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不同的翻译文体需要不同的翻译理论作指导;广告,即广而告之。广告根据其目的性分为经济广告与非经济广告,经济广告是以盈利为目的广告,又称商业广告。随着社会经济的飞速发展,商业广告在人们生活中越发重要,它搭建起了营销者与消费者之间的桥梁,因此商业广告的翻译就显得尤为重要了。那么,针对这种文体,我们又应该用什么翻译理论去指导呢?本文将通过对比严复的“信、达、雅”翻译原则与尤金·奈达的功能对等翻译理论,以及对实例的分析,具体谈谈商业广告翻译需要注意的方面。
Different translations require different translation theories to guide them; advertisements are widely advertised. Advertising according to its purpose is divided into economic advertising and non-economic advertising, economic advertising is the purpose of advertising for profit, also known as commercial advertising. With the rapid development of society and economy, commercial advertisement is more and more important in people’s life. It builds the bridge between marketer and consumer, so the translation of commercial advertisement is especially important. Then, what kind of translation theory should we use to guide this kind of style? This article will compare Yan Fu’s translation principle of “Faith, Darcy and Grace” with Eugene Nida’s functional equivalence translation theory, Examples of the analysis, specifically talk about commercial advertising translation needs attention.