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广告语篇的语言特征及翻译

毕业论文

Textual Features of English Advertisement and Its Translation

Abstract

With the globalization of world economy, English advertising and its translation are becoming more and more significant. English Advertising is exerting great influence on every aspect of social life with its charm. However, the studies available of English advertising texts and their translation in China are far from satisfactory and traditional theories on translation seem increasingly inadequate. First of all, a discussion of the major linguistic features of English advertising texts is conducted from three perspectives: lexical, grammatical and rhetorical aspects. Next, basic theories of translation are introduced, including the principles of different schools of translation. Then, under the guidance of these principles, the most usual methods—literal translation and free translation—are used to translate English advertising texts. Analysis and translation of many English examples employed in this thesis demonstrate that the above-mentioned principles and methods are practical and applicable.

Key Words: advertising; textural features of English advertising; literal translation;  free translation

摘  要

在世界经济全球化的环境下,广告和广告翻译越来越显得重要。广告正以其独特的魅力影响着社会生活的方方面面。然而,中国的广告翻译研究刚刚起步,传统的翻译理论不能满足翻译广告这种特殊实用文体的要求。因此,本文试图对广告语篇特点与翻译作研究。本文首先从词汇,语法,修辞3个层面对英语广告语篇的语言特点进行了探讨。接着论述关于翻译的基本理论,其中包括不同流派的翻译原则等。然后讨论本文的最重要部分:英语广告语篇的翻译。具体论证应用直译法和意译法翻译广告标题、广告口号和广告正文的实用性。本文旨在探讨英语广告语篇的语言特点,力图忠实和准确的翻译英语广告,演示广告英语的翻译实践。

关键词:广告、语篇特点、直译法、意译法

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