论文部分内容阅读
广告,在美国语言学家John Swales发展的语体分析①(genre analysis)的视角下,与推销信、求职信、书评等一样都具有共同的交际目的:促进所谈对象的销量、提升选拔率等。因此,广告作为一种语体,从交流目的来看,具有极其强的目的性。本文从目的论的角度来讨论各种知名广告的翻译,针对译者在广告翻译中的翻译策略的选择,指出广告语体的译文的目的是最终决定翻译策略的关键所在,也是衡量广告译文的成功与失败的标尺。
Advertising, in the context of the genre analysis developed by American linguist John Swales, has the same purpose of communication as sales letters, cover letters, book reviews, etc.: to promote the sales volume of the target audience and to enhance the selection rate Wait. Therefore, advertising as a kind of language, from the perspective of communication purposes, has a very strong purpose. This article discusses the translation of various well-known advertisements from the perspective of Skopos theory. In view of the translator’s choice of translation strategies in advertising translation, it is pointed out that the purpose of the translation of advertisement style is the key to the ultimate decision of translation strategy. The scale of success and failure.