从目的论角度看广告翻译中的译者主体性

论文摘要

截止目前为止,对广告的翻译研究已品目繁多,但基本集中于广告翻译策略和广告文本本身的研究,对在广告翻译中起着重要作用的译者的主体性研究却鲜有提及。对此,本文从“目的论”(Skopos theory)的角度,探讨“目的论”对广告翻译中的译者的主体性(translator’s subjectivity )发挥的指导性作用。本文首先根据德国功能派发展而来的“目的论”得出如下启示:广告翻译中发挥译者主体性是必须的也是合理;其次,译者的主体性发挥有一定的空间,也有一定局限性;由于广告翻译的特殊性,广告翻译者须对广告翻译中三个重要参数:原语文本,译语文本,读者进行重新定位。然后,把理论上的启示与广告翻译的实践结合起来进行分析、研究,结果发现,译者在整个广告翻译过程中所发挥的主体性作用都是在目的论的指导下进行的。换而言之,即“目的论”对广告翻译中译者的主体性发挥具有指导性作用。

论文目录

• 摘要
• ABSTRACT
• Chapter One Introduction
• 1.1 Motivation of This Thesis
• 1.2 The Significance of the Study
• 1.3 The Framework of This Thesis
• Chapter Two Literature Review
• 2.1 Relevant Studies on Advertising Translation at home and broad
• 2.1.1 Studies Abroad
• 2.1.2 Studies in China
• 2.2 The Gap
• Chapter Three Theoretical Framework
• 3.1 Brief Introduction to Advertising
• 3.1.1 The Definition of Advertising and Advertisement
• 3.1.2 The Purpose and Function of Advertisement
• 3.2 Translator’s Subjectivity
• 3.2.1 On Subject and Subjectivity in Philosophy
• 3.2.2 Debate on the Subject of Translation
• 3.2.3 On Translator’s Subjectivity
• 3.3 Skopos theory
• 3.3.1 Historical Development of Skopos theory
• 3.3.2 Basic Rules in Skopos Theory
• 3.3.3 Extended Rule—Flexible Rule
• Chapter Four Enlightenment of Skopos on Exerting Translator’s Subjectivity in Advertising Translation
• 4.1 Theoretical Enlightenment
• 4.1.1 Necessity of Translator’s Subjectivity
• 4.1.2 Reasonability of Translator's Subjectivity
• 4.1.3 Room and Limitation of Translator’s Subjectivity
• 4.1.4 Re-recognition Calls for Translator’s Subjectivity
• 4.2 Practical Manifestation
• 4.2.1 Manifestation in the Process of Understanding
• 4.2.2 Manifestation in the Process of Expressing
• Chapter Five Constraints on Translator’s Subjectivity in Advertisement Translation from the Perspective of Skopos Theory
• 5.1 Commission Given by the Initiator
• 5.2 Translator’s Cultural Pre-structure
• 5.3 Translator’s Bilingual Competence
• 5.4 Target Reader
• Chapter Six Conclusion
• Acknowledgments
• References
• Appendix