摘要
顺应论从一种崭新的语用视角来考察语言的使用情况,是一个极具解释力的语言学理论。该理论认为,顺应性是人类使用语言的本质特征,这恰巧与动态的翻译过程不谋而合,因此,顺应论对翻译研究有很好的辅助作用。文章以运动广告为例,从语用顺应论视角看此类广告翻译顺应性的体现,从而得出:成功的广告翻译实质是对语言的成功顺应。
Adaptation Theory deals with language usages from a new angle of pragmatics, which has great explana- tory power. The theory claims that adaptability is the nature of human language, which just coincides with the dynamic process of translation. Thus, Adaptation Theory plays a very supportive role in the study of translation. The essay presents a discussion of the adaptation of advertising translation on the basis of Adaptation Theory with examples of sports advertisements, and concludes that the success of advertising translation represents, as a matter of fact, the success of language adaptation.
出处
《成都师范学院学报》
2013年第7期97-99,共3页
Journal of Chengdu Normal University
关键词
顺应论
运动广告的翻译
顺应性
Adaptation Theory
translation of sports advertising
adaptability
