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廣告語篇的語言特征及翻譯
畢業(yè)論文
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
在世界經(jīng)濟全球化的環(huán)境下，廣告和廣告翻譯越來越顯得重要。廣告正以其獨特的魅力影響著社會生活的方方面面。然而，中國的廣告翻譯研究剛剛起步，傳統(tǒng)的翻譯理論不能滿足翻譯廣告這種特殊實用文體的要求。因此，本文試圖對廣告語篇特點與翻譯作研究。本文首先從詞匯，語法，修辭3個層面對英語廣告語篇的語言特點進行了探討。接著論述關(guān)于翻譯的基本理論，其中包括不同流派的翻譯原則等。然后討論本文的最重要部分：英語廣告語篇的翻譯。具體論證應(yīng)用直譯法和意譯法翻譯廣告標(biāo)題、廣告口號和廣告正文的實用性。本文旨在探討英語廣告語篇的語言特點，力圖忠實和準(zhǔn)確的翻譯英語廣告，演示廣告英語的翻譯實踐。
關(guān)鍵詞：廣告、語篇特點、直譯法、意譯法
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