谈品牌广告文体特点及其翻译.docx

谈品牌广告文体特点及其翻译.docx

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谈品牌广告文体特点及其翻译

论文编号：

华南师范大学增城学院

本科毕业论文

题目：

谈品牌广告文体特点及其翻译

姓名：

陈妙霞

学号：

060124319

系别：

外语系

专业班级：

涉外翻译C班

指导教师：

翁涛

2010年4月18日

OnLanguageFeaturesandTranslation

skillsofBrandAdvertising

AThesisSubmitted

totheDepartmentofForeignLanguages

ZengchengCollegeofSouthChinaNormalUniversity

inPartialFulfillmentoftheRequirements

fortheDegreeofBachelorofArts

ByChenMiaoxia

Tutor：

WengTao

April18,2010.

Contents

Abstract

中文摘要

ChapterOneIntroduction1

1.1Introduction1

1.2Aimandobjectives1

1.3Researchmethodanddatacollection2

1.4Organizationofthethesis2

ChapterTwoLiteratureReview3

2.1Introduction3

2.2Definitionofadvertising3

2.3Functionsofadvertising4

2.4Previoustheoreticoftranslation4

2.4.1InstrumentaltranslationtheoreticofNord4

2.4.2FunctionalequivalenceprincipleofNida4

2.4.3Translationtheoreticappliedinadvertising5

2.5Relatedstudiesontranslationinadvertising5

2.6Summary6

ChapterThreeCommonnessandCharacteristicbetweenEnglishandChineseWorld-famousAdvertising7

3.1Introduction7

3.2Lexicalfeatureanditsfunction7

3.2.1Usesimplewordandcolloquialandcommonword7

3.2.2Properlyuseabbreviationandcompoundword8

3.2.3UseYou-formpersonalpronoun9

3.2.4Createandinnovateword10

3.3Syntacticfeatureanditsfunction11

3.3.1Useshortsentence,simplesentenceandellipticalsentence12

3.3.2Useimperativesentenceandinterrogativesentence12

3.3.3Useexclamatorysentence13

3.4Rhetoricaldeviceanditsfunction13

3.4.1Pun14

3.4.2Rhyme14

3.4.3Parody15

3.5Summary16

ChapterFourTranslationMethodsofAdvertising17

4.1Introduction17

4.2Literaltranslation17

4.3Freetranslation17

4.4Othertranslationmethods18

4.4.1Setstranslation18

4.4.2Divisiontranslation19

4.4.3Creativetranslation20

4.5Summary22

ChapterFiveConclusion23

5.1Introduction23

5.2Asummarizingoverview23

5.3Limitationsandsuggestions24

References25

Acknowledgements26

Abstract

Alongwiththefastdevelopmentofglobaleconomy,advertisingasamarketingstrategyisbecomingincreasinglyimportant.Studyofbrandadvertisinglanguagefeatureshasbothaestheticandcommercialvalue,whichnotonlycanappreciatethatspecialtextfromliteraryaspect,butalsohelpstomasteritscommoncharacteristic,graspingthesecretofsuccess.ThisthesiswhichcollectedanumberofexamplesaimstoconductalanguagecomparisonbetweenEnglishandChineseadvertising.ThepresentstudyiscarriedoutbasedonAIDAprinciple，InstrumentalTranslationTheoreticofNordaswellasFunctionalEquivalencePrincipleofNida.Afterdetailedanalysis,translationmethodsofadvertisinghavebeenlaidoutandtheflexibleapproachisrevealed.ItishopedthatthefindingsofthisthesiswillprovideinsightsintothecomprehensionofEnglishandChineseadvertisingandgivesomeinspirationforadvertisingtranslation.

Keywords:

brand;featuresoflanguageinadvertising;translationmethods

中文摘要

随着全球化的经济发展，广告作为一种营销策略，其重要性日益彰显。

研究世界知名广告语的文体特点是兼具美学价值和商业价值的，它不仅能从文学角度赏析广告语这一特殊文体，而且能助于把握知名广告的共有特征，掌握其成功秘诀。

本文收集了若干世界知名的英汉广告，解析广告AIDA原则，并运用诺德工具翻译理论和奈达（2001）功能对等原则对知名广告的翻译进行了描述性和解析性研究。

本文比较了英汉世界知名品牌广告语言的共性和特性，总结了广告翻译的主要方法和灵活选用技巧。

希望本文的研究结果能为英汉广告的理解和翻译提供启发和帮助。

关键词：

品牌广告；文体特点；翻译方法

ChapterOneIntroduction

1.1Introduction

Withthefastdevelopmentofglobaleconomy,advertisingisbecomingincreasinglyimportant.Chinesebusinessesnowadaysareseekingabroadforpotentialclients.Meanwhile,foreigncorporationsareexpandingtheirmarketsinChina.Advertisinghasalreadybecomeacompetitiveglobalmarketingstrategy.

Advertisingnotonlyhelpsstimulateconsumertopurchasetheproducts,increasingthesalesvolume,butalsoefficientlypassitsinformationtoaudiencewhichasapromotingstrategytobuiltthecompany’simage.Itsuccessfullybridgesthegapbetweenproducersandconsumers,bringsconveniencetobothsides,andsavestheircosts.

Languageofadvertisinggreatlyenhancesitsappeals,however,itasabarrierbringsdifficultiestotranslators.Studyingthefeaturesofbrandadvertisinghelpstoexploreefficientmethodsoftranslatingaswellasfindingouttheirsecretsofsuccess.

