食品广告英译的关联理论分析
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摘要
本文根据Sperber和Wilson在1986年提出的关联理论,探讨了食品广告翻译中的最佳关联性,并通过分析关联理论的机制和语用功能探寻有效的商业广告翻译方法。
食品广告,作为一种促销和宣传的手段,在经济活动和食品销售中所起的作用日益显著。作为一种实用文体,食品广告的最大特点是其说服功能—说服消费者采取行动实施购买行为。随着中国加入世贸组织和世界经济全球化的到来,食品广告及其翻译的语言价值引起了语言学界人士及翻译工作者对它的关注。基于广告语言的特殊性和实用性,广告翻译应在有效翻译理论指导下将原文最大化地传达给接受者。只有食品广告翻译符合译入语广告规范,其劝说功能才能在销售中体现出来。根据广告翻译研究与实践,我们发现英语广告汉译中有不少广告达到了不错的效果,但是大量的汉语广告英译中却存在很多问题。由于传统翻译标准存在问题,因此食品广告英译无法满足外销市场的需求,有待对翻译理论进行更进一步的研究。
法国学者Sperber和英国学者Wilson在1986年提出的关联理论认为语内交际是一个明示-推理的过程,而翻译则是一种特殊的跨文化,跨语言的交际行为。在关联框架中,翻译被定义为一种动态过程,是“关于原文明示-推理的语内阐释”(赵彦春,1999：280)。这种明示-推理的交际行为依据最佳关联,对话语进行理解和阐释,以期达到译文与原文最贴近的相似,使原文作者的意图为目标读者理解。由上述概念可知,关联理论中的最佳关联性在翻译过程中起着不可或缺的作用,能够进行翻译分析,指导翻译实践。
本文根据Sperber和Wilson的关联理论,分析了食品广告翻译的,以获取原广告文本与译本的最佳关联。为了迎合消费者在健康,环境及自然性等心理需求,关联理论为译文接受者提供了最佳关联策略,使消费者以最小认知努力获得最佳关联,达到良好的销售效果。
This thesis, a study of optimal relevance in food advertisement translation in terms of Sperber and Wilson'Relevance Theory (RT) proposed in 1986, analyzes the mechanism and the pragmatic effects of RT with food advertisements as examples to explore effective approaches in translation of consumer advertising.
As a means of promotion and publicity in economic activities and commodity sales, food advertising, has been a medium with the persuasive function which impels the consumers to purchase the food commodities or service. Due to the practical function of advertising, researchers focus on advertising language and advertisement translation in their linguistic study after China's entry into the WTO. Advertisement translation should make the same interpretation in the target text as that of in the original text since the persuasive function of advertising may be realized in foreign trade when the translation of advertisements effectively transmits the information of the source text to the target receiver. According to the former study in advertisement translation, we may found profuse representative examples of translation from English to Chinese while few classical examples in Chinese-English translation on advertisements. Moreover, food advertisement translation from Chinese to English may not meet the needs of the marketing so that it may fail in foreign trade with mistranslations with the limitations of traditional approaches. Traditional translation strategies employed by the translators may not suit to convey the message of food advertisements to the target readers. Therefore, a new approach to obtain optimal relevance in advertisement translation is of much significance in food advertisement translation.
Relevance Theory (RT) views the intra-lingual communication as one single ostensive-inferential process. Moreover, translation is an act of inter-lingual and cross-cultural communication. In RT, translation has been defined as a dynamic process and an act of ostensive-inferential inter-lingual interpretation of the source text. In RT, the ostensive-inferential communication obtains the comprehension and interpretation of utterance to achieve optimal relevance between the source text and the target text to meet the intention of the author with the expectation of the target language reader. The optimal relevance in RT may be employed in translation practice, as in food advertisement translation.
The thesis analyzes the translation of food advertisements in Sperber and Wilson's RT to obtain optimal relevance between the source text and the English version. RT offers the customers in English-speaking countries the appropriate strategies with the least cognitive effort to achieve optimal relevance associated with health, environment and naturalness in food advertisement translation in order to realize the ultimate objective of food sales.
