从顺应论看广告翻译

On Advertisement Translation from Adaptation Theory

作为现代商业社会的重要特征之一,广告已经渗透到社会生活的各个领域,影响着人们的生活。广告作为一种特殊文体,有其自身的语言特征和功能,这就导致了广告翻译的特殊性,在翻译的过程中须遵循一定的规律,既要考虑到源语与目的语之间的语言差异,同时也要考虑到文化,社会等其他因素,以便实现广告的最终的商业目的。该文以顺应论为理论框架,从心理语境、社交世界、物理世界的顺应等角度加以分析,指出广告翻译也是一个不断选择与顺应的过程,对影响广告翻译的因素进行了探讨。

As one of the most important features in modern commercial society,advertisement has penetrated into every field of social life and is closely related to people's life.As a special style,advertisement has its own language features and functions,which leads to the particu larity in advertisement translation.We should follow certain laws in the process of translation not only paying attention to the differences be tween source language and target language but also to other factors such as culture and society.The paper bases the adaptation theory as the theoretical framework and points out that the advertisement translation is also a process of continuous selection and adaptation and discusses the factors impacting advertisement translation from angles of adaptation to physical,social,mental world and linguistic context.