广告翻译的功能理论视角-英语语言文学专业论文.docxVIP

广告翻译的功能理论视角 广告翻译的功能理论视角 顾丽娜 (翻译理论与实践) 指导教师：王书亭教授 摘要 随着世界经济的发展和中国经济的腾飞，广告翻译在国际贸易交流中发挥 越来越重要的作用。广告翻译作为一种实用翻译，极具特殊性，有其自身 发展规律，因而需要对它进行系统研究。然而在中国，广告翻译尚未得到 充分发展，传统翻译理论与当代广告翻译实践存在巨大矛盾，现实呼唤新 的理论指导。本文从一个新的视角德国功能派翻译理论出发探讨广告翻译， 其目的在于帮助提高我国在国际交流中的广告翻译质量，同时也丰富了翻 译理论。 功能派理论以目的语文本及目的语文化为导向，强调以译文预期功能为 目的，为翻译理论开辟一个新的视角，给译者以更大的调整空间。它不但 将目的语功能的实现引入翻译批评体系，而且为一些非常规的翻译策略如 改译、编译提供理论依据。而这些非常规的策略方法经常见于广告翻译中。 本文在分析广告语言特点的基础上，在描述性翻译研究框架内应用功能 派翻译理论，采用描述和比较的研究模式对广告语料进行分析。寻求广告 翻译活动是如何在国际大环境下、不同文化中进行的，从而考察译者角色、 源语文本作用、翻译标准，并在此基础上探讨出以目的语及其文化为导向 的基本翻译策略。应用修辞学框架，从有效性角度对具体的翻译策略进行 分析，有力指导了广告翻译实践并对其进一步理论研究具有深刻指导意义。 关键词：功能派理论，广告，广告翻译，翻译过程，翻译策略 Functionalist Functionalist Approaches to Advertising Translation GU Li-na(Translation Theory and Practice) Directed by Professor Wang Shu-ting Abstract With the rapid development of international business there is an increasing need for efficient intemational advertising communication．Thus，commercial advertisement needs special treatment in translation for its unique style and obvious function．However,incommensurate with its importance in CROSS·culture communication，advertising translation is far from satisfaction．It is generally agreed that translation practice cannot be thoroughly explained within the framework oftraditional principles such as“faithfulness，expressiveness and elegance’’which are no longer persuasive enough in expounding and guiding advertising translation．Although the diversified translation theory has been developing，the discrepancy between theory and practice still exits．It is functionalist theory that has nalTowed such a discrepancy． Functionalist translation theories，put forward by some German scholars in the 1970s，are characterized by its target·orientation．Unlike equivalent translation theories，functionalist theories show special emphasis on the intended functions ofthe target texts．Skopos theory is the most important one．It removes the limits of equivalence theory,which requires the target text to be exactly equivalent witll the source