PRIMARY STUDY ON ADVERTISEMENT ENGLISH TRANSLATION STRATEGY 浅析广告英语翻译策略.doc

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1、、摘要 随着全球经济一体化的趋势的加快，随着科技的快速发展，世界各国企业充满机遇，也同样面临重大的挑战。企业不在满足战领本国市场，他们都在积极的进行全球市场的开拓。对于企业而言，广告是企业的战领市场的重要手段。广告正在日益影响着公众的生活,因此广告翻译也受到越来越多的专家和学者的重视。相比传统的翻译研究，广告翻译在翻译实践中参差不齐。本文选取了广告翻译的英译中作为研究对象，旨在探索广告翻译英译中翻译策略指导理论，分析翻译策略的特点和影响因素。尝试提出英译中广告翻译实践的策略和方法。本文首先对广告翻译的研究现状和相关广告学概念进行介绍，然后通过几种广告语翻译进行对比，分别从广告翻译的，直译，意译

2、，功能对等等，策略分析原文和译文的语篇特征，对其中的翻译策略进行评述，选取了16条成功的广告翻译，进行说明。 本研究表明。广告翻译在国际和国内市场中必须充分考虑英汉两种语言的语篇差异，运用正确的翻译策略，才能得到高质量的译文。同时，通过本文描述是不同的语言文化之间搭建相互理解，相互交流的桥梁。使国人了解世界，加强中外文化的交流与发展，通过发现目前广告翻译中的局限性和存在的问题，强调语篇的重要性，针对目前广告翻译在市场中存在的困难提出解决方案，希望对日后的广告翻译工作有所帮助。同时也希望大众，专家以及学者对广告翻译工作给予更多的关注与支持。关键词：广告翻译 翻译策略 语篇的重要性、Abstrac

3、t With the enhancement of the opening-up and reform policy, with the rapid development of science and technology, globalization of economy has brought us both opportunities and challenges. companies do not limit their ambitions to the domestic market, also they endeavor to expand international marke

4、t as well. Definitely, advertising is a vital tool to conquer the beachhead of the international market. Advertisement attracts more and more publics attention. And advertising translation attracts more and more translators and scholars attention. Compared with the traditional translation studies, r

5、esearch for the level of AT is seriously inadequate. The author has researched AT strategies, to explore AD theory, analysis of translation strategies and factors influencing the characteristics, with an attempt to identify the major AT practice strategies and approaches. Firstly, the current resear

6、ch of AT and related linguistic concepts are introduced, and then AT of sixteen example and their translations were compared, in terms of literal translation, free translation, functional equivalence, strategies, discourse features. The translation strategy is reviewed, the same time this thesis exp

7、lain that it take some example of AT successful.The study shows that AT in the international-market and domestic must consider the Chinese and English translation of the discourse, using the correct translation strategies in order to obtain high-quality translations. This research studies AT for bui

8、lding mutual understandings between cultures, a bridge for communication with each other, so that public can understand the world, to enhance cultural exchange and development. The study finds that the current limitations of AT and problems, emphasizing the important of discourse awareness, for the

9、current difficulties of Chinese and Western exchange as a solution. It is hoped that the work on future AT can help, and that the AT will receive more attention and support. Key words: advertising translation; translation strategy；the important of discourse awareness Table of ContentsPages1. Introdu

10、ction .1.1 Research background.1.2 Objectives of the research.1.3 Significance of the research.1.4 Organization of the paper.7778881.12. Rationale .82.1 Basic Translation Theory.2.1.1 Definitions of Translation2.1.2 Criteria for translation.2.2 Basic AD translation theory.2.2.1 Characteristics of Ch

11、inese AD and origin.2.2.2 Definitions and Characteristics of AD.2.2.3 The purpose of the AD translation 2.2.4 The principles of Advertisement translation .88999910103. Data Description .3.1. Brief introduction to the literal translation3.2. Brief introduction to the Free translation.3.3. Brief intro

12、duction to the Creative translation.3.4. Brief introduction to the Parody11111111124. Data Analysis .124.1 Literal translation4.2 Free translation 4.2.1. Creative translation. 4.2.2. Parody 12-1314-1515-1717-185. Results and Suggestions .175.1 Results .5.2 Suggestions on the use of translation strat

13、egies.1920-21206. Conclusion .24Bibliography .25Appendix.261. Introduction 1.1 Research BackgroundIn the halls of contemporary art, it is no doubts that the Advertisement has an awesome space. The AD art is a new artistic form which integrates into aesthetics, modern art, social culture, market econ

14、omy, advertising principle and other elements by virtue of modern technique. Modern AD has been exist in the world for only one hundred years but it rapidly spread the artistic circle and sweeps the world within such a short time-only over one century. Now it has become one of the most popular comme

15、rcial arts over the world. AD made by one country needs to be recommended to other countries or even the whole world. At this time translation becomes a necessity. Therefore it is more and more important to clear up language obstacles in the journey of AD the world.1.2 Objectives of the ResearchIn a

16、 sense, because of the diversity and complexity of the AD translation, it is quite difficult due to the language and advertising products differences between Chinese and English. However the requirements for AD translation not can be lowered due the above reason. No matter how difficult the task wou

17、ld be, the translator should accomplish the task by making the utmost efforts. This requires us to introduce the foreign AD made in a certain period to all the target audience by using succinct, impressive, popular, colloquial and individual language. One the hand, the audience can comprehensively u

18、nderstand the foreign AD products. On the other hand, they can feel the AD in the same way as they are the native people.1.3 Significance of the research AD is a commercial art. It not only reflects the information, cultural, aesthetic and commercial value in different countries but also integrates

