论汉语广告翻译中存在的主要语用失误--兼论语用分析在广告翻译中的作用

在汉语广告的英语译文中存在大量语用失误,这严重削弱了译文的劝服功能.产生这些失误主要原因是译者在翻译时忽视了价值观、思维方式、社会组织形式等诸多文化要素在汉语广告中特有的语用功能,因而错误地采用了直译等翻译方法.要减少译文语用失误,需要对文化进行语用分析,借助译入语文化优势,进行补偿性的翻译.

Discussion on main mistakes in language usage of Chinese advertisement translation--Role of language analysis in advertisement translation

There are a lot of mistakes in English translation of advertisements, which limits the persuasion function of the translation. In advertisement translation these mistakes mainly come from special function of many cultural factors of the ignoring value outlook, thinking mode and social organization forms and so on and from using wrong methods to directly translation. To minimize translation mistakes, culture languages need to be analyzed and rely on culture advantage of translation to make compensatory translation.