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1、 分类号 UDC 密 级 （ 学 号 1105020021 顺 应 论 视 角 下 广 告 硕士学位论文 语 翻 译 的 归 化 与 顺应论视角下商业广告语翻译的归化与异化研究 异 化 研 究 ） 燕琳 燕 琳 西 安 学 科 门 类 ： 文 学 理 工 学 科 名 称： 外国语言学及应用语言学 大 学 指 导 教 师 ： 李庆明 申 请 日 期 ： 2014 STUDY ON DOMESTICATION AND FOREIGNIZATION IN COMMERCIAL ADVERTISEMENT TRANSLATION FROM THE PERSPECTIVE OF ADAPTATION T
2、HEORY by Yan Lin Under the Supervision of Professor Li Qingming A Thesis Submitted to the Graduate School of Xian University of Technology in Partial Fulfillment of the Requirements for the Degree of Master of Arts Xian, China 2014 西安理 工大学硕士学位论文 2 摘要 论文题目：顺应论视角下商业广告语翻译的归化与异化研究 学科名称：外国语言学及应用语言学 研 究 生
3、：燕琳 签 名： 指导教师：李庆明 教授 签 名： 摘 要 近年来，全球经济一体化愈演愈烈，许多中国企业纷纷走出国门寻找更广阔的国际 市场。好的广告语可以帮助商品生产者抢占市场，增强产品社会影响力，进而促进产品 的销售，为企业带来 丰厚的利润。因此，为了将产品成功的推向市场，广告商们对广告 语精益求精，费尽心思让消费者对产品感兴趣，并最终产生购买的欲望。众所周知，英 语已成为当今的世界通用语。生产者要想更好的抢占国际市场先机，创造出国际品牌， 商业广告的翻译就显得十分必要。 “归 化 ”和 “ 异化 由 美国 翻 译家 韦 努蒂 (L Venuti)提出， 但 是 这两 个概 念 在中西方 都
4、已经以不同的形式存在很久。回顾中西方的翻译史，可以分别找到两种策略的支持者。 鉴于不同类型的语言文本有着不一样的交际目的 ， 因此 ， 在翻译时会侧重偏向于归化或是 异化 ， 也会产 生不同的结果 。 目前 ， 很多学 者 试图在两者之间做出选择 ， 但苦于寻找一个 合适的理论指导 。 1999 年 ,维索尔伦 , 提出了顺应论 ,为语用学研究提供了一个综合的视角 , 同时也为翻译研究提供了指导 。 他把语言使用的过程看作是语言选择的过程 ， 目的是为了 在特定的感受力下适应当时的交际需要 。 商业广告语翻译不同于其他的文本翻译 ， 它的特 殊之处在于它是一种信息传递的载体但却区别于面对面的交
5、流 。 它始终处于一种复杂的选 择过程之中 ， 要进行心理顺应 ， 文化顺应等等 。 相应地 ， 归化和异 化 也处于不断的顺应过 程之中。 本文以维索尔伦的顺应论 为基础 ， 以商业广告语为语料 ， 来探讨和解决归化与异化两 种翻译策略的选择问题 。 通过广告翻译实例的分析得出 ， 我们不能用好坏优劣来区别归化 与异化 。 在特定的情 境 当中 ， 为了顺应不同 的 翻译目的和不同的读者群体 ， 译者会受 到 一 些相关因素的影响 ， 会 根据情况来选择最适合的翻译策略 。 不管选 择 哪种翻译策略 ， 只 要 做到了顺应那就是合理的 。 因此 ， 在对商业广告语进行翻译时 ， 译者从顺应论
6、的角度出发， 根据实际情况，选用最佳的翻译策略。 关键词： 顺应论；归化 ；异化； 商业广告语翻译 i 西安理工大学硕士学位论文 ii ABSTRACT Title: STUDY ON DOMESTICATION AND FOREIGNIZATION IN COMMERCIAL ADVERTISEMENT TRANSLATION FROM THE PERSPECTIVE OF ADAPTATION THEORY Major: Foreign Linguistics and Applied Linguistics Name: Lin Yan Signature: Supervisor: Prof
7、. Qingming Li Signature: Abstract With the ongoing of globalization, more and more Chinese enterprises have expanded their business from domestic market to world market in recent years. A good advertisement can help producers to seize market opportunities, enhance enterprises reputation and bring hu
8、ge profits for producers. For the purpose of marketing a product, advertisements should arouse consumers interest, emotion, and purchases desire. As we all know, English has now become an international language in the world today. In order to better grasp market opportunities and build up an interna
9、tional brand, it is necessary for producers to seek for successful commercial advertisement translation. The two translation strategies of “domestication” and “foreignization” were put forward by American Translator Venuti in recent decades, but similar concepts have long existed in both China and t
10、he West. Advocators for either of the two strategies could be found at home and abroad, weighing one over the other during different periods of time. At present, many experts have attempted to make a choice between the two, but failed in finding a proper solution. In 1999, Adaptation Theory proposed
11、 by Jef Verschueren, which supplies an integrated perspective for pragmatics, provides guidance for translation studies at the same time. In his option, the process of using language is the process of making choice, which aims to cater for different communicative needs in certain circumstances. Tran
12、slation of commercial advertisements is different from that of other genres because it is the carrier of cultural information instead of face-to-face communication, which is always in a complex iii 西安理工大学硕士学位论文 iv selection process and needs to adapt to the mental world and the social world. Accordi
