商业广告翻译过程的模式构建

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3.0 赵德峰 2024-11-19 4 4 634.26KB 64 页 15积分

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ABSTRACT

This thesis is a tentative exploration of commercial advertisement translating

process from the perspective of Skopos-Relevance-Adaptation theoretical approach. It

aims at building a translation model to shed light on the dynamic process of the

translator’s mental operation and guide the practice of commercial advertisement

translation. This model is cross-cultural, translator-centered and with target audience

taken into consideration at the same time. Sperber and Wilson’s Relevance Theory,

Vermeer’s Skopos Theory and Verschueren’s Adaptation Theory serve as its theoretical

base.

As a new field of research into cross-cultural communication, advertisement

translation is getting more and more attention. Although much practical work of

advertisement translation has been done in China, theoretical research in this area is

relatively far behind. Present researches tend to focus on the application of certain

translation strategies. However, general principles and framework that can serve as a

guideline for advertisement translation are rarely seen in this field. When translating

advertisements, if the translator sticks to their original forms and contents, the translated

versions may be lack of persuasiveness so as not to succeed in the target market. On the

contrary, if the translator only considers how to cater to the receptor audience’s mental

world and aesthetic expectation irrespective of the cultural connotation implied in the

souce language advertisements, transmission and communication between different

cultures are held up. This approach is rather re-creation of the original advertisement,

thus deviates from the essence of translation. In fact, it is lack of understanding of the

essence of translating process that put the translator in this dilemma.

In this thesis, after reviewing the background knowledge and relevant theories, the

author begins his deduction: first, translation is a kind of purposeful action and

advertisement translation is especially the case. The most important factor in translation

process is its entire purpose(skopos). As for commercial advertisement translation, its

purpose is to publicize products or services, to persuade customers into purchasing, to

stimulate consumption and open up target markets. Then how does the translator

effectively convey to the target audience the communicative intention and informative

intention of the copywriter? This can be divided into two sub-processes, namely

iii

Text-Interpreting Process(TPP) and Text-Producing Process(TPP). The first one is a

relevance-seeking and ostensive-inferential process in which the translator tries to grasp

the communicative intention and informative intention of the copywriter by

constructing contextual assumption in his mind and searching for the optimal relevance

to the original context; The second one is a dynamically-adjusting process in which the

translator consciously make linguistic choices at different levels to cater to the target

audience’s mental world, linguistic world and cultural world. His conveyance of the

copywriter’s communicative intention and informative intention must be predicated on

the ensuring of the cognitive consonance of the target audience. In this way, a

framework — Skopos-Relevance-Adaptation Theoretical Model(SRATM) has come

into being.

In the whole process of theoretical deduction, the author also picks up a certain

amount of typical advertising language data to make elaborate example analyses, and

put forward some practical commercial advertisement translation strategies. Within the

tripartite framework SRATM, not only can the translator correctly process the

communicative intention of the copywriter, but the target audience accept the product or

service without any cognitive inconsonance as well, and further, make the purchase.

Hopefully, on the one hand, successful cross-cultural communication can be ensured; on

the other, new market opened up and consumption stimulated.

Key words: commercial advertisement; translating process;

theoretical model; Skopos-Relevance-Adaptation;