1.2Aimandobjectives

Thepresentstudyattemptstopresentthatoneofthereasonsforfindingitdifficultintranslatingadvertisingisthedifferencesoflanguagefeaturesbetweensourcelanguageandtargetlanguage.Besides,itintendstofindoutefficientmethodsinadvertisingtranslation.

ThethesisaimstocomparethefeaturesofbrandEnglishadvertisingandChineseadvertisinginordertoexploretheirtranslationmethods.

Itisprimarilyconcernedwiththefollowingtworesearchquestion:

（1）WhatisthecommonnessanddifferencebetweenEnglishandChineseinworld-famous-brandadvertising?

（2）Whataretheefficientmethodstotranslateadvertising?

ItishopedthatthisstudywillbenefitEnglishadvertisingreadersandwriters.Agoodknowledgeofthefeaturesofadvertisingwillprovideinsightsforadvertisingreadingandinterpretationincertainculturalcontexts,andgivesomeinspirationforthewritingofadvertising.

1.3Researchmethodanddatacollection

TypicalexampleswillbecitedfromEnglishandChinesebrandadvertisingtocomparetheirfeaturesinlexical,syntacticandrhetoricalaspects,findingouttheircommonnessandcharacteristic.

Relevanttranslatingtheoreticwillbeexplainandtranslationmethodswillbelistedandcomparedwithcorrespondingfeaturesforexploringefficienttranslationapproaches.

1.4Organizationofthethesis

Thethesisisdividedintofivechapters.ChapterOnebrieflyintroducesaimandobjectives,researchparadigms,anddatacollectionoftheresearch.ChapterTworelatesthereviewofliteraturetothetheoreticalframeworkofpresentstudy.ChapterThreeisoneofthemainbodiesofthethesisinwhichisappliedtoanalyzethecollecteddatatocompareEnglishandChineseinbrandadvertising.ChapterFourisanothermainbodytodescribethemethodsoftranslatingadvertising.ChapterFivedrawsconclusions,discusseslimitationsofthethesisandsuggestsfurtherresearch.

ChapterTwoLiteratureReview

2.1Introduction

Thischapterfirstbeginswithdefinitionofrelevantconcepts:

advertising,includingbrandadvertising,andfunctionsofadvertising.Then,itcontinueswiththebriefintroductionofsomeprevioustheoreticoftranslation,namely,InstrumentalTranslationtheoreticofNordandFunctionalEquivalencePrincipleofNida.Thefinalsectionofthischapterdealswiththetheoreticappliedinadvertisingaswellastheirguidingfunctions,anddiscussesrelatedstudiesonadvertising.

2.2Definitionofadvertising

Withthedevelopmentoftheindustry,amoreconcisedefinitionismodifiedbytheAmericanMarketingAssociation（AMA）:

Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.（WangYanxi，2004：

7）

Besides,AssociationofNationalAdvertisers（ANA）hasitsopinion:

“Advertisingisapaidformofmasscommunication,aimingatofferinginformation,alteringothers’attitudestoadvertisedproducts,inducingotherstogetactionandatlastmakingprofitsfortheadvertisers.”（GuJiazu，2000：

120）

However,brandadvertisingistheonethatiswell-known,widespreadandavailabletoescapeone’slips.Itnotonlyreceivesmorerecognitionfromconsumers,butalsocatchesahighmarketshare.Ithasaremarkablefeature,thatis,hasconciselanguage,fast-pacedandeasytopronounce.

Fromtheabovedefinitions,wecanpointoutthebasicpurposeofadvertising:

advertiserstrytoimpartinformationtoconsumersandchangetheirattitudestowardstheproductsinordertocallthepublicattentionandpersuadethemtobuytheadvertisedproductsorservicesinpreferencetoanother.

2.3Functionsofadvertising

Advertisingmayappearinanystyles,suchasdialogue,proseorevenpoem,whicheverstyleitmaytake,advertisingservesseveralbasicfunctions.Generallyspeaking,advertisinghasthefunctionsasfollows:

“InformationFunction,DemandCreationFunction,PersuasiveFunction,GetActionFunctionandGoodwillEstablishmentFunction.”（WangYanxi，2004：

9）

PeterNewmark,whoisaBritishlinguistandtranslator,dividedtextsintothreetypes:

expressive,informativeandvocative.Advertisingbelongstothetypeofvocative,anditsaimliesinusingAIDAprinciple,thatis,attention,interest,desireandaction.（ShiYanping，2008）

Accordingtoitsfunctionsandfeaturesoftype,itcanbefoundoutthatadvertisertriestoinfusenewdesireintotheconsumersaftertheyreceivedtheinformationinordertoarousetheircuriosityandinterest.Inducingconsumerstofeelreallyneedtobuyandencouragingthemtoactionisthefinalpurposeofadvertising.

2.4Previoustheoreticoftranslation

2.4.1InstrumentaltranslationtheoreticofNord

NordisarepresentativeofTeleology,whichregardsthattranslationshouldachieveitsexpectivepurpose.Instrumentaltranslation,whichcreatedbyNord,isproducinginthetargetlanguagesaninstrumentforanewcommunicativeinteractionbetweenthesource-culturesenderandatarget-cultureaudience,using（certainaspectsof）thesourcetextasamodel.（Nord，2001：

47）

2.4.2FunctionalequivalenceprincipleofNida

“Dynamicequivalence”whichwaslatermodifiedinto“functionalequivalence”isdefined“intermsofthedegreetowhichthereceptorsofthemessageinthereceptorlanguagerespondtoitinsubstantiallythesamemannerasthereceptorsinthesourcelanguage.”（Nida，1969：

24）

B