文本类型理论下中英广告翻译策略研究
广告，顾名思义，“广而告之”。近年来，广告语已经成为一种文化传播的载体。随着市场经济的不断发展，商业化竞争将目标定向全球化，跨越国界的广告对具有营销推广目的的广告语提出了翻译方面的高要求。一个成功的广告翻译能够给一个企业带来丰厚的利润。反之,不但不能达到预期的效果,还有可能让企业蒙受巨大的损失，可见研究广告语翻译具有重大的现实意义。但是，目前我国的广告翻译存在一系列的问题，其发展仍然不够成熟和完善。本文正是针对这一系列的问题提出了中英广告语的翻译策略这一课题，以纽马克文本类型理论为理论依据和框架，结合国内外广告翻译的实例，探讨文本类型理论下广告语的翻译策略。通过合理有效的应用这些翻译策略，使译文可以达到与原文同样的宣传效果，进而打开市场，促进销售。通过对这些翻译策略的研究，为翻译工作人员提供参考，推进大学生对广告语的认知和翻译能力。
关键词：纽马克 文本类型理论 广告 翻译策略
Abstract (in English)………………. iii
Abstract (in Chinese) iv
Chapter 1 Introduction 1
Chapter 2 Literature Review 3
2.1 Text Type Theory of Newmark 3
2.1.1 Expressive Text 3
2.1.2 Informative Text 3
2.1.3 Vocative Text 3
2.2 Semantic Translation and Communicative Translation 4
Chapter 3 Advertisement Review 5
3.1 The Nature and Characteristics of Advertisement 5
3.1.1 The Nature of Advertisement 5
3.1.2 The Characteristics of Advertisement 6
3.2 Advertisement Translation Problems and Influencing Factors 7
3.2.1 Advertisement Translation Problems 7
3.2.2 The Influence Factors of Advertisement Translation 8
Chapter 4 The Application of Text Type Theory in the Chinese-English Advertising Translation 10
4.1 Literal Translation 10
4.2 Free Translation 11
4.3 Transliteration 12
4.4 Corresponding Translation 13
4.5 Creative Translation 13
Chapter 5 Conclusions 15
5.1 Significance and Insufficiency of Advertisement Translation 15
5.2 Reasonable Suggestions on Advertisement Translation Strategies 15
Bibliography 17
Acknowledgements............................ 18
Chapter 1 Introduction
“Advertisement” was derived from Latin word “advertere” which means attention, inducing and widely publicizing (Ye Yuan, 2011). Under the influence of economic globalization, advertisement has penetrated into every corner of social life, and gradually become an essential part in people’s daily life. With the continuous development of market economy in our country, Chinese goods are pouring into the international market, at the same time, a large number of foreign products are pouring into Chinese market. Faced with the fierce market competition, the function of advertisement in promoting sales and prospering market economy are becoming more and more obvious, meanwhile, the position of advertisement translation is becoming more important. Advertisement which had crossed the national boundaries has proposed the requirement of cross-cultural communication. The sellers should translate the advertisements used in one country by using another language as equivalent as possible (Xiao and Song, 2009). However, the translation of advertisement can’t meet the requirements of the market, especially the Chinese market.
As a new field in translation, advertisement translation won the attention of the translators and the researchers, but its development is still not enough mature and perfect. Advertisement is also the important symbol of market sailing, and its translating level directly affects the image in consumers’ mind, and the market share (Feng Huanhong, 2008). Obviously research on advertisement translation is of great practical significance.
This thesis consists of five parts. The first chapter gives an introduction to the whole thesis, including the background and the layout of the thesis. The second chapter mainly explains the translation theories, including text type theory of Newmark, and semantic translation and communicative translation. The third chapter mainly introduces advertisement, and the nature and the features of the advertisements together with the problems in translation and its influencing factors are discussed. In the fourth chapter, the author expounds the application of text type theory in the Chinese-English advertising translation, and lists five methods: literal translation, free translation, transliteration, corresponding translation and creative translation. The last chapter is a conclusion which summarized the meaning and the insufficiency of the advertisement translation, on that basis the author proposes reasonable proposals for some advertisement translation.
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