文化图式观照下的英汉广告翻译

Transformation of Cultural Schema in Advertisement Translation

在图式理论框架下,英汉广告翻译的过程实质上是一种文化图式转换的过程,即将源语中的各种图式再现于目的语之中。英汉广告中存在的文化图式对应、冲突和缺省在翻译过程中处理是否得当,直接影响广告的传播效用。在进行广告翻译时,译者要熟知源语广告的文化内涵,还要跨越目的语文化障碍,灵活运用翻译技巧,合理转换受众头脑中的文化图式,从而实现广告的商业与文化价值。

Within the framework of schema theory, English-Chinese advertisement translation is a process of transformation of cultural schema, that is, the representation of various original schemas in the target language. In translation, the translator should transform skillfully with techniques the cultural schema so as to realize the commercial and cultural values of the ads.