"目的论"视角下的广告翻译研究

目的论认为翻译是人类行为的一种有意识、有目的的行为,这种行为发生在一种特定的环境下,同时它又反作用并修饰这种特定的环境。广告翻译是一种目的性非常强的跨文化交际行为,因此在跨文化的广告交流中必须寻找目的论和广告翻译的有效切入点。在这种目的性很强的商业行为中引入“目的论”这一概念,不仅是要向消费者展示商品,更是要消费者产生购买的欲望,并最终能够成功说服消费者购买产品,因此在翻译中必须将“目的论”作为控制整个翻译过程的首要准则。

Research on Advertisement Translation from the Angle of Teleology

In the teleology,translation is defined as "a complex action designed to achieve a particular purpose",which takes place in a given situation and modifies the situation.Since advertisement translation is a cross-cultural action of communication,it is necessary to find a cut-in between teleology and advertisement translation.This paper discusses the application of teleology to advertisement translation in order to achieve its function of persuading the consumers to buy its product and arousing their consuming desire.Therefore,teleology must be taken as the first principle of controlling the whole translation process.