奈达的等效理论在英语广告汉译中的应用

论文摘要

广告是一门浓缩的、综合性的商业艺术。随着国际贸易和跨国公司的日益发展,广告英语作为一种应用语言,已逐渐从普通英语中独立出来,发展成为非规范化的专用语言,继而在用词、句法、修辞等方面与普通英语有着诸多差异。而今,外国广告的大量涌入,使得英语广告成为我国企业与消费者获取商品经济信息的重要来源。因此对广告翻译进行探讨与研究尤为重要。作者在前人探索的基础上,在等效翻译理论的指导下,就广告翻译进行了较为系统全面的研究。文章首先论述了广告的基本知识,包括其定义、分类、功能及其特点,其次从用词、句法、修辞三方面论述了英语广告的特点并对中英文广告加以对比,指出两者在语言方面和文化方面的主要差异。文章继而介绍了奈达的等效理论及其发展过程,并分析等效理论与广告翻译的关系,以及等效理论能有效指导广告翻译的原因。最后作者根据奈达的等效理论,探讨了广告这一特殊文本的翻译原则和翻译策略,指出在广告翻译中应遵循可接受性原则和准确性原则。在这两个原则的指导下运用同化策略进行翻译。全文借助一百多个译例解释了奈达的等效理论在英译汉广告翻译中的应用。文章最后指出,虽然在翻译的过程中应该以目的语语言和目的语文化为导向,采取同化的策略,但同化的应用不应该绝对化,特别是在今天,中国的观众对英语语言和文化已有了较深理解的情况下,在不影响中国观众理解广告的前提下,可以对中英文广告中的差异,特别是文化差异酌情加以保留。另外,由于广告文本的特殊性,广告翻译人员应该采取灵活多变的翻译技巧,使翻译出来的广告和源语言一样精彩,一样能促使消费者进行购买行为,以达到功能对等的目的。

论文目录

• Acknowledgements
• 中文摘要
• Abstract
• Chapter 1 Introduction
• 1.1 Popularity of Advertising
• 1.2 Significance of the Study
• 1.3 Structure of the Paper
• Chapter 2 Basic Knowledge of Advertising
• 2.1 Definition of Advertising
• 2.2 Classification of Advertising
• 2.3 Function of Advertising
• 2.4 Structure of English Advertising
• 2.4.1 Headline
• 2.4.2 Body copy
• 2.4.3 Brand
• 2.4.4 Slogan
• Chapter 3 Linguistic Characteristics of English Advertising
• 3.1 Lexical Characteristics
• 3.1.1 Coinages and Anagrammatic Spellings
• 3.1.2 Verbs
• 3.1.3 Adjectives
• 3.2 Syntactical Characteristics
• 3.2.1 Simple Sentence
• 3.2.2 Interrogative Sentence
• 3.2.3 Imperative Sentence
• 3.2.4 Disjunctive Clause
• 3.3 Rhetorical Characteristics
• 3.3.1 Analogy
• 3.3.2 Personification
• 3.3.3 Pun
• 3.2.4 Repetition
• 3.3.5 Rhyming
• 3.3.6 Parody
• Chapter 4 Differences between Chinese and English Advertising
• 4.1 Linguistic Differences
• 4.2 Cultural Differences
• 4.2.1 Collectivism Orientation vs. Individual Orientation
• 4.2.2 Information-dominated vs. Consumer or Emotion-centered
• 4.2.3 Authorities vs. Facts
• 4.2.4 Exaggeration vs. Facts
• Chapter 5 Theoretical Basis of Ad Translation
• 5.1 Nida’s Formal Equivalence
• 5.2 Nida’s Dynamic Equivalence
• 5.3 Nida’s Functional Equivalence
• 5.3.1 Contribution and Limitation of F-E
• 5.3.2 Feasibility of Functional Equivalence in Ad Translation
• Chapter 6 Principles and Strategies of Ad Translation under the Guidance of Functional Equivalence
• 6.1 Principles of Ad Translation
• 6.1.1 Principle of Acceptability
• 6.1.2 Principle of Faithfulness
• 6.2 Strategies of Ad Translation
• Chapter 7 Application of Functional Equivalence in E-C Advertising Translation
• 7.1 Application of F-E When There Is No Linguistic and Cultural Differences
• 7.2 Application of F-E When There Are Linguistic Differences
• 7.3 Application of F-E When There Are Cultural Differences
• 7.4 Application of F-E When There Are Both Linguistic and Cultural Differences
• Chapter 8 Conclusion
• Chapter 9 Bibliography