目的论视角下的俄语广告汉译研究

发布时间：2018-04-13 21:22

本文选题：目的论 + 广告翻译　；参考：《四川师范大学》2017年硕士论文

【摘要】：现代生活离不开广告,它是宣传(虚拟及非虚拟)产品、服务和精神价值等的重要手段之一。随着全球经济发展,企业跨国发展和国际合作增多,国际化广告逐渐进入人们的生活。众多国际品牌针对各国消费群体特点,制作不同语言的广告。近年来,中国和俄罗斯在政治、经济、文化、教育等方面的合作日益频繁。通过商贸催化剂——商业广告,有助于充分了解商品,助推俄罗斯商品“走进来”,也为中国商品“走出去”打下良好的宣传推广基础。商业广告是一种特殊的实用型文本,其目的是吸引消费者,推动产品销售。优质的广告翻译有利于提高商品在不同国家的销售量。介于广告翻译的特殊性,用传统的翻译观点(如“翻译等值理论”、“翻译对等理论”等)指导广告翻译时,存在某些难以解释的翻译现象。20世纪70年代末,德国翻译功能学派开始发展。功能派翻译理论是研究翻译的另一个视角,其奠基理论为“目的论”。它认为翻译是一种有目的的人类行为,翻译应在目的语环境中以某种目的及目的语受众为行为导向,采取合理的翻译策略。广告及广告翻译文本都具有较强的目的性,目的论适于指导广告翻译。本论文分为以下几个部分。绪论部分简述论文的研究背景、俄汉语广告文本及其翻译的研究现状,概述本论文的研究对象、任务、实践意义、材料来源以及相较于已有研究所做的一点突破。第一章简要介绍广告的定义、广告的目的及广告文本的功能,论述广告翻译的特殊性。第二章主要阐述德国翻译功能学派的发展,目的论的产生及其翻译观。此外,在本章中还阐述了目的论对广告翻译的指导意义。第三章从目的论的角度出发,选取近两年俄罗斯本土广告进行汉译,并作对比研究,分析如何使用“目的论”指导俄语广告文本的汉译,提出以下四条具备可操作性的翻译策略:处理语言形式、处理文化内容、增删信息及综合运用。论文最后为结论部分,概括性总结前文论述。
[Abstract]:Modern life can not be separated from advertising, it is one of the important means of propagandizing (virtual and non-virtual) products, services and spiritual values.With the development of global economy, transnational development and international cooperation, international advertising has gradually entered people's lives.Many international brands make advertisements in different languages according to the characteristics of consumer groups in various countries.In recent years, the cooperation between China and Russia in politics, economy, culture, education and so on has become more and more frequent.Through the commercial catalyst-commercial advertisement, it is helpful to fully understand the goods, promote the Russian goods to "come in", and lay a good foundation for the promotion and promotion of the Chinese goods.Commercial advertising is a special practical text, its purpose is to attract consumers and promote product sales.High-quality advertising translation helps to increase the sales of goods in different countries.In view of the particularity of advertising translation, there are some difficult translation phenomena in the late 1970s when the traditional translation views (such as "translation equivalence theory", "translation equivalence theory", etc.) are used to guide advertising translation.German translation functional school began to develop.Functional translation theory is another angle of view to study translation, and its foundation theory is Skopos theory.It holds that translation is a purposeful human behavior and that translation should be guided by a Skopos and the target audience in the target language context and adopt a reasonable translation strategy.Advertising and advertising translation texts have a strong purpose, Skopos theory is suitable to guide advertising translation.This paper is divided into the following parts.In the introduction part, the research background of the thesis, the research status of Russian and Chinese advertising text and its translation, the research object, task, practical significance, material source and the breakthrough compared with the existing research are summarized.Chapter one briefly introduces the definition of advertisement, the purpose of advertisement and the function of advertisement text, and discusses the particularity of advertisement translation.Chapter two mainly expounds the development of German translation functional school, the emergence of Skopos theory and its translation view.In addition, this chapter also expounds the guiding significance of Skopos theory in advertising translation.Chapter three, from the perspective of Skopos theory, selects the Russian native advertisements for Chinese translation in recent two years, and makes a comparative study to analyze how to use Skopos Theory to guide the Chinese-Chinese translation of Russian advertising texts.Four operable translation strategies are proposed: dealing with language form, processing cultural content, adding and deleting information, and comprehensive application.The last part of the paper is the conclusion.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H35

【参考文献】