试析新闻与广告翻译中的中式英语现象.pdfVIP

第三章，“广告翻译中的中式英语”。该领域的中式英语主要表现在 文体风格中国化上。广告翻译不同于其它文体的翻译，它要求在“传意” 的同时，更要“传情”。由于中西方广告宣传的手法及侧重点差异较大， 常规翻泽技巧往往无法达到广告的促销效果，有时还会产生负面影响。 作者认为广告译者在翻译过程中要充分尊重目标语读者的消费和审美心 理，在得到授权的前提下，大胆突破原作的形式限制，对其进行“改写” 和“编译”，使其更容易为目标语消费者所接受，从而克服广告的“中国 腔”。 总论部分概括全文，得出结论。指出由于中国与英语国家的历史背 景、风俗习惯、价值观念及语言文化的巨大差异，汉译英容易产生中式 英语。因此译者应努力提高中英文素养，时刻关注英语发展动态，保持 高度的责任感与敬业精神，确保译文质量，减少中式英语现象。 本文是作者通过一定时期的翻译理论的学习和实践，对中式英语现 象的一点粗浅认识；由于时间及自身知识水平的限制，加之国内汉译英 理论的匮乏，一些观点尚不成熟，也难免有不妥之处，欢迎大家批评指 【卜。 II Abstract Since 1 978，when the policy of reform and opening up began，the past twenty years have witnessed a flourishing foreign publicity in China．While applauding the success achieved，we regret to see many problems continue to exist，among which Chinglish is a prominent one．It has not only hindered the intercultural conmlunications between China and the rest of the world，but， even worse，spoiled China’s image on the global stage Many factors are answerable for Chinglish．This thesis is an attempt to probe the issue by a contrastive study of Chinese and English languages and cultures in press and advertisement，because the dissimilar languages and cultures are primary causes of Chinglish，and the translation of press and advertisement，which are fields of consequence in China’s foreign publicity，concerns the whole China． It is devoted to discussing the causes and manifestations of Chinglish and ways to reduce it，with a view to bringing translation to a higher standard，i．e．： “faithfulness，smoothness and elegance”． The thesis comprises five parts： The introduction sketches the adverse effects Chinglish has on foreigners’view of China by citing instances．Though to completely avoid Chinglish is difficult，it is practical to diminish it to a minimum． Chapter One，“What is Chinglish”，presents the writer’s opinion of two controversial issues．which considers the theoretical foundation for the thesis． First，the controversy between China English and Chinglish，cites and analyzes of the viewpoints of eight scholars on the issue．The writer d