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1、密級：——單位代碼：一!Q墨墨9學(xué)號：0—330134—41041學(xué)火警OfTechnoloqy一●碩士學(xué)位論文MASTERDISSERTATIoNo論文題目：OntheStrategiesforTranslatingAdvertisements————InthePerspectiveofPragmaticEquivalence學(xué)位類別：學(xué)科專業(yè)：(工程領(lǐng)域)作者姓名：導(dǎo)師姓名：一完成時間：學(xué)歷碩士英語浯言文學(xué)方耀任靜生教授2006年5
2、月AbstractWiththerapiddevelopmentofInternationalbusinessandmultinationalcorporations，thereisagrowingneedforefficientinternationaladvertisingcommunicationandtranslationTheamountofadvertisingtranslationisalreadysubstantial，
3、andkeepsincreasingHoweverincommensuratewithitsimportanceincross—culturalcommunication，advertisingtranslationisstillanunder—exploredfield，andthetraditionalequivalencetheoriesseemincreasinglyinadequatetomeettheneedsinthisa
4、spectThatisbecauseadvertisementsareofaverypracticaltypeofwritingwithhighcommercialorsocialvalue，andalltheadvertisingmaterialshaveonethingincommon，thatis，behindthesuperficialpropertiesofanadvertisementtherealwaysliesthees
5、senceofit：theauthor’SintentiontopersuadetargetreadersIfthetranslatorrigidlyadherestotheoriginalformandcontentinadvertisingtranslation，thetranslationmaynotproducethepersuasiveeffectandmayleadtoatotalfailureTherefore，amore
6、practicaltheoryandmoreeffectivestrategiesintranslatingadvertisementsarecalledforAsabreakthroughwiththetraditionalequivalencetheoriesandanimportantcomplementtotranslationstudies，thetheoryofpragmaticequivalencehasopenedupa
7、newperspectivetothestudyofadvertisingtranslationKollerputsforwardthenotionofpragmaticequivalenceandregardstranslationasacommunicativeactivitytocommunicatetheauthor’Sintentionandmeetthereaders’needTheChineserepresentative
8、ofpragmatictranslation，HeZiran，givesamoredetailedaccountofthistheoryHearguesthatpragmatiesincludespragmalinguisticsandsociopragmaticPragmalinguisticreferstothestudyofpragmaticforceorlanguageuseinthecontextformallyencoded
9、inthestructureofalanguage，andsociopragmaticreferstothepragmaticstudieswhichexaminetheconditionsonlanguageusethatderivefromthesocialandculturalsituationPragmaticequivalence，thus，includingpragmalinguisticequivalenceandsoci
10、opragmaticequivalence，aimsattranslatingthepragmaticforceofthemessage(theauthor’Sintention)infull，takingenoughaccountofthedifferencesbetweenthetargetandsourcelanguageinpragmalinguisticsandsociopragmaticsTherefore，itisofgr
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