从接受美学看广告中的模糊语言及其翻译论文.doc

Shanghai Jiaotong University M.A. Thesis 摘 要 接受理论把读者和作品的关系作为研究的主体，探讨读者对作品的理解、 反应和接受等问题，看重作品接受者（目的语读者）的主观能动性，强调接受读 者的需求，强调目的语读者的审美意识对艺术作品的调节机制。而接受美学对以 “顾客为上帝”为宗旨的广告运作具有同样的指导意义。 商业广告是一种竞争性的商业行为，目的是争取消费者，以促成其购买行 动。为把产品推向国外，广告翻译应运而生，并且有着举足轻重的作用。能否让 目的语的消费者接受并购买是衡量广告翻译成功与否的重要标志。模糊语言在广 告中应用十分广泛，通过创造广告文本中的“不确定性”以及“空白效应”，让 读者积极参与到广告创造的活动中。因此，在广告翻译中，对模糊语言的分析与 处理显得尤为重要。目前，从接受美学视角研究广告中模糊语言现象及其翻译的 著作还很鲜见，作者将探索性运用接受理论，探讨对广告中的模糊语言翻译的接 受问题。 本硕士论文通过对现有广告文本的研究，分析其语言中的模糊特性，从接 受美学视角，阐述模糊语言对广告创作的重要性，另一方面，也对接受美学理论 在翻译领域的应用及模糊语言的翻译方法进行了总结，并指出译者的重要地位及 如何体现和实现其主体性的发挥。 基于接受美学，本硕士论文尝试通过研究广告中模糊语言的翻译能否被目 的语读者接受的问题，再一次论证了接受理论对翻译实践的指导意义，同时，也 希望为广告翻译的研究提供一个新的视角，更好地指导翻译实践。 关键词：广告，接受美学，模糊语言，翻译 vi Shanghai Jiaotong University M.A. Thesis ABSTRACT Reception theory focuses its research on the relationship between the reader and the text, and provides a new insight into the reader’s understanding of the text, his response to the text, his reception to the text, and so on. It puts stress on the receptor, i.e. the target reader’s subjectivity, on his requirement and on his adjustment of aesthetic consciousness to the text. Reception Aesthetics offers a significant guideline for the advertising activity focusing on the tenet of “consumer is the real God”. Advertising is a kind of business activity, aiming at attracting consumers and stimulating their buying action. In order to explore the foreign market, advertising translation emerges as the times require and enjoys an essential position. The important yardstick of the success of an advertisement is whether target consumers accept and purchase the advertised products. Widely employed in advertising, fuzzy language makes readers involved in this creation activity by presenting “indeterminacies” and “blankness” in advertising texts. Therefore, the analysis and the operation of the fuzzy language become essential in advertising translation. Presently, researches are still quite few on the fuzziness in advertising and its translation from the perspective o