食品广告,作为一种促销和宣传的手段,在经济活动和食品销售中所起的作用日益显著。作为一种实用文体,食品广告的最大特点是其说服功能—说服消费者采取行动实施购买行为。随着中国加入世贸组织和世界经济全球化的到来,食品广告及其翻译的语言价值引起了语言学界人士及翻译工作者对它的关注。基于广告语言的特殊性和实用性,广告翻译应在有效翻译理论指导下将原文最大化地传达给接受者。只有食品广告翻译符合译入语广告规范,其劝说功能才能在销售中体现出来。根据广告翻译研究与实践,我们发现英语广告汉译中有不少广告达到了不错的效果,但是大量的汉语广告英译中却存在很多问题。由于传统翻译标准存在问题,因此食品广告英译无法满足外销市场的需求,有待对翻译理论进行更进一步的研究。
法国学者Sperber和英国学者Wilson在1986年提出的关联理论认为语内交际是一个明示-推理的过程,而翻译则是一种特殊的跨文化,跨语言的交际行为。在关联框架中,翻译被定义为一种动态过程,是“关于原文明示-推理的语内阐释”(赵彦春,1999：280)。这种明示-推理的交际行为依据最佳关联,对话语进行理解和阐释,以期达到译文与原文最贴近的相似,使原文作者的意图为目标读者理解。由上述概念可知,关联理论中的最佳关联性在翻译过程中起着不可或缺的作用,能够进行翻译分析,指导翻译实践。
本文根据Sperber和Wilson的关联理论,分析了食品广告翻译的,以获取原广告文本与译本的最佳关联。为了迎合消费者在健康,环境及自然性等心理需求,关联理论为译文接受者提供了最佳关联策略,使消费者以最小认知努力获得最佳关联,达到良好的销售效果。
This thesis, a study of optimal relevance in food advertisement translation in terms of Sperber and Wilson'Relevance Theory (RT) proposed in 1986, analyzes the mechanism and the pragmatic effects of RT with food advertisements as examples to explore effective approaches in translation of consumer advertising.
As a means of promotion and publicity in economic activities and commodity sales, food advertising, has been a medium with the persuasive function which impels the consumers to purchase the food commodities or service. Due to the practical function of advertising, researchers focus on advertising language and advertisement translation in their linguistic study after China's entry into the WTO. Advertisement translation should make the same interpretation in the target text as that of in the original text since the persuasive function of advertising may be realized in foreign trade when the translation of advertisements effectively transmits the information of the source text to the target receiver. According to the former study in advertisement translation, we may found profuse representative examples of translation from English to Chinese while few classical examples in Chinese-English translation on advertisements. Moreover, food advertisement translation from Chinese to English may not meet the needs of the marketing so that it may fail in foreign trade with mistranslations with the limitations of traditional approaches. Traditional translation strategies employed by the translators may not suit to convey the message of food advertisements to the target readers. Therefore, a new approach to obtain optimal relevance in advertisement translation is of much significance in food advertisement translation.
Relevance Theory (RT) views the intra-lingual communication as one single ostensive-inferential process. Moreover, translation is an act of inter-lingual and cross-cultural communication. In RT, translation has been defined as a dynamic process and an act of ostensive-inferential inter-lingual interpretation of the source text. In RT, the ostensive-inferential communication obtains the comprehension and interpretation of utterance to achieve optimal relevance between the source text and the target text to meet the intention of the author with the expectation of the target language reader. The optimal relevance in RT may be employed in translation practice, as in food advertisement translation.
The thesis analyzes the translation of food advertisements in Sperber and Wilson's RT to obtain optimal relevance between the source text and the English version. RT offers the customers in English-speaking countries the appropriate strategies with the least cognitive effort to achieve optimal relevance associated with health, environment and naturalness in food advertisement translation in order to realize the ultimate objective of food sales.
引文
1. Dyer, G Advertising as Communication. London: Methuen. 1982:3.
2. Britt, Steuart Henderson. New York Herald Tribute. Oct. 30,1956.
3．林克难，1994，“关联翻译理论简介”[J]，《中国翻译》(1)。
4．叶苗，1998，“关于语用翻译学的思考”，《中国翻译》(5)。
5. Kardes, Frank R. & Kalyanaram. "Order-of-Entry Effects on Consumer Memory and Judgement: An Information Integration Perspective". Journal of Marketing Research. 29 (August) 1992.
