广告翻译与认知语境

曾　立(株洲工学院外语系湖南株洲412008):成功的交际意味着说话人使其新信息与听话人认知语境中的原有信息相互作用,从而改变其认知语境。为了成功影响听话人的认知语境,说话人必须首先对它进行估量。在广告交际中,目标受众的态度对交际乃至整个广告运作的成败具有决定作用,广告人特别关注目标受众认知语境及其估量,因为它们对广告的接受、理解和反应情况具有极大的影响。在进行广告翻译时,由于对应的认知语境发生变化,译作很难在接受、理解和反应三个方面与原作等效。:广告;关联理论;认知语境;等效翻译:H059:A:1000-5544(2003)04-0043-04Abstract:Asuccessfulcommunicationmeansthatthecommunicatorwillcausehisnewinformationtobeinteractedwiththeinformationalreadyintheaddressee'scognitiveenvironment,thusalteringthelatter'scognitiveenviron-ment.Inordertosucceedinhavinganeffectonthiscognitiveenvironment,itisnecessaryforthecommunicatortoassessitfirst.Inadvertisingcommunication,theattitudeofthetargetaddresseesisdecisivetothesuccessorfailureofthecampaignaswellasthecommunication;therefore,superiorimportanceisattachedtothetargetaddressees'cognitiveenvironmentanditsassessment,whichplayagreatroleinhowwelltheadvertisementwillbereceived,comprehendedandrespondedto.Sincetranslatingacopyinvolvesachangeinthetargetaddressees'cognitiveenvi-ronment,thetranslationcannot,inmostcases,achievethesamereception,comprehensionandresponseastheorigi-nalone.Keywords:advertising;relevancetheory;cognitiveenvironment;dynamicequivalenttranslation1.1.1关联理论与认知语境Sperber&Wilson(1986/1995),(man-ifest)(),,,,,()(),:1);2);3),1.2目标受众认知语境及其估量在广告交际中的特殊重要性,,,,,(),(,2001:3-4),,(),,,1984:226-232.[3].[A].[C].:,1984:972-986.[4].[M].:,1994:288.[5].[A].[C].:,1984:351-354.[6].[A].[C].:,1984:337-343.[7].[A].[C].:,1984:344-349.[8].MariaTymoczko[J].,2001(2):61-65.[9].[J].,2002(2):29-32.[10].:()[J].,2001(3).:,,,收稿日期　2003-02-08责任编校　4320037244ForeignLanguageEducationJul.2003Vol.24No.4,,;,,,,,,1.3广告受众认知语境估量,,,,(),(,,1997:59-60),,,,(receptionontheeyeandtheear)(comprehensiononthemind)(responseontheheart)(J.ThomasRussell&W.RonaldLane,1997:503),,,,,2.,,/,,,,(reception)(comprehension)(response),,2.1广告翻译的等效标准,,(1964:156-225)(),,,,,(,1982),,,,,(,1982),()(),,,(comprehension)(reception)(response)AIDA(Attention;Inter-est;Desire;Action)(EstelmoLewes,,1999:44-45),,,(,1982)(imperative),2.2理解等效:,,,,,(,1982),,,,,,:(1)Here'sasingle-mindedyoungmanwho'seatingKellogg'sCornFlakeswithhishaton.Isthisallowed?Where'smother?Mother'stheresomeplace,butshe'slet-tingwellenoughalone.Smallboyishappy.He'sdippingupthatmilkandspooninginthosegoldenflakes.:这里是一个一心一意戴着帽子吃凯洛格玉蜀黍片的青年人。这可以吗?妈妈哪里去了?她在别的地方,她是很放心的不必管他。小孩子很快活。他勺出了牛奶,再把那些金黄色的玉蜀黍片用羹匙盛进去。(1),:1)??2)(smallboy),youngman?,,,,(1)(inference):(2)a.Asmallchildmusteatunderthecareofsomebodyexceptwhenthefoodissafeenough.()b.ThesmallboyisnoweatingKellogg'sCornFlakeswithouthismotherinattendanceasifhewereayoungman.()c.Kellogg'sCornFlakesmustbeaverysafeandconve-nientfood.()(2b)()(2a),4420037244ForeignLanguageEducationJul.2003Vol.24No.4(2c),(,,),,,,,(3)Planning.Doingthingstodaytomakeusbettertomorrow.Becausethefuturebelongstothosewhomaketheharddecisionsto-day.:规则为了我们美好的明天而努力工作,因为未来属于有坚定决心的人们。(3),,,,,,:!,,,,,,,,,,,::,,,,,,,,(high-context),(,)2.3接受等效与反应等效,,(),,,,,,,,,:(4)AskforMore.:,(5)BespecificGoUnionPacific.::,,,86%(McQuarrie&Mick,1992),,,,(eye-catcher)(4),(5),,,,(,,,,),,(),,,,,,,,(1)(3)(1),:(6)a.,()b.()c.()(3),,(pictorialmetaphor):(7)a.()b.()c.(),,,,3.3.1,,,,3.2,,,4520037244ForeignLanguageEducationJul.2003Vol.24No.4,,(),,(globalizedadvertising,Caillet,Z.&Muller,B.,1996):,,,:,1983:60-61,,,:,1994:62-63,,,2001(5),:,,2000(3)[1]Caillet,Z.&Muller,B.Observations:TheinfluenceofcultureonAmericanandBritishadvertising[J].JournalofAdvertisingRe-search,1996(3).[2]McQuarrie&Mick.Onresonance:Acriticalpluralisticinquiryintoadvertisingrhetoric[J].JournalofComsumerResearch,1992(Sept.).[3]Nida,E.A.TowardsaScienceofTranslation[M].Leiden:E.J.Brill,1964:156-225.[4]Sperber,D.&D.Wilson.Relevance:CommunicationandCogni-tion[M].Oxford:Blackwell,1986/1995.[5]J.ThomasRussell&W.RonaldLane.Kleppner'sAdvertisingProcedure,13th[M].:,1997:503.[6],.[M].:,1997:59-60.[7].[J].,1982(4).[8].[J].,1982(1).[9]..,1982(2).[10].[M].:,1999:44-45.[11].[M].:,2001:3-4.:,,收稿日期　2002-06-12责任编校　欢迎赐稿　　欢迎订阅《外语教学》(双月刊)系中国常用外国语类核心期刊、中国人文社科学报核心期刊、第二届全国百强社科学报,国内外公开发行。本刊以繁荣学术,促进中国的外语教学与研究为己任,主要有语言学、翻译理论、外国文学、外语教学等栏目。从2003年起本刊改为大16开本。改版后,每期由19万字扩至30万字,定价8元,全年48元。本刊逢单月6日出版,全国各地邮局征订发行,邮发代号52-170,如果误订可直接与编辑部联系。联系地址:西安外国语学院62号信箱《外语教学》编辑部联系人:周世范邮　编:710061　电　话:[phone]　传　真:[phone]网　址:　　电子邮件:[e-mail]4620037244ForeignLanguageEducationJul.2003Vol.24No.4