论英文广告中隐喻的翻译

论文摘要

广告作为经济发展的产物,已成为生活中不可缺少的一部分,而随着经济全球化的进程,国际广告已成为语言及翻译研究的一个重要课题,本文旨在以文字的商业广告(主要是标题和口号)为研究对象,从奈达的功能对等理论的角度研究广告中隐喻的英汉翻译策略及实例。广告语言作为一种从普通语言独立出来的应用语言,是广告中最为精髓的部分,对于促进销售具有特殊的效用,因此本文首先探讨了广告及其语言特点,认为隐喻作为一种认知和修辞手段,充斥着广告语言并且因其复杂性,含有隐喻的广告更是增加了翻译的难度。继而本文对隐喻及广告中的隐喻作了透彻的分析,重点介绍了隐喻本质的相关研究成果及隐喻的功能。接下来对主要翻译理论进行了回顾,提出以奈达的对等理论,尤其是功能对等为指导,研究英文广告中隐喻的转换。结合译例分析,作者提出一系列广告隐喻翻译的具体策略:隐喻译成隐喻,隐喻译成其它修辞手段,隐喻译成非修辞表达,及非隐喻译成隐喻,尤其对最后一点进行了尝试性的探讨。本文选择颇具隐喻特性的广告语言为对象,冀希藉此为国际广告业界人士提供更广阔的视野,提高广告欣赏和创作水平,促进国际经济文化交流。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Introduction
• ⅰ. General Description and the Importance of the Study
• ⅱ. The Overall Structure of the Thesis
• Chapter 1 Generalization on Advertisement
• 1.1 Definition of Advertisement
• 1.2 Functions and Classification of Advertisement
• 1.2.1 Functions
• 1.2.2 Classification
• 1.3 Linguistic Features of Advertisement
• 1.3.1 Morphological Features
• 1.3.2 Syntactical Features
• 1.3.3.Rhetorical Features
• 1.4 Summary
• Chapter 2 A Survey of Metaphor
• 2.1 Definition of Metaphor
• 2.2 Development of Metaphor Study
• 2.2.1 The Rhetorical Study of Metaphor
• 2.2.1.1 Aristotle’s View of Comparison
• 2.2.1.2 Quintillian’s View of Substitution
• 2.2.2 The Semantic Study of Metaphor: Interaction Theory
• 2.2.3 The Multidisciplinary Study of Metaphor
• 2.2.3.1 Lakoff’s Cognitive View
• 2.2.3.2 The Pragmatic Study of Metaphor
• 2.3 Functions of Metaphor in Advertisement
• 2.4 Summary
• Chapter 3 Translating Metaphor in Advertisement: A Theoretical Framework
• 3.1 Translation Theories: a Literature Review
• 3.1.1 The Notion of Equivalence
• 3.1.2 Newmark’s Communicative Translation
• 3.1.3 Relevance Theory of Translation
• 3.1.4 Functionalist Theory of Translation
• 3.2 The Theory to Be Applied: Nida’s Equivalence Theory
• 3.2.1 Formal Equivalence
• 3.2.2 Functional Equivalence
• 3.2.2.1 Response of the Receptor
• 3.2.2.2 Cultural Factors
• 3.2.2.3 Making Adjustments
• 3.3 Feasibility of Applying Functional Equivalence Theory to Metaphor Translation in Advertisement
• 3.3.1 Equivalence: Possible or not?
• 3.3.2 Reader’s response: Who is to judge, and how?
• 3.3.3 Typology specific: Is the theory applicable to ad translation?
• 3.4 Significance of Applying Functional Equivalence Theory to Metaphor Translation in Advertisement
• 3.5 Summary
• Chapter 4 Strategies of Metaphor Translation in Advertisement:Case Study
• 4.1. Strategies Established
• 4.2 Case Study
• 4.2.1 Metaphor to Metaphor
• 4.2.1.1 To the Same Image in the TL
• 4.2.1.2 To the Same Image with Sensuous Supplement
• 4.2.1.3 To a Replacement of Natural TL Image or Phrasing
• 4.2.2 Metaphor to Other Rhetorical Replacements
• 4.2.2.1 To Simile
• 4.2.2.2 To Other Rhetorical Replacements
• 4.2.3 Metaphor to Non-rhetorical Versions
• 4.2.3.1 To a Plain Sense
• 4.2.3.2 To a Lofty Sense
• 4.2.4 Non-metaphor to Metaphor
• 4.2.4.1 Other Rhetorical Devices to Metaphor
• 4.2.4.2 Non-rhetorical Expressions to Metaphor
• 4.3 Summary
• Conclusion
• ⅰ. General Summary and Major Contributions
• ⅱ. Recommendations for Future Research
• Bibliography