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广告促销的成功与否将直接影响企业产品的销售情况,其创意的好坏也将对企业品牌的形象产生深远的影响。好的广告往往采用创意和内容取胜,诱发广告受众的消费欲望,最终促使他们采取购买行为。广告商往往使用各类修辞手段,应用多样的语言特征来加强广告语的说服力。其中语用预设因具隐蔽性、主观性及单向性等特征,恰好可以衍生出广告所需的策略性,因此成为商业广告语篇中频繁使用的语言策略。广告语中语用预设的分类基于社会心理的角度可分为四大类,分别是存在预设、事实预设、信念预设和状态预设。预设能从不同的方面服务于广告,首先语用预设作为隐藏的推理信息扩大了广告的信息量;其次语用预设使得推销信息含蓄化,迎合了现代消费者的心理。在广告翻译过程中,译者要格外关注源语文化中存在的预设对翻译所带来的影响,选择恰当的翻译策略,针对不同的情况对预设信息进行保留、增添或改写处理,使广告译文也能达到同等的宣传效果。
The success of advertising promotions will directly affect the sales of enterprise products, the quality of their ideas will also have a profound impact on the corporate brand image. Good ads tend to use the creative and content to win, the desire to induce advertising spending audience, eventually prompted them to take the purchase behavior. Advertisers often use a variety of rhetorical devices, using a variety of language features to enhance the persuasiveness of advertising slogans. The pragmatic presupposition can derive the tactics necessary for advertising because of the characteristics of concealment, subjectivity and one-wayness, which makes it a frequently used linguistic strategy in discourse of commercial advertisement. The classification of pragmatic prepositions in advertising language can be divided into four categories according to the perspectives of social psychology. They are existential presupposition, presupposition of fact, presupposition of belief and presupposition of state. The presupposition can serve advertisements from different aspects. Firstly, pragmatic presuppositions expand the amount of advertisement information as hidden reasoning information. Secondly, pragmatic presuppositions make the marketing information subtle and cater to the psychology of modern consumers. In the process of advertisement translation, the translator should pay special attention to the influence of the presuppositions existing in the source language culture on the translation, select the appropriate translation strategies, and preserve, add or rewrite the preset information for different situations so that Advertising translation can achieve the same effect of publicity.