摘要
2008奥运会即将在北京召开,这为国外企业在中国的发展,以及国内企业走出国门进入国际市场提供了一次绝好的契机。无论国外企业要进入中国市场,还是国内企业投入国际竞争,首要的是通过广告来宣传企业文化,推广企业产品,从而塑造良好的企业形象。因此关于奥运广告及其翻译的研究显得尤其重要。本文基于奥运广告及其翻译的特殊性,从关联理论出发来探讨奥运广告及其翻译方法,其目的在于帮助提高实际操作中奥运广告的翻译水平。
首先,本文通过对奥运广告的明示-推理模式,语境效果和最佳关联的分析,探讨关联理论与奥运广告效果之间的内在联系。其次,探讨了关联理论的翻译观。关联理论认为交际是一个明示-推理的过程,在这个过程中双方之所以配合默契,主要由于有一个最佳的认知模式——关联性。而翻译作为一种特殊的跨文化、跨语言的交际行为,是一种语际间明示——推理的阐释活动,包含了两个明示——推理的过程。再次本文从语言及文化层次探讨了英汉奥运广告的差异,并提出了奥运广告翻译的原则:忠实性,吸引性和可接受性。最后建议采纳三大翻译策略:直译,意译和编译;通过大量例子证明翻译者可以通过灵活选择运用各种翻译策略来达到奥运广告翻译的目的。
最后本文得出结论:鉴于奥运广告是一种具有明显意图的特殊文体,尽管难免有些理论缺陷,关联理论仍可作为指导奥运广告分析与翻译的理想原则。
With the holding of the Beijing 2008 Olympics,more and more enterprises, domestic or international,come to realize that it is a great chance to promote their brands and products.In the process of enterprises' internationalization,Olympics advertisements play a very important role under the great context of Olympics. Therefore,it is of significance to analyze Olympics advertisements and translation. Based on the specialty of Olympics advertisements,and translation,this thesis attempts to analyze them from the perspective of Relevance Theory,which aims at improving the translating level of Olympics advertisements.
First of all,the thesis attempts to analyze the ostensive-inferential model, contextual effects and optimal relevance in the Olympics advertisements comprehension in order to explore the influence of information relevance on Olympics advertising effects.Secondly,the relevance-theoretic account of translation is discussed.Relevance theory sees the intra-lingual communication as one single ostensive-inferential process.Translation is so specicl as to be involved with inter-lingual and cross-cultural communication.Herse,as a special form of communication,translation consists of two ostensive-inrerential processes.Then the differences between Chinese and English Olympics advartisements are analyzed and the principles of Olympics advertisements translanion are brought forward: faithfulness,attractiveness,acceptability.Finally,It is suggested that three translation strategies can be adopted,literal translation,liberal translation,and adaptation.Through many examples,it can be proved that the translators can achieve the purpose of the Olympics advertisements translation by choosing the appropriate translating strategy.
At last,a conclusion is drawn that as the olympice advertisement is a very special text style with obvious intended purposes,Relevance Theory is the appropriate theory to guide Olympics advertisements analysis and translation in spite of its limitation.
引文
1.Bassnet,Susan & Lefevere,Andre ed.Translation,History & Culture[C],London:Printer Publishers,1990
2.Blakemore D.Understanding Utterances:An Introduction to Pragmatics[M],Oxford:Blackwell,1992
3.Cook,G.The Discourse of Advertising[M],London:Routledge,1992
4.Crook,J.On Covert Communication in Advertising[J],Journal of Pragmatics,2004,(36):715-738
5.Crystal,Edwin.Contemporary Translation Theories[M],Shanghai:Shanghai Foreign Language Education Press,2001
6.Dyer,G.Advertising as Communication[M],London:Methuen,1982.
