浅谈归化异化在广告翻译中的运用 

A brief discussion on the application of domestication and foreignization in advertising translation

摘要

这篇论文是基于翻译中的两种方法— 归化和异化。广告翻译是一种有着独特风格和作用的运用性语言，以此来推广产品和吸引潜在顾客。归化策略是从目标国家的文化入手，着力于如何使外国人接受本国产品，而异化策略则维持了源语言的特点，目的是为了让外国人了解另一种文化。本文分别讨论了这两种策略在广告翻译中的优缺点以及分析了它们在一些案例中的运用。尽管一些学者偏爱运用归化，但是为了达到既定目的，归化与异化的结合使用应该在广告翻译中得到提倡。广告翻译应跨越语言和文化的障碍，迎合消费市场消费群体的文化传统心理和消费观念。灵活采取翻译策略有助于广告翻译符合译语读者的期待，引起共鸣，从而达到广而告之的目的。

关键词：归化；异化；广告翻译

Abstract

This thesis is intended to explore the application of two methods—domestication and foreignization in advertising translation. Advertising English is an applied language with its own unique style and function, employed to promote products and attract potential customers. From the perspective of the culture of target countries, domestication strategy focuses its attention on how to have the source products accepted by foreigners while foreignization strategy maintains the features of the original language so as to make foreigners learn about another culture. This paper discusses the advantages and disadvantages of the two techniques in advertising translation respectively from different aspects and analyzes the applications of them in some cases. Although many scholars give priority to domestication, the combination of domestication and foreignization should be stressed in advertising translation to reach the intended purpose. Advertising translation should cross the barriers of languages and culture to cater to traditional psychology and consumption concept of consumers. Flexible application of translation strategy is consistent with the expectation of the target readers, which easily arouses resonance, so as to achieve its purpose.

Keywords: domestication; foreignization; advertising translation  

Contents

1. Introduction………………………………………………………………1

2. Literature Review…………………………………………………………2

3. The widely used strategies in advertising translation……………………3

3.1 Domestication………………………………………………………….5

3.2 Foreignization………………………………………………………........6

4. The characteristics of advertising English in genre……………9

5. Analyses of examples in advertising translation…10

5.1 Domestication in priority……………………………………………..11

5.2 Foreignization in priority…………………………………………….12

6. Conclusion…………………………………………………………….13

7. Work cited…………………………………………………………….14