认知原型视角下广告的文化预设与翻译研究

Cultural Presupposition and Translation in Advertisements from the Perspective of Cognitive Prototype Theory

广告中的文化预设是广告创作者自觉或不自觉的行为,是被省略了的交际双方共知的信息,具有特定的文化内涵。在交际过程中表现出语境合适性、经验性和无形性的特点,其本质是一个认知过程,因语境、文化差异等原因呈现出不同的范畴原型。当读者头脑中的认知原型与广告中文化预设的信息相符合时,广告的理解会变得容易,反之,则会造成理解的障碍。有时广告会利用特殊语境的干预,造成理解的暂时性困惑,引发幽默。在翻译过程中,译者宜采取文化适应、嫁接情感意义及彰显译语文化特色的策略,创作理想的译文,实现文化营销的最终目的。

An advertisement is a combination of business and culture. The cultural presupposition is the conscious or unconscious behavior of copywriters. With the features of contextual suitability,empiricism and invisibility,cultural presupposition is the information shared but omitted in communication,which has special cultural connotations. In essence,it is a cognitive process showing different prototypes in different contexts and cultures. When the cognitive prototype in the reader’s mind matches the information of cultural presupposition in advertising discourse,the understanding of advertising will become easy. Otherwise,it may cause obstacles to understanding. Sometimes the intervention of special context is used in advertising to cause the temporary confusion of understanding and humor is triggered. In the process of translation,translators should adopt strategies of cultural adaptation,grafting emotional meaning and highlight of the cultural characteristics of the target language to create the ideal translation and achieve the ultimate goal of cultural marketing.