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汽车广告翻译是一个尚待深入的研究领域。本文应用评价系统理论,对比分析原文和译文中的态度资源,讨论汽车广告翻译中应对消费者情感需求的策略。研究数据来自宝马7系汽车网站上的英汉广告文本。统计发现,广告原文和译文中都存在对态度资源的使用频度较高,在不同章节资源使用的比例各异的现象。而不同点在于,译文中态度资源得到了大幅度的增加,态度资源的语义重点也发生了变化。本文认为,态度资源的使用主要受到以人为本、以物传情、以情动人的公司营销策略的影响。其他影响因素包括消费者、文本类型、英汉语言习惯以及文化差异。
Automotive Advertising Translation is a field that needs further study. This article applies the theory of appraisal system to compare and analyze the attitude and resources in the original and the translation, and discusses the strategy of coping with the emotional needs of consumers in the translation of car advertisement. The research data comes from the English-Chinese advertising text on the BMW 7 Series Automotive website. Statistics show that both original texts and translated texts have a high frequency of use of attitude resources and different proportions of resources used in different chapters. The difference is that the translation of attitude resources have been greatly increased, the attitude of the semantic focus of resources has also changed. This paper argues that the use of attitudinal resources is mainly influenced by people-oriented, materialistic and emotional marketing strategies. Other influencing factors include consumers, type of text, English-Chinese language habits and cultural differences.