| 从关联理论看广告翻译中的功能对等 |
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| 引用本文： | 郑红艳.从关联理论看广告翻译中的功能对等[J].中北大学学报(社会科学版),2009,25(1):67-70. |
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| 作者姓名： | 郑红艳 |
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| 作者单位： | 孝感学院,外国语学院,湖北,孝感,432000 |
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| 摘 要： | 东西方文化在文化背景和思维方式上都有很大的不同,这些文化差异体现在广告中就造成了广告翻译中的不对等问题(unequivalence).奈达的"功能对等"理论为译者解决这类问题提供了理论依据,而Sperber和Wilson的关联理论又为我们评判一则广告是否实现功能对等提供了指导作用.它启示我们广告翻译中的功能对等不是形式对等或内容对等,而是要充分考虑到原语读者和译语读者的认知语境,要看广告译文能否让读者实现最佳关联,从而实现广告的诱导功能.
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| 关 键 词： | 广告翻译 功能对等 关联理论 最佳关联 |
The Functional Equivalence of Advertisement Translation in the Perspective of Relevance Theory |
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| ZHENG Hongyan.The Functional Equivalence of Advertisement Translation in the Perspective of Relevance Theory[J].Journal of North China Institute of Technology(Social Sciences),2009,25(1):67-70. |
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| Authors: | ZHENG Hongyan |
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| Institution: | School of Foreign Languages;Xiaogan University;Xiaogan 432000;China |
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| Abstract: | Untranslatability often occurs in the translation of advertisement owing to the difference of cultural background and thinking mode between Chinese and English. Eugene A Nida's functional equivalence offers a theoretical base for the translator to solve such kind of problem.According to Sperber and Wilson's relevance theory,the functional equivalence of advertisement translation is not the equivalence of form or content,but the realization of optimal relevance with consideration of both source language read... |
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| Keywords: | advertisement translation functional equivalence relevance theory optimal relevance |
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