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广告是宣传推销商品的媒介,其语言有独特之处。随着我国经济的发展,出口广告日益增多,然而,由于中英风俗习惯、政治体制、价值观念、经济发展等文化背景的巨大差异,在中国商品广告英译过程中,跨文化语用失误时有发生,使得广告经常无法达到预期的宣传效果。本文以托马斯的语用失误理论为指导,分析探讨中译英广告中的语用失误及其产生原因,以期对中文广告英译提供一些参考。
Advertising is a media promoting the sale of goods, its language is unique. With the development of economy in our country, the number of export advertisements is increasing. However, due to the huge differences in cultural backgrounds between China and Britain such as customs, political system, values and economic development, cross-cultural pragmatic failure Occurred, making the ads often fail to achieve the desired effect of publicity. This article, based on Thomas’ pragmatic failure theory, analyzes and discusses the pragmatic failures in Chinese-English-English advertising and its causes, with a view to providing some references for English advertisement translation.