論翻譯技巧在廣告翻譯中的應(yīng)用

1、天津市高等教育自學(xué)考試英語（本）畢業(yè)論文序號(hào)：論文題目：（英文）On Application of Strategies in Advertisement Translation論文題目：（中文）論翻譯技巧在廣告翻譯中的應(yīng)用答辯成績：考生姓名： 準(zhǔn)考證號(hào)： 身份證號(hào)：指導(dǎo)教師：完成日期：畢業(yè)論文誠信聲明本人鄭重聲明：我所提交的畢業(yè)論文 論翻譯技巧在廣告翻譯中的應(yīng)用_是我在指導(dǎo)教師指導(dǎo)下獨(dú)立研究、寫作的成果，論文中所引用他人的無論以何種方式發(fā)布的文字、研究成果，均在論文中加以明確標(biāo)注；對(duì)有關(guān)教師、同學(xué)和其他人員對(duì)本文的寫作、修訂提出過并為我在論文中加以采納的意見、建議深表謝意。如在論文中涉及抄襲

2、或剽竊行為，本人愿承擔(dān)由此而造成的一切后果及責(zé)任。論文作者 （簽字） 時(shí)間： 年 月 日ContentsAbstract (in Chinese) .IAbstract (in English) .IIChapter I. Introduction.11.1. History of Advertisement.11.2. Aims of Advertisement .1Chapter. Literature Review.22.1. Review of the Previous Studies.22.2. Summary .3Chapter.The Language Features of A

3、dvertisement.43.1. Lexical Characteristics.43.2. Syntactic Characteristics.73.3. Rhetoric Devices.8Chapter IV. The Problems in Advertisement Translation.104.1. No Consideration of Culture Difference and Consumption Psychology.11 4.2. Lack of Artistic Appeal in Translation.134.3. Paying More Attentio

4、n to the Pattern instead of the Content.14Chapter V. Advertisement Translation Strategies.155.1. The Respect and Good Command of National Psychological Differences.165.2. Literal Translation.185.3. Free Translation .195.4. Amplification and Supplementation.21Chapter VI. Conclusion .21Work Cited .23摘

5、要隨著全球化及國際貿(mào)易的發(fā)展，廣告越來越多的走進(jìn)人們的視界?？墒?，生活中很多廣告由于在英漢翻譯的過程中翻譯不當(dāng)，不僅給企業(yè)帶來一定的負(fù)面影響，而且在一定程度上還會(huì)影響國家形象。因此，如何利用翻譯技巧來解決廣告翻譯中存在的問題，已是擺在商務(wù)翻譯人員面前的一個(gè)現(xiàn)實(shí)問題.為了更好的支撐這一主題，本文利用舉例法，對(duì)廣告翻譯的特征和問題進(jìn)行分析并給出解決策略。第一部分對(duì)廣告做介紹；第二部對(duì)相關(guān)研究領(lǐng)域的文獻(xiàn)及其作者觀點(diǎn)的進(jìn)行綜述，從而總結(jié)出自己的研究方向；第三部分集中分析廣告的語言特征；第四部分闡述廣告翻譯中存在的問題；第五部分提出廣告翻譯的策略；第六部分重申主題。關(guān)鍵字：廣告翻譯；問題；技巧應(yīng)用II

6、AbstractWith the development of globalization and international trade，more and more advertisements come into our sight，but, there exist many problems in the process of translation between Chinese and English. It not only brings some bad effects on these enterprises, but also affects the image of a c

7、ountry. To support the thesis, the paper adopts the method of exemplification to analyze the characteristics and problems of advertisement translation. It is divided into six parts. The first part makes an introduction to advertisement. The second part is a literature review of advertisement transla

8、tion in the academic circle and sums up the authors viewpoint of this paper. The third part analyses the features of advertisement. The fourth part puts forward problems in the process of advertisement translation. The fifth part includes some advertisement translation strategies. The sixth part is

9、the conclusion, restating the thesis of the paper.Key words: advertisement translation; problems; application of translation skillsIIIChapter I. Introduction 1.1. History of AdvertisementAdvertisement emerged from the womb of commodity production and exchange. The condition for the existence of adve

