从图式理论看汉译英广告翻译的错误_英语论文

A Study on Mistranslations of C-E Advertising Translation Based on Schema Theory

摘要

在现代商业社会，国内大量的商品涌入国外市场。因此，汉语广告英译对于中国产品打开国际市场起着重要的作用。因此，已经有大量的学者从各个角度研究汉译英广告的翻译策略。但是,译者在翻译过程中不根据具体文化背景做出适当的转换和变通，汉语广告英译中必然会产生种种问题，进而使广告失去它本身的目的和功能。目前，汉译英广告翻译的研究很多，但是从认知角度来研究汉译英广告翻译的错误的研究相对比较少。

鉴于以上的理解，本文试图从图式理论的角度研究汉译英广告翻译的错误。首先，本文简单地介绍图式理论的概念、发展、分类、特征以及在翻译中的作用。其次，作者介绍了汉译英广告的发展历程，并且从图式理论的角度来分析汉译英广告的翻译错误，从大量的具体实例中总结了四个误译的原因。最后，针对误译的原因，本文总结了相对应的应对策略。总之，作者从图式理论的角度对汉语广告翻译中的问题作了一些粗浅的分析，其中仍然存在一些问题没有得到解决。

关键词：图式理论；汉译英广告翻译；翻译错误；策略

Abstract

In the modern world, a large number of domestic goods are exported to foreign markets. Thus, C-E advertising translation plays an important role in exporting Chinese products to international markets. As a result, many a scholars have already researched strategies for C-E advertising translation from various angles. However, C-E advertising translation has all kinds of problems. If translators do not make proper conversions and adjustments according to specific cultural background, advertisements will lose their own purposes and functions. At present, lots of studies on C-E advertising translation are carried out; however, there are relatively few studies on mistranslations of C-E advertising translation from a cognitive perspective.

In the light of the above, this paper is a study on mistranslations of C-E advertising translation based on schema theory. Firstly, this paper introduces briefly schema theory. Secondly, the author introduces the development of C-E advertising translation and sums up four causes of mistranslations from a large number of examples based on schema theory. Finally, addressing the above causes, this article summarizes three corresponding strategies. In conclusion, the author makes a rough analysis of mistranslations of C-E advertising translation from schema theory, but there are still many issues to be solved.

Key words: schema theory; C-E advertising translation; mistranslations; strategies

Contents

1 Introduction 1

2 Literature Review 2

3 Schema Theory 3

3.1 A brief introduction of schema theory 3

3.1.1 Definition of schema theory 3

3.1.2 Classifications of schema theory 4

3.1.3 Characteristics of schema theory 5

3.1.4 Development of schema theory 5

3.2 The role of schema in translation 7

3.2.1 Schema and understanding 7

3.2.2 Schema and expression 7

4 Analysis of the Mistranslations of C-E Advertising Translation 

 from Schema Theory 8

4.1 Causes of mistranslations of C-E advertising translation from schema theory 8

4.1.1 Schema conflict 8

4.1.2 Schema vacancy 9

4.1.3 Wrong choices of cultural schema 10

4.1.4 Wrong choices of linguistic schema 12

4.2 Three strategies of schema theory for C-E advertising translation 15

4.2.1 Adaption strategy 15

4.2.2 Supplement strategy 16

4.2.3 Replacement strategy 17

5 Conclusion 18

References 19