The Pragmatic Failures and Case Studies in Advertising Translation_英语论文

摘要

随着全球经济快速发展，国际贸易越来越频繁，广告已成为当今社会交流的重要媒介，对人们的生活观念与消费意识同样起着重要作用。为了更充分发挥广告的营销功能，广告翻译已成为重要研究课题，对其精准性要求也越来越高。目前广告翻译领域的研究略有不足，大大影响了广告的宣传和营销功能。由于各国间不同的语言特点，风俗习惯和文化差异等，从而产生语用失误。在前人研究的基础上，以托马斯的语用失误为依据，结合案例分析，用语用学的角度分析造成语用失误的主要原因是语用迁移和中西方文化差异。并结合社会现状，提出今后广告翻译的研究方向及意见与建议，望为以后广告翻译有帮助。

关键词：广告；广告翻译；语用失误

Contents

摘  要 I

Abstract II

1 Introduction 1

1.1 Background 1

1.2 Research into Pragmatic Failures at Home and Abroad 1

2 Advertising and Advertising Translation 2

2.1 Advertising 2

2.2 Advertising Translation 2

3 Pragmatics and Pragmatic Failures 3

3.1 The Definition of Pragmatics 3

3.2 The Definition of Pragmatic Failures 3

3.3 Classification of Pragmatic Failures 4

4 The Pragmatic Failures in Advertising Translation 4

4.1 The Pragmalinguistic Failures 4

4.1.1 Transfer of Pragmatic Meaning 4

4.1.2 Transfer of Pragmatic Rules 5

4.1.3 Overgeneralization of Pragmatic Rules 6

4.2 The Sociopragmatic Failures 7

4.2.1 Differences Associative Meaning 7

4.2.2 Differences in Social Values 8

4.2.3 Blunt in Tone 9

4.2.4 Misuse of Taboos 9

5 The Applicable Approaches to Avoid the Pragmatic Failures 9

5.1 Get Familiar with the Foreign Cultures. 10

5.2 Principle of Innovation 10

6 Conclusion 10

References 12