广告中的模糊语言及其翻译基于功能对等理论-fuzzy language in advertisements and its translation based on functional equivalence theory.docx

I I 摘 要 语言模糊性指词语所指范围的边界不确定的属性。从认识论和认识科学的视角而论, 语言的模糊性不仅源于客观事物本身的模糊性,也源于人们对客观对象的认识的局限性 和不确定性。语言的模糊性不但不会影响交际，而且在日常语言交际中,模糊语言表达 会比精确语言更得体、生动、委婉，更意味深长，从而使得自然语言更具有表现力。 在当今社会，模糊语言广泛存在于各个领域中，在广告中，模糊语言也被大量使用 以达到传递商品信息，吸引消费者，促销商品，提升企业形象。而广告的翻译由于其面 对的语言背后的文化差异，不仅重要，而且困难。本文结合奈达的功能对等理论，对广 告中模糊语言的翻译进行了分析。 除了引言和结论部分，本论文总共由四章组成，第一章简单地介绍什么是模糊语言 及模糊语言与精确语言间的转换，接着介绍国内外的模糊语言研究现状以及所取得的成 就和局限性。 在第二章中，本文分析广告语言的特点及广告中的模糊语言，然后分析 广告中模糊语言的特殊功能, 经过分析发现在广告中适当的使用模糊语言有许多积极 作用。基于本文是从奈达的功能对等理论的角度对广告中模糊语言的翻译进行研究，作 者在第三章中展示了奈达的功能对等理论及其重要性,及把功能对等理论运用于广告中 模糊语言翻译的可行性。在最后一章，在功能对等理论的指导下，作者通过具体案例分 析了广告中模糊语言的翻译。 关键词：模糊语言，广告中的模糊语言，广告翻译，功能对等 II II Abstract Vagueness of language refers to the uncertainty of boundaries of a term. From the perspective of epistemology and cognitive science, vagueness of language not only originates from vagueness of objective things themselves, but also from people‘s limitation and uncertainty in understanding them. Vagueness of language does not affect communication. On the contrary, vague language is more decent, vivid, tactful and more beautiful than precise language in daily communication, which makes natural language more expressive. In today‘s society, vague language is widely used in various fields, which is also used by large amount in advertising activities to reach the goal of delivering information of products, attracting consumers, promoting products and enhancing image of enterprises. Faced with the cultural differences behind two languages, translation of advertisements is not only important but also difficult. This thesis will analyze translation of vague language in advertisements under the guidance of Nida‘s Functional-Equivalence theory. Besides introduction and conclusion, this thesis is composed of four chapters. The first chapter is a general study of what vague language is and the transformation between vague language and precise language. Then I make a literature review of vagueness of language, and the achievements and limitedness. In the second chapter, I