從廣告翻譯看法語世界

The Translation of Advertising Slogans in the Teaching of French

10.29716/TKSFLL.202212_(38).0005

陳瑋靜(Chen, Wei-Ching)

翻譯 ； 廣告 ； 跨語言 ； 跨文化 ； 法語教學 ； Translation ； advertising ； interlingual and intercultural communication ； French language teaching

淡江外語論叢

38期（2022 / 12 / 01）

138 - 161

繁體中文;英文

本論文主要探談廣告在法語翻譯課堂中的實際運用。以淡江大學法語系大三翻譯課109年和110年兩個學年度的學生為研究對象，淺談法國品牌平面廣告在翻譯課堂的教學實用性。並以實例分析學生實作上所遇到的理解和技巧問題。再延伸思考廣告能否作為跨語言、跨文化的教學媒介？能否為台灣的法語學習者打開一扇窗、提供理解法語區文化的多元方式？許多的外語教學者、翻譯研究學者都曾表示廣告文案因其「生活化、流通性」的特點，在翻譯教學上能起到「正向」的效果。然而，同時也因為廣告文體的特殊性，常用的文字遊戲如雙關語、諧音、刻意的字詞誤用或借用都有可能構成法語學習者的理解困難。此外，對台灣的法語學習者而言，由於缺乏對法語區日常生活文化的深度認識，也可能造成對翻譯原文的隔閡，而引發翻譯不到位的結果。本論文將透過學生的翻譯範例，說明廣告翻譯對法語教學的可能性和對法語世界認識的成效。

This paper focuses on the practical use of advertising slogans in French translation classes. The subjects of the study are students in the third-year translation class in the Department of French at Tamkang University. The students' understanding and skills are analyzed with practical examples. We will then consider whether advertising can be used as a cross-language and cross-cultural teaching medium. Can the use of French brand advertisements in translation classes broaden the horizons of French learners in Taiwan and allow students to learn more about the multiculturalism of the French-speaking region? Many foreign-language teachers and translation researchers believe that advertising texts have a positive effect on translation teaching because that advertising text has the characteristics of being widespread and relevant to daily life. At the same time, however, because of other special characteristics, including plays on words such as puns, harmonic, and deliberate misuse or borrowing of words, they may be difficult for French language learners to understand. In addition, for French learners in Taiwan, a lack of in-depth knowledge of Francophone life and culture may also create a barrier to the translation of the original text and lead to poor translation results. This paper will illustrate the possibilities of using advertising text as translation exercises in French language teaching and the effectiveness of understanding the Francophone world through student translation examples.

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