7.Francisco Javier,Diaz Perez.Sperber and Wilson's Relevance Theory and its Applicability to Advertising Discourse:Evidence from British Press Advertisement [J],Atlantis,2000,ⅩⅩⅡ
8.Gutt,Ernst August.Translation and Relevance.Cognition and Context[M],Oxford:Basil Blackwell,1991
9.Hickey Leo.The Pragmatics of Translation[M],Shanghai:Shanghai Foreign Language Education Press,2001
10.Kleppner.Otto,Advertising Procedure,Englewood Cliffs[M],N.J.:Prentice-Hall,1896
11.Leech,G.N.English in Advertising:A Linguistic Study of Advertising in Great Britain[M],London:Longman,1966
12.Sperber,D.and Wilson,D.Relevance:Communication and Cognition[M],Foreign Language Teaching and Research Press & Blackwell Ltd.,2001
13.Tanaka,K.Advertising Language:A Pragmatic Approach to Advertisements in Brain and Japan[M],London and New York:Routledge,1994
14.Tanaka,K.The Pun in Advertising:A Pragmatic Approach[(?)],Lingua,1992:87,91-102
15.Verschueren Jef.Understanding Pragmatics[M],Beijing:Foreign Language Teaching and Research Press,2000
16.Vestergaard,T and Schroder,K.The Language of Advertising[M],Oxford:Blackwell,1985
17.陈培爱.广告学概论[M].北京:高等教育出版社,2004
18.陈先奎,孙钦美.从关联理论视角看商业广告的翻译[J].财经界(下半月),2007,(1):181-182
19.陈香.关联理论与广告效果[J].云梦学刊,2002,23(1):114-115
20.程能华,贺华光.广告信息传播[M].长沙:中南工业大学出版社,1999
21.崔刚.广告英语3000句[M].北京:北京理工大学出版社,1993
22.丁俊杰,康瑾.现代广告通论(第2版)[M].北京:中国传媒大学出版社,2006
23.方薇.现代英语广告教程[M].南京:南京大学出版社,1997
24.何兆熊.新编语用学概要[M].上海:上海外语教育出版社,2000
25.何自然.语用学概论[M].长沙:湖南教育出版社,1988
26.何自然.认知语用学——言语交际的认知研究[M].上海:上海外语教育出版社,2006
27.何自然,冉永平.语用与认知:关联理论研究[M].北京:外语教学与研究出版社,2001
28.缑瑞隆.广告语言心理[M].郑州:河南人民出版社,1997
29.黄国文.语篇分析的理论与实践——广告语篇研究[M].上海:上海外语教育出版社,2001
30.姜丽杰.关联理论在广告翻译中的应用[J].黑龙江科技信息,2007,(7):139,76
31.李占喜.关联与顺应:翻译过程研究[M].北京:科学出版社,2007
32.廖道政.广告传播技巧研究[M].长沙:国防科技大学出版社,2002
33.林乐滕.广告语言[M].济南:山东教育出版社,1992
34.刘宓庆.当代翻译理论[M].北京:中国对外翻译出版公司,1999
35.刘卫东.寻求广告翻译的最佳关联[J].广西大学梧州分校学报,2001,11(1):31-33
36.马永堂.广告英语教程[M].北京:经济管理出版社,2002
37.米切尔·舒德森.广告:艰难的说服[M].北京:华夏出版社,2003
38.苗杰.现代广告学[M].北京:中国人民大学出版社,2004
39.潘肖珏.体育广告策略[M].上海:复旦大学出版社,2004
40.潘泽宏.公益广告导论[M].北京:中国广播电视出版社,2001
41.舒咏平.广告传播学[M].武汉:武汉大学出版社,2006
42.王燕希.广告英语一本通[M].北京:对外经济贸易大学出版社,2004
43.吴建.应用广告学[M].成都:四川大学出版社,1999
44.谢文怡,刘云腾.广告英语[M].上海:上海交通大学出版社,1997
45.熊学亮.认知语用学概论[M].上海:上海外语教育出版社,1999
46.许均.当代美国翻译理论[M].武汉:湖北教育出版社,2000
47.曾立.广告翻译与认知语境[J].外语教学,2003,24(4):43-46
48.张基佩.广告创作与翻译[J].中国科技翻译,2003,16(2):41-43,40
49.张美芳.翻译研究的功能途径[M].上海:上海外语教育出版社,2005
50.张新红,何自然.语用翻译:语用学理论在翻译中的应用[J].现代外语,2001,(3):285-287
51.赵彦春.关联理论对翻译的解释力[J].现代外语,1999,(3):273-295
52.赵彦春.关联理论与翻译的本质——对翻译缺省问题的关联论解释[J].四川外语学院学报,2003,19(3):117-121