以目标语为导向的广告翻译策略.docVIP

Abstract Nowadays, with the rapid development of commodity economy, advertisement has played a more and more significant role in commodity exchange and brand communication and it is also a vital medium of business information dissemination. Advertising translation is not only a translation between languages but also a translation about cultural exchange and collision. In a broad sense, advertising translation belongs to literary translation, but it differs from other translation of literary form in many remarkable aspects. In the process of advertising translation, it needs translators to know fairly well in language, cultural differences，social customs, and social psychology of target-language countries. It also needs some new target-language oriented translation principles and strategies to be used in it to attract the attention of target readers especially consumers. Key words: advertising translation, target-language, translation strategies. 摘要 当今，随着商品经济的发展，广告在商品交换和品牌传播中扮演着越来越重要的作用；广告也成为了商业信息传递的主要媒介之一。广告翻译不仅是两种语言之间的翻译，更是一种包含着文化交流与碰撞的翻译。从广义上来说，广告翻译属于文体学翻译的一种，但是它却在很多方面不同于其他文体的翻译。在广告翻译的过程中，译者需要充分了解目标语国家的语言，文化差异，社会习俗和社会心理。这就需要与时俱进的以目标语为导向的广告翻译策略，来吸引目标语读者特别是消费者的注意力。 关键词：广告翻译，目标语言，翻译策略 Acknowledgements Thanks go to the Foreign Languages School of Jiangxi Science and Technology normal University for accepting the unusual proposal from which this paper grew. I would like to express my most sincere thanks to my academic supervisor Li Na. She has helped me in many different ways during the formulation of this paper; her helpful advice, continued encouragement and patience have been very much appreciated. I also owe a debt of gratitude to Li Na for her evaluation on my first draft and her helpful advice. Thanks go finally to my good friends for their generous assistances. Contents TOC \o 1-3 \u Abstract i 摘 要……. iii Acknowledgements iv Contents v Chapter 1 Introduction 1 1.1 Background Information 1 1.2 Significance of the Study 3 1.3 Shape of the Paper 4 Chapte