功能目的论视角下商业广告语篇翻译研究  

Commercial Advertising Discourse Translation from the Perspective of Skopostheorie

作　　者：张倩[1] 

机构地区：[1]浙江工商大学外国语学院,浙江杭州310018

出　　处：《牡丹江教育学院学报》2014年第4期32-33,共2页Journal of Mudanjiang College of Education

摘　　要：广告语篇是典型的信息型和号召型/祈使型文本,兼具信息传递和劝说消费者的功能,因此广告翻译要兼顾这两大功能,以实现广告译文的预期目的。功能目的论为广告译文实现这一目的提供了可行途径。译者在广告翻译中通过补充说明、删节、改写和文化意象转换等手段,可实现广告在译语环境中推销产品或服务、劝说消费者购买的最终目的。故功能目的论视角下的广告翻译研究,不仅有助于人们在理论上了解商业广告翻译的运作机制,对广告翻译实践也有一定的指导作用。Advertising discourse aims to distribute messages and persuade customers into purchasing products .Therefore ,the translation of advertising discourse should realize the two aims at the same time .Based on Vermeer’s Skopostheorie ,this paper presents how advertising discourse translation can achieve the goals of message -distribution and persuasion through various translating techniques .Typi-cal cases illustrated in this paper can promote people ’s understanding of Skopostheorie and advertising translation both in theory and practice .

关 键 词：功能目的论 广告语篇功能 广告翻译 

分 类 号：H315.9[语言文字—英语]