Comparison and Translation between Chinese and English Advertisements_英语论文

摘要

随着全球化趋势的加深，广告翻译在营销战略中的地位日益突出。广告的目的是要恰当地介绍自己的产品，吸引更多的消费者购买他们的产品。广告翻译中最重要的是要知道不同国家之间的文化差异。成功的广告翻译会促进产品销售，而不恰当的广告翻译会在很大程度上抑制产品销售。因此，我们需要进一步探索广告翻译的策略，使目标消费者与国内消费者有相似的购买反应。基于此，本文着重探讨了英汉广告的比较和差异，分析了相应的翻译策略。同时，本文希望能为今后的研究提供一些有用的建议。

本文由五部分组成。第一部分为绪论，介绍了本文的研究背景、研究意义、文献综述和论文结构。第二部分介绍了广告翻译的原则， 第三部分是中英文广告的比较，主要介绍了中英广告在思维方式、价值取向、宗教习俗、社会政治制度等方面的差异。第四部分介绍了中英文广告的翻译方法，具体介绍了直译、意译、套译、音译和创造性翻译等。最后一部分是本文的结论，提出了本文的研究结果和局限性。

关键词：对比 广告翻译 翻译方法

Abstract

With the deepening trend of globalization, the advertisement translation has become prominent in the marketing strategies. As the purpose of advertisement is to introduce properly their products and attract more consumers to buy their products, it is important to know well the cultural differences between different countries. Appropriate advertisement translation will promote the sales, and the inappropriate advertisement translation will inhibit the sales. Therefore, we need to further explore the ways to translate advertisements, and make the target consumers have similar response with that of the domestic consumers. In this respect, this thesis will concentrate on the comparing the differences of English and Chinese advertisements, and the corresponding translation methods. Hopefully, this will provide some useful suggestions for future research.

This thesis is composed of five parts. The first part is the introduction, introducing the research background, research significance, literature review and the thesis structure. The second part is advertisement translation. The third part is the differences of Chinese and English advertisement, presenting the differences in respect of thinking modes, value orientations, cultural backgrounds, religions and customs, and social and political systems. The fourth part presents the translation methods of Chinese and English advertisement, in particular, this part demonstrates the literal translation, free translation, equivalent translation, transliteration and creative translations in detail. The last part is the conclusion of this thesis, providing the findings as well as the limitations of this thesis.

Key words: Comparison; Advertisement translation; Translation methods

Contents

1 Introduction.1

2 Advertisement Translation 4

2.1 General understanding of Advertisement Translation 4

2.2 Basic Principles of Advertisement Translation 6

3 Differences of Chinese and English Advertisement 8

3. 1 Thinking Modes 8

3. 2 Value-orientation. .9

3. 3 Religion and Custom 10

3. 4 Social and Political System 11

4 The Translation Methods for English and Chinese Advertisement13

4.1 Literal Translation 13

4.2  Free Translation 14

4.3 Equivalent Translation 14

4.4  Transliteration 15

4.5 Combination of Transliteration and Free Translation 16

4.6 Creative Translation.16

5 Conclusion 18

Bibliography 19

Acknowledgements 21