文化视角下的广告翻译研究_英语论文

Translation of Advertisement from the Cultural Perspective

摘要

现如今在全球化大发展的背景下，国际贸易的作用对于世界上每一个国家来说都是不可替代的，外汇收入同时也是国家经济不可或缺的一部分。在经济全球化的背景下，中国政府坚持“引进来和走出去”战略，深化国际分工与合作。如何将本国的产品顺利地销售到外国的市场？产品的质量是必须的，但同样重要的也有商业宣传，换句话说，就是利用目标国家语言进行的商业广告活动。国际广告活动可以被定义为一种跨文化活动，所以广告翻译不仅仅是一种单纯的语言转换，儿时文化差异的转化，是一种文化的融合。国际广告有商业性，诱导性，和国家性的特点，它必须适应目标市场的市场规则，必须与目标文化，习惯风俗，消费者的思维模式以及目标语言的语言特点紧紧结合。从文化的角度进行广告翻译，是为了吸引消费者，让消费者了解商品的价值，最终使商品被目标市场接受，完成广告的价值。本文作者从文化的角度论述广告翻译，首先作者介绍广告以及文化的特点，功能和定义，着重论述广告和文化的关系，以及文化差异对于广告翻译的影响。最后作者从语言和文化两个层面，介绍论述了具体的翻译方法，并进行了取舍。

关键词：广告翻译，文化差异，跨文化交流，翻译方法

Abstract

Now the international trade is irreplaceable for all the countries in the world against the background of the development of the globalization for great foreign earnings as an important part of the national economy, and against which the Chinese government holds the economic strategy of “Bring in and go out” to deepen the international division of labor and cooperation. How to sell our goods in a foreign market? Not only depend on the guaranteed quality, but also the use of commercial propaganda, or in other words, international commercial advertisements which are translated into the languages of the target countries. A cross-cultural activity can well define the international advertising translation. So what advertising translation has to confront is not merely simple linguistic transformation, but also cultural differences. The international Advertisements are commercial, persuasive, and national. What’s more important, it must adapt to the market regulation pattern, closely bonded with the cultural background, civil habits, mode of thinking and of course linguistic transformation. Translating the advertisements from the cultural perspective is for attracting the consumers to the advertised products, which can help to promote the values of the products and make them well-accepted and finally achieve the goal of the advertising. In this paper, the author discusses the advertising translation from the cultural perspective. First, the author briefly introduces the nature and features of advertisements and the association between advertisements and culture. Cultural differences and advertising translation will be emphatically discussed. The concrete translation methods from both linguistic and cultural level will have extensive statement as methodology in the main part of this paper.

Key words：advertising translation, cultural difference, cross-cultural communication, translation methods

CONTENTS

Chapter1 Introduction…………………………………………………………….………1

1.1Background of the Study……………………………………...........................................1

1.2Significance, Purpose and Layout of the Study…………………………………….…...1

Chapter2 Advertisement and Culture……………………………………....……………2

2.1 Advertisement……………………………. …………………………………...………..2

2.1.1 Definition of Advertisement……………………………………..................................2

2.1.2 Functions of Advertisement……………………………...............................................3

2.1.3 General Features of Advertising Language……………………...................................3

2.1.4 Linguistic Features of Advertising Language…………………………......………….4

2.1.4.1 Lexical Features…………………….........................................................................4

2.1.4.2 Syntactic Features…………………………………………….……………………..6

2.2 Definition of Culture……………………………………................................................7

2.3 The Impact of Culture on advertisement……………….…………………..……..........7-

2.4 Cross-culture Communication……………………………………………...…………...8

2.5 Advertising Translation as a form of Cross-cultural Communication…….…….............8

Chapter3 Reflection of Cultural Difference in Advertising Translation……..……9

3.1 History and social background and Advertising Translation………………...……….…9

3.2 Cultural Customs and Advertising Translation…………………....................................9

3.3 Legal Differences and Advertising Translation………………………………..………10

3.4 Thinking Models and Advertising Translation…………………...................................11

Chapter4 Translating Strategies for advertisement....................................................11

4.1 Principles of advertising translation……………………...……………………..……..12

4.2 Translating Strategies from Linguistic Level……………….........................................12

4.2.1 Literal Translation………………………………………………….……..............…13

4.2.2 Free Translation…………………………………………………..…………..……...13

4.2.3 Supplementary Translation…………………………….………………………….....14

4.2.4 Condensed Translation (Omission)……………………………………………….....14

4.3 Translating Strategies from Cultural Level……………………………………………14

4.3.1 Domestication………………………………………………..……………….……...15

4.3.2 Foreignization…………………………………………………….………..………...16

4.3.3 Domestication or Foreignization…………………………………….……….……...16

Conclusion………..……………………………………………………………………….17

References………………..……………………………………………….........................19