广告仿拟语的图形突显与翻译  

The Prominence of Figure in a Parody Advertisement and Translation

作　　者：汪敏飞[1] 

机构地区：[1]韶关学院外国语学院,广东韶关512005

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2017年第2期130-133,共4页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：广东省哲学社会科学"十二五"规划2014年度学科共建项目:认知视阈下的英汉广告翻译研究(GD14XWW17)

摘　　要：我们在认知场中观察周围环境中某个物体时,通常会把这个物体作为知觉上突显的图形,而把环境作为背景。广告仿拟语中既成的、被模仿的经典语言通常是仿体语-背景,而模仿经典语言而生成的广告仿拟语是图形。仿拟在广告中可以分为三类:谐音仿拟、近音仿拟和语义仿拟。通常来说,广告中的谐音仿拟部分、近音仿拟部分和语义部分为图形,广告的其余部分则为背景。如果我们能了解仿拟语的语言特点,再结合图形-背景理论运用于广告仿拟语的翻译,就会使翻译工作起到事半功倍、意想不到的效果。Based on people＇ s perception field, the more prominent one is often singled out as Figure and the rest usually acts as the environment which is called Ground. The parodied language is Ground and the imitating language （ parody in advertisement） is Figure. Parody in advertisements can be divided into three types： homophony parody, similar sound parody and semantic parody. Usually, a homophony parody, a similar sound parody or a semantic parody in an advertisement is figure; the rest part in the advertisement is Ground. If we base on the Figure-Ground theory and acquaint the characteristics of parody in parody advertisement translation, we can make the translation work unexpected results with half of the effort.

关 键 词：图形-背景理论 图形 背景 仿拟语 

分 类 号：H159[语言文字—汉语]