广告类文本翻译存在的文化过滤问题及其解决方案Word文档下载推荐.docx
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广告类文本翻译存在的文化过滤问题及其解决方案Word文档下载推荐.docx
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广告被当做是一种独特的文化载体,它在经济、文化传播中的作用也越来越显著。
本文以跨文化背景中的广告类文本翻译为研究对象,通过文化翻译观,运用实例分析广告类文本翻译过程中存在的语用失误、禁忌语使用不当、联想差异等问题。
根据文化翻译观原则,提出翻译者应通过注重文化移情、了解英语国家的禁忌语以及考虑外国人的思维方式来解决上述问题。
关键词:
广告类文本;
汉英/英汉翻译;
文化过滤;
问题;
解决方法;
Abstract
Abstract:
Withtheincreasinglyfastdevelopmentoftheglobalizationofeconomy,China’seconomicandculturalexchangeswithothercountrieshavebecomemoreandmorefrequent.Advertising,asaspecialcarrierofculture,playsaleadingroleineconomicandculturaltransmission.Baseontheculturaltranslationtheoryandcaseanalysis,itmainlyelaboratesonthepragmaticfailures,inappropriateuseoftaboosandassociativedifferencesamongtheadvertisingtexttranslation,aimingtoprovetheimportanceandvalueofculturalfilteringonadvertisingtexttranslation.Accordingtoculturaltranslationtheory,thepapertriestoprovidesomesolutionsfortranslatorstosolveproblemslikethat,suchasadoptculturalempathy,knowmoreaboutEnglish-speakingcountries’taboosandpayattentiontoforeigners’wayofthinking.
Keywords:
Advertisingtext;
C-E/E-Ctranslation;
culturalfiltering;
problems;
solutions;
Chapter1Introduction
1.1Researchvalueofstudy
Withthefiercedevelopmentofeconomicglobalization,China’seconomicandculturalinteractionswithEnglish-speakingcountriesaregrowing.MoreandmoreChineseproductswalkuptotheinternationalmarketwhileanever-increasingforeignproductsfloodintoChinamarket.Asaspecialcommunicatingformthatconnectscorporationsandcustomers,advertisingcannotonlyhelpcustomersknowtheproductsbetter,butalsohelpcorporationsestablishagoodcorporationimagetoexploreforeigncommoditiesmarket.Besides,advertisingisaculturalexchangeprocesswhichisconstantlyaimingatupholdinganoteworthyaccomplishmentofdifferentcountries’languages,values,conventions,nationalcharacteristics,etc.Thebasictraitofcultureisrepresentedinamorecomprehensiveandthoroughway.(Wang,2007:
11)However,becauseoftheculturalandhistoricaldifferencesbetweenChinaandsomeEnglish-speakingcountries,theEnglishadvertisinghavesomeculturalfactorsthatarenotinconformitywithChinesecustomers’tastes,sodoestheChineseadvertising.
FromtheviewpointofSusanBassnett’sculturaltranslationtheory,thepaperattemptstoanalyzetheculturalfilteringonadvertisingtexttranslationwhichincludestrademarks,slogans,etc.Culturalfilteringisaninevitablephenomenoninadvertisingtexttranslation,includingtheculturalfilteringofvalues,linguisticsymbols,etc.Agoodtranslatedtextadvertisementcanhelpthecompanysellproductseasierandenhancecorporation’spopularity.
1.2Methodofstudy
Fromtheperspectiveofculturalfiltering,thepapermainlyanalysestheinappropriateadvertisingtexttranslation.Thepurposeofthisstudyistoprovideafurtherunderstandingonhowculturalfilteringinfluencesadvertisingtexttranslation.Thepapermainlyreliesontwomodes.Thefirstisliteratureanalysiswhichgivesthethesistheoreticalsupport.Thesecondisspecificanalysiswhichanalysesthespecificadvertisingtexttranslation.
1.3Organizationofstudy
Therearesixchaptersinthispaper.Chapteroneisanintroduction.Thevalueofstudyandmethodofstudywillbegiveninthischapter.Chaptertwoisliteraturereview.Thispartmainlytalksaboutpreviousresearchonadvertisingtexttranslation,bothathomeandabroad.Unsolvedproblemsofpreviousresearchwillalsobementioned.Chapterthreeisaboutproblemsexistinginculturalfilteringwhichwillinfluenceadvertisingtexttranslation.Inthischapter,severalspecificadvertisingtexttranslationexampleswillbegiven.Chapterfourisabriefintroductionofculturaltranslationtheory,concludingthedevelopmentandcoreofculturaltranslationtheory.Thefifthchaptermainlytalksabouthowtouseculturaltranslationtheorytosolveproblemsexistinginculturalfiltering.Thelastchapterisconclusion.Itsumsupthefindingsandlimitationsofthisthesiswillalsobementioned.
Chapter2Literaturereview
Asarelativelynewresearchfieldintranslationstudies,differentfromtheliterarytranslation,advertisementtranslationdoesnothavelonghistoryeitherintheoryorinpractice.Nevertheless,ithasbeendevelopedrapidlybothathomeandabroad.Agreatnumberofpriorstudieshavebeencompletedinthisspecificrealm.Inthisthesis,thewriterjustsummarizestheoneswhospeciallyfocusedonadvertisementtranslationandpresentsthedevelopmenttrackofadvertisementtranslationstudies.
