从跨文化交际角度分析广告翻译

发布时间：2018-02-27 15:56

本文关键词： 广告广告翻译跨文化交际　出处：《中南民族大学》2012年硕士论文　论文类型：学位论文

【摘要】：当今世界全球化已经成为不可逆转的潮流，因此与之前相比，进出口贸易变得平常。作为我们日常生活最重要文化的一方面，广告反映了人们的态度，，需求，价值及应对社会变革的一系列反应。随着经济的发展以及七十年代广告禁令的解除，中国广告业正以无人预料的速度起飞。不仅中国民众受惠于发达国际的先进产品，我国的民族产品也参与世界竞争。中国已经成为世界贸易十强及最大的发展中国家出口国。越来越多试图占领世界市场的企业家认识到广告的重要性。虽然他们在广告设计上花费不菲，因为文化及语言的多样性，重现译出语的精妙之处十分困难。然而译者可以抓住文化方面的重点，采用适当的翻译策略。事实上，广告翻译被译者忽视了很长一段时间，直到近年来，它重要的现实意义才被发现。作为一种独具特色的实用文体，广告承载了非常丰富的文化内涵。因此，翻译不再是简单的词对词的转换，而是一项复杂的任务。在学术报刊或论文中，广告翻译这个主题很常见，但很少有从跨文化交际角度来探讨的。从某种程度上来说，正是这个原因促使作者在此文中讨论跨文化交际与广告翻译的联系。本文强调从跨文化交际角度探讨广告翻译的重要性。它关注于在跨文化交际与西方翻译理论指导下的广告翻译研究。而且，在实践中提供了一些有效的策略及生动的例子。研究表明，在翻译过程中应根据广告的特点，选用适当的表达方法。如果原作在受众国有文化共性，能被人理解接受，则可采用直译；反之，若原作所蕴含文化与译文读者的本族文化不一致，则应灵活采用意译，创造性翻译等方法，使译文表达出原文的风貌，以达到商业目的。
[Abstract]:In today's world, globalization has become an irreversible trend, therefore, compared with before, the import and export trade become commonplace. As one of the most important aspects of our daily life culture, advertising reflects the attitude of the people, demand, value and a series of reactions in response to social change. With the development of economy and the 70s release of advertising bans, Chinese advertising industry is not expected to speed off. Chinese advanced products not only to benefit the people in the developed world, our national products also participate in the world competition. Chinese has become the world's top ten largest developing country trade and exports.
Try to occupy the world market more and more entrepreneurs realize the importance of advertising in the advertising design. Although they spend a lot of money, because of the diversity of culture and language, language translation to reproduce the subtleties of very difficult. However, the translator can grasp the key cultural aspects, adopt appropriate translation strategies.
In fact, advertising translation has been neglected for a long time, until recently, it was found that the important practical significance. As a practical style, the unique characteristics of the advertising, carrying very rich cultural connotations. Therefore, translation is no longer a simple word for word translation, but a complex in academic journals or tasks. In this paper, the theme of advertising translation is very common, but rarely from the perspective of intercultural communication study. To some extent, that is the reason why the author of this paper discussed in intercultural communication and advertisement translation.
This paper emphasizes the importance of advertising translation from the perspective of intercultural communication. It focuses on the study of advertisement translation in intercultural communication and western translation theories. Moreover, some effective strategies and vivid examples. In practice research shows that in the process of translation should be based on the characteristics of advertising, choose the appropriate expression method. If the original audience in state-owned cultural universals can be understood, accepted, can use literal translation; on the contrary, if contained in the original culture and the readers of this culture is not the same, it should be flexible to use free translation, creative translation methods, so as to express the original style, to achieve business objectives.

【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059

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