从广告翻译角度分析中西文化差异Word格式文档下载.docx

从广告翻译角度分析中西文化差异Word格式文档下载.docx

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ChapterTwoTheEmbodimentsofSino-westernCulturalDifferencesinAdvertisingTranslation

2.1DifferencesinCoreCulturalValues

2.2DifferencesinConsumptionConception

2.3DifferencesinThinkingMode

2.4DifferencesinEtiquetteandCustomCulture

ChapterThreeImpactsofSino-westernCulturalDifferencesonAdvertisingTranslation

3.1LiteralTranslation

3.2FreeTranslation

3.3SupplementaryTranslation

3.4CondensedTranslation

ChapterFourConclusion

摘要

广告是一种实用文体，语言风格鲜明、独特，并且具有很高商业价值。

语言是文化的载体，广告是从属于商业文化的亚文化，一定的文化传统、信仰和价值观都会渗透进这一文化载体，体现出不同国家、不同民族的特点和个性,广告翻译则是不同文化交流的桥梁。

广告的特殊文体风格和社会功能决定了广告翻译的特殊性。

如今经济全球化，广告翻译尤为重要。

一直以来，国内外许多学者从广告的语言特征进行研究，如简洁，新奇和轰动效应。

如何将这些特点在译文中重构，是广告翻译的难点。

广告承载着各个民族的文化，且各个民族的美学标准对广告的接受性有着直接的影响。

广告翻译要求译者有在创作的能力，不仅需要传达出原语的意义，而且需考虑怎样才能让潜在客户接受译文。

本文从文化差异的角度入手，在此基础上，推导出在跨文化视角下广告翻译应当遵循的策略，从而提高广告译文的质量，使广告翻译更加准确、恰当地传播其所承载的商业文化信息。

因此，广告翻译一门技术，更是一门艺术。

它在不同文化间宣传和推销产品与服务的同时，也传播、影响甚至创新了自身文化和他者文化。

关键词：

文化差异；

广告翻译；

翻译策略

Advertisinglanguageisakindofpracticalstyle,inwhichtheaccurateandvividlanguagehasveryhighcommercialvalue.Languageisthecarrierofculture,whileadvertisinglanguageissubordinatedtocommercialculture.Culturaltraditions,beliefsandvalueswillpenetrateintothecarrierofculture,whichreflectsthecharacteristicsandpersonalitiesindifferentcountriesandethnicgroups.Advertisingtranslationisoftencomparedtothebridgeofculturalexchange.Theuniquestyleandsocialfunctionofadvertisinglanguagedeterminestheparticularityofadvertisingtranslation.Theglobalizationmakesthetranslationofadvertisementsveryimportant.

However,manyscholarsbothathomeandabroadhavepaidattentiontotheuniquelinguisticcharacteristicsofadvertisements,whichcanbesummedupinthreewords:

brevity,novelty,andsonority.Thesefeaturesshouldberetainedinthetranslationofanyadvertisement.Butadvertisementsarealsoheavilyculturallyloadedanddifferentnationshavedifferentaestheticstandardswhichaffectthereceptionofadvertisement.Translationofadvertisementrequiresspecialabilityofrecreation.Thetranslatorhastoconsidernotonlythemeaningoftheoriginaltext,butalsohowpotentialcustomerwillreceivesuchtranslations.Thispaperexploreswhatkindoftranslationstrategiesshouldbeadoptedtotranslateadvertisementsfromthecross-culturalperspective,soastoimprovethequalityofadvertisingtranslationandmakethetranslationofadvertisementsspreadthecultureofbusinessmoreaccuratelyandappropriately.Therefore,advertisingtranslationisatechnology,andevenanart.Itnotonlypromotesproductsandservicesbutalsospreads,impactsandeveninnovatetheirowncultureandotherssimultaneously.

Keywords：

culturaldifferences;

advertisingtranslation;

translationstrategies

AftertheentranceintoWTO,lotsofgoodsfromabroadhavebeencomingintoChinamarket,andmeanwhilemoreandmoredomesticproductsalsohavetheopportunitytoentertheinternationalmarketandcompetewithforeignbrandproducts.Tojointheinternationalcompetition,domesticproductsmustestablishagoodimageandcreateinternationalcommercialreputation.Advertisingasameansofmassmedia,whichplaysanimportantroleinintroducingthequalityandperformanceofforeigngoodstodomesticconsumersandpromotingChineseproductstoforeignconsumers.Advertisingtranslationbecomesanimportanttopicofsocialpragmaticswithitsvivid,uniquelanguagestyleandsocialpragmaticfunctions.Thispaperaimstomakeamoreprofoundstudyontheadvertisingtranslationfromtheperspectiveofculturaldifferences.

Advertisementshasthefollowingcharacteristics:

Advertisementsisaplannedandpurposefulactivity;

whichgivesprioritytocompanies,enterprises,businessandsoon,whiletheobjectsofcommercialadvertisementsarethevast,existingorpotentialcustomers.Inordertopromotethesaleofgoodsandservices,andmakeadvertisinghostsmoreprofitable,advertisementsisspreadbythemassmediaadvertising“Ithinkthatwonderfuladvertisementcanmarketproductandservicebeforeitattractspublicattention”（DavidOgilvy,2010:

110）.Itcanbeseenthatthepromotional,economicalandculturaleffectofagoodcommercialadvertisementissoquicklyandmagic."

