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历来翻译界对直译和意译的争论就没有停止过,从历史上看,归化和异化可以视为直译和意译的概念延伸,但又不完全等同于直译和意译。直译和意译所关注的核心问题是如何在语言层面处理形式和意义,而异化和归化则将视野扩展到语言、文化和美学等因素。广告翻译是一种跨文化的信息再创作,文化因素在广告文本的翻译中起着至关重要的作用。本文就归化与异化策略,探讨了其在广告翻译中的具体运用。
Historically, the debate on literal translation and free translation has never ceased. From a historical point of view, domestication and alienation can be regarded as conceptual extensions of literal translation and free translation, but not entirely equivalent to literal translation and free translation. The core issue that literal translation and free translation focus on is how to deal with forms and meanings at the linguistic level, while alienation and domestication extend the field of vision to such factors as language, culture and aesthetics. Advertising translation is a cross-cultural information re-creation, cultural factors play a crucial role in the translation of advertising texts. This article discusses the strategy of domestication and foreignization in advertising translation.