从目的论看广告标语的翻译

论文摘要

本文的研究领域为广告标语的英汉互译。文章首先对广告学中与翻译有关的概念进行了阐述，接着探讨了与广告翻译研究相关的各种翻译理论以及近年来学者们对广告翻译所作的研究，从而提出对广告标语翻译进行研究的必要性。在此基础上，作者在描述性翻译研究的框架内运用目的论，采用描述和比较的研究模式对搜集的三十对英汉／汉英广告标语实例进行分析，以展示在真正的国际广告背景下译者如何努力体现广告主在目标市场的意图，并同时考察文化意识形态诸因素是如何影响译者为实现翻译目的而做出决策的。在对标语翻译进行描述和分析的基础上，文章尝试在目的论的指导下提出三种相应的翻译策略，以期指导广告标语的翻译实践。最后，本文得出以下结论：广告标语翻译属于赢利性的商业营销行为的一部分；与传统翻译活动相区别之处在于，广告标语翻译是以目标受众为中心，旨在宣传商品，说服客户，刺激消费；广告标语的翻译者应充分参照译入语中的文化及意识形态的特殊适应性，采用相应的交际翻译策略，以实现广告标语翻译的目的。

论文目录

• Abstract
• 摘要
• STANDARD ABBREVIATIONS
• LIST OF FIGURES
• Chapter 1: Introduction
• 1.1 Research Background
• 1.2 Research Questions
• 1.3 Research Rationale
• 1.4 Research Methodology
• 1.5 Research Significance
• Chapter 2: General Remarks on Advertising Slogan
• 2.1 Advertising Slogan as a Means of Communication
• 2.1.1 Definition
• 2.1.2 Production of Advertising Slogans
• 2.2 A Linguistic Analysis of Advertising Slogans
• 2.2.1 Linguistic Features
• 2.2.2 Rhetoric Features
• 2.3 Functions of Advertising Slogans
• 2.4 Summary
• Chapter 3: The Review of Literature
• 3.1 Relevant Translation Theories
• 3.1.1 Functional/ Dynamic Equivalence
• 3.1.2 Semantic Translation versus Communicative Translation
• 3.1.3 Skopos Theory
• 3.2 Relevant Studies
• 3.3 Summary
• Chapter 4: Theoretical Framework—Skopos Theory
• 4.1 Background of Skopos Theory
• 4.2 Introduction to Skopos Theory
• 4.2.1 Basic Concepts
• 4.2.2 Three Rules
• 4.2.3 Repositioning the Source Text
• 4.2.4 Emphasis on the Target Audience
• 4.3 Translator as an Expert
• 4.4 Summary
• Chapter 5: Analysis of Advertising Slogan Translation
• 5.1 Criteria for Advertising Slogan Translation
• 5.2. Translation Process of Advertising Slogans
• 5.2.1 The Role of Translator
• 5.2.2 The Role of Source Text
• 5.3 An Analysis of the Translated Slogans
• 5.3.1 Anticipating Problems in Advertising Slogan Translation
• 5.3.2 Cultural Dimension
• 5.3.3 Ideological Dimension
• 5.4 Translation Strategies Proposed for the Sake of Skopos
• 5.4.1 Changing Linguistic Forms
• 5.4.2 Taking Cultural Adaptations
• 5.4.3 Catering to the Consumer's Psychology
• 5.5 Summary
• Chapter6. Conclusion
• 6.1 Major Findings
• 6.2 Limitations
• 6.3 Recommendations for Further Study
• Bibliography
• List of Collected Examples of Advertising Slogan