Text-Interpreting Process; Text-Producing Process

摘要

本文的研究对象是商业广告语的翻译过程，研究的的目标在于以“目的-关联

-顺应”为研究路向，建立一个跨文化的，以译者为中心的，兼顾目的语受众的翻

译理论框架，以此来指导广告翻译，并解释广告翻译过程中译者思维运作的动态

过程。该框架的理论基础为 Sperber 和 Wilson 的关联理论，Vermeer 的目的论和

Verschueren 的顺应理论。

作为跨文化交际研究的一个新领域,广告翻译越来越得到人们的重视。虽然国

内对于广告进行了大量的翻译实践活动,但是对此领域的理论研究却还相对落后。

当前此领域的研究主要集中在分析某一特定的翻译策略在广告翻译中的应用,很

少有人能够提出广告翻译总的指导原则和框架。在翻译广告时,如果译者一字不改

地坚持原文的形式和内容,译文可能无法产生说服效应,进而导致该广告的译文无

法在目的语市场获得成功。相反,如果译者一味迎合译语受众的心理世界和审美期

待,而不顾源语广告所体现的文化内涵,则又不利于不同文化间的传播和融通,实

际上这是对原语广告的再创造,而偏离了翻译的本质。真正让译者处于进退两难境

地的原因是对翻译过程本质的把握。

在回顾了背景知识以及相关理论介绍之后，作者开始进行演绎推理。首先翻

译是一种有目的的行为，广告翻译尤为如此。决定翻译过程的最主要因素是整体

翻译行为的目的。商业广告翻译的目的不言而喻，就是宣传产品，说服顾客，刺

激消费。那么译者何以将源语广告撰稿人的信息意图和交际意图有效地传递给译

语广告的读者的呢？这分为两个过程，即语篇解释过程和语篇产出过程。第一个

过程是译者与撰稿人或源语广告进行跨文化对话，并寻找关联的明示推理交际过

程。译者在大脑中建构语境假设并在原广告文本中寻找最佳关联，从而充分理解

撰稿人试图传达的信息意图和交际意图。第二个过程是译者动态顺应译语广告读

者的交际过程。由于语言具有变异性、协商性和顺应性的特点，译者可在从语篇

解释过程中得到的最佳关联的引导下，有意识地在不同层面进行语言选择以适应

目的语受众的心理世界，语言世界和文化世界，并在确保目的语受众认知和谐的

前提下，传达源语广告的信息意图和交际意图。在顺应的过程中，译者要考虑到

译语的社会文化语境和语言语境，文化缺省现象以及译文读者的审美期待和接受

能力等等。就这样，一个“目的-关联-顺应”的理论框架形成了。

在进行理论推理的过程中，作者也将选取典型广告语料，以实例的形式来阐

释翻译的过程，并提出了切实可行的顺应策略。“目的-关联-顺应”三位一体的翻

译模式不仅能使译者正确地认知处理广告撰稿人的交际意图，又能确保译文读者

在认知和谐的前提下，接受广告产品，进而作出购买行为。这样以来，一方面跨

文化交际成功实现；另一方面刺激了消费，为产品打开了销路。

关键词：商业广告翻译过程理论模式目的-关联-顺应语篇解释过

程语篇产出过程

Abbreviations Used in the Thesis

SRATM: Skopos-Relevance-Adaptation Theoretical Model

TIP: Text-Interpreting Process

TPP: Text-Producing Process

ST: Skopos Theory

RT: Relevance Theory

AT: Adaptation Theory

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Contents

ACKNOWLEDGEMENTS ............................................................................................ i

ABSTRACT .....................................................................................................................ii

摘要 ............................................................................................................................... iv

Abbreviations Used in the Thesis ................................................................................. vi

Contents ......................................................................................................................... vii

Chapter One Introduction ..............................................................................................1

1.1Origin and Significance of the Study ....................................................................1

1.2 ResearchMethodology ......................................................................................... 3

1.2.1 Theoretical Deduction ................................................................................3

1.2.2 Example Analysis .......................................................................................4

1.3 Sources of Data .................................................................................................... 5

1.4 Data Analysis ....................................................................................................... 6

1.5 The Outline of the Thesis .....................................................................................7

Chapter Two Literature Review .................................................................................... 8

2.1 Previous Researches on Advertising Translation ................................................. 8

2.2 Different Approaches to Advertisement Translation Study ................................. 9

2.2.1 Text Typology and Advertisement Translation .......................................... 9

2.2.2 Intertextuality and Advertisement Translation ...........................................9

2.2.3 Cognitive Linguistics and Advertisement Translation .............................10

2.2.4 Functional Equivalence and Advertisement Translation ..........................11

Chapter Three Brief Introduction to Advertisement .................................................14

3.1 Definition of Advertisement .............................................................................. 14

3.2 Classification of Advertisement ......................................................................... 15

3.3 Components of Commercial Advertisement ...................................................... 16

3.3.1 Headline ................................................................................................... 17

3.3.2 Body Copy ............................................................................................... 17

3.3.3 Slogan ...................................................................................................... 18

3.3.4 Trademark ................................................................................................ 19

3.3.5 Illustration ................................................................................................ 19

3.4 Linguistic Features of Commercial Advertising Language ............................... 20

3.4.1 Lexical Features ....................................................................................... 20

3.4.1.1 Coinage and Misspelling .............................................................20

3.4.1.2 Borrowed Words ......................................................................... 21

3.4.1.3 Abbreviations and Compounds ................................................... 22

3.4.1.4 Preference for Adjectives and Verbs ........................................... 22

3.4.1.5 Unique Lexical Features in Chinese Advertising ........................23

3.4.2 Syntactic Features .................................................................................... 24

3.4.2.1 More Short and Simple Sentences .............................................. 24

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摘要：

iiABSTRACTThisthesisisatentativeexplorationofcommercialadvertisementtranslatingprocessfromtheperspectiveofSkopos-Relevance-Adaptationtheoreticalapproach.Itaimsatbuildingatranslationmodeltoshedlightonthedynamicprocessofthetranslator’smentaloperationandguidethepracticeofcommercialadvertisementtranslat...

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