从目的论看广告零翻译The zero translation of advertising from the point of view of teleology.pdfVIP

Acknowledgements I experienced unprecedented mental trauma when writing this thesis. Without the sincere help offered by so many teachers, classmates and friends it would be impossible for me to complete this thesis. First and foremost, I would like to give my heartfelt gratitude to Professor Ye Xiaoguang, my supervisor, for his immense patience and scholarly instructions. His words of encouragement and support will be engraved forever in my mind. Then I would like to express my sincere thanks to all teachers who have taught me during my post-graduate study years. From them, I have learned a lot. My heartfelt and sincere gratitude also go to my good friends and classmates Shi Huichao, Dong Ruomeng, Su Xuejing, Tang Ke, Wu Zhiping, Shi Qinqin. They offered a lot help for my preparation of referential material and gave enlightening suggestions as well as strong support during my thesis writing and revision. Finally I would like to thank my parents who have always been there loving me, caring me and supporting me. I am indebted to them so much. i 摘要 近年来，在广告英译汉过程中，尤其是商标和口号翻译中出现了一个特殊的现象。 原英语广告中的某些词甚至某个句子在翻译的过程中原封不动的保留在译文中。举个 例子。CD 是一家国际著名化妆品牌名。当进入中国市场后其译名依然是“CD”。针对 这一特殊现象，国内学者邱懋如创造性的引进“零翻译”这一概念。 在大量查阅零翻译相关文献的基础上，作者在此论文中整理出自己对于零翻译概念 及其分类的理解，并从目的论角度出发探讨零翻译作为一种新型翻译策略的成因及其 合理性。 目的论是德国功能派翻译理论的核心理论。它对应用文体翻译具有极强的解释性。 广告翻译属于典型的应用文体翻译。用目的论来分析广告翻译中零翻译这一特殊现象 比较恰当。在此论文中，作者结合大量广告零翻译实例，尤其是商标及口号零翻译例 子，从目的论三大基本原则以及基本概念入手，分析并解释零翻译现象。 从目的论角度探讨广告中零翻译现象在目前翻译研究中属于一个比较新鲜的研究 课题，本文为这一相关课题提供了可供交流和沟通的平台，进一步促进了翻译研究的 发展。 关键词：零翻译；目的论；广告翻译；商标名翻译；广告口号翻译 ii Abstract Nowaday