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情感诉求对于广告至关重要。然而,翻译学界对于汽车广告和情感诉求方面的研究均显不足。本文以评价理论为框架,尝试讨论汽车广告翻译中如何处理有关情感因素。数据收集自中英文宝马公司网站上宝马7系汽车广告,涵盖感情、鉴赏和评判三个方面。调查显示,在原文和译文之中均存在着较高比例的正面情感资源,而在译文中数量显著上升,感情重心有所转移。进一步讨论发现,翻译中对情感资源的使用受到当前主流广告策略的影响,特别是宝马公司的品牌定位和营销策略:宝马之悦。其他影响因素包括:目标顾客、语言差异和文化鸿沟。本文认为广告翻译中对情感诉求的处理不能率性而为,它需要在商业、语言和文化等各种制约因素之间寻找平衡。
Emotional appeals are crucial to advertising. However, there is not enough research on the field of automotive advertising and emotional appeal in the field of translation studies. Based on the evaluation theory, this article tries to discuss how to deal with the emotional factors in the translation of car advertisement. The data is collected from the BMW 7 Series Automotive Advertising on both the Chinese and English BMW websites covering feelings, appreciation and judgment. The survey shows that there is a high proportion of positive emotional resources in both the original and the translated versions, while the number of translations has risen significantly and the center of gravity has shifted. Further discussion found that the use of emotional resources in translation was influenced by current mainstream advertising strategies, especially BMW’s brand positioning and marketing strategy: BMW Wyatt. Other influencing factors include: target customers, language differences and cultural gaps. This paper argues that the handling of emotional appeals in advertising translation can not be arbitrary. It requires a balance between various constraints such as business, language and culture.