英语论文广告语英汉翻译策略探究On EnglishChinese Translation of Advertising Slogans.docx
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英语论文广告语英汉翻译策略探究On EnglishChinese Translation of Advertising Slogans.docx
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英语论文广告语英汉翻译策略探究OnEnglishChineseTranslationofAdvertisingSlogans
广告语英汉翻译策略探究
OnEnglish-ChineseTranslationofAdvertisingSlogans
摘要
进入二十一世纪以来,由于我国改革开放的不断深化、加入WTO和全球经济一体化等诸多因素影响,越来越多的外国跨国公司进入中国,开展业务。
由于英语这一国际通用语言的影响力,再加上企业的形象战略和品牌建设需要,以及跨国公司的广告语在全球范围内具有相对的统一性这个显著特点,大部分跨国公司的原广告语为英语。
为了更好地适应当地受众的文化习惯,打破语言壁垒,更好地促进企业的商务业绩,做好广告语的中文翻译和本地化无疑具有十分重要的意义和价值。
本文试图通过精心搜集的三十二个世界知名跨国公司的英语广告语及其中文翻译实例,来揭示实践操作中英语广告语翻译的现状、基本策略和技巧。
通过调研和系统化地分析总结,作者发现,英语广告语翻译大体上可以分为三类,一类是直译,一类是意译,一类是增译。
同时,英语广告语在句法、词法和一些修辞手段的运用上都与其他英语文体有较大地区别。
这就要求从事英语广告语翻译的相关人士,在工作过程中要重视英中两种语言及其所属的历史文化上的差异,使得翻译前后的作品基本达到等效的结果。
由于搜集的实例数量有限,以及官方广告语正式翻译资源的相对匮乏,加之一些知名企业将其英文广告语直接导入目标市场,可能导致结论出现缺陷和不足。
所以,本文只是对英语广告语翻译的一次尝试,希望在以后的学习进程中进行更为深刻地研究。
从另外一个角度来说,作者还期望此文能对越来越多的我国企业走出国门进行国际营销时,对其中文广告语的英文翻译提供一定的参考价值。
关键词:
广告语;英汉翻译;现状;策略
Abstract
WiththefurtherdevelopmentofChina’srevolutionandopening-upandChina’sentryintoWTO,moreandmoreforeignmulti-nationalcorporations(MNC)haveenteredChinesemarkettosetuptheirbusiness.MostMNC’soriginaladvertisingslogansareinEnglishforthereasonthatEnglishisthedominatinglanguageinternationally.Besides,theirslogansareconsistentinglobalmarkettomeettherequirementofMNCs’identitystrategyandbrandbuildingpolicy.However,forChineselocaltargetconsumers’betterawarenessofthebrandkeymessageandpromotionofcompanybusiness,itisabsolutelynecessarytotranslateandlocalizetheEnglishslogansintoChinese.
Thispaperexamines32representativeEnglishadvertisingslogansofworldfamousbrandsandtheircorrespondingtranslatedChineseversions.Basedonthis,thepapertriestoexplorethestrategiesandtechniquesoftheE-Cadvertisingsloganstranslation.
Throughtheresearchresult,wecouldinferhowsomebasictranslationstrategiesapplied,people’scommonpracticesandsomeuniquefeaturesinadvertisementslogantranslation.TheauthorfindsoutthatE-Cadvertisingsloganstranslationcouldbecategorizedintothreegroups:
literaltranslation,freetranslationandmeaning-addtranslation.Besides,Englishadvertisingslogansaremuchdifferentfromothertextsinsyntax,morphologyandrhetoric.Tomakesuretranslationresultscarriessamemeaningswiththeoriginalones,thepersonworkingonEnglishadvertisingsloganstranslationshouldpayattentiontotheculturaldifference.
TheweaknessofthisresearchlieinthatsamplescollectedmaynotbeadequateandtypicalenoughduetotheresourceforofficialslogantranslationislimitedplussomefamouscompaniesadopttheEnglishoriginaldirectlyeveninaforeignmarket.
Theauthorhopesbasedonhisattempt,moreinvestigationwouldbecarriedoutinthisareainthefuturestudy.MeanwhiletheresearcheralsohopesthisresearchwouldbeviewedasreferencewhenwetranslateChineseadvertisingslogansintoEnglishfornationalcompanies’globalmarketing.
