跨语言解释性相似视角下的广告翻译研究
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摘要
解释性相似这个概念最先由威尔逊和斯佩佰用于描述两个命题间的关系。格特对该概念做了适当修改,将其用于描述两个话语间的关系,并指出解释性相似的两个话语会在明晰义和暗含义上重合。以关联理论为基础,格特将翻译阐述为一种跨语言的解释性相似关系。
本文作者运用话语的明晰义和暗含义这两个概念来描述翻译中的相似性,忠实的译文与原文最大程度地共享话语明晰义和暗含义。本文在该视角的关照下,对广告翻译进行研究,归纳出在广告翻译中实现解释性相似的三种途径,即原语与译语的明晰义和暗含义的重合、原语的暗含义与译语的明晰义的重合、原语与译语的明晰义的重合。
The notion of interpretive resemblance is originally used by Deirdre Wilson and Dan Sperber to describe a relationship between two propositional forms. Gutt made modifications to the notion and applies it to utterances. He argues that two utterances interpretively resemble one another to the extent that they share their explicatures and implicatures. Based on the relevance theory, Gutt accounts translation as interlingual interpretive use.
The author investigates the resemblance in translation in terms of explicatures and implicatures. The target and original utterances share their explicatures and implicatures to the largest extent. Advertisement translation is studied from this perspective. Three methods of achieving close resemblance in advertisement translating are discussed: overlap of explicatures and implicatures between the target and original utterances; overlap of the original utterance's implicatures and the target utterance's explicatures; overlap of explicatures between the target and original utterances.
本文作者运用话语的明晰义和暗含义这两个概念来描述翻译中的相似性,忠实的译文与原文最大程度地共享话语明晰义和暗含义。本文在该视角的关照下,对广告翻译进行研究,归纳出在广告翻译中实现解释性相似的三种途径,即原语与译语的明晰义和暗含义的重合、原语的暗含义与译语的明晰义的重合、原语与译语的明晰义的重合。
The notion of interpretive resemblance is originally used by Deirdre Wilson and Dan Sperber to describe a relationship between two propositional forms. Gutt made modifications to the notion and applies it to utterances. He argues that two utterances interpretively resemble one another to the extent that they share their explicatures and implicatures. Based on the relevance theory, Gutt accounts translation as interlingual interpretive use.
The author investigates the resemblance in translation in terms of explicatures and implicatures. The target and original utterances share their explicatures and implicatures to the largest extent. Advertisement translation is studied from this perspective. Three methods of achieving close resemblance in advertisement translating are discussed: overlap of explicatures and implicatures between the target and original utterances; overlap of the original utterance's implicatures and the target utterance's explicatures; overlap of explicatures between the target and original utterances.
引文
Bevington, David (Ed.). (1988 ). Shakespeare: All's Well That Ends Well. New York:Bantam Books.
Dupont, Luke, (1993). 1001 Advertising Tips. Les Edition Transcontinental Inc.,Montreal, Quebec, Canada.
F. Arens, William. (1999). Contemporary Advertising. The United States: The McGraw-Hill Companies.
Gutt, E.-A. (1991/2004). Translation and Relevance: Cognition and Context. Oxford:Blackwell.
Jin Shengxi. (2007). Translation of English Advertisements: A Relevance-based Approach [MA Dissertation]. Changchun: Jilin University, 36-41.
Nord, Christiane. (2001). Translating As A Purposeful Activity. Shanghai: Shanghai Foreign Language Education Press.
Sperber, Dan & Deirdre Wilson. (1986/1995). Relevance: Communication and Cognition. 2nd ed. Cambridge: Blackwell.
Wang Jianguo. (2003) The original-communication-oriented translation approach [MA Dissertation]. Guangdong: Guangdong University of Foreign Studies.
Wilson, Deirdre and Dan Sperber. (1988). 'Representation and Relevance', in Ruth M. Kempson (Ed.). Mental Representations: The Interface between Language and Reality, Cambridge: Cambridge University Press, 138.
Bo, Zhenjie & Sun, Yingchun. (2007). Guonei guanlian fanyi yanjiu chengguo yu fazhan qushi ( A review of relevance-theory-based translation studies in China).Waiyu yu Waiyu Jiaoxue (Foreign Languages and Their Teaching) 9, 57.
He, Xueyun & Tan, Xiaoli. (2007). Guangao fanyi: xingshi mei yu yuyong gongneng de zaixian (Advertisement translation: the representation of formal beauty and pragmatic functions). Shanghai Fanyi (Shanghai Journal of Translatiors) 4.
