【摘要】： 本文旨在從標(biāo)記理論的視角入手,通過(guò)大量分析英漢商業(yè)廣告的標(biāo)記特點(diǎn),來(lái)進(jìn)一步探討英漢商業(yè)廣告的翻譯策略。通過(guò)對(duì)標(biāo)記理論和商業(yè)廣告的大量研究發(fā)現(xiàn),二者之間存在天然的內(nèi)在聯(lián)系,即:廣告語(yǔ)言是帶有人為標(biāo)記的大眾語(yǔ)言。為了區(qū)別于因司空見慣而常常受人忽略的常用型大眾語(yǔ)言,廣告語(yǔ)言呈現(xiàn)出其自身的特點(diǎn)。廣告中有意形成的人為標(biāo)記就是為了吸引人們的注意,激起人們的興趣,培養(yǎng)其購(gòu)買欲望,加深其對(duì)產(chǎn)品的印象,以便促使人們最終實(shí)施購(gòu)買行為。 從標(biāo)記理論的角度看,在常用型大眾語(yǔ)言中,一個(gè)詞、一個(gè)短語(yǔ)、一個(gè)句子,甚至一段篇章都沒有什么特別之處,但經(jīng)過(guò)廣告設(shè)計(jì)者有意安排,特別設(shè)計(jì)之后,這些表達(dá)就變成了有標(biāo)記式表達(dá),成為廣告語(yǔ)言的一部分。這個(gè)有意安排和特別設(shè)計(jì)的過(guò)程也就是標(biāo)記產(chǎn)生的過(guò)程。例如,在日常生活中,單音節(jié)詞“擦”是普遍使用的一個(gè)詞,是無(wú)標(biāo)記詞,但當(dāng)“擦”與另外三個(gè)“擦”字同時(shí)使用在一則廣告中時(shí)就構(gòu)成了反復(fù)修辭,從而使其變得特別而具有了標(biāo)記性;再如,一段平常無(wú)奇的段落通常被設(shè)計(jì)成樹形或心形以形成標(biāo)記。 通過(guò)仔細(xì)對(duì)比、分析研究英漢商業(yè)廣告中所呈現(xiàn)出的標(biāo)記特征,發(fā)現(xiàn)了一些有趣的現(xiàn)象。盡管英漢兩種語(yǔ)言來(lái)自不同的語(yǔ)系,它們?cè)跇?biāo)記特征方面卻擁有共同之處。單音節(jié)動(dòng)詞、形容詞、副詞、祈使句、問句或不合規(guī)則的省略句以及諸如比喻、擬人、夸張、反復(fù)、雙關(guān)、仿擬等修辭手段在這兩種語(yǔ)言中都有廣泛應(yīng)用。另外,正如所料,鑒于兩種語(yǔ)言本身和文化方面的差異,使得此兩種語(yǔ)言中許多標(biāo)記的形成過(guò)程是不同的。設(shè)計(jì)者們充分利用字母語(yǔ)言——英語(yǔ)在音、形和句式方面靈活多變的特征而創(chuàng)造標(biāo)記。因而,押頭韻、諧音、押尾韻、同源詞、新造詞、縮略詞以及分裂句在英語(yǔ)廣告中被藝術(shù)性的創(chuàng)造出來(lái)以悅?cè)硕?這種標(biāo)記性表達(dá)在漢語(yǔ)廣告中很難找到類似表達(dá)形式。在漢語(yǔ)中,設(shè)計(jì)者們對(duì)于依照漢字特征創(chuàng)造標(biāo)記也充滿信心。在漢語(yǔ)廣告里,尾韻和疊音詞能增強(qiáng)廣告的音樂性和節(jié)奏感,而如對(duì)偶、頂真、回文詩(shī)、藏頭詩(shī)等特別的修辭手法能增強(qiáng)廣告的原創(chuàng)性和新穎性。再者,混合語(yǔ)言也被引用到漢語(yǔ)廣告中來(lái)形成標(biāo)記以迎合消費(fèi)者的“慕外”心理,激起他們的興趣。英漢商業(yè)廣告中標(biāo)記的識(shí)別和分析對(duì)于此兩種語(yǔ)言廣告的翻譯意義重大。 在標(biāo)記理論的指導(dǎo)下,通過(guò)對(duì)所收集的廣告及其譯文的大量分析,本文得出如下結(jié)論:在英漢商業(yè)廣告中,由諸如祈使句、問句、比喻、擬人、反復(fù)等同種手段形成的標(biāo)記,翻譯時(shí)可以直接將這種標(biāo)記轉(zhuǎn)換到另一種語(yǔ)言中;對(duì)于具有語(yǔ)言特色和文化特色的標(biāo)記只能選擇恰當(dāng)?shù)挠鼗夭呗赃M(jìn)行翻譯——1.英語(yǔ)廣告中由押頭韻、諧音、押尾韻、同源詞、新造詞、縮略詞、分裂句等形成的標(biāo)記可以由漢語(yǔ)中押尾韻、疊音詞、四字格、對(duì)偶、頂真、回文詩(shī)、藏頭詩(shī)和混合語(yǔ)等形成的標(biāo)記式進(jìn)行轉(zhuǎn)換,反之亦然;2.英漢廣告中經(jīng)常會(huì)對(duì)一些眾人皆知的習(xí)語(yǔ)、諺語(yǔ)、名言、歌曲、詩(shī)歌等進(jìn)行獨(dú)特的“整形”而形成令人難忘的標(biāo)記,如果對(duì)方文化中有類似表達(dá),就可以用類似的方法對(duì)其進(jìn)行“整形”,若沒有類似的表達(dá)方式,可選用1中建議的策略,1中的標(biāo)記也可以選用2中提到的方法進(jìn)行轉(zhuǎn)換;3.由文化的巨大差異形成的標(biāo)記,建議采用順應(yīng)策略,否則該廣告很可能遭到當(dāng)?shù)叵M(fèi)者的拒絕。 盡管在所讀的文獻(xiàn),所收集到的廣告及筆者對(duì)英漢兩種語(yǔ)言的精通程度等方面都存有許多局限,但依然衷心希望此研究對(duì)于那些致力于廣告翻譯的人有所啟發(fā)。
[Abstract]:The purpose of this paper is to study the translation strategies of the commercial advertisements in English and Chinese through the analysis of the mark features of the commercial advertisements in English and Chinese from the perspective of the mark theory. Through a large number of researches on the mark theory and commercial advertisement, there is a natural internal relationship between them, that is, the advertising language is a popular language with man-made marks. The advertising language has its own characteristics in order to be distinguished from the common popular language, which is often neglected for common and often neglected. The artificial mark that is intentionally formed in the advertisement is to attract the attention of the people, to arouse the interest of the people, to cultivate the purchase desire, to deepen the impression of the product, so as to promote the people to finally implement the purchase behavior. From the point of view of the theory of marking, in the popular language, a word, a phrase, a sentence, and even a chapter have nothing special, but after the ad designer intends to arrange it, the expression becomes a mark after the special design. Of expression, becoming an advertising language. part. This intentional arrangement and the process of special design are also marked by the marking For example, in daily life, monosyllabic "wipe" is one of the most commonly used words, is a non-marked word, but when the "wipe" and