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当今社会商业高度发达,全球经济一体化进程不断深入,跨国企业层出不穷,广告产业也不例外,如今的媒体信息铺天盖地,上至古稀老人,下至总角孩童都可以随口念出一些脍炙人口的广告语,因此对广告的翻译便显得极为重要。目前来看对广告的翻译的难度主要体现在广告不同于其他翻译,由于它商业本性的制约,除了要完成翻译的“信、达、雅”之外还要完成其推广的目的,但由于两种语言之间差异的客观存在,要将广告翻译好就会遇到很大的困难。因此,本文立足于德国功能学派的目的论,试图依从目的论的指导,为广告英语的翻译带来新的曙光,使其更具实效性。
Today’s highly developed commercial society, the deepening of the global economic integration process, an endless stream of multinational corporations, the advertising industry is no exception, the current media information overwhelming, from the very old, down to the corner of the child can read some popular advertising slogan , So the translation of the ad appears to be extremely important. At present, the difficulty of translation of advertisements is mainly manifested in that advertisements are different from other translations. Due to its commercial nature, advertisements have to be completed in addition to the translation, Due to the objective existence of the differences between the two languages, it is very difficult to translate the advertisement well. Therefore, based on the German functionalist teleology, this article attempts to follow the guidance of Skopostheorie and bring new dawn to the translation of advertising English to make it more practical.