論廣告英語中的比喻性修辭及翻譯開題報告_圖文

1、外國語學院本科生畢業(yè)論文論文題目：The Application and Translation of Figurative Language in English Advertisement 作 者： 李 莎 專業(yè)班級： 英語201204班 指導教師： 方 芳 學 號： 201213140410 2016年5月3日鄭重聲明本人的畢業(yè)論文（設(shè)計）是在指導教師 方芳 的指導下獨立撰寫完成的。畢業(yè)論文（設(shè)計）沒有剽竊、抄襲、造假等違反學術(shù)道德、學術(shù)規(guī)范的侵權(quán)行為，本人愿意承擔由此產(chǎn)生的各種后果，甚至法律責任；并可以通過網(wǎng)絡(luò)接受公眾的質(zhì)疑。特此鄭重聲明。 畢業(yè)論文 2016年 5月 11 日 Abs

2、tract In order to give customers a deep impression and arouse the customers desire to buy , merchants often use a variety of figurative languages to depict their goods, so as to achieve the most direct economic function-to promote sales. The common figurative languages are simile; metaphor; personif

3、ication; hyperbole and so on. The application of various figurative languages in English advertisement gives the advertisement vivid, novel and unique characteristics, which can attract the attention of customers more. With the development of the advertising industry and the improvement of the world

4、 market, the role of English advertisement has become increasingly prominent, and the translation quality of the English advertisement directly affect the transmission of advertising information. Therefore, translators must effectively adopt some feasible translation strategies to reappear the figur

5、ative languages in the target language when they translate English advertisement, and make these figurative languages obtain the functional equivalence of the language style and the expressive effect to the original language. This paper focuses on the usage of many figurative languages in English ad

6、vertisement and the translation methods of these rhetorical devices. Besides, when we translate English advertisement, the cultural differences between English and Chinese should be considered . Key words: English advertisement; figurative language; translation; cultural difference. 摘 要商家為了給消費者留下深刻的

7、印象，取得消費者對其產(chǎn)品的購買欲，在英語廣告語中往往采用各種比喻性語言來描繪其商品，以達到推銷的目的。常見的比喻性修辭手法有明喻；暗喻；擬人；夸張等等。各種比喻性修辭在英語廣告中的應(yīng)用賦予廣告形象生動，新穎別致等特點，能夠更加吸引消費者的注意。隨著廣告業(yè)的發(fā)展，世界市場的不斷完善，英語廣告的作用日益凸顯，英語廣告及其翻譯質(zhì)量的好壞，直接影響信息傳播的成功與否。在翻譯英語廣告過程中，譯者必須使用恰當?shù)姆椒ǎ尡扔餍孕揶o手法在目的語中再現(xiàn)，并與其在原文的語言風格和表達效果上功能對等。本文著重探討英語廣告中常用的比喻性修辭格，以及英語廣告中這些比喻性修辭手法的翻譯方法。此外，翻譯時還要考慮英漢文化差

8、異。關(guān)鍵詞：英語廣告；比喻性修辭；翻譯；功能對等。ContentsIntroduction1. The Definition and Function of Figurative Language in English Advertisement31.1 The definition of figurative language31.2 The function of figurative language in English advertisement3. The Application of Figurative Language in English Advertisement42.1

9、 Simile42.2 Metaphor52.3 Personification52.4 Hyperbole5. Barriers to Translating Figurative Language in English Advertisement63.1 Differences of culture73.2 Associative differences73.3 Differences of religious belief8. The Translating Method of the Figurative Language in English Advertisement.94.1 L

10、iteral translation94.2 Free translation104.3 Borrowing translation114.4 Flexible translation11Conclusion13Bibliography15i黃岡師范學院本科畢業(yè)論文 Introduction With the policy of reform and opening up and the join in WTO, China has made rapid advance in economy, which has attracted more and more foreign investme

11、nt in China. Foreign products, together with their advertisement, join the drastic competition in home market. And meanwhile, there are so many opportunities for Chinas commodities, services and ideas going into international market as well. Advertisement, as the most effective way to advertise the

12、products and images of enterprises in order to interest customers, is playing a important role in Chinas global economic ambition.American Marketing Association defines “Advertising being the non-personal communication of information usually paid for and usually persuasive in nature about products,

13、services or ideas by identified sponsors through the various media. ” . Advertisement means publicizing widely, it is a very important way to transmit information , and it is not only a skill to persuade customer to purchase, but also constantly become a means of social communication. With the gradu

14、al progress of the global economic integration, all walks of life make use of the unique charm of advertisement to propagandize, generalize, promote their products, to motivate customers interesting, and to arouse customers desire to buy. Advertisement has played an increasingly important role in ou

15、r daily life.The aim of advertisement is to “draw the attention of the audience by means of a short message and to persuade them to buy the products”(ODonnell, etal. 1980). On one hand, as one of the marketing tools, advertisement is employed by merchant to transmit its sales intent and consumption

