論英文廣告的漢譯
畢業(yè)論文
On the Chinese Translation of English Advertisements
Abstract
Advertisements are strictly consumer-oriented, so is their translation. The first part of this thesis will look back upon some translation theories through years. Peter Newmark’s communicative and semantic translation and Eugene Nida’s functional equivalence are important translation theories. In the second part, some translation methods that might be adopted in advertisements translation are introduced. The third part of this thesis is translation analysis, which is more specific. Translation of body copies, headlines, slogans, and trademarks are discussed respectively. Rhetorical expressions are included in translation analysis of slogan. In addition, several new concepts will be put forward in this thesis. Claim and positioning make translators understand advertisements translation with a whole new perspective. Claim is discussed with slogan, positioning with trademark.
Through analysis of advertisements translation, qualifications and responsibilities for advertisements translators are indicated. At last, the relationship between Newmark’s communicative translation and Nida’s functional equivalence embodied in advertisements translation will be found.
Key Words: English advertisements; translation; analysis; claim; positioning
摘 要
廣告嚴(yán)格地以消費(fèi)者為導(dǎo)向，廣告翻譯也是如此。論文第1部分將首先回顧多年來(lái)的翻譯理論，紐馬克的交際和語(yǔ)義翻譯理論以及奈達(dá)的功能等值是重要的討論對(duì)象；第2部分將介紹在英文廣告漢譯中可能用到的翻譯方法；第3部分是英文廣告漢譯的'翻譯分析，對(duì)廣告正文、標(biāo)題、口號(hào)、和商標(biāo)的翻譯分別進(jìn)行討論。修辭的翻譯包含在口號(hào)翻譯中。另外還有些針對(duì)廣告翻譯的新的概念的提出�！奥暦Q(chēng)”和“定位”這兩種廣告學(xué)技巧將給人1個(gè)全新的視角來(lái)看待廣告翻譯�！奥暦Q(chēng)”放在口號(hào)翻譯中討論；“定位”放在商標(biāo)翻譯中討論。
本文旨在通過(guò)英文廣告漢譯的各方面分析，發(fā)現(xiàn)作為廣告翻譯者應(yīng)該具備的基本素質(zhì)（不僅僅是1個(gè)純粹的翻譯者），以及廣告翻譯者所肩負(fù)的使命。最后將發(fā)現(xiàn)紐馬克的交際翻譯理論和奈達(dá)的功能對(duì)等理論在廣告翻譯中體現(xiàn)出的關(guān)系。
關(guān)鍵詞：英文廣告、翻譯、分析、聲稱(chēng)、定位
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