摘要
认知语言学从原型理论来看,广告幽默的翻译就是译者对源语和译语原型进行分析匹配,进而加工改造的过程。结合广告幽默的翻译实例,提出原型匹配、弱化源语原型、强化译语原型以及原型替换的翻译策略,以期为广告幽默的创作与翻译实践拓展新的视角。
From the perspective of prototype theory in cognitive linguistics, translation of humor in advertising is the process of the translator＇s analysis and matching of the prototypes of source language and target language, and then the process of modification and transformation. Based on the actual translation examples of humor in advertising, this article puts forward three translation strategies, namely, reconstruction of the prototype of source language, weakening the prototype of source language or reinforcement of the prototype of target language and replacement by the prototype of target language, hoping to expand a new perspective for humorous advertising creation and translation practice.
出处
《韶关学院学报》
2015年第9期86-89,共4页
Journal of Shaoguan University
基金
广东省教育厅2014年广东省本科高校教学质量与教学改革工程项目"英语专业综合改革试点"(粤教高函[2014]97号)
广东省哲学社会科学"十二五"规划2014年度学科共建项目"认知视域下的英汉广告翻译研究"(GD14XW17)
关键词
广告幽默
原型理论
典型
认知语境
文化差异
humor in advertising
prototype theory
typicality
cognitive context
cultural differences
