[1]彭朝忠,彭志洪.基于广告传播视角的校训翻译研究——兼谈江西师范大学校训的翻译[J].江西师范大学学报(哲学社会科学版),2013,(02):133-136.
　PENG Chaozhong,PENG Zhihong.On the Translation of School Mottos from the Perspective of Advertisement Communication——Concurrent Comment on the Translation of the School Motto of Jiangxi Normal University[J].,2013,(02):133-136.
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基于广告传播视角的校训翻译研究——兼谈江西师范大学校训的翻译()
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《江西师范大学学报》（哲学社会科学版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2013年02期
页码:
133-136
栏目:
出版日期:
2013-03-01

文章信息/Info

Title:
On the Translation of School Mottos from the Perspective of Advertisement Communication——Concurrent Comment on the Translation of the School Motto of Jiangxi Normal University
作者:
彭朝忠;彭志洪;
江西师范大学 外国语学院,江西 南昌,330027
Author(s):
PENG Chaozhong；PENG Zhihong
关键词:
高校校训翻译; 功能; 广告传播; 广告翻译
Keywords:
school motto translation;  function;  advertisement communication;  advertisement translation
分类号:
H315.9
文献标志码:
A
摘要:
近年来,随着中国高校对外交流的日益频繁,高校校训的翻译受到了越来越多的关注。然而,由于校训翻译研究相对滞后,中国校训翻译中亟待解决的问题愈来愈明显。其主要原因是译者对校训文本的类型、校训翻译的功能及目的认识不够,如果从广告传播视角出发,灵活采用广告翻译策略,应该能够较好地解决这个问题。结合江西师大的校训进行翻译说明,以期探索校训翻译的一条新途径。
Abstract:
In recent years,thanks to the increasingly communications between Chinese universities and their overseas counterparts,the study on the translation of school mottos are paid more and more attention.Because the study on the translation of school mottos relatively lag behind some improper or inaccurate interpretations occurred deserve adequate attention.After a deliberate analysis of the key factors such as the text type of school motto and its function which are often neglected,this article puts forward a feasible angle——advertisement communication and translation strategy to tackle with school motto translation.Meanwhile,a possible version of the school motto of Jiangxi Normal University is given to illustrate the feasibility of this method.

参考文献/References:

[1]周永模.大学校训的主要特点及翻译原则[J].中国科技翻译,2008,(2).
[2]杜争鸣.从苏州大学校训中管窥中英互译原理[J].苏州大学学报,2007,(2).
[3]Reiss,Katharina.Translation Criticism:Potential and Limitations[M].Shanghai:Shanghai Foreign Language Education Press,2004.
[4]张沉香.功能目的理论与应用翻译研究[M].长沙:湖南师范大学出版社,2007.
[5]唐艳芳.论广告翻译的美学策略[J].浙江师范大学学报(社会科学版),2003,(2).

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备注/Memo

备注/Memo:
2011年江西师范大学科研计划项目“基于广告翻译视角的校训翻译研究——兼谈江西师范大学校训的翻译”(编号:3938)
更新日期/Last Update: 1900-01-01