目的论视角下英语广告语的隐喻翻译研究(2)
4。1。1 The Classification of Metaphors 10
4。1。2 The Purposes of Metaphors in Englsih Advertisemets 11
4。2 The Translation of Metaphors in English Advertisements 12
4。2。1 Word-for-word Translation 12
4。2。2 Paraphrasing 13
4。2。3 Amplification 15
4。2。4 Adaptation 17
4。2。5 Creative Translation 18
V。 Conclusion 20
Bibliography 21
Metaphor Translation in English Advertisements
—— From the Perspective of Skopostheorie
I。 Introduction
With the growth of globalization, more and more international exchanges in commerce have brought about a prosperous industry: advertising。 It plays an important role in establishing brand awareness, building image, promoting international business, etc。 Today, international advertisements blossom everywhere in China and Chinese people also become familiar with lots of foreign products。 A distinctive feature in advertisements is the using of metaphor。 Metaphor is an imaginative way of describing something by referring to something else which shares the same or similar quality with the former in a particular way。 In order to achieve an effective expression, advertisers often use metaphors in sales promotion。 Through the metaphors, advertisements can help the consumers know the new products by introducing them something easy to take, stimulate people’s curiosity, and reinforce their impression on the products。
The world has entered a period of globalization。 People who study translation activities have increasingly recognized the importance of advertisement。 In recent years, the translation of metaphor has been discussed, but most of them are in the context of technical literature and literary works。 As we know, advertisement, as a genre, is very different from other forms in style, so the metaphor in advertisement is also different。 In the existing translation theories, the author particularly favors skoposhteorie, because it is a suitable translation principle, and it is quite persuasive and practical for advertising translation。 Translators can make full use of all kinds of information sources, and are able to choose their own appropriate translation methods to achieve the expected effects。
This thesis is based on skopostheorie to analyze the metaphor translation in English advertisements through case studies。 It can be pided into five parts: the first part is the introduction part, including the background information and significance of the topic; the second part is literature review; the theoretical basis is the third part; the main body of this study is the forth part, analyzing the metaphor translations in English advertisements in terms of concrete translation methods and the fifth part is the conclusion of this study。