a study on commercial advertisement translation英语专业论文本科学位论文.docx
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a study on commercial advertisement translation英语专业论文本科学位论文.docx
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astudyoncommercialadvertisementtranslation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:
AStudyonCommercial
AdvertisementTranslation
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:
2009-11-10
2009年11月10日
目录
毕业设计任务书…………………………………………………1
毕业设计成绩评定表……………………………………………2
答辩申请书……………………………………………………3-4
正文……………………………………………………………5-21
答辩委员会表决意见……………………………………………22
答辩过程记录表…………………………………………………23
课题AStudy onCommercialAdvertisementTranslation
一、课题(论文)提纲
0.引言
1.研究商业广告翻译的目的和意义
2.介绍文化和文化差异
2.1文化的定义
2.2文化的特征
2.3在广告翻译中的文化差异
3.广告中包含的一些的因素
3.1简单介绍广告
3.2广告文化和广告翻译
4.研究适用于商业广告的翻译策略
5.基于目的论浅谈商业广告翻译策略
5.1直译
5.2意译
6.总结
二、内容摘要
随着信息技术的不断发展,越来越多的广告出现在人们的生活中。
广告已经在我们的日常生活中发挥着很重要的作用,广告业已成为许多商家盈利的重要手段之一,因为广告不仅仅可以传达信息,更重要的是它可以吸引消费者。
在经济全球化的今天,为了开辟国际市场,不少商家需要在国外对产品做大量地宣传,因此,广告翻译也日益凸现出它的重要性。
然而,在当今社会,尤其是中国,不尽如人意的翻译不时在媒体当中出现,这不仅影响商家盈利,损害
企业形象,而且也阻碍各个国家之间的经济以及文化交流。
不同的地域有着不同的文化,甚至存在文化冲突,而这些差异都影响着广告的翻译。
因此,从事翻译的人们有必要对广告翻译的理论作进一步了解,同时把文化差异考虑在内,找到一个可以用来指导实践的理论。
围绕这一主题,本文主要探讨了目的论对广告翻译的指导意义以及几种翻译策略。
三、参考文献
[1]Burnett.EdwaredTylor.PrimitiveCulture.London:
JohnMurray.1871
[2]Leiss,W,S.Kline&S.Jhally.Socialcommunicationinadvertising:
persons,products,andimagesofwell-being.NewYork:
Methuen,1986.
[3]丁衡祁.翻译广告文字的立体思维[J].中国翻译,2004
(1):
75-38.
四、指导教师意见
指导教师(签名)
年月日
五、答辩资格审查小组意见
答辩资格审查小组组长(签字)
年月日
注:
学生凭此申请书和设计(论文)全文参加答辩
湖南信息职业技术学院教务处制
AStudyonCommercialAdvertisementTranslation
00000000
Abstract:
Withtherapiddevelopmentofinformationandtechnology,moreandmoreadvertisingappearinpeople’slife.Itseemsthatplayinganimportantroleinourdailylife.Nowadays,advertisementusedasoneofimportantmethodtomakemoneyformanymanufacturers,becauseitnotonlycansendinformation,mostimportantly,itcanattractconsumers.Especiallywithglobalizationaccelerating,somemanufacturershavetomakealotofpromotionsfortheirproductsinforeignmarketsinordertooperatinginternationally.Soadvertisementtranslationisincreasing.However,inthissociety,particularlyinChina,unsatisfyingtranslationisappearinginmediaeverandagain,whichnotonlyaffectmanufacturer’sprofits,butalsoimpairsthepublicimageoftheirenterprises.Moreover,peopleindifferentcountryhavedifferentcultural,whichcausetheirimpactonadvertisingtranslation.Hence,thosedevotedtotranslationshouldtakeculturaldifferenceintoconsideration,andshouldunderstandthetheoryofthetranslationadvertisingdeeplyatthesametime.Accordingthissubject,thisthesisexploredthesignificanceofadvertisingtranslationandseveraltranslationstrategies.
Keywords:
Advertisementtranslation;Culturaldifference;Skopostheorie;Translationstrategies
0.Introduction
Withtherapiddevelopmentoftheworldeconomy,moreandmoreinternationalexchangesareinvolvedinmanyfields,especiallycommerce.Advertising,andasoneofimportantmeanstopromoteproducts,deliversalesmessages,andbuildagoodimageforacompany.Itisnodoubtedthatbecomeoneofthemarketingstrategiestoassurethesuccess,anditalsoplayinganincreasinglysignificanceroleininternationalbusinesstoday.WithChinaenteredWTOin2001.AdvertisinghasbecomeanimportanttoolforChineseenterprisestopromotetheirproductsandresearchmarkets.However,Peopleindifferentcountrieshavedifferentlanguagesandcultures.Inaddition,sometranslatorsadoptinappropriatetranslationstrategiesontheadvertisement,soitisnecessaryforustostudythecommercialadvertisement.
1.PurposeandSignificanceoftheStudy
Advertisingisbecomeanimportantpartofourlifeparticularlythecommerceadvertisement.Inthemodernsociety,somemanufacturerspaygreatattentiononadvertisementtranslationinordertomakemoney.So,studiesonadvertisementareincreasing.
