广告翻译中的语用等效与失效  

On Pragmatic Equivalence and Failure in Advertisement Translation

作　　者：张爽[1] 解秀琴[1] 

机构地区：[1]西南交通大学外国语学院,四川成都610031

出　　处：《河北理工大学学报（社会科学版）》2010年第1期142-145,共4页Journal of Hebei Polytechnic University:Social Science Edition

摘　　要：广告翻译作为一种跨语言、跨文化的交际活动,必然涉及到语言和文化的转换。分别从语用语言和社交语用角度分析了广告翻译中的等效与失效,重点阐述了言语行为理论和语境对广告翻译的影响,认为广告翻译中应该优先遵循语用等效原则,这样才能正确传达语用意图,使译文读者与原文读者具有相同的效果。Advertisement translation is a cross-linguistic and cross-cultural communication and the whole process of it concerns with the transfer of languages and cultures.This paper explores pragmatic equivalence and failure in advertisement translation from pragmalinguistic aspect and sociopragmatic aspect,and emphasizes the influence of Speech Act Theory and context on advertisement translation.Pragmatic equivalence principle should be accomplished preferably to transmit illocutionary intention in the most proper way and make readers of translation have the same feelings or reactions as the original readers have.

关 键 词：广告翻译 语用 语境 等效 失效 

分 类 号：H315.9[语言文字—英语]