重写在广告翻译中的作用

The Role of Adaptation in Advertisement Translation

关联理论的翻译观认为翻译是一种涉及到原文作者、译者和译文读者三方的交际活动。广告作为一种以劝说、呼唤功能为主的操作型文本,其翻译应该更注重文化交流中的功能对等。研究表明:广告翻译中的语言语用失误和社会语用失误皆与源语、译语文本之间的直译有关,而重写是避免各类语用翻译失误的有效策略。

Relevance theory observes translation as a communicative activity involving the writer of the original text, translator and the reader of the target text. Advertisement, posed mainly to perform the two functions of informing and persuading, more on functional equivalence in cross-cultural communicating activities. as an operational text comits translation should focus The study shows that both the pragmalinguistic and the sociopragmatic failures in translating advertisements are closely related to literal translation between the source and the target languages. Adaptation as a translating strategy can help to avoid such kind of pragmatic failures.