从关联理论的角度看英语广告中隐喻的翻译
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从关联理论的角度看英语广告中隐喻的翻译(毕业论文8100字)
摘 要：本文旨在从关联理论的角度研究广告中隐喻的翻译原则和策略。随着商品经济的发展以及媒体的多样化，广告在当今社会无处不在，对人们的日常生活起着重要的作用。在现代商业广告中，隐喻已经成为广告语言的一个鲜明特点。本文作者详尽地探讨了广告鲜明的语言特点，指出隐喻是广告的灵魂。继而本文对隐喻做了透彻的分析，并以关联理论的最佳关联原则为依据，论证了隐喻翻译的策略。最后作者提出了一系列隐喻翻译的原则和具体方法。
关键词：广告；隐喻；关联理论；最佳关联；翻译
On the Translation of Metaphor in English Advertising from the Perspective of Relevance Theory
Abstract: This paper aims at finding out the principle and strategies of metaphor translation in advertisement from the perspective of relevance theory. With the rapid development of commodity economy and the diversification of mass media, advertising is omnipresent in modern society and plays a significant role in our daily lives. In modern commercial advertising, different forms of metaphor are widely used and turn out to be an effective and distinctive device. The author makes a detailed exploration on the vivid language features of advertisement and concludes that metaphor is the soul of advertisement. Then the author extends a thorough analysis of metaphor, and metaphor translation based on the principle of optimal relevance of relevance theory. As a result, a cognitive framework for metaphor translation between English and Chinese is provided, and the strategies of metaphor translation are proposed.
Key words: Advertisement；Metaphor；Relevance theory；Optimal relevance；Translation
Contents
Abstract…………………………………………………………………………………………1
Key words………………………………………………………………………………………1
Introduction……………………………………………………………………………………2
1 An overview on relevance theory ................………………………………………………3
1.1 Principles of relevance……………………………………………………………………4
1.2 Cognitive environment……………………………………………………………………4
1.3 Optimal relevance…………………………………………………………………………5
2 A study of advertisement and metaphor ……………………………………………………7
2.1About advertising…………………………………………………………………………7
2.2 Metaphor in advertisement…………………………………………………………………9
3 Metaphor translation in advertisement……………………………………………………11
3.1 General information about advertising translation………………………………………11
3.2 Metaphor translation with relevance theory………………………………………………13
3.3 Strategies of metaphor translation in advertising………………………………………14
3.3.1 Reserving of the same image in the target language…………………………………14
3.3.2 Replacing the image in the source language by a standard image in the target language.................... .................………………………………………………………15
3.3.3 Compensating the gap between the source language and the target language……………………………………………………………………………16
3.3.4 Condensing the source text into a brief target text……………………………………17
Conclusion……………………………………………………………………………………18
Notes……………………………………………………………………………………... …20
Bibliography…………………………………………………………………………………20
Acknowledgements……………………………………………………………………………21
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