广告口号语言特色及描述翻译理论指导下的汉译

论文摘要

随着社会经济的发展，广告口号已经成为我们生活不可分割的一部分。它是广告者从长远销售利益出发，在一定时期内反复使用的特定宣传语句。一句简短而有力的神来之笔往往会吸引人们稍纵即逝的注意力，使某一企业或品牌牢驻消费者心中。遗憾的是目前人们对广告口号的研究还不够深入和全面，还没有予以足够重视。本文在以色列翻译研究教授图瑞(Gideon Toury)所提出的描述翻译学研究的基础上，结合相关理论，尝试构建一个理论框架，用以分析英语广告口号汉译的方法。本文共分五章：第一章简要介绍论文的背景知识，包括广告的定义，分类和功能，撰写目的以及预计取得的成果。第二章归纳英语广告口号的定义，特点和功能，列举了大量相关口号的例子。回顾并分析了对广告语言所进行的研究。第三章系统介绍图里的描述翻译研究理论，其理论本质是译者的翻译活动必须以译入语为导向，在“规范”的基础上实现翻译实践的可行性。并为这一理论能否运用于英语广告口号翻译提出依据。第四章以描述翻译理论为基础，从“规范”的角度处理广告口号翻译，以语言和文化差异两条线索出发分析英语广告口号翻译的有效策略。第五章结论本研究希望给广告口号创作及翻译者一些有益的启示，为帮助他们提高广告口号的有效性和生命力尽一点绵薄之力。

论文目录

• Acknowledgements
• Abstract
• 中文摘要
• Contents
• Chapter 1 Introduction
• 1.1 Background of the Study
• 1.2 Motivation of the Thesis
• 1.3 Significance of the Thesis
• Chapter 2 An Overview of Advertising Slogan
• 2.1 Advertising Slogan
• 2.1.1 Definition of Advertising Slogan
• 2.1.2 Functions of Advertising Slogan
• 2.1.3 Features of Advertising Slogan
• 2.1.3.1 Lexical Features
• 2.1.3.2 Syntactic Features
• 2.1.3.3 Rhetorical Features
• 2.2 Literature Review
• 2.2.1 Semiotic Approaches
• 2.2.1.1 Barthes' Rhetoric of the Image
• 2.2.1.2 Williamson's Referent-System Theory
• 2.2.2 Linguistic Approaches
• 2.2.2.1 Vestergaard and Schroder's Semantic Process
• 2.3 Summary
• Chapter 3 An Overview of Descriptive Translation Studies
• 3.1 An Overview of DTS
• 3.2 The Rationale of DTS
• 3.2.1 Defining Translation
• 3.2.2 Toury and Descriptive Translation Studies
• 3.2.3 Norms of Translation Behavior
• 3.2.4 Discussion of Toury's Work
• 3.3 Feasibility of Applying DTS to Advertising Slogan Translation
• 3.4 Summary
• Chapter 4 Translations Based on Descriptive Translation Studies
• 4.1 Preliminary Norms and the Selection of Source Advertising Slogans
• 4.1.1 Preliminary norm in the translation of advertising slogans
• 4.1.2 The Translator's Selection
• 4.1.2.1 The Scale of the Translator's Selection
• 4.1.2.2 Factor's influencing the translator's selection of Slogans
• 4.2 Operational Norms and Translation Strategies of Advertising Slogans
• 4.2.1 Translation Based on the Target Language
• 4.2.1.1 On Lexical Level
• 4.2.1.2 On Syntactical Level
• 4.2.1.3 On Rhetoric Level
• 4.2.2 Translation Based on the Target Culture
• 4.2.2.1 Cultural Difference between China and the West
• 4.2.2.2 Translation Based on the Target Values
• 4.2.2.3 Translation Based on the Target Needs
• 4.2.2.4 Translation Based on the Target Philosophy
• 4.3 Summary
• Chapter 5 Conclusion
• Bibliography