on english ads translation from the perspective of relevance theory英语专业论文本科学位论文Word格式.docx

on english ads translation from the perspective of relevance theory英语专业论文本科学位论文Word格式.docx

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系（部）：

经济管理系

专业：

商务英语

指导教师：

0000000

开题时间：

2009-4-10

完成时间：

2009-10-20

2009年10月20日

目录

毕业设计任务书…………………………………………………1

毕业设计成绩评定表……………………………………………2

答辩申请书……………………………………………………3-5

正文……………………………………………………………6-31

答辩委员会表决意见……………………………………………32

答辩过程记录表…………………………………………………33

课题OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory

一、课题（论文）提纲

Ⅰ.引言

1.1研究目的及意义

1.2国内外研究现状

Ⅱ.理论框架

2.1简介关联理论

2.1.1关联理论的推理本质

2.1.2关联原则

2.2关联理论的翻译方法

Ⅲ.从关联理论来看英语广告翻译

3.1英语广告翻译的目的

3.2英语广告翻译的本质

3.3关联理论视角下的广告翻译

3.3.1广告翻译的策略

3.3.2广告翻译实例分析

Ⅳ.结论

二、内容摘要

广告是一种特殊的交际文体，具有明确的商业目的。

因此，广告翻译的译文只有符合受众的语言特点、文化习惯、，才能激发消费者的购买欲望。

英语广告翻译的目的是追求译文达到最大的语境效果，实现达到有效宣传产品，提高销量的目的。

目前，对于广告翻译的理论研究，相对滞后。

因此，本文拟用关联理论来分析英语广告的翻译，目的是分析英语广告翻译的实质，并且试图构建基于关联理论的翻译模式，以期指导译者进行英语广告汉译时灵活地选择翻译策略。

本研究对于中国的翻译教学和译者的翻译实践提供了一些启示。

但其还具有一定局限,所以对未来相关研究的方向提出了建议。

关键词：

英语广告；

广告翻译；

关联理论

三、参考文献

[1]Gutt.Ernst.August（2004）RelevanceandTranslation.cognitionand

context［M］Shanghai.ShanghaiForeignLanguageEducationPress.

[2]Nord.Christiane（1996）TranslatingasaPurposfu1Activity.［M］

Manchester.St.JeromePublishing.

[3]Ramos.F.Y（1998）ADecadeofRelevanceTheory.［J］Journalof

Pragmatics（30）.247-262

[4]Tanaka.K.（1994）AdvertisingLanguage.Apragmaticapproachto

advertisementsinBritainandJapan［M］London.Routledge.

[5]Wilson,Deirde.（1998）Discourse.CoherenceandRelevance.AReplytoRachelGina.［J］JournalofPragmatics（29）.57-74

[6]刘卫东.田贵森.广告翻译的最佳关联策略［J］.广西社会科学.9（2005）.156-159

[7]孟建刚.关联理论对翻译标准的解释力［J］.中国科技翻译.1（2001）.9-11

[8]潘莉.从关联理论角度解读广告翻译中的变通［J］.山东外语教学.6（2003）.78-87

[9]张景华.辨证性—关联理论的翻译本体论阐释［J］.天津外国语学院学报.1（2005）.8-14

[10]赵彦春.关联翻译理论对翻译的解释力［J］.现代外语,3（1999）:

273-295

000000

Abstract:

Asaspecialcommunicativetext,advertisementhasitsdefinitecommercialaims.Therefore,thetranslatedadvertsaresupposedtocatertothetargetaudienceintheirownlanguageandculturalbackground,whichcaninspiredtheirdesiresforpurchase.Theaimofadtranslationistoaccomplishthecommunicativeintentionoftheoriginaladvertiserandyieldadequatecontextualeffectsinthetargetenvironment,whichistopersuadethetargetaudience（consumers）topurchasetheadvertisedproductsorservices,ortofollowtheadviceinthead.Amongthecurrentstudiesonthisproject,mostofthemdugintotheprosandconsofspecifictranslationstrategies,butfailedtofindoutanoverallguidingtheoryforthegeneraladvertisingtranslationpractice.Therefore,thepresentstudymakesexplorationsoftheadstranslationfromEnglishtoChinese（abbreviatedasE-Ctranslationofads）withintheframeworkofRelevanceTheory,withahopetoanalyzethenatureofadtranslation,anddevelopatheoreticalmodelcoveringthewholeprocessofE-Ctranslationstrategies.MeanwhilethepresentresearchislikelytohelpusunderstandandappreciateadvertisinglanguageandcontributetoEnglishteachingandlearninginChina,butthestudywithlimitationoftheresearchandsuggestionforfutureresearch.

Keywords:

Englishadvertisement；

Advertisementtranslation；

RelevanceTheory

Ⅰ.Introduction

Globalizationoftheworldeconomyhassingledoutadvertisement（hereafterabbreviatedasad）inthebusinessworld.TherapidspreadofEnglishadsinworldmarkethasinitialedalotoftranslationstudiesonitintheacademia,whichhasalwaysbeenahottopicinthetranslationofpracticalEnglish.Thepresentchapter,firstofall,introducesthepurposeandthemeaningofthisresearch,andthenreviewssomeprevioustranslationtheoriesaswellassomerelevantpreviousstudiesconductedbyChineseresearchers.

1.1ThePurposesandtheMeaningofthisStudy

ReviewoftherelatedexistingliteratureofboththeoriesandresearchesshowsthatbothWesternandChineseresearchershavecontributedalottothestudyofthetranslationofEnglishads.Buttheystillhavetheirrespectiveproblemsandweaknesses.InChinatheoreticalstudyonthetranslationofEnglishadsisstillrelativelyretardant.Therefore,thethesisattemptstoconductastudyonE-CtranslationofadswithintheframeworkofRT,andittriestoanswerthefollowingquestions:

（1）WhatisthetranslationofEnglishadsinnature?

