臺灣博碩士論文加值系統

如今由於網際網路無遠弗屆，世界各地的人們越來越近了。雖然人們不能像網際網路那樣即時旅行，但全球化已經滲透到整個世界。許多產品或服務旨在向全世界的所有人銷售。一些國際品牌進入中國，香港和台灣市場，或海外華人市場。廣告通常用於宣傳商品。在廣告類型中，廣告標語通常是與商標對齊的且是最具吸引力的標誌。商標是品牌識別，但廣告標語可以告訴大眾更多有關產品、服務和公司精神的信息，以便立即引起人們的注意。費米爾(Vermeer)的目的論(Skopos)，在廣告標語的翻譯上，可以用來檢視是否適切符合其作用。
本研究旨在了解哪些策略適合廣告標語翻譯，採用直譯(literal translation)、意譯(free translation)和交際翻譯(communicative translation)策略來研究哪種策略可以成為翻譯廣告標語的最佳方式。本研究結果所示，廣告標語的直譯和交際翻譯是最常用的方法。意譯翻譯使用較少，其原因可能是國際企業希望向全世界傳遞一致的信息。直譯或交際翻譯可以比意譯在傳輸廣告標語訊息效果更佳。換句話說，保持廣告標語（產品或服務）的核心訊息與本地元素相結合可以是廣告標語翻譯的最佳策略。此外，平行結構(parallel symmetric structure;對偶)和四字構句(four word expression)是大多數翻譯人員最常用的形式。無論是直譯、意譯還是交際翻譯策略，建議使用這種結構調整翻譯內容，以獲得更好的溝通效果。

Nowadays, people in the world are getting closer and closer due to the Internet. Although people cannot travel as much as the Internet did, the Internet does bring people together and impact every aspects of human’s life. Globalization has been a phenomenon that permeates into the whole world. Many products or services aim to sell to all the people around the world. Some international brands enter China, Hong Kong and Taiwan markets, or overseas Chinese markets. The advertisements are often used to promote the commodity. Among the types of advertisements, advertising slogan is usually the most attractive symbol that aligns with the logo. A logo is a trademark, but slogan can tell more about the products, services, and company spirits in order to get people’s attention right away. We can use Reiss’ text typology, Vermeer’ Skopos and Newmark’s Communicative translation to guide the slogan translation.
In order to know which strategies is proper for advertising slogan translation, this study aims to investigate which strategy, literal, free, and communicative translation strategies, can be the best way for translating AD slogan. As the finding shows, literal and communicative translations for AD slogan are the most commonly used methods. Free translation is less used. The reason may be that the international enterprises would like to have a consistent message to the whole world. Literal translation or communicative translation may better transmit the messages than free translation does. In other words, maintaining the center core of slogan (product or service) with local element can be the best strategy for AD slogan translation. Inside the study, we can find the parallel symmetric structure (parallelism) and four-word expressions are the most appropriate form used by the most translators. No matter which strategy is used, it is better to adjust the translation with this parallel symmetric structure and/or four-word expressions to have a better communication effect.

Table of Contents

摘要…………………………………………………………………………………..ⅰ
Abstract……………………………………………………………………………….ii
Acknowledgement...…..….……………………………………………………….….iv
Table of Contents……………………………………………………………………...v
Chapter One Introduction……………………………………………………………..1
1.1 Research Background……………………………………………………..1
1.2 Research purposes………………………………………………………...4
1.3 Research Questions………………………………………………………..6
1.4 Outline of Chapters………………………………………………………..6
Chapter Two Literature Review……………………………………………………….8
2.1 Reviews of Related Slogan Translation Studies……………………………8
2.2 Some Reflections on the Previous Studies………………………………...11
2.3 Reiss’s Text Typology and Vermeer’s Skopos...…………………………...14
2.4 Newmark’s Theory………………………………………….……………..16
Chapter Three Methodology…………………………………………………………20
3.1 Data Collection……………………………………………………………20
3.2 Classification of Criteria…………………………………………………..21
Chapter Four Findings and Discussions……………………………………………...24
4.1 Analysis of Translating Strategies…………………………………………24
4.2 Discussion of the Use of Translation Strategies…………………………...27
4.3 Conclusion………………………………………………………………....36
Chapter Five Conclusion……………………………………………………………..45
5.1 Summary of the findings…………………………………………………..45
5.2 Conclusion and Limitations………………………………………………..47
Appendix……………………………………………………………………………..50
References……………………………………………………………………………58
 

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