语用等效翻译在广告翻译中的运用

语用等效翻译在广告翻译中的运用
摘  要

作为一种在商务中广泛应用的大众传播媒介，广告是商家建立良好的产品形象以引起消费者注意并吸引消费者购买的重要方式。广告翻译是不同文化的交流，是跨文化的商品营销宣传活动。进行广告翻译时，除坚持一般的翻译原则外，还应充分了解目的语国家的文化因素和消费心理，并采用灵活的翻译策略。本文从语用学的角度出发，分别论述了语用等效的定义和特点、广告翻译的文体特征和作用，并结合中西文化差异，阐述了广告翻译策略，重点分析了广告翻译中语用等效原则，包括语用语言等效和社会语用等效的应用，对读者的翻译策略以及语用知识学习有一定的现实意义。

关键词：语用等效；广告翻译；文化差异。
Application of Pragmatic Equivalence Translation in Advertisement Translation
 
ABSTRACT

Advertisement, being a widely used medium in commerce, is the main measure to build a good product figure, which can attract customer’s attention and stimulate their desire to purchase. Advertisement translation is an inter-cultural communication. This paper attempts to explain and point out the translating strategies, from the angle of pragmatics, the features of pragmatic equivalence including pragmalinguistic equivalence and sociolinguistic equivalence, characters of advertisement translation and the combined application of them. The analysis should help to study of pragmatics and how to successfully translate an international advertisement.

Key words: pragmatic equivalence, advertisement translation, cultural differences.

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】