Analysis of Advertisement Translation from thePerspective of Pragmatic Failure3.docx
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Analysis of Advertisement Translation from thePerspective of Pragmatic Failure3.docx
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AnalysisofAdvertisementTranslationfromthePerspectiveofPragmaticFailure3
AnalysisofAdvertisementTranslationfromthe
PerspectiveofPragmaticFailure
Chapter1Introduction
1.1Background
Withtherapideconomicdevelopmentacrossdifferentregions,advertisementtranslationbecomespopular.Asamediumformarketingproducts,advertisementisplayinganimportantroleinourdailylife.Soweneedtopaymuchattentiontoit.Asthemainfunctionofadvertisementistorealizethefunctionofpromotingproductsortoconvinceconsumersofthequalityofcertainproductsorservices,howtomaketheadvertisedproductsandservicesmoreappealingremainsanimportantissue,especiallyunderthecontextofemergenceofnewwordsandmixtureofnewconcepts.Forexample,thereisanEnglishadvertisementadvertisingakindoforangejuice:
TheOrangemostestDrinkintheWorld.ThisadvertisementwasoncethoughttobeunabletobetranslatedintoChineseduetothetemporarily-createdword:
orangemostest.Tosolvetheproblemsinadvertisementtranslationeffectively,thispapergivesdetailedstudyandanalysisofmostup-to-dateadvertisementinordertofindouttranslationtechniquesthatanswerthepressingcallsoftheever-changingadvertisementtranslation.
BasedonThomas’stheoryofpragmaticfailure,thethesisanalyzespragmalinguisticfailureandsociopragmaticfailurethroughseveralinappropriatepracticaladvertisementtranslations.Pragmaticfailuresintranslationincludepragmalinguisticfailurecausedbypragmatictransfer,andsociopragmaticfailureresultingfromdifferentassociativemeanings,values,thinkingpatternsandculturalvacancybetweentheoriginalandtargetlanguages.Advertisementtranslationisacommunicationbetweentheoriginalandtargetlanguages.Sothisrequiresthatthetranslatorshouldnotonlyconsiderthesemanticcontext,butalsotaketheculturalconnotationsintoaccountintheprocessofadvertisementtranslation.Onlyinthiswaycanthetranslatedadvertisementappealtotheconsumers’interestandreachthecommercialaim.
1.2ResearchRationaleandObjective
Theuseoflanguageinadvertisementisembeddedinitsownspecificculture.Advertisementtranslationisacross-culturalcommunicationinteraction.Inordertopromotethesalesoftheproductconcernedintheinternationalmarket,thetranslatorshouldnotonlyadoptvariousstrategiesflexiblytotranslateadvertisementtexts,butalsotaketheculturalconnotationsintoconsideration.
Inthepast,therehavebeensomeresearchesdoneonpragmaticfailure,andeveryoutcomeofthespecialistsissignificantforthenextresearch.However,astimepassesby,therehavebeengreatchangesinmanyaspectsthatwillcertainlyhaveimpactonthetheoreticaloutcomes,therefore,thetheoriesofpragmaticfailurehavetobeflexiblesoastobestillabletoanalyzethechangingenvironment,andonlyonthatconditioncantheybemeaningfulforourpracticaluse.Thepaperwillmakeanoverviewandgeneralunderstandingoftheimportanttheoriesofpragmaticfailure,andanalyzethetwokindsofpragmaticfailure,thatis,pragmalinguisticandsociopragmaticfailuresaccordingtoThomas,insomepracticalexamplesofadvertisementtranslation.Thestudyinthispaperisexpectedtobebeneficialtothetranslatorsintheprocessoftheadvertisementtranslation.
Chapter2LiteratureReview
2.1ResearchAbroad
Theexpression“advertisementtranslation”wasfirstaddressedbyHurbin(1972)inhisarticleCanOneTranslatetheLanguageofAdvertising?
Hurbinputforwardthepossibilitiesofadvertisementtranslationiftheglossariesbasedonspecificproductcategorieswerecreated.Thisnotionwasnotsurprisingas1970swasatimewhenfunctionalequivalencewasprevalent.DespitethefactthatHurbin’snotionwaslackingincreativityinadvertisementtranslation.Hedidprovidethesignificanceofinvestigatingadvertisementtranslationaswellasinsightsofapossiblegeneralrulethattranslatorsuseintuitivelywhentranslatingadvertisement.Similarly,Venuti(2000)positedthatatranslator’staskwastochoosethemostappropriatetranslationfromanumberofpossibleversionsforanysourcetextandthatthenotionofequivalence,submittedtolexical,grammaticalandstylisticanalysis,wasestablishedonthebasisoftexttypeandsocialfunction.Inthiscase,creatingglossarieswouldbenefittranslatorswhenconductingadvertisementtranslation.
Withtherapideconomicdevelopmentacrossdifferentregions,advertisementtranslationbecomespopularsince1990s.Guidere(2008)probedintotheconnectionbetweenadvertisementanditstranslationinhisbookTranslatingAdvertisement.Thisbookwaspublishedunderthecontextthattherewereincreasingneedsofadvertisementtranslationfromonelanguagetomultiplelanguagestohaveproductsandservicesreachglobalcustomers.Throughthoroughanalysisofinternationaladvertisementsofmultinationalfirms,Guiderepointedoutthattheeffectivenessofthetranslatedadvertisementshouldbewhattranslatorsaimedat.However,theevaluationoftheeffectivenessremainsunsolved.
