顺应论视角下广告口号的英汉翻译研究_英语论文

On E-C Translation of Advertisement Slogans from the Perspective of Adaptation Theory

摘要

随着社会经济的发展，广告成为企业市场营销的重要组成部分。广告口号是广告的标志性成分，具有特殊的语言特征，其功能决定了英语广告口号汉译的特殊性。维索尔伦的顺应论指出使用语言的过程是不断做出选择的过程，广告口号的翻译同样需要译者做出选择。

本论文从顺应论角度对英语广告口号的汉译进行探究。在阐述顺应论的形成、发展、前人研究以及广告翻译的前人研究的基础上，根据广告口号的语言特点，从变异性原则、协商性原则和顺应性原则出发，探讨了英语广告口号的汉译技巧，指出译者在翻译过程中，应灵活采用多种翻译技巧，实现广告口号的信息传达和召唤消费者的目的。

关键词：顺应论；广告口号；英汉翻译

Abstract

With the rapid development of society, advertisements are becoming an important part in the business marketing. Advertisement slogans play a special role in the advertisements, and have their particular linguistic features. Their function determines the particularity of the E-C translation of advertisement slogans. Verschueren’s Adaptation Theory states that the linguistic use is a process of making continuous choices, so is the translation of advertisement slogans.

The thesis studies the E-C translation of advertisement slogans from the perspective of Adaptation Theory. It states the formation and development of Adaptation Theory as well as its previous researches. Previous studies on the translation of advertisements are also generalized. According to the linguistic features of advertisement slogans, the thesis studies the tactics of translation guided by the principles of variability, negotiability, adaptability. Besides, the thesis points out that translators should adopt various translation tactics flexibly in the process of translation to realize the purpose of advertisement slogans—to deliver information and to attract consumers. 

Keywords:  Adaptation Theory  advertisement slogans  E-C translation

Contents

Acknowledgements I

Abstract II

摘要 III

Chapter One Introduction 1

1.1 Background and Significance of the Study 1

1.2 The Structure of the Thesis 2

Chapter Two Literature Review 3

2.1 Previous Study on Adaptation Theory 3

2.2 Previous Study on E-C Translation of Advertisement 4

Chapter Three The Translation of Advertisement Slogans 5

3.1 Linguistic Features of English Advertisement Slogans 5

3.1.1 Lexical Features 5

3.1.2 Syntactical Features 6

   3.2 Principles for E-C Translation of Advertisement Slogans Based on Adaptation Theory 7

3.2.1 Principle of Variability 7

3.2.2 Principle of Negotiability 8

3.2.3 Principle of Adaptability 8

3.3 Tactics Employed in E-C Translation of Advertisement Slogans 8

3.3.1 Literal Translation 8

3.3.2 Free Translation 9

3.3.3 Parody 9

3.3.4 Rewriting 10

Chapter Four Conclusion 12

References 13