Linguistic features of publicity and its ChineseEnglish Translation Strategies英语毕业论文Word格式文档下载.docx
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Linguistic features of publicity and its ChineseEnglish Translation Strategies英语毕业论文Word格式文档下载.docx
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grounds;
Strategy
Publicitylanguageisaspecialkindofstyle,ithasbeeninvolvedineveryaspectofourlivesandpermeateeverycornerofsociety,suchasstreetsigns,shopsigns,advertisinglanguage,warnings,propagandaslogansandsoon.Itcanbeseeneverywhereinourlives,"
carefullyslidingCaution,WetFloor"
"
BoxOfficeTicketOffice"
ChinaCentralTelevisionCCTV"
andsoon.Wordsweredifferenttypesofpublicitycanservetoregulatepeople'
ssocialbehavior,andadjustingrelationships,improveproductivity,detercriminalsandpassioninspirationalrole.Therefore,brieflanguage,somescholarswillbepublicizedas:
"
thatistoletthepublicseethetextinthepubliclanguage.English-languagecorrespondingtosay,'
publicsigns"
'
;
HJ('
therearescholarsisdefinedas:
ItistheAcommonspecialstyleinapublicplace,oronlyahandfulofwords,orsimpleeasysolutioniconoriconsandtextintendedtouseeithertoexpresstheiraudiencetoarequestoracauseforsomesortofattention.[2】(withIbelievethatMr.LvHefalanguageofpublicitythatamorecomprehensiveoverviewofitscontents,natureandcharacteristics,itis:
openandfacethepublic,notices,instructions,tips,display,warning,markingitslife,production,life,ecology,industry,textandgraphicalinformationbasedonsolidarity."
[3】(Long'
swell-publicizedlanguagetranslationcanmakeChina'
sforeignbusinessmen,touristsintheclothing,food,shelter,transport,andsofeel"
athome"
asaconvenientandcomfortable.itisnecessarytotakeseriouslythewordsoftheChinese-Englishtranslationofpublicity.
1
Linguisticfeaturesofpublicity
(A)clearandconcisetext,sometimesaccompaniedbygraphics.Publicitylanguagewidelyusedinpublicfacilities,publictransport,touristattractions,foreignofficesoftheplace.Specialoccasions,specialscenarios,specialaudienceinalimitedperiodoftimetolearnandunderstandamessage,whichcallsforpublicitylanguagesimpleandclear.Wehaveseenhanginginfrontofbusinesses"
business/Open"
signs,customersonlyneedalittleglanceat,weknowthattheshopsareopen,"
I"
cangoshopping,butwehaveneverseen:
Wearenowopenopenforbusiness/Nowweareopen"
suchsigns.Thereare"
internationaldepartureInternationalDeparture"
touriststopClosedtoVisitors"
RoomCenterHousekeepingCenter"
etc.,sometimesinordertomakepublicitymorespecificfigurativelanguage,butalsoaccompaniedbyasimpleicon.
(B)Theindicative,suggestive,restrictiveandmandatoryfourfunctions.Analysisoftheapplicationoflanguagepublicityanditsfunctions,wecansumuptheabove-mentionedfourfunctions.MoreIndicativepublicityuseoflanguageinpublicplaces,itprovidesaninformationservicetothepublic,tellingthepublicwhatitislike"
WulinSquareWulinSquare"
PoliceStationPoliceStation"
ToiletRestroom"
Shanghai-Hangzhouhigh-speedShanghai-HangzhouExpressway"
andsoon;
suggestivelanguagepublicitytoremindthepublicofafactorphenomenon,itdidnotlimitthemeaningof,andnocoerciveintent,suchas"
WetPaintWetPaint"
"
wherethereareexplosivessafetyDanger:
Explosive"
old,weak,sick,disabledpregnantandpost-secondaryseatCourtesyseats"
limitedto5metershighRestrictedHeight5M"
."
Grassgreen.FootXiaLiuqingThegrassissofair,itneedsyourcare"
andsoon;
restrictivepublicityrelativelyeuphemisticlanguagebutclear,directtonetothepublicuponrequest,containrestrictionsonthemeaningoftheotherconstraints,suchas,"
officespace,non-requestedMOintotheEmployeesOnly"
guestsstopClosedtoVisitors"
constructionsite,prohibitingaccessConstructionsite,keepout"
mandatorypublicitypublicitylanguagewherelanguageisatoneofthemosthard-line,itaskingthepublic"
must"
takesuchkindofaction,suchas"
toprohibitovertakingNoOverta-king"
leftdrivingKeepLeft"
islimitedtoemergencyuseEmergencyUseOnly"
NoSmokingSmokingisstrictlyprohibited"
andsoon.Analysisofitsfunctionwillhelpusinthetranslation,accordingtotheirfunctionandroletotakeadifferenttranslationstrategies,inthewords,toneandsodifferent,toachievefunctionalequivalenceTranslationpublicitypurposes.
