以概念和人际元功能为导向的商业广告翻译策略  

Translation Strategies of the Commercial Advertisement:from the Perspective of Ideational and Interpersonal Metafunctions

作　　者：李静[1] 

机构地区：[1]广东财经大学,广州510320

出　　处：《外语学刊》2015年第2期98-101,共4页Foreign Language Research

摘　　要：本文以Halliday的功能语言观为理论框架,把商业广告进一步分为以概念元功能为导向和以人际元功能为导向的商业广告语篇,从语篇的体裁目的层面分析商业广告的翻译对等问题,探讨广告语篇体裁与最佳翻译策略选择之间的动态关系。提出商业广告的翻译等值评价应放到社会语境这个宏观层面上去考虑,译文只要能够完成商业广告的社会目的——吸引公众注意力和目光,达到一定的宣传效果——就是好译文。With Halliday＇s Systemic Functional Grammar as the theoretical framework,this paper categorizes the collected commercial advertisements as the ideational-metafunction oriented advertisements and the interpersonal-metafunction oriented advertisements,and discusses the dynamic relationship between the genres and the optimum choice of translation strategies. In translating the commercial advertisement from the source language to the target language,the criterion of equivalence should be located on the level of context of culture,which takes the achievement of equivalent social purpose between the source text and translation work as the ultimate criterion for evaluating the translation work. As long as the social purpose can be achieved,any kind of translation methods can be adopted.

关 键 词：社会目的 概念元功能 人际元功能 商业广告 翻译策略 

分 类 号：H315.9[语言文字—英语]