【作者】 王静；

【导师】 石松； 包亚芝；

【作者基本信息】 南京农业大学 ， 翻译硕士（专业学位）， 2021， 硕士

【摘要】 目前,中国奢侈品市场前景广阔,中国消费者是全球奢侈品市场的主动力,消费规模位居世界前列。伴随着越来越多的国外奢侈品品牌进入中国市场,并且不断增加宣传投入,奢侈品品牌的营销文本日益增多,这些奢侈品品牌的营销文本能够提升品牌的知名度,扩大销量,因此奢侈品品牌营销文本的翻译会对产品的推广和销售产生重要影响。本报告着眼于腕表和服装领域的奢侈品品牌营销文本,并探讨了文本类型理论在奢侈品品牌营销文本翻译中的指导意义,根据文本类型理论,奢侈品品牌的营销文本主要具有信息和号召功能,因而应采取语义翻译和交际翻译相结合的翻译方法。在该翻译项目中,具有信息功能的文本需要表达准确,术语翻译准确统一,而号召功能的文本则需要能够达到一定的营销目的。本文主要分为以下四部分:翻译简介和翻译过程描述、相关研究、案例分析和翻译实践总结。笔者首先介绍了项目内容和翻译过程,这部分介绍了翻译前后的工作,在相关研究部分介绍了奢侈品品牌营销文本翻译的现状和纽马克的文本类型理论,并结合具体案例阐述了翻译实践中的问题,重点从词汇、句法和篇章三个层面分析了如何有效提高翻译的宣传效果,笔者发现使用四字格可以抓住读者眼球,提升阅读兴趣,专业术语的正确翻译对文章的理解也至关重要,长句翻译中要注意调整语序,合理断句,同时在篇章层面要注意全文逻辑前后连贯一致。最后在总结部分分析了笔者自身的不足,以希望能够为奢侈品品牌营销文本的翻译实践提供借鉴。更多还原

【Abstract】 At present,China’s luxury market has a broad prospect.Chinese consumers are the main part of the global luxury market,and their consumption scale is among the top in the world.Along with more and more foreign luxury brands entering the Chinese market,which constantly increase advertising investments,the luxury brands’ marketing texts are increasing.The luxury brands’ marketing texts can enhance brand awareness and expand sales,so the translation of luxury brands’ marketing texts can have an important impact on product promotion and sales.This report focuses on luxury brands in the field of clothing and watch marketing texts,and discusses the application of the text typology theory in text translation of luxury goods sales.According to the text typology theory,the luxury brands’ marketing texts mainly have the informative and vocative functions,and therefore they should be translated with the combination of semantic and communicative translation methods.In this translation project,the texts with information function need to express accurately,the term translation needs to be accurate,and the texts with vocative function need to be able to achieve a certain marketing purpose.This report is divided into the following four parts: an introduction to translation and a description of the translation process,relevant studies,case studies and a summary of translation practice.Firstly,the author introduces the project content and translation process.This part introduces the work before and after translation.In the relevant research part,the author introduces the current studies of texts translation of luxury brands marketing,Newmark’s text type theory and his translation theory.Then the author talks about the problems in translation practice based on specific cases,mainly from three aspects:vocabulary,syntax and discourse to analyse how to improve the translation of publicity.The author finds that using four words can hold readers’ attention and improve reading interest.The translation of professional terms in the article is also important.In long sentences,translators should pay attention to the word order.At the same time at the discourse level translators should pay attention to the logic and coherence.Finally,the author’s shortcomings are analyzed in the summary part,hoping that this translation practice can be helpful for the future work.更多还原