广告用语的框架结构及翻译  

Frame Structure and Translation of Advertising Language

作　　者：谢梦[1] 

机构地区：[1]湖南涉外经济学院,长沙410205

出　　处：《黑龙江教育学院学报》2017年第10期127-129,共3页Journal of Heilongjiang College of Education

基　　金：2016年湖南省教育厅科学研究项目"认知视角下商业广告语言的动态语用研究"成果(湘教通[2016]395号)

摘　　要：任何一个语言表达式或概念都可激活一个或多个框架,框架的界定有助于更好地了解这个世界。广告充斥于世界的各个角落,广告用语的理解是框架结构的直观反映。基于此,首先对框架进行定义,提出框架的四大特征,论述广告用语激活的多个框架结构,提出广告用语翻译的三种可行性模式,以期实现认知语言学与广告翻译二者的有效结合。Any language expression or concept can activate one or more frames, and the definition of the framework helps to understand the world better. Advertising exists in every comer of the world, and the understanding of advertising language is the direct reflection of the framework. This paper first defines the framework, puts forward its four characteristics, discusses the multiple frame structures activated by advertising language, and proposes three feasible modes of advertising translation in order to realize the effective combination of cognitive linguistics and translation of advertisement.

关 键 词：框架 广告用语 翻译模式 

分 类 号：H059[语言文字—语言学]