广告翻译中的归化与异化

论文摘要

随着我国改革开放的深入及经济的持续发展,广告扮演着越来越重要的角色。人们利用广告传递信息,促进商品的销售,广告成了促进经济,丰富人们文化生活的一种有效手段。在全球经济一体化、文化交流日益频繁的趋势下,国际广告日益增多,国际广告翻译越来越重要,广告的跨文化传播也逐渐进入了翻译研究领域。如何处理翻译中文化差异,有两种不同的策略,即归化与异化。本文拟从归化与异化的角度对广告翻译作一次探索。所谓归化是指为了消除目的语读者对外语文章的陌生感而采取透明流畅风格的一种翻译策略;而异化是指在处理文化差异时,尽量保持源语中的文化和语言特色的另一种翻译策略。由于文化和语言的不可分割性,归化和异化的研究不应只局限于文化角度,还应从语言的角度,包括语词、句法、文体等层面进行研究。不同文体类别的翻译要求选取不同的翻译策略,这是由译文预期的目的和功能来决定的。广告文体的目的和主要功能,即诱导和说服顾客接受其产品和服务,决定了广告的翻译必须要把目的语言和译文读者放在首位,实施归化式的翻译。然而,尽管异化在广告翻译应用中有其局限性,但由于国际市场营销战略及满足消费者心理需求等方面的要求,异化也有相当程度的应用。通过理论分析,应用两种不同策略效果的对比分析,以及大量例证分析,得出本文的结论:在广告翻译中,归化应作为基本策略,异化是其必要的补充。

论文目录

• Acknowledgements
• Abstract
• 内容摘要
• INtroduction
• Chapter 1 Advertising Translation
• 1.1 Advertising
• 1.1.1 The Definition, Structure and the Basic Principles
• 1.1.2 Purpose and Functions of Advertising
• 1.2 The Cultural Barrier to Advertising Translation
• 1.2.1 The Trans-cultural Properties of Advertising Translation
• 1.2.2 Cultural Differences in Advertising between Chinese and English
• 1.2.2.1 Collectivism versus Individualism
• 1.2.2.2 Authority and Scientific Evidence
• 1.2.3 Linguistic Differences
• 1.2.3.1 Semantic Differences
• 1.2.3.2 The Lexical Differences
• 1.2.2.3 The Stylistic Differences
• 1.2.2.4 The Syntactic Differences
• 1.2.2.5 Rhetoric Differences
• Chapter 2 Domestication and Foreignizaton
• 2.1 The Definition
• 2.2 The Debate over Domestication and Foreignization Home and Abroad
• 2.2.1 The Debate Abroad
• 2.2.2 The Debate at Home
• 2.3 The Grounds for the Choice of Domestication and Foreignization
• 2.3.1 The Bases of the Two Strategies
• 2.3.2 The Significance of the Two Strategies
• Chapter 3 The Theoretical basis--- Functionalist Approach
• 3.1 A Brief Introduction to Functionalist Approach
• 3.2 Skopostheorie
• 3.2.1 The Skopos Rule
• 3.2.2 The Role of the Translator, Target Audience and the Source Text
• 3.2.3 Coherence Rule and Fidelity rule
• 3.3 Peter Newmark’s Communicative Translation
• 3.3.1 Functions of Language and Translation Methods
• 3.3.2 The Difference Between Semantic and Communicative Method
• Chapter 4 Domestication and Foreignization in Advertising Translation
• 4.1 Advertising Translation : to Foreignize or to Domesticate
• 4.1.1 Domestication
• 4.1.1.1 The Theoretical Analysis
• 4.1.1.2 The Comparative Analysis of the two Strategies
• 4.1.1.3 Cultural and Linguistic Domestication
• 4.1.2 Foreignization
• 4.2 The Applications of the Two Strategies
• 4.2.1 The Application of Domestication---the Basic Strategy
• 4.2.1.1 Paraphrase
• 4.2.1.2 Paraphrase with Transliteration
• 4.2.1.3 Addition and Abridgement
• 4.2.1.4 Imitation
• 4.2.1.5 Adaptation
• 4.2.2 The Application of Foreignization ---the Supplement Where
• Conclusion
• Bibliography