從目的論視角看廣告的翻譯

英語論文編號:YY577  論文字數:6959.頁數:22

Contents

1．Introduction 1
2．Skopos Theory 2
 2.1 Theoretical foundation of Skopos Theory 2
 2.2 Basic aspects of Skopos Theory 3
3．The purposes and functions of advertising 6
 3.1 Definition of advertising 6
 3.2 The purposes and functions of advertising 7
4．Common problems existing in advertising translation 9
 4.1 Problems of language 9
 4.2 Cultural differences 11
 5．Basic strategies of advertising translation under the guidance of Skopos Theory 12
 5.1 Strategies on language 12
 5.2 Strategies on culture 14
 5.3 Strategies on consumer’s psychology 14
6．Conclusion 16
Acknowledgements 17
References 18

摘    要
 如今廣告已成為人們生活中不可或缺的一部分。隨著國際貿易和跨國公司的 迅速發展，廣告起到的溝通作用逐漸加強，因此對廣告翻譯的要求也越來越高。作為翻譯研究領域的一個分支，廣告翻譯有其自身的體系與規則。本論文從目的論的角度出發，來研究廣告翻譯中的常見問題和翻譯策略。
 由于語言文化上存在差異，一則成功的廣告的譯文不一定能成功地說服目的 語受眾。這是因為廣告人在設計一則廣告時只考慮該廣告在源語語言和文化的背 景下能夠被理解和接受。一旦語言和文化背景發生改變，在源語文化中有效的說 服效應就可能無法在目的語文化中得到復制。因此在翻譯廣告時只有使其廣告詞 符合譯語語言和文化的標準，才能使目的語受眾更好地理解廣告的內容，更容易 接受廣告的勸說，最后購買廣告產品。因此我覺得為了達到廣告的特殊目的，盡可能地發揮其說服功能，以下三條策略是最實用也是最成功的:語言策略,文化策略和迎合消費者心理策略。
 本文的指導思想是目的論，所以本文首先對目的論進行了全面的介紹與分析，為本論文理清了理論基礎。在進入更深入的研究之前闡述了廣告的定義﹑目的與功能。本文同時也找到并分析了當今廣告翻譯中存在的一些問題，例如：語言問題、文化差異等等。最后在目的論的指導下，通過提供一些新穎的廣告案例提出了三條具體和實用的廣告翻譯策略。
 
 關鍵詞：目的論；廣告翻譯；廣告翻譯策略

ABSTRACT
 Nowadays, advertising has become an important part of human life. With the rapid development of international business and multinational companies, there is a growing need for efficient international advertising communication and translation. As a branch of translation study, advertising translation has its own laws and demands a systematic study. This thesis tries to study the common problem and basic strategies of advertising translation from the perspective of Skopos Theory.
 Due to the barriers of language and culture, a successful advertising, when translated, may not be successful to the target audience. That is because when the advertising is designed, the advertiser is sure that the source audience can understand and accept it on the source language and cultural background. But when the situation is changed, the persuasive effect in the source culture may not be produced in the target culture. Only when the original advertisement is adapted to the target language and cultural standards when it is translated, can the target audience easily understand what is advertised and be likely to accept the persuasion and buy the advertised product. Therefore, to the best of my understanding, in order to achieve the special purpose of advertising, and develop the special persuasive function at its best, the following three strategies are the most useful and successful: strategies on language, strategies on culture and strategies on consumer’s psychology.
 Under the guidance of Skopos Theory, this thesis first makes a comprehensive introduction and analysis of Skopos Theory, clarifying the theoretical basis for this thesis. It then discusses the definition, purpose and function of advertising before going on further reach. It also finds and analyzes some problems in the current advertising translation. For example, problems of language, cultural differences and so on. It finally advocates some specific and practical strategies in advertising translation through providing some new examples under the guidance of Skopos Theory.
 
Keywords: Skopos Theory; advertising translation; advertising translation strategies