a study on commercial advertisement translation(英语专业论文)本科学位论文

中国某某某某学校学生毕业设计(论文)题目： A Study on CommercialAdvertisement Translation姓名：0000000班级、学号：000000000000系(部)：经济管理系专业：商务英语指导教师：0000000开题时间：2008-04 -03完成时间：2009-11-102009 年11 月10 日目录课题 A Study on Commercial Advertisement Translation 一、课题(论文)提纲二、内容摘要三、参考文献四、指导教师意见五、答辩资格审查小组意见湖南信息职业技术学院教务处制A Study on Commercial Advertisement Translation00000000Abstract：With the rapid development of information and technology, more and more advertising appear in people’s life. It seems that playing an important role in our daily life. Nowadays, advertisement used as one of important method to make money for many manufacturers, because it not only can send information, most importantly, it can attract consumers. Especially with globalization accelerating, some manufacturers have to make a lot of promotions for their products in foreign markets in order to operating internationally. So advertisement translation is increasing. However, in this society, particularly in China, unsatisfying translation is appearing in media ever and again, which not only affect manufacturer’s profits，but also impairs the public image of their enterprises. Moreover, people in different country have different cultural, which cause their impact on advertising translation. Hence，those devoted to translation should take cultural difference into consideration，and should understand the theory of the translation advertising deeply at the same time. According this subject, this thesis explored the significance of advertising translation and several translation strategies.Key words：Advertisement translation；Cultural difference；Skopostheorie; Translation strategies0 . IntroductionWith the rapid development of the world economy, more and more international exchanges are involved in many fields, especially commerce. Advertising, and as one of important means to promote products, deliver sales messages, and build a good image for a company. It is no doubted that become one of the marketing strategies to assure the success, and it also playing an increasingly significance role in international business today. With China entered WTO in 2001. Advertising has become an important tool for Chinese enterprises to promote their products and research markets. However, People in different countries have different languages and cultures. In addition, some translators adopt inappropriate translation strategies on the advertisement, so it is necessary for us to study the commercial advertisement.1 . Purpose and Significance of the StudyAdvertising is become an important part of our life particularly the commerce advertisement. In the modern society, some manufacturers pay great attention on advertisement translation in order to make money. So, studies on advertisement are increasing.However, translation of advertising English is not a easy job, because international advertising involves a lot of factors such asvarious traditions, education backgrounds, life styles, religions, etc. The translator, therefore, has to face various difficulties caused by different cultures and languages. In order to translate a good advertisement, Translators should not simply apply the traditional translation theories to advertising translation. As we all know, a good translated advertisement can attract customers to buy their products. In today global competitive market, distinctive advertising is needed stand out. But if we lacking a good international advertising translation, many China’s products of high quality cannot get access to the international market because of the errors in the translations of advertisement.So a good translator should not stick to traditional views such as“natural equivalence”.They should translate an advertisement with creations.It is due to these reasons that this paper is written. This thesis is mainly analysis the cultural differences and languages, meanwhile it also discuss the feasibility of the Skopostheorie in the field of advertisement translation, but Whatever translators choose which translation strategies in advertisement translation as long as they can produce a target text that can be attracted customers to buy the products, and meanwhile, it also can make profits for advertisers and manufacturers, that is success.2 . Introduction of Cultural and Cultural DifferencesEvery culture has its own world views, ideas about human nature, the way of thinking, feel and so on. In modern society, different people have their own ways to communicate. The way they communicate is the way they live characterized by their culture. At the same time, culture is learned, preserved, transmitted and passed down from generation to generation through communication. Some basic knowledge about culture and cultural differences are two main issues in this chapter.2.1 Definition of CultureIn anthropologist Tylor gave the definition of culture in the nineteenth-century. He thinks culture is very complex which includes knowledge, belief, art, morals, law, customs, and any other capabilities and habits acquired by man as a member of society (Burnett 1871:1). This definition points to the pervasiveness of culture in social life, emphasizing that culture is a product of humans living together and that it is learned.2.2 Features of CultureSince the definition of culture