多义词意义范畴的概念化及其对译文选择的影响 ——广告中的多义词翻译研究

论文摘要

多义词的研究一直倍受语言哲学和语言学的关注,尽管在多义词的多义程度和各义项之间的联系方式方面,词义学家罕能取得一致,但公认的是人类的认知能力是可以提供解读多义词的手段的。随着国际交往日益频繁,广告得以迅猛发展。现代广告语言研究已成为语言研究的一个主要方向。而广告中多义词的翻译又能比较典型地体现多义词意义范畴的概念化特征。本文旨在通过对英汉广告中典型多义词的个案研究,探讨不同文化下隐喻、转喻和图式是如何构建多义词的意义范畴的,并这种意义范畴的构建将如何指导其译文的选择。本文将先在Langacker的范畴理论框架下分析多义词意义范畴的微观结构;探讨隐喻、转喻和图示三者的关系;并以三者关系为基础,对广告中的典型多义词进行个案研究;最后再探讨多义词的意义范畴的概念化对译文选择的影响作用。文章最后总结出多义词意义范畴的三个特点:词义范畴具有认知共性;文化的不同,导致衍生意义的具体路径的不同,再导致词义范畴体现出文化个性;语境是培育词义的沃土。并从这三个特点出发,分析多义词意义范畴的概念化特征对多义词翻译的指导作用,并得出3种具体翻译策略。

论文目录

• Abstract
• 摘要
• Chapter 1 Introduction
• 1.1 Background
• 1.2 Rationale of the Study
• 1.3 Research Objectives
• 1.4 Research Questions
• 1.5 Research Methodology
• 1.6 Significance of the Research
• 1.6.1 Theoretical Significance
• 1.6.2 Practical Significance
• 1.7 Organization of the Study
• 1.8 Summary
• Chapter 2 Literature Review
• 2.1 Introduction
• 2.2 Studies on polyseme
• 2.2.1 Studies on polyseme words
• 2.2.2 Studies on Idealized Cognitive Models（ICMs）
• 2.3 Studies on advertisement translation
• 2.3.1 Studies on the translation of metaphor in advertisement
• 2.3.2 Functional category of translation criticism
• 2.3.3 Requirements for advertising language translation
• 2.4 Studies on cognitive approach to polyseme
• 2.4.1 Cognitive approach to polyseme study
• 2.4.2 A brief survey of cognitive semantics
• 2.5 Summary
• Chapter 3 Theoretical Framework
• 3.1 Introduction
• 3.2 Theoretical Framework for the Present Study
• 3.2.1 Introduction
• 3.2.2 The theory of categorization
• 3.2.3 Mapping out the Theoretical Framework
• 3.2.4 Description of the Theoretical Framework for the Present Study
• 3.3 Summary
• Chapter 4 Analyses of elements that affect Advertisement Translation
• 4.1 Cultural Differences as a Barrier to Advertisement Translation
• 4.1.1 Relation between advertising and culture
• 4.1.2 International advertising as cross-cultural communication
• 4.1.3 Cultural barriers that influence ad translation
• 4.2 A comparison:Chinese and English advertisements from linguistic perspective
• 4.2.1 Different syntactical features
• 4.2.2 Descriptive language vs.plain wording
• 4.2.3 Heavy modifiers vs.brevity
• 4.3 Summary
• Chapter 5 Equivalence-Based Approach vs.Conceptualization-Based Approach:A case study
• 5.1 Questionnaire Design
• 5.1.1 Nature of the design
• 5.1.2 Research approach
• 5.1.3 Participants
• 5.2 Instrumentation
• 5.3 Analysis of the questionnaire
• 5.3.1 Data preparation
• 5.3.2 Analysis of the questionnaire
• 5.3.3 Statistical techniques for analysis
• 5.4 Research Results
• 5.4.1 Overview
• 5.4.2 Quantitative analysis
• 5.4.3 Qualitative analysis
• 5.5 Summary
• Chapter 6 Applications in Advertisement Translation
• 6.1 Target Language Orientation and Re-creation
• 6.1.1 Target language orientation and re-creation on lexical level
• 6.1.2 Target language orientation and re-creation on syntactic level
• 6.1.3 Target language orientation and re-creation on Rhetorical level
• 6.2 Summary
• Chapter 7 Conclusion
• 7.1 Overview of the Present Study
• 7.2 Major Findings of This Paper
• 7.3 Limitations of This Study
• 7.4 Suggestions for Future Research
• Appendix 1 Questionnaire
• Bibliography
• Acknowledgements