理性广告翻译与感性广告翻译  

The Rational Advertising Translation and the Perceptual Advertising Translation

作　　者：贺凯达 李丽君 HE Kaida;LI Lijun(School of Foreign Studies,Nanjing University,Nanjing,Jiangsu 210023;School of Foreign Languages,Nanchang University,Nanchang,Jiangxi 330031;School of Foreign Languages,Hubei Engineering University,Xiaogan,Hubei 432000,China)

机构地区：[1]南京大学外国语学院,江苏南京210023 [2]南昌大学外国语学院,江西南昌330031 [3]湖北工程学院外国语学院,湖北孝感432000

出　　处：《江西师范大学学报（哲学社会科学版）》2020年第3期137-144,共8页Journal of Jiangxi Normal University(Philosophy and Social Sciences Edition)

摘　　要：根据广告的诉求方式,将广告翻译分为理性广告翻译和感性广告翻译,基于两种广告的心理加工机制,提出理性广告翻译应从诚信期待、区分期待和相关期待入手,凸显产品特点,而感性广告翻译应力图使广告译文与其他广告信息形成合力,塑造统一的典型产品使用者形象。两种广告翻译采用不同的翻译方法和评价方式,既可帮助译者做出翻译策略选择,亦能减少因为讨论广告类型不同而导致的译评分歧,助力广告翻译实践与翻译批评。Advertisement translations can be divided into the rational advertising translation and the perceptual advertising translation according to the advertising appeals.Based on the psychological persuasion mechanism of rational advertisements and perceptual advertisements,this paper proposes that the translation of rational advertisements should follow the following theorieshonest expectation,differentiated expectation and related expectation,in order to highlight the characteristics of the product.And the translation of perceptual advertisements should meet the consistency requirements between advertising translations and other advertising messages to create a unified image of a typical product user.

关 键 词：理性广告 感性广告 翻译 诉求方式 

分 类 号：H315.9[语言文字—英语]