论广告翻译中的语境顺应

On the Contextual Adaptation in Advertising Translation

根据顺应论,广告翻译的过程是一个不断进行语言选择的过程,其语言的选择具有变异性、协商性和顺应性。广告翻译中的顺应主要表现为语境顺应,包括语言语境顺应和交际语境顺应。广告译者应充分考虑翻译生态环境中的诸语境因素,采取"多维顺应"的翻译策略,从不同的角度来顺应消费者需求,从而取得预期的广告效果,实现广告主的交际意图。

According to the theory of adaptation,advertising translation consists of the continuous making of linguistic choices and this making of choices can be understood in terms of variability,negotiability and adaptability.The adaptation in advertising translation mainly refers to the contextual adaptation,including the linguistic contextual adaptation and the communicative contextual adaptation.The advertising translator should take into consideration the various kinds of context in the translational eco-environment,use the translation strategy of ＂multi-dimensional adaptation＂ and adapt to the consumers＇ needs from different dimensions,thus achieving the intended advertising effect and fulfilling the advertiser＇s communicative intention.