浅议文化差异对汉英商务广告翻译的影响Word格式文档下载.docx
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浅议文化差异对汉英商务广告翻译的影响Word格式文档下载.docx
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完成时间:
2019年4月15日
CulturalcompactsonthetranslationbetweenChineseandEnglishAdvertisement
Athesispresented
by
Qiao
to
SchoolofContinuingEducation
inpartialfulfillmentoftherequirementsforthedegreeofBachelorofArts
inthesubjectofEnglish
Date:
April15,2019
内容摘要
广告已成为现代社会很重要的文化产品之一,它是与时代背景相结合的,也是不同国界之间的一种简单的沟通方式,通过简单的广告词传递给对方一种产品信息和文化信息,从而使不同区域的潜在消费者成为自己的客户。
但由于文化差异的不同,中国人喜欢用比喻的方法表达,而西方人喜欢用简单准确的表达,在跨界广告时往往会出现不同的理解翻译错误,导致广告的内容不能被广大消费者认可,甚至出现很大的误差。
本文通过对广告语言的探讨,揭示了中英文广告在文化差异方面存在的问题,列举了一些由于中英文互译不当出现的案例,本文分析其原因,解释了广告翻译不是把句子简单翻译出来,而是要把广告背后所传递的思想和文化表达出来,让面向的消费者能领悟广告的真正含义并接受。
所以,本文旨在从语言文化差异出发,指出广告翻译时需注意的翻译技巧。
关键词:
广告文化差异翻译技巧
Abstract
Advertisinghasbecomeoneofthemostimportantculturalproductsinmodernsociety.Itcombineswiththebackgroundofthetimesandisalsoasimplewayofcommunicationbetweendifferentcountries.Ittransmitsaproductinformationandculturalinformationtoeachotherthroughsimpleadvertisingwords,thusmakingpotentialconsumersindifferentregionsbecometheirowncustomers.Atpresent,intheprocessofTranslatingCommercialadvertisements,culturaldifferencesoftenleadtodeviationsintranslationresults,thusaffectingthepublicityeffectofcommercialadvertisements,andsomeeventakethenegativeeffects,whichhaveagreatcommercialimpactonbrandsorbusinesses.Therefore,Ichoosethistopictoelaborateontheimpactofculturaldifferencesonadvertisingtranslationthroughasimplediscussionandcasestudies,consumerscanhaveasimpleunderstandingofadvertisingtranslation.Ihopethattheycancorrectlyviewadvertisingtranslationbyunderstandingculturaldifferences.
KeyWords:
advertisingculturaldifferencestranslationtechnique
Acknowledgements
Myheartfeltgratitudeshouldbegiventomysupervisor,Ms.TianXintong,whohasbeenencouragingandenlighteningmeinthecompletionofmythesis.Hervaluableinstructionandconstructivesuggestionshavealwaysinspiredmetocarryonmythesis.
Mysincerethanksalsoshouldgotoallofmyteachersduringmytwoyears’collegelifefortheirunweariedteaching.
TableofContents
Introduction
Advertisingisubiquitousinourlife.Wecanseeitinbooksandmagazines,ontheroofofbuildings,onthesubway,evenincarsatanytime.Invisibly,advertisinghasbecomeapartofourlife,anditaffectsusmoreorless.
Nowadays,withtherapiddevelopmentofeconomy,theimportandexportofvariousproductshaveincreasedsignificantly.Inordertomakesellersquicklyacceptnewproductsandnewthings,advertisingpublicityandpromotionaremoreandmoreimportant.Itisnotonlyaproductofthemedia,butalsoaculturalandhistoricaldepth.
Fortheworld,Chinaisthelargestimportandexporttradingcountry.Ourproductsarerecognizedandacceptedbymoreandmorepeople.Atthesametime,wealsoacceptanduseproductsfrommoreandmorecountries.However,duetothedifferentculturesofdifferentcountries,theseproductsoftenhavedifferentunderstandingsanddistortionsinadvertising.
Therefore,Chinese-Englishadvertisingtranslationisbecomingmoreandmoreimportant.Translatorsshouldusevariousstrategiesflexiblyandconsiderdifferentfactors,especiallyculturalfactors,toachievetheoriginalmeaningoftheadvertisementitself.
1.Thedefinitionofthreeconcepts
1.1Thedefinitionofculture
Theword"
culture"
originatedfromtheLatinverb"
Colere"
meaningfarmingland.ButtheconceptofculturewasputforwardbytheBritishanthropologistEdwardTaylorin1871.Hedefinescultureas"
acomplexwholeofknowledge,belief,art,law,morality,customandtheabilitiesandhabitsacquiredasamemberofsociety"
.Itisaseriesofcommonconcepts,valuesandcodesofconduct.Itisacommonstandardtomaketheindividual'
sabilitytoactacceptabletothecollective.Cultureandsocietyarecloselyrelated.OurtraditionalcultureisthenationalspiritofChina.
1.2ThedefinitionofAdvertisement
Advertisingisakindofpropagandameanstopubliclyandextensivelyconveyinformationtothepublicthroughacertainformofmediaforaspecificneed.
Advertisingcanbedividedintobroadsenseandnarrowsense.Broadsenseadvertisingincludesnon-economicadvertisingandeconomicadvertising.Non-economicadvertisementreferstotheadvertisementnotforprofit,alsoknownaseffectadvertisement,suchasvariousannouncements,announcementsanddeclarationsofgovernmentadministrativedepartments,socialinstitutionsandevenindividuals,whosemainpurposeistopromote;
narrowadvertisementrefersonlytoeconomicadvertisement,alsoknownascommercialadvertisement,referstotheadvertisementforprofit,usuallycommunicatinginformationamongcommodityproducers,operatorsandconsumers.Themainpurposeofimportantmeans,ortheimportantformsinwhichenterprisesoccupymarkets,promoteproductsandprovideservices,istoexpandeconomicbenefits.