Guo, Guilong & Zhang, Hongbo. (Eds.) (2008). Guanggao Yingyu Wenti yu Fanyi (Advertisement English and The Translation of Advertisement Translation).Shanghai:Huadong Shifan Daxue Chubanshe (East China Normal University Press).
Hong, Ming. (2006). Qiye waixuan guanggao fanyi de mudilun weidu (Research of advertisement translation from the angle of skopos theory). Waiyu Xuekan (Foreign Language Journal) 5, 104.
Hong, Ming. (2006). Lun jieshou meixue yu lvyou waixuan guanggao fanyi zhong de duzhe guanzhao (Research of the role of TL readers in advertisement translation from the angle of reception aesthetics). Waiyu yu Waiyu Jiaoxue (Foreign Languages and Their Teaching) 8.
Jia, Wenbo. (1995). Tan duiwai guanggao fanyi de qinggan chuandi (On emotion conveyance in Chinese-English advertisement translation). Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 1, 57.
Jiang, Lei. (1994). Tan shangye guanggao fanyi (On the translation of commercial advertisements). Zhongguo Fanyi (Chinese Translators' Journal) 5, 38-39.
Jin, Hanshen. (2000). Shangye guanggao fanyi: xingzhi, tedian, jiqiao (Translation of commercial advertisements: property, feature and techniques). Sichuan Waiyu Xueyuan Xuebao (Journal of Sichuan International Studies University) 7.
Jin, Xin. (2007). Cong gongneng duideng jiaodu tan guanggao fanyi zhong yuyan ji wenhua teshe de chuli (A study of translation skills concerned with language-and-culture-specific factors in advertisement from the perspective of functional equivalence). Guangdong Waiyu Waimao Daxue Xuebao (Journal of Guangdong University of Foreign Studies) 11, 26.
Li, Fan. (1992). Tan guanggao fanyi de biantong (On the flexibility of advertisement translation skills). Zhongguo Fanyi (Chinese Translators' Journal) 2, 29.
Li, Mi & Ma, Caimei. (2005). Guonei guanggao fanyi yanjiu yi lan (A review of advertisement translation studies in China). Zhongguo Keyi Fanyi (Chinese Science & Technology Translators Journal) 2, 37.
Liu, Jing. (2005). Cong guanlian lilun kan guanggao fanyi zhong de yupian chonggou (A study of passage restructuring in advertisement translation in the light of relevance theory). Zhongzhou Daxue Xuebao (Journal of Zhongzhou University)2,37.
Liu, Xiangang. (1993). Duiwai xuanchuan guanggao, fanyi, ji qita (On the translation of propaganda-oriented advertisements). Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 3.
Li, Xiangde. (1990). Guanggao zhong sizi cizu de yingyifa (On translation skills of four-character Chinese phrases in advertisement). Zhongguo Fanyi (Chinese Translators' Journal) 3 13-14.
Liu, Xiaomei. (2007). Mudilun yu hanying guanggao fanyi (Skopos theory and Chinese-English advertisement translation). Xi'an Waiguoyu Daxue Xuebao (Journal of Xi'an International Studies University) 6, 55-56.
Li, Yin & Luo, Xuanmin. (2004). Guanlian yu fanyi (Relevance theory and translation). Waiyu yu Waiyu Jiaoxue (Foreign Languages and Their Teaching)1,40-41.
Li, Zhanxi. (2005). Guanlianyu shijiao zhong de huwenxing fanyi (An analysis of intertextuality renderings in translation from the perspective of Relevance Register). Yuyan yu Fanyi (Language and Translation) 1, 58-60.
Lin, Kenan. (1994). Guanlian fanyi lilun jianjie (An introduction to relevance-theory-based translation theory). Zhongguo Fanyi (Chinese Translators' Journal) 6.
Pan, Li. (2003). Cong guanlian lilun jiaodu jiedu guanggao fanyi zhong de biantong (A study of flexible advertisement translation skills from the perspective of relevance theory). Shandong Waiyu Jiaoxue (Shandong Foreign Languages Teaching Journal) 6, 79.
Pan, Hong. (1998). Cong beijing qiwang kan guanggao fanyi (A study of advertisement translation from the perspective of background expectation).Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 1, 26.
Song, Hong. (Ed.) (2006). Guanggao Yingyu Yuedu YuJianshang (The Reading and Appreciation of Advertisement English). Beijing: Guofang Gongye Chubanshe (National Defence Industry Press).
