论文最终版Word格式.docx
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论文最终版Word格式.docx
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ApplicationofDomesticationMethodinCommercialAdvertisementTranslation
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Abstract:
AdvertisementEnglishisanappliedlanguagewithitsownuniquestyleandfunction.Thisuniquestyleandfunctionrequirementsofadvertisementtranslationisdifferentfromothergenresoftranslation.Extremelystrongpurposeofadvertisinglanguagedecidedtodomesticationmethodshouldbethemaintranslationmethodsinadvertisementtranslation.Thisarticlefromtheperspectiveoftranslationofdomesticationandforeignization,combiningwiththecharacterizationgenreofadvertisementEnglishgenreanddiscussofdomesticationmethodincommercialadvertisingtranslation.
Keywords:
domestication;
foreignization;
advertisementtranslation
论归化法在商业广告翻译中的运用
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摘要:
广告英语是一种有着独特的文体和功能的应用性语言,这种独特的文体和功能要求广告翻译不同于其他文体的翻译。
广告语言极强的目的性决定了在广告翻译中,归化法应当成为主要的翻译方法。
本文拟从翻译学归化与异化的角度入手,结合广告英语的体裁特点,论述归化法在广告翻译中的运用。
关键词:
归化;
异化;
广告翻译
Contents
1.Introduction1
2.Advertisement1
2.1Themeaningofadvertisement1
2.2Purposeofadvertisement1
2.3Thestyletypeofcommercialadvertisement2
3.Translationtheories2
3.1Domesticationtranslationmethod3
3.2Foreignizationtranslationmethod3
4.Domesticationmethodusedincommercialadvertisements4
4.1Thecommercialandculturalfactorsintranslation4
4.2Languagefactors5
4.3Advertisementlawsandregulations5
5.Translationexamples6
6.Conclusion7
WorksCited8
GuangdongUniversityofForeignStudies
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Professor
1.Introduction
Intoday'
sbusinesseconomicprosperity,itnotgoodgoodsisnaturallycanhaveagoodsale.Similarproductshaveonethousandkinds,inordertowininthefiercebusinesscompetition,businessesareoftenrecommendtheirproductswiththinkhard.Andunderthetrendofeconomicintegration,openeconomytradebringgoodsofinternationalsales.Especiallytherapiddevelopmentofinformationtechnology,TVandphones,suchastheInternetmediapresenceisfundamentallybrokenthetraditionalculturalpattern.Today'
sTV,film,songsandotherforeignpopularcultureallprofoundlyaffectsthereceivingpeople.Iftoday'
sworldisanopencultureblendoftheworld,sonowthemassmediaisaworldfullofadvertising.Turnonthetelevisionandturnedontheradio,connectedtotheInternet,weareavarietyofcolorfuladvertisingmostly,thatislargelyformedrichadvertisingculture.Anddifferentformsofadvertisinglanguage,orembodiesthecultureofanenterprise,orenrichmentforthepromotionofproductcharacteristics,ormorespecifically,therealessenceoflanguage.Sointoday'
sworldofcross-culturalcommunicationincreasinglyfrequent,howtocorrectlytranslateforeignadvertisinginordertoadapttothetargetlanguageofmassdemandisparticularlyimportant.
2.Advertisement
2.1Themeaningofadvertisement
AdvertisingintheEnglishword"
advertisement"
comesfromLatin"
advertere"
meaning"
arousethepublicattentiontosomething,andimportameansusedbyacertaindirection."
Thegoalofadvertisingarediverse,butitsessenceisconsistent,ismessageofaproductoraservice,topersuadeconsumerstobuyitsproductsorservices.Advertisingasaspecialdiscoursegenre,hasitsowncharacteristics.AIDA(Attention,Interest,Desire,andAction)isthatadvertisingbusinessesarefamiliarwiththeprinciple.
2.2Purposeofadvertisement
Thepurposeofadvertisingistodrawthereader'
sAttentiontoadvertisingproductsorservices(Attention),causingInterest(Interest),stimulatetheirpurchasingDesire(Desire),andeventuallytotakeactiontoconsumeradvertisingproductsorservices(Action).Theadvertisementissuccess,ifitcanwilleventuallypromptedthereadingobjecttobuyaction.Thepurposeofadvertisingtranslationshouldbethesamewiththepurposeoftheadvertisingtext,areallderivedfrommerchantsofdemandtopromoteaproductorserviceneeds.Thestrongintentiondeterminesthewritingandtranslationoftheadvertisementshouldtakethereadersasthecenter,theimpactofthetargetlanguagereadersinothercountriesshouldbeequaltotheimpactoftheoriginaladvertisingreadersintheirowncountry.Advertisingtranslationhasitsuniquestylisticfeatures,butalsofullyreproducedthevocativefunctionofgoodsAdvertisingtheoriginalwrittenwell,forreadershavestrongereffectpurchasingfunction,andifthetranslationislessthanthesamerole,advertisingtranslationisunsuccessfully;
Whentheoriginalwrittenisnotsuccessful,thetranslatorinthetranslationdoesnotconsidertheeconomicbenefitsofthetranslationandblindlyloyaltotheoriginal,suchalthoughthetranslationistruthfully,butforadvertisingtranslation,isstillafailure.
