从文化视角看德国功能派指导下的广告翻译实践

论文摘要

环视我们周围,广告无所不在,影响着我们大多数人生活的方方面面,在社会生活中的作用越来越大,广告翻译也随之显得越来越重要。作为翻译学中的一个分支,广告翻译有着它自己的内在规律,因而需要对它进行系统的研究。广告文体是一种具有极高商业价值的实用文体,它的最终目的和主要功能就是要使消费者接受它所宣传的商品或服务。如果一则广告达不到诱导和说服消费者实施购买行为的目的,这则广告无疑是失败的。同样,在广告翻译中,如果译文无法达到这样的目的和效果就不能算是成功的翻译。由于中西方广告语言和文化的差异,一则优秀的广告在原语言和文化背景中是成功的,但如果一字不改地译成另一种语言的话,就不一定能达到原来的意境,甚至适得其反。因此,传统翻译中强调原文“忠实”、“对等”的翻译策略已无法适应广告翻译的客观要求。在进行广告翻译和探讨广告翻译的基本策略时,必须把广告的特殊目的与翻译理论有机结合起来。德国的功能派翻译理论为我们提供了有利的理论支持。该理论认为翻译是一种有目的的行为,翻译活动是基于源语文本的一种翻译行为,根据目的使目标文本与源文本之间保持一定联系,使交流跨越文化语言障碍得以顺利进行。为实现特定的翻译目的,可采用删译、增译和改译等方法,所有翻译策略都是依据翻译所服务的目的而定。功能理论则为这些不符合传统翻译标准的翻译方法提供有力的理论基础。而广告这种有明确功能的实用问题翻译恰好又需要些特别的翻译方法和策略。本文以功能派翻译理论为理论框架,阐述了广告的定义、结构、特点和功能,分析中英文广告的语言和文化表达方式的不同,归纳出以原文为基础的五种有效的翻译方法:音译,直译,删译,增译和改译。本文以具体的广告为例,阐述了这些方法在广告翻译中的应用,证明了德国功能派翻译理论对广告翻译所起的正确指导作用。

论文目录

• Abstract
• 摘要
• Introduction
• Chapter One A Review of the Functionalist Approach
• 1.1 Background of the Thoery
• 1.1.1 The Equivalence Theories
• 1.1.2 Limitations of Equivalence-based Theories
• 1.2 Development of the Functionalist Theory
• 1.2.1 Katharina Reiss and her Functionalist Translation Criticism
• 1.2.2 Vermeer's Skopos Theory
• 1.2.3 Justa Holz-Manttlan's Theory of Translation Action
• 1.2.4 Nord's "Function plus Loyalty"
• 1.3 Basic Concepts of Functionalist Approaches
• 1.4 Enlightenment of the Theory on Advertising Translation
• 1.4.1 The Active and Crucial Participation of the Translator in Translation
• 1.4.2 The Insight into the Idea of Dethronement of the Source-text
• 1.4.3 The Emphasis on the Role of Target Receiver
• Chapter Two A Brief Review of Advertising
• 2.1 Definition of Advertising
• 2.2 Structure of Advertising
• 2.3 Characteristics of Advertising
• 2.4 Functions of Advertising
• Chapter Three Culture, Language and Advertising
• 3.1 Culture
• 3.1.1 Definition of Culture
• 3.1.2 Characteristics of Culture
• 3.1.3 Functions of Culture
• 3.2 Culture and Language
• 3.3 Advertising Language in a Cultural Context
• 3.4 Language and Advertising
• Chapter Four Cultural Differences That Reflected in the Advertising Language
• 4.1 Cultural Values and Advertising Language
• 4.1.1 Definition of Valu
• 4.1.2 Comparison between Chinese and Western Value
• 4.1.2.1 Individualism & Collectivism
• 4.1.2.2 Masculinity & Femininity
• 4.2 The Differences of Religion and Advertising Language
• 4.3 The Differences of Aesthetics and Advertising Language
• 4.4 The Differences of Social Customs and Advertising Langua
• Chapter Five Linguistic Differences Reflected in the Advertising Language
• 5.1 Lexical Differences
• 5.1.1 Lexical Features in Advertising English
• 5.1.1.1 Mass Use of Adjective
• 5.1.1.2 Coinage and Anagrammatic Spelling
• 5.1.2 Unique Lexical Features in Advertising Chinese
• 5.2 Syntactic Differences
• 5.3 Rhetorical Differences
• Chapter Six Functionalist Approch to Advertising Translation
• 6.1 Definition of Translation
• 6.2 Functionalist Approach to Advertising Translation
• 6.2.1 Transliteration
• 6.2.2 Literal Translation
• 6.2.3 Abridgement
• 6.2.4 Addition
• 6.2.5 Adaptive Translation
• Conclusion
• Works Cited
• Acknowledgements