功能翻译理论指导下的广告翻译研究

论文摘要

随着改革开放的进一步深化,我国的商品经济迅速发展,国际贸易日益频繁。为扩大国际市场份额,建立国际产品形象,广告在国际市场上的力量不可小觑。因此广告翻译的重要性也受到越来越多的关注,经济发展和市场需要对广告翻译也提出更高的要求。广告是一种具有商业价值的实用型文体,是一种特殊的文体。作为一种操作性文本,其最终目的是要说服消费者购买其宣传的产品或服务。独特的文体特征和特殊目的决定了广告翻译的复杂性。加之英汉语言间的语言差异和文化差异,广告翻译成为商家在国际市场上成败与否的重要因素。因此在翻译广告和探讨广告翻译的原则和策略时,必须将广告这一特殊的文体特征、特殊目的与翻译理论结合起来。然而在我国广告翻译尚未得到充分发展。“信、达、雅”,“忠实”,“对等”等传统翻译理论已远远无法满足现代社会对广告翻译的要求。与此相对德国功能派翻译理论则可以为广告翻译理论研究开辟一个新的视角和理论支持。功能翻译理论二十世纪七十年代产生于德国。其主要代表人物为卡特琳娜赖斯、霍尔兹-曼塔利、汉斯J.维米尔和克思斯帝安诺德。该理论以“目的论”为中心,强调文本目的在翻译过程中的作用,认为翻译活动是基于源语文本的一种翻译行为。而根据“目的论”,所有翻译行为必须遵循的首要法则就是“目的法则”---即目的决定方法,翻译行为所要达到的目的决定整个翻译行为的过程。因此为实现翻译目的,目标文本与源文本之间必须保持一定联系,破除跨文化和语言障碍,使交流得以顺利进行。功能翻译理论为翻译理论研究开辟了一个新视角。它将目的语文本功能的实现作为衡量翻译质量的主要标准,同时提出为实现特定翻译目的,可以采用直译、调整性译法和仿译等方法,所有翻译策略都由翻译行为所服务的目的而定。因此功能翻译理论特殊的翻译策略和方法可有效地指导广告翻译。

论文目录

Abstract

中文摘要

Table of Contents

1.Introduction

1.1 The Background of the Study

1.2 The Structure of the Thesis

2.L iterature Review

2.1 Background of the Functionalist Approaches

2.2 Development of the Functionalist Approaches

2.2.1 Katharina Reiss and the Functional Category of Translation Criticism

2.2.2 Hans J. Vermeer and Skopostheorie

2.2.3 Justa Holz Manttari and the Theory of Translation Action

2.2.4 Christiane Nord and Function plus Loyalty

2.3 Translation Rules of Functionalist Approaches and Their Relationship

2.3.1 Skopos Rule

2.3.2 Coherence Rule

2.3.3 Fidelity Rule

2.3.4 Adequacy vs. Equivalence

2.3.5 Loyalty Principle

2.3.6 A Translation-Oriented Model of Text Typology

3.A dvertising Translation--- From the Perspective of Functionalist Approaches

3.1 General Introduction to Advertising

3.1.1 Definition of Advertising

3.1.2 Roles and Functions of Advertising

3.1.3 The Layout of Advertising

3.2 Advertising Translation--- From the Perspective of Functionalist Approache

3.2.1 Advertising Translation as a Purposeful Activity

3.2.2 The Important Role of Translators in Advertising Translation

3.2.3 The Decisive Role of Target Receiver in Advertising Translation

4.P roblems of Advertising Translation

4.1 Cultural Barrier to Advertising Translation

4.2 Linguistic Features of Advertising in English and in Chinese

4.2.1 Syntactical Features of English and Chinese Advertising

4.2.2 Lexical Features of English and Chinese Advertisement

4.2.3 Rhetorical Devices used in English and Chinese advertising

5. Principles and Suggested Strategies of Advertising Translation Advertising Translation--- From the Perspective of Functionalist Approaches

5.1 Principles of Advertising Translation

5.1.1 The General Principle of Advertising Translation

5.1.2 The Principle of Advertising Translation from the Perspective of Functionalist Approaches

5.2 Suggested Strategies of Advertising Translation Advertising Translation--- From the Perspective of Functionalist Approaches

5.2.1 Direct Translation

5.2.2.F ree Translation

5.2.3 Re-creation

5.2.4 Amplification and Supplementation

5.2.5 Condensed Translation

5.2.6 Borrowing

Conclusion

Bibliographies

功能翻译理论指导下的广告翻译研究

论文摘要

论文目录

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