1.3ThedefinitionofTranslation
Translation,referstotheactoftransformingonelanguageinformationintoanotherlanguageinformationonthebasisofaccuracyandsmoothness.Translationisaprocessoftransformingarelativelyunfamiliarexpressionintoarelativelyfamiliarone.Itscontentincludesthetranslationoflanguage,text,graphicsandsymbols.Amongthem,"
翻"
referstothelinguistictransformationofconversation,and"
译"
referstothelinguistictransformationofone-waystatements."
referstotheimmediate,sentence-to-sentenceconversionofthetwolanguagesinconversation,thatis,firsttoconvertasentenceofAintoasentenceofB,andthentoconvertasentenceofBintoA.Thisisakindofalternatelanguageorinformationconversion."
referstoaone-waystatement,thatis,thespeakeronlyspeakswithoutasking,thelisteneronlylistenswithoutanswering,andthemiddleisabilingualpersonwhoonlymakeslanguageconversionforthespeaker.
2.TheDifferenceofAdvertisingLanguagefromCulturalPerspective
2.1DifferencesinExpressionsbetweenChineseandEnglishAdvertisingLanguages
AdvertisementsinChinafocusonpracticality,thatis,toletconsumersrememberproductssoastoachievepurchase.Inthiscase,therewillbesuchadvertisementsasBrainPlatinumandFuyanjie,whichpaytoomuchattentiontopracticalityandneglectartisticexpression.
Influencedbyitsculturalbackground,WesternAdvertisementsexpressinmanywaysandarealsowonderful.Sometimestheyrelyonnotthecommodityitself.Inotherwords,Chineseadvertisementsmakeconsumersrememberthecommoditythroughadvertisements,whilewesternadvertisementsmakeconsumersremembertheadvertisementthroughtheexpressionofadvertisements,soastorememberthecommodity.
2.2Thefeatureoftheadvertisinglanguage
Advertisingcanbedividedintosixtypes.Eachtypehasitsowncharacteristics.Thegeneralsituationisasfollows:
1.Functionaltype.Itreflectstheefficiency,goodperformanceorhighserviceefficiencyofgoods.
2.High-qualitytype.Itreflectsthesuperiorityofcommodityqualityorthegoodqualityofservice.
3.Puntype.Usepunstoreflectdoublemeanings.
4.Goodfeelingtype.Useauspiciouswordstoreflectpeople'
sdesireforhappiness.
5.Calltype.Promotecustomerstorespondtothecallandtakepurchasingactiondirectly.
6.Encouragementtype.Someinspiringwordsbringapositiveinnerenergytopeople.
3ThefactorofinfluencingtheAdvertisementtranslation
Duetothedifferencesinlanguagesandculturesofdifferentcountries,oneoftheexcellentadvertisementsinourcountryhasadeepimpressiononotherlanguagesandcultures.
Readersinthecontextoftenfailtoelicitthesamefeelings.Therefore,wemustnotonlyrealizethatdifferentlinguisticandculturalfactorsbringinspirationtoadvertisingcreation,butalsopayattentiontotheanalysisofitsimpactonadvertisingtranslation.
3.1Theinfluenceoflanguagedifferenceonadvertisingtranslation
3.1.1TheUseofPhonetics
Phoneticsistheexternalformoflanguage.Asasystemofauditorysymbols,thefirstsenseoflanguageinuseishearing.Thepronunciationofdifferentlanguagescancausedifferentauditoryeffectsandpsychologicalresponses.
Forexample,Philips'
s"
SenseandSimplicity"
isveryconcise.IntheChinesemarket,thereisamorebeautifulinterpretationofthissentence:
"
精于心,简于形."
Thetranslationnotonlyachievesthetransmissionofadvertisingideas,butalsotakesintoaccountthetransmissionofphonologicalsense.
3.1.2TheUseofWord/WordsForm
Asakindofhieroglyphicwriting,Chinesecharactershavestronguniqueness,thatis,readerscan"
createmeaning"
aslongasthey"
lookatthetext"
.Englishisaphoneticalphabet.Thesymboliccharacteristicsoflettersmakeitasingleformandlackofpictographicflavor.Onthecontrary,itstrengthenstheEnglish-speakingpeople'
sperceptionofthelogicalconnectiononthesurfaceofthings.Therefore,Englishadvertisementsoftenskillfullycreateunexpectedeffectsthroughlogicallyconnectedwordsanddifferentlexicalstructures,whichmakepeoplefeelwonderfultoread.Forexample,thefollowingadvertisement:
TWOGETHER
TheUltimateAllInclusiveOnePriceSunkissedholiday.
二人结伴
共度阳光假日,享受单人价格
TWOGTHERinthisadvertisementtakesthevoiceof"
together"
andthemeaningof"
two"
together,whichismisspelled.Itisvividandfocused,andhasastrongattractionforcoupleswhowanttospendtheirholidays.ThisliteralformofChineseandEnglishhasbecometheoriginofmanyadvertisements,butitalsobringsgreatdifficultiestothetranslationofadvertisements.
3.1.3TheUseofVocabulary
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- 关 键 词:
- 文化差异 汉英 商务 广告 翻译 影响
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