研究文化差异对汉英广告翻译策略 英文.docx
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研究文化差异对汉英广告翻译策略 英文.docx
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研究文化差异对汉英广告翻译策略英文
A Study on Culture Differences in Chinese-English Advertisements and Translation Strategies
摘要:
广告用语中不仅包含所要宣传的产品的信息还包含着深刻的文化信息,不同国家的广告内含其国家特有的文化气息。
所以,广告用语的翻译不仅仅是语言翻译也是文化翻译。
在英汉广告翻译的过程中,应当充分考虑中西文化之间存在的差异,并且对文化因素进行恰当的处理,这样才能使得译文达到和原文相同的宣传效果。
在英汉广告翻译的过程中应该采取多种的翻译策略,但“忠实对等”作为翻译的根本原则,在任何翻译活动中都不能完全缺席。
广告语言具有自己独特的目的性的一面,但它同时作为语言的一种表现形式,也要受到人们的文化背景的制约,所以在英汉广告互译的过程中要注意多种翻译策略的结合使用。
本文拟对英汉化妆品广告实例及其翻译策略分析来探讨英汉广告中的文化差异和翻译策略。
关键词:
英汉广告翻译;文化差异;英汉化妆品广告;翻译策略
Abstract:
Thelanguageusedintheadvertisementsnotonlyreflectsthedetailedinformationoftheadvertisedproductsbutalsotheprofoundandrichcultureofacountry.So,thetranslationoftheadvertisementsisnotonlythetranslationoflanguagebutalsothetranslationofculture.Inthetranslationoftheadvertisements,thetranslatorsshouldtakethecultureofthedifferentcountriesintoaccount,andmakeaproperdisposalwiththeculturefacts;onlyinthiswaycantheseadvertisementsgainthesameorequaladvertisingeffects.InthetranslationoftheChinese-Englishadvertisementsthetranslatorsshouldadoptdifferentkindsoftranslationstrategies;however,“fidelity”asthemostfundamentaltranslationstrategyshouldnotbeignoredinanykindofadvertisementtranslation.Thetranslationofadvertisementshasthespecialaimofbeingfulloftarget,butasaformoflanguage,itisalsoinfluencedbytheculturecontent,therefore,inthetranslationofadvertisementsthetranslatorsshouldalsotakeothertranslationstrategyintoconsideration.Inthispaper,theauthortriestoprobeintotheculturedifferenceswhichexistintranslationoftheChinese-EnglishadvertisementsandthetranslationstrategieswiththeanalysisofthesomeChinese-Englishcosmeticadvertisementsandtheirtranslation.
Keywords:
thetranslationofChinese-Englishadvertisements;culturedifferences;thetranslationofChinese-Englishcosmeticadvertisements;translationstrategies
I.Introduction...................................................................................................................1
1.1Backgroundofthepresentstudy..........................................................................1
1.2PreviousStudiesandSummaryoftheEssay.....................................................2
II.GeneralRemarksonAdvertising...................................................................4
2.1DefinitionofAdvertisment..................................................................................4
2.2FunctionsofAdvertisements................................................................................4
2.2.1Marketingfunction.............................................................................................4
2.2.2Communicationfunction...................................................................................5
2.2.3Economicfunction..............................................................................................5
2.2.4.Socialfunctionandeducationalfunction.......................................................5
2.3CharacteristicsofAdvertisement........................................................................5
2.3.1Lexicalfeatures.......................................................................................5
2.3.2Syntacticfeatures....................................................................................6
2.3.3Rhetoricfeatures.....................................................................................6
IIICulturalDifferencesinAdvertisements.....................................................6
3.1Differentvalueview...................................................................................................6
3.2Differentcustom..........................................................................................................8
3.3Differentaestheticview...........................................................................................9
3.4Differenttaboos..........................................................................................................10
3.5Differentthoughtpatterns.........................................................................................11
3.6Differenthistorybackground...................................................................................12
IV.TranslationStrategiesofEnglishAdvertisements.................................13
4.1Liberaltranslation.........................................................................................13
4.2Freetranslation..............................................................................................14
4.3Transliteration................................................................................................15
4.4Omission........................................................................................................16
4.5Creativetranslation........................................................................................16
4.6Supplementarytranslation..............................................................................17
V.Conclusion.....................................................................................................................18
Bibliography
Acknowledgement
I.Introduction
1.1Backgroundofthepresentstudy
Thelanguageusedintheadvertisementsisnotonlyconciseandmeaningfulbutalsocontainstheprofoundinformationofacountry,thereforeithasbeenahotstudypointformanyscholarsbothathomeandboard.Inrecentyears,withtheprosperousdevelopmentoftheadvertisementindustryandthemoreandmorecommunicationandtradebetweenthedifferentcountriesintheworld,thepropertranslationofadvertisementsbecomesmoreandmoreimportant,thestudiesoftheculturedifferencesbetweendifferentcountries’advertisementsandthetranslationstrategiesalsobecomemoreandmoreimportantforthiscannotonlypromotethegoodadvertisingeffectsoftheseadvertisementsbutalsocanpromotethegoodrelationshipsbetweenthedifferentcountries.ThestudieswhicharemadeontheculturedifferencesinthetranslationoftheChinese-Englishadvertisementsarenumerous,andmanyofthemarethestudyofthelanguageusedinthemorthestudyoftheculturedifferencesbetweendifferentcountries’advertisementsorthestudyofthetranslationstrategieswhichshouldbeadoptedinthetranslationofthedifferentcountries’advertisements.