Keywords:
AdvertisingSlogan;E-CTranslation;Strategies
Tableofcontents
Pages
1. Introduction-----------------------------------------------------------------------------------------
1.1ResearchBackgroud--------------------------------------------------------------------------
1.2ResearchObjective----------------------------------------------------------------------------
1.3ProjectDesign-----------------------------------------------------------------------------------
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2. Rationale----------------------------------------------------------------------------------------------
2.1DefinitionofAdvertisingSlogan----------------------------------------------------------
2.2ThelinguisticfeaturesofEnglishAdvertisingSlogan-----------------------------
2.2.1MorphologyinEnglishAdvertisingslogan----------------------------------
2.2.2SyntaxinEnglishAdvertisingSlogan-----------------------------------------
2.2.3RhetoricalDevicesinEnglishAdvertisingslogan-------------------------
2.3TranslationPrinciples---------------------------------------------------------------------
2.4TranslationStrategies-------------------------------------------------------------------------
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3.DescriptionoftheData-----------------------------------------------------------------------
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4.DataAnalysis---------------------------------------------------------------------------------------
4.1AnlysisoftheTwoLanguageVersions------------------------------------------------
4.1.1ThreeMainTranslationMethods--------------------------------------------------
4.1.2TheOtherUniqueTranslationWaysinChineseCulture------------------
4.2Summary------------------------------------------------------------------------------------------
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5.ResultsandSuggestions--------------------------------------------------------------------
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5.1Results----------------------------------------------------------------------------------------------
5.1.1SomeCommonSkills------------------------------------------------------------------
5.1.2TheUniqueFeaturesofAdvertisingSlogansTranslation-----------------
5.2SuggestionsontheUseofTranslatingStrategies-----------------------------------
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6.Conclusion---------------------------------------------------------------------------------------------
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Bibliography-----------------------------------------------------------------------------------------------
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Appendix:
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OnEnglish-ChineseTranslationofAdvertisingSlogans
1.Introduction
1.1ResearchBackground
1.1.1Whyadvertisement?
Themodernadvertisementthatoriginatedinwesterncountriesundoubtedlyhasgreatinfluencesontheentirehumansociety.Corporationsofeveryfieldcastbillionsofdollarsintoadvertisementeveryyear,layovereverykindofmedia,launchsomanycampaignsandhireagreatnumberoffamouspeoplefortheirprolocutors.Accordingtothesurvey,theglobaladvertisingexpenditurein2000isabout410billionUSdollars.InChina,theverynextyearafterthecarryingoutofreformandopening-upin1978,i.e.1979,wascalledthefirstyearofcomprehensiverecoveryChineseadvertisementfield.Nowadays,Chinesepeoplefindthattheyhavebeensurroundedbyvariouskindsofadvertisements.Obviously,asthereformandopening-upfurtherdevelops,advertisementwouldplayamoreandmoreimportantroleinourstateeconomyandpeople’slife.
Atpersonallevel,theauthorismuchinterestedinadvertisingespeciallyincopywriting.Alsotheauthorhascertainexperiencesindrafting,translatingandpolishingadvertisements.
1.1.1Whyslogans?
Intheadvertisingidentificationandcommunication,advertisingsloganshaveheldauniqueandirreplaceableposition.Nowadays,moreandmoreinternationalfamouscompanieshaveendowedadvertisingsloganswithpriorstatusandregardedthemasanimportantpartoftheirstrategydevelopment,whichincludesbrandbuilding,corporationcultureshaping,productcharacteristicsandcorporationidentificationsystem.
1.1.1WhyE-C?
BasedonthefactthatChina’sadvertisementstartedrelativelylate,thereferencesandmodelsmainlyareEnglishadvertisements,especiallytheforeignandjointventureadvertisingcompaniesdominatedthemodernChineseadvertisingmarket.Therefore,ThescopeofthethesisismainlycoveredbypracticalexamplesfromEnglishadvertisingslogans,translationstrategiesbasedoncomparativestudiesoftranslationexamplesandtheiroriginalversions.
1.2ResearchObjective
Throughtheresearchtheauthoraimstoaccomplishthefollowingobjectives:
1)ThebasictranslationrulesappliedtoE-Cadvertisingsloganstranslation;
2)TosummarizetheresearchandlookintothefutureofEnglishadvertisingslogananditstranslation.
Tofulfillthisproject,theauthorwillbetterunderstandadvertisingslogan’slanguagecharacteristicsandimprovetranslationskills.Alsoitwillenabletheresearchercreatebetteradvertisingslogans,bringthemoresmoothandpropersenseofforeignadvertisingsloganstoournation’sconsumers.
1.3ProjectDesign
Theresearchisdividedintofourparts.Inpartone,theauthorwilldefineadvertisingslogansanddescribethemaintheoriesrelatedtothestudy.Inparttwo,theauthorwillgofurtherintothestudyofE-Cadvertisingslogantranslationbyexamining32carefully-choseexamplesandtheirtranslations.Inpartthree,theauthoraimstosummarizeE-Cadvertisingslogantranslationstrategiesaccordingtothedataanalysis,andalsofindtheimportantfactorswhichaffectonthetranslator’sdecision-makingoftranslationstrategiesaswellasoffersuggestionsforthepracticeofadvertisingslogantranslation.Finally,inpartfour,theauthorwillsummarizethewholeresearchandpresenttheimplicationsforthefuturepracticeandresearch.
2.Rationale
2.1DefinitionofAdvertisingSlogan
SincethisprojectaimstoexploretheE-Ctranslationstrategiesofadvertisingslogans,weshouldfirstlookintowhatisadvertisingslogan.AccordingtotheDefinitionCommitteeofAmericanMarketingAssociation(方薇,1997,p2),advertisingisdefinedasfollows:
Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.TheOxfordDictionary6theditionexplainssloganas“awordorphrasethatiseasytoremember,usedforexamplebyapoliticalpartyorinadvertisingtoattractpeople’sattentionortosuggestanideaquickly”.(Advancedlearner’sEnglish-ChineseDictionary,TheCommercialPress&OxfordUniversityPress)
Slogan:
Astandardcompanystatement(alsocalledataglineorathemeline)forad
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