关联论视角下广告中的视觉隐喻及翻译研究  

Translation Study on Visual Metaphors in Advertisements From the Perspective of Relevance Theory

作　　者：赵建慧 ZHAO Jian-hui(Shanxi Vocational University of Engineering Science and Technology,Jinzhong 030619,China)

机构地区：[1]山西工程科技职业大学外国语学院,山西晋中030619

出　　处：《哈尔滨学院学报》2024年第5期87-91,共5页Journal of Harbin University

基　　金：国家社会科学基金项目,项目编号:21BSS050。

摘　　要：数字化时代的广告中视觉隐喻成为广告的主体,对于视觉隐喻的翻译不能局限于以语言符号为主的语内和语际翻译。文章结合关联翻译理论,聚焦广告中的视觉隐喻,即语言与非语言符号之间以及非语言符号之间的转换,探讨视觉隐喻的生成机制和表征类型,进而从保留隐喻意象和阐释隐喻意象的角度分析广告中视觉隐喻的翻译策略,以提高跨文化传播能力。Visual metaphors in advertisements in the digital era have become the main body of advertisements.The translation of visual metaphors cannot be limited to intralingual and interlingual translation based on language symbols.In combination with the relevance translation theory,this paper focuses on visual metaphors in advertisements,namely the conversion between language and non-verbal symbols and between non-verbal symbols,and explores the generation mechanism and representation types of visual metaphors.Then,from the perspective of retaining and interpreting metaphorical images,this paper analyzes the translation strategies of visual metaphors in advertisements to improve cross-cultural communication ability.

关 键 词：关联论 多模态 视觉隐喻 隐喻意象 

分 类 号：H315.9[语言文字—英语]