关于广告翻译中的语用失误分析
摘 要
广告既是一种经济发展的产物，又是一种文化的产物，长期以来，广告翻译中的问题日渐成为我们生活中研究的一个课题。本文从语用学的角度，就进出口商品上印刷的产品广告翻译进行分析，从而揭示广告在翻译上的语用失误现象。通过对一些广告翻译的分析，找出造成语用失误的原因并提出相应的避免语用失误的策略。
基于托马斯的语用失误分析原则，通过广告商标、广告标题及口号翻译中出现的语用失误实例，本文分析了语用失误和社交语用失误，指出语用迁移是语言语用失误的主要原因，而价值观念差异、思维模式差异是导致社交语用失误的主要原因。为了在日后的生活中减少和避免在广告翻译中语用失误，本文从语用能力的应用、翻译的技巧和文化差异等方面进行理论阐述。
本文从语用学的角度对广告翻译进行探索，分析广告翻译中的语用失误的问题，并关注如何使广告翻译达到良好的效果，力求提高广告翻译的有效性。希望上述的归纳分析能提高广告翻译的准确性。
关键词：广告翻译；语用失误；语用迁移
Abstract
Advertising is something that we are all exposed to and it is likely to affect most of us in different spheres of our life. Owing to its special functions, advertising language has its unique characteristics. In turn, advertising language has become the research target for many linguists. From the angle of pragmatics, this paper focuses on the analysis of hybrid language, namely the English translations of Chinese advertisements, with the aim of revealing the pragmalinguistic failure and sociopragmatic failure in translations, adopting strategies to avoid pragmatic failures.
With Thomas' theory of pragmatic failure, this paper draws on the theory of pragmatic failure to explore the examples of pragmatic failure in English and Chinese advertisement translation, with some reasons of pragmatic failures in translating trademark, headlines and slogan. The paper analyses the reasons of pragmatic failure in the pragmalinguistic and sociolinguistic, and deals with precaution strategies of pragmalinguistic failure in the pragmatic competence, the translation skills and cultural awareness. In order to avoid pragmatic failures in English and Chinese advertisement translation.
It goes without saying that such a research is of practical significance to the people engaged both in business and linguistic circles. Finally the author hopes that this thesis can somewhat improve the effectiveness of Chinese and English advertisement translation by the above analysis and studies.
Key Words: Pragmatic failure; Advertising translation; Pragmatic transfer
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