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社会符号学在英语广告翻译中的应用


全文字数:5000字左右  原创时间:<=2022年

【内容摘要】

社会符号学在英语广告翻译中的应用Advertisement is the window of a company and its product.It can provide people with information so that people can know the product. Advertisements mean the identity of a firm and aim at promoting sales and markets. Thus advertisement translation arose With the dramatic development of Chinese economy , the status of the advertising translation is becoming more and more important. With unique linguistic characteristics, for translating advertisement,the traditional theories such as“faithfulness.expressiveness and elegance”seem no longer practical. The traditional translation theories can not meet the need of advertisement translation and achieve the final purpose of the advertisement.More theories are expected to guide the advertisement translation.This paper attempts to translate english advertisements from a new perspective of social semiotics.Semiosis is a sign-process, that is, a process in which something is a sign to some organism. It is a process in which signs are interpreted and in which meanings and functions of signs are realized. In this sense, translating is a semiosis, which interprets the source text to produce a translated text and the translator is the interpreter. Translated text is the product of semiosis. This paper uses the method of social semiotics of “correspondence in meaning and similarity in function” theory.The author suggests that we should adopt  different strategies, namely, literal translation, free translation, creative translation etc. to realize the referential meaning,linguistic meaning and pragmatic meaning of the advertisements so as to attract the target consumers.

 

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