- 相關(guān)推薦
從關(guān)聯(lián)理論下看英語廣告的漢譯
畢業(yè)論文
The Translation of English Advertisements on Relevance Theory
Abstract
Relevance Theory sees the intra-lingual communication as one single ostensive-inferential process. Translation is so special as to be involved with inter-lingual and cross-cultural communication. Consequently, as a special form of communication, translation consists of two ostensive-inferential processed. In Gutt’s view, the basic rule that governs translation is relevance. The ultimate goal of translation is optimal relevance.
Based on Relevance Theory proposed by Sperber and Wilson in 1986, the thesis first of all attempts to analyze the cognitive inferential process and the conditions of contextual effect and optimal relevance in advertising comprehension in order to explore the influence of information relevance on advertising effects. Secondly, the relevance-theoretic account of translating is discussed. Then, the paper emphasizes the significance of the target addressees’ cognitive environment and its assessment. Finally, the paper points out that, when translating advertisements, top priority shall be given to the cultural and optimal relevance of advertisements.
Key Words: relevance theory; optimal relevance; advertisement;
advertisement translation
摘 要
關(guān)聯(lián)理論認(rèn)為交際是1個明示——推理的過程,在這個過程中雙方之所以配合默契,主要是由于有1個最佳的認(rèn)知模式——關(guān)聯(lián)性。而翻譯作為1種特殊的跨文化、跨語言的交際行為,是1種語際間的明示——推理的闡釋活動,包含了兩個明示——推理的過程。Gutt認(rèn)為,轄制翻譯的基本原則就是關(guān)聯(lián)。最佳關(guān)聯(lián)性是譯者力爭達(dá)到的目標(biāo)。
本文以法國學(xué)者斯波伯(Sperber)和英國學(xué)者威爾遜(Wilson)在1986年提出的關(guān)聯(lián)理論為指導(dǎo),首先,通過對關(guān)聯(lián)理論的闡釋和最佳關(guān)聯(lián)的分析,探討關(guān)聯(lián)理論與廣告效果之間的內(nèi)在聯(lián)系。其次,探討了關(guān)聯(lián)理論的翻譯觀。接著,文章強(qiáng)調(diào)了在進(jìn)行廣告翻譯時,應(yīng)特別關(guān)注目標(biāo)受眾的認(rèn)知語境變化。最后指出,在翻譯過程中,應(yīng)考慮目標(biāo)受眾的文化不同,力求使廣告翻譯達(dá)到最佳關(guān)聯(lián)。
關(guān)鍵詞:關(guān)聯(lián)理論、最佳關(guān)聯(lián)、廣告、 廣告翻譯
..............
收費(fèi)英語畢業(yè)論文【包括:畢業(yè)論文、開題報告、任務(wù)書、中期檢查表】
【從關(guān)聯(lián)理論下看英語廣告的漢譯】相關(guān)文章:
從關(guān)聯(lián)理論分析化妝品廣告翻譯03-12
論關(guān)聯(lián)理論與翻譯03-19
基于桑代克關(guān)聯(lián)主義理論下的大學(xué)英語翻譯教學(xué)論文11-15
論英語冠詞的漢譯03-11