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从语篇分析角度探讨中文商业广告的英译策略

论文摘要

商业广告的目的是吸引观众的注意力，说服他们购买广告中的商品、服务等，以及树立公司的形象。随着越来越多的“中国制造”的出国门，中文商业广告的成功英译已经成为必要。在本文中，作者试图从语篇分析角度来分析中文商业广告的英译。为使源文本信息在译文中的重建符合“可接受、有吸引力、准确”的标准，作者引进了“信息分类”的概念，即对文本中的信息进行分类分析。对广告进行深入的研究后，作者将广告文本中的信息区分为三类：叙述信息，描述／评价信息，呼唤性信息，并对各类信息的作用、特征进行了总结。作者指出，中文广告中的以上各类信息在英译的过程中存在着各自的问题，并对此进行了探讨，给出了问题的解决方案。最后作者还指出广告主导信息的改变，是改进广告译文的一个有效方法。

论文目录

  • Acknowledgements
  • Abstract
  • 摘要
  • Abreviations
  • Chapter 1 Introduction
  • 1.1 Background
  • 1.2 Rationale and Significance
  • 1.2.1 Why English translation of Chinese advertisement
  • 1.2.2 Why from the perspective of text analysis
  • 1.3 Research Questions and Methodology
  • 1.4 Organization of the Thesis
  • Chapter 2 Literature Review
  • 2.1 Relevant Translation Theories
  • 2.1.1 Traditional Approaches
  • 2.1.2 Functional/Dynamic Equivalence
  • 2.1.3 Skopos Theory
  • 2.1.4 Linguistic Theories
  • 2.2 The Standards of Advertisement Translation
  • 2.3 Summary
  • Chapter 3 Overview of Advertisement
  • 3.1 The Definition of Advertisement
  • 3.2 Classification of Advertisement
  • 3.3 The Components of Advertisement
  • 3.3.1 The Headline of Advertisement
  • 3.3.2 The Body of Advertisement
  • 3.4 Linguistic and Cultural Features of English Advertisement
  • 3.4.1 The Linguistic Features of Advertisement English
  • 3.4.1.1 Lexical Features
  • 3.4.1.2 Syntactical Features
  • 3.4.2 Cultural features of English advertisement
  • 3.4.2.1 Individualism
  • 3.4.2.2 Fact-orientation
  • 3.5 Summary
  • Chapter 4 Theoretical Framework
  • 4.1 Previous Researches on Textual Translation
  • 4.2 Language Function and Text Typology
  • 4.3 Text analysis and Information Typology
  • 4.4 Information Typology in Advertisement
  • 4.5 Summary
  • Chapter 5 Methods of Chinese-English Advertisement Translation
  • 5.1 The Problems of and Solutions to Different types of Information in C-E Advertisement Translation
  • 5.1.1 Narrative Information
  • 5.1.2 Descriptive/Evaluative Information
  • 5.1.3 The Vocative Information
  • 5.2 Reconstruction of Information
  • 5.3 Change of Styles
  • 5.3.1 Change into the Narrative Style
  • 5.3.2 Change into the Descriptive/Evaluative Style
  • 5.3.3 Change into the Vocative Style
  • 5.4 Summary
  • Chapter 6 Conclusion
  • 6.1 Findings and Discussions
  • 6.2 Limitations and Suggestions for Future Studies
  • Bibliography

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