传播学视角下的汉语广告英译研究

论文摘要

随着世界经济的迅猛发展及中国加入世界贸易组织,国内的许多厂家力争将其产品推向国际市场。为了使自己的产品在国际市场上更有竞争力,厂家必须使用恰当的广告使其产品更好地被国外消费者了解并接受,从而实现产品的促销。因此,汉语广告翻译和研究具有重要的现实意义和实用价值。广告作为一种应用文体有其独特的特点。广告的翻译不应被看成仅仅是一种纯粹的语言转换过程,还应该是一种以说服目标消费者购买其产品为目的的传播活动。本文将试图运用传播学的相关理论来研究商业广告英译以及其中存在的问题,并寻求解决问题的办法。首先,本文对广告翻译过程中译者、作者、受众等各个基本的要素进行了较为详细的阐述,并概括介绍了受众的“使用与满足”理论和“传者守门人”理论。在此基础上,本文提出,广告的特殊性在于强调对于受众的传播效果,离开了受众的接受,传播效果就不能得以实现。因此,在广告翻译中译者应当首先考虑译文受众的接受能力并采取以受众为中心的翻译原则。在广告英译中,原作者是隐形的,而译者则应得到强调和重视。译者不仅仅要忠于原文和原作者,更要忠于受众和译文。当逐字英译导致译文不能被异语读者理解并接受时,译者有权在不改变原文精神的前提下,对译文进行适量的改动。商品信息,即译文,必须以异语读者能够理解的方式传递,而外国受众的反映或反馈则可以看作是评价翻译好坏和成功与否的一个标准。对于广告翻译的译者来讲,还要根据事先所预测的译文受众的反映来调整译文。此外,文章还从受众语言和受众文化两方面对中文广告翻译进行了详细分析,通过比较研究,提出了一些适用于中文广告英译的可行性策略。

论文目录

• Abstract
• 摘要
• Abbreviations
• Introduction
• Chapter One An Overview of Advertisement Translation and the Science of Communication
• 1.1 Studies on Advertisement Translation in China
• 1.1.1 The First Symposium on "Skills in C-E Translation"
• 1.1.2 Recent Studies on Advertisement Translation in China
• 1.2 Science of Communication and its Influence on Translation Study
• 1.2.1 The Science of Communication as a Discipline
• 1.2.2 The Influence of the Science of Communication on Translation Study
• 1.2.3 Significance and Liability of Communication Approach to Translation
• Chapter Two Essential Elements in the Process of Advertisement Translation:a Communication Perspective
• 2.1 A Close Look at Advertisement
• 2.1.1 Definition
• 2.1.2 Purposes &Functions of Advertisement
• 2.2 Target Audience——Core of Advertisement Translation
• 2.2.1 The Characteristics of the Audience
• 2.2.2 Uses and Gratifications Theory
• 2.2.3 The Target Audience as Core Issue
• 2.3 Translator——Communicator & Gatekeeper of Advertisement Translation
• 2.3.1 The Advertisement Translator as Communicator
• 2.3.2 The Advertisement Translator as Gatekeeper
• 2.4 Author of Chinese Advertisements
• 2.5 Message and Channel
• 2.6 Target Audience's Feedback and Noise Interfering Their Reception
• Chapter Three The Audience Orientation Principle of Translating Chinese advertisements
• 3.1 Target Audience's Language Orientation
• 3.1.1 On Lexical Level
• 3.1.2 On Syntactic Level
• 3.1.3 On Rhetorical Level
• 3.2 Target Audience's Culture Orientation
• 3.2.1 From Worldviews
• 3.2.2 From Norms
• 3.2.3 From Values
• Chapter Four Some Effective Strategies for Translating Chinese Advertisement Based on the Audience Orientation Principle
• 4.1 Conventional Approaches
• 4.1.1 Literal Translation
• 4.1.2 Free Translation
• 4.2 Adaptation Approaches
• 4.2.1 Structure-borrowing
• 4.2.2 Explanatory Translation
• 4.2.3 Treason
• Conclusion
• Bibliography
• Appendix
• Acknowledgements