英文广告翻译中的语用对等
毕业论文
On Pragmatic Equivalence in Translation
of English Advertisements
Abstract
As a kind of practical text type with high business value, an advertisement must contain persuasive power and “memory value”. With the increase of international exchanges, advertising translation has become very important. However, the work that has been done on translating advertising copy is quite limited compared to that of other areas in translation studies. However, this kind of translation work is rather difficult in that it is extremely flexible and complex owing to the uniqueness of advertisement and the differences between the Chinese and English languages as well as between their cultural backgrounds. As we all know, advisements are always characterized by their definite purposes and functions. In terms of their translation, it is more important to explore how the linguistic and cultural elements have served the advertising purpose than to simply focus on the transfer of these elements. Only in this way can we choose appropriate methods to help the target text realize the purpose of the source text. The thesis mainly discusses how to deal with the cultural and linguistic differences between Chinese and English in such a way as to carry out the functions of the original texts, and further analyzes, through examples, some frequently employed techniques in advertisement translation. Based on the above analysis, the thesis concludes that pragmatic equivalence is the primary concern of advertisement translation, and at times cultural and linguistic adaptation is both inevitable and necessary in this type of translation in the attainment of the intended goal of the source text.
Key Words: English advertisements; translation; pragmatic equivalence; application
摘 要
广告是1种具有很高商业价值和实用性的文体，1则广告必须具备说服力和记忆价值。随着商品经济的发展和各国经贸交往的增加，广告翻译日益重要。但是广告翻译的研究不能满足广告的迅速发展，与其在商业中的重要地位不平行。它是1种跨语言、跨文化的交流活动，对输入国消费者的心理、信仰等产生直接的冲击，从而影响商品在目标市场的占有率和销量。在实践中我们发现，中英语言和文化中的差异决定了广告翻译是1项非常灵活而复杂的`工作。本文认为，由于广告原文和译文明确的目的性，在其翻译中仅仅关注语言和文化元素的传译是远远不够的，更为重要的是要了解这些元素是如何帮助广告实现其功能的，从而我们才能选择适当的翻译方法，使译文达到原文所要达到的目的。本文在功能对等的理论基础上，着重讨论了如何处理汉英广告互译中所涉及的语言和文化差异;另外我们还结合实例分析了1些常见的翻译技巧。基于以上讨论，本文认为语用对等是广告翻译中必须要考虑的因素。我们应以语用对等为目标，灵活地处理语言和文化差异。
关键词：英文广告、翻译、语用对等、应用
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