顺应论视角下的商业广告语翻译研究_英语论文

A Study on the Application of the Adaptation Theory to the Translation of Commercial Slogans

摘要

随着国际贸易的发展和产品的国际化，广告扮演着越来越重要的角色。广告语的国际化已经成为一种不可避免的趋势，广告语翻译也因此成了当务之急。在现实生活中，广告语翻译存在着诸多问题，这些问题给人们了解产品和企业宣传产品造成了很大困扰。因此，广告语翻译研究亟待加强。

本研究从顺应论的视角探讨商业广告语的翻译。论文首先探讨了商业广告语的定义、特征和功能，以及商业广告语翻译的现状，接着回顾了顺应论的定义，发展及内容，继而将顺应论应用于商业广告语的翻译，从语言使用者、社会因素、心理因素、文化因素等四个方面进行了论述，最后在分析商业广告语翻译中存在问题的基础上提出了相应的对策。 

关键词：顺应论；商业广告语；翻译；策略    

Abstract

With the development of international trade and the internationalization of products, advertising is playing an increasingly important role. The internationalization of commercial slogans has become a natural trend. In real life, many problems exist in the translation of commercial slogans, which causes great difficulties for people to understand the products and the enterprises. Therefore, the study on the translation of commercial slogans should be strengthened. 

This paper focuses on the translation of commercial slogans from the perspective of Jef Verschueren’s Adaptation Theory. First, it explores the definition, characteristics and functions of commercial slogans, and the current situation of commercial slogan translation. It follows to review the Adaptation Theory’s definition, derivation and contents. And then it applies the Adaptation Theory to the translation of commercial slogans and discusses the four aspects of adaptations, i.e. adaptations in terms of language users, social factors, psychological factors and cultural factors. Finally, it analyzes the problems existing in the translation of commercial slogans, and puts forward some corresponding strategies. 

Key words: the Adaptation Theory; commercial slogans; translation; strategies

Contents

1 Introduction 1

2 Commercial slogans 2

2.1 The definition of commercial slogans 2

2.2 The characteristics of commercial slogans 2

2.3 The functions of commercial slogans 5

2.4 The current situation of commercial slogan translation 6

3 The Adaptation Theory 7

3.1 The definition of the Adaptation Theory 7

3.2 The derivation of the Adaptation Theory 8

3.3 The contents of the Adaptation Theory 9

3.4 The Adaptation Theory and translation 10

4 The application of the Adaptation Theory to the translation of commercial slogans 11

4.1 Adaptation in term of language users 11

4.2 Adaptation in term of social factors 13

4.3 Adaptation in term of psychological factors 15

4.4 Adaptation in terms of cultural factors 16

5 Conclusion 17

References 19