回归广告翻译本原及其应用

Returning to the Originality of Advertisement Translation and its Applications

广告翻译研究在近20年内迅猛发展,据不完全统计,在全国正规刊物上发表的关于广告翻译的研究论文有数千余篇。研究者们从诸多视角对广告翻译进行了分析,如功能对等理论、关联理论、跨文化交际、目的论、顺应论、模因论等等。但上述多是从翻译理论的角度或与翻译理论相关的跨学科角度所进行的广告翻译研究。本文拟就回归广告翻译的本原,即从广告学的角度,试以广告学来指导广告翻译,并就将来的广告翻译事业的发展及人才培养提出一点建议。

Researches on advertisement translation have undergone great development in recent 20 years.Incomplete statistics shows that thousands of relevant research papers have been formally published.Researchers deal with advertisement translation from various perspectives,such as equivalence theory,relevance theory,cross-cultural communication,skopos theory,adaptation theory,memetics,so on.However,most researches mentioned above are carried out from translation theories or interdisciplinary theories.This article proposes returning to the originality of advertisement translation,that is,advertising guides the advertisement translation.It is hoped to shed some lights on the future development of advertisement translation and personnel training.