符号学在广告翻译中的应用

论文摘要

本文依照符号学的翻译观,通过对广告的特殊特征和功能的分析,说明广告翻译不仅仅是指意义的对应转换,更重要的是实现其联想意义的转换以求达到语用等效,从而使目标广告发挥原广告同等的效力。在全球化趋势下,广告翻译在销售战中起着决定性作用,所以要达到原广告的同等效力,就需要一个行之有效的广告翻译策略与方法。本论文在分析符号学的基础上,例证了广告翻译的符号学方法,符号学翻译为当今的广告翻译展示了一种意义深远且有效的翻译方法。符号学指导方法使广告翻译者更清楚的分析原广告中的信息是如何通过语言符号在目标广告中实现指意和语用对等。

论文目录

• Acknowledgements
• 摘要
• Abstract
• Chapter 1 A Brief Survey of Semiotics
• 1.1 Semiotic Concepts in Translation
• 1.1.1 Functions of Signs
• 1.1.2 The Relationship among Sign,Signifier and Signified
• 1.1.3 Three Sign Relations and Corresponding Meanings
• 1.1.4 Icon,Index and Symbol in Advertisements
• 1.2 Semiotics in Advertisement Translation
• 1.2.1 Advantages of a Semiotic Approach to Advertisement Translation
• 1.2.2.Translation Types under the Direction of Semiotics
• Chapter 2 Advertisement and Translation Strategies
• 2.1 Functions and Features of Advertisements
• 2.1.1 Fucntions of Advertisements
• 2.1.2 Features of Advertisements
• 2.2 Translation Strategies of Advertisements
• 2.2.1 Translation Strategies of Macro-components
• 2.2.2 Translation Strategies of Micro-components
• 2.2.3 Translation Strategies of Nonverbal Signs
• Chapter 3 The Cultural Influence on Advertisement Translation
• 3.1 Culture and Its Influence on Translation
• 3.1.1 SL Cultural Influence on Advertisement Translation
• 3.1.2 TL Cultural Influence on Advertisement Translation
• 3.1.3 The Influence of Advertisement Translation on Cultures
• 3.2 Cultural Signs in Advertisement Translation
• 3.2.1 Cultural Signs in Advertisement
• 3.2.2 Semiotic Translation of Cultural Signs in Advertisements
• Chapter 4 Practical Advertisement Translation Theories Guided by Semiotics
• 4.1 Principles of Advertisement Translation Directed by Semiotics
• 4.1.1 The Principle of Sign Equivalence
• 4.1.2 The Principle of Pragmatic Equivalence
• 4.2 Branding Translation under the Direction of Semiotics
• 4.2.1 A Process of Semiosis in Branding Translation
• 4.2.2 Integration of Advertisement Translation
• 4.2.3 Differentiation of Advertisement Translation
• Chapter 5 Conclusion
• Works Cited
• 攻读硕士学位期间发表的论文和取得的科研成果