Influences of Language and Cultural Differences on the Advertising Translation.docx
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Influences of Language and Cultural Differences on the Advertising Translation.docx
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InfluencesofLanguageandCulturalDifferencesontheAdvertisingTranslation
InfluencesofLanguageandCulturalDifferencesontheAdvertisingTranslation
Abstract:
Advertisementhasbecomeoneofthemostimportantproductsofcultureinthemodernage.Itisaformofcommunicationthattypicallyattemptstopersuadepotentialcustomerstopurchaseortoconsumeproductsorserviceofabrand.Especially,advertisinglanguageischaracterizedbyculturalandagebackground.Westernlanguagesarerule-dominated,whiletheChineseisdominatedbypeople.Therearemanydifferencesinthestructureoflanguage,andwhendescribesomethinginadvertisement,Chinesetendstoimagine,butEnglishtendstopreciseness.Agoodtrademarktranslationembodiestheperfectcombinationoftranslationtechnologyandaesthetics.Differentculturehasdifferentimpactonadvertisingtranslationincludinghistory,value,andcustomandsoon.Thispapergivesadetailedanalysisofadvertisementtranslation,andsomevaluableexamples.
中英语言与文化差异对广告翻译的影响
摘要:
广告已成为一种非常重要的文化产品之一,在当今时代,广告已经成为不同地域之间的一种沟通的方式,它的方式通常是说服潜在客户购买或消费自己的产品和服务。
更重要的是广告语言的特点是具有文化和时代背景。
西方语言以规则为主导,而中国却以人为主导;由于语言结构的不同,当他们描述事物时,中文注重幻想,但英语注重准确。
一个好的商标翻译体现了翻译技术完美结合,不同的文化在广告翻译中具有非常重要的影响,它包括历史,价值,习俗等。
本文对广告翻译从语言和文化差异方面进行了详细分析,还有一些有价值的例子。
关键词:
广告;广告翻译;文化;语言
Contents
5.Conclusion11
6.Acknowledgement……………………………………………………………………..12
1.Introduction
Astoculturalproducts,advertisingreflectsthecloserelationshipbetweenlanguageandculturedirectly.Advertisinglanguageisaspecialkindofartformwhichhasprofoundculturalbackground.Thetrendoftimesalsoaffectsthelanguageandculturenadvertisinganddecideswhetherthetranslationandadvertisingeffectivenessisgoodorbad.Therefore,thetranslatorneedsnotonlyasolidfoundationoflanguagebutalsoanin-depthunderstandingofthetwodifferentcultures.Thispaperanalyzestheinfluenceoflanguageandculturaldifferencesontheadvertisingtranslationfromtheaspectoflanguage,emphasiscanbeputonthreeareas:
thestructureoflanguage,vocabularychoiceandpronunciationtoillustratetheimportanceoflanguagetranslationforadvertising,atthesametime,thecorrespondingexamplesarecited,sothatthereaderhasanintuitivefeelingoftheimportanceoflanguage;astotheculturalfield,itexplainstheimportanceofculturefromthethreeareasofhistory,values,andculturalintheadvertisingtranslation.Attheendofmypaper,Igavethedefinitionofdomesticationintheadvertisingtranslationascomplement.
2.LanguageimpactofadvertisingTranslation
2.1ThedifferencesofthestructureoflanguageintheSino-Britishadvertising
Mr.ShenXiaolonghassaidthattheWesternlanguagesarerule-dominated,whiletheChineseisdominatedbypeople.Inotherwords,Chineseisameaning-centeredlanguage,thegrammarrulesarerelativelyfree,andsentencesareflexible,thevocabularymaybelongerorshorter,partofspeecharediverseandvariable.FortheWesternlanguages,thedominantpositionofgrammar,sentencemainlycomposedofverbandverbphrasecannotchangelightly.
Forexample:
ThesloganoftheNokia“ConnectingPeople”.It’snotacomplicatedsentence,consistofapredicateandanoun,alsothegrammaticalstructureisverystandardizedandsimple.However,thetwowordsareverypowerful,andthey’reeasytoacknowledgepeoplethethree-dimensionalfeeloftheproduct.However,thestructureoflanguagecannotbearbitrarilychanged.WhentranslatingitintoChinese,thesubject“technology”shouldbeproposed,andtheimportanceofthehumanlanguageoftheartisbettertobestressed.
TherearemanymodifiersintheChineseadvertisingwhichfocusonemotionalexpression,onthecontrary,theexpressionofEnglishadvertisingisverysimpleasitfocusesoninformationtransfer.Forexample:
满树金花,芳香四溢的金桂;花白如雪,香气扑鼻的桂银;红里透黄,花多味浓的紫砂桂;花色似银,季季有花的四季桂,竞相开放,竞相开放,争妍媲美。
进入桂花公园,阵阵的桂花花香扑鼻而来.
WhenthesentenceaboveistobetranslatedintoEnglishadvertising,consideringthedifferencesoflanguagestructures,thosedescriptivewordsinthesourcelanguageshouldbedeleted.Theliteraltranslationcanbelikethis:
“Theparkofacanthusisnotedforitsprofusionofacanthus.Flowersfromtheseindifferentcolorsareinfullbloomwhichpervadesthewholegardenwiththefragranceoftheirblossoms.”
ChangesofstructureinChineselanguageareveryrichanddiverse.Asthewaytoreflecttheartisticexpression,partofspeechoftenchanges;buttheEnglishlanguagestructureisrelativelyfixedandstandardized,what’smore,itcanexpressthingswithsimplesentences.