has made it clear to us, it is necessary to get some ideas of some features as a way of studying cultural difference and translation. Maybe we can understand the features of culture as follows:Firstly, culture is one of the main indications that distinguishhuman beings from animals. Human beings through cultures transmit or spread their experience, knowledge, beliefs, etc. But animals can’t do this.Secondly, most part of culture is unconscious. Human beings do not realize that their actions are governed by culture. On the contrary, they take it as natural as breath. And they take many aspects of their culture for granted, especially they faced different cultures.Thirdly, culture is the guide of human beings action. That is, our actions are regulated by culture.Finally, culture is dynamic although it is stable once it has formed and the more tempestuously the society changes, the faster culture changes.2.3 Culture Differences in AdvertisingAs the saying goes, every coin has two sides, so do culture. Different countries have different cultural, hence the cultural difference causes the cultural obstruction. Language is the carrier of culture information, which can break through the limits of time and space to carry the multiplied connotations of culture information. However, advertising is the product of culture, which shows the close relationship between language and culture, as a comprehensive art with commercial identity, persuades peoples fora certain publicity goal. As we all know, advertising translation is a cross-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptors acceptance on the cultural connotation reflected in the advertisements guide. Differences in national psychology and attitudes can cause advertisements to misfire when transferred from one country to another, even without crossing a language barrier. So a good advertiser should know how to do it appropriately. Different culture effects the advertisements translation. So a good translator should take cultural differences into consideration when translating the advertisements. If they can do this, I believe the translators can translate a good advertisement.3 . The Dimensions of Advertising3.1 A brief Introduction to AdvertisingBefore we elaborate on advertisement translation, it is necessary for us to have a basic understanding of advertising. So a brief introduction will talk in the following paragraphs.Advertising is everywhere, we all living a commercial society. Different people have different opinions on advertising. Some people enjoy advertisements, even some of them considering advertising as a part of the entertainment to show business. More and more people are influenced by advertisements in their daily lifeand persuaded them to buy something they need or may not need at all. When you are walking on the road looking for a shop to drink, the slogan “Sprite, Obey your thirst ”(雪碧－服从你的渴望) may arouse in your eyes, considering these place is convenience for you, you are very glad to drink here. It is clearly that advertising influence our daily life.Generally speaking, advertising can be categorized into two types: commercial advertisement and non-commercial advertisement. The former one is profit-oriented while the latter is usually referred to as non-profit public service advertisement. This thesis is mainly talk about the commercial advertising. Besides, advertisement translation both from English to Chinese and from Chinese to English will be discussed.3.1.1 Definition of AdvertisingThe word advertisement has several different, professional meanings. But they are all related to the Latin word “advertere”, According to Webster’s Dictionary, advertisement is the activity of calling something to the attention of the public and induce them to act in some way. Many people give various kinds of definitions of advertisement in modern society, but them all approximately identical, with only minor differences.From the marketing point of view, advertising is paidcommunication by a company or organization that wants its information disseminated. First, if communication is not paid for, it’s not advertising. For instance, a form of promotion, called publicity, is not advertising because it is not paid for. Advertising is a mass mediated, this means it is delivered through a communication medium designed to reach more than one person. It is widely spread through the television, radio, newspapers, and magazines, etc. At the same time, advertising can attract people’s attention. Even persuade them to buy the product, and that is the purpose of the commercial advertisements.3.1.2 The Aim of AdvertisingAdvertising, as one kind of communicative activity, Ding Hengqi (丁衡祁2004:75) has once classified the characters of advertisements into four aspects: attractive (to catch the reader’s attention), creative (to project an image), persuasive (to urge the readers to act) and impressive (to produce an impact). To make the advertisement accepted by readers, translators should translated good advertisement, which can persuade the readers to buy the products from the manufactures.3.1.3 Functions of AdvertisingFrom the definition of advertising mentioned before, we known that using different media vehicle can publicize the products for thereaders, clearly, advertising can change economic and