运用奈达的功能对等理论分析广告的翻译

运用奈达的功能对等理论分析广告的翻译

论文摘要

语言是传递信息和交流情感的手段,翻译则是众多语言活动中的一种,它是将一种语言用另一种语言重新表达出来的语言实践活动。在我国,随着经济的高速发展中国加入世界贸易组织以及全球经济一体化进程加快,我们的国际交流与合作领域不断扩大,对外商贸活动也日益增加,而语言是做好商贸工作的基本条件,我们要让外国了解中国,了解中国的产品,于是,广告便成了我国一门新兴的产业,如今广告作为产品的一种主要促销手段,已经深入到社会的各个角落,成为人们日常生活不可缺少的部分。每当你打开一张报纸,翻开一本杂志,打开电视机或者走在大街上都会有广告映入你的眼帘,广告无处不在,无时不有。广告作为一种特殊的应用文体,其最终的目的是吸引读者的注意力,促使读者采取行动购买宣传的产品或者服务。于是对于广告的翻译,应当采用的理论依据,不同的学派持有不同的观点。本文认为,美国的翻译学家尤金奈达大力提倡的“功能对等”理论,可以突出翻译的交际功能,是广告翻译的指导理论。本文分为五部分,试用尤金奈达的“功能对等”理论分析广告语言的翻译。在翻译广告文字时,无论是英译汉还是汉译英,都必须突出广告的功能,即,吸引消费者的注意,促使他们去购买广告中宣传的产品或服务。不能只满足于字面上的翻译,必须是语言翻译得精准又地道,尤其是把原文中的“潜台词”或言外之意表达出来,奈达的理论中提到“目的语读者对对目的语的反应与原语读者对原语的反应在一定程度上是一样的”,此外再利用些技巧和手段把广告的个性表现出来。由此可以看出,奈达的理论指导广告的翻译最为合适。本文中阐述广告的翻译不仅仅是语言的翻译而且也是不同文化的转换,由于不同国家的文化存在着不同程度的差异,各自的广告设计也有各自的特色,在广告为翻译的同时,必须考虑到对方广告的语言和文化特色,以及对方消费者的文化习惯和思想意识。在翻译的过程中,译者当作再创造和研究的过程,投入大量的心血和劳动。只有这样才能在充分消化原文的意思和掌握原文的特点的基础上,翻译出具有欣赏价值和市场效益的广告语言。

论文目录

  • Acknowledgements
  • Abstract
  • 摘要
  • Introduction
  • Chapter One Literature Review
  • 1.1 Nida’s Formal Equivalence and Dynamic Equivalence
  • 1.2 Functional Equivalence-the Development of Dynamic Equivalence
  • 1.3 Contributions and Limitations of Functional Equivalence
  • 1.3.1 Contributions of Functional Equivalence
  • 1.3.2 Limitations of Functional Equivalence
  • 1.4 Summary
  • Chapter Two Brief Introduction to Advertisement and Its Features
  • 2.1 About Advertising
  • 2.1.1 History of Advertising
  • 2.1.2 Definitions of Advertising
  • 2.1.3 Classifications of Advertising
  • 2.1.4 Functions of Advertising
  • 2.2 The Features of Advertising Language
  • 2.2.1 A Brief introduction
  • 2.2.2 Lexical Feature
  • 2.2.3 Syntactical Feature
  • 2.2.4 Rhetorical Features of Advertising Language
  • 2.2.5 Cultural Features of Advertising English
  • Chapter Three Nida’s Functional Equivalence in Advertising Translation
  • 3.1 Analyzing Advertising from Textual Aspect with Functional Equivalence
  • 3.2 Analyzing Advertising from Syntactical Aspect with Functional Equivalence
  • 3.3 Analyzing Advertising from Lexical Aspect with Functional Equivalence
  • 3.4 Analyzing Advertising from Cultural Aspect with Functional Equivalence
  • Conclusion
  • Bibliography
  • 发表论文和科研情况说明
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