论商务广告翻译中的顺应性

顺应性理论是语用学中的一个概念,随着学科发展的多元化,语用学中的理论越来越多地被应用到翻译领域中,尤其是商务广告的翻译中。由于不同类型的商务广告具有不同的词汇句法特征、修辞特征和广告功能,商务广告翻译作为一种跨文化、跨语言的交流活动,涉及地域文化、消费心理、审美观念、价值取向等诸多因素,因此,译者在翻译时应充分考虑这些因素,使译文最大限度地顺应消费者的心理。

Theory of Adaptation and Translation of Commercials

The theory of adaptation is now being widely used in translation,especially that of commercials.Commercials can be divided into commodity advertising,service advertising and industry advertising according to their different contents.Different type of commercials possesses different vocabulary,syntactic and rhetoric features as well as commercial purposes.As one kind of cross-cultural communication,translation of commercials involves in many factors such as regional cultures,consumer psychology,aesthetic judgment and appreciation of value.So the translator should take these factors into full consideration to make the target text adapt to the target consumers to the largest extent.