从文化差异分析广告翻译策略 Translation Strategiesof Advertisement fromCultural Differences.docx
- 文档编号:29084277
- 上传时间:2023-07-20
- 格式:DOCX
- 页数:20
- 大小:29.81KB
从文化差异分析广告翻译策略 Translation Strategiesof Advertisement fromCultural Differences.docx
《从文化差异分析广告翻译策略 Translation Strategiesof Advertisement fromCultural Differences.docx》由会员分享,可在线阅读,更多相关《从文化差异分析广告翻译策略 Translation Strategiesof Advertisement fromCultural Differences.docx(20页珍藏版)》请在冰豆网上搜索。
从文化差异分析广告翻译策略TranslationStrategiesofAdvertisementfromCulturalDifferences
Abstract
WiththedevelopmentofChinaeconomyandacceleratingglobalization,advertisingbusinessisgrowingatasurprisingspeed.Advertising,asoneoftheinfluentialindustriesofmarketeconomy,isplayingcrucialroleinChina’seconomicambitiononglobalarena.ItnotonlyintroducesChina’sproductstooverseasconsumersbutalsohasthemexposedtoChina’sculture.AsmoreandmoreChineseadvertisingcomestointernationalmarket,theoriginaladvertisingshouldbetranslatedintoforeignversionswithappropriatestrategytomeettheneedsandexpectationsofthelocalconsumers.
Asaspecial-purposedstyle,advertisingdiscoursehasitsdistinctivefeatures.Andthereshouldbeasetofprinciples,standardsandstrategiesforthetranslationofadvertisingdiscourse.“FunctionalEquivalence”byEugineNida,“CommunicativeTranslation”byPeterNewmarkand“Skopostheorie”byHansJ.Vermeer–allofthesefamouswesterntheoriesoftranslationhavecontributedalottothetranslationofadvertisingdiscourse.Commercialpurposeistheuniquecharacterthatdiffersfromliteratureandotherstyle.Therefore,advertisingtranslationshouldbeinlinewiththecharacteristicsofadvertisinglanguage,andstrivetoachieveitspromotionalfunctions.Theessentialroleoftargetlanguageandtargetconsumersrequirethatthetranslatorshouldtakeculturaldifferencesbetweenthesourceandthetargetlanguageintoaccountintheprocessoftranslation.Wordforwordtranslationshouldbeavoided.
Firstly,thepaperanalyzestheimpactsofadvertisingtranslationfromtheperspectiveofculturaldifferencesbetweenChinaandthewest.Secondly,thepaperexpoundstwotranslationstrategiesofforeignizationanddomestication,andthensummarizesseveralspecifictranslationmethodsundertheguidanceofthestrategies.Thetranslationofadvertisementsstillshouldersheavyresponsibilities.Therestillmaybesomeflawsandevenmistakesinthepaper.Thispaperisexpectedtogivesomereferencestoadvertisingtranslationlearnersandpractitioners.
