| 论广告译者主体性介入 |
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| 引用本文： | 李静,屠国元.论广告译者主体性介入[J].怀化学院学报,2009,28(12):123-126. |
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| 作者姓名： | 李静 屠国元 |
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| 作者单位： | 1. 常州工学院外国语学院,江苏,常州,213002
2. 中南大学外国语学院,湖南,长沙,410075 |
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| 摘 要： | 广告是以商业价值为旨归的特殊实用文体,中英广告"以文谋钱"这一特殊文体"文"却有别。"文"之内部文化特色标记,外部风格表征和文字符号布局并不完全相同,虽能收到"殊途同归"之效——"谋钱",却为广告翻译设置了隔阂。而"文"之区别恰为广告译者主体性的介入提供了有效的参数,要求译者转换语篇思维、权威观念、行文风格、文化心理视点,增强译文的诱导功能,实现商业价值。
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| 关 键 词： | 广告 对比 视点转换 翻译 译者主体性 介入 |
On the Intervention of Translators as Subjects in Advertising Translation |
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| LI Jing,TU Guo-yuan.On the Intervention of Translators as Subjects in Advertising Translation[J].Journal of Huaihua University,2009,28(12):123-126. |
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| Authors: | LI Jing TU Guo-yuan |
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| Abstract: | Advertising writing copy is a special practical genre that is directed at commercial profit.The big differences between Chinese and English ads constitute obstacles for advertising translation,which call for the intervention of translators' subjectivity in the translating,i.e.shift of perspective within the two advertising language and culture systems.To illustrate,the translators should make adaptations in terms of advertising thinking mode,authority orientation,diction style,and consumer mentality to achieve commercial value. |
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| Keywords: | advertising contrast shift of perspective translation translator's subjectivity intervention |
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