莱文森的语言经济学理论视角下英文广告的汉译研究 [2]
论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2016-10-03编辑:lgg点击率:5288
论文字数:37852论文编号:org201610011633445564语种:英语 English地区:中国价格:$ 66
关键词:英语语言学论文广告翻译语言三原则策略
摘要:本文是英语语言学论文,本文应用莱文森的语言经济学原理,来讨论在广告翻译时,通过哪些策略可以使广告翻译变得既简洁又不失本意而又有深意。 在“其它的翻译法”类别中囊括了一些不适合划分到之前的三个类别中,但是也适用翻译广告的策略。
valence problems in advertising translation. Therefore, this paper aims to find the common problems existed in advertising translation and discusses the translation strategies from the perspective of the theory of
Economics of Language.
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Chapter One Literature Review
1.1 Studies on Advertisement Translation
With the development of globalization, advertising translation has become a heated issue in translation studies. Many scholars carry out researches on it from various perspectives. Then, this paper will discuss the current situation of advertisement translation from abroad and home, the problems existed in current studies and the previous study on theories of
Economics of Language. The development of advertisement in western countries is much earlier than that in China. As advertisement can stimulate sales, many companies and linguists strove to make advertising language better. With the growth of globalization, advertisement translation is gaining more attention. There are some primary scholars who conducted their research on advertising translation and made a contribution. The first article that is worth mentioning is English in Advertising: A Linguistic Study of Advertising in Great Britain written by Leech. In his book, Leech stresses that it is important for the advertisement translators to choose language when they are dealing with advertisement materials. He describes some features of British advertisement of the late 1960s, such as the use of complicated modification, the predominance of adjectives, and the highly frequent use of imperative clauses. Besides, he also dabbles in the field of advertisement translation with rhyme and rhetorical devices. To draw a conclusion, he produced an influential work in this field and laid a foundation for the future studies. With the development of sociolinguistics, many scholars applied the sociolinguistic approaches to researching English advertisement. These people paid attention to the advertisement’s usage in social context rather than studying the linguistic features. There are other famous studies such as Pierre Hurbin’s (1972) Peut-on traduire la langue de la Publicite (Can one Translate the Language of Advertising, 1972:24-32), published in Babel, which appeared in a time when the theory of equivalence became the main linguistic method. He mainly points out that there are a lot of translations for the original text
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