Su, Shixiong. (1990). Keji yingyu guanggao fanyi jiqiao de tantao (Research of translation skills of technological English advertisements). Zhongguo Keji Fanyi (Chinese Science & Technology Translators Journal) 2, 25-27.
Wang, Jianguo. (2003). Fanyi de tuili kongjian dengju yuanze (The principle of equal inferential distance in translation). Waiyu Jiaoxue (Foreign Language Education)2, 52-53.
Wang, Jianguo. (2004). Fanyi de tuili kongjian dengju yuanze zhi buchong yuanze yu huiyi (Modifications to the principle of equal inferential distance in translation).Guangdong Waiyu Waimao Daxue Xuebao (Journal of Guangdong University of Foreign Studies) 4, 24-25.
Wang, Jianguo. (2005). Guanlian fanyi lilun yanjiu de huigu yu zhanwang (A review and perspective of relevance-theory-based translation studies). Zhongguo Fanyi (Chinese Translators' Journal) 7, 24
Wang, Jing. (2006). Cong deguo gongneng fanyi lilun tan xiuxi zai guanggao fanyi zhong de yunyong (A study of the application of figurative speech in advertisement translation from the perspective of function theory). Daxue Yingyu (xueshuban) (College English) (academic version) 9, 138.
Wang, Tao. (2001). Kefu chongchong wenhua zhangai: zaitan shewai guanggao fanyi (The overcome of cultural obstacles in advertisement translation). Sichuan Waiyu Xueyuan Xuebao (Journal of Sichuan International Studies University) 11, 88.
Xie, Xinyun & Ge, Lingling. (2008). Guanlian lilun yu guanggao fanyi (Relevance theory and advertisement translation). Neimenggu Nongye Daxue Xuebao (Journal of Agricultural University of the Inner Mongol) 1, 310-11.
Yang, Zhaoyu & Yang, Nan (translators). (2001). 1001 tiao guanggao miaoji (1001 Advertising Tips). Shenyang: Liaoning Jiaoyu Chubanshe (Liaoning Education Press).
Yin, Songjun. (1995). Ye tan guanggao fanyi (On advertisement translation).Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 1, 32.
Zeng, Hui & Zhang, Jiru. (1994). Shiping jize yingwen guanggao de fanyi (On the translation of several English advertisements). Zhongguo Keji Fanyi (Chinese Science & Technology Translators Journal) 2.
Zeng, Li. (2003). Guanggao fanyi he renzhi yujing (Advertisement translation and cognitive environment). Waiyu Jiaoxue (Foreign Language Education) 7, 43-44.
Zhang, Jinhai(Ed.). (2001). Shijie Jingdian Guanggao Anli Pingxi (Comments on Classic Advertisements). Wuhan: Wuhan Daxue Chubanshe (Wuhan University Press).
Zhang, Yafei. (1992). Guanlian lilun shuping (Comments on relevance theory). Waiyu Jiaoxue yu Yanjiu (Foreign Language Teaching and Research) 3, 9.
Zhao, Yanchun. (1999). Guanlian lilun dui fanyi de jieshili (The interpretive power of relevance theory to translation). Xiandai Waiyu (Modern Foreign Languages) 3,280-93.
Zheng, Qiufang. (2003). Mudixing yuanze yu guanggao fanyi (Skopos theory and advertisement translation). Tianjin Waiguoyu Xueyuan Xuebao (Journal of Tianjin Foreign Studies University) 11, 10.
Zhu, Yan. (2007). Cong zuijia guanlianxing kan guanggao fanyi de xiaodu (Research of advertisement translation validity from the angle of optimal relevance).Sichuan Waiyu Xueyuan Xuebao (Journal of Sichuan International Studies University). 7, 100.
Dupont, Luke, (1993). 1001 Advertising Tips. Les Edition Transcontinental Inc.,Montreal, Quebec, Canada.
F. Arens, William. (1999). Contemporary Advertising. The United States: The McGraw-Hill Companies.
Gutt, E.-A. (1991/2004). Translation and Relevance: Cognition and Context. Oxford:Blackwell.
Jin Shengxi. (2007). Translation of English Advertisements: A Relevance-based Approach [MA Dissertation]. Changchun: Jilin University, 36-41.
Nord, Christiane. (2001). Translating As A Purposeful Activity. Shanghai: Shanghai Foreign Language Education Press.
Sperber, Dan & Deirdre Wilson. (1986/1995). Relevance: Communication and Cognition. 2nd ed. Cambridge: Blackwell.
Wang Jianguo. (2003) The original-communication-oriented translation approach [MA Dissertation]. Guangdong: Guangdong University of Foreign Studies.
