论文模板.docx
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论文模板.docx
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论文模板
Contents
Abstract1
I.Introduction1
II.ABriefSurveyofAdvertising2
1.Definitionofadvertising2
2.Classificationofadvertising2
3.Socialfunctionsandthecreativeprincipleofadvertising2
4.MainstylisticfeaturesofEnglishAdvertising3
5.RhetoricaldevicesinEnglishAdvertising4
III.“FunctionalEquivalence”---AnEffectivePrincipleforC-EAd.Translation4
1.Areviewandrethinkofthedominanttranslationtheories5
2.AbriefintroductionofNida’s“functionalequivalence”5
3.AfeasibilitystudyofNida’s“functionalequivalence”asaprincipleforad.translation8
IV.TheRequirementsforFunctionalEquivalenceinC-EAd.Translation9
1.Stylisticrequirementsforfunctionalequivalence9
2.Thepriorityofcontentoverforminad.translation12
V.FunctionalEquivalence&HandlingofCulturalDifferenceinC-EAd.Translation14
1.Therelationbetweenadvertisingandculture14
2.Functionalequivalence&thetranslationofculturalmessages15
VI.Conclusion16
Bibliography16
Acknowledgements17
FunctionalEquivalenceinC-ETranslationofAdvertisement
ZhangBoBusinessClass2Grade2004040912047Tutor:
ChenJieProfessor
张博商务英语2班2004级040912047指导老师:
陈洁教授
Abstract:
Advertisingisoneoftheimportantmeansofpromotingsales.Withtherapiddevelopmentoftheglobaleconomy,theproductionofcommoditieshasbecomeextremelyprosperous,andthecompetitionhasbecomeexceedinglyfierce.Therefore,inordertopromotesales,manufacturersofeachcountrytrytheirbesttosetuptheirimagesandtrademarksoftheproductsthroughadvertising.Thisthesis,atfirst,makesareviewandrethinkofthedominanttranslationtheoriesathomeandaboard.Afteracarefulstudy,itconcludesthatNida’sfunctionalequivalenceisaneffectiveprincipleforC-Eadvertisementtranslation.Italsosuggeststhatthetranslationofadvertisementshouldbe“natural”,“accurate”,and“concise”.Thetheory“contentoverform”advocatedbyNidaismainlyforthepurposeofsolvingculturaldifferencesintranslation.ThisthesisalsoprobesintothemainculturaldifferencesbetweenChineseandEnglishads,andsuggestsconcretemeasurestodealwiththem.
Keywords:
advertisinglanguage;functionalequivalence;advertisementtranslation;culturaldifferences
I.Introduction
WiththerapiddevelopmentofChina’smarketeconomyanditsentranceintoWTO(WorldTradeOrganization),therewillbemoreandmoreChinesecommoditiesenteringintotheinternationalmarket.Inordertowinaseatintheglobalmarkets,Chinesemanufacturersmustkeepadvertising,quality,packingandpricesoftheirgoodsaccordwiththeinternationalstandards,especiallyadvertising.Advertisingisconnectedwithmanyfactors,themostimportantoneofwhichistheassuranceofthequalityofthetranslationsofChineseads,sothattheforeignconsumerscanhaveabetterunderstandingofthequalityandpropertyofChinesegoodsfromtheads.Therefore,itisobviousthattheexcellenttranslationsofChineseadsaretheimportantchannelsfortheforeignconsumerstoacquaintthemselveswithChinesegoods.Inthissense,thequalityofthetranslationsofChineseadsaffectsdirectlytheinternationalsalesandimagesofChinesegoods.
Chinahasalonghistoryofadvertisingindustry.Nowadays,withthedevelopmentofcommodityeconomyandimplementofreformandopen-uppolicy,theadvertisingindustryofChinacontinuestodevelopandflourish.Unfortunately,whatisinsharpcontrasttothepresentprosperoussituationofadvertisingindustryisthatmanytranslationsofChineseadsarefarawayfrombeingperfect.Therefore,mistakescanbeseeneverywhereinthecurrenttranslationsofChineseads,rangingfromthemistakesofpunctuationsmarkstostylisticandrhetoricalones.Asamplesurvey,madebyanadvertisingconsultativeagencyinBeijing,showsthatmistakescanbefoundinmorethanninetypercentoftranslationofChineseproductdirections.Themainproblemslieintwoaspects:
(1)SomeChineseadsweretranslatedliterally.ForsomeChineseads,theemploymentofword-for-wordtranslationwillmakethetranslationsimpossibletoarouseinterestoftheforeignreaders.AmongChineseads,therearesomeclichés,suchas“誉满中外”(toenjoyahighreputationathomeandbroad).“在有关部门的领导下,取得了很大的进步。
”(Itmakesgreatimprovementunderthesectorsconcerned),etc.Thoughtherearenogrammaticalmistakesinthetranslations,theydonotmakeanysensetotheforeignconsumersortheymerelyregardthemasfalseanddeceivingads.But,why?
Becausethesetranslationshaveneithersuitedtheprincipleoftranslations,northestyleofEnglishadvertising.