13、ngly, domestication and foreignization also exist in a dynamic adaptation process. On the basis of Adaptation Theory, the thesis chooses commercial advertisements as a basic material to explore the choice of domestication and foreignization in commercial advertisement translation. Through the analys
14、is, it can be concluded that we cant judge whether domestication or foreignization is good or bad. In certain circumstances, the translator will be influenced by some relevant factors and choose the most suitable strategy for the purpose of adjusting to different translation purposes and different r
15、eader groups. Either domestication or foreignization can be reasonable, as long as it is adaptive. Therefore, the translator should not rigidly adhere to either of the two strategies, and should choose one of them according to actual situations in an adaptation perspective. Key words: adaptation the
16、ory; domestication; foreignization; commercial advertisement translation CONTENTS CONTENTS CHAPTER ONE INTRODUCTION . 1 1.1 Background of the Study . 1 1.2 Purpose and Significance of the Present Study . 2 1.3 Organizations of the Thesis . 3 CHAPTER TWO LITERATURE REVIEW . 5 2.1 Commercial Advertise
17、ment . 5 2.1.1 Definitions and Functions of Commercial Advertisement . 5 2.1.2 Commercial Advertisement Translation Abroad . 7 2.2 Domestication and Foreignization . 11 2.2.1 Introduction of Domestication and Foreignization . 11 2.2.2 Debates on Domestication and Foreignization . 12 CHAPTER THREE TH
18、EORETICAL FRAMEWORK . 17 3.1 Brief Introduction to Adaptation Theory . 17 3.1.1 Development of Adaptation Theory . 17 3.1.2 Adaptation Theory from Pragmatic Perspective . 17 3.2 Primary Concepts of Adaptation Theory . 18 3.2.1 Process of Choice-making. . 18 3.2.2 Process of Adaptation . 19 3.2.3 Thr
19、ee Properties of Language . 19 3.3 Four Tasks of Pragmatic Investigation . 22 3.3.1 Contextual Correlates of Adaptation . 22 3.3.2 Structural Objects of Adaptability . 23 3.3.3 Dynamics of Adaptability . 24 3.3.4 Salience of Adaptation Process . 25 3.3.5 Relationship of the Four Angles . 26 3.4 Adap
20、tation Theory as a Theoretical Framework . 26 3.4.1 Adaptation to Mental World . 27 3.4.2 Adaptation to Social World. 27 3.4.3 Adaptation to Physical World . 28 CHAPTER FOUR ADAPTATION-BASED TRANSLATION OF COMMERCIAL ADVERTISEMENTS: FOREIGNIZATION OR DOMESTICATION . 31 4.1 Introduction to Translatio
21、n of Commercial Advertisements Based on Adaptation Theory. 31 4.2 Adaptation-based Domestication and Foreignization in Commercial Advertisement Translation . 32 4.2.1 Domestication and Foreignization on Consumers Physical Word Adaptation . 32 I 西安理工大学硕士学位论文 II 4.2.2 Domestication and Foreignization
22、on Consumers Social World Adaptation . 42 4.2.3 Domestication and Foreignization on Consumers Mental World Adaptation . 49 4.2.4 Domestication Principle Combined with Foreignization Principle under Adaptation . 55 CHAPTER FIVE CONCLUSION . 57 5.1 Major Findings . 57 5.2 Limitations of the Study . 58
23、 BIBLIOGRAPHY. 59 ACKNOWLEDGEMENTS . 63 ACHIEVEMENTS . 65 CHAPTER ONE INTRODUCTION 13 CHAPTER ONE INTRODUCTION 1.1 Background of the Study With the rapid development of economy and society, more and more products have entered the international market. As a result, many advertisements have appeared a
24、nd played an increasingly significant role in our daily life. Commercial Advertisement is not only a promotional tool, but also a social and cultural phenomenon, with cultural features and functions. It can help consumers know the commodities performance, usage, maintenance methods, and price, there