social trend. Let’s briefly summarize the several functions of advertising.Firstly, advertising have an effect on customer’s lives, especially, affects their economic lives. Secondly, advertising brings great importance on the business. Without advertising, business would not be able to bring new products to the attention of consumers so fast. Last but not least, advertising also influences on the society. Advertising, as a key communication link in the marketing process, it is a major stimulant to social economic growth and stability.In view of the functions and roles of advertising, it is clearly that these functions and roles of advertising are applicable to advertising translation.3.2 Advertising Culture and Advertisement TranslationFrom the preceding chapter, we know that both the language and culture have the closely relationship. They cannot be separated from each other. Language is the component of culture, meanwhile, it is the transmitting media of culture.Advertising is the outcome of language, therefore, there bound to be cultural elements embodied in it. Leiss (1986:7) holds that advertising is an essential factor of modern culture. Most advertisements are stamps with cultural background or sub-culturalbackground, which reflected people’s behavior, traits, customs, religious belief within the cultural system. For this reason, in the course of translating an advertisement into another language, the translator, should study its main idea and take culture into consideration when translating the advertisement. In addition, every country has its own unique culture which determines the consumption habits of this country. If translators don’t knowing that, they may make devastating mistakes.There are some successful examples with admirable translation both in English and in Chinese, which demonstrates that advertisement translation is not only translating language, but also transferring culture as well. The final purpose of a commercial advertisement is tempting consumers to buy the goods. Hence, if the translator wants to produce an acceptable target text, they should cater to the consumer’s pleasure and do their best to remove cultural barriers. Let’s examine the following example: Example 1:Coca Cola……可口可乐It is above suspicion that the original trade name is simple and impressive as it is a combination of the name of two kinds of plants--Coca and Cola. Even so, the translated text is better than the original text due to the fact that it is an excellent blend of the two characteristics of the two drinks. Meanwhile, combined with thepicture of family reunion and it sound effect in the advertisements, which gives people a feeling of happiness and joy. It is no doubted that Coca Cola so popular in the world.4 Studies on Translation Theories Applicable to AdsAs has been mentioned in the preceding chapter, we find that advertising is a special type of writing with its own unique features and functions, therefore, when the translators translate an advertisement, should use some advertisement translation theories. We all know that the advertisement translation theories have two translation theories, that is, the Equivalence-oriented Approaches and Skopos theory. But in the following paragraphs, we will mainly talk about the background and Development of the Skopos theory.Once a great man regarded translation as an art or a craft. However, in the 1960s, due to the profound influence from the discipline of linguistics, translation study was defined as a science and became linguistically oriented. Most of the linguistically oriented translation theories share something in common. However, equivalence-based theories focus on the source text. It excludes many translational phenomena. Therefore, some scholars began to question the equivalence-based translation theories. New theories were called for, and this is where functionalism emerged in 1970s.In 1978, Hans J. Vermeer presented his Skopos theory inelaborate form in first part of General Foundations of Translation Theory, For him, translation is primarily a cross-cultural transfer, and in his view, the translator should be bicultural, if not bicultural, which naturally involves a command of various languages, Secondly, Vermeer view translation as a specific form of human action. Like any other human action, translation has a purpose (skopos). Skopos must be defined before translation can begin.Skopostheorie was developed as the foundation for a general theory of translation able to embrace theories dealing with specific languages and cultures.5 . Strategies for Ad Translation Based on Skopostheorie5.1 Literal TranslationLiteral translation, also called word-for-word translation, is ideally the segmentation of the SL text into individual words and TL rendering of those word-segments one a time. This ideal is often literally impossible.Literal translation is mainly used to deal with some advertisements with simple sentence structures and understandable semantic meanings. That is to say, if translated literally, the target text can convey both the “superficial”meaning and the essence message if the source text. Actually, there is no lack of such successful authentic examples around. Here are someof the examples of effective (almost literal) translation:Example 2Source text:Good to the last drop。