产品广告语是品牌吸引顾客,提升其知名度,进军目标市场的重要途径之一,它们向消费者们传递一种持久的理念。为了有效地传达广告语的实质和文化含义,在跨文化环境下获得消费者的支持,广告语的翻译须兼顾原文与译文的生态语境。因此本文...产品广告语是品牌吸引顾客,提升其知名度,进军目标市场的重要途径之一,它们向消费者们传递一种持久的理念。为了有效地传达广告语的实质和文化含义,在跨文化环境下获得消费者的支持,广告语的翻译须兼顾原文与译文的生态语境。因此本文从生态翻译学的角度出发,采用三维转换理论,对有着一百多年历史的法国著名品牌CHANEL香水系列的广告语汉译译例进行了对比分析。发现译者在汉译香水广告语时,在语言、文化和交际维度上进行了适应性选择,从而使广告语的译文达到整合适应选择度,使国内与国外的消费者对香水产品达到相同的感受。Product slogans are one of the most important ways for brands to attract customers, enhance their visibility and enter the target market, and they convey a lasting idea to consumers. In order to effectively convey the essence and cultural meaning of the advertising slogan and gain consumer support in a cross-cultural environment, the advertising translation must take into account the ecological contexts of the original and the translated text. Therefore, from the perspective of eco-translatology, this paper adopts the three-dimensional transformation theory to comparatively analyze the Chinese translations of the famous French brand CHANEL perfume series, which has a history of more than one hundred years. It is found that the translators have made adaptive choices in the linguistic, cultural and communicative dimensions when translating the perfume advertisements, so that the translations of the advertisements can reach the degree of integrative adaptive choices, the domestic and foreign consumers can feel the same of perfume products.展开更多
文摘产品广告语是品牌吸引顾客,提升其知名度,进军目标市场的重要途径之一,它们向消费者们传递一种持久的理念。为了有效地传达广告语的实质和文化含义,在跨文化环境下获得消费者的支持,广告语的翻译须兼顾原文与译文的生态语境。因此本文从生态翻译学的角度出发,采用三维转换理论,对有着一百多年历史的法国著名品牌CHANEL香水系列的广告语汉译译例进行了对比分析。发现译者在汉译香水广告语时,在语言、文化和交际维度上进行了适应性选择,从而使广告语的译文达到整合适应选择度,使国内与国外的消费者对香水产品达到相同的感受。Product slogans are one of the most important ways for brands to attract customers, enhance their visibility and enter the target market, and they convey a lasting idea to consumers. In order to effectively convey the essence and cultural meaning of the advertising slogan and gain consumer support in a cross-cultural environment, the advertising translation must take into account the ecological contexts of the original and the translated text. Therefore, from the perspective of eco-translatology, this paper adopts the three-dimensional transformation theory to comparatively analyze the Chinese translations of the famous French brand CHANEL perfume series, which has a history of more than one hundred years. It is found that the translators have made adaptive choices in the linguistic, cultural and communicative dimensions when translating the perfume advertisements, so that the translations of the advertisements can reach the degree of integrative adaptive choices, the domestic and foreign consumers can feel the same of perfume products.