6．赵静；1992/1997，《广告英语》，北京：外语教学与研究出版社。
7．陈柳婷，2003，“翻译与守门人—论对外宣传品的中译英"，硕士学位论文，南宁：广西大学。
8. Leech, Geoffrey. English in Advertising. London. 1966:25.
9. Crystal, D. & Davy, D. Investigating English Style. Harlow: Longman. 1983:222.
10. T. Ambler. "Myths about the mind: time to end some popular beliefs about how. advertising works". International Journal of Advertising. 1998:501-509.
11．刘重德，1991，《文化翻译十讲》，北京：中国对外翻译出版公司。
12．林语堂，1937，《论翻译》，光华书局。林语堂于1933年为吴曙天编著的《翻译论》(1937年1月，光华书局出版)作的序，即 为近万言的《论翻译》是他最系统、最全面论述翻译理论的文章。
13. Lin Shu (1852-1924), a well-known writer and translator, has translated English novels into Chinese with the classical Chinese language through others' dictation. "Translated novels by Lin Shu" has been the earliest literary works in modern literary history.
14. Newmark, Peter. Approaches to Translation. Shanghai: Shanghai Foreign Language Education Press. 2001.
15. Hatim, Basil & Mason, Ian. Discourse and the Translator. London: Routledge. 1990: 26.
16. Reiss, Katharina & Vermeer, H. J. Grundlegung einer allgemeinen Translationstheorie. Tubingen: Niemeyer. 1984.
17. Holz-Manttari, Justa. Translatorisches Handeln: Theorie und Methode. 1984.
18. Sperber,D, & Wilson, D. "Truthfulness and Relevance". Mind 111. 2002.
19. Blakemore, Diane. Semantic Constraints on Relevance [M]. Oxford: Blackwell. 1987. Blakemore, Diane. Understanding Utterances, An Introduction to Pragmatics. 1992.
20. Francisco Javier Diaz Perez. 2000. "Sperber and Wilson's RT and its Applicability to Advertising Discourse: Evidence from British Press Advertisements".
Baker, Mona.2000. "In Other Words:A Course book on Translation" [M]. Beijing:Foreign Language Teaching and Research Press.
Bell, R. T.1991. Translation and Translating. London:Longman.
Carston, R.& Uchida, S.1998. Relevance Theory:Applications and Implications. Amsterdam:John Benjamin.
Catford, J. C.1965. A Linguistic Theory of Translation. London:Oxford University Press.
Cook, G.1992. The Discourse of Advertising (2nd ed). London: Routledge.
Gutt, Ernst August.1991. Translation and Relevance:Cognition and Context. Oxford:Basil Blackwell Publisher Ltd.
Gutt, E. A.1992. Relevance Theory:A Guide to Effective Communication in Translation. Dallas:Summer Institute of Linguistics and New York:United Bible Societies.
Gutt, E. A.2000. Translation and Relevance:Cognition and Context (2nd). St. Jerome.
Gutt, E. A.2001. Pragmatic Aspects of Translation:Some Relevance-Theory Observations. In Leo hickey (ed). The Pragmatics of Translation. Shanghai Foreign Language Education Press.
Gutt, E. A.2004. Translation and Relevance:Cognition and Context. Shanghai:Shanghai Foreign Language Education Press.
Gutt, E. A.2005. "On the Significance of the Cognitive Core of Translation". The Translator.
Hermeren, L.1999. English for Sale:A Study of the Language of Advertising. Lund:Lund University Press.
Jin, D.& Nida, E. A.1984. "On Translation:With Special Reference to Chinese and English". Beijing:Translation Publishing Cooperation of China.
Jin, D & Nida, E.1986. On Translation. Beijing:China Translation and Publishing Cooperation.
Jucker, A. H.1997. A Review of Relevance:Communication and Cognition. Journal of Pragmatics 27.
Machenzie, Ian.1994. "Review of Gutt's Translation and Relevance". Journal of Literary Semantics.
Mueller, B.1998. International Advertising:Communicating across Cultures. Dalian:Dongbei University of Finance & Economics Press.
Nida, Eugene August.1964. Toward a Science of Translating. Leiden:E. J. Brill.
Nida, E. A.1993. A Language, Culture and Translation. Shanghai: Shanghai Foreign Language Education Press.
