纽马克交际翻译视角下酒类平面广告的英译研究_英语论文

C-E Translation of Liquor Print Advertisements from the Perspective of Newmark’s Communicative Translation

摘要

酒类平面广告是一种目的明确的应用文体，主要具有信息功能与呼唤功能，其目的是使读者接受并购买产品。纽马克认为交际翻译适用于信息型文本与呼唤型文本的翻译，且交际翻译能使目的语读者阅读译文所产生的效果接近于原语读者阅读原文的效果，这正符合广告翻译的目的。本文以纽马克的交际翻译为理论基础，对酒类平面广告翻译进行研究。研究结果表明直译与省译适合信息型文本的翻译，而增译、改译和仿译则适用于呼唤型文本的翻译。作者希望该研究可以拓宽交际翻译研究的应用范围，同时引起国内学者对酒类平面广告翻译的注意。

关键词: 酒类平面广告；交际翻译；信息功能；呼唤功能；翻译策略

Abstract

Liquor print advertisement, a kind of practical writing with specific purposes, mainly has informative function and vocative function. It intends to call on the readers to accept and purchase the product. According to Peter Newmark, communicative translation is feasible for the translation of informative texts and vocative texts. Communicative translation attempts to produce on the target readers an effect similar to that obtained on the readers of the source language, which corresponds to the purpose of advertisement translation. Therefore, the author will study C-E translation of liquor print advertisements based on Newmark’s communicative translation. It is found that literal translation and omission can be used for informative texts while addition, rewriting and parody can be used for vocative texts. The author hopes that this thesis will broaden the applicable scope of communicative translation and draw the attention of more scholars at home to the study of C-E translation of liquor print advertisements.

Keywords: liquor print advertisements  communicative translation  informative function  vocative function  translation strategies

Contents

Acknowledgements I

Abstract II

摘要 III

Chapter One Introduction 1

1.1 Background of This Study 1

1.2 Significance of This Study 1

1.3 Liquor Print Advertisements 1

1.4 Structure of This Thesis 2

Chapter Two Literature Review 3

2.1 Communicative Translation 3

2.2 Previous Translation Studies Based on Communicative Translation 3

2.2.1 Translation of Advertisements Based on Communicative Translation 3

2.2.2 Translation of Public Signs Based on Communicative Translation 4

2.2.3 Translation of Political Speeches Based on Communicative Translation 4

2.2.4 Translation of Film Titles Based on Communicative Translation 5

Chapter Three Application of Communicative Translation to C-E Translation of Liquor Print Advertisements 6

3.1 C-E Translation from Aspect of Informative Function 6

3.1.1 Literal Translation 6

3.1.2 Omission 8

3.2 C-E Translation from Aspect of Vocative Function 8

3.2.1 Addition 9

3.2.2 Rewriting 10

3.2.3 Parody 11

Chapter Four Conclusion 13

4.1 Findings 13

4.2 Limitations 13

References 14