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接受美学视域下广告修辞的翻译

作　者: 郑翔
导　师: 胡作友
学　校: 合肥工业大学
专　业: 英美文学
关键词: 接受美学广告修辞译者能动性
分类号: H315.9
类　型: 硕士论文
年　份: 2010年
下　载: 201次
引　用: 0次
阅　读: 论文下载

内容摘要

随着全球经济一体化,各国联系越来越紧密,如何翻译源语广告中的修辞,并在译语中保留原文广告中所蕴含的美感和语用效果,增添广告魅力,从而实现广告的最终目的—劝说译语读者购买产品或服务,越来越具有现实意义。然而,由于英汉两种语言属于不同的语系,其音,形,意以及所承载的文化历史均完全不同,所以,在翻译广告修辞的过程中,译者很难在译语中找到和源语在音,形,意上都对等的修辞。广告修辞翻译面临巨大困难,出现死译,误译等现象。有时,即便译者能够正确的表达意义,但是源语广告修辞中所蕴含的美感都丧失殆尽。以姚斯和尹瑟尔为代表的接受美学理论,打碎了传统的以作者或是文本为中心的翻译理论的枷锁,带来了以读者为中心的翻译理论新视角。接受美学注重语言的美感,认为文本本身即是某种“召唤结构”,其中富含大量的语意“空白”,需要读者自己去发掘,感知。而修辞是语言采用的艺术手段之一,其形式简洁,语意内涵丰富,具有特殊美感。译者在某种程度上可以说是源语广告的第一读者,肩负着传递源语广告者意图的重任。本文论证了接受美学的“语义空白”理论同广告修辞有着不可分割的内在联系,而“期待视野”和“召唤结构”则赋予了译者充分的自由。译者要想得到为译语读者所接受和欣赏的译本,就必须在接受美学的指导下,充分发挥自身的主动性,从而在译文中实现源语广告修辞所承载的审美情趣,美感和语义效果。

全文目录

Acknowledgements  9-10
摘要  10-11
Abstract  11-13
INTRODUCTION  13-16
  1. The purpose of the study  13-14
  2. The significance of the study  14-15
  3. The organization of this thesis  15-16
Chapter One LITERATURE REVIEW  16-23
  1.1 The historical development of rhetoric devices and its application to advertisement  16-21
    1.1.1 The historical development of rhetoric devices  16-19
    1.1.2 Study of rhetorical devices and its translation in advertisement  19-21
  1.2 The Development of Reception Aesthetics  21-23
Chapter Two THE ADVERTISING AND RHETORICAL DEVICES  23-34
  2.1 General introduction  23-25
  2.2 The rhetorical device and its function  25-33
    2.2.1 Phonetic rhetorical devices  26-27
    2.2.2 Semantic rhetorical devices  27-30
    2.2.3 Structural rhetorical devices  30-31
    2.2.4 The function of rhetorical devices in advertising  31-33
  2.3 The purpose of using rhetorical devices in advertising  33-34
Chapter Three RECEPTION AESTHETICS  34-43
  3.1 A brief introduction  34-35
  3.2 Constance school  35-37
  3.3 Main concepts  37-43
    3.3.1 Horizon of expectation  37-38
    3.3.2 Fusion of horizons  38-39
    3.3.3 Indeterminacy and blank of meaning  39-40
    3.3.4 Implied reader  40-41
    3.3.5 Appealing structure  41-43
Chapter Four TRANSLATING RHETORICAL DEVICES IN ADVERTISING UNDER THE GUIDANCE OF RECEPTION AESTHETICS  43-57
  4.1 The possibility and necessity of applying reception aesthetics to advertising translation  43-46
    4.1.1 Application to translation  43-44
    4.1.2 Applying reception aesthetic theory to rhetorical devices in advertising  44-45
    4.1.3 Applying reception aesthetic theory to rhetorical devices translation in advertising  45-46
  4.2 Realization of translators’subjectivity  46-50
    4.2.1 Translators' subjectivity  46-47
    4.2.2 Study of translators' subjectivity under Reception Aesthetics  47-50
  4.3 Techniques of translating rhetorical devices in advertising  50-57
    4.3.1 Literal translation  50-51
    4.3.2 Free translation  51-53
    4.3.3 Combination  53-54
    4.3.4 Using rhetorical devices  54-57
Chapter Five CONCLUSION  57-59
BIBLIOGRAPHY  59-63
攻读硕士学位期间发表的论文  63-64

接受美学视域下广告修辞的翻译

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全文目录

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