从语篇分析角度探讨中文商业广告的英译策略

论文摘要

商业广告的目的是吸引观众的注意力，说服他们购买广告中的商品、服务等，以及树立公司的形象。随着越来越多的“中国制造”的出国门，中文商业广告的成功英译已经成为必要。在本文中，作者试图从语篇分析角度来分析中文商业广告的英译。为使源文本信息在译文中的重建符合“可接受、有吸引力、准确”的标准，作者引进了“信息分类”的概念，即对文本中的信息进行分类分析。对广告进行深入的研究后，作者将广告文本中的信息区分为三类：叙述信息，描述／评价信息，呼唤性信息，并对各类信息的作用、特征进行了总结。作者指出，中文广告中的以上各类信息在英译的过程中存在着各自的问题，并对此进行了探讨，给出了问题的解决方案。最后作者还指出广告主导信息的改变，是改进广告译文的一个有效方法。

论文目录

• Acknowledgements
• Abstract
• 摘要
• Abreviations
• Chapter 1 Introduction
• 1.1 Background
• 1.2 Rationale and Significance
• 1.2.1 Why English translation of Chinese advertisement
• 1.2.2 Why from the perspective of text analysis
• 1.3 Research Questions and Methodology
• 1.4 Organization of the Thesis
• Chapter 2 Literature Review
• 2.1 Relevant Translation Theories
• 2.1.1 Traditional Approaches
• 2.1.2 Functional/Dynamic Equivalence
• 2.1.3 Skopos Theory
• 2.1.4 Linguistic Theories
• 2.2 The Standards of Advertisement Translation
• 2.3 Summary
• Chapter 3 Overview of Advertisement
• 3.1 The Definition of Advertisement
• 3.2 Classification of Advertisement
• 3.3 The Components of Advertisement
• 3.3.1 The Headline of Advertisement
• 3.3.2 The Body of Advertisement
• 3.4 Linguistic and Cultural Features of English Advertisement
• 3.4.1 The Linguistic Features of Advertisement English
• 3.4.1.1 Lexical Features
• 3.4.1.2 Syntactical Features
• 3.4.2 Cultural features of English advertisement
• 3.4.2.1 Individualism
• 3.4.2.2 Fact-orientation
• 3.5 Summary
• Chapter 4 Theoretical Framework
• 4.1 Previous Researches on Textual Translation
• 4.2 Language Function and Text Typology
• 4.3 Text analysis and Information Typology
• 4.4 Information Typology in Advertisement
• 4.5 Summary
• Chapter 5 Methods of Chinese-English Advertisement Translation
• 5.1 The Problems of and Solutions to Different types of Information in C-E Advertisement Translation
• 5.1.1 Narrative Information
• 5.1.2 Descriptive/Evaluative Information
• 5.1.3 The Vocative Information
• 5.2 Reconstruction of Information
• 5.3 Change of Styles
• 5.3.1 Change into the Narrative Style
• 5.3.2 Change into the Descriptive/Evaluative Style
• 5.3.3 Change into the Vocative Style
• 5.4 Summary
• Chapter 6 Conclusion
• 6.1 Findings and Discussions
• 6.2 Limitations and Suggestions for Future Studies
• Bibliography