论商业图文广告语的创意性译创——兼论商务英语专业学生译创能力的培养

On originality-motivated trans-creation of graphic business advertising:A means of facilitating development of business English majors'ability in trans-creation

本文阐释了商业图文广告“创意性译创”的教学理论与方法,指出创意性译创体现在图与文的再现意义、交互意义、构图意义的重构。文章认为,商务广告翻译是商务英语专业学生翻译能力的重要内容之一,其能力的培养不应囿于纯语言广告的翻译,而应拓展到图文广告范畴;翻译教学重点应力求凸显图文关系以及广告产品性能或服务特色等,从概念、图像、象征符号,字形、颜色、版面设计等视觉元素上对图文广告进行多模态的创意性译创。

This paper elaborates the teaching of translating theories and methods of originaliy-based trans-creation of graphic business advertising(GBA),which requires reconstruction of representational,interactive and compositional meanings.It holds that teaching translation of GBA is one of the significant aspects of enhancing the business English majors'capabilities which should be extended to dealing with the genre of GBA rather than limiting it to pure linguistic advertising slogans.It suggests that the teaching should focus on the prominence of the relations between words and images,product property and feature services,and that the students'relevant ability is to be demonstrated by using multimodal means with aesthetic visuals such as concepts,images,symbolical signs,fonts,color,layout and printing designs.