关联-顺应视角下的广告翻译分析-外国语言学与应用语言学专业论文.docxVIP

Harbin Harbin Institute of Technology Graduation Thesis for the MA Degree 哈尔滨工业大学硕士论文 -ii- -ii- 既与原文文本有着最佳关联，又符合译语消费者的接受能力和审美期待的广告翻 译文本，一定会获得令人满意的商品宣传和推销效果，在国际市场上赢得良好的 品牌信誉和商业效益。 关键词：广告翻译；关联-顺应模式；翻译过程；明示-推理；动态顺应 -iii- -iii- Abstract With the rapid development of global economy, advertisements have become an indispensable part in commercial activity. Advertisement translation, as a major means for an enterprise to engage in cross-national trade and establish brand images, plays an important role in international trade. Therefore, the study on advertisement translation is a hotspot of practical significance. The traditional Chinese translation principle of Xin-Da-Ya, equivalence translation theory and functionalist translation theory in the West have been widely applied in the field of translation, some fruitful achievements have been made. However, these principles and theories are under much controversy because they confine and trap the translator to some extent, which is not conducive to the development of advertisement translation theories and practice, thus hindering the international commercial and cultural exchanges. Because of the uniqueness of advertisement language, during the process of advertisement translation, the translator has to take into consideration both the intended meaning in the original advertisement and the linguistic, social, cultural and mental reality of the target consumers. In this thesis, on the basis of previous studies, the author attempts to construct a new translation model— the Relevance-Adaptation-based model on advertisement translation for the purpose of better studying and interpreting the advertisement translating process with a desire to render service for the development of commodity economy. The Relevance-Adaptation-based model on advertisement translation is a dynamic research model constructed on the basis of Relevance Theory by Sperber Wilson (2001) as well as Adaptation Theory by Verschueren (2000). From the persp