论广告翻译的忠实与变通

论广告翻译的忠实与变通
摘  要

论文拟从忠实与变通这两个角度来探讨广告翻译问题。众所周知，翻译准则中一个重要问题，乃所有翻译理论家都认为译作要忠实于原文。文章认为译作应尽可能忠实于原文的内容，语言和风格。但就广告翻译而言应有必要的变通，唯如此方能通过翻译实现广告的目的。文章从翻译的由来着手，通过对与忠实与变通有关理论的运用，在一定程度上探讨了导致变通的成因及他们在广告翻译中的作用与影响，如保留语言特点，适应当地特色等。分别从语言学和文化背景，或者两个方面结合在一起对大量的例子做了分析，并且认为广告翻译应结合忠实和变通为指导原则进行以求达到完善的目的。

关键词：广告，广告翻译，忠实，变通
On Faithfulness and Innovation of Advertisement Translation
 
ABSTRACT

This paper tries to talk about advertisement translation from the aspect of faithfulness and innovation. As we know, faithfulness is an important question of the principle of translation. Strictly speaking，the paper holds that true translation should be faithful to the content，language and style of the original at the same time. To begin with, the paper make a brief introduction to some theories in relation to faithfulness and innovation, and then analyzes the reasons leading to faithfulness and innovation as well as the two principles’ application and influence in the advertisement translation, such as preserving the language features and suiting the local tastes. Meanwhile many examples have been analyzed by using either linguistics or cultural background and the both two. To make advertisement translation much better, it is necessary to make a combination of these two principles.

Key words: advertisement, advertisement translation, faithfulness, innovation

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