用纽马克的交际翻译理论探究汉语广告的英译

论文摘要

作为国际经济竞争的手段和文化传播的桥梁，广告在社会各领域都发挥着至关重要的作用。自从我国实行改革开放政策，特别是加入WTO以来，越来越多的外国商品凭借成功的广告涌入中国市场。然而，在国际上享有声誉的中国商品却寥寥无几，即使这些商品已经达到了国际标准。其原因就在于当汉语广告译成英语时，英语翻译并不尽如人意。我国广告业起步晚，发展慢。汉语广告的英译不成熟，翻译水平尚待提高。本文以纽马克的交际翻译理论为指导，来探究汉语广告的英译。由于广告的最终目的是说服潜在消费者去购买广告所宣传的产品或服务。因此，广告语言是特殊的行业语言。这引起了国内外很多学者的关注。国内学者如赵静、周晓、周怡、崔刚、王韬等以及国外学者如利奇、迈克和梅尔等都从词汇、修辞以及句法三方面对英语广告的语言特点进行了研究。但是，很少有国内学者对汉语广告的语言特点进行研究。鉴于翻译是两种语言之间的转换，因此，应当对汉语广告的语言特点进行研究。只有了解了两种语言的特点，才能有效地进行广告翻译。本文通过对比分析，得出了英汉广告语言特点的共性与差异。一切有目的性的活动都需要理论来指导。翻译是一种有目的性的活动，也需要理论来指导。本文以纽马克的交际翻译理论作为理论基础。本文共有六章。第一章是文章的序言。第二章介绍了广告的基本知识。第三章对英汉广告的语言特点进行了比较和分析。第四章分析了纽马克的相关理论。在这些理论的指导下，第五章提出了一些常用的翻译技巧。第六章分析了传递文化概念时遇到的困难并提出了一些特殊的翻译方法。广告的英译在中国是很重要的，但是，目前我国的广告在英译方面有进一步开发的空间。因此，对汉语广告的英译进行研究是有很多实际意义的。作者希望本文的研究对广告翻译者以及翻译爱好者有所帮助，希望本文所提出的翻译技巧对汉语广告的翻译者有一定的借鉴作用。