2.3Thestyletypeofcommercialadvertisement
KatharinaReiss,(functiontranslationschoolrepresentative)thinkthecommercialadvertisementbelongstothetextfocusonclaims.Thetextfocusonclaimsnotonlyexpressspecificinformationintheformoflanguage,theiruniquenessisresultingintheformofnonverbalexpressioneffectwithuniquevisualangleandclearthepurposetoexpressinformation.
Thecauseofthisimportantfactorofeffectisforthereaderscleararticleisthecoreoftranslation.Thetextsfocusonclaims,torealizethefunctionofnonverbal,anyinformation,content,languageforminasecondaryposition.Itshouldarousethereaderorlistenersomeresponse,promptingthemtotakesomekindofbehavior.Thisviewcontainslanguagetheoryoftheindependentfunction.Intermsoftheory,thefunctionisexistingofallthelanguageexpression.Theaboveistotextfocusonclaimsofthestylisticfeaturesanduniquelanguagefeatures.Forthesecharacteristics,KatharinaReissinherrepresentativeworkoftranslationcriticismhavespecificanddetaileddescribe.
3.Translationtheories
Translationasabridgeoflanguagecommunicationhasalonghistory.Althoughtranslationearlyanddevelopmentofhumancivilizationmakeprogresstogether,butbuildsystemoftranslationtheoryisstruggling.ForeignizationanddomesticationhavebeenputforwardbyLawrenceVenutiin1995,Americantranslationtheorist,inTheTranslator'
sInvisibility.Historically,foreignizationanddomesticationcanberegardedasextendstheconceptofliteraltranslationandfreetranslation,butnotcompletelyequaltoliteraltranslationandfreetranslation.Literaltranslationandfreetranslationfocusonthecoreproblemishowtodealwithformandmeaninginlanguagelevel,andforeignizationanddomesticationistobreakthroughthelimitationoflanguagefactors,toexpandfieldofvisiontofactorssuchaslanguage,cultureandaesthetics.Literaltranslationandfreetranslationaremostlylimitedtothevalueorientationontheleveloflanguage,foreignizationanddomesticationisbasedonthevalueorientationofbigculturalcontext.Domesticationreferstothetranslationusingastyleoftransparent,fluent,utmostgrounddowntheoriginaltranslation’sstrangenessoftranslationstrategies.Itshouldbereflectedtheworldwheresourcelanguagetextisclosetotheworldofthetargetlanguagecultureandreadersaspossible,soastoachievethesourcelanguagecultureandtheculturalequivalencebetweenthetargetlanguagecultures.Foreignizationreferstodeviatefromthelocalmainstreamvalues,retaintheoriginallanguageandculturaldifferences(Venuti,2001:
240).Orinacertainextent,retainedtheoriginalallopatric,brokethetranslationoftargetlanguagenorm.Itclaimsthatkeepthesourcelanguagecultureintranslation,richlanguageexpressionofthetargetlanguagecultureandtargetlanguage.Domesticatingtranslationstrategyrequiresthetranslatorcloseuptargetlanguagereaders,expressionhabitofthetargetlanguagetothetargetlanguagereaders,toconveythecontentoftheoriginal;
foreignizationtranslationstrategyrequiresthetranslatorcloseuptheauthor,takingcorrespondingtotheauthorsusetheprimitiveexpression,toconveythecontentoftheoriginal.
3.1Domesticationtranslationmethod
Complywiththetargetlanguagecultureandthemainstreamvalues,theassimilationoftheconservativeoftheoriginalmethod,makeitscatertolocalCanonlaw,publishingtrendsandpoliticaltrends.Thedomesticationmethodisasfaraspossiblenottodisturbthereader,andlettheauthordrawsclosetothereaders,thetranslatorleavesthereaderinpeace,asmuchaspossible,andmovestheauthorforwardquestion).Domesticationtranslationmethodtotransfertothereadersthebasicspiritandthesemanticcontentoftheoriginalisnotinalanguageformorindividualdetailsonebyone.Itsadvantageliesinitsfluentandsmoothlanguageeasilyacceptedbyreaders,thereaderswillnotcauseunderstandingobstacles,itsshortcomingsaretranslationtendtostayonlyinthecontent,plot,orthemainpurposeofspirit,andcan'
tdeepintotheculturalessenceofprecipitationinthelanguagethekernel.
3.2Foreignizationtranslationmethod
Deviatingfromthelocalmainstreamvalues,retaintheoriginallanguageandculturaldifferences.Alsoisintheprocessoftranslationmakesthereadertotheauthor,thetranslatorleavestheauthorinpeace,asmuchaspossible,andmovesthereaderforwardquestion),strivetotakecorrespondingtothesourcelanguageexpression,reproducetheoriginalstyleandculture.Asthetwotranslationstrategies,domesticationandforeignizationistheunityofopposites,complementarytoeachother,theabsoluteabsolutedomesticationandalienationare
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