汉语商务广告语偏离特征英译策略研究

论文摘要

本文旨在从偏离特征的角度出发,针对商务广告语汉英翻译实践提出有效应对策略。为了明确研究目标,本文对商务广告语进行了详细而准确的界定,结合目前翻译界在商务广告文体理论和实践方面所取得的成就,选取大量中文商务广告语作为分析和研究对象。同时,为了进行充分论证,增强说服力,特选取部分英文商务广告语进行对比分析。所选资料均来自翻译实践或为耳详能熟的经典广告语,这保证了本研究较强的实用性和广泛的代表性,为其研究成果应用于翻译实践提供了较好的可行性。基于所选商务广告语,利用文本词频软件,综合统计了词频、文本搭配等要素,详细分析了商务广告语的文体特征,并对其进行了归纳和总结,阐述了商务广告语创作的基本要求-即语气明确肯定、积极向上、语句短小精悍、方便记忆、节奏感强、便于阅读、用词新颖独特、简洁凝练、明白易懂、朗朗上口、主题要求突出、富于竞争并能体现企业精神。此外,就文体风格而言,商务广告语创作过程中要做到善用巧用偏离理论,使之尽量陌生化、前景化,以在最短时间内、最大限度吸引读者,促使更多潜在消费者向实际消费者转化。本文在梳理国内近二十年就商务广告文体翻译所取得成就的基础上,对诸多研究者的观点和翻译实践进行了分析、归纳和论证,将其翻译原则总结为变通、简洁、对等、唯美及含蓄等,以同本文提出的翻译策略进行对比,体现本文作者所做努力。为了保证论证过程条理清晰,本文将商务广告语分为四类,即产品推介、服务介绍、品牌构建和理念宣传,并分别举例进行说明,然后根据每一类别的文体偏离特征,结合修辞学相关知识,基于偏离理论,提出相应翻译策略,包括：语间对等、以偏译偏（严格偏离对应）、切分保留整合（针对结构）、重构策略（创新文本）、套译（套用现成文本）、省译（省略无关或删除冗余信息）、异化（贴近目标读者）及弥补法（补偿信息）。此类翻译策略可在一定程度上丰富商务广告汉英翻译理论研究和实践。

论文目录

• 摘要
• ABSTRACT
• ABBREVIATIONS
• Chapter One Introduction
• 1.1 Research Background
• 1.2 Research Significance
• 1.3 Research Questions
• 1.4 Research Methods
• 1.5 Summary
• Chapter Two Literature Review
• 2.1 Commercial Advertising Slogan
• 2.1.1 Definition
• 2.1.2 Eagle's view on stylistic features
• 2.1.2.1 Conciseness
• 2.1.2.2 Understandability
• 2.1.2.3 Readability
• 2.1.2.4 Uniqueness
• 2.1.2.5 Theme-orientation
• 2.2 Overview of Research on Translation of Advertisement Text
• 2.3 Principles of Translating Advertisement Text by Previous Scholars
• 2.3.1 Flexibility
• 2.3.2 Conciseness
• 2.3.3 Equivalence
• 2.3.4 Aestheticism
• 2.3.5 Implication
• 2.4 Translation Practice by Previous Scholars
• 2.4.1 Techniques
• 2.4.2 Focuses
• 2.4.3 Angle shifting
• 2.5 Motivation and Prospects for the Current Research
• 2.6 Summary
• Chapter Three The Theoretical Framework
• 3.1 Definition of Deviation
• 3.2 Classification of Deviation
• 3.3 Relations with Foregrounding and Defamiliarization
• 3.4 Feasibility of Applying Deviation Theory to Translate CAS
• 3.4.1 Style of advertisement text
• 3.4.2 Application of deviation theory
• 3.5 Summary
• Chapter Four Analysis of Commercial Advertising Slogans
• 4.1 Functional Classification
• 4.1.1 Production promotion
• 4.1.2 Service introduction
• 4.1.3 Brand image build-up
• 4.1.4 Philosophy advocacy
• 4.2 Beaver's View on Stylistic Features
• 4.2.1 Deviation at syntactic level
• 4.2.1.1 Rhetorical questions
• 4.2.1.2 Imperative sentences
• 4.2.1.3 Parallelism
• 4.2.1.4 Anadiplosis
• 4.2.1.5 Antithesis
• 4.2.1.6 Parody
• 4.2.2 Deviation at lexical level
• 4.2.2.1 Fancy words
• 4.2.2.2 Word blending
• 4.2.3 Deviation at semantic level
• 4.2.3.1 Personification
• 4.2.3.2 Implication
• 4.2.3.3 Hyperbole
• 4.2.3.4 Metaphor and simile
• 4.2.3.5 Metonymy
• 4.2.4 Deviation at grammatical level
• 4.2.4.1 Enallage
• 4.2.4.2 Transferred epithet
• 4.2.5 Deviation at phonetic level
• 4.2.5.1 Pun
• 4.2.5.2 Rhyme
• 4.2.6 Summary
• Chapter Five C-E Translation Techniques for Deviant CAS
• 5.1 Theoretical Foundation
• 5.1.1 Linguistic equivalence and non-equivalence
• 5.1.2 Possibility of deviation-oriented translation techniques
• 5.2 Techniques
• 5.2.1 Equivalent-conformed technique
• 5.2.1.1 Structure conformance
• 5.2.1.2 Implication conformance
• 5.2.2 Deviation-oriented techniques
• 5.2.2.1 Techniques for CAS with identifiable deviant equivalent
• 5.2.2.1.1 Deviation-to-deviation technique
• 5.2.2.1.2 Structure-retaining, splitting or integrating technique
• 5.2.2.2 Techniques for CAS with unidentifiable deviant equivalent
• 5.2.2.2.1 Recasting technique
• 5.2.2.2.2 Parodying technique
• 5.2.2.2.3 Omitting technique
• 5.2.2.2.4 Foreignizing technique
• 5.2.2.2.5 Compensating technique
• 5.3 Summary
• Chapter Six Conclusion
• 6.1 Findings
• 6.2 Limitations
• 6.3 Suggestions for Further Research
• References
• Appendix Ⅰ
• Acknowledgement
• 学术成果及翻译实践