翻译标准多元互补论在广告翻译中的应用

摘  要

随着社会的发展和经济的全球化，国际之间的贸易日益增多。商品竞争不再只局限国内之间，而是国与国之间的激烈竞争。而在宣传本国产品这一过程中，广告无疑成了商家宣传产品的一种最佳途径。其作为一种促进产品销售的大众传媒手段，不仅向国内消费者介绍了本国商品的性能与质量，同时在向国外消费者介绍并推销本国产品中也发挥着举足经重的作用。广告的好坏将直接或间接地影响着企业的成败，这就决定了广告本身具有不可替代的重要性。在跨国商业贸易中，好的广告翻译则尤为重要，其不同于文学或科技文献的翻译。过去，一些翻译家都在尽力找出一个适用于各领域的翻译标准，但都不尽如人意。事实上，绝对的翻译标准是根本不存在的。每个标准都有其使用的地方。本论文旨在分析由辜正坤教授提出的翻译标准多元互补论在广告翻译中的应用。论文共分为五个章节，第一章简要叙述了该研究的目的与意义，并提出了其所使用理论；第二章介绍了一些常见的翻译标准与策略，并详细对所使用理论“翻译标准多元互补论”进行了介绍与分析；第三章介绍了广告的语言特点；第四章列举实例，从词汇、句型、修辞方式等方面分析了该理论在广告翻译中的应用。第五章对论文进行了总结。
关键词：翻译标准多元互补论;   广告翻译;   翻译标准
Abstract

With the social development and economic globalization, the businesses between different countries are becoming more and more frequent. The products competition is not just limited in one country, but around the whole world. In the process of promoting products, it is a wise choice to promote products through advertisement. As a means of promoting products, advertisement can introduce the property and quality of foreign products to domestic potential consumers. At the same time, it can also bring our domestic products to the international market. Therefore, advertisement plays an important role in the commercial circle. The quality of advertisement can influence the failure or success of a company directly or indirectly. In international trade markets, a good advertisement is much important, which is different from the literary translation and scientific translation. In the past, some translation theorists tried their best to find an absolute translation standard which could be applied to all translation practice, but failed. As a matter of fact, the absolute standard doesn't exist at all and every specific standard has their advantages and disadvantages. This thesis aims to study the translation standard used in advertisement translation. The thesis concludes five chapters. The first chapter describes the purpose and significance of this thesis briefly and state the theory used in the thesis. The second chapter introduces some common translation standards and strategies and analyzes the plural complementarism of translation standard proposed by Prof. Gu in details. The third chapter gives an account of some features of advertisement. In the fourth chapter, the thesis analyzes the application of plural complementarism of translation standard to advertisement translation through examples. The last chapter draws a conclusion about the thesis.
Key words: plural complementarism of translation； advertisement translation； translation standards

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