文化框架与广告词翻译策略

Cultural Frames and Translation Strategies of Advertisement Slogans

广告词的翻译在商品出口和国际市场销售中起着重要作用。广告以商品推销为目的,因此广告词的翻译不仅仅是语言的转换问题,更重要的是需要符合目的文化的消费者心理并得到目的文化的认同和接纳。文章从框架语义学的角度进行探索,认为广告词的翻译应以文化框架为依据,翻译中应注意运用三种策略:框架对应、框架调整和框架置换。

Translation of advertisement slogans plays an important role in merchandise export and international marketing. Since advertisement aims at merchandise sale promotion, the translation of advertisement slogans is not just a problem of language transfer, but also a problem of consistence with the consumer psychology, and identifica- tion and acceptance in the target culture. In the perspective of Frame Semantics, this paper suggests that translation of advertisement slogans should be based on cultural frames, and that the following three translation strategies should be taken into consideration： frame correspondence, frame adjustment and frame replacement.