顺应理论视角下的广告翻译.docVIP

毕业设计(论文) 课 题 名 称 顺应理论视角下的广告翻译 学 生 姓 名 严慧芳 学 号 0740511135 系、年级专业 外语系 2007级 英语语言学 指 导 教 师 刘丽华 职 称 副教授 2011年5月21日A Tentative Study of Advertising Translation From Adaptation Theory Yan Huifang Grade 2007, Department of Foreign Studies, Shaoyang University Supervised by Liu Lihua Abstract Advertisement translation, an objective cross-cultural activity ,requires not only the observance of the general principles of translation but also keeping its own criteria and features .It aims to achieve the ultimate purpose of advertisement． Verschueren’s adaptation theory can explain and solve a lot of translational phenomena. It claims that the process of using language is a process of the continuous making of choices, consciously or unconsciously, for language-internal and language-external reasons. According to Verschueren, language has three features: variability, negotiability and adaptability, and adaptability is the core of the language using(Verschueren , 1999:58) This thesis attempts to reveal how, under this theoretical framework, different yet interdependent constraints on the translation process play their roles in the translation of advertisement through the comparison between the source text and the target text. This research is a tentative attempt to study advertisement translation within the theoretic framework of adaptation theory, looking forward to provide a new prospective and some enlightenment to advertisement translation. Keywords: adaptability advertising translation;Adaptation Theory; variability; 顺应理论视角下的广告翻译研究 严慧芳 邵阳学院外语系2007级 指导老师：刘丽华 摘要 广告翻译是一种目的性很强的跨文化交际活动, 它在遵循翻译原则的同时还顾其独特的标准和特点, 以便达到广告的最终的商业目的。维索尔伦(Verschueren)的“顺应论”对翻译有很强的解释力, 它强调语言使用的过程就是一个基于语言内部和外部原因在不同的意识程度下不断作出语言选择的过程。语言具有变异性、商讨性和顺应性, 顺应性是语言使用的核心。本文试图以语用顺应论为理论依托, 对影响广告翻译的各种不同但又相互联系的因素作一探讨, 通过对原文和译文的各个层面的比较, 说明广告翻译的过程也是一个顺应语境因素不断作出选择以达到广告商业目的的过程。