从文化价值观的角度谈中美商业广告.docx
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从文化价值观的角度谈中美商业广告.docx
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从文化价值观的角度谈中美商业广告
从文化价值观的角度谈中美商业广告
从文化价值观的角度谈中美商业广告翻译技巧
摘要:
随着世界经济发展与中国对外开放的深入快速发展,中美双方在经济领域的联系日益紧密。
在商品市场推广的过程中,商业广告扮演着一个不可替代的角色。
但由于中美文化价值观的差异,进入目标市场的商品必须考虑其文化特色和受众心理,于是合适得体的商业广告翻译变得尤为重要。
因此为了更好的提高商业广告翻译的水平,打开目标市场,本文作者从跨文化的角度,从中美文化差异的根源出发,探讨商业广告语及其翻译和文化的内在关系,找出在商业广告翻译中的主要的文化价值观不同点,从而展开在这一背景下的商业广告翻译中之归化与异化的技巧,对其两者的关系及其在商业广告互译中具体运用的体现。
同时以实际案例总结出商业广告翻译的技巧在当今国际形势下的发展方向。
关键词:
文化价值观;商业广告翻译技巧;归化和异化
OnChineseandAmericanCommercialAdvertisementTranslationTechniquesfromtheviewofCulturalValues
1.Introduction
Language,asapartofculturalwhole,isatoolthatcarriesandtransmitsotherculturalforms,influencingthemandatthesametimeinfluencedandshapedbytheculturalwhole.Anykindoflanguageexistedincertainbackgroundandisconditionedbythatculture.Withoutexception,advertisinglanguageisreflectiveofliterature,psychologyandaestheticsoftheculturalcommunity.Itcarriesmarksofinfluenceofthatculturalcommunity’straditioninitsworldviews,socialvalues,religionandthelike.However,duetothedifferentvaluesinchinaandAmerica,whichareoriginatedfromthedifferentreligiousbelief.Theimpotenceofaninterlinguaandinterculturalactivity,commercialadvertisementtranslationandtheinfluenceofcultureshouldnotbeavoided.DuringtheprocessofpromotingunderstandingandculturalexchangesbetweenChinaandAmerica,thestatusofcommercialadvertisementtranslationbecomesincreasinglyessential.Butrestrictionsaregivenbythecorevaluesdifferencesinthetwocountries,likethecontrastofcollectivismandindividualism,aswellastherespectofauthorityversusrespectofself-performance.Forthisreason,theauthorwillfirstlydemonstratetheinteractiverelationshipbetweencommercialadvertisementlanguage,commercialadvertisementtranslationandcultureinchapter2,thenpointoutthemaintwovaluesdifferencesinChinaandAmerica.Thecollectivismversusindividualismandrespectofauthorityversusrespectofself-performanceareseparatelystatedinchapter3.Afterthat,thetranslationtechniquesof,mainlysupportedbyNidaandVenuti,willbeanalyzedwithcasesinthisthesis,andmuchattentionwillalsobepaidontherelationshipofthetwostrategies,whichhavealwaysbeenincontroversyandalsoconsistencyinsomeway.Aftertheculturalbackgrounddemonstratedabove,thepaperwillshowtheconcreteapplicationofthetwotranslationtechniquesincommercialadvertisementtranslationoftheday.Atthesametime,themaintrendoftranslationtechniquesinmoderncommercialadvertisementtranslationwillbedemonstratedbyusingsomeexamples.AllofwhichiscontributedtosmoothercommercialadvertisementtranslationandthefurtherpromotionofculturalexchangebetweenChinaandAmerica.
2.RelationshipbetweenAdvertisementtranslationandculture
Nowadays,translationisnotjustforcross-linguisticcommunication,butforcross-culturalcommunication.Withthedevelopmentofinternationalcommunicationtoday,translatingfromaculturalperspectiveisbecominganewtrend.AnidealtranslationshouldconveyboththelinguisticmeaningandtheculturalmeaningofSLintoTL,sothatboththeSLreaderandtheTLreadercanhavethesameexperience.Insomeway,thesignificanceoftranslationistopromoteculturalcommunicationandsocialdevelopment.Therefore,beforeresearchingintoadvertisingtranslation,therelationshipofAdvertisementtranslationandcultureshouldbeattachedsomeimportance.
Translationisbydefinitioninterlinguaandintercultural,itinvolvesbothlinguisticandculturaltransfer.Itisaculture-transcendingprocess(Vermeer1984:
40).Itisobviouslyhardtoimaginethetransformationofcultureandcommunicationbetweendifferentpeopleswithouttheassistanceaffordedbytranslationactivity.Astheresearchoftranslationpromotes,translationhasbeenreplacedby“interculturalcommunication”(ChristianceNord,1991),“interculturalcooperation”(R.Daniel.Shaw,1984:
17),thenNidahasalsobecomeawareofthegreatimportanceofculturalfactorsintranslating.Heinsiststhattheculturalfactorsintranslatingaremoresignificantthanthepurelylinguisticdifferences.Soheoncewrote,“fortrulysuccessfultranslating,biculturalismisevenmoreimportantthanbilingualism,sincewordsonlyhavemeaningsintermsoftheculturesinwhichtheyfunction.”(Nida2001:
82)
Inmodernworld,withtheconnectionamongdifferentcountriesgettingenhancedintheareasofpolitics,commerceandsociety,translationgraduallyopensupnewandincreasinglyspecializedareasofusageintransmittingcultures,ofwhichthecommercialadvertisementtranslationwillbefocusedinthisessay.Undoubtedly,commercialadvertisementtranslationisaprocesstopromoteunderstandingandculturalexchangesamongdifferentnationsandboostthedevelopmentofinternationaleconomy.Onthecontrary,culturealsoexertsahugeinfluenceoncommercialadvertisementtranslation.Overyearsoftranslatingandculture,takeChinaandAmericaforexample,hotdog-热狗isfromAmericanculture,buttheybecomenolongerstrangeforChinesepeople.Bycomparison,traditionalChinesefood,Jiaozi,tofuhasalsobeenfavoredbyAmericans.Inaword,bothnations’cultureshaveenrichedoralittlebitchangedbyforeignculturethroughoneofthemedium-advertisementtranslation,duringwhichtheprinciple“seekingforcommongroundwhilereservingdifferences”hasalwaysbeenimplemented.Finally,thereisnodoubtthatadvertisementtranslationwillgoonplayingapromotingroleinthecultureexchangesamongdifferentnationsandbeconditionedandinfluencedbycultureatthesametime.
