广告翻译中的语用失误及其对策探析

随着经济全球化的发展与我国改革开放的深入,作为语言转换和文化交流的特殊方式,广告翻译在当今的商品经济中无所不在,也越来越影响着人们的生活。语用失误本身对跨文化交际活动的限制,即语言使用习惯、文化背景、思维方式、社会习俗、价值观念等各方面的差异性,加之广告特有的文体特点,均使广告翻译难以正确把握,进一步导致了广告互译中语用失误的频繁出现。文章结合语言语用失误和社交语用失误的表现特征,总结分析了广告翻译实践中五种常见的语用失误及其产生原因,相应提出了五种较为可行有效的翻译方法。

With the further development of economic globalization and the deepening of China’s reform and opening-up,as a special way of language conversion and cultural exchange,advertising translation is ubiquitous in today’s commodity economy and affects people’s life significantly.The limitation of pragmatic failure itself on cross-cultural communication activities,that is,the differences in language use habits,cultural background,mode of thinking,social customs,values and other aspects,coupled with the unique stylistic characteristics of advertising,make it difficult to correctly grasp advertising translation,which further leads to the frequent occurrence of pragmatic failure in advertising translation.Combined with the performance characteristics of linguistic pragmatic failure and social pragmatic failure,this paper summarizes and analyzes five common pragmatic failures in advertising translation practice and their causes,and puts forward five feasible and effective translation methods.