（2）Howtodevelopatheoreticalmodelcoveringthewholeprocessof

Englishadtranslationwhichcanhelptranslatorstochooseappropriatetranslationstrategies.

SincethepresentstudyisconductedwithintheframeworkofRT,theconceptsofRTadoptedinthisresearchwillbeintroducedinchapterTwo.

UsingRTtostudyE-Ctranslationofadshasboththeoreticalandpracticalsignificance.Theoretically,ittestifiestheapplicabilityofRTintranslation,whichispropitioustoconductstudiesonthetranslationofsomeothertypesoftexts.MeanwhilethepresentresearchislikelytohelpusunderstandandappreciateadvertisinglanguageandcontributetoEnglishteachingandlearninginChina.

1.2PreviousResearchesontheE-CTranslationinDomesticandAbroad

Translationisarathercomplexandyetafascinatingtask.Sincethe1990sresearchesonthetranslationofadvertisingmaterialshaveincreased,alongwiththeadventofglobalization（Liu&

Tian,2005）.ManyscholarshomeandabroadhavetriedtoconductresearchesonthetranslationofEnglishadsfromdifferentperspectives.Inthe1950sand1960s,linguistictheoryoftranslationbecamedominantinWesterncountriesandthelinguisticapproachesbasicallyregardtranslationasacodeswitchingoperation.Atthebeginningofthe1970s,thefocusshiftedfromthewordorphrasetothetextasaunitoftranslation.ThetheoryisrepresentedmainlybyEugeneNida’s“equivalence”principle.Functionalistapproachtotranslationemergedinthe1970sinGermanyintherepresentativeofVermmeer’sSkopostheorie（1989）.BecausetheadvocatorsofthisapproachareGermanscholars,itisalsocalled“Germanschooloffunctionalism”.

OverseasadvertisingofconsumerproductsandserviceshasappearedinChinesemarket,whichdrawsmoreattentionfromChinesescholars.AdtranslationdidnotbegintocatchChinesescholars’attentionuntiltheearly1990swhenitstillappearedratherprimitivealongwiththeprematureadvertising（Li&

Ma,2005）.

Asfortranslationstrategies,Chinesescholarsjustadviseoneortwototheaudienceandusemanyexamplestoprovetheirsuggestion.Forexample,Zhang（2003）considersthatadvertisementtranslationisaprocessoflanguagetransferringandculturalexchange,andmanyadvertisementtranslationsnowadaysdonotconveytheexactmeaningandculturalconnotations,whichleadstothefailureandmisunderstandingoftheoriginaladvertisements.Sheanalyseshowculturaldifferenceinfluencestranslationofadvertisement,andputsforwardseveraleffectivetranslationmethodsfromtheperspectivesoflanguage,socialcustomsandpurchasingpsychology.Zhong（2004）proposesliteraltranslationandfreetranslationasthetranslationstrategiesforadvertisingtranslation.Tosumup,mostofthemaretryingtoaddresshowtotranslateEnglishadvertisementsintoChinese,whilenoneofthemattemptstoanswerwhytochoosethesestrategiesnotothers.

ReviewoftherelatedexistingliteratureofboththeoriesandresearchesshowsthatbothWesternandChineseresearchershavecontributedalottothestudyofthetranslationofEnglishads.Buttheystillhavetheirrespectiveproblemsandweaknesses.

II.TheoryFrame

Thischapterwillconcentrateontwomajorissues:

onepartdealswithRT,thetheoreticalfoundationsofthestudy,inwhichtheinferentialnatureofRTandtheprincipleofrelevancewillbeintroduced.TheotherpartfocusesontheRTapproachtotranslation.

2.1AnIntroductionofRelevanceTheory

RTisanewapproachtocommunicationandcognitivepragmatics,however,RThasbeensuccessfullyappliedtotranslation（Romos,1997）.ThefollowingsectionsareabouttheoutlineofmainassumptionsofRT.

2.1.1TheInferentialNatureofRelevanceTheory

AccordingtoSperberandWilson（2001）,humancommunicationisanostensive-inferentialprocesswhichisdefinedasfollows:

Ostensive-inferentialcommunication:

thecommunicatorproducesastimuluswhichmakesitmutuallymanifesttocommunicatorandaudiencethatthecommunicatorintends,bymeansofthisstimulus,tomakemanifestormoremanifesttotheaudienceasetofassumptions.

Thecommunicatorandaudienceareassignedtodifferenttaskstomakeasuccessfulcommunication.Onthespeaker’spart,heissupposedtomanifesthisintentions’whileonthehearer’spart,heissupposedtoinfertheintentionsbehindthiscodedmanifestness.SperberandWilson（2003）proposethattheintentionswhichthecommunicatorintendstomanifestconsistofcommunicator’sinformativeandcommunicativeintention.Acommunicatorwhoproducesanostensivestimulusistryingtofulfilltwointentions,theinformativeintention,‘makemanifestormoremanifesttotheaudienceasetofassumptions;

second,the`communicativeintention,‘tomakeitmutuallymanifesttoaudienceandcommunicatorthatthecommunicatorhasthisinformativeintention’（Sperber&

Wilson,2001）.InRT,informativeintentionarenotofthesameimportanceincommunication.Understandingisachievedwhenthecommunicativeintentionsarefulfilled,namely,whentheaudiencerecognizesthecommunicativeintention.Oncethecommunicator’scommunicativeintentionisrecognizedbytheaudience,thecommunicationsucceeds.Thepurposeofinformativeintentionistoillustratetheaudience’scommunicativeintention