摘要
从文化图式差异即文化图式缺省和文化图式冲突出发,研究中英文广告语之间的翻译,以期丰富广告语的翻译研究。通过对中英文广告语及其翻译实例的对比分析发现:一是文化图式的差异包括文化图式缺省和文化图式冲突,能够导致中英文广告语的差异,从而阻碍它们之间的翻译。二是增译、减译、改译和套译等翻译技巧的使用,可以帮助译者在中英文广告语的翻译的过程中正确处理由文化图式差异所引起的广告语的差异,使得广告译本易于被其受众理解和接受。
In order to enrich the translation research of advertising language,the research concerning the translation of advertising language between Chinese and English has been done from the perspective of the differences of cultural schemata that is to say from the perspective of the defaults and conflicts of cultural schemata.Through the comparative analysis of Chinese and English advertising language and the translation examples,it is found that:First,the differences of cultural schemata including defaults of cultural schemata and conflicts of cultural schemata can lead to the differences between Chinese and English advertising language,which impede the translation between them.Second,the use of addition,omission,adaption and structure-borrowing in the process of translating advertisements can help the translators deal with the differences of the Chinese and English advertising language caused by the cultural schemata properly and make the translated versions of advertisements more easier to be understood and accepted by their target audiences.
作者
翟舒
雷明
ZHAI Shu;LEI Ming(College of Foreign Languages,Northeast Forestry University,Harbin 150040,China)
出处
《黑龙江教师发展学院学报》
2020年第3期132-135,共4页
Journal of Heilongjiang Institute of Teacher Development
关键词
文化图式差异
文化图式缺省
文化图式冲突
中英文广告语
翻译技巧
differences of cultural schemata
defaults of cultural schemata
conflicts of cultural schemata
Chinese and English advertising language
translation skills
