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從順應論看英文廣告語的漢譯
Date Issued
2007
ISSN
2096-7640
Citation
社會工作與管理, 2007年, 第3輯, 第63-65頁.
Type
Peer Reviewed Journal Article
Abstract
文章以順應論為理論架構指出廣告語的翻譯是對交際脈絡的順應即順應目的語受眾的情感與信念等心理世界因素社會環境與文化等社會世界因素以及時空等物理世界因素使得譯入廣告語在他國市場產生其預期的廣告效果.
Translation is a process of switching codes of the source language to those of the target language.It is actually a process of making linguistic choice.This paper,based on the theory of adaptation,points out that the translation of advertising slogans is a result of adaptation to the communicative context which includes the mental world,social world,and the physical world.By adapting to these contextual factors,the translated slogans are made to achieve the expected targets in the overseas markets where the slogans are publicized.
Translation is a process of switching codes of the source language to those of the target language.It is actually a process of making linguistic choice.This paper,based on the theory of adaptation,points out that the translation of advertising slogans is a result of adaptation to the communicative context which includes the mental world,social world,and the physical world.By adapting to these contextual factors,the translated slogans are made to achieve the expected targets in the overseas markets where the slogans are publicized.
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