浅谈英汉语言文化差异对广告翻译的影响.docx
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浅谈英汉语言文化差异对广告翻译的影响.docx
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浅谈英汉语言文化差异对广告翻译的影响
浅谈英汉语言文化差异对广告翻译的影响
Abstract]Astheproductofculture,advertisementdirectlyreflectsthecloserelationshipbetweenlanguageandculture.Andadvertisinglanguageisaspecialartform,whichhasprofoundculturalbackgroundandcanbeinfluencedbythetendencyofthetimes.ThispaperinvestigatestheChineseandEnglishadvertisinglanguages,anduncoverstheculturedifferencesinadvertisements.Thenitdiscussestheproblemsintheadvertisingtranslation,andputsforwardtheartisticandeffectivemethodsofadvertisingtranslation.
Theworldisgettingincreasinglyglobalized.Advertisementiscloselyrelatedtotheculture.Thepurposeofanadvertisementistopersuadetargetconsumeserstobuytheadvertisedproductsorservices.Thus,itisamostimportanttasktobeawareofthedifferencesbetweenChinesecultureandwesternculture.Thispaperanalyzesthedifferencesfromsixaspects:
monismversuspluralism,collectivismversusindividualism,theimplicitwayversusthedirectway,theimagerypatternversustheabstractpattern,respectofauthorityversusrespectofself-performance,andthedifferencesofsocialbackgroundandaesthetics.
Somedefectsandevenunsuccessfuladvertisementsaremadebecauseofthepoorqualityoftranslation.Thispaperproceedsfromproblemsinadvertisingtranslationthatthetranslatorsdonothaveagoodcommandofthenation-specificcultureandistooadhesivetotheadvertisement’ssuperficialmeaningwhiletherearealotofculturalfactorshiddeninthepresentadvertisingtranslation.Infact,advertisementtranslationrequiresmorethanjustrenderingsentencesintoanotherlanguage.Translatorshavetoconverttheideasandthoughtsbehindthesentencesintothetargetlanguagebyapplyingtheknowledgeofthetargetculture.Thispapersuggestssomemethodstomakeadvertisingtranslationinviewofthelanguageandculturedifferences.
[Keywords]advertisinglanguage;culturedifference;advertisingtranslation
【摘要】广告作为文化的产物,可以更直接地展示语言和文化的关系,所以广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。
本文对中、英广告语言进行了探讨,揭示了中英广告的语言在语音、语义、文字形式及修辞等方面的差异以及文化差异。
然后,文章分析了广告语言翻译中存在的问题,从文化的角度提出了有关广告翻译的艺术的有效方法。
因为全球的经济一体化,所以广告语言涉及了大量的文化知识。
既然广告语言的目的是劝导目标消费者购买其产品或服务,那么充分理解中西文化差异就成了一项举足轻重的任务。
本文从六个方面进行分析,它们依次是一元论和多元论、集体主义和个人主义、含蓄和率直、形象和抽象、权威意识从众心理和自身功效自身价值、社会历史背景、审美方式等差异。
中英广告的互译中,有许多不理想的实例,有的甚至导致了销售挫折.本文分析了问题的原因,主要是在于当今广告翻译同样蕴藏着大量的文化,而译者却没有足够的文化的驾驭能力,太拘泥于原文表层。
事实上,广告的翻译不是简单地把句子翻译出来。
翻译人员要充分运用目标文化知识,把句子后而所承载的思想、概念尤其是文化传递给译入语的目标消费者。
所以本文旨从广告语言文化差异的角度出发介绍几种英汉广告互译的方法。
【关键词】广告语言;文化差异;广告翻译
1.LinguisticDifferencesReflectedinAdvertisements
Shenxiaolong[1]oncesummarizesthatwesternlanguagesarerule-governedwhiletheChineselanguageispeople-governed.Inotherword,Chineseisalanguagegovernedbymeaning.Chineseisregardedasaflexiblelanguagewhichcanbelongorshortinitslexicalunits,andisbasedonthelanguageoflogicphrasechunkswhileWesternlanguagearemadeupofverbcentralelementswhichareinflexible.
