图式视角下的广告翻译  

Advertisement Translation from the Schema Theory Perspective

作　　者：范琳[1] 陈少康[1] 

机构地区：[1]西北农林科技大学外语系,陕西杨凌712100

出　　处：《杨凌职业技术学院学报》2010年第3期94-96,共3页Journal of Yangling Vocational & Technical College

摘　　要：图式理论是认知心理学家用来解释心理过程的一种理论。从图式理论的角度来理解,翻译是译者利用相关图式对源语解码,并将目的语再编码的一个图式转换的过程。文章从图式理论角度来探讨广告翻译。文章分析了目的语读者的图式与源语文本可能出现的三种关系——图式相符,图式冲突,和图式空缺,并提出译者只有充分了解目的语读者的认知图式,采用恰当的翻译策略,才能创作出优质的广告译文。Schema Theory is used by psychologists to interpret the psychological activity.From the view of schemata,the process of translating is the transformation of schemata,which involves the decoding of the source language and re-encoding of the target language.This paper aims to explore the advertisement translation from the perspective of Schema Theory.By analyzing the three types of relationship between the schemata of readers of translated text and source text： a）.equivalence in schemata;b）.conflicts between schemata,and c）.vacancy in schemata,this paper puts forward that,to produce an excellent translated version,the translator must know the readers＇ schemata enough and find the appropriate strategies.

关 键 词：图式 图式理论 广告翻译 

分 类 号：H315.9[语言文字—英语] J524.3[艺术—艺术设计]