(2)Toomanymistakesappearinthetranslations.Mistakescanoftenbefoundinspelling,grammar,misuseofwordsandconfusinginstructure,etc.
Thereasonsforsuchmistakesbasicallylieinthefollowing:
OneisthatChinahasanoldtraditionofstressingtheresearchonliterarytranslation,whilesomewhatneglectingtheresearchonotherstylesofwritings.Thelargenumberofgiantfiguresworkinginthefieldofliterarytranslationsstudyhasraisedmanyimportanttheoriesforliterarytranslation,whilethetheoriesforpracticaltranslationarerelativelyfewer.Theotherisduetotheproblemofthetranslators.ThoughtherearemoreandmoreChinesepeopleengagedinthestudyofad.translation,fewofthemareexperiencedbothintranslationpracticeandprofoundinadvertisingknowledge.
II.ABriefSurveyofAdvertising
1.Definitionofadvertising
Anumberofdefinitionsofadvertisingexist.AmongthemthereisanauthoritativeonemadebyAmericanMarketingAssociation(AMA),accordingtotheassociation,advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Throughacarefulstudyofthedefinition,wemayfindthatadvertisingbearsfiveimportantcharacteristics:
(1)Non-personal.Generallyspeaking,advertisingtargetsnotmerelyonesingleconsumerinparticular.
(2)Thereareidentifiedadvertisers.Theadvertisersaretheinitiatorsofadvertising.Alltheadsaremadeforfulfillingthepurposesoftheadvertising.(3)Itmustbepaid.Generally,advertisershavetopayfortheadsmadeforthem,becausetheymustpurchasetimeandspacefortheirmessageinaselectedmedium.(4)Itconveyscertaininformationwhichisaboutgoodsforsalesandservicesprovided.(5)Throughcertainmedia.Alltheadsmustdependoncertainmediatoreachthetargetaudience.
2.Classificationofadvertising
Withthedevelopmentofcommodityeconomyandtechnology,advertisingisbecomingmoreandmoremanifoldandcomplicatedinformandcategory.Advertisementsmaybeclassifiedfromvariousangles.Thefollowingarethemostcommonclassificationofadvertising:
(1)Classificationbymedia.Advertisingcanbedividedintonewspaperads,magazineads,televisionads,on-lineads,radioads,andsoon.
(2)Classificationbyultimatepurposes.Alltheadscanbedividedintotwocategories:
profit-orientedadsandnon-commercialads.Theformercanfurtherdividedintoproductads,serviceads,corporateadsandideaads,etc.Theformeriscalledproductorcommercialads,whichaimsatmakingprofitsbypromotingsalesandservices.Non-commercialadsareusuallysponsoredbycharitableinstitutions,civicassociations,religiousorpoliticalorganizations,withtheexpectationofinforming,persuading,orremindingabouttheparticularideas,causes,orphilosophies.
3.Socialfunctionsandthecreativeprincipleofadvertising
3.1.Socialfunctionsofadvertising
Inmodernlife,theinfluencewhichadvertisinghasbeenimposinguponsocietyandeconomyissohugethatitcanneverbeneglected.Thefunctionsofadvertisingcanusuallybedividedintotwotypes,thesocialfunctionsandtheeconomicfunctions.Thisthesiswillfocusonthesocialfunctionsofadvertising.ItiswidelyadmittedthatmodernEnglishadvertisingbearsfourmainsocialfunctions:
(1)Thefunctionofprovidinginformation.Advertisingitselfcanbringinformationofproductsandservicestoconsumersmakingthemawareofthecommoditiesandservicesnewlyprovided.Becauseofthisfunction,adshaveofferedthecustomersmanyopportunitiestocommunicatewiththeoutsideworldwithintheirlimitedtimeandspace.Furthermore,adsmayinfluencetheconsumerstoacertaindegreeoftheirattitudeandbehaviorduringtheselectionofgoodsorservices.Itisquiteclearthattheinformativefunctionofadshasdirectlyorindirectlyquickenedcirculation,enlargedsales,intensifiedcompetition,acceleratedproductionandmanagement,andlinkedupmarketconditions.Inaword,ithasdevelopedeconomy.
(2)Thefunctionofpersuadingconsumers.Thepersuasivefunctionofadvertisingmeansthatadvertisingisplayingaroleofguidingandpersuadingthetargetaudiencewhiletransmittinginformation.
(3)Thefunctionofcreatingdesire.Itmeansthatadvertisingcanstimulatedemandsofthetargetaudiencewhilepersuadingandguidingthem.
(4)Thefunctionofreflectingculture.Advertisingitselfhasbeencreatingpopularityculture,thusaddingflavorstomodernurbancivilization.Nowadays,withthedevelopmentofadvertising,anewculture—advertisingculture,hasbeenshaped.
Theabove-discussedfourfunctionsaretheprincipalsocialfunctionsofadvertising.Generallyspeaking,oneadvertisementmayembodyatleastonefunction,usuallytwoormore.
3.2.Thecreativeprinciple
Inordertobringoutthesubjectofanad.effectivelyandrealizeitsfunctions,certaincreativeprinciplemustbefollowed.TheprincipleAIDMAisaclassicalcreat
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