10、rtising is that we live in a material world. Advertisement was not known in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was about at this time that newspaper began to circulate. Meanwhile, the great breakthrough for advertis

11、ement came only in the late nineteenth century. In the twentieth century, advertisement developed rapidly. Our current economic structure is shifting from the entirely planned economy system, so advertising is becoming more and more active and sophisticated under market economy. 1.2. Aims of Adverti

12、sementToday one can hardly escape advertisements as we are living in a very commercial society. Advertisement is not only a means of economic activity, but also of cultural communication. It is like a kind of invisible force which directs the living styles and consumption habits of people（趙文靜23）. Wh

13、en doing the translation of the inter-cultural advertisements, translators must pay much attention to the cultural factors.1To expand the international market，every country makes full use of advertisement to present products and persuade consumers to purchase. Moreover, advertisers want potential pu

14、rchasers to consider what special features our products have compared to all other similar products or services. The purpose is to persuade people to take some actions to purchase. Chapter II. Literature Review2.1. Review of the Previous Studies The objective of this chapter is to review some releva

15、nt articles in journals，books and newspapers, from which I learn more information about some features and problems in English and Chinese advertisements translation and how to avoid these problems. Many specialists have contributed some skills to increase the charm of advertisement. Cao Zhiyun, the

16、author of“the Art of Advertisement language”, says that the language of advertisement is charming, a good advertisement can refresh the spirit of people. (25) .The author of English Advertisement Translation, points that its necessary to consider the limitation of discourse and context and try to re

17、tain the structure of original form of advertisement. (86). Wu, Guojian and Yu Xiaoping, the author of On Translation of International Advertising and Its Culture Factors, strongly emphasize the importance of cultural background when doing advertisement translations. Li Kexing, the author of The Str

18、ategies of Advertisement Translation, explains that skills in advertisement are critical, because with the help of the skill, you can not only make the advertisement attractive, but also increase the customers and profits for your company. (95). He pays more attention to the strategies of the respec

19、t and good command of national psychology. He said your translation must suit the psychologies and culture of the nation. So it is very necessary for us to learn the feature of the advertisement, only in that way, can you enhance your skills of advertisement translation. (118). 2.2. SummaryAfter rea

20、ding a quantity of books and papers, I have had a deep learning and known more characteristics about the translations between Chinese and English advertisements. Many specialists have contributed some papers and researches on the characteristics of Chinese and English advertisements, and have putted

21、 forward some strategies on avoiding the shortcomings between Chinese and English advertisements translation. But I still humbly think that there is still some room to find more detailed strategies when doing translations between Chinese and English advertisement. This paper goes further to deal wit

22、h the application of lexical and grammatical characteristics in both Chinese and English advertisements. On the basis of having a good understanding of them, we will have enough knowledge and concepts to find out the problems in translation, be more alert to these problems, and whats more, to streng

23、then our skills to make the translation more perfect.Chapter III. The Language Features of Advertisement3.1. Lexical Characteristics3.1.1. Vocabulary Features Advertisement words tend to be simple and paying more and more attention to the beauty of the words. In a word, advertisement must be brief,

24、vivid, and has strong influence. (曹志耘 35). The designers of advertisements usually turn to the functions of words to attract consumers to the goods. For example:（1）my goodness, my Guinness.我的天，我的Guinness啤酒。(啤酒廣告)。（2）Born to shine. 我本閃耀?。↙G手機(jī)）。（3） 晶晶亮,透心涼.（雪碧飲料廣告）。（4） Scots whisky uncommonly smooth.蘇

25、格蘭威士忌，口感滋潤，非同凡響。No matter they are in Chinese or English, these advertisements are very classic and perfect. They can attract people immediately as soon as they see them. Take the (2) as an example; at that time, the shine is the only one who owns a pure stainless steel metal shell in the mobile pho

26、ne market. Through the ad, the shinny appearance makes it distinguished to attract more consumers to purchase, on the other hand, it seems like that who owns the LG mobile phone, who will has a shiny and fashionable life.3.1.2. Frequent Use of Comparative Adjectives and Superlative Adjectives Someti

