三维转换视角下的中国食品广告外宣翻译策略研究

Study on the Translation Strategies of Chinese Food Advertising Publicity from the Perspective of Three-dimensional Transformation

食品广告外宣作为一种特殊的应用语言形式和必不可少的对外宣传媒介,在食品国际贸易中起到至关重要的作用。广告外宣效果直接影响商品的整体销量和经济效益。以生态翻译学中的翻译适应选择理论为视域,从语言、文化、交际三个维度研究广告外宣策略,通过对比分析几则国内经典食品广告外宣案例,探讨广告外宣中译者的三维转换,为食品广告外宣策略开辟了全新的理论视角,对提高食品广告外宣水平有一定的现实意义。

As a special form of applied language and a necessary advertising medium,international publicity plays a crucial role.The effect of advertising publicity has a direct impact on the overall sales and economic benefits of commodities.From the perspective of translation adaptation and selection theory in eco-translatology,this paper studies advertising publicity strategies from three dimensions:language,culture and communication.Through comparative analysis of several domestic classical cases of food advertising publicity,it explores the three-dimensional transformation of translators in advertising publicity,which opens up a new theoretical perspective for food advertising publicity strategies and has certain practical significance for improving the level of food advertising publicity.