英文化妆品广告翻译的归化和异化
研究
AStudyof Domestication and Foreignization in Translating English Cosmetic Advertiments
摘要
广告属于一种推销产品的手段, 通过包括报纸、杂志、商品外包装、电视等的各种媒介来吸引消费者的注意并刺激其消费, 其中化妆品广告也是如此。随着世界全球化进程的加快以及我国扩展海外市场的化妆品公司的不断拓展, 广告翻译的好坏直接影响了我国化妆品在国际化妆品市场上的占比和发展。因此, 为使化妆品广告能达到一定预期效果, 我们就需要了解化妆品广告的翻译策略。归化和异化是处理语言形式与文化因素的两种不同的翻译策略，它是意译和直译的进一步延伸。然而归化和异化之争由来已久，中外翻译史上不乏各自归化和异化派的代表人物，其争议关键大多在于哪个更好。而实际上，异化和归化是两种互相补充的翻译策略。归化有利于译入语读者对于原文的理解，异化则有助于丰富译入语的表达手段。本文将对归化和异化这两种翻译策略进行探讨，追溯其根源，弄清其概念，举例说明其所指，并且在此基础上透过语言研究的层面，将从跨文化的角度来探讨翻译中的归化和异化现象，并进一步用实例阐述了它们在翻译过程中相辅相成，并用互补的辩证关系。
劈吊
广告翻译是一直翻译理论与实践研究领域的研究热点之一。然而对于化妆品这类拥有庞大女性消费群体的主流消费品，其广告语翻译研究目前仍存在一定的不足。本文以归化和异化核心理论为基础，以化妆品广告宣传语为语料，分析其语言特色，并从译语读者视角出发，探讨化妆品广告语翻译中应该重视的因素，以期为翻译实践研究和广告传媒提供一点启示。暂时读音
关键词：归化；异化；化妆品广告；翻译策略
Abstract
As a means of promoting the sale of products, advertising attracts the attention of consumers and stimulates the consumption through various media (newspapers, magazines, television, etc.). So is the cosmetic advertising.With the acceleration of globalization and cosmetics companies’ growing expansion of overas markets in China, the stand or fall of advertising translation directly affects the cosmetics’ share and developmentin the overas market or in our country.Therefore, in order to achieve the desired effect of cosmetic advertising, we need to understand the translation strategies of cosmetics advertising.Domestication and foreignization are two different translation strategies to deal with linguistic forms and cultural factors. They are further extension of free translation and literal translation.However, the dispute between domestication and foreignization has a long history. In the
history of Chine and foreign translations, there is no shortage of reprentatives of both domestication and foreignization.In fact, foreignization and domestication are two complementary translation strategies.Domestication is conducive to the comprehension of the original text, and foreignization helps to enrich the expression of the language. In this article, the two strategies are discusd. The paper tracesthe two strategies’ roots to understand theirconcepts, tting examples to point out the differences, and explaining the cross-cultural phenomenon of foreignization and domestication in translation through the level of language rearch, anduexamples to expound the
complementary and dialectical relations in the process of translation.
Advertising translation is one of the hot topics in the field of translation theory and practice.However, there are still some deficiencies in the translation studies of the mainstream consumer products, such as cosmetics, which have a large female consumer group.In this paper, bad on the core theory of foreignization and domestication, cosmetics advertising language is viewed as corpus to analyze its language features. In addition, starting from the perspective of the target language readers, this article explores the factors in cosmetics advertising language translation, in order to provide a little inspiration for the study of the translation practice and advertising media.
Keywords:domestication; foreignization; cosmetics advertising; translation strategies
王吉万
Contents
摘要 (2)
Abstract (3)
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Chapter 1 Introduction (1)
Chapter 2 Domestication and Foreignization (5)
2.1 Definition of Domestication (2)
2.1.1 Features of Foreignization Translation (3)
顽皮猴2.2 Definition of Foreignization (2)
2.2.1 Features of Foreignization Translation (3)
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Chapter 3 The Application of Domestication and Foreignization in Translating English Cosmetics Advertiments11
3.1 The Application of Domestication in Translating English
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Cosmetics Advertiments (13)
3.2 The Application of Foreignization in Translating English
Cosmetics Advertiments (13)
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Chapter 4 Factors Influencing the Choice of Domestication or Foreignization (21)
4.1 Factors of Selecting Domestication (22)
4.1.1 The Factor of Culture (26)
4.1.2 The Factor of Language (26)
4.1.3 The Factor of Laws and Regulations (26)
4.2 Factors of Selecting Foreignization (22)
4.1.1 The Factor of Catering to the Needs of Y oung People (26)
4.1.2 The Factor of Selling Strategy (26)
Chapter 5 Conclusion (27)
