CAJ | 학술논문

改革开放以来,中外贸易交流日趋频繁.貌似无声的广告语在产品质量及内容等方面所传达的浓缩信息对双语工作者提出了更高的要求.而不同文化背景下千差万别的思维模式和价值观念却极易导致文化冲突,翻译正是要弥补原语和译入语之间的文化差异.本文以大量例证展示广告英汉互译中的语音和语义的相互作用及影响,通过对照译本说明广告词语中如何言简意丰地运用音韵手法兼顾意美、形美和音美.
개혁개방이래,중외무역교류일추빈번.모사무성적엄고어재산품질량급내용등방면소전체적농축신식대쌍어공작자제출료경고적요구.이불동문화배경하천차만별적사유모식화개치관념각겁역도치문화충돌,번역정시요미보원어화역입어지간적문화차이.본문이대량예증전시엄고영한호역중적어음화어의적상호작용급영향,통과대조역본설명엄고사어중여하언간의봉지운용음운수법겸고의미、형미화음미.
With the implementation of the policy of opening to the outside world, the interfiow of goods between China and other countries has been increasingly frequent. For consumers, successful advertisements stand for high quality, reasonable price and good service, and speechless advertisements vocalize the products in a peculiar way. Good advertisement translation may provide consum- ers with the basic functions of distinguishing products, providing information and stimulating consumption. Modes of thinking, be- lief, attitudes and values of different cultures lead to failures in cress-cultural communication, and translators are supposed to bridge the gaps between intention of the source language author and reception of target language consumers. In this thesis, a considerable amount of samples are presented to illustrate successful bilingual transformation of advertisements -- visually vivid to comply with the native culture and audibly colorful and eye-catching for the potential purchasers.