广告英汉翻译中的语言结构顺应——从语言顺应理论的角度研究

Language Structural Adaptation in Ad E-C Translation:From the Perspective of Linguistic Adaptation Theory

以Verschueren的语言顺应理论为基础,探讨英文广告汉译时语言结构顺应问题,从顺应理论的角度论述了英文广告独有的特点,并举例论证翻译时应对语言、语码和语体以及语言构建成分的选择进行顺应。认为广告英汉翻译者应培养翻译中的语言顺应意识,并指出用语言的顺应理论来指导英文广告汉译,能够在翻译过程中充分保留英文广告原有的功能,从而使得广告能够更好地实现其商业效用和目的。

On the basis of Verschueren＇s Linguistic Adaptation Theory, the paper explores the issue about language structural adaptation in E-C translation of advertisements. In accordance with distinct features of English ads, corresponding examples are offered to demonstrate that it is of great necessity for ads translators to adapt to the linguistic choices of languages, language codes and genres as well as language constructing components when translating. The author holds that advertisement E-C translators are supposed to develop the awareness of adaptation and be guided by the Linguistic Adaptation Theory in translation in order to completely retain the original functions of English advertisements. In this way, advertisements can better fulfill their business effectiveness and objectives.