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浅析广告翻译中的机械直译(英文) 被引量:1

浅析广告翻译中的机械直译
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摘要 本文旨在分析由机械地直译广告带来的问题。作者采用理论与实例相结合的论证方法,指出广告译文是一种特殊的文本,涉及文化、价值观、习俗、语言的一词多义现象、产品的功能和特性等多方面因素,翻译时应尽量避免机械地直译广告。译员应根据具体情况对译文作适当的调整或重新创作,以使译文符合目标国语言的表达方式,实现推销商品的最终目的。 This thesis aims at discussing problems caused by the mechanical literal translation of advertising. Mechanical literal translation must be avoided in the process of advertising translation, for advertising translation is a special version ; various factors should be taken into consideration such as cuhures, values, customs, the phenomenon of polysemy, as well as the features and functions of the products advertised. So a translator should flexibly make appropriate adaptations in light of specific conditions and contrive to re - create the advertising so as to make the translated version in line with the characteristics of the target language, accepted by the foreign consumers in the greatest limi- tation, and reach the final aim of publicizing products.
作者 谢炆炆
出处 《中国外资》 2012年第2期224-225,共2页 Foreign Investment in China
关键词 机械直译 价值观 文化 一词多义 产品 mechanical literal translation culture polysemy product
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参考文献6

  • 1Cateora, PR 1993, International Marketing, 8th edn, Richard D. Irwin Inc.
  • 2Colhns, J, M 1989, Image and Advertising , Harvard Business Review.
  • 3Curry,JE2000,International Marketing,1stedn,上海外语教育出版社.
  • 4Hornby, A S 2000, Oxford Advanced Learner' s Dictionary, 6th edn, Oxford University Press.
  • 5Kolter, P, ANG, SH, Leong, SM & Tan, CT 1999, Marketing Management, 2nd edn, Prentice Hall.
  • 6Kramsch,C1993,Contextand Culturein Language Teaching,1stedn,上海外语教育出版社.

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