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陌生化理论在广告语翻译中的应用

作　者: 王芳
导　师: 许建忠
学　校: 天津理工大学
专　业: 英语语言文学
关键词: 陌生化广告翻译文化语言特点
分类号: H315.9
类　型: 硕士论文
年　份: 2009年
下　载: 201次
引　用: 1次
阅　读: 论文下载

内容摘要

中国加入世界贸易组织之后,经济发展非常迅速,对国际广告有效翻译的需求日益增加。然而,对于广告翻译的研究远不尽如人意。广告翻译是一种实用文体翻译。广告最重要的作用是宣传产品和服务,吸引潜在客户对产品和服务的兴趣,最终达到完成销售的目的。所以对于广告的翻译,仅仅只是谈到直译和意译或者归化和异化是远远不够的。因此,我们需要从一个全新的角度考虑广告的翻译。陌生化俄国形式主义的一个关键词,是由俄国形式主义的创立者之一什克洛夫斯基提出的。大体上讲,陌生化就是使日常生活或者文学作品在读者面前变得陌生,从而引起他们的新鲜感,给读者带来享受。陌生化提供给我们一个认识世界的全新视角。从这方面看,陌生化为我们了解广告以及广告的翻译开辟了一个新的角度。广告翻译不仅是两种语言之间的转换,而且是两种文化之间的交流。广告中的文化包罗万象,它们影响着产品生产商和顾客的心理活动和买卖行动。因此,在翻译中考虑文化的因素是广告翻译能否成功的重要条件之一。通过分析广告英语的语言特点和文化特征,本文得出的结论是:想成为一个好的广告翻译者,首先必须具有商务贸易的相关知识,尽可能详细的了解所要推销的产品,尽量加入陌生化手法来吸引客户,并且要充分了解双方的文化。作者衷心希望,该研究能拓宽广告翻译人士的思路,能为中国的广告翻译的进步作出一些贡献。

全文目录

Acknowledgements  5-6
Abstract  6-7
摘要  7-11
Introduction  11-13
Chapter One Literature Review  13-27
  1.1 An Overview of Formalism  13
  1.2 An Introduction of Russian Formalism  13-18
    1.2.1 The Origin of Russian Formalism  13-14
    1.2.2 The Development of Russian Formalism  14
    1.2.3 The Main Ideas of Russian Formalism  14-15
      1.2.3.1 Trying to Establish a Scientific Literary Theory  14-15
      1.2.3.2 Taking Literary Form as Their Object of Study  15
      1.2.3.3 Having a Close Relationship with Linguistics  15
    1.2.4 The Key Words of Russian Formalism  15-17
      1.2.4.1 Literariness  15-16
      1.2.4.2 Plot and Story  16-17
      1.2.4.3 Defamiliarization in General  17
    1.2.5 The Influence of Russian Formalism  17
    1.2.6 The Limitation of the Russian Formalism  17-18
  1.3 Defamiliarization in Details  18-27
    1.3.1 About Defamiliarization  18
    1.3.2 Function of Defamilarization  18-19
    1.3.3 Influence of Defamiliarization on Our Perception  19-20
    1.3.4 Current Study of Defamiliarization in Translation  20-21
    1.3.5 Current Research for Defamiliarization in Translation  21-22
    1.3.6 Definition of Defamiliarization in translation  22-27
Chapter two Advertising English  27-39
  2.1 The History of Advertising  27-28
  2.2 The Definition of Advertising  28
  2.3 The Function of Advertising  28-30
    2.3.1 The Economic Function  28-29
    2.3.2 The Marketing Function  29
    2.3.3 The Communicative Function  29
    2.3.4 The Educational Function  29-30
  2.4 Two Main Types of Advertising  30-31
    2.4.1 Media  30
    2.4.2 Covert Advertising  30-31
  2.5 Two Main Classifications of Advertising  31
    2.5.1 Commercial Adverting  31
    2.5.2 Public Service Advertising  31
  2.6 Linguistic Features of Advertising English  31-38
    2.6.1 Lexisical Features  32-34
      2.6.1.1 Creating New Words  32
      2.6.1.2 Using Favorable Words  32-33
      2.6.1.3 Using Comparative and Superlative Degrees  33
      2.6.1.4 Using Personal Pronouns  33
      2.6.1.5 Using Monosyllabic Verbs  33-34
      2.6.1.6 Using of Compounds  34
    2.6.2 Syntactic Features  34-35
      2.6.2.1 Using Simple Sentence  34-35
      2.6.2.2 Using Elliptical Sentence  35
      2.6.2.3 Using Imperative Sentence  35
    2.6.3 Rhetorical Stylistic Device  35-38
      2.6.3.1 Using Rhyme  35
      2.6.3.2 Using Simile and Metaphor  35-36
      2.6.3.3 Using Personification  36
      2.6.3.4 Using Hyperbole  36
      2.6.3.5 Using Pun  36-37
      2.6.3.6 Using Parody  37
      2.6.3.7 Using Repetition  37-38
  2.7 Relationship Between Linguistic Features of Advertising English and  Defamiliarization  38-39
Chapter Three The Application of Defamiliarization to Abvertisement Translation  39-51
  3.1 Defamiliarization Embodied in Three Main Aspects in Text  39-41
    3.1.1 Wording  39
    3.1.2 Employing Figure of Speech  39-40
    3.1.3 Employing Original and Critical Perspective  40-41
  3.2 Wording Applied in Advertisement English and its Translation  41-44
    3.2.1 Creating New Words  41-42
    3.2.2 Employing Words with Same or Similar Sounds  42-43
    3.2.3 Employing Compound Words  43-44
  3.3 Rhetoric Devices Applied in Advertisement English and its Translation  44-49
    3.3.1 Simile and Metaphor  44-45
    3.3.2 Alliteration and Tail Rhyme  45-46
    3.3.3 Repetition and Personification  46-48
    3.3.4 Pun  48
    3.3.5 Parody  48-49
  3.4 Original and Critical Perspective Applied in Advertisement English and its Translation  49-51
    3.4.1 From Original Perspective  49-50
    3.4.2 From Critical Perspective  50-51
Conclusion  51-53
Bibliography  53-55
发表论文和科研情况说明  55-56

陌生化理论在广告语翻译中的应用

内容摘要

全文目录

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