論英語廣告中的隱喻及其翻譯_翻譯專業英語論文
文檔分類: 翻譯專業 文檔上傳會員:十年約 上傳時間:2017-11-27
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Abstract and Key Words

Abstract: This study aims to analyse metaphor and find out the translation of metaphor as applied in the rendering of commercial advertisement from English to Chinese. Advertisements have become a key issue in language study with advertisements’ prompt development, and the frequent international communication. The thesis puts emphasis on the rendering of the English advertisements, because English advertisements prevail in our daily life as English is a major international commercial language. The author introduces the functions of metaphor in advertising and concludes that metaphor is the soul of advertisement, and advertisement translation is metaphor translation, to some extent. Then the author proposes the strategies of metaphor rendering in advertising. The thesis aims at enriching the study of metaphor translation, through the angle of advertising which embodies a vivid feature of metaphor and plays an important role in our economy and life. 

Key words: advertising; metaphor; translation

摘要:本文旨在以文字的商業廣告為研究對象,研究廣告中隱喻的英漢翻譯策略及實例。隨著國際間的交往日益頻繁,廣告得以迅猛發展。現代廣告語言研究已成為語言研究的一個主要方向。本文著重介紹了英語廣告的翻譯,因為英語是最主要的國際商業語言,英語廣告主導著國際市場。本文作者通過介紹廣告中隱喻的作用,從而指出隱喻是廣告的靈魂,廣告翻譯的關鍵在于隱喻,繼而提出了一些翻譯策略。本文選擇在我們經濟和生活中日顯重要的,并最具隱喻語言特色的廣告為要點來探討隱喻翻譯的問題嘗試對隱喻翻譯研究作出自己的思考。

關鍵詞:廣告;隱喻;翻譯

1. Introduction
Based on the understanding of metaphor as an important means of conceptual thinking, this thesis attempts to find out the strategies and principles of metaphor translation in advertising from the cognitive point of view.
In today’s world, advertising is becoming a more and more prosperous industry. Every day, we are all exposed to hundreds and even thousands of advertisements. It plays an important role in building image, establishing brand awareness, promoting international business and so on. Since English has become one of the main international languages, English advertisements prevail in our daily life. So it is important for us to have a good and precise comprehension of the English advertisements. With economic globalization, China needs to interflow with other countries about commodities more frequently and extensively. However, the success of international business or competition of the economic market is mostly relying on the information from advertisements. So the translation of advertisements, as much a hard work as anything else and requires tremendous work.
 

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