目的论视角下商业广告语语音转喻的翻译研究  

A Research on Translation of Advertisement Metaphor from the Skopos Theory

作　　者：郑伟 吴佳峰 Zheng Wei;Wu Jiafeng(Changzhou University,Changzhou,213164;Qingdao Huanghai University,Qingdao,266427)

机构地区：[1]常州大学,常州213164 [2]青岛黄海学院,青岛266427

出　　处：《语言与文化研究》2022年第4期146-148,共3页Language and Culture Research

基　　金：山东省“传统文化与经济社会发展”专项课题研究(项目标号:L2021C10290255)资助项目。

摘　　要：广告语最直接的目的是宣传推介自身产品,赢得消费者关注,从而促进产品销售。广告语作为一种商业宣传语,是商业活动中商家进行促销获得利润的最直接的方式和途径之一。随着中外交流的加深及旅游业的发展,越来越多的国外游客到中国旅游,从而促进了餐饮业、服务业等的发展。语音转喻作为一种认知方式,在广告语,尤其是商业广告语中的应用越来越广泛,产生的经济价值和社会效果也越来越凸显。鉴于汉语语言的复杂性,商业广告语的翻译成为翻译的一大难点。本文将从目的论的视角出发,探讨语音转喻在商业广告语中的翻译,以期总结归纳出合适的翻译方法为此类翻译提供借鉴和参考。The direct purpose of the slogan is to introduce its own products,win consumer attention,and thereby promote product sales.Store name,as a commercial slogan,is one of the most direct ways to make a profit in business activities.With the deepening of China-foreign exchanges and the development of the tourism industry,more and more foreign tourists are traveling to China,thereby promoting the development of the catering and service industries.Phonetic metonymy,as a cognitive method,has become more and more widely used in advertising slogans,especially in storefront advertising slogans,and its economic value and social effects have become increasingly prominent.In view of the complexity of the Chinese language,the translation of advertisements has become a major difficulty in translation.From the Skopos theory,this article explores the translation of phonetic metonymy in advertisements,with a view to summarizing and inducing appropriate translation methods to provide reference and reference for such translations.

关 键 词：目的论 语音转喻 商业广告语 翻译 

分 类 号：H31[语言文字—英语]