从符号学的角度看广告翻译的等值

20078Aug.2007268JournalofHeilongjiangCollegeofEducationVol.26No.8(,210094):,;,:;;;;:H059:A:1001-7836(2007)08-0110-03:2007-05-18:(1975-),,,,,1,,,,,2(semiotics),Saussure(sign)(signifier)(signified),,,,,chopsticks,,,Saussure,CharlesPierce:1)(icon),,;2)(index),,,,;3)(symbol),,,Pierce,:,CharlesMorrisPierce,Morris,:(asingvehicle);(arepre2sentofasign)(aninterpretant),:(syntactic)(sign)(sign);(semantic)(sign)(entity);(pragmatic)(sign)(user):(intralingualmeaning)(referentialmeaning)(pragmaticmeaning),,,,Morris,,3311011,,(Whisky),(LUCENT),(Marboro),(Sunkist),(Intel)(Nokia),:ThespiritofAmerica(),,Spoilyourself¬yourfigure(),,,:Tidesin,dirtsout,TakeToshiba,taketheworld,EnjoyCoca-cola,,:KodarkisOlympicColor,Adiamondlastsforever.,(DeBierres),,,,312,PeterNewmark,,,,(1988),,(literalmeaning),,Seven-up,,Nike,,,,,FangFangWhiteelephant,?(,2004),,(literalmeaning)313(),,,,(identi2ficationalmeaning)(expressivemeaning)(associativemeaning)(socialmeaning)(imperativemeaning),:(Benz),(Pampers),(OnlyOne),(Colgate),(P&G),(Goodyear),(Head&Shoulders),(Rejoice)(Johnson),(,2005):Weintegrate,youcommunicate.,Welead,otherscopy.,,:Cometowheretheflavoris.MarlboroCountry.,Goodtothelastdrop.,()Taketimetoindulge.()!Letusmakethingsbetter.()111,,4,,,,,,:[1].[J].,2005,(4).[2].[J].,2004,(4).[3]Eco,Umberto,ATheoryofSemiotics[M].Bloomington:IndianaUniversityPress,1979.[4]Newmark,Peter,ATextbookofTranslation[M].London:Pren2ticeHall,1988.ASemioticApproachtowardTranslatingAdvertisementsWANGXin(NanjingUniv.ofScience&TechnologyForeignLanguagesDepartment,Nanjing210094,China)Abstract:Semioticsisascienceofstudyinghowsignsystemsareunderstoodandused.Fromasemioticapproach,translationisatransfor2mationoftwosignsystemsandequivalenceistherelationshipbetweenasignanditsinterpretant.Byusingexamplesofadvertisementtransla2tion,theauthorofthistexttriestoexploretheimplicationofequivalenceinasemioticsense.Keywords:semiotics;intralingualmeaning;referentialmeaning;pragmaticmeaning;advertisementtranslation(:)211