直譯，意譯在英語廣告漢譯中的應用

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直譯，意譯在英語廣告漢譯中的應用

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直譯，意譯在英語廣告漢譯中的應用

Literal and Liberal Translation in Chinese Translation of English Advertisements
Abstract

Literal translation and liberal translation are two basic translation methods. For many years, translators have argued about which one of them is better. And now the general idea is: “Translate literally, if possible, or appeal to liberal translation.”(Fan Zhongying 91). These two methods have been applied in many ways for many years. In the translation of English advertisement, liberal translation is used more frequently than literal translation for the features of English advertisements.
This paper presents a study of the application of literal translation and liberal translation to Chinese translation of English advertisements. It firstly introduces the concepts of the literal translation and liberal translation and the general principle of their application, then the aims and features of English advertisements, and at last, the literal translation and liberal translation in real practice of Chinese translation of English advertisements.

Key Words: literal translation; liberal translation; Chinese translation;
English advertisement

摘要

直譯和意譯是兩種基本的翻譯方法。多年來，譯者們1直爭論著這兩種哪種更好些。而現在較為普遍的觀點是：能直譯就直譯，不能直譯就采取意譯。這兩種譯法應用廣泛。在廣告翻譯中，由于其特征，意譯要比直譯應用得更多。
本文旨在研究直譯和意譯在英語廣告漢譯中的具體應用方法。本文首先簡單的介紹了直譯和意譯的概念、以及這兩種翻譯方法的應用原則。然后又分析了英語廣告的目標，其詞匯、句法和修辭特點。最后結合直譯和意譯的應用原則和英語廣告的特點、漢譯方法得出直譯和意譯在英語廣告漢譯中的具體應用方法。

關鍵詞：直譯；意譯；漢譯；英語廣告

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