2.1Previousoverseasresearchonadvertisementtexttranslation
HurbinP.(1972)wasthefirstpersonwhobroughtuptheexpression“advertisementtranslation”intranslationstudiesinhispieceofwritingPeut-ontraduirelaLanguedelaPublicité
.ThearticlewasaddressedinthedayswhenEugeneNida’sviewofequivalencewasprevalentintheresearchoflinguistictranslation.Heproposedatheorythatiftheglossariesfoundedonexplicitproductcategorieswereformedthentheadvertisementtranslationisprobable.What’smore,heprovidedthesignificanceofinvestigatingadvertisingtexttranslationandpresentedtoreadershisownperceptivecommentsonhowtoputtranslationintopracticesandhowtousedifferentlanguagestoconveyadvertisinginformation.
Thenduringthefollowing20years,withtherapideconomicgrowthamongdifferentareas,globalizationhasbecomeaninevitabletendencyintheeconomy,whichcertainlyinfluencedadvertisementtranslationstudies.Equivalencewasnolongthemajorconcernandfunctionalismhadtakenthecenterstageintranslationstudies.
SeguinotCandace(1995)wasthefirstpersonwhohighlightedthetranslator’sroleinthetrendofglobalizationandpointedoutthat“themarketingofgoodsandservicesacrossculturalboundariesinvolvesanunderstandingofculturalandsemioticsthatgoeswellbeyondbothlanguageanddesign”.Sheconsideredculture-specificmattersasoneofthemostproblematicpartsoftranslationontheglobalmarket;
however,shefailedtoprovideaprofoundanalysisandasatisfyingapproachtosolvethisproblem.
ThebookEnglishinAdvertising:
AlinguisticStudyofAdvertisinginGreatBritain(1966)whichwaswrittenbyGeoffreyN.Leechisregardedasthefirstbooktoanalyzeadvertisinglanguageinaperspectiveoflinguistic.Thebookisofmorescientificratherthanexpresstheauthor’sownview.GeoffreystudiesthelanguageofadvertisementwithagreatdealofexamplescollectedfromBritaintelevisionads.Heputtheemphasisonthevalueofrhetoricdevicesandsyntacticstructures,butheneglectedsocialfunctionsofadsinsomedegreebecauseofthelimitedlinguisticdevelopmentatthattime.
MethieuGuideredelveddeeperintotherelationsbetweenadvertisingandtranslationunderthecircumstancesofglobalization,andpublishedhisTranslatingAdsin2000.Sofar,thisbookmaybetheonlypublishedonewhichmainlyfocusesontheadvertisementtranslation.Itcomesintocontactwithinternationaladvertisingoftransnationalfirms,whichcallsforinterpretingtheirowncommunicationcampaignsintootherlanguages.Guidereexploredtheadvertisementtranslationwitharangeofillustrativeexamplesunderdifferentlanguagecircumstances,includingChinese.Throughsystematicstudiesaboutinternationaladsoftransnationalcompanies,Guidereputforwardanotionthattheefficacyofatranslatedadvertisementdependsonwhatthetranslatorintendingto.However,thereisanimportantquestionremainsunanswered:
howcantheefficacyofadvertisingtexttranslationbeevaluated?
2.2Previousdomesticresearchonadvertisementtexttranslation
IncomparisonwithWesterncountries,Chinahasacomparativelyshorthistoryinthestudyofadvertisingtranslationaswehadouropeningandreforminthelate1970sandjoinedWTOintheearly21stcentury.TherearethreephasesinChina’shistoryofadvertisingtranslationstudy,respectivelybeginning,development,andin-depthstudy.Eversincemid-80sinthelastcentury,studiesinrelationtothelanguageofadvertisementhasemergedinseveralmainacademicjournals.However,itwasnotuntiltheearly1990sthatthetranslationstudiesexclusivelyonadvertisementstarted.Anever-increasingamountofacademicpapersinrelationtotheissueappearedinthemainforeignlanguagejournalsontranslationstudiesandanumberofpostgraduatesembarkedonexploringitintheirpapers.
SunXiaoli(1995)isoftheopinionthatfunctionalequivalencecannotbeignoredinadvertisementstranslation.Thatistosay,thetranslatedversionofadvertisementshouldhaveequivalenteffectsontargetcustomers,justastheoriginalonedid.Onlyinthisway,canthecustomersbeimpressedwiththeproductandhavetheirwillingnesstopurchaseit.
Similarly,asfarasZhangMeifangisconcerned(2002),whatprimarydeterminedtranslationmeansandapproachesistheexpressedintentionorfunction.Hence,theadvertisingtranslationshouldbecapableofattractingtargetcustomers’attentionsandachievingsalesgoal.Withthepurposeofavoidingpragmaticfailurestranslatorsshouldthinkabouttheculturalconnotationsandsemanticcontextcarefullyduringtheprocessofadvertisementtranslation.
LiuFagongpointedoutinhisOnPrincipleofChinese-EnglishTranslationofAdvertisingLanguage(1999)thatadvertisementtranslationprinciplesaredifferentfromthoseofliterarytranslationortechnicaltranslation.Theprimarycauseisthatadvertisinglanguagecombinestermsinamorein
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- 关 键 词:
- 广告 文本 翻译 存在 文化 过滤 问题 及其 解决方案