本文選題：生態(tài)翻譯學(xué) + 適應(yīng)選擇�。� 參考：《南京農(nóng)業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著經(jīng)濟(jì)與貿(mào)易全球化的不斷深化,越來(lái)越多的品牌與企業(yè)將觸角伸向海外,跨國(guó)公司與海外銷(xiāo)售日益增多。企業(yè)需要通過(guò)各類(lèi)營(yíng)銷(xiāo)手段不斷向其實(shí)際的與潛在的海外市場(chǎng)傳遞自身品牌與產(chǎn)品的價(jià)值信息,從而實(shí)現(xiàn)產(chǎn)品銷(xiāo)售目的。而廣告,則是吸引消費(fèi)者,以及向海外消費(fèi)者傳達(dá)產(chǎn)品及品牌信息最直接的方式。近年來(lái),互聯(lián)網(wǎng)的飛速發(fā)展拓寬了人們了解海外品牌的渠道,各品牌與企業(yè)也競(jìng)相建立海外網(wǎng)站,并將銷(xiāo)售搬上了網(wǎng)絡(luò)平臺(tái)。由于網(wǎng)絡(luò)環(huán)境的特殊性,線上廣告語(yǔ)言相較于傳統(tǒng)線下廣告語(yǔ)言有一定區(qū)別。因此,能否準(zhǔn)確且生動(dòng)地翻譯線上廣告文本將直接影響產(chǎn)品在海外消費(fèi)者心目中的形象與銷(xiāo)售成績(jī)。國(guó)內(nèi)目前針對(duì)于廣告文本翻譯研究多集中在目的論、順應(yīng)論、功能對(duì)等理論或美學(xué)的視角,且都集中在傳統(tǒng)線下廣告文本的翻譯。而近年興起的線上廣告文本翻譯更是研究的盲點(diǎn)。本文試圖從生態(tài)翻譯學(xué)的視角,運(yùn)用適應(yīng)選擇的理論,結(jié)合線上廣告翻譯實(shí)例,對(duì)此類(lèi)文本的翻譯作系統(tǒng)性研究,探討線上廣告翻譯的過(guò)程以及方法。本文認(rèn)為,譯者和譯文的長(zhǎng)存之道在于對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)這一翻譯生態(tài)環(huán)境的適應(yīng),并根據(jù)該生態(tài)環(huán)境中不同要素所產(chǎn)生的要求與限制,進(jìn)行合理且恰當(dāng)?shù)倪m應(yīng)性選擇。本文指出,線上廣告文本的翻譯需要在三個(gè)條件的約束與指導(dǎo)下進(jìn)行。第一是適應(yīng)選擇的翻譯原則,第二是適應(yīng)選擇的翻譯方法,第三是網(wǎng)絡(luò)營(yíng)銷(xiāo)生態(tài)環(huán)境的制約條件。遵循這三個(gè)條件,方可優(yōu)化線上廣告文本的翻譯。生態(tài)翻譯學(xué)視角下適應(yīng)選擇論的應(yīng)用,增進(jìn)了譯者對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)生態(tài)環(huán)境的認(rèn)識(shí),使其在翻譯該類(lèi)文本的過(guò)程中能夠做出適當(dāng)?shù)倪x擇。這不僅有助于提升譯者素質(zhì),更可以提高譯文質(zhì)量,對(duì)于翻譯理論和方法的研究有一定的積極意義。
[Abstract]:With the deepening of economic and trade globalization, more and more brands and enterprises will reach overseas, and multinational companies and overseas sales will increase day by day. Enterprises need to transmit the value information of their brands and products to their actual and potential overseas markets through all kinds of marketing means, so as to achieve the purpose of product sales. Advertising is the most direct way to attract consumers and convey product and brand information to overseas consumers. In recent years, the rapid development of the Internet has widened people's understanding of overseas brands, brands and enterprises are competing to establish overseas websites, and sales to the Internet platform. Because of the particularity of the network environment, the online advertising language is different from the traditional offline advertising language. Therefore, whether the online advertising text can be translated accurately and vividly will directly affect the image and sales achievement of the product in the eyes of overseas consumers. At present, researches on advertising text translation focus on Skopos theory, adaptation theory, functional equivalence theory or aesthetic perspective, and all focus on the translation of traditional offline advertising texts. In recent years, online advertising text translation is a blind spot. This paper attempts to make a systematic study on the translation of this kind of text from the perspective of ecological translation, using the theory of adaptive choice and the example of online advertising translation, and to explore the process and methods of online advertising translation. This paper argues that the long term survival of the translator and the target text lies in the adaptation to the translation ecological environment of network marketing and the reasonable and appropriate adaptive choice according to the requirements and limitations of the different elements in the ecological environment. This paper points out that the translation of online advertising texts should be carried out under the constraints and guidance of three conditions. The first is the principle of adaptation, the second is the method of adaptation, and the third is the restriction of the ecological environment of network marketing. Following these three conditions, we can optimize the translation of online advertising text. The application of adaptive selection theory from the perspective of ecological translation enhances the translator's understanding of the ecological environment of online marketing and enables him to make appropriate choices in the process of translating such texts. This will not only improve the quality of the translator, but also improve the quality of the translation. It is of positive significance to the study of translation theories and methods.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：H315.9

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