| 文化框架与广告词翻译策略 |
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| 引用本文： | 朱晓莉,汪立荣.文化框架与广告词翻译策略[J].广州大学学报(社会科学版),2011,10(7):86-89. |
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| 作者姓名： | 朱晓莉 汪立荣 |
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| 作者单位： | 1. 广州大学松田学院广东增域511370
2. 广州大学外国语学院,广东广州,510006 |
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| 基金项目： | 广东省“十一五”哲学社会科学规划课题(08k-01) |
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| 摘 要： | 广告词的翻译在商品出口和国际市场销售中起着重要作用。广告以商品推销为目的，因此广告词的翻译不仅仅是语言的转换问题，更重要的是需要符合目的文化的消费者心理并得到目的文化的认同和接纳。文章从框架语义学的角度进行探索，认为广告词的翻译应以文化框架为依据，翻译中应注意运用三种策略：框架对应、框架调整和框架置换。
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| 关 键 词： | 框架语义学 文化框架 广告词翻译 |
Cultural Frames and Translation Strategies of Advertisement Slogans |
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| ZHU Xiaoli,WANG Lirong.Cultural Frames and Translation Strategies of Advertisement Slogans[J].Journal of Guangzhou University(Social Science Edition),2011,10(7):86-89. |
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| Authors: | ZHU Xiaoli WANG Lirong |
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| Institution: | ZHU Xiaoli,WANG Lirong (1.Sontian College,Guangzhou University,Guangzhou,Guangdong 510000,China,2.School of Foreign Studies,Guangdong,Guangzhou 510006,China) |
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| Abstract: | Translation of advertisement slogans plays an important role in merchandise export and international marketing.Since advertisement aims at merchandise sale promotion,the translation of advertisement slogans is not just a problem of language transfer,but also a problem of consistence with the consumer psychology,and identification and acceptance in the target culture.In the perspective of Frame Semantics,this paper suggests that translation of advertisement slogans should be based on cultural frames,and that... |
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| Keywords: | frame semantics cultural frames advertisement slogans |
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