摘要
从标记理论的角度探讨英汉商业广告的翻译方法,对标记理论与商业广告大量的研究和对照,发现二者间有一种内在的天然联系。"标记式"是"无标记式"的变体,"广告语言"是"大众化日常语言"的变体。这两种语言变体均是为表达某种特别含义、特别情感而脱离常规语言的特别语言表达方式。商业广告有其明确的功能和目的——AIDMA。为了实现这些功能和目的,商业广告中大量使用"标记式"。考虑到英汉两种语言和文化方面的差异,英汉广告中的"有标记式"和"无标记式",恰如其分的转换绝不能忽视。文章从"词形标记"和"音律标记"两个方面入手进行英汉广告中标记转换问题探讨,为确保英汉商业广告翻译的有效性提供了一个新的角度。
This paper aims to explore the ways of translation from English commercial advertisement to Chinese commercial advertisement from the perspective of Markedness Theory. After substantial researches on and comparisons between Markedness Theory and commercial advertisement, a natural and inherent connection between them is finally found. A marked pattern is the variant of an unmarked pattern and advertising language is the variant of daily language. Both of the two variants deviate from regularity with the purpose of expressing some special meanings, emotions and something like. Commercial advertisement possesses their own explicit functions and purposes -- AIDMA. In order to achieve them, many ＂marked patterns＂ are employed in commercial advertisement. Considering the disparities between English and Chinese languages and cultures, a proper transformation of marked patterns and unmarked patterns in Eng- lish and Chinese advertisement cannot be neglected. The study provides a new way to secure an effective and powerful translation from E-C commercial advertisement.
出处
《四川理工学院学报（社会科学版）》
2010年第2期121-125,共5页
Journal of Sichuan University of Science & Engineering(Social Sciences Edition)
基金
吉林省社会科学基金资助项目(2009114)
关键词
标记理论
商业广告
变体
翻译
Markedness Theory
advertisement
variant
translation
