归化与异化在广告词翻译中的辩证统一

The Dialectical Unity of Foreignization and Domestication in Translating Advertisements

归化和异化作为两种常用的翻译手段似矛盾般对立存在。二者究竟该如何取舍一直为翻译界所争论。然而,在强调这个矛盾的对立面时,其统一的本质也不应被忽视。归化和异化的辩证统一性在广告词的翻译中较为突出。广告词的翻译要以广告的目的和效果为前提,适度选择归化或异化。只有遵循适度原则才能使商品在异国畅销的同时,也能兼顾文化传播交流的目的。

Domestication and foreignization as two commonly used translation methods seem to be contradictory to each other.Which one is better than the other has arisen a heated discussion in the field of translation. However, when the translators empha- size the importance of the conflicts, they should not neglect the unity between them. The Dialectical unity of foreignization and do- mestication is obvious in the translation of advertisements. The translation of advertisements should be based on the purpose and effect of advertisements, so the translators should appropriately select which method is better. Only by obeying the principle of appropriateness can we assure the commodity be sold out in another country, and at the same time reach the purpose of culture transmission