摘要
为了增强艺术性和感染力,广告语言常常会融入特定的文化意象。该类广告一般在本国市场能够达到很好的宣传效果,但在产品的跨国销售时,往往会遭遇"文化门槛"。由于文化存在地域和民族的差异,这些原本十分成功的广告在异国的销售市场上可能达不到原本的效果,这就要求在广告翻译时对其中的文化意象进行重构。广告翻译中文化意象的重构应该遵循最佳关联原则,让目的读者能用最少的努力达到与原语读者相类似的心理效果,获得广告翻译最佳的语境效果,从而实现产品销售的最终目的。
Cultural images are usually employed in the composition of advertisements to enhance their artistry and appeal. But put into foreign markets, advertisements with cultural images will probably fail to take effect because of cultural differences. Therefore, when translating such advertisements, translators should reconstruct those cultural images so as to achieve the same effect as the original. From the perspective of Relevance Theory, translators should make the version optimally relevant to the cognitive context of the target readers so that they can obtain the same contextual effect with the least effort.
出处
《合肥学院学报（社会科学版）》
2012年第1期78-82,共5页
Journal of Hefei University:Social Sciences
关键词
广告翻译
文化意象
关联
重构
advertisement translation
cultural image
relevance
reconstruction
