(修改好的)巩春雨-预答辩论文广告语翻译中的语用失误研究

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密级公开

硕士研究生学位论文

广告语翻译中的语用失误研究

申请人: 巩春雨

学号: 120502111048

培养单位: 黑龙江大学

学科专业: 外国语言学及应用语言学

研究方向: 旅游英语

指导教师: 崔玉范

完成日期: 2016年1月20 日

第1章绪论

中文摘要

广告学伴随着经济的发展而发展，但是其涉及的领域不仅仅是经济学说，更是综合了文化艺术等多各领域的综合性学科。其中的广告语在用词、造句以及比表达思想内涵等方面更是具有特殊性。

随着全球经济一体化的程度日益加深,作为宣传推销商品的媒介,广告在市场活动中的地位凸显。2010年,中国超越日本成为全球第二大经济体,在全球经济舞台上所扮演的角色不可或缺,对外贸易活动频繁,对中英文广告翻译精准性的要求越来越高,广告语言也越来越受到语言研究者的重视。目前,对于广告翻译的研究很多,但对中英文广告翻译的研究尚存在些许不足,翻译水平参差不齐,在实践中存在相当比例的语用失误,严重削弱了广告的劝诱功能,继而影响商品的推广和营销。本文通过广告各组成部分的翻译中出现的语用失误实例,分析了两类语用失误:语用语言失误及社交语用失误。最终得出结论:导致语用语言失误的主要原因是语用迁移,而社交语用失误则归咎于价值观、思维方式、审美方式等方面的差异和中西方文化缺失。为规避中英文广告翻译中出现的语用失误,本文引入了顺应理论和目的论。顺应理论以一个全新的视角来理解和诠释语用学。语言使用是(在说话和语言使用中同时进行的)交际者为达到交际目的而在不同的意识程度下不断做出语言选择的过程。广告翻译是源语言与目的语之间的交际,译者在翻译过程中也在不断地选择、顺应,从而最终实现广告的营销目的。目的论指出,翻译是一种交际行为,翻译行为的目的决定整个翻译过程,即“目的决定手段”。广告文本是以营销为目的的特殊语篇,译者必须根据译文要达到的预期目的和功能,在了解目的语文化背景的前提下,灵活采用各种翻译策略,使用符合目的语文化观念的语言表达方式和结构,使译文在受众者中产生积极影响,进而实现广告的商业目的。笔者希望通过本文的探讨分析能够切实有效提高中英广告翻译的精准度。

关键词：广告语；翻译；语用失误

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黑龙江大学硕（博）士学位论文

Abstract

Advertising is developing with the development of economy, but the field of advertising is not only the economic theory, but also a comprehensive subject in many fields, such as culture and art. The advertisement in the use of words, sentences and expression than ideological connotation is more special.

With the deepening of the global economic integration, as a medium of advertising and marketing, advertising in the market is becoming more and more prominent. In 2010, China surpassed Japan to become the world's second largest economy, which is indispensable in the global economy play a role on the stage, foreign trade activities frequently, to English advertising translation accuracy of the increasingly high demand, advertising language also attracts more and more attention of language researchers. At present, there is a lot of research for advertising translation, but the study on the translation of the English in advertising and there are still some shortage, uneven level of translation, there is a considerable proportion of pragmatic failures in practice, seriously weakened the persuasive function of advertising, then the impact of the promotion and marketing of goods. In this paper, an example of pragmatic failures in the translation of advertisements is analyzed, and the two types of pragmatic failures are analyzed. Finally come to the conclusion that the main causes of pragmatic failure are pragmatic transfer, while the social pragmatic failure is due to the differences in values, ways of thinking, aesthetic methods and the lack of Chinese and Western culture. In order to avoid the pragmatic failures in Chinese and English advertisement translation, this paper introduces the theory of adaptation and. Adaptation theory takes a new perspective to understand and interpret pragmatics. Language use is a process of continuously making linguistic choices at different levels of consciousness, both at the same time and in the use of speech and language. Advertising translation is the communication between the source language and the target language. In the process of translating, the translator also has to choose and adapt to the translation process, so as to achieve the purpose of advertising. It is pointed out that translation is a kind of communicative action, which decides the whole translation process ". The advertising text is a special discourse for the purpose of marketing, the translator must be based on the intended purpose and function of the target to be reached, in the premise of understanding target culture background, adopt various translation strategies flexibly, expression and structure conform to the target language culture, so as to have a positive impact on the audience, and then to achieve the commercial purpose. The author hopes that through the analysis of this paper can effectively improve the accuracy of English advertising translation.

Keywords:Slogan; Translation; Pragmatic failure