摘要
网购的蓬勃发展离不开电子屏幕文本的推介作用。国内外对多模态文本研究已取得可喜成就,但从应用翻译视角探索多模态网购商品推介外译的研究还不多见。采用经验归纳与理论阐释、定性分析与量化研究相结合的研究方法,在目的—顺应理论框架下探讨多模态网购推介翻译的"实化"策略。在对比分析中英网购女裙推介的多模态文本特征及各模态之互参关系基础上,将实化策略原则及若干辅助性准则运用到翻译实践中,并对该策略的效度进行了实证研究。
Muhimodal texts have been studied both at home and abroad, but little attention has been paid to the translation of multimodal online promotions that play an important role in online shopping. By in- tegrating empiric induction, theoretic explanation and qualitative with quantitative research methods, thispaper discusses the strategic Principle of Manifestation previously proposed in the theoretic framework of Sko- pos-adaptation. Based on the analysis of the textual features and their interplays of multimodal texts, the au- thors applied the Manifestation principle and its auxiliary norms to the translation of skirt promotions on Taobao, and validated their effectiveness through questionnaires.
作者
王俊超
曾利沙
WANG Junchao ZENG Lisha(Editorial Department, Journal of Gnangclong University of Foreign Studies Translation Studies Research Center, Guangdong University of Foreign Studies, Guangzhou 510420, China)
出处
《广东外语外贸大学学报》
2016年第6期12-19,共8页
Journal of Guangdong University of Foreign Studies
基金
国家社会科学基金项目“体验-建构融通式笔译教学创新模式”(13BYY088)
广东省普通高校人文社科项目“应用翻译学理论范畴拓展及其应用研究”(2012WYXM-0027)
关键词
网购商品
推介外译
多模态文本
应用译论范畴体系
实化策略
muhimodalonline promotions
pragmatic translation
theoretic categorical system
mani-festation principle
empirical study