Wilson, Deirdre and Dan Sperber. (1988). 'Representation and Relevance', in Ruth M. Kempson (Ed.). Mental Representations: The Interface between Language and Reality, Cambridge: Cambridge University Press, 138.
Bo, Zhenjie & Sun, Yingchun. (2007). Guonei guanlian fanyi yanjiu chengguo yu fazhan qushi ( A review of relevance-theory-based translation studies in China).Waiyu yu Waiyu Jiaoxue (Foreign Languages and Their Teaching) 9, 57.
He, Xueyun & Tan, Xiaoli. (2007). Guangao fanyi: xingshi mei yu yuyong gongneng de zaixian (Advertisement translation: the representation of formal beauty and pragmatic functions). Shanghai Fanyi (Shanghai Journal of Translatiors) 4.
Guo, Guilong & Zhang, Hongbo. (Eds.) (2008). Guanggao Yingyu Wenti yu Fanyi (Advertisement English and The Translation of Advertisement Translation).Shanghai:Huadong Shifan Daxue Chubanshe (East China Normal University Press).
Hong, Ming. (2006). Qiye waixuan guanggao fanyi de mudilun weidu (Research of advertisement translation from the angle of skopos theory). Waiyu Xuekan (Foreign Language Journal) 5, 104.
Hong, Ming. (2006). Lun jieshou meixue yu lvyou waixuan guanggao fanyi zhong de duzhe guanzhao (Research of the role of TL readers in advertisement translation from the angle of reception aesthetics). Waiyu yu Waiyu Jiaoxue (Foreign Languages and Their Teaching) 8.
Jia, Wenbo. (1995). Tan duiwai guanggao fanyi de qinggan chuandi (On emotion conveyance in Chinese-English advertisement translation). Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 1, 57.
Jiang, Lei. (1994). Tan shangye guanggao fanyi (On the translation of commercial advertisements). Zhongguo Fanyi (Chinese Translators' Journal) 5, 38-39.
Jin, Hanshen. (2000). Shangye guanggao fanyi: xingzhi, tedian, jiqiao (Translation of commercial advertisements: property, feature and techniques). Sichuan Waiyu Xueyuan Xuebao (Journal of Sichuan International Studies University) 7.
Jin, Xin. (2007). Cong gongneng duideng jiaodu tan guanggao fanyi zhong yuyan ji wenhua teshe de chuli (A study of translation skills concerned with language-and-culture-specific factors in advertisement from the perspective of functional equivalence). Guangdong Waiyu Waimao Daxue Xuebao (Journal of Guangdong University of Foreign Studies) 11, 26.
Li, Fan. (1992). Tan guanggao fanyi de biantong (On the flexibility of advertisement translation skills). Zhongguo Fanyi (Chinese Translators' Journal) 2, 29.
Li, Mi & Ma, Caimei. (2005). Guonei guanggao fanyi yanjiu yi lan (A review of advertisement translation studies in China). Zhongguo Keyi Fanyi (Chinese Science & Technology Translators Journal) 2, 37.
Liu, Jing. (2005). Cong guanlian lilun kan guanggao fanyi zhong de yupian chonggou (A study of passage restructuring in advertisement translation in the light of relevance theory). Zhongzhou Daxue Xuebao (Journal of Zhongzhou University)2,37.
Liu, Xiangang. (1993). Duiwai xuanchuan guanggao, fanyi, ji qita (On the translation of propaganda-oriented advertisements). Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 3.
Li, Xiangde. (1990). Guanggao zhong sizi cizu de yingyifa (On translation skills of four-character Chinese phrases in advertisement). Zhongguo Fanyi (Chinese Translators' Journal) 3 13-14.
Liu, Xiaomei. (2007). Mudilun yu hanying guanggao fanyi (Skopos theory and Chinese-English advertisement translation). Xi'an Waiguoyu Daxue Xuebao (Journal of Xi'an International Studies University) 6, 55-56.
Li, Yin & Luo, Xuanmin. (2004). Guanlian yu fanyi (Relevance theory and translation). Waiyu yu Waiyu Jiaoxue (Foreign Languages and Their Teaching)1,40-41.
Li, Zhanxi. (2005). Guanlianyu shijiao zhong de huwenxing fanyi (An analysis of intertextuality renderings in translation from the perspective of Relevance Register). Yuyan yu Fanyi (Language and Translation) 1, 58-60.
Lin, Kenan. (1994). Guanlian fanyi lilun jianjie (An introduction to relevance-theory-based translation theory). Zhongguo Fanyi (Chinese Translators' Journal) 6.
