功能对等理论视角下的汉语广告英译研究

论文摘要

随着中国加入世界贸易组织,公司和企业不再局限于占领国内市场,同时更加注重国际市场的开拓。全球化已经影响了广告领域。作为国际经济交流的产物,广告翻译越来越受到翻译者的重视而成为一个新的值得研究的领域。广告作为一种特殊的应用文体,其最终目的只有一个,那就是吸引消费者的注意,促使他们去购买广告中宣传的产品或服务。同样,在广告翻译中,如果译文无法达到与原文同样的目的和效果,就不能算是成功的翻译。一则优秀的广告在汉语言环境中是成功的,若将其按照传统的“忠实”、“对等”翻译策略,改译成英文,而不考虑其原语言的内在含义和接受者的文化背景,就不一定能达到原来的意境,有时甚至会适得其反。因此,在进行广告翻译和探讨广告翻译的策略时,应该把广告的特殊目的和翻译理论有机结合起来。奈达提出的功能对等理论指的是“目的语读者对目的语的反应与原语读者对原语的反应在一定程度上是一样的”,重心在读者的反应上。因此,从这个角度来说,功能对等理论应该是指导广告翻译的最佳理论之一。作者运用奈达的功能对等理论,分别从广告的语言和和文化两个方面入手,通过对译例的分析,详细阐述了将汉语广告翻译成英语过程中功能对等的实现。并且提出了切实可行的翻译策略:直接转换和归化两种方法。直接转换法又包括直译和音译。

论文目录

• Abstract
• 摘要
• Introduction
• Chapter 1 Literature Review
• 1.1 The Definition of Advertisement
• 1.2 Elements of Advertisement
• 1.2.1 Trademarks
• 1.2.2 Headings and Slogans
• 1.2.3 Body
• 1.3 Functions of Advertising
• 1.4 Linguistic Features
• 1.4.1 Lexical Features of English and Chinese Advertisements
• 1.4.1.1 Lexical Features of English Advertisements
• 1.4.1.2 Lexical Features of Chinese Advertisements
• 1.4.2 Syntactical Features of English and Chinese Advertisements
• 1.4.2.1 Syntactical Features of English Advertisements
• 1.4.2.2 Syntactical Features of Chinese Advertisements
• 1.4.3 Rhetorical Devices in English and Chinese Advertisements
• 1.4.3.1 Rhetorical Devices in English Advertisements
• 1.4.3.2 Rhetorical Devices in Chinese Advertisements
• 1.5 Studies on Advertisement Translation
• 1.5.1 Overseas Studies
• 1.5.2 Domestic Studies
• 1.5.3 Comments on Previous Studies
• 1.5.4 Summary
• Chapter 2 The Theoretical Foundation:Functional Equivalence Theory
• 2.1 Nida's Functional Equivalence Theory
• 2.1.1 Dynamic Equivalence and Functional Equivalence
• 2.1.2 Nida's Main Points of Functional Equivalence
• 2.2 The Feasibility of Applying Functional Equivalence to Advertisement Translation
• Chapter 3 The Application of Functional Equivalence Theory to Advertisement Translation
• 3.1 Functional Equivalence on the Target-language Orientation
• 3.1.1 Functional Equivalence on the Lexical Level
• 3.1.2 Functional Equivalence on the Syntactic Level
• 3.1.3 Functional Equivalence on the Rhetorical Level
• 3.2 Functional Equivalence on the Target-culture Orientation
• 3.2.1 Cultural Differences in Chinese and English Advertisements
• 3.2.1.1 Collectivism versus Individualism
• 3.2.1.2 Authority versus Fact
• 3.2.1.3 Modesty versus Superiority
• 3.2.1.4 Implicitness versus Directness
• 3.2.2 Functional Equivalence on Culture Level
• 3.3 Effective Strategies
• 3.3.1 Literal Transfer
• 3.3.1.1 Literal Translation
• 3.3.1.2 Transliteration
• 3.3.2 Adaptive Transfer
• Conclusion
• Bibliography
• Acknowledgements