论文目录

• ABSTRACT
• 摘要
• Contents
• Chapter Ⅰ Introduction
• Chapter Ⅱ Brief Introduction to Advertisement
• 2.1 Definition of Advertisement
• 2.2 Functions of Advertisement
• 2.2.1 Marketing Function
• 2.2.2 Communication Function
• 2.2.3 Economic Function
• 2.2.4 Social Function
• 2.2.5 Educational Function
• 2.3 Objectives of Advertisement
• 2.4 Classification of Advertisement
• 2.5 Elements of Advertisement
• 2.5.1 Headline
• 2.5.2 Body copy
• 2.5.3 Slogan
• 2.5.4 Trademark
• 2.5.5 Illustration
• Chapter Ⅲ A Comparative Study of Linguistic Characteristics of English and Chinese Advertisements
• 3.1 Lexical Characteristics of English and Chinese Advertisements
• 2.1.1 Frequent Use of Verbs and Adjectives in English and Chinese Advertisements
• 3.1.1.1 Verbs
• 3.1.1.2 Adjectives
• 3.1.2 Frequent Use of Abbreviations and Clever Use of Coinages in English Advertisements
• 3.1.2.1 Abbreviations
• 3.1.2.2 Coinages
• 3.1.3 Frequent Use of Four\Seven-character Structures and Rhyming Compounds in Chinese Advertisements
• 3.1.3.1 Four\seven-character Structures
• 3.1.3.2 Rhyming Compounds
• 3.2 Widely-applied Rhetorical Devices in English and Chinese Advertisements
• 3.2.1 Parallelism and Antitheses in English and Chinese Advertisements
• 3.2.1.1 Parallelism
• 3.2.1.2 Antithesis
• 3.2.2 Simile, Metaphor, Personification, Hyperbole, Pun and Parody in English and Chinese Advertisements
• 3.2.2.1 Simile and Metaphor
• 3.2.2.2 Personification
• 3.2.2.3 Hyperbole
• 3.2.2.4 Pun
• 3.2.2.5 Parody
• 3.2.3 Repetition and Rhyme in English and Chinese Advertisements
• 3.2.3.1 Repetition
• 3.2.3.2 Rhyme
• 3.2.4 Palindrome in Chinese Advertisements
• 3.3 Syntactical Characteristics of English and Chinese Advertisements
• 3.3.1 Frequent Use of Simple Sentences in English and Chinese Advertisements
• 3.3.2 Frequent Use of Interrogative and Imperative Sentences in English and Chinese Advertisements
• 3.3.2.1 Interrogative Sentences
• 3.3.2.2 Imperative Sentences
• 3.3.3 Frequent Use of Elliptical Sentences, Disjunctive Sentences and Direct Speech in English Advertisements
• 3.3.3.1 Elliptical sentences
• 3.3.3.2 Disjunctive Sentences
• 3.3.3.3 Direct Speech
• 3.3.4 Frequent Use of Exclamatory Sentences in Chinese Advertisements
• Chapter Ⅳ Debates on English Translation of Chinese Advertisements and Related Theories by Newmark
• 4.1 Some Debates on English Translation of Chinese Advertisements
• 4.1.1 German Functionalism's Skopostheorie
• 4.1.2 Nida's Functional Equivalence Theory
• 4.2 Newmark's Theories and Translation of Advertisements
• 4.2.1 Functions of Language in General and Functions of Advertisement Language
• 4.2.2 Text Typology and Advertisements
• 4.2.3 Communicative Translation Theory and Vocative Texts
• 4.2.4 Equivalent Effect
• Chapter Ⅴ Commonly-applied Translation Techniques in English Translation of Chinese Advertisements
• 5.1 Phonetic Translation Technique—Transliteration
• 5.2 Lexical Translation Techniques
• 5.2.1 Literal Translation
• 5.2.2 Free Translation
• 5.2.3 Amplification
• 5.2.4 Omission
• 5.3 Syntactical Translation Techniques
• 5.3.1 Division
• 5.3.2 Parody
• 5.3.3 Adaptation
• Chapter Ⅵ Difficulties in Transferring of Cultural Concepts in English Translation of Chinese Advertisements and Some Effective Ways Suggested
• 6.1 Relationships among Culture, Language and Translation
• 6.2 Causes of Difficulties in Transferring of Cultural Concepts in English Translation of Chinese Advertisements
• 6.2.1 Differences in Philosophy
• 6.2.2 Differences in Values
• 6.2.2.1 Collectivism vs.Individualism
• 6.2.2.2 Authority vs.Fact
• 6.2.2.3 Respect for the Old vs.Ignorance of the Old
• 6.2.2.4 Emotion of Homesickness vs.Tendency to Migration
• 6.2.3 Differences in Consuming Psychology
• 6.2.3.1 Self-centered vs.Consumer-centered
• 6.2.3.2 Physiological Needs vs.Spiritual Needs
• 6.2.3.3 Past Orientation vs.Future Orientation
• 6.2.4 Differences in Mode of Thinking
• 6.3 Some Effective Ways in Transferring of Cultural Concepts in English Translation of Chinese Advertisements
• 6.3.1 Transliteration plus Free Translation
• 6.3.2 Transliteration plus Amplification
• 6.3.3 Literal Translation plus Free Translation
• 6.3.4 Amplification plus Omission
• 6.3.5 Conversion
• 6.3.5.1 Conversion of Images
• 6.3.5.2.Conversion of Perspectives
• 6.3.6.Shifting of Emotions
• 6.3.7 Combination of Adaptation plus Amplification plus Omission
• Conclusion
• Bibliography