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摘要
随着全球经济化的深入发展,商品国际流通日益普遍频繁,广告在促进商品销售和国际贸易发展等各方面发挥着越来越重要的作用,因此广告翻译的重要性也逐渐凸显。根据关联理论可知,人与人之间的交际是一个明示推理过程,而交际的最终目的是寻求最佳关联。广告者明示广告的信息意图,接收者则通过推理来获取广告的交际意图,产生相关语境效果,从而获得最佳关联。商品的购买只有在交际意图被真正接收的基础上才会实现并完成。本文以关联理论为框架,在分析广告语言特点的基础上,以苹果手机最新款iPhone11 Pro广告为例,利用文献研究法和译例分析法,论证关联理论对广告翻译的指导作用,同时还涉及到关联理论视角下的广告翻译策略。我们发现,从关联理论视角看,广告翻译时译者可以采用明示推理,产生相关语境效果以取得广告效果。
关键词:关联理论 广告 翻译
Contents
Abstract i
摘 要 ii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Objective 2
1.3 Research Significance 3
1.4 Research Method 3
1.5 Thesis Structure 4
Chapter Two Literature Review 6
2.1 Introduction 6
2.2 Previous Studies on Translation under Relevance Theory 6
2.3 Previous Studies on Advertisement Translation under Relevance Theory 7
2.4 Summary 9
Chapter Three Theoretical Framework 10
3.1 Introduction 10
3.2 Development of Relevance Theory 10
3.3 Main Concepts of Relevance Theory 11
3.3.1 Cognitive Environment 11
3.3.2 Ostensive-Inferential Communication 12
3.3.3 Optimal Relevance 12
3.4 Summary 13
Chapter Four Analysis of Translation of the Advertisement of IPhone11 Pro from the Perspective of Relevance Theory 14
4.1 Introduction 14
4.2 Analysis and Discussion 14
4.2.1 Cognitive Environment of Advertisement Translation 14
4.2.2 Ostensive-Inferential Communication of Advertisement Translation 16
4.2.3 Optimal Relevance of Advertisement Translation 18
4.3 Summary 20
Chapter Five Conclusion 21
5.1 Findings of the Research 21
5.2 Limitations of the Research 21
Bibliography 22
Acknowledgements 23