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作为传递信息,刺激消费的途径,广告在中文与外语的交流中通过翻译来实现引起消费者兴趣的作用。为了实现这一作用,译者需要研究中外语言的差异,并在外语广告中译的过程中不断变通和顺应。语言顺应论无疑能够为外语广告中译提供有力的理论指导。选取奔驰汽车公司的部分英文广告语的中译实例,在维索尔伦的语言顺应论指导下,从语言顺应方面来讨论分析英语广告语中译的语言顺应和语境顺应下的心理世界和社交世界的顺应。研究发现,在语言顺应论的指导下,译者能够遵循一定规律并有意识地加强翻译中地语言结构形式上的顺应,并且进一步达到交际语境的顺应,处理好跨文化的中英翻译关系。
As a means of transmitting information and stimulating consumption, advertisements serve to arouse consumers’ interest by translating between Chinese and foreign languages. In order to realize this role, translators need to study the differences between Chinese and foreign languages and adapt and adapt constantly in the process of translation in foreign language advertisements. Linguistic adaptation theory can undoubtedly provide strong theoretical guidance for translation in foreign language advertisements. Based on the case of Vishrullan’s Linguistic Adaptation Theory, this paper selects and analyzes some examples of Chinese translations of some English-language advertisements of Mercedes-Benz. Under the guidance of Linguistic Adaptation Theory, this paper analyzes and analyzes the linguistic adaptation in English advertisement language and the psychological world under context adaptation Social world compliance. The study finds that under the guidance of linguistic adaptation theory, the translator can follow certain rules and consciously strengthen the formal conformity of language structure in translation, and further achieve the adaptation of communicative context and handle cross-cultural translation of Sino-British relations.