However,translationofadvertisingEnglishisnotaeasyjob,becauseinternationaladvertisinginvolvesalotoffactorssuchasvarioustraditions,educationbackgrounds,lifestyles,religions,etc.Thetranslator,therefore,hastofacevariousdifficultiescausedbydifferentculturesandlanguages.Inordertotranslateagoodadvertisement,Translatorsshouldnotsimplyapplythetraditionaltranslationtheoriestoadvertisingtranslation.Asweallknow,agoodtranslatedadvertisementcanattractcustomerstobuytheirproducts.Intodayglobalcompetitivemarket,distinctiveadvertisingisneededstandout.Butifwelackingagoodinternationaladvertisingtranslation,manyChina’sproductsofhighqualitycannotgetaccesstotheinternationalmarketbecauseoftheerrorsinthetranslationsofadvertisement.Soagoodtranslatorshouldnotsticktotraditionalviewssuchas“naturalequivalence”.Theyshouldtranslateanadvertisementwithcreations.
Itisduetothesereasonsthatthispaperiswritten.Thisthesisismainlyanalysistheculturaldifferencesandlanguages,meanwhileitalsodiscussthefeasibilityoftheSkopostheorieinthefieldofadvertisementtranslation,butWhatevertranslatorschoosewhichtranslationstrategiesinadvertisementtranslationaslongastheycanproduceatargettextthatcanbeattractedcustomerstobuytheproducts,andmeanwhile,italsocanmakeprofitsforadvertisersandmanufacturers,thatissuccess.
2.IntroductionofCulturalandCulturalDifferences
Everyculturehasitsownworldviews,ideasabouthumannature,thewayofthinking,feelandsoon.Inmodernsociety,differentpeoplehavetheirownwaystocommunicate.Thewaytheycommunicateisthewaytheylivecharacterizedbytheirculture.Atthesametime,cultureislearned,preserved,transmittedandpasseddownfromgenerationtogenerationthroughcommunication.Somebasicknowledgeaboutcultureandculturaldifferencesaretwomainissuesinthischapter.
2.1DefinitionofCulture
InanthropologistTylorgavethedefinitionofcultureinthenineteenth-century.Hethinkscultureisverycomplexwhichincludesknowledge,belief,art,morals,law,customs,andanyothercapabilitiesandhabitsacquiredbymanasamemberofsociety(Burnett1871:
1).Thisdefinitionpointstothepervasivenessofcultureinsociallife,emphasizingthatcultureisaproductofhumanslivingtogetherandthatitislearned.
2.2FeaturesofCulture
Sincethedefinitionofculturehasmadeitcleartous,itisnecessarytogetsomeideasofsomefeaturesasawayofstudyingculturaldifferenceandtranslation.Maybewecanunderstandthefeaturesofcultureasfollows:
Firstly,cultureisoneofthemainindicationsthatdistinguishhumanbeingsfromanimals.Humanbeingsthroughculturestransmitorspreadtheirexperience,knowledge,beliefs,etc.Butanimalscan’tdothis.
Secondly,mostpartofcultureisunconscious.Humanbeingsdonotrealizethattheiractionsaregovernedbyculture.Onthecontrary,theytakeitasnaturalasbreath.Andtheytakemanyaspectsoftheircultureforgranted,especiallytheyfaceddifferentcultures.
Thirdly,cultureistheguideofhumanbeingsaction.Thatis,ouractionsareregulatedbyculture.
Finally,cultureisdynamicalthoughitisstableonceithasformedandthemoretempestuouslythesocietychanges,thefasterculturechanges.
2.3CultureDifferencesinAdvertising
Asthesayinggoes,everycoinhastwosides,sodoculture.Differentcountrieshavedifferentcultural,hencetheculturaldifferencecausestheculturalobstruction.Languageisthecarrierofcultureinformation,whichcanbreakthroughthelimitsoftimeandspacetocarrythemultipliedconnotationsofcultureinformation.However,advertisingistheproductofculture,whichshowsthecloserelationshipbetweenlanguageandculture,asacomprehensiveartwithcommercialidentity,persuadespeoplesforacertainpublicitygoal.Asweallknow,advertisingtranslationisacross-culturalcommunication,whichdeterminesthatitisnotaseasyasword-to-wordexchange.Itmustwinthereceptorsacceptanceontheculturalconnotationreflectedintheadvertisementsguide.Differencesinnationalpsychologyandattitudescancauseadvertisementstomisfirewhentransferredfromonecountrytoanother,evenwithoutcrossingalanguagebarrier.Soagoodadvertisershouldknowhowtodoitappropriately.Differentcultureeffectstheadvertisementstranslation.Soagoodtranslatorshouldtakeculturaldifferencesintoconsiderationwhentranslatingtheadvertisements.Iftheycandothis,Ibelievethetranslatorscantranslateagoodadvertisement.
3.TheDimensionsofAdvertising
3.1AbriefIntroductiontoAdvertising
Beforeweelaborateonadvertisementtranslation,itisnecessaryforustohaveabasicunderstandingofadvertising.Soabriefintroductionwilltalkinthefollowingparagraphs.
Advertisingiseverywhere,wealllivingacommercialsociety.Differentpeoplehavedifferentopinionsonadvertising.Somepeopleenjoyadvertisements,evensomeofthemconsideringadvertisingasapartoftheentertainmenttoshowbusiness.Moreandmorepeopleareinfluencedbyadvertisementsintheirdailylifeandpersuadedthemtobuysomethingtheyneedormaynotneedatall.Whenyouarewalkingontheroadlookingforashoptodrink,theslogan“Sprite,Obeyyourthirst”(雪碧-服从你的渴望)mayarouseinyoureyes,consideringtheseplaceisconvenienceforyou,youareverygladtodrinkhere.Itisclearlythatadvertisinginfluenceourdailylife.
Generallyspeaking,advertisingcanbecategorizedintotwotypes:
commercialadvertisementandnon-commercialadvertisement.Theformeroneisprofit-orientedwhilethelatterisusuallyreferredtoasnon-profitpublicserviceadvertisement.Thisthesisismainlytalkaboutthecommercialadve
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