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化妆品广告汉译的目的和策略

作　者: 邓翠英
导　师: 张龙宽
学　校: 中南大学
专　业: 外国语言学及应用语言学
关键词: 化妆品广告翻译难点目的论翻译策略
分类号: H059
类　型: 硕士论文
年　份: 2011年
下　载: 143次
引　用: 0次
阅　读: 论文下载

内容摘要

随着各国经济和文化的交往愈来愈密切和频繁,为了占领更广阔的目标市场,广告在产品的国际营销战略中占据有举足轻重的位置。化妆品广告乍看似乎可以忽视差异、文化特性或身份特征,然而在功能理论对实用文体翻译的指导下,从翻译目的论角度仔细分析可以看出“忠实”和“对等”已经不再是评判化妆品广告翻译好坏的标准。目的论将翻译从原文的枷锁中解救出来,鼓励译者利用原作中的所有信息,并选择任何认为合适的翻译策略来达成译作的功能。“结果验证方法”的追求,目标受众对产品的理解和接受才是检验广告翻译的可行标准。本文共分为四章。第一章从东西文化差异和广告文体特点两方面详细总结了化妆品广告翻译的难处。第二章介绍了关于化妆品广告翻译的理论思考,回顾了国外和国内学者对于化妆品广告翻译的研究成果,并概述了功能主义理论对化妆品广告翻译的指导作用。第三章探讨了目的论三大法则在化妆品广告翻译中的运用。第四章在前文的基础上用大量具体的例证来论证在目的论指导下化妆品广告翻译的策略和方法：直译、意译、编译、扩译、缩译和不译。从目的论角度深入探讨化妆品广告的特点以及其翻译策略,给化妆品跨国宣传带来启示：在塑造东方文化色彩浓厚的国际品牌同时,要深入分析目标受众的文化特点,以他国的文化观念审视自己的产品作为宣传的策略,关注产品在他国的接受度,让广告真正成为商家与读者的桥梁,传递着产品的信息和情感,再现品牌的完美形象。最后本文指出了功能主义理论指导下化妆品广告翻译的局限性,并期待本文能够给今后化妆品广告翻译研究提供新的视角,起到抛砖引玉的作用,以唤起大家对这方面更多研究。

全文目录

摘要  4-6
Abstract  6-12
Introduction  12-15
Chapter 1 Difficulties in Cosmetics Advertisement Translation  15-39
  1.1 Cultural Conflict in Translating Cosmetics Advertisement  16-26
    1.1.1 Female Psychological Factors in Chinese Market  17-20
    1.1.2 Difference of Aesthetic Taste  20-22
    1.1.3 Importance of Regional Culture  22-23
    1.1.4 Difference of Legal System  23-24
    1.1.5 Effects of Values on Cosmetics Advertisement Translation  24-26
  1.2 Stylistic Characteristics of English Cosmetics Advertisement  26-39
    1.2.1 The Stylistic Characteristics on Lexical Level  26-29
    1.2.2 The Stylistic Characteristics on Syntactic Level  29-32
    1.2.3 The Stylistic Characteristics on Grammatical Level  32-33
    1.2.4 The Stylistic Characteristics on Rhetorical Level  33-39
Chapter 2 Functionalist Approach in Cosmetics Advertisement Translation  39-56
  2.1 Related Studies both Abroad and at Home  39-42
    2.1.1 Related Studies Abroad  39-40
    2.1.2 Related Studies at Home  40-42
  2.2 Theoretical Considerations of Cosmetics Advertisement  42-56
    2.2.1 Equivalence Theories in Translation  43-46
      2.2.1.1 Dynamic Equivalence in Cosmetics Advertisement Translation  43-45
      2.2.1.2 Limitations of Semantic Translation and Communicative Translation in Cosmetics Advertisement Translation  45-46
    2.2.2 The Development of Functionalist Approaches  46-52
      2.2.2.1 Katharina Reiss  48-49
      2.2.2.2 Hans J. Vermeer  49-50
      2.2.2.3 Justa Holz-manttar  50-51
      2.2.2.4 Christiane Nord  51-52
    2.2.3 Basic Aspects of Skopostheorie  52-55
      2.2.3.1 The Skopos Rule  52-54
      2.2.3.2 The Coherence Rule  54
      2.2.3.3 The Fidelity Rule  54-55
    2.2.4 Criticisms of Skopostheorie  55-56
Chapter 3 The Application of Three Rules toward Cosmetics Advertisement Translation  56-61
  3.1 The Guiding Principle of Cosmetics Advertisement Translation  56-58
  3.2 The Importance of Target Culture in Cosmetics Advertisement Translation  58-59
  3.3 The Faithfulness in Cosmetics Advertisement Translation  59-61
Chapter 4 Translation Strategies in Cosmetics Advertisement by Skopostheorie  61-77
  4.1 The Importance of Cosmetics Advertisement Translation  61-62
  4.2 Translation Strategies Employed in Translating Cosmetics Advertisement  62-77
    4.2.1 Literal Translation  62-65
    4.2.2 Free Translation  65-70
    4.2.3 Creative Translation  70-71
    4.2.4 Supplementary Translation  71-73
    4.2.5 Condensed Translation  73-75
    4.2.6 Zero Translation  75-77
Conclusion  77-79
Bibliography  79-83
Acknowledgements  83-84
Appendix  84-94
攻读硕士学位期间发表的论文  94

化妆品广告汉译的目的和策略

内容摘要

全文目录

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