摘要
作为经济全球化之下市场拓张的先驱者,广告承载着重要的历史使命。而广告翻译的相关研究也已成为了学界的热点之一。结合定性与定量的研究方法,本文给出一份趋向性研究,试图通过整理近十年来广告翻译相关研究的论文,提供一个系统的框架,并从中推断出广告翻译研究的发展脉络。综述结果显示,以2005年为临界点,关于广告翻译研究的论文增幅明显,这一领域内的研究得到了扩展和提升,出现了更多新视角、跨学科研究,有关语言学、美学、文化及目的论范围内的跨学科研究正显现其积极的作用和影响。但有关理论与实践的深层次关系关注不够,而实地考察中发掘更多更好的译例亦显不足,很多跨学科、跨专业间的角度都等待被发现和认知。
As the pioneer of market expansion in economic globalization, advertising bears an important mission. And the study of the advertisement translation has become one of the hottest spots in academic circles. This paper combines the qualitative and quantitative methods and tries to provide a systemic picture and the future orientation of the advertising translation field through sorting out papers about advertisement translation studies in the past decade. The result of the research shows that the published papers on advertising translation are springing up especially after the year of 2005. The research in this field has been improved and expanded. For example, there are more neodoxy including coming forth more interdisciplinary perspectives. Studies that cross linguistics, aesthetics, culture, and marketing-skopos realms are showing positive impact on advertising translation. In the future, more researches should explore deep links between theory and practice, more good translation examples should be found in a field survey. There are many more angles of interdisciplinary and transdisciplinary studies are still waiting for a searching eye.
