广告交际特征与广告翻译  

Ad Translation: A Perspective Based on an Analysis of the Characteristics of Ad Communication

作　　者：曾立[1] 

机构地区：[1]株洲工学院外语系,湖南株洲412008

出　　处：《株洲工学院学报》2006年第1期5-8,共4页Journal of Zhuzhou Institute of Technology

基　　金：湖南省教育厅基金资助项目(04C724)

摘　　要：分析了广告交际在广告社会功能直接或间接影响下形成的不同于它种文体的种种交际特征,然后围绕广告翻译标准与广告的“可译性”和“必译性”问题探讨了广告交际特征对广告翻译的巨大影响,认为广告翻译有不同于它种翻译的特殊性,宜采用受众“理解”、“接受”与“反应”三等效的翻译标准。An attempt is tried in this paper to approach ad translation in the light of communication. The author first analyses the various characteristics of ad communication, shaped directly or indirectly by the social functions of advertising. A discussion follows on the great influence of these characteristics over ad translation, focusing on the criterion, the translatabihty and the necessity of ad translation. The paper concludes that ad translation has its specific characteristics compared with other types of translation, that the acceptable translation criterion should be that of equivalence in addressees＇ understanding, reception and response, and that the answers to whether ad translation is necessary and translatable will vary with ad types.

关 键 词：广告交际 广告翻译 翻译标准 可译性 必译性 

分 类 号：J524.3[艺术—艺术设计] H059[语言文字—语言学]