摘要
随着社会经济、政治、文化的发展,广告几乎已经渗透到各种公共场合甚至私人空间。汉、英广告在各自依托和反映的语言和文化方面都存在巨大差异,同时,广告文体具有信息性和诱导性的特点。因此,广告翻译要求译者从生态翻译学角度出发,努力实现语言维、文化维、交际维等多维转换,最大程度提高整合适应选择度,从而使广告译语文化背景下的受众者产生与原文在源语文化背景中同样积极的心理回应。
With the development of economy,politics and culture,ad has been frequently seen in public areas and even in private space.Great differences have been found in both language and culture that Chinese and English respectively lie on and reflect.What is more,ad text is of the characteristics of information and promotion.Therefore,ad translators should try to achieve on the basis of eco-translatology the multi-dimensional transformations including linguistic dimension,cultural dimension and communicative dimension to maximize the degree of holistic adaptation and selection with a view to make the target readers have the same positive psychology reaction as that of the readers in the source language culture.
出处
《西南科技大学学报（哲学社会科学版）》
2011年第2期74-76,94,共4页
Journal of Southwest University of Science and Technology:Philosophy and Social Science Edition
关键词
生态翻译学
广告翻译
多维转换
整合适应选择度
Eco-translatology
Ads translation
Multi-dimensional transformations
Degree of holistic adaptation and selection