(C)canbedividedinto"
dynamic"
and"
static."
Analysisoflanguage,words,andpartofspeechpublicity,publicityisnotdifficulttofindlanguagewithbothactiveandpassivedistinction.Instructions,labeled,noticestheclasspublicitystaticwordsthephraseoftenused,suchas"
ZhejiangMuseumofZhejiangMuseum"
emergencyexits,EmergencyExit"
HallManagerAssistantManager"
InternetcafeInternetBar"
withthosecontainingthecorrespondingdynamicthenatureofpublicitylanguage,toneofsuchpublicityisoftenatoughlanguage,containingrequirements,restrictionsonthemeaning,itspurposeistoarousepublicconcerninordertoachievethepurposeoftheirpromotionalmessages.Suchas"
HoldthehandrailsHoldtheHandRail"
dogpersonprohibitedwithintheDogsNotAllowed"
lifeislimited,carelessdrivingLimityourspeed,orlimityourlife"
anypointyoucaneatAllyoucaneat"
.Studythedynamicandstaticpublicitylanguageallowsustobetteranalyzeandhandlethepublicitylanguages,andthusamoreeffectivelanguagetranslationofpublicitytothepublicthepreciseandclearinformation.
Rationaleforlanguagetranslationofpublicity
EnglishtranslationtheoristPeterNewmarktheoreticalbasisoflanguagefunctioninthelanguagefeatureswillbedividedintosixcategories,expressivefunction(expressivefunction),Messaging(informationfunc-tion),callfunction(vocativefunction),powerofaesthetics(aestheticfunction),phaticfunction(phaticfunction),andmeta-languagefeatures(metalingualfunction),andthefirstthreecategoriesasaprimaryfunctionoflanguage.Newmarkaccordingtotheclassificationoflanguagefunction,thetexthasbeendivided.Seriousliterature,authoritativespeech,autobiography,essays,andpersonalcommunicationsfortheexpressionoftypetext;
teachingmaterials,professionalreports,newspaperarticles,thesesandmeetingminutesonthetypesofinformationsuchastext;
notices,publicity,advertising,brochures,andpersuasivetextforthecalltypethetext.Mustbepointedoutthatfewtextshaveonlyonefunction,thevastmajorityofthetextwithbothseveralfunctions,butonlyfocusisdifferent.Languageisakindofpublicitytothepublicdisplayofthelanguageasacommunicationtoolitisusefultodevotethenecessarymessagetothepublic,thusarousingpublicattentionandpublicitylanguageinaccordancewiththeinstructions,tips,restrictions,mandatoryandotherrequirementstofulfillorregulatetheirownbehavior.Asaresult,wecanconcludethat,publicitycallsfunctionallanguagebelongingtothetext.
Dependingonthetypeoftext,PeterNewmarkputforwardtwobasicmethodsoftranslation,semantictranslation(semantictransla-tion),andcommunicativetranslation(communicativetransla-tion)._4J('
semantictranslationinthetargetlanguagelinguisticstructureandsemanticstotheextentpermittedtotheoriginalauthorintheoriginalmeaningoftheexpressiontoaccuratelyreproducethem.Semantictranslationpriorityistheoriginalformandtheoriginalintentoftheoriginalauthor,notthetargetlanguagecontextandpresentation,butisnottotranslationintothetargetlanguageandculturalscenariothing.Asthesemantictranslationtotheoriginaloneasasacredword,itmaysometimesbecontradictory,vagueorevenwrongtranslation.semanticTranslationusuallyapplicabletoliterary,scientificandtechnicalliterature,andotherequallyimportantastheoriginallanguageandcontentofthetextgenre.communicativetranslationreferstoastranslatedas"
tookplaceinasocialcontextinthecommunicativeprocess"
-5J(anyoneofthetranslationmethodsormeans.Althoughallofthetranslationsaretosomeextent,aswaystotranslatethecommunication,whiletalkingaboutherearetotallycommunicativetranslationtothetargetlanguagereaderorrecipient-oriented.alongthispathwaytranslatorsinWhendealingwiththeoriginal,aredesignedtocommunicateinformationratherthantocopyastringofthelanguageunit,hisconcernishowtoretaintheoriginalfunctionanditsroleinthenewreaders.communicativetranslationandstepthroughlinebylinetranslation,literaltranslationofthedifferentliesinthefactthatitputthetextintheformofwordsandsentencesshouldbeconsideredonlyasatranslatorofsomeofthefactors.communicativetranslationofitsaimsistoworktomakethetargetlanguagetranslationoftheeffectofthereaderandtheoriginalreadersofthesourcelanguagetheeffectofthesame.Inotherwords,thefocusofcommunicativetranslationisbasedonthelanguageoftheta
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