从功能译论角度谈汽车广告翻译策略

论文摘要

中国在2007年已经成为仅次于美国的全球第二大汽车消费市场,销量达879.15万辆。在日益全球化的今天,对汽车广告翻译的研究具有重大意义。然而,正如我国汽车工业起步较晚一样,目前中国的汽车广告翻译尚处初始阶段,很少有人专门研究。本文就汽车广告的翻译策略做试探性研究。广告是一种有明确商业目的应用文体。在探讨广告翻译的基本策略时,必须把广告的特殊目的与翻译理论有机结合起来。德国功能派翻译理论为广告翻译的理论研究开辟了一个新视角。该理论认为“目的”是决定所有翻译行为的首要原则,强调文本目的在翻译过程中所起的作用,翻译方法和策略必须由译文预期的目的和功能来决定。德国功能派翻译理论为广告翻译中广为采用的删译、增译等不符合传统翻译标准的翻译方法提供了有力的理论支持。作者因此认为此理论尤其适用于汽车广告这种有明确目的应用文体的翻译。本文首先简要介绍了功能主义翻译理论,通过对汽车广告的语言特点和中英文广告异同点进行分析的基础上,作者认为传统等值翻译理论不适合用于指导汽车广告的翻译,并指出当前广告翻译中普遍存在的问题,然后结合德国功能主义学派的翻译理论,重点探讨汽车广告的翻译策略。

论文目录

• Acknowledgements
• Abstract
• 中文摘要
• Introduction
• 0.1 The Significance of the Study
• 0.2 Purpose of This Thesis
• 0.3 Scope of This Thesis
• 0.4 Layout of This Thesis
• Chapter One Literature Review
• 1.1 Survey of the Previous Studies on Advertising Translation
• 1.2 Problems in the Current Studies
• 1.3 A Brief Survey of Functionalism
• 1.3.1 Katharina Reiss and Functionalism Translation Criticism
• 1.3.2 Hans J. Vermeer's Skopostheorie
• 1.3.3 Justa Holz-Manttari's Theory of Translational Action
• 1.3.4 Christiane Nord: Function plus Loyalty
• 1.4 The Kernel of the Functionalist Approaches -- Skopostheorie
• 1.5 Enlightenment of Functionalist Approaches on Automobile Advertisement Translation
• 1.5.1 The Skopos Rule
• 1.5.2 The Theory of Translational Action
• 1.5.3 The Role of the Translator
• 1.5.4 The Emphasis on the Role of Target Receiver
• Chapter Two On Auto Advertising
• 2.1 General Introduction of Advertising
• 2.1.1 Definition of Advertising
• 2.1.2 Advertising Elements
• 2.1.3 Functions and Objectives of Advertising
• 2.2 Auto Advertising
• 2.3 Linguistic Features of Auto Advertising
• 2.3.1 Lexical Features
• 2.3.2 Syntactic Feature
• 2.3.3 Rhetorical Features
• 2.4 Cultural Differences between English and Chinese Auto Advertising
• 2.4.1 Group Orientation vs. Individual Orientation
• 2.4.2 Authority Emphasis vs. Fact Emphasis
• 2.4.3 Indirect Thinking Pattern vs. Direct Thinking Pattern
• Chapter Three Strategies for Translating Auto Advertising
• 3.1 Some Problems Existing in Translating Auto Advertising
• 3.1.1 Linguistic Failure
• 3.1.2 Cultural Failure
• 3.1.3 Different Brand Names for the Same Automobile
• 3.2 Criterion for Translating Auto Advertising
• 3.3 Inadequacy of Equivalence-based Theories
• 3.4 Necessity and Feasibility of Adapted Translation Strategies in Translating Auto Advertising
• 3.5 Translation Strategies for Translating Auto Advertising from the Functionalist Perspective
• 3.5.1 Direct Translation
• 3.5.1.1 Transliteration
• 3.5.1.2 Literal Translation
• 3.5.1.3 Combination of Transliteration and Semantic Translation
• 3.5.1.4 Free Translation
• 3.5.2 Adapted Translation
• 3.5.2.1 Addition
• 3.5.2.2 Abridgement
• 3.5.2.3 Imitation
• 3.5.2.4 Cultural Compensation
• 3.5.2.5 Creative Rewriting
• 3.5.2.6 Zero Translation
• Chapter Four Conclusion
• 4.1 Summary of This Thesis
• 4.2 Limitations of the Thesis
• 4.3 Suggestions for Future Research
• Bibliography
• 发表论文和科研情况说明