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英汉广告翻译中的语言文化差异研究 ——以目的论为指导

2020-12-10阅读(598)

英汉广告翻译中的语言文化差异研究 ——以目的论为指导

论文摘要

在经济飞速发展的当今世界，在经济全球化和经济文化一体化进程加快的大背景下，国际广告及其成功的翻译在品牌和企业走向国际化进程中起着举足轻重的作用。自从我国进入WTO以来，在越来越多的产品涌入我国市场的同时，作为世界上最大商品输出国之一，我国也有大量的商品出口到国际市场。现在，“中国制造”已随处可见。这使广告及广告翻译的重要性更为突出。广告是一种极具商业和社会价值的、目的性极强的实用文体。而且,由于中西方不仅语言不同，在价值取向、思维方式、文化禁忌、风俗习惯及审美情趣等方面都存在着明显的差异。因此，在翻译中做到绝对的对等是不可能的。传统翻译理论显然已无法适应广告翻译的客观要求。这要求我们寻找更为灵活，更为实用的理论来指导广告翻译实践。根据“目的论”的观点，所有翻译行为遵循的首要法则就是“目的法则”，翻译行为所要达到的目的决定整个翻译行为的过程，即“目的决定方法”。而功能主义目的论启示我们在翻译过程中灵活运用各种翻译策略，在认真分析原文的基础上，以译文预期功能为目的，选择最佳处理方法对译文加以处理。因此，该理论对目的性极强的广告翻译实践具有较好的指导作用。本文以“目的论”作为理论框架贯穿始终，通过具体的译例分析，归纳出有效翻译方法，试图从“目的论”的角度为广告翻译实践提供系统的、切实可行的翻译原则与策略，并试图找出最有效的方法将语言文化差异对广告翻译的影响降到最低，以保证广告翻译的质量。

论文目录

  • Acknowledgements
  • 摘要
  • Abstract
  • Introduction
  • Chapter One Literature Review
  • 1.1 Previous studies on advertisement translation
  • 1.2 Present situation of advertisement translation
  • Chapter Two Theoretical Basis
  • 2.1 Background and development of Skopos theory
  • 2.2 Core concepts of Skopos theory
  • 2.2.1 Translation Brief
  • 2.2.2 Three rules and their relationship
  • 2.2.3 Adequacy and equivalence
  • 2.2.4 The role of translator and target receiver
  • 2.3 Significance of Skopos theory to advertisement translation
  • Chapter Three Advertisement and Advertisement Translation
  • 3.1 Advertisement in general
  • 3.1.1 Definition and characteristics of advertisement
  • 3.1.2 Classification and elements of advertisement
  • 3.1.3 Functions and roles of advertisement
  • 3.1.4 Requirements of advertisement
  • 3.1.5 Basic Features of advertisement language
  • 3.2 Advertisement translation
  • 3.2.1 General understanding of advertisement translation
  • 3.2.2 Basic principles of advertisement translation
  • Chapter Four Linguistic and Cultural Differences between English and Chinese Advertisements
  • 4.1 Language, culture and advertisement translation
  • 4.2 Linguistic differences between English and Chinese advertisements
  • 4.2.1 Lexical features
  • 4.2.2 Syntactic features
  • 4.2.3 Rhetorical features
  • 4.2.4 The impact of linguistic differences on English-Chinese advertisement translation
  • 4.3 Cultural differences between English and Chinese advertisements
  • 4.3.1 The differences of values
  • 4.3.2 The differences of colors and numbers
  • 4.3.3 The differences of aesthetics
  • 4.3.4 The differences of social customs
  • 4.3.5 The impact of cultural differences on advertisement translation
  • Chapter Five Integrated Application of Skopos Theory to Advertisement Translation in View of Linguistic and Cultural Differences
  • 5.1 General consideration of Skopos theory in advertisement translation
  • 5.1.1 Skopos theory as the most effective guiding theory in advertisement translation
  • 5.1.2 The status of source text and target text in advertisement translation
  • 5.1.3 Flexible advertisement translation strategies
  • 5.2 Translation Strategies Applicable to Advertisement Translation in View of the Differences
  • 5.2.1 Literal translation and its inadequacy
  • 5.2.2 Free translation
  • 5.2.3 Semantic translation
  • Conclusion
  • Bibliography

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    英汉广告翻译中的语言文化差异研究 ——以目的论为指导
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