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  本文關(guān)鍵詞：目的論視角下的詩型廣告翻譯研究　出處：《鄭州大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 詩型廣告 目的論 詩型廣告翻譯 方法

【摘要】： 隨著世界經(jīng)濟的全球化發(fā)展,世界各國的商品流通越來越頻繁,國際競爭也越來越激烈。廣告作為一種有效的競爭手段,在促進產(chǎn)品銷售和占領(lǐng)市場等方面起到重要作用。因而,跨文化廣告翻譯研究的重要性也隨之顯現(xiàn)出來。如今許多學(xué)者從不同角度研究廣告翻譯。然而,僅有少數(shù)人關(guān)注應(yīng)時代要求和社會發(fā)展而產(chǎn)生的一種新型廣告----詩型廣告的翻譯研究。其實,在商品經(jīng)濟時代,詩歌這種高雅的藝術(shù)早已被引入經(jīng)濟領(lǐng)域,并起到獨特的商業(yè)效果。特別在廣告領(lǐng)域,廣告藝術(shù)化是一種趨勢。詩化的語言越來越多,也越來越妙,它已逐漸形成了一種獨特的文本形式,為翻譯研究提供新的素材,同時也引出了詩型廣告翻譯中許多問題和難點。 二十世紀七十年代,由德國功能翻譯學(xué)派的代表人物之一弗米爾提出的目的論為廣告翻譯研究提供了一個新的視野。根據(jù)弗米爾的目的論,任何行為都帶有目的性,翻譯行為也不例外。該理論的核心概念就是：決定翻譯過程的最主要因素是整體翻譯行為的目的,其中包括譯者目的、目標語文本的交際目的和使用翻譯策略或程序的目的。而決定翻譯目的的最主要因素之一就是受眾,他們有自己的文化背景知識、對譯文的期待以及交際需求。在目的論中,目的法則是決定翻譯行為的第一準則,篇際一致和篇內(nèi)一致法則從屬于目的法則。翻譯行為作為一種有目的的跨文化交際,是根據(jù)翻譯目的使譯文與源文之間建立聯(lián)系,使交流得以越過障礙暢通進行。詩型廣告作為一種目的性很強的實用型文體,其最終目的就是要通過提供產(chǎn)品信息,促成消費者購買產(chǎn)品這一行為的實現(xiàn)。因此,在詩型廣告翻譯中,譯文預(yù)期目的的實現(xiàn)應(yīng)是首要考慮因素。 本文首先簡要概述了詩型廣告的提出及基本釋義并介紹了詩型廣告其獨特的“四美”,即“音美”、“意美”、“辭美”、和“形美”,以及詩型廣告語的功能。之后以目的論為理論框架,結(jié)合實際廣告翻譯案例,揭示出跨文化詩型廣告翻譯過程中所涉及的主要影響因素,即文化因素、語言因素、媒體因素、受眾因素、譯者因素和廣告行業(yè)制約因素等等。最后,通過理論聯(lián)系實際的方式,文章在目的論的一些原則的指導(dǎo)下探討研究實際翻譯中應(yīng)采取的一些翻譯方法,指出除直譯、意譯、音譯之外,適應(yīng)性翻譯及創(chuàng)新翻譯都是實現(xiàn)詩型廣告翻譯的有效方法,目的就是使詩型廣告翻譯在的語文化中實現(xiàn)其目的和功能并達到甚至超出預(yù)期效果。 通過對實際翻譯案例的分析研究,作者發(fā)現(xiàn)以目的論為指導(dǎo)來進行詩型廣告翻譯研究是可行的。該理論下的一系列原則對詩型廣告這一獨特的實用文體的翻譯具有很好的指導(dǎo)作用。
[Abstract]:With the globalization of the world economy, the circulation of goods around the world is becoming more and more frequent, and the international competition is becoming more and more intense. Advertising as an effective means of competition. It plays an important role in promoting product sales and occupying market. As a result, the importance of cross-cultural advertising translation also emerges. Nowadays, many scholars study advertising translation from different angles. Only a few people pay attention to the translation study of a new type of advertisement, which is produced in response to the demands of the times and the development of society. In fact, in the age of commodity economy. The elegant art of poetry has long been introduced into the economic field, and has played a unique commercial effect. Especially in the field of advertising, advertising artistry is a trend. More and more poetic language, but also more and more wonderful. It has gradually formed a unique text form, which provides new materials for translation studies, and at the same time leads to many problems and difficulties in the translation of poetic advertisements. In 1970s, the Skopos theory proposed by Vermeer, one of the representative figures of the German functional Translation School, provided a new perspective for the study of advertising translation, according to Vermeer's Skopos Theory. The core concept of this theory is that the most important factor determining the process of translation is the purpose of the whole translation act, including the translator's purpose. The communicative purpose of the target text and the purpose of using translation strategies or procedures. One of the most important factors determining the translation purpose is the audience, who have their own cultural background knowledge. In Skopos theory, Skopos rule is the first criterion to determine translation behavior. The rules of inter-text and intra-text coherence are subordinate to the Skopos principle. As a purposeful cross-cultural communication, translation behavior is to establish a link between the target text and the source text according to the translation purpose. As a kind of practical style with strong purpose, the ultimate purpose of communication is to provide product information. Therefore, in the translation of poetic advertisements, the realization of the intended purpose of the translation should be the primary consideration. At first, this paper briefly summarizes the proposition and basic interpretation of poetic advertising and introduces its unique "four beauties", namely, "sound beauty", "meaning beauty", "rhetoric beauty", and "form beauty". Taking Skopos Theory as the theoretical framework and combining with practical advertising translation cases, this paper reveals the main influencing factors, namely cultural factors, involved in the process of translation of cross-cultural poetic advertisements. Language factors, media factors, audience factors, translator factors and advertising industry constraints and so on. Under the guidance of some Skopos principles, this paper probes into some translation methods which should be adopted in the study of practical translation, and points out that besides literal translation, free translation and transliteration. Adaptive translation and innovative translation are both effective methods to realize the translation of poetic advertisements. The purpose is to achieve its purpose and function in the language culture and to achieve or even exceed the expected effect. Through the analysis of practical translation cases. The author finds that it is feasible to study the translation of poetic advertisements under the guidance of Skopos Theory, which has a good guiding effect on the translation of poetic advertisements as a unique practical style.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：H059

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本文編號：1433605