广告语篇的语境及忽略语境因素所导致的误译

为了明确语境对广告语篇的重要意义,避免因忽略语境因素而导致的误译,采用文献研究与例证分析相结合的方法,依据功能语言学理论,系统地剖析了影响广告语篇的语言语境、情景语境和文化语境,并归类说明忽略这些因素会引起的误译现象。指出在广告翻译中,译者应细心忖度每一种语境因素,使译文清楚地传达原文语言内容、交代广告相关背景、迎合目的语受众心理,从而更好地实现其商业目的;同时,关于广告翻译研究方面的著述也应提供必要语境信息,使读者更多地受益。

Contexts of the advertising discourse and mistranslation resulting from ignorance of them

According to functional linguistics,the meaning of a discourse is closely related to the context in which it is produced and used.However,context is often ignored in studies of advertisement translation.The linguistic,situational and cultural contexts of the advertising discourse should be stressed and the examples of mistranslation resulting from ignorance of the contexts should be analyzed.It also points out that in advertisement translation and studies related to it translators and scholars should give each contextual element careful consideration so as to avoid mistranslation and better realize their commercial or academic goals.