摘要
广告是以商业价值为旨归的特殊实用文体,中英广告"以文谋钱"这一特殊文体"文"却有别。"文"之内部文化特色标记,外部风格表征和文字符号布局并不完全相同,虽能收到"殊途同归"之效——"谋钱",却为广告翻译设置了隔阂。而"文"之区别恰为广告译者主体性的介入提供了有效的参数,要求译者转换语篇思维、权威观念、行文风格、文化心理视点,增强译文的诱导功能,实现商业价值。
Advertising writing copy is a special practical genre that is directed at commercial profit.The big differences between Chinese and English ads constitute obstacles for advertising translation,which call for the intervention of translators＇ subjectivity in the translating,i.e.shift of perspective within the two advertising language and culture systems.To illustrate,the translators should make adaptations in terms of advertising thinking mode,authority orientation,diction style,and consumer mentality to achieve commercial value.
出处
《怀化学院学报》
2009年第12期123-126,共4页
Journal of Huaihua University
基金
国家社科基金项目"译者主体论"研究成果
项目编号:07BYY010
关键词
广告
对比
视点转换
翻译
译者主体性
介入
advertising
contrast
shift of perspective
translation
translator s subjectivity
intervention
