广告英语的特点及其翻译探索

广告英语的特点及其翻译探索 东 南 大 学 硕士掌 位 论文 政研论文下载论文大学下载论文大学下载关于长拳的论文浙大论文封面下载 广告英语的特点及其翻译探索 圳充7 :辨“:崔壁 甘„t州私: 奎量 !煎撞 ml^’ ?m-lI――llL―― 学科睾业,称塑垦受直芏建廑里受直，!一一 浩《捉兜川“】』卿蓬皂且― 论文替瓣fI州鞠鲤― 生3』H 学位攫f„w』鲤?生且?( 学位授 译M―生jji―土jL 粹辩圣*台1 东南大学学位论文独创性声明 本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得 的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含 其他人已经发 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 或撰写过的研究成果，也不包含为获得东南大学或其它教育机构 的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均 己在论文中作了明确的说明并表示了谢意。 研究生签名; 盆匦日期:理臼(比 东南大学学位论文使用授权声明 东南大学、中国科学技术信息研究所、国家图书馆有权保留本人所送交学位 论文的复印件和电子文档，可以采用影印、缩印或其他复制手段保存论文。本人 电子文档的内容和纸质论文的内容相一致。除在保密期内的保密论文外，允许论 文被查阅和借阅，可以公布 包括刊登 论文的全部或部分内容。论文的公布 包 括刊登 授权东南大学研究生院办理。 研究生签名:在匝导师签名:釜叁日期:如似zg Acknowledgements thanksB1"e to Luforhis Prof(Li and in Hearty given guidance mysupervisor help themomentIen(t哦dthe tothe lastminute manyways(舶m Universityvery before the whichnot thisthesiswouldhavebeennon-existentbut pI鹊即协矗On，without only I w?ldhavebeenmuchl懿sconfidentthanI锄now(Ialso、? llldliketo mysclf thankinadvanceall thedefensecommittee membersof for assessment yourexpert and whichwill thisthesis are suggestions certainlyimprove greatly(Finally,thanks duetosome me commentson thesis( friends，who ofmy gaveenlightening my Abstract hasbecomea of fromawide Advertising popularsubjectstudy,approached of as criticism， rangedisciplines，such has a of andmedia been from English variety studies(Studyofadvertising proceeding as focus(Based thefeaturesof a perspectives，withadvertisingEnglishcommonly ahostofdatarelatedtoadvertising，especiallyadvertisingEn舀 isIl，thispaper upon themain of intermsofthree features explores advertisingEnglish aspects: lexicon level is on of figures level,syntaxandfiguresofrhetoric(Particularemphasisplaced rhetoricin ontheexaminationofthe featuresof advertisinglanguage(Based linguistic into thisthesisalso relevant to advertisingEnglislL probes approachesadvertising translation( English are tothe ofthe as Thelexieonchoices related stated closely style text，iuat by thetruedefinitionofa Jonathan wordsin make 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meaning findand processtranslation,andiustifIr what or canshouldbe to forsuch strategles semanticlOSS( adoptedcompensate In itsfinal thesisaimsto thecontextin discussion,thispresent which advertising translationiS anditsroleininternational processed the type marketing(andanalyzes ofWOrk from translatorsandthe ofthis required impact environmenton professional theirtranslation practice( Key andcultural English;linguistic words:advertisements;advertising features; cross-cultural communication;translation strategies( 3 摘要 近年来，人们纷纷尝试从不同角度探索广告英语， 并取得了一定的成 果， 对广告英语的语言的也有了进一步的认识。