汽车广告翻译的跨文化语用失误分析_英语论文

Cross-Cultural Analysis on Pragmatic Failure in Auto Advertisement Translation 

摘要

广告是一种宣传的手段，同时也是一种重要的社交语言和社交文化。中英文汽车广告的翻译可以被看作是跨文化交际的过程。中国在2007年己经成为仅次于美国的全球第二大汽车消费市场。在日益全球化的今天，对汽车广告翻译的研究具有重大意义。

    本文从跨文化语用失误角度分析汽车广告语的翻译，主要从语用语言失误，社交语言失误和行为语用失误方面进行研究。文章先是讨论了论文的研究背景及意义，接着主要介绍了汽车广告和语用失误研究。文中通过引用和分析汽车广告来阐述汽车广告翻译中的跨文化语用失误。最后总结全文。希望通过本文能为翻译语用失误研究带来全新的观点。

关键词: 汽车广告翻译；跨文化；语用失误

Abstract

China has become the second largest market of automobiles in the world since 2007. Advertisement is a method of publicity, an important social language and social culture as well. The translation of auto advertisement between English and Chinese is a process of cross-cultural recreation. The study of auto advertisement translation is of great significance in the globalization world.

This paper analyzes three types of cross-cultural pragmatic failures in auto advertisement translation in the aspects of pragma-linguistic failure, the socio-pragmatic failure and the pragma-behavioral failure. This paper begins with the background and significance of the thesis. Then it briefly introduces the auto advertisements and pragmatic failures. It also explores the cross-cultural pragmatic failures by analyzing examples of auto advertisements. At last, there is a conclusion. It is hoped that a new perspective can be brought to the study of pragmatic failure in translation through this paper. 

Keywords：Auto Advertisement Translation   Cross-Cultural   Pragmatic Failure