27、mes we can take the measure of literal translation to make expressions concise. For example:(1) Minolta finest to put you finest!第一流的美能達(dá)，第一流的你!(美能達(dá)攝影器材廣告)。 (2) Let's make things better.讓我們做的更好！(飛利浦廣告語)。In the example (1), we learn that Minolta product is the best and finest, the finest feature s

28、uits the finest owner. It not only demonstrates the perfect quality, but also makes consumers feel that they are the best if they own a Minolta. Correspondingly, it will increase the volume of sale. In the example (2), Thought the sentence is very plain, not splendid, it feels so real, humble, natur

29、al and believable. This is because the Philips products consistently have good quality in the consumers' mind, and the Philips have formed a highly image trusted by slogans to be convincing.3.1.3. Innovative Way of Spelling to Attract ConsumersThe most important is that ad should be always creat

30、ive in language.（朱劍飛 89）. Ads will absolutely leave deep impression on consumers if they can keep this feature. For example:(1) Give me a Timex-to all, and to all a good time.擁有一塊天美時(shí)表,擁有一段美好時(shí)光。 (2) I Chocolate You！ 愛你就像愛巧克力?。↙G手機(jī)）。In example (1), Timex is composed by Time and Excellent. It means tha

31、t the time of the clock is very accurate. The ad will absolutely attract buyers.In the example (2), it is a very classical ad of LG mobile phone. Chocolate is a noun, but here, the ad regards it a as a verb to use. Actually, in the ad, the chocolate stands for the color of the LG mobile phone. In ou

32、r mind, chocolate means being romantic, warm and comfortable.It also has some connections with love, when consumers see the ad, I love you will appear into their mind, so as to arouse the desire of consumers to buy one.3.1.4. Being Targeted at Different ConsumersThe aim of advertisement is to make c

33、onsumers know more about the product. So, the designers use vivid language on the basis of products features. For example, Tide's in. Dirt's out. (汰漬放進(jìn)去,污垢洗出來汰漬洗衣粉)。The advertisement is targeted at certain group of consumers. It fully exposes the characteristics of the products. When you use

34、 the Tide to wash your clothes, it becomes so easy, because you just need to put it in, which saves much time. It indubitably makes consumers remember the product inadvertently. 3.2. Syntactic Characteristics 3.2.1. Concision in styleSimple sentence pattern is good to memorize. Being concise in styl

35、e is the basic feature of advertisement. The biggest advantage is that it can enable consumers to remember an ad and then associate it with the products easily. Besides, one more word in the text means one or more dollars for the company. Thus, ad composers are often required to keep the feature all

36、 the time. In some cases, companies will apply well familiar words or the most popular phrases to make advertisement texts more acceptable for people. Let's enjoy the following ads: (1) A world of comfort. (航空公司廣告)。 (2) A world of artScotch Whiskey. (威士忌酒廣告)。3.2.2. Imperative SentenceIn general,

37、 declarative sentences are used in advertising language. However, in order to deepen the impression of readers, the designers use some interrogative and imperative sentences, for example:(1）Just do it. (耐克廣告)。(2) Buy one pair. Get one free. (買一送一)。(3) Catch that Pepsi spirit. Drink it in. (百事可樂) 。(4

38、)Come to where the flavor is, come to Marlboro country. (萬寶路香煙)In order to impress and reduce the cost of advertisement, imperative sentence becomes a good choice. These familiar advertisements thought it is simple, they have a strong appeal. These advertisement words are popular and colloquial. It

39、not only shows the extraordinary momentum, it makes the features of the product clearly to earn the consumers attention and arouse the consumers impulses to purchase. Like the example (2), the imperative words are full of temptation. 3.3. Rhetoric Devices In advertisement language, it is easy for us

40、 to see figurative speech here and there. Almost all figurative devices are frequently applied in advertisement. Rhetoric device increases the fascination and attraction of an advertisement. It mainly includes pun, personification, rhyme, parody and so on.（徐敏 7）. The proper use of such rhetorical de

