体裁社会目的的实现与翻译策略的选择——从Halliday的功能语言观谈仿拟广告的翻译策略和广告套译法  

A Discussion of the Genre’s Social Purpose and the Translation Strategy Choice of the Interpersonal Metafunction Oriented Pun Advertisements from the Perspective of Halliday’s Functional Approach

作　　者：李国庆[1] 

机构地区：[1]暨南大学,广州510630

出　　处：《外语学刊》2009年第5期133-136,共4页Foreign Language Research

摘　　要：本文以Halliday的功能语言观为理论框架,就广告翻译的两个问题进行了分析和探讨。一是以人际元功能为主要倾向的仿拟广告的翻译策略选择,二是如何套用仿拟修辞格对广告进行翻译。本文认为,由于广告独特的体裁目的和社会目的,译文的评价标准应放在文化语境层面,只要能获得文化语境层面的对等,具有同样强度的语境效果,就是好译文;就翻译策略而言,方法应灵活多样,只要能帮助实现译文广告的体裁目的,就是好的翻译策略和好的翻译方法。This paper mainly deals with the following two problems. One is concenned about how to translate the parady advertisements, and the other about how to translate the interpersonal oriented advertisements with the help of the parady translation strategy. The research takes Halliday＇ s functional grammar as the theoretical framework. The paper attempts to prove the hypothesis that the equavalence criterion between the source-language text and the target-language text of the interpersonally oriented advertisements is supposed to lie on the level of the context of the culture, which helps justify the flexible translation strategies of the interpersonally oriented advertisement genre.

关 键 词：文化语境 体裁目的 人际元功能为主要倾向的广告体裁 仿拟广告语篇 套译法 

分 类 号：H315.9[语言文字—英语]