目的论视角下英语广告语的隐喻翻译研究
The metaphors in English advertisements include ontological metaphors, structural metaphors, orientational metaphors and cultural metaphors。 The purposes of of these metaphors are to make the information of products simpler and easier, to describe the properties of the goods more artistically, to leave a deeper impression to consumers to accept the advertisers’ concept。 When translating the English advertisements with metaphors, people usually are guided by the rules of skopostheorie。 To realize the same effects of metaphors in English advertisements, the translators need take into the consideration of the differences between Chinese and English, and the different cognition of
people in the two cultures。 Therefore, various translation methods are adopted, which include word-for-word translation, paraphrasing, creative translation and adaptation。 However, for the same kind of metaphor, translators may adopt different translation methods only to realize the effect of the metaphors in English advertisements。
Keywords: skopostheorie; metaphor translation; advertisement
目的论视角下英语广告语的隐喻翻译研究
摘 要广告通常是商品生产者、经营者和消费者之间沟通信息的重要手段，其用词具有鲜明特点。英文广告已经成为人们生活中不可或缺的一部分。广告不仅为人们带来新商品的信息，还会使人们感到愉悦。适当的修辞常常使广告更加生动形象，更加吸引人。而隐喻作为修辞的一种，就常被应用于广告之中。本文通过对英文广告的案例分析，从功能主义目的论的角度对其中的隐喻翻译进行了研究。
英语广告中的隐喻通常包括实体隐喻，结构隐喻，空间方位隐喻以及文化隐喻。这些隐喻能够使商品的信息通俗易懂，艺术性的表达更能凸显商品特质，给人留下深刻印象，吸引潜在顾客接受广告人的观念。在翻译过程中，译者常常以目的论为指导。为了实现隐喻在英文广告中的效果，译者需要考虑中英语言的差异以及两种文化中人们的认知差异。因此，各种翻译方式，如字对字翻译、释义、创译和改编等常为译者采用。即使是同一种隐喻，译者为达到英语中隐喻的作用，也会采用不同的翻译方式进行翻译。
毕业论文关键词：目的论；隐喻翻译；广告
Metaphor Translation in English Advertisements
—— From the Perspective of Skopostheorie
Contents
Abstract in English I
Abstract in Chinese III
I。 Introduction 1
II。 Literature Review 3
2。1 Studies in China 3
2。2 Studies Abroad 4
III。 Theoretical Framework 6
3。1 The Functionalist Translation Theory 6
3。2 An Introduction to Skopostheorie 7
3。2。1 The Formation and Development of Skopostheorie 7
3。2。2 The Translation Rules of Skopostheorie 8
IV。 The Analysis of Metaphor Translation in English Advertisements Based on Skopostheorie 10
4。1 The Metaphors in Advertisements 10