论文摘要
随着世界经济一体化进程的不断加快，跨文化间的广告翻译日益受到重视，广告界及翻译界人士对广告语言及广告翻译策略和方法进行了积极有效的探索，但是这些翻译探索仍远不能满足要求。本文从“目的论”(Skopostheorie)的角度对广告翻译中的“创造性叛逆”(creative treason)进行了探索，以求突破现存研究的局限性，提高当前的广告翻译水平，从而为广告翻译工作者提供些许裨益。“创造性叛逆”本是比较文学中的一个重要概念，将它运用于广告翻译主要是受“目的论”的启示。由德国功能派理论发展而来的“目的论”指出，翻译是一种基于源语文本的有目的的行为活动，决定任何翻译过程的最高准则是整个翻译行为的目的。这一理论无疑为研究广告翻译中的“创造性叛逆”提供了一个崭新而有效的视角。本文将“目的论”应用于广告翻译，从“目的论”的角度论证“创造性叛逆”在广告翻译中的必要性和合理性，并以是否最大限度地实现广告在目的语环境中的广告目的即促销功能作为衡量广告翻译是否成功的标准，这就决定了受众和目的语文化的根本地位和作用，为此广告译者必须遵循的翻译原则就是以目的语语言和文化为取向的原则。全文共分六章。第一章主要阐述了广告的定义、特性、功能、语言特点以及广告的主要构成。第二章对中外现有广告翻译的研究论述及著作进行综述，提出本文的目的及研究的理论和实践意义。第三章阐述了“目的论”的主要原则及最高法则以及“目的论”的理论对广告翻译的启示。第四章首先对创造性叛逆的定义、内涵、本质进行了探讨，进而从“目的论”的角度论述其运用于广告这一特殊文体的翻译的合理性、必要性及客观现实性。第五章分析了广告翻译应该遵循的原则——以目的语语言和文化为取向的原则及其在这一原则指导下的翻译策略。最后一章为结论部分，对全文内容加以总结，并且最后得出结论：(1)广告作为一种目的性极强的文体其翻译是否成功的标准是看能否被目的语消费者所接受，是否能最大限度地帮助广告产品在目的语市场创造利润。根据“目的论”的“目的法则”(Skopos rule)译者应该充分发挥其主观能动性和创造性，在这过程中创造性叛逆不可避免地发生了；(2)广告翻译中的创造性叛逆强调翻译手段的灵活化，包括直译、增译、减译、拆分和替代等，但无论采用何种翻译手段，都应始终坚持以目的语受众的语言和文化为取向的翻译原则。
论文目录
中文摘要AbstractIntroductionChapter One A Brief Introduction of Advertising1.1 Definition of Advertising1.2 Essentials of Advertising1.3 Functions of Advertising1.4 Language Features of Advertising1.4.1 Lexical Features1.4.2 Syntactic Features1.4.3 Rhetorical Features1.5 Components of an AdvertisementChapter Two Previous Researches in Advertising Translation2.1 Advertising Translation Researches Abroad2.1.1 Hurbin's Study and Its Limitation2.1.2 Talilon's Study and Its Limitation2.1.3 Mathieu Guidere's Study and Its Limitation2.2 Advertising Translation in China2.2.1 History of Advertising Translation in China2.2.2 Limitations of the Present ResearchChapter Three Skopostheorie to Translation and Its Enlightenment on Advertising Translation3.1 History of the Development of Skopostheorie3.2 Rules in Skopostheorie3.3 Enlightenment of Skopostheorie on Advertising Translation3.3.1 Translating As a Purposeful Activity3.3.2 Active Participation of the Translator and Qualifications an Advertising Translator Should Have3.3.3 Emphasis of the Role of Target ReceiverChapter Four Creative Treason in the Light of Skopostheorie4.1 A Survey of Creative Treason4.1.1 Relevant Concepts of Creative Treason4.1.2 Definition and Nature of Creative Treason4.2 Necessity of Creative Treason in Advertising Translation4.3 Reasons for Creative Treason in Advertising Translation4.3.1 Translator and Creative Treason4.3.2 Cultural Interference and Creative Treason4.3.3 Language Interference and Creative TreasonChapter Five Principle and Strategies Utilized in Advertising Translation5.1 Target Culture Oriented5.1.1 Orienting to Target Consumer's Thinking Mode5.1.2 Orienting to Target Consumer's Worldviews and Values5.1.3 Orienting to Target Consumer's Cultural Image5.2 Target Language Oriented5.2.1 On Lexical Level5.2.1.1 Respective Lexical Features of Advertising English and Advertising Chinese5.2.1.2 Orienting to Lexical Features of Advertising of Target Language5.2.2 On Syntactic Level5.2.2.1 Respective Syntactic Features of Advertising English and Advertising Chinese5.2.2.2 Orienting to Lexical Features of Advertising of Target Language5.2.3 On Rhetorical Level5.2.3.1 Respective Rhetorical Features of Advertising English and Advertising Chinese5.2.3.2 Orienting to Lexical Features of Advertising of Target LanguageConclusionBibliographyAppendixAcknowledgements
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标签：广告翻译论文; 创造性叛逆论文; 目的论论文;
