言语行为理论与广告翻译

论文摘要

随着我国经济的发展和国际间的相互交流合作,世界各国商品涌入我国市场,于此同时我国的产品也逐渐进入国际市场,各种产品在市场中的竞争越演越烈,广告作为一种宣传和促销的手段的作用就显现出来,它成了我们生活中不可缺少的一部分。那么广告翻译的重要性也就不言而喻了。广告是一种特殊的文体形式,其语言具有明确的目的性,即诱导消费者采取行动购买广告中宣传的商品。我们在从事广告翻译时,不仅要遵循翻译的一般准则,还要考虑到其特殊的标准和特点。由于各国的文化背景差异,这就为广告翻译带来了一定的难题。当今很多学者对广告翻译作了大量的研究,其中包括以奈达的功能对等原则为出发点的研究,也有以斯波伯和威尔逊的关联理论为核心的研究,还有以目的论为中心的研究,虽然这些研究为广告翻译提供给了一定的指导,但是也都有不足之处,因此,本文作者从奥斯丁的言语行为理论出发对广告语言及翻译做了初步的研究。奥斯丁的言语行为理论中有三种行为分别是言内,言外,言后行为,言内指的是句子的表面意思,言外是对句子中深层含义的研究,言后则是探讨通过说这句话所带来的效果。广告是通过句子本身和句中的隐含的意思来说服消费者来购买广告中的商品,从而达到广告的目的,这和言语行为理论中的三种行为相吻合,因此我们可以从言语行为理论的角度对广告翻译做出指导。本文以言语行为理论为指导,对广告中的语言进行详细分析,从新的视角为广告翻译进行研究,从而对广告翻译的发展做出进一步的完善,以期为后人对于广告翻译的研究提供一定的参考价值。

论文目录

• Acknowledgements
• 摘要
• Abstract
• Introduction
• 0.1 Significance of the Study
• 0.2 Literature Review
• 0.2.1 Previous Study on Advertisement Translation Abroad
• 0.2.2 Previous Study on Advertisement Translation at Home
• 0.2.3 Problems of the Present Studies
• 0.3 Layout of This Thesis
• Chapter One Theoretical Basis
• 1.1 Brief Survey on Speech Act Theory
• 1.1.1 The Philosophical Background of Speech Act Theory
• 1.2 Austin’s Speech Act Theory
• 1.2.1 Dichotomy of Performatives and Constatives
• 1.2.2 Locutionary, Illocutionary and Perlocutionary Acts
• 1.3 Searle’s Improvements of Speech Act Theory
• 1.3.1 Searle’s Revision of Illocutionary Acts
• 1.4 Summary
• Chapter Two About Advertisement
• 2.1 General Description of Advertisement
• 2.1.1 Definitions of Advertisement
• 2.1.2 Classification of Advertisement
• 2.1.3 Elements of Advertisement
• 2.1.4 Functions and Objectives of Advertising
• 2.1.4.1 Functions of Advertising
• 2.1.4.2 Objectives of Advertising
• 2.2 Features of Advertising Language
• 2.2.1 Lexical Features in Advertising English
• 2.2.2 Lexical Features in Advertising Chinese
• 2.2.3 Syntactic Features of Advertising English
• 2.2.4 Syntactic Features of Advertising Chinese
• 2.2.5 Rhetorical Feature of Advertisement English
• 2.2.6 Rhetorical Feature of Advertisement Chinese
• 2.3 Cultural Differences between English and Chinese Advertising
• 2.3.1 Individualism versus Collectivism
• 2.3.2 Authority Emphasis versus Fact Emphasis
• 2.3.3 Indirect Thinking versus Direct Thinking
• 2.3.4 Different Symbolic Meanings of Colors and Numbers in Advertisement
• Chapter Three The Application of Speech Act Theory to Advertisement Translation
• 3.1 The Use of Locutionary Act to Advertisement Translation
• 3.1.1 Translation Strategies Suggested
• 3.1.1.1 Literal Translation
• 3.1.1.2 Parody
• 3.2 The Use of Illocutionary Act to Advertisement Translation
• 3.2.1 Translation Strategies Suggested
• 3.2.1.1 Parody
• 3.3 The Use of Locutionary and Illocutionary Act to Advertisement Translation
• 3.3.1 Translation Strategies Suggested
• 3.3.1.1 Free Translation
• 3.3.1.2 Rewriting
• 3.3.1.3 Compensation
• 3.3.1.4 Adaptation
• 3.4 Summary
• Conclusion
• Bibliography
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