谈香水广告翻译中的“不忠实”现象——语用等效原则在香水广告翻译中的应用

• 作 者: 杨丹
• 机 构: 江苏省盐城师范学院,
• 出 处: 作家
• 发表日期: 2008年20期
• 关键词: 语用等效 广告翻译 期望视野 社会价值观 不忠实 广告语言艺术 语用意义 目标读者 文学作品翻译 电影名

本文从语用学角度出发,通过对语用意义和语义意义的区分,针对广告语言艺术的特点,提出了广告翻译应遵循的原则是语用等效原则;并指出为了取得语用等效,常牺牲或改变语义意义,从而不可避免产生语义偏离。本文所研究的香水广告翻译中“不忠实”现象的产生,就是语用等效原则的应用。其背后客观上是由于目标读者的期望视野的差异和社会价值观的不同所造成的。

Based on the distinction of pragmatic meaning and semantic meaning and the characteristics of advertising language art, this paper proposes that the principle that advertisement translation should follow is pragmatic equivalence principle, and points out that in order to achieve pragmatic equivalence, Often sacrifices or changes semantic meaning, thus inevitably produce semantic deviation. This article studies the perfume advertising translation “unfaithful ” phenomenon is the application of pragmatic equivalence principle. Behind its objective objectively is due to the difference between the expected target audience and social values ​​caused by the difference.