Nida, E. A.1998. Language, Culture and Translating. Shanghai Foreign Language Education Press.
Nida, E. A.2001. Language and Culture:Context in Translating [M]. Shanghai:Shanghai Foreign Language Education Press.
Nida, E. A.& Taber, C. R.2004. The Theory and Practice of Translation. Shanghai:Shanghai Foreign Language Education Press.
Nord, Christinae.1997. Translating as a Purposeful Activity. Manchester: St. Jerome Publishing.
Robyn Carson.1998. Relevance Theory:Application and Implications. Pragmatics and Beyond New Series. Amsterdam:John Benjamins.
Sperber, D.& Wilson, D.1986a. Relevance:Communication and Cognition. Oxfordr:Blackwell.
Sperber, D.& Wilson, D. Relevance:Communication and Cognition (2nd ed.). Oxford:Blackwell.1995.
Sperber, D.& Wilson, D.2001. Relevance:Communication and Cognition. Beijing:Foreign Language Teaching and Research Press & Blackwell Publishers Ltd.
Sperber, D.& Wilson, D.2003. Relevance:Communication and Cognition [M]. Beijing:Foreign Language and Research Press & Blackwell Published Ltd.
Tanaka, K. Advertising Language:A Pragmatic Approach to Advertisement in Britain and Japan. London:Routledge.1994.
Wilson, D & Sperber, D.2004. Relevance Theory. In L. Horn & G. Ward (eds) The Handbook of Lexical Pragmatics. Oxford:Blackwell.
Vestergaard, T.& Schroder, K.1985. The Language of Advertising. [M]. Oxford:Basil Blackwell Publisher Ltd.
Wilson, D.1999. Relevance and Relevance Theory. In Wilson & Keil (eds) MIT Encyclopedia of the Cognitive Sciences. Cambridge MA: MIT Press.719-722.
Wilss, W.1982. The Science of Translation:Problems and Methods. Tubingen:Narr.
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2. Britt, Steuart Henderson. New York Herald Tribute. Oct. 30,1956.
3．林克难，1994，“关联翻译理论简介”[J]，《中国翻译》(1)。
4．叶苗，1998，“关于语用翻译学的思考”，《中国翻译》(5)。
5. Kardes, Frank R. & Kalyanaram. "Order-of-Entry Effects on Consumer Memory and Judgement: An Information Integration Perspective". Journal of Marketing Research. 29 (August) 1992.
6．赵静；1992/1997，《广告英语》，北京：外语教学与研究出版社。
7．陈柳婷，2003，“翻译与守门人—论对外宣传品的中译英"，硕士学位论文，南宁：广西大学。
8. Leech, Geoffrey. English in Advertising. London. 1966:25.
9. Crystal, D. & Davy, D. Investigating English Style. Harlow: Longman. 1983:222.
10. T. Ambler. "Myths about the mind: time to end some popular beliefs about how. advertising works". International Journal of Advertising. 1998:501-509.
11．刘重德，1991，《文化翻译十讲》，北京：中国对外翻译出版公司。
12．林语堂，1937，《论翻译》，光华书局。林语堂于1933年为吴曙天编著的《翻译论》(1937年1月，光华书局出版)作的序，即 为近万言的《论翻译》是他最系统、最全面论述翻译理论的文章。
13. Lin Shu (1852-1924), a well-known writer and translator, has translated English novels into Chinese with the classical Chinese language through others' dictation. "Translated novels by Lin Shu" has been the earliest literary works in modern literary history.
14. Newmark, Peter. Approaches to Translation. Shanghai: Shanghai Foreign Language Education Press. 2001.
15. Hatim, Basil & Mason, Ian. Discourse and the Translator. London: Routledge. 1990: 26.
16. Reiss, Katharina & Vermeer, H. J. Grundlegung einer allgemeinen Translationstheorie. Tubingen: Niemeyer. 1984.
17. Holz-Manttari, Justa. Translatorisches Handeln: Theorie und Methode. 1984.
18. Sperber,D, & Wilson, D. "Truthfulness and Relevance". Mind 111. 2002.
19. Blakemore, Diane. Semantic Constraints on Relevance [M]. Oxford: Blackwell. 1987. Blakemore, Diane. Understanding Utterances, An Introduction to Pragmatics. 1992.
