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摘要
近三十年内,中国与国际间的商品交流越来越频繁,然而在广告宣传和翻译这方面还存在诸多不足。特别在食品方面,每个国家的食品背后都蕴含着该国的文化底蕴,只有同时深刻了解两国的文化背景才能完成这次文化交流。
广告作为商业宣传的载体,其最终目的是激发消费者对该产品的购买欲。由此可见,消费者是广告的中心,无法引导消费者的广告便是失败的。这一点也恰好与接受美学理论契合。重视“忠实”的传统翻译方法已经不再适用于广告翻译实践,译文是否符合受众的审美需求才是翻译的衡量标准。
本论文以接受美学为指导,以食品商业广告翻译为研究对象,探讨了广告翻译的原则、策略和技巧。利用例证、对比分析等研究方法分析了当代广告的特点和问题,并在此基础上总结了一些原则和方法。作者的主要结论是,食品商业广告翻译必须准确把握读者的审美标准,译者在翻译时应考虑到受众的期待视野。其翻译方法主要包括:直译法、异译法和增译法。
关键词:接受美学;食品商业广告;翻译策略
Table of Contents
Abstract i
摘 要 ii
Introduction 1
1. The Theory of Reception Aesthetics 2
1.1 General Introduction to Reception Aesthetics 2
1.2 Main Concepts of Reception Aesthetics 3
1.2.1 Horizon of Expectations 3
1.2.2 Reader-oriented Theory 3
1.2.3 Blank of Meaning and Vocative Structure 4
2. Analysis of Extant Food Commercial Advertising Translation 5
2.1 Problems in Food Commercial Advertising Translation 5
2.1.1 Mistranslation 5
2.1.2 Aesthetic Differences 6
2.1.3 Scarcity of Innovation 7
2.2 Features of Food Commercial Advertisement 8
2.2.1 Lexical Features 8
2.2.2 Pronunciation Features 9
2.2.3 Syntactical Features 9
2.2.4 Rhetorical Features 10
3. Analysis of Food Advertisement from the Perspective of Reception Aesthetics 10
3.1 Intersubjectivity Among Creator, Translator and Audience 11
3.2 Creative Treason 11
3.3 Fusion of Horizon 12
4. Translation Strategies of Food Commercial Advertisement From the Perspective of Reception Aesthetics 13
4.1 Three Principles 13
4.1.1 Esthetic Principle 13
4.1.2 Cultural Principle 14
4.1.3 Demand Principle 14
4.2 Translation Skills of English Food Commercial Advertisement 15
4.2.1 Literal Translation 15
4.2.2 Free Translation 16
4.2.3 Amplification and Omission 17
Conclusion 17
Acknowledgements 18
Notes 19
Works Cited 20