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作为商业广告之一种,房地产广告具有商业广告的共同特征,但因民族文化和心理的影响,又有其用词上的特殊性。英译实践中,译者应了解中英房地产广告的不同特征及背后的受众心理,基于目的性原理,采用归化策略,产生符合英美受众心理的英译,以达成广告的商业目的。
As a kind of commercial advertising, real estate advertising has the common characteristics of commercial advertising, but because of the influence of ethnic culture and psychology, it also has its particularity in terms of words. In the English translation practice, the translator should understand the different characteristics of Chinese-British real estate advertisements and the audience psychology behind them. Based on the principle of purpose, they adopt a naturalization strategy to generate English translation that meets the psychology of British and American audiences in order to achieve the commercial purpose of advertising.