网购商品推介外译'实化'策略实证研究——兼论多模态文本特征及其互参关系

摘要

网购的蓬勃发展离不开电子屏幕文本的推介作用.国内外对多模态文本研究已取得可喜成就,但从应用翻译视角探索多模态网购商品推介外译的研究还不多见.采用经验归纳与理论阐释、定性分析与量化研究相结合的研究方法,在目的-顺应理论框架下探讨多模态网购推介翻译的"实化"策略.在对比分析中英网购女裙推介的多模态文本特征及各模态之互参关系基础上,将实化策略原则及若干辅助性准则运用到翻译实践中,并对该策略的效度进行了实证研究.%Multimodal texts have been studied both at home and abroad, but little attention has been paid to the translation of multimodal online promotions that play an important role in online shopping.By integrating empiric induction, theoretic explanation and qualitative with quantitative research methods, this paper discusses the strategic Principle of Manifestation previously proposed in the theoretic framework of Skopos-adaptation.Based on the analysis of the textual features and their interplays of multimodal texts, the authors applied the Manifestation principle and its auxiliary norms to the translation of skirt promotions on Taobao, and validated their effectiveness through questionnaires.