【作者】 韩静；

【导师】 朱宏清；

【作者基本信息】 东南大学 ， 英语语言文学， 2017， 硕士

【摘要】 美学设计是现代产品设计要素的重要内容,也是未来广告设计的发展方向。美学除了体现于产品本身功能用途等的开发,也包括其广告宣传语的美学设计。随着大众消费观念的日益多元化以及资源的全球化,广告语的美学设计就不仅呈现于其语言本身的美,还包括与目的语之间转换的翻译之美。在全球经济高速发展的势头下,网络作为服务于改革开放的先导力量以及与世界沟通的桥梁,在国际商务往来中的作用愈发突出。线上产品推广作为依托于互联网在传统媒体的基础上发展起来的营销推广形式,在科技产品日益创新和人性化的同时,产品的广告语言也作为一种表情达意的工具,兼具科技化和情感化的特色,在全球范围内都趋于注重情感化的设计。显然,时代与科技的发展对广告语的创作提出越来越高的要求。广告语不仅要做到精准,更为重要的是要富于情感化和艺术性。国内外学界逐渐不再把眼光局限于广告语言的主体本身的研究,更多的是将视野拓展到用户的心理需求上。而国外日新月异的新产品引入国内时,此类产品的广告描述语的翻译直接决定其产品在国内的接受程度。因此,互联网科技产品描述语的翻译更注重高品质与艺术效果,例如谷歌、苹果、微软等信息科技巨头的产品广告更是精益求精。每一种语言都有独特的艺术价值与美感功能,不同语言背后的艺术价值和美感功能的转换是其研究必不可少的对象。根据翻译审美客体形式的不同,审美主体所产生的灵活的审美表现对策也是千变万化。用户最大的满意来自于产品为其提供的价值,包括满足其本身在视觉上、听觉上直接获取的愉悦,除此之外更深层次的是心理、情感上的满足。所以,本文以顶尖互联网苹果官网各种产品介绍首页的翻译实践为实例,从视听感性美、结构形态美、意义含蕴美、意象意境美、文化色彩美五个角度对其原文与译文进行了详细的比较分析研究,从翻译美学的角度细细品味生活中商业化的科技信息带来的美的体验。产品最终要销往世界,应针对目的语读者给出合适、合理的译本。译文是否出色则决定着其是否能在不同目的语读者身上产生相似的影响力。通过深入的分析,笔者希望可以为科技类广告翻译提供更为新颖、科学的理论建议,为科技产品翻译工作者以及国内互联网产品宣传推广提供新的思路与灵感。更多还原

【Abstract】 Aesthetic design is an essential part of contemporary product design and advanced orientation of future advertisement.Not only in the application and function development of the product,aesthetics ideas also emerge in the aesthetic design of advertisement.Along with the increasingly diversified concepts about mass consumption and the global allocation of resources,the aesthetic design of advertisement involves more of translation aesthetics with the target language rather than the beauty in the language.In the trend of blooming economic development,the internet gradually thrives in the international commercial transaction as the leading force serving the Chinese economic reform as a communication channel with the world.Arising from the traditional media,online product promotion is a start-up marketing mode relying on the internet.In the present era filled with cumulatively innovative and humanized science and technology products,the advertisement language,as a communicating instrument,possesses technological and emotional characteristics.More and more emphasis has been laid on the emotionalized design in advertisement translation.Apparently,the development of science and technology along with the times has put forward higher demands on advertisement creation.Apart from the expected accuracy,the focus of academic circles is not confined to the entity of the advertisement language,but expanded on the user’s psychological needs.In addition,as a large volume of ever-changing overseas products are introduced into China,the translation quality of the product advertisement straightly determines the domestic acceptability of the product.Therefore,the demand of the advertisement translation quality of the internet products has gone beyond the information conveying and has been increased onto another level of artistic effect.The information technology magnates like Apple,Google and Microsoft have already started to strive for perfection in their advertisements.Artistic merits and aesthetic functions exist in every single language.The switch and the transformation behind various languages are essential objects in this research.In accordance with the diversified forms of translation aesthetic objects,there has been a big variety of flexible aesthetic presentations and strategies.User’s great satisfaction,stemming from the value provided by the product,contains the immediate visual and auditory pleasure as well as the profound psychological and affectional contentment.Hence,taking the advertisement translation practice on the homepage of Apple products as an example,the thesis employs the elaborate comparative analysis between the original and the Chinese versions from five expressive perspectives:audio and visual effects,structure and form,meaning and implication,artistic image and conception and cultural influence.All the examples in this thesis help to verify that the online commercials can also bring equal experience of beauty to the readers and users in addition to their information of technology.Since the products are expected to be sold around the world ultimately,proper and reasonable translation for the target language readers is in urgent need.The quality and effect of the translation determines whether the products can achieve equivalent or similar impact on the readers.Based on detailed exploration,the author of the thesis hopes to offer some novel and scientific suggestions and fresh thoughts as well as inspirations to technology translators and domestic promotion of the internet products.更多还原