手机广告文案的汉译-以苹果iPhone系列产品为例_英语论文

A Study on English-Chinese Translation of Mobile Phone Advertisements — A Case Study of Apple’s iPhone Advertisements

摘要

在全球化的趋势和中国入世的推动下，外国企业逐渐把眼光放到中国市场。电子产品在进口商品占了很大一部分比例。作为最常用的电子产品之一，手机是电子产品行业中最有发展势头的产品。在商业竞争中，广告是最不可或缺的宣传手段。外企在进入中国市场时，如何将英文广告翻译成准确的中文是一大难题。不同于其他文本，广告的目的是向消费者介绍相应产品并引起消费者购买的欲望。而手机作为电子产品，其广告语言风格又不同于其他商品的广告。

为更好对手机广告的英汉翻译进行研究，本文收集了电子产品行业巨头苹果公司在宣传iPhone系列手机时使用的广告语。在对收集的广告语进行分析的过程中，本文归纳了一般广告语的特点，在此基础上还着重归纳出手机广告语的特点。最后，结合前文总结的特点，通过个例分析，总结出了五种翻译技巧，旨在为手机广告语的翻译实践提供一定的借鉴和启发。

关键词：广告翻译; 手机广告文案; 翻译技巧

Abstract

With the trend of globalization and China’s integration into WTO, foreign enterprises are gradually entering the markets in China. Electronic products take up a larger portion in imported comedies. Being one of the widely used electronic products, mobile phone has the most promising future in development among the industry. In the commercial competition, advertisement is the essential way to promote. Thus, one of the biggest challenges foreign enterprises confront while entering Chinese market is to translate English advertisement into accurate Chinese version. Different from other literal works, advertisement is used to introduce the products and trigger the desire of the consumers to purchase. However, the advertisement of mobile phones has its unique linguistic features since mobile phones are electronic products that are different from other comedies. 

For the study of E-C translation of mobile phone advertisements, the author collects the copies of examples the company Apple, an industry giant, uses in promoting its iPhone phone product line. By analyzing the collected examples, the author sums up some general linguistic features of advertisements, and specifically listed some unique features of mobile phone advertisements. On the basis of the discussion above, the author offers five translation techniques with the aim of providing guidance and inspiration to future studies and translation practices of mobile phone advertisements.

Keywords: advertisement translation, mobile phone advertisements, translation techniques

Contents

摘要

Abstract

Chapter One Introduction 1

  1.1 Research Background 1

  1.2 Research purpose 2

  1.3 Data Collection 2

  1.4 Thesis Composition 3

Chapter two Literature Review 4

  2.1Review of Foreign Studies 4

  2.2 Review of Domestic Studies 5

Chapter Three Mobile Phone Advertisement 8

  3.1 Definition of Advertisements 8

  3.2 Characteristics of Advertisement Language 8

    3.2.1 Lexical Features 9

      3.2.1.1 Simple verbs 9

      3.2.1.2 Adjectives 9

      3.2.1.3 Personal Noun 10

    3.2.2 Syntactic Features 10

      3.2.2.1 Short Sentences 11

      3.2.2.2 Imperative Sentences 11

      3.2.2.3 Parallel Sentences 12

  3.3 Characteristics of Mobile Phone Advertisement Language 12

    3.3.1 Technical yet readable 13

    3.3.2 Forward Looking 13

    3.3.3 Personal 14

Chapter Four Translation Techniques for Mobil Phone Advertisement 15

  4.1 Literal Translation 15

  4.2 Omission 16

  4.3 Addition 17

  4.4 Adaptation 17

  4.5 Creative translation 19

Conclusion 21

References 23

Appendix 24