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论英文广告的汉译

时间:2017-10-02 其他毕业论文 我要投稿
毕业论文

On the Chinese Translation of English Advertisements

Abstract

Advertisements are strictly consumer-oriented, so is their translation. The first part of this thesis will look back upon some translation theories through years. Peter Newmark’s communicative and semantic translation and Eugene Nida’s functional equivalence are important translation theories. In the second part, some translation methods that might be adopted in advertisements translation are introduced. The third part of this thesis is translation analysis, which is more specific. Translation of body copies, headlines, slogans, and trademarks are discussed respectively. Rhetorical expressions are included in translation analysis of slogan. In addition, several new concepts will be put forward in this thesis. Claim and positioning make translators understand advertisements translation with a whole new perspective. Claim is discussed with slogan, positioning with trademark.
Through analysis of advertisements translation, qualifications and responsibilities for advertisements translators are indicated. At last, the relationship between Newmark’s communicative translation and Nida’s functional equivalence embodied in advertisements translation will be found.

Key Words: English advertisements; translation; analysis; claim; positioning

摘 要

广告严格地以消费者为导向,广告翻译也是如此。论文第1部分将首先回顾多年来的翻译理论,纽马克的交际和语义翻译理论以及奈达的功能等值是重要的讨论对象;第2部分将介绍在英文广告汉译中可能用到的翻译方法;第3部分是英文广告汉译的翻译分析,对广告正文、标题、口号、和商标的翻译分别进行讨论。修辞的翻译包含在口号翻译中。另外还有些针对广告翻译的新的概念的提出!吧啤焙汀岸ㄎ弧闭饬街止愀嫜Ъ记山1个全新的视角来看待广告翻译!吧啤狈旁诳诤欧胫刑致;“定位”放在商标翻译中讨论。
本文旨在通过英文广告汉译的各方面分析,发现作为广告翻译者应该具备的基本素质(不仅仅是1个纯粹的翻译者),以及广告翻译者所肩负的使命。最后将发现纽马克的交际翻译理论和奈达的功能对等理论在广告翻译中体现出的关系。

关键词:英文广告、翻译、分析、声称、定位

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