Keywords:
advertisingtranslation;culturaldifferences;translationstrategies;translationmethods
摘要
随着中国经济的发展和全球化的加速,广告产业正以惊人的速度增长。
广告作为市场经济的先导产业,在我国参与国际竞争中发挥了不可忽视的作用。
它不仅把中国的商品介绍给国外消费者,而且还是传播文化的载体。
由于越来越多的中国广告进入国际市场,原始广告应该以适当的策略被翻译成英文版本并满足顾客的需要和期望。
广告语作为一种特殊的语言,有其独特的文体特征,在翻译过程中应该遵循自己的原则、标准和方法。
奈达的功能对等理论、纽马克的交际翻译法,弗米尔的目的论等西方翻译理论都对广告翻译具有重要的指导意义。
广告语区别于文学及其它文体的特点在于其明确的商业目的。
因此,广告翻译在符合广告语体特征的同时,要着力实现其促销功能。
广告的受众和目的语文化的根本地位与作用,决定了译者在翻译过程中必须要考虑源语与目的语之间的文化差异,不能只从字面上进行死译。
本文首先从中西方文化差异的角度入手,分析了此类差异给广告翻译带来的影响。
其次阐述了异化与归化两个适用于广告翻译的翻译策略,并在该策略的指导下,总结归纳出了一些具体的翻译方法。
广告翻译任重而道远,作者在文中的分析也恐存在欠妥与不足之处。
期待该篇论文所提到的策略与方法能给予广告翻译学习者及从业者一些参考。
关键词:
广告翻译;文化差异;翻译策略;翻译方法
Contents
AbstractI
摘要II
1Introduction1
2Sino-WesternCulturalDifferencesandTheirImpactsinAdvertisingTranslation1
2.1DifferencesinCoreCulturalValues2
2.2DifferencesinLifeStyles2
2.3DifferencesinPurchasingPsychology3
3StrategiesofC-EAdvertisingTranslation3
3.1Foreignization4
3.2Domestication5
4MethodsofC-EAdvertisingTranslation7
4.1LiteralTranslation7
4.2FreeTranslation8
4.2.1Deletion9
4.2.2Addition10
4.2.3Omission11
4.2.4Imitation12
4.2.5Substitution13
5Conclusion14
Bibliography16
Acknowledgments17
1Introduction
WiththefurtherdevelopmentofreformandopeninguptotheoutsideworldaswellasChina’senteringWTO,theintensificationofinternationalbusinesscommunicationandpromotionbecomeincreasinglyimportant.Chinaisviewedasthemarketofgreatpotentialbymanyforeigncountriesandinternationalcompanies.Manyofthemexpecttoexpandtheircurrenteconomicportioninourcountry.Thissituationpromotestheimportanceofadvertisingandadvertisingtranslationbywhichtheymarkettheirproductsandservices.
ThispaperaimstocarryoutastudyonstrategiesandmethodsofC-EadvertisingtranslationfromtheperspectiveofSino-westernculturaldifferences.ItanalyzestheinfluencesofthedifferencesbetweenwesternandeasternculturesintranslatingChineseadvertisementintoEnglishtexts.Asadvertisingtranslationisregardedasawayofcross-culturalcommunication,itwasinevitablymarkedbyculture.DuringC-Eadvertisingtranslationthetranslatorshouldhavetobeawareoftheculturaldifferences,oritwouldbeuneasytoachievetheidealtargettext.
2Sino-WesternCulturalDifferencesandTheirImpactsinAdvertisingTranslation
“Culturaldifferencesrefertotheexpressionssharedbydifferentcountriesbutimplyingdifferentconnotation”(Chen2001).Althoughhumanbeingshavethesamebiologicaldrive,theykeeptheirownuniquelywayoflife,setofmindandvalueswhichareshapedbytheiruniqueexperienceincertaincircumstances.
Advertisingisanaudience-orientedcommunicationmedia.Whethertheculturalmeaningembeddedinthetranslatedversionisappealingtotargetaudienceoronlytotheoppositesidedeterminesitseffectoftheadvertisinginaculturallyheterogeneousmarket.Advertising,asreflectionofacertainculture,superficiallypromotesproducts,servicesandactivitiesinthecontent.Butunderneaththelinguisticcontentandpicturescanwefindpeople’sworldview,values,consumptionconcepts,lifestyles,etc.
Asnotallculturalelementshavecorrespondingcounterpartsinanotherculturalcontext,internationaladvertisingcampaignersshouldkeepallthesensitiveculturalelementsinmindwhenlaunchinganewadvertisinginaculturallydifferentmarketincaseitmightarouseantipathyoftargetaudience.
2.1DifferencesinCoreCulturalValues
Valuesarethedefiningexpressionsofculture.Theyexpressinwordsanddeedswhatisimportanttoaculture.Valueisculturalbedrockandenduring.Theycannotbechangedquicklyoreasily.Theyarethusverydifferentfromattitudes,whichadvertisesbelievecanbechangedthroughasingleadvertisingcampaign,orevenasingleadvertisement.Thinkofculturalvaluesastheverystrongandrigidfoundationonwhichmutableattitudesrest.Attitudesare,inturn,influencedbyvalues,aswellasbymanyothersources.
