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根据顺应论,广告翻译的过程是一个不断进行语言选择的过程,其语言的选择具有变异性、协商性和顺应性。广告翻译中的顺应主要表现为语境顺应,包括语言语境顺应和交际语境顺应。广告译者应充分考虑翻译生态环境中的诸语境因素,采取“多维顺应”的翻译策略,从不同的角度来顺应消费者需求,从而取得预期的广告效果,实现广告主的交际意图。
According to Adaptation Theory, the process of advertisement translation is a continuous process of language selection. Its language choice has the characteristics of variability, negotiation and compliance. Conformity in advertising translation mainly manifests itself as context compliance, including linguistic context adaptation and communicative context adaptation. Advertising translators should take full account of contextual factors in the translation eco-environment and adopt a multi-dimensional translation strategy to meet the needs of consumers from different perspectives so as to achieve the desired advertising effect and achieve the communicative intention of advertisers .