從符號(hào)學(xué)角度談廣告翻譯
發(fā)布時(shí)間：2018-10-19 14:21
【摘要】：本文從符號(hào)學(xué)的角度對(duì)廣告翻譯進(jìn)行了嘗試性的探索。隨著全球化趨勢(shì)的發(fā)展，越來越多的公司成為跨國(guó)公司。為了節(jié)省成本，這些公司在進(jìn)入外國(guó)市場(chǎng)或在外國(guó)市場(chǎng)進(jìn)行擴(kuò)張時(shí)，常常使用廣告翻譯。由于大多數(shù)消費(fèi)者都通過廣告譯文了解這些公司及其產(chǎn)品，，因此在這一過程中，翻譯成為營(yíng)銷成敗的決定性因素。如商標(biāo)詞的翻譯直接關(guān)系到公司能否建立起正面形象并給消費(fèi)者留下深刻印象，而廣告標(biāo)語及文本的翻譯能夠決定營(yíng)銷成果是否令人滿意。因此，譯者需要使用一定的手段吸引消費(fèi)者，而不僅僅是忠實(shí)地進(jìn)行語言轉(zhuǎn)換。換而言之，廣告翻譯必須與眾不同才能抓住接收者的注意力。要想做出優(yōu)秀的廣告翻譯，譯者需要：1．熟悉廣告的目的，功能，設(shè)計(jì)過程，結(jié)構(gòu)及語言特征；2．找到一種深刻、實(shí)用的理論指導(dǎo)翻譯活動(dòng)；3．靈活運(yùn)用一些實(shí)用的翻譯技巧。作為最為復(fù)雜的符號(hào)系統(tǒng)，語言屬于符號(hào)學(xué)的研究范疇。翻譯活動(dòng)與語言密切相關(guān)，涉及到在不同語碼系統(tǒng)之間進(jìn)行符號(hào)的使用、闡釋及掌控。因此本文將廣告翻譯建立在符號(hào)學(xué)的基礎(chǔ)之上。對(duì)廣告翻譯進(jìn)行符號(hào)學(xué)分析，譯者可以更加清楚地看到信息是怎樣通過符號(hào)的組合而傳遞的，進(jìn)而在目標(biāo)語中根據(jù)目標(biāo)語符號(hào)系統(tǒng)的編碼規(guī)則再造能夠產(chǎn)生同樣信息的符號(hào)組合。在這一過程中，譯者應(yīng)當(dāng)重視文化因素，因?yàn)槲幕蛩爻３Ｊ欠g的困難所在。廣告是對(duì)社會(huì)的反映，它不是在文化真空中產(chǎn)生的，而是由依附于特定文化的符號(hào)組成。由于大部分符號(hào)都屬于某一特定的文化，當(dāng)廣告從一個(gè)文化翻譯到另一個(gè)文化中使用時(shí)，會(huì)產(chǎn)生一定的問題。因此廣告翻譯不僅僅意味著在目標(biāo)語中實(shí)現(xiàn)語言對(duì)等，而且意味著要給予廣告所傳遞的信息足夠的重視，以確保譯文實(shí)現(xiàn)和原文相同的功能。本文從符號(hào)學(xué)的角度分析了廣告翻譯中的文化問題，并對(duì)此提出了一些解決方法。最后，在這些理論和分析的基礎(chǔ)
[Abstract]:This paper attempts to explore advertising translation from the perspective of semiotics. With the development of globalization, more and more companies become multinational corporations. To save costs, these companies often use advertising translations when entering or expanding in foreign markets. Since most consumers understand these companies and their products through advertising translations, translation becomes a decisive factor in marketing success or failure. For example, the translation of trademark words is directly related to whether the company can establish a positive image and impress consumers, while the translation of advertising slogans and texts can determine whether the marketing results are satisfactory or not. Therefore, translators need to use certain means to attract consumers, not just faithful language conversion. In other words, advertising translation must be different in order to capture the attention of the recipient. In order to achieve good advertising translation, the translator needs to be familiar with the purpose, function, design process, structure and linguistic characteristics of the advertisement, and find a profound and practical theory to guide the translation activities; 3. Flexible use of some practical translation techniques. As the most complex symbolic system, language belongs to the category of semiotics. Translation activities are closely related to language, involving the use, interpretation and control of symbols between different code-systems. Therefore, advertising translation is based on semiotics. Through semiotic analysis of advertising translation, the translator can see more clearly how information is transmitted through the combination of symbols. Then, according to the coding rules of the target language symbol system, the symbol combination which can produce the same information can be reconstructed in the target language. In this process, translators should pay attention to cultural factors, because cultural factors are often the difficulty of translation. Advertising is a reflection of society. It is not produced in a cultural vacuum, but is made up of symbols attached to a particular culture. Since most symbols belong to a particular culture, some problems arise when advertising is translated from one culture to another. Therefore, advertising translation means not only the realization of language equivalence in the target language, but also the importance of giving enough attention to the information conveyed by the advertisement in order to ensure that the translation achieves the same function as the original text. This paper analyzes the cultural problems in advertising translation from the perspective of semiotics and puts forward some solutions. And finally, on the basis of these theories and analyses,
【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：H059
本文編號(hào)：2281395
[Abstract]:This paper attempts to explore advertising translation from the perspective of semiotics. With the development of globalization, more and more companies become multinational corporations. To save costs, these companies often use advertising translations when entering or expanding in foreign markets. Since most consumers understand these companies and their products through advertising translations, translation becomes a decisive factor in marketing success or failure. For example, the translation of trademark words is directly related to whether the company can establish a positive image and impress consumers, while the translation of advertising slogans and texts can determine whether the marketing results are satisfactory or not. Therefore, translators need to use certain means to attract consumers, not just faithful language conversion. In other words, advertising translation must be different in order to capture the attention of the recipient. In order to achieve good advertising translation, the translator needs to be familiar with the purpose, function, design process, structure and linguistic characteristics of the advertisement, and find a profound and practical theory to guide the translation activities; 3. Flexible use of some practical translation techniques. As the most complex symbolic system, language belongs to the category of semiotics. Translation activities are closely related to language, involving the use, interpretation and control of symbols between different code-systems. Therefore, advertising translation is based on semiotics. Through semiotic analysis of advertising translation, the translator can see more clearly how information is transmitted through the combination of symbols. Then, according to the coding rules of the target language symbol system, the symbol combination which can produce the same information can be reconstructed in the target language. In this process, translators should pay attention to cultural factors, because cultural factors are often the difficulty of translation. Advertising is a reflection of society. It is not produced in a cultural vacuum, but is made up of symbols attached to a particular culture. Since most symbols belong to a particular culture, some problems arise when advertising is translated from one culture to another. Therefore, advertising translation means not only the realization of language equivalence in the target language, but also the importance of giving enough attention to the information conveyed by the advertisement in order to ensure that the translation achieves the same function as the original text. This paper analyzes the cultural problems in advertising translation from the perspective of semiotics and puts forward some solutions. And finally, on the basis of these theories and analyses,
【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：H059
【引證文獻(xiàn)】
相關(guān)期刊論文 前1條
1 湯金霞;侯廣旭;;社會(huì)符號(hào)學(xué)視角下商品廣告跨文化翻譯的語用意義[J];南京農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2009年02期
本文編號(hào)：2281395
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