3.CoreCulturalvaluesinChineseandAmericancommercialAdvertisementlanguage
Withtherapiddevelopmentofworldeconomy,commercialadvertisement,actingasacarrierofeconomicalexchangeamongdifferentcountries,canbecaughtsightofeverywhere.Whenstudyingcommercialadvertisements,boththelanguagehabitsoftheaudiencesandculturalvaluesshouldbetakenintoconsideration.Manypeoplearguethemosteffectiveadvertisementsarethosethatbestexpressandaffirmcoreculturalvalues.Inthischapter,thecorevaluesdemonstratedincommercialAdvertisementsbetweenChinaandAmericawillbeexplainedindetail.
3.1Collectivismversusindividualism
ProfoundlyinfluencedbyConfucianismandTaoism,Chinesecultureholdsthespiritofcooperationandunselfishtributeinesteem,whichinsiststhatthevalueofindividualityshouldbereflectedinone’scontributiontoothersandthesociety.IntheeyesofChinesepeople,theindividualhappinessshouldcorrespondtothecollectiveinterests,andthesolicitouscareandconsideratefeelingarethevirtue.SoChinesepeoplepaymoreattentiontonationalaffairs,familyaffairs,everythingconcerned,andgivingothersconsideratecareisregardedasvirtue.Onthecontrary,theAmericancultureemphasizesonpersonality,freedom,self-development,andenterprisingspiritsandsoon.Theirindividualisminsiststhatthepersonalinterestsshouldalwaysbethefirsttoconsider.Forexample,oneofthecoreAmericanvaluesisindividualism,whichisthecenterofAmericansocialidentity.Therefore,Advertisementsthatcelebratethisvaluearemorelikelytosucceedthanthoseignoreit.Alloftheabovepointswillbeprovedintheexamplesbelow.
Group1:
屈臣氏----更加关心您!
Group2:
youareunique,youaremagnifique,Lancôme.
A.S.WatsonGroup(HongKong)Ltd,foundedin1828,hasexperiencedalonghistoryofdevelopment.Whilemarketeconomyisincreasinglyfull-fledged,Watsonrealizesthatwhatthecustomerstendtobuyarenotonlycommoditiesbutalsothepleasureofshoppingandsomeinvisiblevalue,suchasthebrand,service,andthenproducetheloyaltytotheenterprisebyidentifyingitsculture.Itadvocatesthreeideas:
health,goodandfun,whichaimsatimprovingthelifequalityofthecustomersandreachingtheunificationbetweenpeople’sinnerbeautyandouterbeauty.Therefore,thiscompanyuses“更加关心您”asitsslogan,whichcomplieswiththegeneralcollectivismvalueandtakescustomers’interestsintofullconsideration.Inthisway,thewholeimageofWatsonleavesadeepimpressiononitscustomersandthenachievesgreatprofitsforthiscompany.Onthecontrary,Lancômefocusesontheuniquenessandmagnifiquenessofindividual,whichhintsthat,ifthecustomerschoosetheproductsfromLancôme,shewillbesomeonedifferentfromtheordinaryothers.Therefore,thissloganrevealstheprevailingindividualisminAmericaandtheadvertisementseekstohelpcustomersenjoyasenseofuniqueness,justlikeyouareyou,theonlyspecialoneinthewholeworld.SothereisnodoubtthatpopularityofLancômeisalwayslasting.
3.2Respectofauthorityversusrespectofself-performance
Fromquitealongtimeago,Chineseculturestressesonthepublicopinionintheinstructionofcollectivism.Itinsiststhatpeopleshouldbemodestenoughtosolicitcommentsandsuggestionsfromothers.Besides,italsoregardsthattherecordscanproveeverything.Therefore,theauthorityhasagreatpowertoaffectthepurchaseoftheconsumers.ThereisnodoubtthatrespectofauthorityisoneimportantfeatureofChineseadvertisements.Whenintroducingnewproductstotheconsumers,advertisersoftenenumeratethehonorsandcertificatesandletthemoccupyapivotalposition.EspeciallyinmodernChina,theadvertisementsformanyelectronicproductshavebeenaddedintothepopulartopicsinsocietynowadays,suchas国际体系认证,中国环保产品质量信得过重点品牌,绿色,健康,无公害,低碳,soandsoforth,throughwhichthesuperiorqualityoftheproductsisshown.However,quitedifferentfromChineseadvertisements,Americanadvertiseme
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- 关 键 词:
- 文化 价值观 角度 中美 商业 广告