互联网化妆品广告翻译研究_英语论文

A Study of Cosmetics Advertisement Translation on the Internet

摘要

随着全球经济一体化趋势的加快，网络的普及，国际市场不断扩大，而化妆品作为女性市场的主打商品，越来越多的国际化妆品品牌打入国内，化妆品企业不再局限于占领本国市场，它们都在积极致力于国外市场的开拓。要使化妆品企业在国外能吸引消费者，树立良好的企业形象和扩大市场以及品牌影响力，好的广告宣传以及推广媒介是必不可少的。但是不同的国家之间存在这语言交流的障碍，为了使广告的宣传影响达到在本国一样的效果，化妆品广告的翻译成为了译者和广告人必须面对的问题。由于化妆品广告种类繁多，化妆品广告的翻译起步较晚，发展不成熟，国内不少企业没有充分认识到化妆品广告翻译的重要性，译者们忽视了从一种语言到另一种语言，广告的翻译既要保留原文的精华，又要符合消费者的心理，仍然沿用原来的广告或是翻译过于粗糙，因此译文质量难免不高，甚至有很多错误。这对打开国外市场带来了极大的阻力，也不利于产品的宣传推广。实际上广告翻译并非简单的把句子给翻译出来，其中涉及到很多文化传统、思维方式以及句法的不同。本文从互联网广告和传统广告的差异及中英化妆品广告翻译入手，了解广告的特点，对比传统广告和网络广告。分析中英化妆品广告，并逐项说明这种差异以及形成的原因。最后，根据广告翻译的诸多特点，结合互联网上大量化妆品广告的实际案例，提出化妆品广告的翻译方法和策略——直译，意译，创译，增补译。旨在进一步提高对化妆品广告的翻译水平和准确程度。

关键词：广告英语；互联网媒介；翻译策略；化妆品广告

Abstract

With the speeding up of global economic integration and popularity of the Internet, companies do not limit their ambitions to the domestic market, they are dedicated to expand international market as well. As a kind of product in market of female consumers, more and more brands of cosmetics are flooding into the domestic market. Therefore, advertisement and media are essential to promote product sales, raise companies’ popularity and attract overseas customers. However, there are much language barriers between different countries. To achieve the same publicity effect, the translation of cosmetics advertisement has become a problem the translators and advertisers must face. Because of the development of the cosmetics advertisement translation started relatively late in our country, many companies didn’t realize the importance of advertisement translation. Besides, the translators ignored the spirit of original advertisement and consumers’ psychology between two different languages. They still continued to use the original advertisement or the translations were pretty rough. It caused a lot of problems and brought great obstruction to the development of foreign market. In fact, translation of advertisement is not just to translate the meaning, it concludes much content such as the way of thinking, traditions and customs, sentences and so on. This paper focuses on cosmetics advertisement on the Internet, analyzing the differences between traditional advertisement and Internet advertisement, and introducing the features of advertisement. Then, this paper enumerates some examples of cosmetics advertisement on the Internet to propose the strategies of translation. It is possible to get translating skills improved on the cosmetics advertisement.

Key words: advertisement English; Internet media; translation strategies; cosmetics advertisement           

Contents

Acknowledgements.i

Abstract & Key words in Englishii

Abstract & Key words in Chineseiii

Introduction.1

1.Overview of cosmetics advertisement on the Internet 2

1.1Features of advertisement .2

1.2Traditional advertisement .3

1.3Characteristics of Internet advertisement4 

2. Differences between Chinese and English cosmetics advertisement.5

  2.1 Differences in way of thinking 6

2.2 Differences in traditions and customs7

2.3 Differences in sentences.8

3. Principles and skills of cosmetics advertisement translation8

3.1 Literal translation.8

3.2 Liberal translation9

3.3 Creative translation10

3.4 Amplification10

3.5 Omission.11

Conclusion12

References14

Appendices16