广告品牌文化形象的译文创意再现

©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()JournalofChangzhouInstituteofTechnology(SocialScienceEdition)Vol.27No.1Feb.2009:2008212219:(1970-),1,2(1.,213002;2.,213002):,,,,;,,,:;;;;:H31519:A:1673-0887(2009)01-0083-06,,,,,Sunk2ist,Sunkissed,,,,,,,MAXAM,,,,,,,,,,,,,,,?,,,,(vocativefunction,),,,;,,,,,,,,[1]:,,[2]©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()2009(),[3],,,,,,,,,,[4]95,,,,,,,,,,,[5]10;,[6],Wolftranslatingbetweencultures[7](),,,,,(culturaluniversal)(commensurability),,(),,,:(Max2wellHouse)Goodtothelastdrop,,,,,,,,GoodCompanion(),HeroMeetsHero(),NoProblemTooLarge.NoBusinessTooSmall(,),,,,[8],,GoldenCock,WhiteElephant,GoldenSilkSmallDates,Obesity2reducingTablets,GoldenDragon,,Gotoworkhappily,andcomebacksafely,[9]3,,[9]223(),(),,,,,[10],,,,,,,,48©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(dynamicequivalence)[11](functionalequivalehce)[12],,(Mitsubishi),,,Allmenarecreatedequal,Notallcarsarecreatedequal,,,,,,,,,,,,,(),,(),(),,,,;,,,,,Afriendinneedisafriendindeed,,,KISSME,,,,,,(EdwardHall)(high2context)(low2con2text),,,,,,,KISSME,,()[4]95,,,:,58©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()2009,[13]2.,,,,,,,[14],Poison,,,,,:Poison(),,,,,?,,,,[15],,Poison(),,,(Opi2um),,,Opium,,,,[16],,?,(,),,[17](),(ex2pressivetext)(informativetext)(vocativetext)[5]47,,,,,,,,1.,,,,,,,,,,,,,,,(Bassnett):,,,,[18]BMWBMW,BMW,68©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(),,:,[19](Honda)Fortheroadahead2.,,,,,,[20]119,,,,,,,,,KodakReebLacovDrinstBenz,,[20]119,,,(pre2structure),(fusionofhorizon2of2expectation),,,,20,CocaCola30,,CocaCola,,:,,,[21],,,,,[][1].[J].,2001(1):79-82.[2]NidaEA.Towardascienceoftranslating[M].Leiden:EJBrill,1964:156.[3]NordChristiane.Translationasapurposefulactivity[M].Shanghai:ShanghaiForeignLanguageEducationPress,2001:27.[4].:[J].,2000(3):95-99.[5]Newmark.Atextoftranslation[M].London:PrenticeHall,1988.[6]NidaEA.Language,culture,andtranslating[M].Shanghai:ShanghaiForeignLanguageEducationPress,1993:110.[7]WolfM.Translationasaprocessofpower:aspectsofculturalanthropologyintranslation[M]//MarySnell2Hornby.Transla2tionasinterculturalcommunication.Amsterdam&Philadelphia:JohnBenjaminsPublishingCompany,1995:124.[8].[M].:,2000:27.[9]BasilHatim,IanMason.Discourseandthetranslator[M].Lon2don:LongmanPublishingGroup,1990.[10].[J].,1996(3):28-33.[11]NidaEA,CharlesRT.Thetheoryandpracticeoftranslation[M].Leiden:EJBrill,1969:23.[12]WaardD,NidaEA.Fromonelanguagetoanother,functional78©1994-2010ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.()2009equivalenceinBibletranslating[M].Nashville:Nelson,1986:7-8.[13].:[J].,1998(2):12-19.[14]TanakaKeilo.Advertisinglanguage[M].London:Rouledge,1994:36.[15].[M]//(1949-1983).:,1984:268.[16],.[N].,1996-08-20(07).[17].[J].,2000(4):9-12.[18]BassnettS.Translationstudies[M].London&NewYork:Routledge,1991:14.[19].[J].,1995(4):41-42.[20].[J].:,1999(3):118-121.[21].[J].,1996(4):24-27.:(60),,,,;,,,,,,,,,,,,,,,,,[][1],.[M].:,2007.:88