广告翻译与文学翻译中文本再创造的比较研究

论文摘要

随着国际贸易和跨国公司的高速发展,广告翻译在国际交流中的作用不容忽视。作为翻译学中的一个分支,广告翻译有着它自己的内在规律,同时和其他翻译类型又存在着一定联系。对现实中的广告翻译实例的分析表明,广告翻译不是一种将原文信息忠实转换到目的语中的纯模仿性行为,而是一种积极的、具创造性的诠释过程。在这一过程中,译者常常对原文进行文化上的和语言上的调整以适应目的语文化及目的语读者。而在文学翻译中,由于文学作品本身所蕴含的审美信息和文化特质,译者会发挥其主观能动性进行再创造翻译。由于文学翻译在翻译研究中历来都占有着重要地位,译界对文学翻译的研究较其他翻译类型的研究更为深入、全面。文学翻译中的文本再创造(或简称“再创造”),近年来也受到越来越多研究者的关注,对此方面的研究也具有了一定深度。在本文中,作者试以翻译中的文本再创造为切入点,对广告翻译和文学翻译进行比较研究,目的在于通过对比广告翻译与文学翻译中文本再创造的不同点,让大家对广告翻译的特点有更为清晰的认识,以便拿出更有效的广告翻译译文。在本文中,作者从语言风格、文化及读者接受三方面比较广告翻译中文本再创造和文学翻译中文本再创造进行比较分析,并指出:广告翻译区别于文学翻译和其它翻译类型的根本在于其明确的商业目的;这种明确的商业目的决定了受众、目的语文化在广告翻译中的重要地位,也决定了整个翻译过程。译者在再创造广告翻译的文本时,在语言上更注重其可读性;对于原文本里的文化特征,译者通常采用归化的译法;译入语受众在整个再创造的翻译过程中具有关键作用,受众的接受程度决定了翻译策略的选择。目的论和接受美学理论是本文运用的主要理论。在结尾处,作者指出尽管文本再创造在广告翻译中和文

论文目录

摘要

ABSTRACT

Chapter One Introduction

Chapter Two Re-creation in Translation

2.1 Reasonability of Re-creative Translation

2.1.1 Creation in Translation

2.1.2 Subject Status of the Translator

2.2 Re-creation in Literary Translation

2.2.1 Literary Translation's Artistic Essence

2.2.2 Literary Translation — A Re-creative Activity

2.2.3 Translator's Participation in Literary Translation

2.2.4 Limitation in Re-creation of Literary Translation

2.3 Re-creation in Advertising Translation

2.3.1 Brief Introduction to Advertising

2.3.2 Re-creation in Advertising Translation

Chapter Three Strong Readability of the Advertising Language

3.1 Language of Advertisement

3.2 Concise and Easy to Remember

3.2.1 Language in Advertising Translation — Concise and Easy to Remember

3.2.2 Language in Literary Translation — Re-creation of Art

3.3 The Musical Beauty of the Advertising Language

Chapter Four Re-creation in Advertising Translation— Target-culture Oriented

4.1 The Concept of Culture

4.2 Culture and Translation

4.3 Cultural Element in Advertising Translation

4.4 Domestication VS． Foreignization in Re-creative Translation

4.4.1 Reasonability of Foreignization in Re-creation of Literary Translation

4.4.2 Reasonability of Domestication in Re-creation of Advertising Translation

4.5 Utilization of Domestication in Advertising Translation

4.5.1 Cultural Image in Target Language

4.5.2 Orient to Target Reader's Thinking Mode

Chapter Five Reader's Reception

5.1 Reader's Status in Re-creation of Advertising Translation

5.2 Reader's Status in Re-creation of Literary Translation ．．．42

5.3 Analysis of Difference under the Instruction of Skopostheorie

5.3.1 Skopostheorie

5.3.2 Advertising Translation Explained by Skopostheorie

5.3.3 Skopostheorie and Literary Translation

Chapter Six Conclusion

Bibliography

Acknowledgements

广告翻译与文学翻译中文本再创造的比较研究

论文摘要

论文目录

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