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广告语言的映象象似性及其翻译策略 被引量:4

On the Imagic Iconicity in Advertising Language and Its Translation Strategies
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摘要 象似性的翻译观近年来被学者们提出并被应用到诗歌等文学翻译中,但鲜少应用于实用性较强的广告语言的翻译中。本文将象似性理论运用到广告语言的翻译研究中,从映象象似性原则中语音象似与视觉象似两个层面探讨广告语言中拟声象似、联觉音组、韵律节奏以及视觉象似等各个方面的翻译策略,证明象似性的翻译观作为一种翻译视角应用到广告语言的翻译中可以取得相应的翻译效果。 In recent years some scholars proposed the iconic perspective for translation which was applied to literary translation such as poetry translation,but it was rarely applied to the translation of practical texts such as advertisement.This paper is a tentative application of iconicity theory to the translation studies of advertising language.From the perspective of imagic iconicity,it attempts to explore the translation strategies of phonological iconicity and graphological iconicity in advertising language which included four aspects,namely,onomatopoeia,phonaesthesia,rhyme and rhythm and visual iconicity,to prove that the iconic view as a translation perspective can be applied to the translation of advertising language to achieve the appropriate effect in translation.
作者 温玲霞
出处 《中北大学学报(社会科学版)》 2016年第3期61-64,共4页 Journal of North University of China:Social Science Edition
基金 2015年度洛阳市社会科学规划项目:拟象象似性在英汉广告翻译中的译法研究(2015B181)
关键词 广告语言 映象象似性 翻译 advertising language imagic iconicity translation
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