接受美学与中文广告英译

论文摘要

在现代社会中,广告已渗透到社会的各个角落,逐渐成为人们日常生活的一个重要组成部分。随着我国社会经济的迅速发展,改革开放的进一步深化,中国日益在各个方面融入整个世界,整个社会的商业化和信息化不断加深。广告作为一种销售和信息传播手段显得更加重要,广告翻译的地位也随之显得越来越重要。在广告翻译中,源语广告必须使目标语广告读者接受。接受美学是指导广告翻译比较完善的理论之一,其中关于期待视野和召唤结构的观点对指导广告翻译尤为重要。本文回顾了广告语言研究的历史,对现状进行了简单介绍,并在总结前人研究成果的基础上归纳了汉英广告语言的特点,指出汉英广告语言的差异性突出表现在语言差异和文化差异。广告翻译不是简单地将源语文本信息转化为目标语的活动,而是参照目标语文化和语言特征的转换过程,使其符合目标语的语言特征和文化背景,使目标语读者能接受。本文从接受美学的两个主要概念即期待视野和召唤结构出发研究其在中文广告的指导作用,并举出实例进行说明。结论指出,根据接受美学理论,由于中文广告和英文广告中存在语言差异和文化差异,在广告翻译中,译者需考虑读者的期待视野和召唤结构,以便源语文本信息能很好地被译语读者接受,达到预期的效果。

论文目录

• Abstract
• 摘要
• Introduction
• 0.1 The Aim of the Study
• 0.2 The Significance of the Study
• 0.3 A Review of Current Research
• 0.4 The Structure of The Thesis
• Chapter One Reception Aesthetics
• 1.1 The Theory
• 1.2 Main Concepts
• 1.2.1 Horizon of Expectations
• 1.2.2 Appealing Structure
• 1.3 Culture
• 1.3.1 Culture and Translation
• 1.3.2 Cultural Disparities Reflected in Reception Aesthetics
• 1.4 Significance and Limitations
• 1.4.1 Significance
• 1.4.2 Limitations
• 1.5 Application to Translation
• 1.6 Summary
• Chapter Two Linguistic Features of Advertising
• 2.1 Advertising
• 2.1 1 Definition
• 2.1.2 Classification
• 2.1.3 Objectives
• 2.2 Linguistic Features of Chinese Advertising
• 2.2.1 Phonological features
• 2.2.2 Lexical Features
• 2.2.3 Grammatical Features
• 2.2.4 Stylistic Features
• 2.3 Linguistic Features of English Advertising
• 2.3.1 Lexical Features
• 2.3.2 Syntactic Features
• 2.3.3 Rhetorical Features
• 2.4 Summary
• Chapter Three Reception Aesthetics and Advertising Translation from Chinese into English
• 3.1 Advertising Translation
• 3.2 Focusing on Horizon of Expectations
• 3.2.1 Linguistic Disparities
• 3.2.2 Cultural Disparities
• 3.3 Focusing on Appealing Structures
• 3.3.1 Linguistic Disparities
• 3.3.2 Cultural Disparities
• 3.4 Strategy of Advertising Translation
• 3.4.1 Linguistic Adaptation
• 3.4.2 Cultural Adaptation
• 3.5 Summary
• Conclusion
• Bibliography
• Acknowledgements
• Appendix