切斯特曼翻译伦理模式观照下的英汉广告翻译策略与原则  

Strategies and Principles of English-Chinese Advertising Translation from the Perspective of Chesterman’s Ethical Model of Translation

作　　者：廖俊恒 

机构地区：[1]西安工程大学,陕西 西安

出　　处：《现代语言学》2022年第11期2706-2712,共7页Modern Linguistics

摘　　要：随着经济全球化浪潮持续推进,广告作为中西方经济与文化活动的重要组成部分,其翻译的质量对双方经济往来与文化交流有着直接的影响。本文以切斯特曼翻译伦理模式为理论基础,并对英汉广告语的语言特征和风格进行分析,结合翻译实例,以期为从事广告宣传和翻译的译者提供翻译思路和参考。笔者分析后认为,英汉广告语翻译作为当今社会商业活动的重要组成部分,从事相关活动的译者应该秉持切斯特曼提出的翻译伦理观,采取异化为主,归化为辅的翻译策略,并灵活选择直译、创改、音译等方法使目广告语译文符合目的语的文化与伦理规范。As the economic globalization continues to gain momentum, advertising and its translation, as an important part of economic and cultural activities between China and the Western countries, has a direct impact on the commercial activities and cultural exchanges between the two parties. This paper takes Chesterman’s translation ethics model as the theoretical basis, combines translation examples and analyzes the language features of advertising language, hoping to provide ways of thinking and reference for those translators specialized in advertising translation or publicity. Based on case analysis, it can be concluded that as an important part of commercial activities in today’s society, translators engaged in related activities should uphold the translation ethics concept proposed by Chesterman, adopt the translation strategy of foreignization as the main focus and domestication as a supplement, and flexibly choose such translation method as literal translation, creative translation and phonetic translation to make the translation conform to the cultural and ethical norms of the target language.

关 键 词：切斯特曼 翻译伦理模式 广告语翻译 翻译策略 

分 类 号：H315.9[语言文字—英语]