顺应论视角下食品广告语的英译分析_英语论文

Study on C-E Translation of Food Advertisements from the Perspective of Adaptation Theory

摘要

随着社会的发展，食品广告已经深入到社会的各个角落。随着食品广告语广泛地被应用于商业宣传，食品广告语已经成为一种独立的语体。因此，研究广告语言是有效制作和解读广告的关键所在。

本文主要探讨广告商是怎样对消费者做出顺应性的选择，包括从社交世界和心理世界两个方面。此外，由于本文是基于收集的数据进行的定性分析，所以本研究主要是对语料的语用解释。研究的数据主要是国内外的食品广告，为了分析的必要，有些数据是来自互联网。除此之外，广告商在选择广告语言时，还需要顺应社会场景，公共制度和社会文化。在借鉴了大量与语用、广告和交际相关的著作和研究成果的同时，本文希望能对食品广告语言英译研究做出一定分析。

本文的理论基础是顺应论，在这篇文章中，笔者努力想证实广告语的产生是顺应论的实现。此外，本文也分析了译者是通过何种方式来劝说消费者来购买他们的商品。在研究的过程中，本文发现这些食品广告都必须遵循特定的文本形式，并对此作具体分析。

关键词:  食品广告语；  顺应论；  心理世界；  社交世界

Abstract

With the development of society, food advertisements have penetrated into our daily life. As food advertisement language is widely used in the business world, it turns out to be a fixed register. Therefore, the study of the advertisement language is a key to the effective construction and translation of advertisements.

This thesis is an investigation on what translators have done and will do to adapt to the need of consumers, including social world and mental world. Besides, the thesis is a qualitative analysis on the data collected, and the research is a pragmatic translation of these data actually. The data under investigation are mainly based on the food advertisements in China and abroad, some of the data are collected from the internet where necessary. Besides, translators have to make linguistic choices so as to adapt to the social settings, institutions and social culture. Drawing on a range of work in pragmatics, advertising and communication, this paper attempts to make analysis on this particular advertisement language. 

The thesis is supported by adaptation theory. In this thesis, the author tries to confirm that the production of advertisement language is the realization of adaptation. Besides, it also analyzes in which way the translators try to persuade the consumers into buying their products. Through the research, the thesis also finds that the food advertisement language which persuades consumers into buying their products must adapt to the certain contexts, of which it will analyze in the following text. 

Key words:  Food advertisement language  adaptation theory  Mental world  Social world      

Contents

Acknowledgements I

Abstract II

摘要 III

Chapter One Introduction 1

1.1 Background and Purpose of the Thesis 1

1.2 Structure of the Thesis 2

Chapter Two Literature Review 3

2.1 Previous study on Adaptation Theory 3

2.2 Previous Study on Translation of Advertisement Language 4

2.2.1 Non-linguistic approach 4

2.2.2 Semantic approach 4

2.2.3 Other approaches 5

Chapter Three Adaptation Theory Applied in Translation of Food Advertisement Language 6

3.1 Adaptation to the Mental World 6

3.1.1Adaptation to the Need for Food Security 6

3.1.2 Adaptation to the Need for Identity 6

3.2 Adaptation to the Social World 7

3.2.1 Adaptation to social settings and institutions 7

3.2.2 Adaptation to social culture 8

Chapter Four Conclusion 10

4.1 Major Findings and Implications of the Study 10

4.2 Limitations and Suggestions for Further Research 10

References 12