广告翻译中的语用失误分析

广告是一种特殊的文体，广告语言是广告的核心内容，它是一种具有独特艺术技巧和商业艺术价值的语言。广告翻译不只是一个语义对等问题，语义对等只是突出广告功能的语义再创造。对顾客来说更具吸引力也更符合语言使用习惯。众所周知，广告兼备双语能力，因此我们必须处理好源语言与目的语的关系，要搞清楚风俗、宗教和禁忌等文化背景知识，忽略这些因素会导致语用失误。语用失误大体可分为两类：语用语言失误，即语言本身的语用失误，以及社会语用失误，这些失误都不同于行为上的错误。该篇论文旨在说明如何在广告翻译中取得对等的效果，以及广告中的语用失误是如何产生的。在中国，广告翻译还处于发展阶段，广告翻译的标准也有待提高，在商标品牌，标题，宣传口号以及广告内容的翻译中常出现一些语用失误，这种翻译不当会使广告缺少说服力，其主要原因是对中英文化差异，语言本身缺少透彻理解，因此我们在进行广告翻译时要把这些关键因素都考虑进去，从而避免语用失误。
 
关键字：广告翻译；语用失误；文化差异
Abstract
Advertising is a special kind of writing style, the language used in advertisements is the most important, for it can reflect the special artistic skills and commercial value. Translation of advertisements is a problem more than just concerns about linguistic equivalence, which lays more emphasis on the recreation of the original versions, thus making it more attractive and idiomatic to customers. As we all know, translation is a bilingual activity, so we have to deal with both the source language and the target language, the cultural backgrounds of the customs, religions, taboos, etc. and ignorance of these listed factors will result in pragmatic failure. Pragmatic failure can be divided into two categories: pragmalinguistic failure and sociopragmatic failure, which are different from performance errors. This thesis attempts to analyze how to apply the pragmatic approach to the translation of advertisements so as to achieve the equivalent effect, and also analyze how the pragmatic failure arises in the translation of advertisements. Now the advertising translation in China is in the developing state and the standard of translation is to be improved as well. There are many pragmatic mistakes in the translation of such advertisements as brand names, titles, slogans and contents of advertisements, which weaken the persuading function of the translated versions. The chief cause of these pragmatic mistakes results from the differences between the Chinese culture and Western culture. Therefore, we should take different cultural backgrounds into consideration in order to avoid pragmatic failures.

Keywords: advertising translation  pragmatic failure  cultural differences

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