在这一领域中，对广告英语的特点的 研究与 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 尤为出众。本文基于对部分广告英语实例的研究，从词汇，句法和修 辞等方面对广告英语语言的特点做出了细致而详实的阐述。在对广告英语语言特 点的分析中， 作者重点突出了广告英语较为复杂的修辞特点。此外，本文基于 广告英语的语言特点，从广告英语中的跨文化交流及篇章意义等角度出发，初步 探索了广告英语的翻译问题，并分析了目前影响国际广告翻译的环境及因素、广 告译者遇到的困难，同时对广告翻译工作者提出了建议和要求。 广告语言是广告不可分割的组成部分，而词汇是广告语言的基本单位，其选 择往往与广告文体紧密相连。本文认为广告英语的词汇丰富多彩，具有独特的特 点，与日常英语有较大区别，其特点可归纳为:口语化、模拟造词，借用外来词、 使用复合词及缩略词、频繁使用某些动词和形容词以及模糊词语。本文参考国际 英语广告，并借助对于经典广告语言的分析，详细反映了以上特点。其次，广告 英语的句子结构应同其他文体中的英语句子一样，是相对完整而独立的语言单 位，是一定的语法结构、语音结构和词汇意义的统一体。然而，撰稿者首要考虑 的是消费者的心理活动，力求每则广告引入注目，说明产品的优点，引起购买欲 望，使消费者采取购买的行动，上述要求决定了广告英语在句法上独有的特点。 本文引用英美广告实例对其特点作出阐述，即简单句、疑问句和祈使句、省略句 和分离句的频繁使用。此外，修辞在在广告英语中占有不可或缺的地位，其从使 用的角度研究语言，是增强语言表达效果的有力武器。而辞格一直是修辞学研究 和分析的对象。最早的辞格论述可追溯到古希腊哲人亚里士多德在《修辞学》论 述的一些辞格，诸如隐喻、明喻、修饰语、拟人等的使用。传统的辞格研究认为 辞格主要可划分为两类:结构辞格和语义辞格。与先前学者对广告英语的修辞的 相关研究相比，本文重点关注了广告英语中频繁出现的四类修辞类型:重复， 序 换，替代和不平衡结构。重复和序换都属于结构辞格，重复在广告英语中表现出 的结构变异形式有押韵、头韵、谐音等;而对照和排比则是序换的两种形式。语 义辞格包含替代及不平衡结构，前者的语义变异形式有夸张、省略、反问和换喻 等;后者则由反语、逆论、暗喻和双关等变异形式组成不平衡结构的主体。 随着国际交往的进一步加深，国内外学者纷纷把注意力转移到广告英语的翻 译问题上。其中，广告英语中的跨文化交流成为研究的一个重要内容;本文则主 要从三个方面探索了广告英语中的跨文化现象:语言、交流类型和文化价值观。 广告英语的语篇意义是学者们研究的另一个重点;本文即基于某国外报纸上刊登 的一篇美体广告，通过对目标语言文本 汉语译文 和源语言文本 广告原文 的比较，并采用策略分析法验证了‘增补’、‘说明’及‘合并’等补偿策略在其 翻译过程中的应用，解释了英汉广告翻译中语篇意义的丧失与补偿现象。此外， 在国际广告翻译实践过程中，翻译者的作用举足轻重，其翻译也往往受制于诸如 经济状况、语言环境、文化差异等因素的影响。其中，除语言环境是译者必须考 虑的因素外，文化差异也是影响翻译的重要因素，因其隐含在翻译传递的信息中， 一方面是明确而 规范 编程规范下载gsp规范下载钢格栅规范下载警徽规范下载建设厅规范下载 的，如受众国的法律法规;另一方面它也是含蓄的，如受众 国的风俗习惯，译者必须给予重视。鉴于此，译者须将自身置于受众国语言环境 4 中从而充分体会琢磨其特点与用途，这是成功传递广告信息的不可或缺的过程。 最后，广告翻译者还须注意受众国的宗教信仰及地理位置等因素。 在文章结构方面，本文共分六章。其中第一章是‘引言’，对 全文 企业安全文化建设方案企业安全文化建设导则安全文明施工及保证措施创建安全文明校园实施方案创建安全文明工地监理工作情况 予以概括， 介绍了本文研究动机、意义，以及研究视野或实用范围。在第二章，‘文献回顾’ 部分，本文分别介绍了外国学者和国内学者在该领域的成果及其对本文研究的启 发，一并介绍的还有先前研究的不足，而这正是本文研究的目的所在。第三章着 力阐述了广告英语的特点，它包括‘词汇特点’、‘句法特点’和‘修辞手段’， 共三小节，对广告英语的修辞特点的分析是此部分的重点。第四章讨论了‘广告 英语的翻译’，并分成两部分，首先概述了跨文化因素对广告翻译的影响，包括 ‘语言’、‘交流方式’、‘形象’和‘价值观’四个方面。其次，对英汉广告翻译 中的语篇意义做出分析并辅以例证。第五章则分别从翻译者和影响翻译的因素入 手，论述了经济、语言和文化等因素对广告翻译者的影响，以及译者在从事国际 广告的翻译工作中遇到的种种困难，提出对译者的技能方面的要求和建议，从而 使他们顺利完成广告的翻译。最后，在第六章中，作者对全文予以归纳、概 述， 并指出了文章不足之处和今后进一步研究的方向。 关键词:广告;广告英语;翻译;语言及文化特点;跨文化交际;翻译策略 Introduction One Chapter 1(1Justificationofthe Study 111e ofadvertisementsisneedlessto itisan mention,as importance indispensable are ofmodem allovertheworld society(As component potentialconsumers，people bombardedwithallkindsof orserviceinformationfromvarious endlessly product media Internet， etc( including 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