交际翻译视角下的广告翻译探究

A Study of Advertisement Translation from the Perspective of Communicative Translation

广告作为一种传播媒介,影响着产品的宣传效果以及品牌文化的构建。在经济全球化的背景下,商品要想达到良好的传播效果,无疑离不开广告翻译。本文从纽马克交际翻译理论的视角出发,从增译、减译、套译、创译四个层面对广告翻译的方法进行了探究,借以指出译者在广告翻译的过程中不能拘泥于原文的内容和形式,而应保持译文的通顺流畅,灵活地采取多种翻译方法使译文读者感受到宣传效果和原文读者相同。

As a kind of communication medium, advertisement influences the effect of product promotion and the construction of brand. In the context of economic globalization, there is no doubt that advertisement translation is indispensable for goods to achieve good communication effect. From the perspective of Newmark’s communicative translation theory, this paper explores the methods of advertisement translation from four levels: addition, omission, adaptation and recreation, so as to point out that, in the process of advertisement translation, the translator should not stick to the content and form of the original text, but should keep the translation smooth and fluent, and flexibly adopt various translation methods to make the readers of the translation feel the same publicity effect as the readers of the original text.