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从顺应论角度看双关广告语的翻译

作　者: 焦晴
导　师: 宋燕
学　校: 山东科技大学
专　业: 外国语言学及应用语言学
关键词: 顺应论译者双关广告语翻译翻译策略
分类号: H315.9
类　型: 硕士论文
年　份: 2010年
下　载: 518次
引　用: 0次
阅　读: 论文下载

内容摘要

随着经济全球化的进一步发展,现代广告已经成为国际商业活动必不可少的一部分。而随着国际间交流的日益频繁与深入,广告翻译越来越引起商家的重视和国内外学者、翻译家的关注。双关广告语作为一种广告形式,集幽默与智慧于一身,因其独特的语言魅力而倍受广告商的青睐。因此,对双关广告语翻译的研究极具理论和实践价值。Verschueren (2000)提出的语用顺应论为广告翻译研究提供了一个新的视角,对翻译理论和实践都具有很强的指导意义。译者之所以能够在翻译语言的过程中不断做出选择,是因为语言具有变异性、商讨性和顺应性。语言的选择要从以下四个方面来描述和解释：语境关系的顺应,语言结构的顺应,顺应的动态性和顺应过程的意识程度。这四个方面是语用学方法论中的一个统一体。双关广告语的翻译是一种目的性很强的跨文化交际活动。翻译过程是译者为达到推销商品的目的而在不同情景下不断做出语言选择和顺应的过程。本文共包括四章：引言部分,简要叙述了论文选题意义、研究目的及结构框架；第一章是文献综述,分别介绍了广告双关语的定义、功能、可译性和国内外的研究成果；第二章阐述了本文的理论基础—Verschueren的语用顺应论；第三章详细分析了双关广告语翻译多层次的顺应；第四章介绍了双关广告语翻译的常用策略；结论部分是文章研究的发现,不足及对今后研究的建议。本文选用许多中外知名品牌的广告语作为语料,试图用语用顺应论来分析双关广告语翻译的可行性和双关广告翻译策略,并期望通过本文的研究,能够对引导双关广告语创作和翻译有所帮助。

全文目录

摘要  5-6
ABSTRACT  6-10
Introduction  10-12
Chapter 1 Overview  12-29
  1.1 Puns in Advertising  12-18
    1.1.1 Essentials of Advertising Campaign  12-14
    1.1.2 Definition of Puns  14-15
    1.1.3 Functions of Pun in Advertising  15-18
  1.2 Barriers in Pun Translation and Translatability of Pun  18-23
    1.2.1 Barriers in Pun Translation  19-21
    1.2.2 Factors Contributing to Pun Translation  21-23
  1.3 Previous Studies on Pun Advertising Translation  23-29
    1.3.1 Previous Studies Abroad  23-24
    1.3.2 Previous Studies in China  24-27
    1.3.3 Previous Studies on Pun Advertising Translation  27-29
Chapter 2 Theoretical Framework  29-43
  2.1 Verschueren's Linguistic Adaptation Theory  29
  2.2 Verschueren's Three Properties of Language  29-32
    2.2.1 Variability  30
    2.2.2 Negotiability  30
    2.2.3 Choice-making  30-31
    2.2.4 Adaptability  31
    2.2.5 The Relation of the Three Notions  31-32
    2.2.6 The Relation of the Three Notions and Pun Advertising  32
  2.3 Verschueren's Four Angles of Pragmatic Investigation  32-38
    2.3.1 Contextual Correlates of Adaptability  32-33
    2.3.2 Structural Objects of Adaptability  33
    2.3.3 Dynamics of Adaptability  33-34
    2.3.4 Salience of the Adaptation Process  34
    2.3.5 The relations of the Four Angles and Its Application in Pun Advertising Translation  34-38
  2.4 Examples of Failures in the Translation of Advertising  38-43
    2.4.1 Contextual Correlates of Adaptability  38-39
    2.4.2 Structural Objects of Adaptability  39-40
    2.4.3 Dynamics of Adaptability  40-41
    2.4.4 Salience of Adaptation process  41-43
Chapter 3 Adaptation in Pun Advertising Translation  43-64
  3.1 Contextual Correlates Orientation  43-48
    3.1.1 Physical World  45-46
    3.1.2 Social World  46-47
    3.1.3 Mental World  47-48
  3.2 Structural Objects Orientation  48-53
    3.2.1 Lexical Aspect  49-50
    3.2.2 Syntactic Aspect  50-51
    3.2.3 Codes and style Aspect  51-53
  3.3 Dynamics of Adaptability Orientation  53-57
  3.4 Salience of the Adaptation Processes Orientation  57-64
    3.4.1 The Purpose of Translation  57-59
    3.4.2 Ethic values  59-60
    3.4.3 The Habitual Way of Thinking and Speaking  60-64
Chapter 4 Strategies of Puns Advertising Translation  64-77
  4.1 Rendering Puns into Puns  64-68
    4.1.1 Rendering a Pun into One of the Same or Similar Nature  64-66
    4.1.2 Rendering a Pun into One of the Different Nature  66-68
  4.2 Rendering Puns into Non-puns  68-74
    4.2.1 Retaining Both Senses  68-70
    4.2.2 Sacrificing One Sense  70
    4.2.3 Structure-borrowing  70-72
    4.2.4 Rendering with Other Rhetoric Devices  72-74
  4.3 Translation Approach of Puns Named After People  74-77
    4.3.1 Literal Translation  74-75
    4.3.2 Rendering into Other Natures  75-77
Conclusion  77-79
Bibliography  79-84
Acknowledgments  84-85
Publications  85

从顺应论角度看双关广告语的翻译

内容摘要

全文目录

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