广告翻译研究新视角

Advertisement Translation Study from New Perspective

随着全球化经济的日益扩大,广告翻译的需求也日益增加。广告翻译就显得尤为重要。因此大量的广告翻译研究也成为了学者们的焦点,但大多教学者都是单一的从某方面来剖析广告翻译,而宏观理论或者说宏观的指导思想相对欠缺。广告翻译的特殊文本性决定了广告翻译的研究需站在更高角度,从宏观上来分析广告翻译。胡教授提出的生态翻译学理论正好应运而生,为当今的广告翻译指明了一条新的道路。生态翻译学理论强调了翻译研究的宏观性。他认为译者的翻译过程不是简单的对语言或文化等因素的翻译过程,而是对翻译生态环境的适应和选择的过程。此理论强调了翻译生态环境和译者的重要性。

With the increasing of globe economy, advertisement translation becomes more and more essential to China.In recent years, the scholars around the world have been making a great number of studies on the advertisement translation. However, most of the researches are undertaken with the focus on micro-level,such as language features, rhetorical devices and culture. Due to such special texts as advertisements, it should analyze all elements involved in the advertisement translation at a higher lev-el from macro-point of view. the theory of eco-translatology proposed by Hu Gengshen, a professor from Tsinghua University believes that translating is a process in which a translator makes his adaptation and selection with regarding of eco-environment. Eco-translatology deals with translation from macrolevel with great emphasizing on the translator ’s role.