生态翻译学视角下的广告翻译策略_英语论文

Strategies for Advertisements Translation from the Perspective of Eco-translatology

摘要

生态翻译学是依据达尔文进化论的适应选择原理，从生态学的角度对翻译活动进行的相关理论性研究，并在此基础上对翻译活动作出了新的描述和诠释。依据生态翻译学原理，广告翻译是译者在适应其生态环境的情况下所进行的选择性活动。由于广告翻译的生态环境是一个内部各因素之间相互联动的复杂综合体，因此在广告翻译的过程中，译者必须对语言维、文化维、交际维等角度进行综合考虑, 从广告翻译的整体生态环境出发，在“选择性适应”与“适应性选择”两个过程中不断地进行合理且适当的转换，努力创造出整体适应选择度最高的广告译文。

关键词：生态翻译学；广告翻译；语言维；文化维；交际维

Abstract

Based on Darwin’s theory of evolution, Eco-translatology is to study translation from the perspective of ecology and to make a new description and explanation of translation activities. According to eco-translatology, advertisement translation is an activity of choice where a translator needs to adapt to the translational eco-environment of advertisements, which is a complicated synthesis where various factors are related closely. In the process of translating advertisements, translators are required to consider from the whole translational ecological environment of advertisements, balance linguistic dimension, cultural dimension, and communicative dimension and so on, make a transformation appropriately in the constant process of “selective adaptation” and “adaptive selection” and make every effort to create the best translation.

Key words: eco-translatology; advertisement translation; linguistic dimension; cultural dimension; communicative dimension