品牌文化影响下的广告翻译原则和策略研究-以香奈儿香水广告为例_英语论文

Principles of Advertisement Translation Under its Brand Culture:——Give Chanel Female Perfume as Example

摘要

随着全球经济的不断发展，市场竞争这场没有硝烟的战争愈演愈烈。其中广告的地位无疑是举足轻重的，尤其是经济广告发挥着重要的商品促销作用。从而使广告翻译成为翻译界和学术界的热门研究话题。广告翻译因其特殊性而不同于文学翻译、法律翻译等其它任何类别的翻译，它有自己特有的原则和技巧。本文从传统的翻译原则入手，基于伟大的翻译学家和语言学家——奈达的功能对等理论，并结合商品广告品牌文化，对广告翻译进行研究。在理论基础上，笔者通过具体案例和数据分析，以法国著名女士香水品牌“香奈儿”为研究对象，总结归纳出在其品牌文化影响下的商品广告翻译的三大原则——简洁性、创造性和说服性。笔者认为，该四大原则在当下广告翻译研究中具有可行性、指导性和推广性。

关键词：广告翻译 翻译原则 功能对等理论 品牌文化 

Abstract

With the development of financial globalization, the war of marketing competition becomes more and more fierce. Advertisement played a very important role in the whole process especially financial advertisement, which has a huge effect on promotion business. And that advertisement translation has become a pop issue for the translators and scholars to research. This thesis started from traditional translation principles. It based on the great translator and linguist Nida, whose famous theory of “Nida’s Functional Equivalence Theory”, and also combined with relevant commercial advertisement brand culture. Therefore gave a deep research on commercial advertisement translation. According to the concrete case and data analysis, the author gave the famous French female perfume “Chanel” as example and had analyzed three basic advertisement translation principles under its brand culture. They are conciseness, creativity, persuasion.

Generally speaking, through writing this thesis, the author tries to explain clearly these for advertisement translation principles are practicable, directive, extensible.

Key words: advertisement translation principle brand culture Functional Equivalence Theory.