论麦当劳广告词翻译中的“归化”

本文以在＂纯语言＂、＂跨文化＂、＂美学＂等层面分析广告词i’m lovin’it的翻译为基础,强调归化译法在广告词及文学中的独特魅力,并借助＂翻译标准多元互补论＂和＂实用＂的思想,试图阐明：＂＂原文＂要以＂最佳近似度＂呈现给＂译文受众＂并为其以＂最佳近似度＂充分准确地＂理解、接受乃至喜爱＂,最终需落实在＂归化＂上,正如麦当劳在国内流行需消费者对其经过＂归化法＂处理过的形象包装、服务等舶来产品充分准确地＂理解、接受乃至喜爱＂。

On the Use of Domestication in Translation of McDonald's Advertisation

In the aspects of language itself,cross-culture and aesthetics etc.,the paper analyses the translation of ＂i＇m lovin＇ it＂ and continues with more discussion,emphasizing the peculiar charm of domestication in translation of advertisement and literary.Using the ＂mutually complementary pluralism of translation standards＂ and pragmatism,it tries to expound as follows： if we consider the original text as McDonald that has not come into China,want to show it to ＂translated text readers＂ with ＂closest approximation＂ and let it be fully and precisely ＂understood,accepted and loved＂ by the particular readers with ＂closest approximation＂,domestication,in the ultimate analysis,should be used.This is like McDonald＇s success in China,which is achieved by the fact that the ＂domesticated＂ McDonald＇s image,ads,service and other products shipped from outside China are fully and precisely ＂understood,accepted and loved＂ by the particular Chinese consumers.