从语篇功能看广告文体的英译  

作　　者：何法[1] 

机构地区：[1]广东食品药品职业学院

出　　处：《校园英语》2017年第27期184-185,共2页English On Campus

摘　　要：在语篇的视域下，从广告语言的特征出发，阐述了语篇功能与广告翻译的关系，并就如何实现英译广告语篇目标和功能分别从微观和宏观两个层面，具体从广告汉译英时翻译策略选择和合理构建认知语境方面进行研究。笔者认为为了更好地实现广告目标，广告英译应从语篇功能出发，以忠实于受众反应为准则，以交际翻译的翻译策略为主导，构建合理的认知语境，加强文化意识，强化交际意识和互文意识，成功实现语码转换，实现受众“认知-理解-说服-行动”的转变，最终实现广告目标。Under the vision of discourse,this paper expounds the characteristics of advertisement language and the interaction between discourse function and advertisement translation,analyzing how to achieve the objectives and function of advertisement from micro and macro level,based on the study of the translation samples in C-E translation process specially from the aspect of their translation strategies and the construction of cognitive context.In order to obtain better achievements of advertising,C-E translation of advertisement should be faith to readers'feeling,dominated by communicative translation strategies,based on a reasonable construction of cognitive context,with a functional approach to discourse function,to strengthen culture awareness,communication awareness and intertextuality awareness,aiming at code switching,and then make readers“Awareness-Comprehension-Conviction-Action”,and realize better achievements of advertising.

关 键 词：语篇功能 交际翻译 认知语境 英译广告翻译 

分 类 号：TP391.2[自动化与计算机技术—计算机应用技术]