解读国际知名品牌广告翻译的本土化策略  

An Analysis of Localized Advertisements Translation of Globally Reputable Brands

作　　者：王薇 Wang Wei(Nanjing University of Technoiogy, College of Foreign Languages, Jiangsu Nanjing 211816)

机构地区：[1]南京工业大学外国语言文学学院,江苏南京211816

出　　处：《对外经贸》2018年第8期149-152,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：南京工业大学教师发展基金项目(项目编号:39216696)阶段性成果之一

摘　　要：广告是品牌和消费者之间的交际过程,广告成功与否关键看能否抓住消费者的认知心理。为了加速抢占国际市场,国际品牌采用广告翻译的本土化策略来弥合文化差异,吸引目标消费者。其成功的案例可为我国企业商业广告的翻译带来有益的启示。在广告翻译的语言层面,Sperber和Wilson提出的探索交际与认知的关联理论、其语境效果和最佳关联性等原则,具体诠释了国际知名品牌广告翻译的本土化策略。广告翻译的本土化使消费者不需要花费太多努力就能准确理解广告信息,快速建立关联,从而实现最佳语境效果。从广告营销专业的角度看,广告翻译成功的核心是广告内容与消费者需求相关联,而广告翻译的本土化策略有助于在广告宣传焦点和消费者需求之间建立关联。Advertising is a form of communication between brands and target consumers. Thus,the determinant of advertising success is consumers＇ cognition. To efficiently capture more market share in China,globally famous brands leverage localized translation of advertisements to reduce cultural differences and attract target consumers. The cases could provide benefits for Chinese international trading companies. The Relevance Theory,put forward by Sperber Wilson,is a theory on the science of communication and cognition. The contextual effects and optimal relevance of Relevance Theory could provide rationale for the strategy of localized translation of advertisements. With localized translation of advertisements,consumers could easily understand the selling points,build up relevance,and achieve optimal contextual effects. Moreover,from the perspective of advertising and marketing,an essential factor of advertising effectiveness is the relevance between the content of advertisements and consumer needs,which could be achieved by the strategy of localized translation of advertisements.

关 键 词：广告翻译 关联理论 翻译本土化 语境效果 最佳关联性 

分 类 号：H159[语言文字—汉语]