On Pragmatic Equivalence in Translation
of English Advertisements
Abstract
As a kind of practical text type with high business value, an advertisement must contain persuasive power and “memory value”. With the increase of international exchanges, advertising translation has become very important. However, the work that has been done on translating advertising copy is quite limited compared to that of other areas in translation studies. However, this kind of translation work is rather difficult in that it is extremely flexible and complex owing to the uniqueness of advertisement and the differences between the Chinese and English languages as well as between their cultural backgrounds. As we all know, advisements are always characterized by their definite purposes and functions. In terms of their translation, it is more important to explore how the linguistic and cultural elements have served the advertising purpose than to simply focus on the transfer of these elements. Only in this way can we choose appropriate methods to help the target text realize the purpose of the source text. The thesis mainly discusses how to deal with the cultural and linguistic differences between Chinese and English in such a way as to carry out the functions of the original texts, and further analyzes, through examples, some frequently employed techniques in advertisement translation. Based on the above analysis, the thesis concludes that pragmatic equivalence is the primary concern of advertisement translation, and at times cultural and linguistic adaptation is both inevitable and necessary in this type of translation in the attainment of the intended goal of the source text.
Key Words: English advertisements; translation; pragmatic equivalence; application
摘 要
廣告是1種具有很高商業價值和實用性的文體，1則廣告必須具備說服力和記憶價值。隨着商品經濟的發展和各國經貿交往的增加，廣告翻譯日益重要。但是廣告翻譯的研究不能滿足廣告的迅速發展，與其在商業中的重要地位不平行。它是1種跨語言、跨文化的交流活動，對輸入國消費者的心理、信仰等產生直接的衝擊，從而影響商品在目標市場的佔有率和銷量。在實踐中我們發現，中英語言和文化中的差異決定了廣告翻譯是1項非常靈活而複雜的`工作。本文認爲，由於廣告原文和譯文明確的目的性，在其翻譯中僅僅關注語言和文化元素的傳譯是遠遠不夠的，更爲重要的是要了解這些元素是如何幫助廣告實現其功能的，從而我們才能選擇適當的翻譯方法，使譯文達到原文所要達到的目的。本文在功能對等的理論基礎上，着重討論瞭如何處理漢英廣告互譯中所涉及的語言和文化差異;另外我們還結合實例分析了1些常見的翻譯技巧。基於以上討論，本文認爲語用對等是廣告翻譯中必須要考慮的因素。我們應以語用對等爲目標，靈活地處理語言和文化差異。
關鍵詞：英文廣告、翻譯、語用對等、應用
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