广告翻译中语用等效问题

Discussion on Pragmatic Equivalence in the Translation of Advertisements

广告作为一种应用语言,是当今社会广泛使用的交流媒介。从语用学角度出发,分别论述了广告语言的特点、广告翻译的语用等效及文化因素对广告翻译的影响问题,对语用学理论应用于广告翻译的实践做深入探讨,有一定的现实意义。

Advertisement, being a manifestation of language in action, is a widely used medium of communication in modem society. This paper attempts to explain, from the angle of pragmatics, the characteristics of advertising language, the notions of pragmatic equivalence in advertisement translation, as well as the influence of cultural factors on advertisement translation. The analysis should help to illustrate how the theoretical insights of pragmatics could inform the practice of advertisement translation.