陈孝静. 个性化公益标语与多元优化翻译策略——从切斯特曼翻译规范视角的一种解读[J]. 云南农业大学学报(社会科学), 2014, 8(1): 83-89. DOI: 10.3969/j.issn.1004-390X(s).2014.01.018
引用本文: 陈孝静. 个性化公益标语与多元优化翻译策略——从切斯特曼翻译规范视角的一种解读[J]. 云南农业大学学报(社会科学), 2014, 8(1): 83-89. DOI: 10.3969/j.issn.1004-390X(s).2014.01.018
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CHEN Xiaojing. Diversity and Optimization and Translation of Creative Slogans：An Brief Analysis From the Perspective of Chesterman’s Norms[J]. Journal of Yunnan Agricultural University (Social Science), 2014, 8(1): 83-89. DOI: 10.3969/j.issn.1004-390X(s).2014.01.018
Citation: CHEN Xiaojing. Diversity and Optimization and Translation of Creative Slogans：An Brief Analysis From the Perspective of Chesterman’s Norms[J]. Journal of Yunnan Agricultural University (Social Science), 2014, 8(1): 83-89. DOI: 10.3969/j.issn.1004-390X(s).2014.01.018
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个性化公益标语与多元优化翻译策略——从切斯特曼翻译规范视角的一种解读

Diversity and Optimization and Translation of Creative Slogans：An Brief Analysis From the Perspective of Chesterman’s Norms

    摘要
  • 摘要: 顺应信息民主化、新型公益理念以及受众更高的审美要求，个性化标语应运而生并开始兴起，要求译者顺应受众期待，尊重其个性与差异。文中从切斯特曼翻译规范与策略角度分析个性化标语翻译，指出应避免忠实、等效等误区，发挥译者主动性，遵循多元优化原则，用组合策略来翻译色彩斑斓的个性化标语。

     

    Abstract: More and more slogans tend to be creative and diversified under the background of democratization of communication in China. The paper gives a brief analysis of the existing problems with slogan translation from the perspective of Chesterman's Norms and proposes that slogan translation need to orient towards diversity and optimization rather than towards faithfulness and equivalence, hence a comprehensive strategy should be adopted to render the various creative slogans.

     

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