41、vices will help advertisements to realize commercial purposes through artistic forms.3.3.1. Pun Pun is the most common method used to translate advertisements. It is to make some certain sentences contain double meanings of extension and intension by using the pronunciation and meaning of a word. It

42、 is an amusing application of a word or phrase that has double meanings which will attract consumers' attention as well as keep the translation principle of conciseness. However, it is not easy to leave a deep impression on consumers. Except for its meaning, the words usually closely relate to t

43、he features of a certain brand or product. This coincidence wont take place regularly. There are still many words which sound or look alike. For example:（1）Coca cola refreshes you like no other can. 沒有什么能像可口可樂那樣令您神清氣爽。（2）Ask for more. (香煙廣告)。（3）Spoil yourself and not your figure. (冰淇淋廣告)。（4）百衣百順.（蒸汽

44、熨頭廣告）。These example are very good ones in using the rhetoric devices of pun, which means a word stands for two meanings, it not only makes the customers to remember the product, but also have a deep impression of the advertisement. Take the (1) as an example, the word “can”, when it is used as a nou

45、n, it means a bottle of Coca cola. When it is used as a verb, it means Coca cola refreshes you like no other can. This ad is full of fun and wit, and makes consumers to remember the product with the ad for a long time.3.3.2. RhymeThe use of rhyme can make an advertisement rich in rhythm. It makes th

46、e audience joyful when hearing the pleasing sound. English advertising has alliteration, half and end rhyme. Example 1: Feel good, fast food. (快餐廣告)。 Example 2: Hi-fi, Hi-fun, Hi-fashion, only for SONY.(高度保真，高級(jí)趣味，高尚名流，來自索尼)。 Hi-fi means fine quality. Hi-fun is high-fun. Hi-fashion is high-fashion. T

47、hree compound nouns leave person a strong metrical sense in pronunciation and form. Chapter IV. The Problems in Advertisement TranslationAdvertisement is a special carrier of language form. It has a close relationship with the language culture. Different nations have different culture backgrounds, p

48、olitical views, religious beliefs, national psychologies, traditional habits and so on. In some degree， advertisement embodies some sorts of aesthetics. We should be careful when doing advertisement translation. Now the author would like to discuss some problems in advertisement translation.4.1. No

49、Consideration of Cultural Difference and Consumption PsychologyIn a great number of cases, advertising language is closely associated with culture. Breaking away from it, language makes no sense in advertising. Therefore, the application of a language is restricted by cultural phenomena. Inevitably，

50、advertisements are marked by different cultures. For instance, “杜康” is quite a well-known wine brand in China. Seeing this name, most Chinese people will spontaneously associate it with the man Du Kang who invented wine. His name is the symbol of Chinese wine culture and carries great cultural infor

51、mation to Chinese people. However, if we put the wine with Chinese phonetic writing “Du Kang” on shelves of American supermarkets, it means nothing to most American people but a name of a strange man far away in Eastern Asia. However, those who have read Greek mythology must know that among those go

52、ds on Olympus there was a god of wine called Bacchus. This name conveys similar cultural information in western countries as Du Kang does in China. Therefore, the English translation“Du KangChinese Bacchus” will be much more acceptable and easier recognized by people in English-speaking countries.Be

53、sides, we know that Chinese people advocate collectivism, while people in English-speaking countries or western countries advocate individualism. Chinese people often follow the likes and dislikes of the vast majority. Consequently，this cultural difference is naturally reflected in their consumption

54、 psychology. That is why phrases like “老少皆宜、我們都喜歡” are so popular in China. However, in English-speaking countries, individual feeling about certain product, not the majoritys, is what people really care. Those common characteristics of advertisements in different languages make the translation poss

55、ible, while their differences make it flexible and hard. A translators main task is to make the target audience perfectly understand what the advertisement means so that they may take interest in its information and accept what is advertised and be convinced to take certain action as the advertiser intends. Therefore, certain translation strategies should be taken to achieve the special purpose of advertisements and develop the special persuasive function at its best.Another example, several years ago, there