16、concept to customers. On the other hand, advertisement may help the merchant to know about the competitors products, thus making companies to , as the Chinese idiom goes, “know themselves and their enemies, and then fight a hundred battles without defeat. ”Nowadays, English advertisement is all-perv

17、asive, it has various communication media, such as newspaper, magazine, internet, television, broadcast. English advertisement has a direct purpose to persuade customers to buy, and this kind of purpose decide the linguistic features of English advertisement. As the frequent contact among countries

18、and the continual deepening of economic globalization, the international cooperation is also further strengthened. In order to meet the international marketing needs, Advertising English promotes new things and information. it is also a very hot major.As we know, the purpose of making advertisement

19、is to attract consumers and arouse their desire to buy. If advertising designers want to achieve this goal, they should focus on the usage of advertising language. Advertising English is an objective language of communication of information about products , services and ideas which is created by an

20、identified sponsor through so many media in an effort to influence peoples behavior. Advertising English is a kind of special application language, it is separated from Common English gradually because of its special usage, and developed into a non-standardized and special-purpose language. there ar

21、e so many wording and sentence-making differences between Advertising English and Common English. The extensive use of Figurative language is one of the characteristics of the Advertising English. Advertising English constantly change with the development of advertisement, the progress of the times,

22、 the advancement of science and technology and society. Besides, China is a country with a large population, the foreign countries deem China to be the largest consuming market. All kinds of foreign products and ideas flowed into China, and various English advertisements appear in China as well. So

23、how to make a successful advertisement and how to translate an English advertisement into Chinese perfectly have become a hot issue in nowadays. The translation of the figurative languages in English advertisement is still a field to be explored and researched because of its theoretical, practical a

24、nd economic significance. The translation principles and methods of the figurative languages in English advertisement contribute to the development of translation theories. An appropriate translation makes the consumers understand the information of the advertisement, and stimulate their desire to b

25、uy . Successfully written and translated advertisement will bring more benefits to the growth of Chinas economy, and make Chinese consumers know foreign products, and spend money at a healthy level. . The Definition and Function of Figurative Language in English Advertisement Advertising designers w

26、idely use figurative language to enhance the attraction of advertisement. Understanding the definition and function of figurative language is good for us to write a successful advertisement. 1.1 The definition of figurative language Figurative use of language is the use of words or phrases that “ im

27、plies a non-literal meaning which does make sense or that could also be true”. Figurative language is language that uses words or expressions with a meaning that is different from the literal interpretation. When a writer uses figurative language, he or she is simply stating the facts as they are. F

28、igurative language, in comparison, uses exaggerations or alterations to make a particular linguistic point. Figurative language can also be defined as any deliberately departure from the conventional meaning, order, or construction of words. Figurative language is language in which figures of speech

29、 ( such as simile and metaphor ）freely occur. Contrast with literal speech. “ If something happens literally”, says children s book author Lemony Snicket, “it actually happens; if something happens figuratively, it feels like it is happening. If you are literally jumping for joy, for example, it mea

30、ns you are leaping in the air because you are very happy. If you are figuratively jumping for joy, it means you are so happy that you could jump for joy, but are saving your energy for other matters” ( The Bad Beginning, 2000 ). In English advertisement, there are many different types of figurative

31、language. It often includes the use of a specific type of word: simile; metaphor; personification; hyperbole. ect.1.2 The function of figurative language in English advertisement Figurative rhetoric is embellishing word, phrase, sentence. and uses all kinds of means of expression to make the languag

32、e expression more exact, vivid and powerful. Figurative language plays a significant role in writing a successful advertisement. Figurative language is an art of using language effectively. It has aroused general attention for a long time. According to the specially social function of advertisement,

33、 English advertisement usually use all kinds of figurative languages to enhance the artistry and infection of language. Advertisement and our daily life are closely bound up. Advertisement is a manner to spread information, and advertisement want to catch customers eyes, so the advertising language

34、must have a special attraction. Advertising language is be long to the loaded language, and it has strong persuasive power. Because of the characteristics of advertising language, the figurative rhetoric being used in advertising language is necessary. The frequent and wide usage of figurative langu

35、age is an important characteristic of English advertisement, that is an effective way to make the advertisement attractive. The figurative language is an example of the figurative use of words, which produces a particularly rhetorical effect when people use the language in a specific context. The us

36、e of figurative language in advertisements aims at evoking and persuading consumers to buy their products. And their proper use can make an advertisement sweet to the ear, and enjoyable to both the eye and the mind. In English advertisement, all kinds of figurative languages are used to enhance the

37、artistic charm, trigger customers thought, and motivate customers desire to buy. . The Application of Figurative Language in English Advertisement. In order to catch consumers eyes, advertising designers often use the figurative rhetoric when they write an English advertisement. The application of f

38、igurative language not only enhance the expressive effect of English advertisement but also draw peoples attention easily.2.1 Simile Simile is a comparison between obviously different things and the comparison is indicated by the words as or like. The comparison is merely imaginative. In English adv