Advertisingiscomposedoftwoparts:

thevisualandauditory.Thevisualpartincludes:

1Language:

title,text,recognitionmark,namely,thesloganandlogo.2non-language:

referstoallthevisualelementsexceptwords.Theauditorypartincludesadvertisingwords,music,audioandsoon"

（QiYunfang,2003:

6）Advertisinggenerallyreferstothewrittenadvertisingandverbaladvertising.Thenewspaperads,magazineads,directmailadvertising,packageadvertising,packaging,advertisingoutdooradvertisingandoutsideadvertisingbelongstothewrittenadvertising.Radioadvertisingbelongtoverbaladvertising.Televisionadvertisingandfilmadvertisingisbetweenthetwoforms,whichhavethemostextensiveimpactandthehighestadvertisingexpenses.

Writtenadvertisementiscomposedofsixparts:

1.Headline,includingsub-headlinewhichisusedtorefineandsimplifyadvertisingtheme,anddeterminedwhetherreadersreadthetext.Itsmainpurposeistoattractthereader'

sattentionandappealtothereaderstobeconsumers.Asuccessfuladvertisementtitleshouldbecharacterizedbyinductivity,simplicity,pertinenceandnovelty.Itnotonlyletthereaderunderstandthemaincontentsofadvertising,butalsoinducereaderstoreadthetextadsandotherrelatedcontent,thenmotivatesreaderstopurchase.Forexample:

TheadvertisementtitleofYamahaelectronicpianois"

Everytimewerace,youwin."

每次我们竞赛，你总赢.Thistitleimpliestwomeanings:

first,inthefiercecompetitionoftheelectronicinstrumentindustry,qualityYamahaelectronicpianoalwaysmakecustomersatisfactory.Second,manyconsumers,especiallyChineseyoungconsumers,whohaveYamahaelectronicorganmeansthatwinvictoryinthetestmatch.Moreover.Chineseheadline:

依照箭头所指的方向，您就会走在最前面”（箭牌衬衫）.GoalongthedirectionofARROW,andyouwillsurelybethepacesetter.ThemeaningoftheadvertisementtitlemeansthatifyoufollowtheArrow,you'

llbecomeafashionplate.Theconciseadvertisementtitlenotonlydeeplyimpressthereaders,butalsoarousethereader'

sdesiretopurchase.

2.Bodycopy:

Itisthecoreofadvertisementandtheextensionofthetitle.Bodycopycanprovideadetaileddescriptionofthecommodityfunction,characteristics,applicationmethodandafter-saleserviceinformation.Whentheadtitleandillustrationattractthereaders'

interest,bodycopycanbeusedtosatisfythereader'

scuriosity.Accordingtotheadvertisementwritingstyleandtechniqueofexpression,itcangenerallyclassifiedintobodytext,dialoguetextanddescription.

3.Slogan:

Itplaysaroleinpropagandaandfurtherdeepeningtheimpression.Itcanmaintainthecontinuityandpermanenceofadvertisements.Successfuladvertisingsloganwillspreadaroundtheworld,consumershavelong-termgoodimpressiononcommoditiesanditsenterprise.Therefore,advertisingslogansoftenadopttheshortphrase,whichiseasytoremember.Forexample:

theadvertisingsloganofCanoncamera"

Thinkagain,ThinkCanon"

;

theadvertisingsloganofChineseAirlines"

Wetreasureeachencounter."

andtheadvertisingsloganofKodakfilmstrip"

Showyoutruecolors"

.

4.Trademark:

Trademarkispatentedandprotectedbylawaftertheindustrialandcommercialadministrationdepartmentregistered.Itsmainfunctionistodistinguishbetweenthedifferentproductsoftheproducersandoperators,andtoreflectthecredibilityofenterprises,whichcanhelpconsumerschoosedifferentbrandgoodsandprotectconsumerinterests.Trademarkconsistsofbrandnameandvisualtrademarksymbol.Trademarkitselfisaformofadvertising,suchasthetrademarks:

“ROLEX”and“BMW”.

Underthebackgroundofglobalization,culturalcommunicationistheintersubjectiveexchange,whichcommunicatesinformationbylanguage.Thetendenciesofthetimesrequirespeopleshouldgowiththetideofworlddevelopment.Theprogressofsocietyiscloselyrelatedtothedifferentculturalcommunication,interculturalcommunicationinextricablylinkswithlanguage;

thetransformationandunderstandingbetweendifferentlanguagesmustrelyontranslation.Culturerestrictsthelanguagemodelandourbehavior.BritishwriterGilesandChinesepoetWangChangling"

洛阳亲友如相问，一片冰心在玉壶。

"

Thesecondhalfofthesentence"

tellthem:

acoldheartinthejadebottle"

.Theartisticconceptionandemotionintheoriginalpoetrybecomedull.AsaBritishpeople,Gilesdon'

tunderstand"

ice"

and"

jade"

inChinesemeans"

purity"

.Similarly,theBritishpoetShakespearecomparesthelovedpeopleasthesummerdayinhissonnets.ItisalsodifficulttounderstandforChinesereaders.Advertisingisanimportantmeansofsocialcommunicationandtheexchangeofcommodities.Commercialadvertisingvalueisachievedwhichbasedonthelanguageandculture.Commodityadvertisementsofdifferentlanguagesstillreachaconsensusthroughtranslation.Acommercialadvertisementiscomposedofwords,pictures,musicandotherelements,amongwhichlanguageandcultureareinaleadingposition.In