Thefollowingpartofthispaperwilldiscusssevenaspectsoflinguisticdifferencesreflectedinadvertisement.
1.1Flowingchunksvs.SVstructure
JinHuikang[2]comparestheChineseandEnglishlanguagesindetails.Inviewofsyntax,Chinesesentencesconnectminor-clausesaccordingtochronologicalorlogicalorder.Thestructureseemsshortandloose.Itseldomfocusesononerigidpointbutmovesaccordingwiththelogicalorderandthechangingrhythm.UnliketheChinesestructure,Englishsentencedisplaysaspatialarrangementwiththeverbasacenter.Theyareclearinmeaningandtightinstructure.Therefore,Chinesesyntacticstructuresusuallyemployparataxis,whileEnglishadoptshypostasis.Intranslation,wemustgetridofourownwayofthinking,andarrangesentencesconformingtothetargetrulesandconventions.ThefollowingexamplesshowtheseintrinsicdifferencesworkinginChineseandEnglish,andhelpusexploresomeplausibletranslationmethods.
(1)境内西湖如明镜,千峰凝翠,洞壑幽深,风光绮丽。
TheWestLakeislikeamirror,embellishedallaroundwithgreenhillsanddeepcavesofenchantingbeauty.[3]
Obviously,theoriginalstructureischangedinthetargettext.ThestructureoftheChineseadvertisementisloosewithsomeshortclauses,whereastheEnglishonebreaksitintoonesentence,whichiscenteredonaverb,withmodifiersofparticiplephrase,propositionphrase,andnounphrasearoundit.Bydoingso,thetranslationemphasizesthecentralmeaningintheSVstructure"TheWestLakeislikeamirror"andspecifiestheimpliedlogicalrelationshipinthesurfaceform.ReflectinglinguisticfeaturesofEnglishlanguage,thetranslationisasuccessfuloneinbothcontentandfunction.
1.2Flowerylanguagevs.concisewording[4]
“Whenconcerningabouttherhetoric,ChinesetendstousegorgeouswordswhileEnglishhasavividcharacterofconciseness.
“Chineseisgoodwritertoexpresstheirfeelingsbywritingandtrytheirbesttoapplygrandvocabularytodescribebeautifulandmovingimagestobesoundedelegantly.Manyhigh-soundingwordscanbefoundinChinese.Forinstance,inChineseadvertisementswefrequentlyseewordslike“一流”(first class),“完美”(perfect),“独特”(specific)regardlessofthequalityofgoodsbeingadvertised.Withregardtolanguageforms,theChineselanguagestrivesforsymmetryinstructureandrhymeinsound,hencereadingneat,implicitandmusical.Forexample,four-characterphrases,parallelism,antithesisappearsfrequentlyinChinese.Inordertoachieverhyming,emphasisorneatstructureChineselanguageoftenresortstotautology.
“Onthecontrary,westernliteratureandarthavebeendevelopingunderthetheoryofimitatingthereality.TheEnglishlanguagereflectsthistheoryandprovestobeobjective,factualandrational.Ithastightsentencestructure,meticulousstreamofthought,andlogicalrelationshipbetweenlinguisticunits,concisewordingandstraightforwarddescription.Allinall,brevityisthesoulofwit,orinotherwords,aproperwordinaproperplaceisgoodEnglish.AbusingoffloridlanguageisforbiddeningoodEnglish,foritisconsideredillogicalandmayharmtheoriginalmeaningorcommunication.
