顺应理论视角下的广告翻译

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1、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学号系、年级专业外语系2007级英语语言学指导教师职称副教授2011年5月21日ATentativeStudyofAdvertisingTranslationFromAdaptationTheoryAbstractAdvertisementtranslation,anobjectivecross-culturalactivity,requiresnotonlytheobservanceofthegeneralprinciplesoftranslationbutalsokeep

2、ingitsowncriteriaandfeatures.Itaimstoachievetheultimatepurposeofadvertisement・Verschueren^adaptationtheorycanexplainandsolvealotoftranslationalphenomena・Itclaimsthattheprocessofusinglanguageisaprocessofthecontinuousmakingofchoices,consciouslyorunconsciously,forlanguag

3、e-internalandlanguage-externalreasons.AccordingtoVerschueren,languagehasthreefeatures:variability,negotiabilityandadaptability,andadaptabilityisthecoreofthelanguageusing(Verschueren,1999:58)Thisthesisattemptstorevealhow,underthistheoreticalframework,differentyetinterd

4、ependentconstraintsonthetranslationprocessplaytheirrolesinthetranslationofadvertisementthroughthecomparisonbetweenthesourcetextandthetargettext.Thisresearchisatentativeattempttostudyadvertisementtranslationwithinthetheoreticframeworkofadaptationtheory,lookingforwardto

5、provideanewprospectiveandsomeenlightenmenttoadvertisementtranslation.Keywords:adaptabilityadvertisingtranslation;AdaptationTheory;variability;顺应理论视角下的广告翻译研究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

6、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。语言具有变界性、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。关键词：广告翻译；顺应论；变异性；商讨性；顺应性ContentsAbstract【中文摘要IIIntroduction11TheTheoreticalBackground21.1AnOverviewofVerschueren9s

7、AdaptationTheory21.2FeasibilityofAdaptationTheoryforAdvertisingTranslation52TheIntroductionofAdvertising62.1TheDefinitionofAdvertising62.2TheClassificationofAdvertising72.3TheFunctionofAdvertising72.4TranslationofAdvertising83ThePracticeofAdaptationinAdvertisingTransl

8、ation83」ThePracticeofAdaptationinLinguisticField83.2PracticeofAdaptationinSocialWorld11Conclusion14Bibliography15Acknowledge