2.2Thedifferencesofchoosingthewords
Indescribingthings,Chineseisfancy,butEnglishisaccurate.Chinesepeoplearegoodatexpressingtheirfeelingsbywriting,andbeautifulwordstoexpresstheiradmirationandappreciationforbeautifulthings,andgivinganumberofsubjectiveimaginationandfeelings.InChineseadvertising,wewilloftenfindalotofdescriptivewords,like“highclass”;“perfect”;“special”;“incredible”.Thisdescriptivelanguagecanattracttheattentionofconsumers,consumerswillbemoreandmoreinterestedintheproduct,toabetterpropagandaeffect,andachievethepurposeofpersuadingconsumerstobuy,butmanyofthemalsohaveexaggeratedelements.IntheEnglishads,theword“good”isoftenused.ThewordsoftheEnglishadvertisingfocusontheaccuratedescriptionofproductinformation,andpointouttheprosandconsofspecificproducts,paymoreattentiontotheauthenticityofthings,theselectedwordsaregenerallymoreobjectiveandrationalandtrytomaintainaconcisestyle.
“Goodtothelastdrop.”MaxwellHouseCoffeeand“Thetasteisgreat.”Nescafe.Translatorsoftenfaceanuphillbattlewithmisinformedclientswhohavemisconceptionsabouttranslatorsandthetranslationprofession.Manytimestranslatorshavetotalktotheclientsabouttheindustryinordertodebunkthemythsthatseemtokeeponcirculatingyearafteryear.
2.3ThedifferencesofpronunciationofthewordsinSino-Britishadvertising.
Thedifferencesofpronunciationonadvertisingingeneralarethetrademarkoftranslation.Atrademarkisthenameofgoods,whilethenamecangivelimitlesssourceoffascinationandexpectations.
Forexample,“puma”isatrademarkofasportswearbrand,itsChinesetranslationis“彪马”,theliteralmeaningistotallydifference,butthepronunciationof“彪马”ismuchsimilarto“puma”,andthemeaningof“彪马”canexpress“puma”better,anditiseasierforChinesepeopletoacceptandunderstandthebrand.However,literaltranslationcannotachievetheeffectofitsown.
Trademarktranslationhasvitalpracticalsignificance,andmakethetranslationoftheoriginallanguageappropriateandaccuratewithoutlosingartisticandcharacteristicsofthename,forachievewidepublicityandpromotionalmerchandisepurpose;simultaneouslyitisalsofulloftheoreticalsignificance,notonlybroadenthespaceoflinguisticresearchandarichlinguisticmeaning,butalsopromoteresearchandpracticalapplicationoflinguistictheorytobeaorganicintegration.Onlybeinggoodatfiguringouttheconsumer'spsychology,respectingfornationalcustoms,applyingvariousmethodsandtechniquesinthetrademarksoftranslationappropriately,itcanbeabletowininthewarfareoftrademarktranslation,guideconsumptionandpromoteconsumption.Agoodproductshouldbecoupledwithanicecatchynamewhichisjustliketheicingonthecake.Agoodtrademarktranslationembodiestheperfectcombinationoftranslationtechnologyandaesthetics.
3.CultureimpactonadvertisingTranslation
3.1TheimpactofHistoricalandculturalonadvertisingtranslation
Intheinternationalmarket,forthecompany,howtointroducetheirproductstoconsumersinothercountriesthroughadvertisingtranslation,therebyenhancingproductcredibilityandsalesiscrucial.Asthedifferencesinlanguage,customsandwaysofthinking,culturaldifferencesareimportantfactorintheprocessofadvertisingtranslation,whichcannotbeignored.Theneglectofculturalbackgroundwillleadtosomepragmaticfailure,impactonthecompetitivenessofproductsintheinternationaltrade.Theculturaldifferencesamongdifferentcountriesareabigproblemwhichcannotbeignoredininternationaladvertising.
Advertisementandculturehavereciprocalandbidirectionalrelationship.Frommacrolevel,advertisementindustryacceleratesthedevelopmentofsocialeconomy.Duetothereasonsofgeographicalandhistorical,everynationalityhasformedauniqueculturalandpsychologicalcharacteristics,ifyouwanttheadvertisingtranslationcirculatinginothernations,thefirstthingshouldbedoneistoallowtranslationinlinewiththeaudience'scultureandpsychology.
Japan'sMitsubishiCorporationusedthefollowingadvertisingtopromotetheirproductstotheU.S.market:
“Notallcarscreatedequal”.Itisacleverimitationofthe“Allmenarecreatedequal”inthe“DeclarationofIndependence”.Changingtheaffirmativesentencesintonegativesentence,expressingthecarisbetterthanothercar’sperformance.Thistranslationismuchclosertotheconsumer’sculturepsychology,psychologyofcustomershaveastrongimpactonit.WhenMitsubishipromotedtheirproducttotheChinese,itsadvertisingis"古有千里马,今有三菱车".Itusedthemindsof"千里马"intheChinesepeople'sculturalimage,sothatproductsinthemindsoftheChinesepeoplehasathree-dimensionalimpression.MitsubishiMotorsachievedinthetwocountries,thetwoadvertisingswhicharerichinimaginationplayedveryimportantrolesinitssuccess.
AperfumeofFrancewouldliketoentertheChinesemarket,itsChinesename
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