基于广告传播视角的校训翻译研究——兼谈江西师范大学校训的翻译

On the Translation of School Mottos from the Perspective of Advertisement Communication——Concurrent Comment on the Translation of the School Motto of Jiangxi Normal University

近年来,随着中国高校对外交流的日益频繁,高校校训的翻译受到了越来越多的关注。然而,由于校训翻译研究相对滞后,中国校训翻译中亟待解决的问题愈来愈明显。其主要原因是译者对校训文本的类型、校训翻译的功能及目的认识不够,如果从广告传播视角出发,灵活采用广告翻译策略,应该能够较好地解决这个问题。结合江西师大的校训进行翻译说明,以期探索校训翻译的一条新途径。

In recent years, thanks to the increasingly communications between Chinese universities and their overseas counterparts, the study on the translation of school mottos are paid more and more attention. Because the study on the translation of school mottos relatively lag behind some improper or inaccurate interpretations occurred deserve adequate attention. After a deliberate analysis of the key factors such as the text type of school motto and its function which are often neglected, this article puts forward a feasible angle advertisement eommunication and translation strategy to tackle with school motto translation. Meanwhile, a possible version of the school motto of Jiangxi Normal Univer- sity is given to illustrate the feasibility of this method.