广告翻译与认知语境  

Advertising Translation and Cognitive Environment

作　　者：曾立[1] 

机构地区：[1]株洲工学院外语系,湖南株洲412008

出　　处：《外语教学》2003年第4期43-46,共4页Foreign Language Education

摘　　要：成功的交际意味着说话人使其新信息与听话人认知语境中的原有信息相互作用 ,从而改变其认知语境。为了成功影响听话人的认知语境 ,说话人必须首先对它进行估量。在广告交际中 ,目标受众的态度对交际乃至整个广告运作的成败具有决定作用 ,广告人特别关注目标受众认知语境及其估量 ,因为它们对广告的接受、理解和反应情况具有极大的影响。在进行广告翻译时 ,由于对应的认知语境发生变化 ,译作很难在接受。A successful communication means that the communicator will cause his new information to be interacted with the information already in the addressee's cognitive environment, thus altering the latter's cognitive environment. In order to succeed in having an effect on this cognitive environment, it is necessary for the communicator to assess it first. In advertising communication, the attitude of the target addressees is decisive to the success or failure of the campaign as well as the communication; therefore, superior importance is attached to the target addressees' cognitive environment and its assessment, which play a great role in how well the advertisement will be received, comprehended and responded to. Since translating a copy involves a change in the target addressees' cognitive environment, the translation cannot, in most cases, achieve the same reception, comprehension and response as the original one.

关 键 词：广告 关联理论 认知语境 等效翻译 

分 类 号：H059[语言文字—语言学]