Obviously,advertisinghastobeconsistentwith,butcannoteasilyorquicklychangevalues.Whatadvertisersandtranslatorsshoulddoistomaketheadvertisementsconsistentwiththevaluesofpeople.Iftheyarenot,theywilllikelytoberejected.
Manyarguethatthebest(mosteffective)advertisementsarethosethatbestexpressandaffirmcoreculturalvalues.Forexample,onecoreAmericanvalueisindividualism,orthepredispositiontovaluetheindividualoverthegroup.ItisatthecenterofAmericansocialidentity.“Advertisementsthatcelebrateoraffirmthisvaluearemorelikelytosucceedthantheonesthatdenigrateorignoreit”(OGuinn1998).
Atthevalueaspect,theChinesecultureworshipstheselflessdedication.Personalvalueliesinthededication.InChina’straditionalculture,philanthropism,kindandjusticearealwaysthesocietyvalueinworship.ToChinese,personalhappinessisinaccordancewiththecollectivebenefits.Consideration,careandlovehavebeenthestateofmindthatthepeopleemphasize.Therefore,Chinesepeoplepaymoreattentiontonationalaffairs,familyaffairs,everythingconcerned,andgivingotherswithveryconsiderateandconcerningcareisregardedasvirtue.Thedifferentvaluescanbereflectedbyallmeansviaadvertisements.
2.2DifferencesinLifeStyles
Mostofeasternpeople,especiallyChinesepeople,lovethequietanddomesticlifestyle.Andusuallytheyhaveakindofnostalgiafeeling.Sotheyoftenhavethesparetimewiththeirfamilyandfriends.Andafterthebusyworktime,theylikelisteningtomusic,watchingTV,enjoyingthebeautifulsceneintheparkandsoon.Thatistosay,Chinesepeoplelikethestaticlifestyle.Chinesepeoplepreferakindofquietandleisuretimewithhis/herfamily.IftheadvertiserscanobeythisprinciplewhentheydesignedChineseadvertisement,theycanachievethegoal.
Butthewesternpeople,especiallyAmericanpeoplepreferthedynamiclifestyle.Theylikehavingsports,havingvicissitudes,takingsomerisks,challengingandconqueringsomeunfamiliarthingsandsoon.Theyusuallyspendtheirsparetimeonclimbing,skiing,andsomeexcitingactivities.Westerncultureinsistsonthemobilityespeciallythechallengingandtheconquering.OnlyiftheadvertiserdesignsEnglishadvertisementsaccordingtotheideasinwesterncultureandpayingattentiontothecharacteristicofwesternpeople,he/shecanmakesuccessfuladvertisements.
2.3DifferencesinPurchasingPsychology
Westernsocietiesaremoreindividualisticandthusmorepronestriveforself-achievement,whiletheChinesetendtobemorecollectivisticthusmakingconstantreferencetotheirpeers.Reflectedinconsumingbeliefs,thewesternerswillchooseproductsbasedontheirspecificneedswhileChineseconsumerstendtothinkthatproductsorservicesfavoredbythemajorityaregoodones.HellmutSchutteinhisConsumerBehaviorinAsiaraisedsuchanexamplethat“whenthewesternpeoplearegoingtopurchasebagsmadebyLOUISVUITTON(LV)orshirtsbyGEORGIAARMANI(GA),thatismostlybecausetheythinkthequalityandstylematchtheirneeds.WhentheChinesearetobuythesameproducts,nineoutoftenareinfluencedbyothers’opinionthatpeoplewhobuyandusethosebrandsarerich,trendyandsuperior”(1998).
Chinaisasocietyfeaturingcollectivismandconformism,whichleadstotheindividual’sstrongcommitmentandloyaltytohisgroupandposestronginfluenceonthecreationofChineseadvertisements.Chineseadvertisementsstressingsocialnormsandsocialacceptab
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 从文化差异分析广告翻译策略 Translation Strategies of Advertisement from Cultural Differences 文化差异 分析 广告 翻译 策略
链接地址:https://www.bdocx.com/doc/29084277.html