2.2ResearchatHome
Withtherapideconomicgrowth,studiesonadvertisementtranslationinChinahavebecomepopularinrecentyears,especiallysinceChina’sentryintoWTO.TanWeiguo(2003),afamousChineselinguist,inhisarticleTranslationofRhetoricDevicesinChineseandEnglishAdvertisementTranslation,considersbeingliteral,freeandflexibleasthreemethodsinadvertisementtranslation.Accordingtohim,literaltranslationisstillapplicabletosomeadvertisements,whileothersseemtopaymoreattentiontofreeandflexibleconducts.
Likewise,accordingtoZhangMeifang(2002),itistheexpectedpurposeorfunctionthatdeterminestranslationmethodsandstrategies.Therefore,thetranslatedadvertisementshouldbeabletoappealtothetargetconsumers’interestandreachthecommercialaim,whichrequiresthatthetranslatorshouldconsidertheculturalconnotationsaswellasthesemanticcontextintheprocessofadvertisementtranslationinordertoavoidpragmaticfailures.
Chapter3TheoreticalFramework
3.1DefinitionofPragmaticFailure
PragmaticfailureusedinthisthesisisfirstdiscussedinlinguisticworksofJennyThomas.Shegivestheterm“pragmaticfailure”totheinabilitytounderstand“Whatismeantbywhatissaid.”(JennyThomas,1983:
91).Byissuingtheterm,sheexclusivelyrefersto“themisunderstandingswhicharise,notfromaninabilityonthepartofthehearertounderstandtheintendedsense/referenceofthespeaker’swordsinthecontextinwhichtheyareuttered,butfromaninabilitytorecognizethatthisparticularhearershouldrecognizeit.”(94).Thatistosay,pragmaticfailuredoesnotmeanthatthehearerisnotabletounderstandthemeaningofthespeaker’swordsinthecontext,butthatheisnotabletorecognizethetruemeaningofthespeaker’sutterance,whichthespeakerintendedthatthehearershould.
Inherbook,JennyThomassetatheoreticalframeworkfortheanalysisofpragmaticfailure.Afterthat,manymorelinguistsexpressedtheiropinionsinthisaspect.HeZiran,oneofthefamousChineselinguists,saysinhismasterpieceASurveyofPragmaticsthat“duetothefactthattheexpectedperfectcommunicationeffectisnotachieved,thefailuremadeinpeople’sspeechcommunicationiscalledpragmaticfailure.”(HeZiran,1988:
226).Hestillmentionsthattheword“error”or“mistake”cannotbeusedinplaceofthisterm,becausethiskindoffailuredoesnotcomefromthegrammaticalerrorsoflanguage.Ifthespeaker’sutteranceisgrammaticallyright,butontheinappropriateoccasion,ordoesnotaccordwiththehabitualexpressionsofnativespeakers,thistypeoffailureistakenaspragmaticfailure.
3.2ClassificationofPragmaticFailure
Pragmaticfailuremeansthatthepragmaticmeaningexpressedbynon-nativespeakersisdifferentfromtheoneusedbynativespeakers.AccordingtoThomas,therearetwokindsofpragmaticfailure,namelypragmalinguisticfailureandsociopragmaticfailure.Pragmalinguisticfailureiscausedbypragmatictransfer,andsociopragmaticfailureresultsfromdifferentassociativemeanings,values,thinkingpatternsandculturalvacancybetweentheoriginalandtargetlanguages.
3.2.1PragmalinguisticFailure
Pragmalinguisticfailuremayarisefromthemothertonguetothetargetlanguageofutteranceswhicharesemanticallyequivalent,but,which,becauseofdifferent“interpretivebias”,turntoconveyadifferentpragmaticforceinthetargetlanguage.(JennyThomas,1983:
101).Pragmalinguisticfailureiscausedbypragmatictransfer,thatis,bythenon-nativespeakersfornotrecognizingthetemporallinguisticcontext.TakeChinese-Englishcommunicationforexample,iftheChineselearnersmisusesomeEnglishwordsorexpressionormisunderstandthecorrectEnglishwordsorexpressions,theirEnglishexpressionsistintedbytheirnativelanguagehabitualexpressions.Inthefollowingconversation,pragmalinguisticfailureisfound(SpeakerAisaforeignerwhowantstoaskspeakerB,aChinese,aquestion.)
A:
Excuseme.IsthattheGreatWallHotel?
B:
Yes,ofcourse.
InEnglish,thephrase“ofcourse”inthiscontextimplies“thequestionshouldnothavebeenasked”.Infact,theChineseequivalentofthephraseis“当然啦”,justmeaning“Youareright.Iamverysureaboutit.”However,inEnglish,theutteranceofspeakerBseemsalittleharsh,givesthehearerafeelingofwhatheaskedisastupidquestion,andleadstosomemisunderstanding.Therefore,pragmalinguisticfailuretakesplace.
3.2.2SociopragmaticFailure
Sociopragmaticfailureoccurswhenthespeaker’s
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