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交际翻译论认为译文应该以内容与语言都能被其目的语读者所理解和接受为原则来翻译原作的语境含义。广告语言旨在介绍产品并最终促成其销售活动。英语广告要想在中国市场获得成功,其汉译策略的选择显得尤为重要。因此,本文从交际翻译论出发,提出了异化、归化、修辞三种广告英语汉译策略,并加以详细论证。
The communicative translation theory believes that the translation should translate the contextual meaning of the original by the principle that both content and language can be understood and accepted by the target language readers. The advertising language is designed to introduce the product and ultimately to its sales activity. English advertising in order to be successful in the Chinese market, the choice of Chinese translation strategy is particularly important. Therefore, from the perspective of communicative translation, this paper proposes three strategies of Chinese translation of alienation, domestication and rhetoric, and gives detailed argumentation.