the other three "wipe" words are used in an advertisement, the repeated rhetoric is made so that it becomes special and has a marked property. and, for example, a paragraph of the usual odd paragraph is usually designed in the form of a tree or heart-shaped By carefully comparing and analyzing the characteristics of the marks presented in the commercial and English commercial advertisements, it is found that Some interesting phenomena. Although the English and Chinese languages come from different languages, they are marked by the characteristics of the mark. But there is something in common. A monosyllabic verb, an adjective, an adverb, a imperative sentence, a question or an irregular sentence, as well as a rhetorical device such as a metaphor, a human, an exaggeration, a repetition, a pun, a parody, etc. In addition, as expected, in view of the differences in both language and culture, the shape of many of the two languages The process is different. The designers make full use of the letter language. The English is flexible and changeable in terms of sound, shape and sentence. Therefore, rhyming, homophonic, rhyming, homologous words, new words, acronyms and split sentences are created in the English advertisements to be pleasing to the ear, which is difficult to find in Chinese advertisements in Chinese, that designers are create for the character of the Chinese character The mark is also full of confidence. In the Chinese advertisement, the rhyming and overlapping words can enhance the music and rhythm of the advertisement, and the special techniques such as the dual, the top, the back and the poem, the Tibetan poem and so on can enhance the advertisement. in addition, that mix language is also refer to the Chinese advertisement to form a mark to cater to the consumer's "Mu-wai" psychology, To arouse their interest. The identification and analysis of the marks in the commercial advertisements of English and Chinese are for the two kinds of language advertisements The translation is of great significance. Under the guidance of the theory of marking, through the analysis of the collected advertisements and its translation, this paper concludes that in the commercial advertisements of English and Chinese, such as the imperative sentence, the question, the analogy, the anthropomorphic, the anti- a mark formed by the same means, which can be translated directly into another language at the time of translation; the marking with a language characteristic and a cultural characteristic can only be selected In English, the marks formed by the rhyming, the harmonic, the rhyming, the homologous words, the new words, the acronyms, the split sentences and so on can be marked by the Chinese, such as the rhyming, the tone, the four-character, the dual, the top, the back, the poem and the mixed language. notation And vice versa;2. English and Chinese advertisements often make a unique "shaping" to some well-known idioms, proverbs, quotes, songs, poems, and so on to form an unforgettable mark, and if there is a similar expression in the other's culture, it can be "trunk>" sha in a similar way. ping ", if there is no similar expression, you can select the recommended strategy in 1, and the mark in 1 can also be selected in 2 the method is to be converted;3. a mark formed by a great difference in culture, and it is suggested to adopt a compliance strategy, otherwise the advertisement can be It can be rejected by local consumers. Although there are many limitations in the literature to be read, the advertisements collected and the degree of proficiency of the two languages in English and Chinese, it is still our sincere hope that this study will be
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：H315.9

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