英语广告中模糊性的功能及其翻译策略
在全球化趋势下，举世经济取得了迅猛发展。作为一种商业活动，广告在提高一个企业与其他企业竞争力发挥了重要的作用。因此，人们迫切需要一则完美的广告。通常情况下，广告中会应用多种技巧，而模糊性深受大家的青睐。在某种程度上，模糊性是广告所必须的。因为它有助于更成功地传递信息。凭借数则广告案例，这篇论文分别从消费者，广告商及社会层面，旨在分析模糊性在英语广告中的功能。为了让消费者更好地理解与欣赏广告，作者将在文章开头对模糊性与广告做简要介绍。无疑，一则恰当的译文往往能让一则广告达到事半功倍的效果。但实际上，令作者困扰的是人们并没有充分重视对英语广告中模糊性翻译策略的研究。更为糟糕的是，文化差异和人们的语言能力给人们理解广告带来了阻碍。所以，作者在文章末尾着重探索数个切实可行的翻译策略，通过这人们可以更精确地理解广告，并帮助商业信息顺畅传播，以至于达到广告其目的。
关键词：模糊性；英语广告；功能；翻译策略
Functions of Ambiguity in English Advertisement and Translation Strategies
Abstract: Under the trend of globalization, the economy has achieved a rather rapid development throughout the world. Advertisement, as a commercial activity, has played a significant role in enhancing an enterprise’s competitiveness in the competition with others. As a result, a perfect advertisement is in urgent need. As it is often the case that there are numbers of skills being used in advertisements, among which ambiguity is considered as a favorite. Ambiguity, to some extent, is a must in advertisements in that it contributes to convey information more successfully. This thesis, through some advertising cases, is intended to analyze the functions of ambiguity in English advertisement respectively from consumers, advertisers, and society aspects. In order to lead consumers to better understand and appreciate advertisements more quickly, the author will make a brief introduction of ambiguity and advertisements at the beginning of the thesis. There is no doubt that an appropriate translation tends to make an advertisement with might doubled. But, in reality, what upsets the author is that the study of translation strategies has not challenged people’s enough attention. What’s worse, cultural differences and people’s language ability bring obstacles to people to get across advertisements. So in the end of this thesis, the author emphasizes on exploring several viable translation strategies, through which people will comprehend advertisements more precisely and help business information be transferred more smoothly so that advertisements will achieve their purposes.
Key Words: ambiguity; English advertisement; functions; translation strategies
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