Pan, Li. (2003). Cong guanlian lilun jiaodu jiedu guanggao fanyi zhong de biantong (A study of flexible advertisement translation skills from the perspective of relevance theory). Shandong Waiyu Jiaoxue (Shandong Foreign Languages Teaching Journal) 6, 79.
Pan, Hong. (1998). Cong beijing qiwang kan guanggao fanyi (A study of advertisement translation from the perspective of background expectation).Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 1, 26.
Song, Hong. (Ed.) (2006). Guanggao Yingyu Yuedu YuJianshang (The Reading and Appreciation of Advertisement English). Beijing: Guofang Gongye Chubanshe (National Defence Industry Press).
Su, Shixiong. (1990). Keji yingyu guanggao fanyi jiqiao de tantao (Research of translation skills of technological English advertisements). Zhongguo Keji Fanyi (Chinese Science & Technology Translators Journal) 2, 25-27.
Wang, Jianguo. (2003). Fanyi de tuili kongjian dengju yuanze (The principle of equal inferential distance in translation). Waiyu Jiaoxue (Foreign Language Education)2, 52-53.
Wang, Jianguo. (2004). Fanyi de tuili kongjian dengju yuanze zhi buchong yuanze yu huiyi (Modifications to the principle of equal inferential distance in translation).Guangdong Waiyu Waimao Daxue Xuebao (Journal of Guangdong University of Foreign Studies) 4, 24-25.
Wang, Jianguo. (2005). Guanlian fanyi lilun yanjiu de huigu yu zhanwang (A review and perspective of relevance-theory-based translation studies). Zhongguo Fanyi (Chinese Translators' Journal) 7, 24
Wang, Jing. (2006). Cong deguo gongneng fanyi lilun tan xiuxi zai guanggao fanyi zhong de yunyong (A study of the application of figurative speech in advertisement translation from the perspective of function theory). Daxue Yingyu (xueshuban) (College English) (academic version) 9, 138.
Wang, Tao. (2001). Kefu chongchong wenhua zhangai: zaitan shewai guanggao fanyi (The overcome of cultural obstacles in advertisement translation). Sichuan Waiyu Xueyuan Xuebao (Journal of Sichuan International Studies University) 11, 88.
Xie, Xinyun & Ge, Lingling. (2008). Guanlian lilun yu guanggao fanyi (Relevance theory and advertisement translation). Neimenggu Nongye Daxue Xuebao (Journal of Agricultural University of the Inner Mongol) 1, 310-11.
Yang, Zhaoyu & Yang, Nan (translators). (2001). 1001 tiao guanggao miaoji (1001 Advertising Tips). Shenyang: Liaoning Jiaoyu Chubanshe (Liaoning Education Press).
Yin, Songjun. (1995). Ye tan guanggao fanyi (On advertisement translation).Shanghai Keji Fanyi (Shanghai Journal of Translators for Science and Technology) 1, 32.
Zeng, Hui & Zhang, Jiru. (1994). Shiping jize yingwen guanggao de fanyi (On the translation of several English advertisements). Zhongguo Keji Fanyi (Chinese Science & Technology Translators Journal) 2.
Zeng, Li. (2003). Guanggao fanyi he renzhi yujing (Advertisement translation and cognitive environment). Waiyu Jiaoxue (Foreign Language Education) 7, 43-44.
Zhang, Jinhai(Ed.). (2001). Shijie Jingdian Guanggao Anli Pingxi (Comments on Classic Advertisements). Wuhan: Wuhan Daxue Chubanshe (Wuhan University Press).
Zhang, Yafei. (1992). Guanlian lilun shuping (Comments on relevance theory). Waiyu Jiaoxue yu Yanjiu (Foreign Language Teaching and Research) 3, 9.
Zhao, Yanchun. (1999). Guanlian lilun dui fanyi de jieshili (The interpretive power of relevance theory to translation). Xiandai Waiyu (Modern Foreign Languages) 3,280-93.
Zheng, Qiufang. (2003). Mudixing yuanze yu guanggao fanyi (Skopos theory and advertisement translation). Tianjin Waiguoyu Xueyuan Xuebao (Journal of Tianjin Foreign Studies University) 11, 10.
Zhu, Yan. (2007). Cong zuijia guanlianxing kan guanggao fanyi de xiaodu (Research of advertisement translation validity from the angle of optimal relevance).Sichuan Waiyu Xueyuan Xuebao (Journal of Sichuan International Studies University). 7, 100.