从中西文化差异视角看英汉广告翻译的本土化策略

论文摘要

每个人都生活工作在受广告影响的世界里。事实上,广告已经深入我们的生活并丰富着我们的文化。随着中国经济的发展和全球化的加速,广告产业正以惊人的速度发展。广告翻译吸引了越来越多的关注。由于越来越多的国际广告进入中国市场,原始广告应该以适当的策略被翻译成中文版本并满足顾客的需要和期望。因此,广告翻译在经济发展中起着十分重要的作用。但是英译汉还难以令人满意,它始终处于十分低的水平。很多广告只是从字面上进行翻译,译者对两种文化区别的关注还甚少。本文从文化差异的角度入手,在此基础上,进一步提出了有助于克服中英文化壁垒的具体的广告翻译策略。本文由五部分组成。第一章介绍了本文的写作背景、意义及结构。第二章引入了相关理论,其中包括奈达的功能对等理论,维米尔的目的论,波特的跨文化交际理论和本土化的概念,同时,还回顾了从文化差异角度研究英译汉广告翻译的现状。第三章系统地分析了中西文化差异及其对广告翻译的影响。第四章进而提出了针对性的策略以便将英文广告翻译本土化并特制推向中国市场。第五章是本文的结尾和概括,为进一步研究提出了建议。

论文目录

• Abstract
• 中文摘要
• 1.Introduction
• 2 Literature Review
• 2.1 Eugene A. Nida's Functional Equivalence Theory
• 2.1.1 Definition of Functional Equivalence
• 2.1.2 Nida's Main Points of Functional Equivalence
• 2.1.3 Features of Functional Equivalence
• 2.2 Hans J. Vermeer’s Skopos Theory
• 2.3 Richard E. Porter’s Cross-cultural Communication Theory
• 2.4 Brief Introduction to Localization and Its Connection with Advertising Translati
• 2.5 Previous Scholars’Research on Advertising Translation from the Perspective of Cultural Difference
• 3 Sino-western Cultural Differences and Their Impacts in Advertising Translation
• 3.1 Differences in Core Cultural Values
• 3.2 Differences in Viewpoints
• 3.3 Differences in Socio-political Settings
• 3.4 Differences in Authority
• 3.5 Differences in Life Styles
• 3.6 Differences in Purchasing Psychology
• 3.7 Differences in National Character and Aesthetic Standards
• 4 Localization Strategies of E-C Advertising Translation
• 4.1 Paraphrase with Transliteration
• 4.2 Addition
• 4.3 Imitation and Creation
• 4.4 Adapted Translation
• 4.4.1 Adaptation to Consumers Mental World
• 4.4.2 Adaptation to the Consumer’s Social World
• 4.4.3 Adaptation to the Physical World
• 4.4.4 Adaptation to the Linguistic Reality
• 4.5 Applying Other Rhetorical Devices
• 5 Conclusion
• Bibliographies
• Acknowledgements