从语篇分析角度浅谈英文广告标题的翻译

论文摘要

广告标题是广告语篇的重要组成部分之一,对广告文本社会功能的成功实现起到重要的辅助作用。好的广告标题能够在短时间内吸引读者,激发他们的购买欲望,进而促使他们购买商品。广告标题的特殊作用,使得它得到越来越多的关注。本文通过分析英文广告标题的语境特征和语言功能,尝试提出一种适用于广告标题以及其他文本翻译的方法,以期为广大翻译爱好者和学习者提供参考和借鉴,从而创造出更好的译本。本文以系统功能语言学为理论框架,分别从语言功能和语境特征两个层面对广告标题展开全面的分析,重点研究了广告标题的言语功能、小句语气以及它们在翻译过程中转换的可行性,并指出,语境对等应是广告翻译以及其他文本翻译的最高标准。首先,我们从国内外发行量较大的杂志期刊,如Times,Reader’sDigest,NewsWeekly,Customer Home等杂志上收集了40条英文广告标题作为分析对象。在分析部分的第一阶段,我们应用语言的元功能对广告标题进行研究,重点放在人际功能。在第二阶段,我们从对广告标题的言语功能和小句语气出发,重点研究为取得语境上的对等而在广告翻译中对广告标题的言语功能及小句语气转换的可行性。根据对Halliday的三大语言功能理论,我们认为,概念功能和人际功能应是广告标题的主要社会功能。在对广告标题的微观把握和对原文进行尝试性翻译的过程中,我们总结出如下三点:一、在不引起文化冲突或译文读者理解困难的前提下,直译应是译者的首选;二、广告标题的文本特点和社会功能决定了译者更适合采用意译的方法,以求达到译文与原文在语境上的对等。语境对等被认为是翻译评价的最高标准;三、结合翻译实例,我们认为,在翻译中,对于不同言语功能或小句语气的选择可以标记性或非标记性地实现原文的语境目的,从而使译文与原文取得语境上的对等。

论文目录

• Abstract
• 摘要
• List of Figures and Tables
• CHAPTER 1 INTRODUCTION
• 1.1 General Statement
• 1.2 Motivation for the Current Research
• 1.3 Research Questions
• 1.4 Significance of the Current Research
• 1.5 Data Collection
• 1.6 Organization of the Thesis
• CHAPTER 2 LITERATURE REVIEW
• 2.1 General Statement
• 2.2 A Review of the Previous Studies on Advertising Language
• 2.2.1 Linguistic Analysis of Advertising Language
• 2.2.1.1 Geoffrey Leech: Linguistic and Structural Features
• 2.2.1.2 Vestergaar and Schroder: The Language of Advertising
• 2.2.1.3 Gillian Dyer: Advertising as Communication
• 2.2.1.4 Works by Other Scholars
• 2.2.2 Pragmatic Analysis of Advertising Language
• 2.2.2.1 Tanaka Keico: Relevance Theory and Advertising Language
• 2.2.2.2 Other Relevant Pragmatic Theories Applied
• 2.2.3 Discourse Analysis of Advertisement Language
• 2.2.3.1 Guy Cook: Advertising English as a Discourse
• 2.2.3.2 Huang Guowen: Advertisement Headline in Analysis
• 2.3 A Review of the Previous Studies on Translation
• 2.3.1 A Review of the Previous Studies on Translation by Chinese Scholars
• 2.3.2 A linguistic Approach to Translation Studies
• 2.3.2.1 Eugene A. Nida: Formal Equivalence and Dynamic Equivalence
• 2.3.2.2 Catford: Translation Shift
• 2.3.3 A Functional Approach to Translation Studies
• 2.3.4 A Discourse Analysis Based Approach to Translation Studies
• 2.3.4.1 Juliane House: a Model for Translation Quality Assessment
• 2.3.4.2 Bell: Translation and Translating
• 2.3.4.3 Hatim and Mason: the Three Dimensions of Context
• 2.3.4.4 Mona Baker: the Functional Approach of Thematic Structure
• 2.4 Summary
• CHAPTER 3 THEORETICAL FRAMEWORK
• 3.1 General Statement
• 3.2 Context
• 3.2.1 Malinowski's Perspective of Context
• 3.2.2 Firth's View of Context
• 3.2.3 Halliday's Notion of Context
• 3.2.4 Martin's Stratified Mode of Context
• 3.3 Context of Culture: Genre
• 3.4 Context of Situation: Register
• 3.4.1 Field
• 3.4.2 Tenor
• 3.4.3 Mode
• 3.4.4 Register Analysis in Translation
• 3.5 Language Metafunctions
• 3.5.1 Ideational Metafunction
• 3.5.2 Interpersonal Metafunction
• 3.5.2.1 Speech Roles
• 3.5.2.2 Mood
• 3.5.2.3 Initiating and Responding
• 3.5.2.4 Speech Function and Mood
• 3.6 The Criterion for Translation Evaluation
• 3.6.1 Literal Translation and Free Translation
• 3.6.2 Contextual Equivalence
• 3.7 Summary
• CHAPTER 4 PRACTICAL ANALYSIS
• 4.1 General Statement
• 4.2 Classification of Advertisement Headlines from the Perspective of Speech Function and Mood
• 4.3 Translating Advertisement Headline: an Assumption and Three Hypotheses
• 4.4 Practical Analysis and Translation
• 4.4.1 Advertisement Headline in Statement Manner
• 4.4.2 Advertisement Headline in Question Manner
• 4.4.3 Advertisement Headline in Offer Manner
• 4.4.4 Advertisement Headline in Command Manner
• 4.5 Summary
• CHAPTER 5 CONCLUSION
• 5.1 Major Findings of the Research
• 5.2 Reflections on the Findings
• 5.3 Limitations of the Current Research
• Bibliography
• Appendix
• Publication
• Acknowledgement