摘要
本文以Halliday的功能语言观为理论框架,把商业广告进一步分为以概念元功能为导向和以人际元功能为导向的商业广告语篇,从语篇的体裁目的层面分析商业广告的翻译对等问题,探讨广告语篇体裁与最佳翻译策略选择之间的动态关系。提出商业广告的翻译等值评价应放到社会语境这个宏观层面上去考虑,译文只要能够完成商业广告的社会目的——吸引公众注意力和目光,达到一定的宣传效果——就是好译文。
With Halliday＇s Systemic Functional Grammar as the theoretical framework,this paper categorizes the collected commercial advertisements as the ideational-metafunction oriented advertisements and the interpersonal-metafunction oriented advertisements,and discusses the dynamic relationship between the genres and the optimum choice of translation strategies. In translating the commercial advertisement from the source language to the target language,the criterion of equivalence should be located on the level of context of culture,which takes the achievement of equivalent social purpose between the source text and translation work as the ultimate criterion for evaluating the translation work. As long as the social purpose can be achieved,any kind of translation methods can be adopted.
出处
《外语学刊》
CSSCI
北大核心
2015年第2期98-101,共4页
Foreign Language Research
关键词
社会目的
概念元功能
人际元功能
商业广告
翻译策略
social purpose ideational metafunction interpersonal metafunction commercial advertisement
