顺应论视角下商业广告语翻译的归化与异化

Domestication and Foreignization in the Translation of Commercial Advertisements from the Perspective of Adaptation Theory

商业广告的主要目的是提升产品的知名度,促进销售。广告翻译的好坏,直接影响到产品的宣传和销售效果,因此,研究商业广告语翻译有着重要的现实意义。本文试图用顺应论分析商业广告语翻译的归化与异化现象,进而为商业广告语的翻译技巧与策略带来一些启发。

The main purpose of commercial advertising is to promote product awareness and sales. The translation of com mercial advertisements will have a great effect on the publicity and sales effectiveness. Therefore, the study of advertise ment translation is of realistic significance. This article tries to analyze domestication and foreignization in the translation of commercial advertisements from the perspective of adaptation theory so as to bring inspirations for translating commer cial advertisements.