19、multiple commercial methods which can information（提供信息）, persuasion（争取顾客）, maintenance of demand（保持需求）, creating mass markets（扩大市场）-（摘自文体与翻译）. Nowadays AD often appear in peoples daily interactions and variety of media. Along with the increasing of Chinese and foreign commercial communication, it is

20、 not only useful and indispensable for the promotion of Chinese national economy and marketing communication to appropriately translate English into Chinese but also significant for the pushing of Chinas AD industry to the world and strengthening the Chinese and western economy and artistic exchange

21、.1.4 organization of the PaperThe research is divided into six parts: the first part is the introduction which describes the background, objectives, significance and structure of the paper. The second part introduces the basic principles of literature review and its relevant concepts or theories. Th

22、e third part is a description of the content of the research, including the relativity between the language resources and the research objectives as well as the origin of the language resources. The fourth part of the thesis is the analysis of the content and language resources. The fifth part is th

23、e conclusion and the suggestions for the future of AD translation. The last part is the sub-conclusions and references 2. Rationale2.1 Basic Translation Theory2.1.1 Definitions of translationTranslation is a language interchange work. Language is generated as a result of society. With the social dev

24、elopment, several thousands of human languages come into being. Due to the use of different languages, different cultures, the expression of the same things in different ways, people with different languages not can communicate or communicate directly. It is translation, converting one language into

25、 another, that make people who have language barrier communicate and understand each other. The concept of translation is very broad. From the perspective of the language, people usually defined translation as a kind of activity in which people can use one language to correctly and completely expres

26、s the thought of another language again. Translation is the conversion between the two languages.2.1.2 Criteria for translation Because translation plays an important role in human social activities, the translator must have a standard to measure the merits of the target language or translation. The

27、 current generally-accepted translation standard is loyalty and fluency. Loyalty means faithful to the original text. The translator must express the original thought accurately and completely and not can arbitrarily add or delete or change meaning. And the translator must respect the authors though

28、ts. Opinions, standing points and personal feelings reflected in the process of stating, enumerating and describing. The translator should preserve the original charm of the text but not freely distort it according to personal likes and dislikes. Fluent translation refers to the language must confor

29、m to the standard and must be easy to be understood.2.2 Basic AD translation Theory2.2.1 Characteristics of Chinese AD and originEveryone live in a world of advertisement. There are all kinds of product or service information from various media including internet, television, Newspapers, magazines,

30、radio and posters etc. the Advertisement is indispensable to the modern world. Such as, lots of foreign products pour into Chinese market and the home-made products to compete. The same time, we need improve our export trade, and focusing on increasing our markets overseas. AD translation is one com

31、ponent of the AD. The study of AD translation cannot be separated from the historical of ADs review and present inspect of production of translating of AD. English AD was introduction and translation which has given unmatched attention in China. Advertising history was in the process of founding new

32、 China or after the establishment of the Peoples Republic of China. First is after 1956. the government began to implement planned economy in our country. This economy was turn commodity exchange process into distribution process. The economy among enterprises is plans to replace the market. Role of

33、 advertising was cancelled at that time. After that is prior to 1979, for a long time, the advertising industry development slow reason is advertising as a product of capitalism in that time. After 1979, China began to carry out the socialist market economy. This same time, commodity exchange is rap

34、id development. Enterprises Transformation and competitive mechanism should to promote the development of the advertising. China advertising industry has become the rapid development of industry in the 21 century. 2.2.2 Definitions and Characteristics of AD English word “Advertisement” are derivativ

35、es of Latin word advertere. It is the public pay attention to something. As a means of it induces people to buy. Advertisement is defined as follows: Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by id

36、entified sponsors through the various media.(摘自 广告英语). Advertisement defines mean is provides a valuable service to society and its members. the same time the role of products services and institutions for consumers. The consumer what is told a specific product, brand or service should do when Adver

37、tisement is used and thus help the public to understand and evaluate experience with the products and services that the people to uses. On another aspect, Advertisement can promote sales and profits, and by making public aware of products, service and ideas. Finally, Advertisement is one of the majo

38、r economic forces that are helping improve the standard of living and economic to the people around the world. 2.2.3 the purpose of the AD translationAdvertisement translation of English-Chinese is a commercial activity with preset purpose. Advertising is calculated to attract the attention of consu

39、mer. Such the consumer can take purchasing action. This mean, Advertisement is sold thing. Understanding this can make the purpose of advertising translation obvious that is to realize the action of buy and information transmission function of the advertisement. Other points of view, the content of

40、the foreign Advertising produced in a certain period will be transmitted into consumers from China and make them understand for cross-cultural information within a certain range. In the get information and demand creation, the target consumers can get equivalent felling as the native viewer.2.2.4 th

41、e principles of Advertisement translation “Functionalist translation theory” express that advertisement translation, essentially an in intentional cross-cultural communication, Functionalist translation theory also is called Skopos theory by Vermeer, should take the functions the target text is to a

42、chieve in the target culture as the primary reference. The thesis proposes that the fulfillment of the intended functions of the target text should be the guiding principle in the translation of advertisements. The translation should base on an analysis of the stylistic feature, target culture and a

43、udiences response. “skopos theory” and based on the different characteristics of ads by guided. The principle of advertisement translation is explored.Translators should adhere to the six basic principles when translating Chinese ads. Exact and natural, succinct and vivid, easy to read and remember.

44、 “Exact” is life of advertisement translation. So translated texts should pass on the original slogan precisely, or it will mislead the target consumers.1. “Natural” will not have too much strange feeling to readers. That is to say the original slogan through using smooth expressions which the targe

45、t consumers can accept.2. “Succinct” are translators can leave out some parts which are non-informative ones and go against the expressing way of target language. As transmit most information with least and tersest words. 3. “Vivid” in order to make the target slogan imaginable, vivid. The translators should use all kinds of rhetor