25、by conveying information, attracting consumers, and promoting sales. The studies on the advertising language have already been talked over by many scholars from different approaches, such as seman-tic meaning, rhetorical approach and pragmatic approach and so on. But, there is a general problem in t
26、he studies of advertising language. That is, researchers dont focus too much on the form of advertising language. Because it is key part of communication, we can not ignore the produce of language. In 1999, it is Verschueren who firstly come up with the Adaptation Theory in his new Understanding Pra
27、gmatics. The goal of this theory is to discuss the close relationship between language and human behind language use. On the basis of his theory, language is actually a continuous making of linguistic choices, either conscious or unconscious. Language users are able to make proper choices in the pro
28、cess of language use, because language consists of three properties, which includes variability, negotiability as well as adaptability. All the three properties of language are closely bound up with each other since none of the three is dispensable. Therefore, it is vital to have an integrated theor
29、y to classify and explain the complex process of the production of advertising language. Commercial advertisement translation is a key factor in the process of product promotion in the international market. Since the mid-1980s, some foreign scholars have begun to attach much importance to linguistic
30、 study on advertising language. However, the domestic studies on advertising language began in the early 1990s. Advertisement translation studies have nearly 20 years history from the 1980s until the present day, during which scholars have freely expressed their opinions, and launched a great debate
31、 over theory, but there still exist quite a few problems. Many scholars have studied advertising language from various perspectives like semiotics, Skopostheorie, language styles, Relevance Theory, etc. However, the previous studies have been rarely done on the commercial advertisement translation i
32、n view of Adaptation Theory. Therefore, it is necessary to conduct a deeper and more extensive study of the commercial advertisement translation from this 西安理工大学硕士学位论文 2 perspective. 1.2 Purpose and Significance of the Present Study This thesis tries to analyze domestication and foreignization in th
33、e translation of commercial advertisements from the perspective of adaptation theory and then brings inspirations for translating commercial advertisements. Commercial advertisement translation is an immature field, which still has much room for us to dig. Furthermore, researchers think differently
34、about the adoption of domestication and foreignization as two different strategies. The author tries to explain how the translators choose translation strategy and how the Adaptation Theory is used in the process of commercial advertisement translation, which will enable people to get a deeper and m
35、ore extensive understanding of the process and the nature of commercial advertisement translation. Advertiser is a special kind of communication, because translators have no chance to communicate with their customers face to face, it is a more tremendous job to attract and persuade their customers t
36、o purchase. For the purpose of achieving the ultimate goal of advertisements, the translator need to consider many factors, including the customers needs, attitudes, beliefs as well as cultural rules. So, when making linguistic choices, advertisers are required to set up hypothesis that adapts to the high expectations of potential customers. Vestergaard and Schroder (1985: 9) once proposed that advertisings function is to make products as useful as possible, which can better