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1、畢業(yè)設(shè)計(jì)（論文）課題名稱順應(yīng)理論視角下的廣告翻譯學(xué)生姓名學(xué)號(hào)系、年級(jí)專業(yè)外語系2007級(jí)英語語言學(xué)指導(dǎo)教師職稱副教授2011年5月21日ATentativeStudyofAdvertisingTranslationFromAdaptationTheoryAbstractAdvertisementtranslation,anobjectivecross-culturalactivity,requiresnotonlytheobservanceofthegeneralprinciplesoftranslationbutalsokeep
2、ingitsowncriteriaandfeatures.Itaimstoachievetheultimatepurposeofadvertisement?Verschueren^adaptationtheorycanexplainandsolvealotoftranslationalphenomena?Itclaimsthattheprocessofusinglanguageisaprocessofthecontinuousmakingofchoices,consciouslyorunconsciously,forlanguag
3、e-internalandlanguage-externalreasons.AccordingtoVerschueren,languagehasthreefeatures:variability,negotiabilityandadaptability,andadaptabilityisthecoreofthelanguageusing(Verschueren,1999:58)Thisthesisattemptstorevealhow,underthistheoreticalframework,differentyetinterd
4、ependentconstraintsonthetranslationprocessplaytheirrolesinthetranslationofadvertisementthroughthecomparisonbetweenthesourcetextandthetargettext.Thisresearchisatentativeattempttostudyadvertisementtranslationwithinthetheoreticframeworkofadaptationtheory,lookingforwardto
5、provideanewprospectiveandsomeenlightenmenttoadvertisementtranslation.Keywords:adaptabilityadvertisingtranslation;AdaptationTheory;variability;順應(yīng)理論視角下的廣告翻譯研究摘要廣告翻譯是一種目的性很強(qiáng)的跨文化交際活動(dòng)，它在遵循翻譯原則的同時(shí)還顧其獨(dú)特的標(biāo)準(zhǔn)和特點(diǎn)，以便達(dá)到廣告的最終的商業(yè)目的。維索爾倫(Verschueren)的“順應(yīng)論”對(duì)翻譯有很強(qiáng)的解釋力，它強(qiáng)調(diào)語言使用的過程就是一個(gè)基于語
6、言內(nèi)部和外部原因在不同的意識(shí)程度下不斷作出語言選擇的過程。語言具有變界性、商討性和順應(yīng)性，順應(yīng)性是語言使用的核心。本文試圖以語用順應(yīng)論為理論依托，對(duì)影響廣告翻譯的各種不同但又相互聯(lián)系的因素作一探討，通過對(duì)原文和譯文的各個(gè)層面的比較，說明廣告翻譯的過程也是一個(gè)順應(yīng)語境因素不斷作出選擇以達(dá)到廣告商業(yè)目的的過程。關(guān)鍵詞：廣告翻譯；順應(yīng)論；變異性；商討性；順應(yīng)性ContentsAbstract【中文摘要IIIntroduction11TheTheoreticalBackground21.1AnOverviewofVerschueren9s
7、AdaptationTheory21.2FeasibilityofAdaptationTheoryforAdvertisingTranslation52TheIntroductionofAdvertising62.1TheDefinitionofAdvertising62.2TheClassificationofAdvertising72.3TheFunctionofAdvertising72.4TranslationofAdvertising83ThePracticeofAdaptationinAdvertisingTransl
8、ation83」ThePracticeofAdaptationinLinguisticField83.2PracticeofAdaptationinSocialWorld11Conclusion14Bibliography15Acknowledge
