从接受美学看英汉汉英广告翻译

从接受美学看英汉汉英广告翻译

论文摘要

随着我国社会经济的迅速发展,改革开放的进一步深化,以及作为世界贸易组织的一名成员,中国产品进入到国际市场的机会大大增加了,与此同时也有大量的外国产品涌入中国市场,各种产品在市场上的竞争越演越烈,广告业务正在以惊人的速度增长。今天的中国已经跻身世界十大广告强国之列。广告在促进产品销售和繁荣市场经济等方面的作用也越来越明显,广告翻译的地位也随之显得越来越重要。作为跨文化交际研究的一个新领域,广告翻译越来越得到人们的重视。作为对传统翻译理论的一个重大突破和翻译理论研究的重要补充,由姚斯和伊索尔所提出的接受美学理论无疑为广告翻译的理论研究开辟了一个新视角。接受美学给文学评论界带来了一场革命,并最终使文学评论的中心实现了由作品向读者的转变。接受美学理论在翻译研究中的应用引起了研究者对译者与译文读者接受过程的关注。在以前的许多翻译理论中,作者中心论和文本中心论占绝对统治地位,而没有考虑到读者的接受,甚至也没有考虑到在翻译的过程中,译者依据读者的接受来选用不同的翻译策略。20世纪60年代,以现象学和解释学为理论基础、以人的接受实践为依据的接受美学的诞生,使人们找到了一个新的研究方法,是方法论上的一个重大变革。迄今为止,围绕着接受美学及其相关课题,国内外研究者已开展了大量的翻译实践及理论研究。然而,中国译界对这一课题的研究则起步较晚。因此,从理论发展水平及研究成果上来比较,我国落后于西方国家。同时,在理论引进的过程中,由于缺乏系统性,也带来了不同层次的误解和问题。接受美学从根本上动摇了传统的翻译理论及观点,将其引入并应用到翻译理论界,其所遭遇的阻力可想而知。本文通过对接受美学理论简要地研究与阐发,开掘这一理论的现实价值,分析接受美学在广告翻译中的重要意义以及接受美学可用于指导广告翻译实践中文化差异的处理的若干精义,以指导广告的翻译。最后得出结论,接受美学为广告翻译提供了新的研究方向。作者认为采用接受美学的基本观点对广告翻译进行分析研究具有深刻的现实意义。

论文目录

  • 中文摘要
  • Abstract
  • Acknowledgements
  • Chapter One Introduction
  • 1.1 Background and Significance of the Thesis
  • 1.2 The Structure of the Thesis
  • Chapter Two Brief Retrospect on the Reception Aesthetics
  • 2.1 Evolution of the Theory
  • 2.2 Main Concepts of the Theory
  • 2.2.1 Horizon of Expectations
  • 2.2.2 Implied Readers
  • 2.2.3 Indeterminacy of the Text Meaning
  • 2.3 The Significance of the Theory
  • 2.4 Reception Aesthetics in China and Its Application
  • 2.5 The Reception Theory and Translation
  • Chapter Three The Advertising Translation
  • 3.1 The Concept of Advertising
  • 3.1.1 The Definition of Advertising
  • 3.1.2 The Structure of Advertising
  • 3.1.3 The Nature of Advertising
  • 3.1.4 Functions of Advertising
  • 3.2 The Characteristics of English and Chinese Advertising
  • 3.2.1 The Differences in Cultural Psychology
  • 3.2.2 The Differences in Aesthetic Interests
  • 3.2.3 The Differences in Language
  • Chapter Four The Necessity of the Reception Aesthetics and Advertising Translation
  • 4.1 Reader’s Role and Status
  • 4.2 The Change of Horizon of Expectation
  • 4.3 Cross-cultural Communication through Advertising Translation
  • 4.3.1 Acculturation or Cultural Adaptation
  • 4.3.2 Cultural Clash
  • Chapter Five Advertising Translating Strategies
  • 5.1 Literal Translation
  • 5.2 Liberal Translation
  • 5.3 Transliteration
  • 5.4 Over Translation
  • 5.5 Under Translation
  • 5.6 Parody Translation
  • 5.7 Adaptation
  • Chapter 6 Conclusion
  • 6.1 Summarization of the thesis
  • 6.2 Limitation of the research
  • 6.3 Suggestions for the Future Research
  • References
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