基于美学理论基础上的广告语翻译的分析

论文摘要

随着中国经济的高速发展和经济全球化进程的加快,广告的数量也在日益的飞速增加。作为一种应用文体,广告又具有不同于其他文体的商业性质,它的最终目的是提高产品销量并获取更多的商业利润。所以,对广告语的翻译也须具有不同于其他文体的指导方法与策略。尽管目前国内对广告已进行了大量的翻译实践活动,然而受时间限制,人们在此领域的翻译研究还相对年轻,对广告语翻译的研究主要还局限在对广告语英汉翻译方法的研究,却很少有对广告语翻译总的指导原则方面的研究,更是忽略了从美学角度对广告语翻译的探讨。在本文中,本文作者认为,广告语的创作目的就是期待其以美的形象展现给消费者,从而激发他们的需求欲望,这也就要求广告语本身就必须是一件美的艺术作品。这也就是说在翻译广告语的过程中,译者不但要考虑到功能对等效果还要考虑其审美效果,这是判断一篇广告语译文是否成功的重要标准之一,反之,广告语原有的吸引力将会大打折扣。本文在对广告语进行了简单的介绍的基础上,重点从审美学的角度对广告语的翻译进行了分析。在广告语翻译过程中,审美主体(译者)利用其固有的审美经验对审美客体(广告语)进行审美认识,然后对其进行审美转换将原广告语初步翻译成目的语,并在此基础上进行审美加工,以期达到其原有的审美效果,即审美再现。要将原有的广告语的审美效果完整甚至超额地展现出来,即采用何种审美活动或翻译方法,本文在第三部分提出了一定的指导原则与具体方法。

论文目录

• 摘要
• Abstract
• Introduction
• Chapter One Previous Studies on Advertisements and Their Translation
• 1.1 Definition and Classification of Advertisements
• 1.1.1 What are Advertisements
• 1.1.2 Classification of Advertisements
• 1.2. Functions of Advertisements
• 1.3 Linguistic Features of Advertisements
• 1.3.1 Lexical Features of Advertisements
• 1.3.2 Syntactic Features of Advertisements
• 1.3.2.1 Brief Declarative Sentences Made up of Verb “to be”
• 1.3.2.2 Brief Declarative Sentences Made up of Verbs as “make”“create”, etc
• 1.3.2.3 Brief Imperative Sentences and Phrases of Present Participle
• 1.3.2.4 Brief Interrogative Sentences
• 1.4 Aesthetic Rhetorical Features of Advertisements
• 1.4.1 Lexical Features
• 1.4.2 Syntactic Features
• 1.4.3 Phonetic Features
• 1.5 Brief Study on Advertisement translation
• 1.5.1 Culture and Translation
• 1.5.1.1 Lexical Differences between Chinese and English and the Translation of the Words
• 1.5.1.2 Syntactical Differences between Chinese and English and the Translation of the Sentences
• 1.5.2 Purposes and Significance of Advertisement translation
• Chapter Two Aesthetic Analysis of Advertisement translation
• 2.1 Definition of Aesthetics
• 2.1.1 Aesthetic Judgment
• 2.1.2 Aesthetic Experience
• 2.2 Aesthetic Targets in Advertisement Translation
• 2.2.1 Aesthetic Subjects
• 2.2.1.1 The Translator
• 2.2.1.2 The Reader
• 2.2.2 Aesthetic Objects
• 2.2.2.1 The Source Text
• 2.2.2.2 The Target Text
• 2.3 The Presentation of Aesthetic Value
• 2.3.1 Beauty in Form
• 2.3.2 Beauty in Content
• 2.4 Aesthetic Perspective of Advertisements
• 2.5 Aesthetic Activities in Advertisement translation
• 2.5.1 Aesthetic Comprehension
• 2.5.2 Aesthetic Transformation
• 2.5.3 Aesthetic Improvement
• 2.5.4 Aesthetic Representation
• Chapter Three Aesthetic Representation of Advertisement translation
• 3.1 Aesthetic Standards of Advertisement translation
• 3.2 Basic Principles of Advertisement translation
• 3.3 Approaches to Aesthetic Translation of Advertisements
• 3.3.1 Strategies to Advertisement translation of English to Chinese
• 3.3.1.1 Foreignisation Translation
• 3.3.1.2 Domestication Translation
• 3.3.2 Approaches to Advertisement translation of Chinese to English
• Conclusion
• Bibliography
• Acknowledgements