从语用学角度看广告语翻译

Advertisement translation from the pragmatic perspective

随着国家间贸易往来的日益密切,中外商品的交易也日益频繁。广告作为影响商品销售的一个重要因素,其翻译的内容至关重要。尽管国内外对于广告语翻译的研究已有了一段时间,但从语用学角度研究广告翻译却比较少见。由于语用学主要用于研究语言的使用,对广告语,尤其是国内外的广告语翻译具有一定的指导意义,因此,本文从语用翻译学的角度出发,运用其中的一些理论如等效翻译理论和关联理论来对广告语的中英翻译进行相对细致的研究。

With the increasingly close trade contacts among countries, foreign trade has become increasingly frequent. Advertising is one of the important factors affecting the sale of goods, the essential contents of the translation is of great concern. Although there has been the study of advertising language translation, but the research from the angle of pragmatics is rare. Because pragmatics is mainly used in the study of language, has certain guiding significance to the advertising language, especialy the domestic and foreign advertising translation, therefore, this article from the perspective of pragmatic translation, using some theory, such as equivalence theory and relevance theory, research on advertising language translation, provide a reference in the translation and reference to the domestic and foreign advertising language.