1.2PreviousStudiesandSummaryoftheEssay
ThereareagreatnumberofstudiesintherecentyearswhicharemadeontheculturedifferencesontheadvertisementsofChinaandthewesterncountries.
PanQinghuaandLengYufanhaseverwrittenapaperwhichwasnamedTheCulturedifferencesinChinese-English AdvertisementsandtheFidelityPrincipleintheTranslation,inthispaper,thewritermadeananalysisoftheculturedifferenceswhichmayexistintheChineseandEnglishadvertisementsindetailsanddeclaredthatfidelitywasthemostimportantprincipleinthetranslationoftheadvertisements(潘清华,冷玉芳,2009).WangYumingalsomadeastudyoftheculturedifferencesintheChineseandEnglishadvertisementsandtheproperwaytodealwiththeseculturedifferences,inthispaper,theauthornotonlymadeananalysisofthedifferentkindofculturedifferencesinthetranslationoftheChineseandEnglishadvertisementsbutalsoofferedsomeproperwaystodealwiththesekindofculturedifferences(王宇明,2007).JiangLeihasevermakeastudyontheculturedifferencesbetweenChinaandthewesterncountriesandthendiscussedthepragmatictranslationoftheseculturedifferencesinadvertisements,inthispaper,theauthoratfirstmadeananalysisoftheculturedifferenceswhichwidelyexistedinChinaandthewesterncountries,thenmadeadiscussionofthepragmatictranslationoftheChineseandEnglishadvertisementswhichcontainedtheculturedifferencesin(蒋磊,2002).
II.GeneralRemarksonAdvertising
2.1DefinitionofAdvertisement
Accordingtothecurrentinformationabouttheadvertisement,theauthorhasnotyetfoundaclearandagreeddefinitiononwhatistheadvertisementandwhatkindsofadvertisementbelongstotheadvertisement.Therefore,inthisarticlethroughthecollectionoftheadvertisementaswellastheanalysisandstudyoftherelevantliterature,theadvertisementsaredefinedasthefollowingbytheauthor:
advertisementsarethesewaysofpromotingtheproductsorservicesthattheadvertisementcompaniesoradvertisersmakeartisticstatementsinordertostrengthentheaudienceunderstandingofthebrands,productsorservices,throughcertainmediareleasedhighgeneralizationofartisticstatement(黄子东,1998).
Inadvertisingthereareavarietyofclassificationmethodsandstandards,whichcanbethemethodsaccordingtotheaudience,media,function,purposeoreffectisometricdegrees,differentclassificationstandardsmakedifferentclassifications.Thesameasinthecosmeticsadvertisement,therearealsotheaboveseveralclassificationmethodsinit.Inviewoftheresearchperspectiveofthisarticle,theauthormainlyadoptstwokindsofclassificationoncosmeticsadvertisingwhichcanmakemattingforreplacementthoughtatthebackoftheresearch.Thesetwokindsofclassificationmethodsaretheaudienceandthemedia.
2.2FunctionsofAdvertisements
Thefirstandforemostfunctionofadvertisementsistoadvocatetheadvertisedgoodsorservice,urgingtheaudiencestoknowaboutthegoodsandtheservicesthenurgethemtobuythegoodsandservices.Thesecondfunctionofadvertisementsistoappealthesepotentialaudiences.Inthenextpart,theauthorwillmakeadetailedanalysisofthefunctionsoftheadvertisements.
2.
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- 研究文化差异对汉英广告翻译策略 英文 研究 文化差异 汉英 广告 翻译 策略
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