20. Francisco Javier Diaz Perez. 2000. "Sperber and Wilson's RT and its Applicability to Advertising Discourse: Evidence from British Press Advertisements".
Baker, Mona.2000. "In Other Words:A Course book on Translation" [M]. Beijing:Foreign Language Teaching and Research Press.
Bell, R. T.1991. Translation and Translating. London:Longman.
Carston, R.& Uchida, S.1998. Relevance Theory:Applications and Implications. Amsterdam:John Benjamin.
Catford, J. C.1965. A Linguistic Theory of Translation. London:Oxford University Press.
Cook, G.1992. The Discourse of Advertising (2nd ed). London: Routledge.
Gutt, Ernst August.1991. Translation and Relevance:Cognition and Context. Oxford:Basil Blackwell Publisher Ltd.
Gutt, E. A.1992. Relevance Theory:A Guide to Effective Communication in Translation. Dallas:Summer Institute of Linguistics and New York:United Bible Societies.
Gutt, E. A.2000. Translation and Relevance:Cognition and Context (2nd). St. Jerome.
Gutt, E. A.2001. Pragmatic Aspects of Translation:Some Relevance-Theory Observations. In Leo hickey (ed). The Pragmatics of Translation. Shanghai Foreign Language Education Press.
Gutt, E. A.2004. Translation and Relevance:Cognition and Context. Shanghai:Shanghai Foreign Language Education Press.
Gutt, E. A.2005. "On the Significance of the Cognitive Core of Translation". The Translator.
Hermeren, L.1999. English for Sale:A Study of the Language of Advertising. Lund:Lund University Press.
Jin, D.& Nida, E. A.1984. "On Translation:With Special Reference to Chinese and English". Beijing:Translation Publishing Cooperation of China.
Jin, D & Nida, E.1986. On Translation. Beijing:China Translation and Publishing Cooperation.
Jucker, A. H.1997. A Review of Relevance:Communication and Cognition. Journal of Pragmatics 27.
Machenzie, Ian.1994. "Review of Gutt's Translation and Relevance". Journal of Literary Semantics.
Mueller, B.1998. International Advertising:Communicating across Cultures. Dalian:Dongbei University of Finance & Economics Press.
Nida, Eugene August.1964. Toward a Science of Translating. Leiden:E. J. Brill.
Nida, E. A.1993. A Language, Culture and Translation. Shanghai: Shanghai Foreign Language Education Press.
Nida, E. A.1998. Language, Culture and Translating. Shanghai Foreign Language Education Press.
Nida, E. A.2001. Language and Culture:Context in Translating [M]. Shanghai:Shanghai Foreign Language Education Press.
Nida, E. A.& Taber, C. R.2004. The Theory and Practice of Translation. Shanghai:Shanghai Foreign Language Education Press.
Nord, Christinae.1997. Translating as a Purposeful Activity. Manchester: St. Jerome Publishing.
Robyn Carson.1998. Relevance Theory:Application and Implications. Pragmatics and Beyond New Series. Amsterdam:John Benjamins.
Sperber, D.& Wilson, D.1986a. Relevance:Communication and Cognition. Oxfordr:Blackwell.
Sperber, D.& Wilson, D. Relevance:Communication and Cognition (2nd ed.). Oxford:Blackwell.1995.
Sperber, D.& Wilson, D.2001. Relevance:Communication and Cognition. Beijing:Foreign Language Teaching and Research Press & Blackwell Publishers Ltd.
Sperber, D.& Wilson, D.2003. Relevance:Communication and Cognition [M]. Beijing:Foreign Language and Research Press & Blackwell Published Ltd.
Tanaka, K. Advertising Language:A Pragmatic Approach to Advertisement in Britain and Japan. London:Routledge.1994.
Wilson, D & Sperber, D.2004. Relevance Theory. In L. Horn & G. Ward (eds) The Handbook of Lexical Pragmatics. Oxford:Blackwell.
Vestergaard, T.& Schroder, K.1985. The Language of Advertising. [M]. Oxford:Basil Blackwell Publisher Ltd.
Wilson, D.1999. Relevance and Relevance Theory. In Wilson & Keil (eds) MIT Encyclopedia of the Cognitive Sciences. Cambridge MA: MIT Press.719-722.
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