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英国留学生媒体广告论文定制:广告翻译的目的—The purpose of advertising Translation

时间:2011-07-20 10:26:08来源: 作者:www.liuxulw.com 点击:0
留学生论文网专业提供英国留学生媒体广告论文定制,英国留学生市场营销论文定制等论文服务。功能翻译理论的目的是最重要的理论。基于本文的目的是,从广告的特点,目标语言的

The purpose of advertising Translation [Abstract] 英国留学生媒体广告论文 Objective features of translation theory is the most important theories. The purpose of this paper is based, from the advertising features, stylistic features of the target language, target language reader response and cultural background of the target language translation strategies to explore possible . [Key words] teleology; advertising; Advertising Translation Profound impact of economic globalization, translation industry. With the internationalization of the increasing economic exchanges, advertising translation is growing at an alarming rate. More diverse media such as newspapers, radio, television, Internet, etc., and they must rely on advertising for survival. Translator found himself all the time for cross cultural communication. First, the functional purpose of Translation Theory What kind of translation is a good translation? Most people think that translation should accurately convey the original meaning clear. Indeed, many linguists believe that the traditional translation and other linguistic style should feature the same with the original. 60 years since the 20th century, however, translation theory and practice in the emergence of a boom, people think we should make the translation and the original on the language features such as, but not the corresponding form in the language that the reader is able to obtain and Like the original psychological reactions. Nida is to get that functionality on other language translations and original features on the other, is the psychological response of other readers, rather than in the corresponding form of the language. On the other can not be confined to the text itself, and so he judged whether or not the power of the reader&qpos;s psychological reaction to the [1]. Appears in the Nida, translation in the target language is the most natural way to reproduce the information in the original, the first meaning is to reproduce, then style. The best translation should read like translations. Let the original and the translation must make the translation of such nature, make the translation reaction in the reader&qpos;s heart and the hearts of readers in the original text were similar. The purpose of Vermeer theory (skopos theories) to a good solution to this problem. Purpose of translation theory is the most important function of the theory, was first used by German scholars Fei Mier (VemeerHans J) in 1978 in "common framework of translation theory," a book for the first time proposed by the functionalist translation theory is the most important theory. Functionalist school of thought in Germany began in the 20th century, 70s. The representative is Katharina Rice (Katharina Reiss), Fei Mier (Hans J. Vermeer) and Christian Nord (Christiane Nord). Arnold further improved teleology. Nod to the translation is defined as: "Translation is a feature created to play the translation languages. It maintained its original language of the translation links will be based on the function of the expected or required to be specific. Translation to the objective language and cultural barriers to communication behaviors that can not be smooth. "[2] Arnold asked the purpose of the guidelines for the translation of the reform provides a standard translation and deletions. According to teleology, the first rule to follow is to translate the purpose, that all translation is the purpose of the decision to conduct the entire translation process (The end justifies the means) (Nord, 2001). Arnold will be translated into three purposes: The purpose of the translator (such as money), translation in the target language culture in the communicative purpose (such as the transmission of information) and the use of a particular translation strategy or objective to be achieved by means (such as the use of literal translation to reflect the language of the source language structure). Typically, the "purpose" refers to the translation of the communicative purposes. So the purpose come from? Purpose of that translation process, the initiator (initiator) determine the purpose of translation in communication, but when the initiator due to lack of expertise or for other reasons unclear on purpose, when asked, the translator with sponsor consultation, the translation from the special case of derived translation purposes [3]. Purpose principle requires that the translator in the frame of reference throughout the translation process such as translation theory is not emphasized in the original and functional, but should be asked in the target language and cultural environment to be achieved in one or several communication functions, namely, should be asked in order to achieve the expected target language culture, the primary function of the principle of . Functionalist purpose creatively put forward the principle of breaking the restrictions on other theories, modified the traditional "true" standard, extends the scope of translatability, and increases the translation strategies, translation of requirements must be based on the purpose of translation to the text The purpose of the first criteria for making the translation process closer to the actual translation, translation of advertising has an important significance. Second, the purpose of advertising and character translation Purpose of that intended purpose and function of the translation methods of translation decisions. British translation theorists Newmark (Peter Newmark, 1981) in his "translation method" (Approaches to Translation), a book, according to the text of different content, style and function, the text is divided into three types: information text, the expression of the text , Call of the text. Call of the text ads are included in [5]. Different types of sports have different purposes and functions, and thus the requirements of translation and translation strategies of choice are different. To do translation, we must first understand the purpose and function of ad text. The famous American Marketing Association (American Marketing Association AMA) to the definition of such ads under: Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. ( Advertising is usually specific advertisers pay the way through the mass media products, services or ideas and other information and promotion of non-personnel). In addition there was a saying that "advertising is paid by individuals or organizations to obtain the media to a certain degree of social groups to promote its goods, services or ideas, and persuade them to buy or take the appropriate behavior of activities." Accordingly we can see advertising as a competitive business practices, the aim is to win consumers, and thus necessarily a consumer-centric, investment and consumer appeal to their preferences, the need for consumers to move their hearts, contributed to its purchase activities. This is the sole purpose of commercial advertising, but also translate the sole purpose of commercial advertising. In general, advertisements should follow the KISS principle that "Keep it short and sweet". Ads should be concise, one save and invest for the business, on the other hand in favor of consumers to accept. Consumers of different cultures have different values, therefore, advertising will be due to geographical and stylistic and cultural backgrounds are different. Advertising in the translation, the translator should pay special attention to understand the target language culture, advertising norms, so that the target language translation style consistent with the taste of readers. In other words, advertising is necessary to follow the target language translation of the ad language style, to respect the target language culture, focusing the reader&qpos;s www.liuxuelw.com/liuxueshenglunwen/ reflection. The only way to ensure that the advertising to achieve its intended function of translation, effectively introduce the product to consumers, the target language, and to promote its purchase products