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一般而言,语言拥有三种功能:表达、告知和祈使功能。广告具有表达和祈使功能,并且就广告而言,其祈使功能相对表达功能更重要。广告目的是唤醒读者的反应和互动,并且说服读者购买产品或服务。本文从彼得·纽马克语言功能的视角,论述了广告翻译中的不同翻译策略。文中归纳列举的翻译策略包括直译、意译、音译、套译和创造性翻译。通过合理有效地应用这些翻译策略,使源语广告与译语广告产生同样的表达和祈使功能。
In general, language has three functions: expression, notification and prayer. Advertising has expressive and imperative functions, and in terms of advertising, its imperative function is more important than its expressive function. The purpose of advertising is to awaken readers’ reactions and interactions and persuade readers to buy products or services. This essay discusses the different translation strategies in advertising translation from the perspective of Peter Newmark’s language function. The translation strategies enumerated in this article include literal translation, free translation, transliteration, translatability and creative translation. Through the rational and effective application of these translation strategies, the source language advertisement and the translated language advertisement produce the same expression and pray function.