从归化和异化的角度研究商业广告的翻译_英语论文

A Study of Commercial Advertising Translation from the Perspective of   Domestication and Foreignization

摘要

广告作为一种商业语言，利用精炼的语言、适当的修辞来为产品宣传，以达到营销的目的，在经济发展中发挥着重要的作用。因此，商业广告的翻译也日益受到人们的关注。为了达到最佳的广告翻译效果，就必须对它的翻译特点进行充分的理解和分析。本文从归化和异化的角度入手，结合一些著名商业的中英广告翻译的实例进行分析，使人们更好的理解两种翻译策略在中英商业广告翻译中的运用，由此选择恰当的广告翻译的方法。最后，本文还发现两种翻译策略不仅可以独立存在，也可以结合使用，使得商业广告的表达更加精准，更加有效。

关键词：商业广告；翻译；归化；异化

Abstract

Advertising, as a business language, promotes goods with its terseness in language and appropriate rhetoric, in order to achieve the purpose of marketing, which is playing an important role in economic development. Therefore, advertising translation has become an increasing concern. For the optimal results, it is necessary to understand and analyze translation characteristics well. The paper from the perspective of domestication and foreignization, combined with some famous Chinese-English commercial advertising translation cases, aims at making people understand the application of two translation strategies in Chinese-English commercial advertising translation better, and then translators can select the appropriate translation methods. At last, this paper concludes that domestication and foreignization may not only be used independently but combined with each other in order to make the expression of advertising more precise and more effective. 

Key words: commercial advertising; translation; domestication; foreignization

Contents

1 Introduction 1

1.1 Background of the Study 1

1.2 Significance of the Study 1

1.3 Organization of the Study 2

2 Literature Review 2

2.1 Origin of Domestication and Foreignization 2

2.2 Definition of Domestication and Foreignization 3

2.3 Function of Domestication and Foreignization 4

3 A Study of Commercial Advertising Translation from the Perspective of Domestication and Foreignization 5

3.1 Application of Domestication 5

3.2 Application of Foreignization 9

3.3 Application of Domestication plus Foreignization 11

4 Conclusion 14

References      15