39、ertisement, the figure is used very often, and it is lively and vivid. Example: A: Featherwater, light as a feather. ( Glasses )In this English advertisement, Featherwater is a brand of glasses. The word “ as” tells us that this advertisement is a simile, the advertisement compare the weight of glas

40、ses as light as feather. Such a piece of glasses advertisement touch the consumer by characteristic of weight of the glasses, it is extremely vivid, and easily draw consumers attention. B. Today, Sakura Bank is like a thriving sakura. ( Bank )This is an English advertisement about Sakura Bank in Jap

41、anese, which aims at telling us the thriving development of the Sakura Bank as the blooming sakura. 2.2 Metaphor Metaphor, one of the important figures of speech, it uses words to express something distinct from their literal meaning, namely, one thing is described in terms of another in order to su

42、ggest resemblance or analogy between them. A metaphor in advertisement can give the target audience sensuous pleasure and aesthetic feeling. Example: A. The world is open for business, the card is key. ( Credit Card )This English advertisement compares the credit card to a key to open the world that

43、 expresses the merchants purpose to promote the sale of their cards to the whole world. It could paint a picture for the readers, thus inspiring peoples desire to purchase. B. Wash the big city out of hair.( Shampoo ) This is an English advertisement about liquid shampoo in which comparison are only

44、 implied. “ The big city” are clearly a metaphor for “ the dirt of the hair “. This usage can not only amaze consumers but also deeply impress them. 2.3 PersonificationPersonification is to treat a thing or an idea as if it were human or had human qualities. Personification is usually used in printe

45、d advertisements to achieve the effect of vitality and vividness. Any words expressing human beings can be employed to characterize products. It is obvious that a stiff advertisement impresses readers less than a dynamic one. Example: A. Unlike me, my Rolex never needs a rest. ( Rolex )In this Rolex

46、 English advertisement, a watch is personified that it can rest like a human being, but “ never need a rest ” strongly suggest its endurance and longevity, which finally leads to the final goal of selling products. B. She works while you rest. ( Washing Machine )In this English advertisement, a wash

47、ing machine is personified that it can work like a human being, when it is working, you can rest because it can take the place of you to wash clothes. This advertisement use the figure of speech personification to tell consumer that the usage of the washing machine can save your time, and it is very

48、 convenient. 2.4 HyperboleA hyperbole is the deliberate use of overstatement or exaggeration to obtain emphasis. The hyperbole is by right of the rich imagination, and use exaggerated language to describe many aspects of things, and it can make the language infection of English advertisement being b

49、rought into fullest play. Businessmen use the figure of speech to achieve their goods in as attractive a way as possible, so as to arouse customers to buy their products, and thereby increase sales. When they describe their products in English advertisements, it is not enough for them to say they ar

50、e simply “good”, they must be perfect, spectacular, out of this world, wonderful, fantastic, ect.Example: A. A great picture is worth a thousand drinks. We are creating a new online system where you can get free posters. and other materials. we will give you the information needed to order your free

51、 materials online.This is an English advertisement about company which sells coffee and tea. In order to market the products, this advertisement used the figure of speech of hyperbole in number. In this English advertisement, “a” and “a thousand” forms a kind of strong comparison, and expresses the

52、difference of “a new online system” exaggeratedly, which emphasize the advantages of the Web-based Ordering distinctly, and make the consumers who like shopping online feel good about “ online system”.B. Making a big world smaller.This is an English advertisement of Lufthansa German Airlines LH DLH,

53、 which use the figure of speech of hyperbole to indicate that the airplane of the Lufthansa German Airlines LH DLH can fly to each place in the world, and their planes arrive the destination as quickly as possible, and then “making a big world smaller”. The company wants to emphasize their merit in

54、large range. It gives the people profound impression and causes an association. Barriers to Translating Figurative Language in English Advertisement When translators translate the figurative language of English advertisement, they should think about the barriers between English and Chinese. If trans

55、lators translate the figurative language of English advertisement into Chinese literally and dont consider the differences between the two languages, the Chinese people can not understand or misunderstand it, and it will lose the aesthetic feeling. So translators should pay attention to the various

56、differences between English and Chinese when they translate the English advertisement.3.1 Differences of cultureAny one kind of national languages has a wealth of figurative language, which is derived from their own national culture, and also fully reflects the features of national culture. Due to t

57、he large difference between the Chinese nation and English nation, there are so many non-correspondences in the figurative language of English and Chinese. Figurative languages of these two kinds of language both have high aesthetic values, but they are deeply marked by the national culture. Because

58、 of the strong religious features, many figurative languages come from The Bible in English, such as “ as wise as Solomen”; “the apple of discord”. If translators translate some figurative languages of English to Chinese literally, the target language will lose the aesthetic perception, and Chinese people will think that it is dull and unintelligible, even they will misunderstand the mean