“ThusChineseandEnglishadvertisementsarequitedifferent,especiallywhendescribingsceneryintouristadvertisements.Itisalanguageforpoetstogiveexpressiontospecialfeelingsinsteadofdefiningorjudging.Evenwhendescribingsceneries,Englishdisplaysabeautyofform,straightforward,explicit,objective,unlikethecasual,subjectiveChinese.Forexample,thefollowingadvertisementwrittenbyanativespeakerofEnglishisconciseandplain,andthroughsimileandcombinationofconcretescenes,itprovidesenoughspaceforimagination.However,fromthepointofviewofChinese,itmaybetooplain.Forexample:
(2)Tinyislandsarestrungaroundtheedgeofthepeninsulalikeapearlnecklace.Hunksofcoralreef,coconutpalmsandfinewhitesand.
“Ifwetranslateitwordbyword,itwillnotmeetChinesereaders’expectation.Soabundantmodifierssuchas“礁红”,“成片”,and“如银”,andfour-characterphraseslike“玲珑小巧”,and“如诗如画”areemployedtomakethetranslatedversionreadbeautiful.
“座座岛屿玲珑小巧,紧密相连,像一串珍珠缀成的项链,环绕着半岛边缘。
岛上珊瑚礁红,椰树成片,沙滩如银,景色如诗如画。
“TheboldcharactersaddcharmtothescenicspotandcontributetothewholerhymingstructurebutmeannothingtoEnglishreadersbecausetheyarerepetitiveandwordy.ThesameistruethatinC-Etranslation,thosesuperfluousmodifiersshouldbeomitted,adaptedorimplicitbetweenlinessoastomakethetargetversionconformtothewesterners’aestheticstandards.”
1.3Speechcontrast[5]
Thepronunciationofthelanguagecancausethementallydifferentsenseofhearingresult,andstirupthedifferentreactionmentally,howeveritissoftorclearandcrisporstrong,ordignified.Inadvertisinglanguage,weusuallymakeuseofonomatopoeicmotivation,soundsymbolismandechoismwhichcouldeasilycausethetargetaudience’saestheticfeeling.ButthereexistagreatdifferencebetweenChineseandwesternspeech,onomatopoeiaandrhythm.Asaresult,itmakestranslatorpuzzled.InEnglishadvertisingwords,inordertomaketheadfullofaestheticfeeling,theyoftenmakeuseofalliteration,assonance,rhyme,andconsonance.Forexample,theadvertisementphrase”NeverlateonFather’sDay."Therearetwoassonance[ei]whichsoundmusicallyharmonious.However,itisquitedifficulttoattainthisaestheticfeelinginitsChinesetranslation.Moreoverwhiletranslatingweshouldstillnoticesomeadvertisementsphrasesoundmaycausetoleadtobadmeaninginanotherlanguage.ForexampletheJapanesecompanyofToshibaonceusesanadvertisement:
(3)"东芝(Toshiba),东芝(Toshiba),大家的东芝”.Thisisaadvertisinglyric.Thefirst“东芝”istranslatedintothesound"Toshiba".Henceyoungpeoplejokinglyreaditas“偷去吧,偷去吧,大家的东西”Inthisway,there’snosolemnityatall.
1.4Semanticcontrast[5]
Languageisanessentialpartaswellasthecarrierofaculture,whichnotonlyreflectsitsracialhistoryandculturalbackground,butalsoincludestheviews,lifestyle,andthinkingmethod.Meanwhile,advertisinglanguage,onebranchofthelanguage,isalsoreflectedbytheculture.Itisnotenoughforadvertisingtranslatorsonlytoknowtheliteralmeaningofanad,foritmaybeendowedwithextendedmeaningandculturalimplication.Fullycompetentadvertisingtranslatorsaresupposedtohaveagoodcommandofreligions,traditions,ethnicattitudes,thespiritofcommunity,andpurchasinghabitsofthetargetcountries.Otherwise,thetranslatedadsmightgoagainsttheoriginalintentionoftheproducersinthefollowingfouraspects.
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- 关 键 词:
- 浅谈 英汉 语言 文化差异 广告 翻译 影响