On the Translation of Perfume Advertising Slogans from the Perspective of Adaptation Theory_英语论文

摘要

广告语翻译通常是广告翻译中的重点难点。广告语的翻译需要译者准确理解源语中的风俗习惯以及价值观等, 使翻译成为文化交流的使者。本文首先对近年来广告语翻译的研究进行概述。本文通过运用Jef Verschueren提出的顺应论的四个视角（语境关系顺应、语言结构顺应、顺应的动态性和顺应过程的意识突显性）来分析香水广告语翻译的实例, 从而证实顺应论对广告语翻译具有指导作用。同时，该文在翻译分析香水广告语的基础上，总结出了一些实用的翻译技巧和方法，为广告翻译者从事翻译工作提供了重要的参考和有益的借鉴。

关键词: 顺应论  香水广告语  翻译   

Abstract

Advertising slogan translation is often the key and difficult point in advertisement translation. It requires translators to accurately understand the customs and values, etc. in the source language, making translation a carrier of cultural communication. The present thesis applies Jef Verschueren’s four angles of the Adaptation Theory, including contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability, and salience of the adaption process, to analyze selected examples of some perfume advertising slogan translation, thus confirming that the Adaptation Theory has a vital guiding role in advertising slogan translation. At the same time, based on the analysis of perfume advertising slogan translation, the thesis sums up some pragmatic translation skills and approaches, and furthermore provides important and beneficial reference for advertising translators in translation practice.

Key words: Adaptation theory  perfume advertising slogans  translation

Contents

Chapter One  Introduction 1

1.1  Purpose and Significance of the Study 1

1.2  Research Methods of the Study 2

1.3  Structure of the Study 2

Chapter Two  Literature Review 4

2.1  Introduction 4

2.2  Previous Studies of the Perfume Advertising Slogans 4

2.3  Previous Studies of the Perfume Advertising Slogans Translation 5

Chapter Three  Theoretical Framework 7

3.1  Introduction to Adaptation Theory 7

3.2  Four Angles of Investigation 7

3.2.1 Contextual Correlates of Adaptability 8

3.2.2 Structural Objects of Adaptability 8

3.2.3 Dynamics of Adaptability 9

3.2.4 Salience of Adaptation Process 9

Chapter Four  A Probe into the Translation of Perfume Advertising Slogans under Adaptation Theory 10

4.1  Introduction 10

4.2  Analysis of the Translation of Perfume Advertising Slogans 10

4.2.1 Analysis Based on Contextual Correlates of Adaptability 10

4.2.2 Analysis Based on Structural Objects of Adaptability 15

4.2.3 Analysis Based on Dynamics of Adaptability 16

4.2.4 Analysis Based on the Salience of Adaptation Process 18

4.3  Concluding Remarks 19

Chapter Five  Conclusion 21

5.1  Major Findings 21

5.2  Limitations and Suggestions for Future Studies 21

Bibliography

Acknowledgements