论英语广告语篇翻译的"三性"原则

广告语篇翻译是一种跨语言、跨文化、目的性极强的交际活动。由于广告语篇是以文谋钱为创作目的,因此,指导英语广告语篇翻译的原则自然地与普通英语翻译的原则有所不同。从英语广告语篇翻译的性质和目的来看,它应当遵循三性原则:信息内容上的忠实性;语言形式上的吸引性;文化上的可接受性。以上三性原则是评价英语广告语篇翻译质量高低的重要标准。

Towards the Three Principles for Translation of English Advertising Texts

Translation of advertising texts is a type of cross-language and cross-culture communication activity with a definite purpose.The purposes of advertising and its translation determine that the principles for advertising translating are certainly different from general translation standards,motivated as they are by profit making.Taking into account the nature and purpose of translation of English advertising texts,this paper proposes,explains and illustrates the following three principles for their translati...