接受美学视角下的英语广告翻译.docx
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接受美学视角下的英语广告翻译.docx
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接受美学视角下的英语广告翻译
本科毕业论文
接受美学视角下的英语广告翻译
学院外语学院
专业英语
方向经贸
班级2009级8班
学号0908101B874
姓名伍思蓓
指导教师王洪渊
二○一四年四月
TranslatingTechniquesofEnglishAdvertisementsfromthePerspectiveofReceptionAesthetic
Supervisor:
WangHongyuan
Author:
WuSibei
AThesisSubmittedin
PartialFulfillmentoftheRequirementsfortheDegreeof
B.A.inEnglish
SchoolofForeignLanguages
SichuanUniversityofScience&Engineering
Zigong,Sichuan,China
April,2014
Acknowledgements
Thisthesiscouldnothavebeencompletedwithoutmysupervisor,Mr.Wang,whohasguidedandsupportedmeinthecompletionofmywork.Heisnotonlymyacademicadviserbutalsoarolemodel,onewhoacceptsdifferentopinionsandsharesknowledgewithcolleagues.Atthebeginningofmywork,heinitiallyprovidedmewithadvicethatstimulatedmy academiccuriosityandmyresearchideaandhasshownathoughtfulinterestinmyprogressthroughthewholeprocess.Furthermore,heoffersmeinsightfulcommentsandthoughtfulassistancethroughoutthewritingofthepaper,whichIgreatlyappreciate.Ialsothankmyfriends,LiQi,ZhouMeng,GaoTian,ZhangBingjieforprovidingmewithinvaluableacademicadviceandencouragement.Iam gratefultothemforbeingmyfriendsandacademicconsultantsinthepasttwoyears.Additionally,mysincereappreciationgoestoMs.He,a veryknowledgeableteacher,whoembracedmyinterdisciplinaryresearchideaat itsinitialstage.Inoneword,Iwouldliketothankallthosewhohaveeverhelpedme.
Atlast,Iappreciatealllovingconsiderationsfrommybelovedfamily.Ialsoowemysinceregratitudetomyfriendsandmyfellowclassmateswhohavegivenmetheirwarmhelpandprecioustimetoworkoutmyproblemsduringthetoughcourseofthethesis.
Abstract
Asawayoftransmittinginformationandpropagating,advertising’srolecannotbeunderestimatedbecauseitisnotonlyanartfultechniqueinpersuadingpeopletobuy,butalsograduallyhasbecomeamustforsocialcommunicationwhichinturninfluencesthedevelopmentofsocietyandeconomy.ThisthesismainlyfocusesonthelinguisticfeaturesofadvertisingEnglish.Nowadaysadvertisinghaspenetratedintoeverycornerofourliftasitstransmittingmediainmanyforms:
newspaper,magazine,TV,radio,aswellasnetwork.Thegoalofadvertisingdecidesitslanguagetobesimpleanddirector,distinctfromthecharacteristicsofotherdiscourses.ThusananalysisonthelinguisticfeaturesofadvertisingEnglishinthelinguisticfieldisveryworthwhile.Thewholethesisisdividedintofourchapters.ThefirstchaptergivesabriefintroductionofadvertisingandthenecessityofhavingaresearchonthelinguisticfeaturesofEnglishadvertisingthesecondchapterfocusesontherhetoricalknowledgeofstylistics.Thethirdchapterdiscussesthedetaillinguisticfeatureinsyntax,lexicology,rhetoric,andthelastchapterisaconclusionofthewholepaper.
Keywords:
advertising;linguisticfeature;stylistics;syntax;lexicology;rhetoric
内容摘要
作为一种传播信息和宣传的模式,广告的作用不容忽视,因为它不仅只是一种说服顾客进行消费的技巧,更重要的是,它已经成为社会交流的必须手段之一。
广告在今天的社会几乎是无孔不入,它的传播介质多种多样,包括报纸、杂志、电视、广播、网络等。
广告有鲜明的目的性,即说服顾客进行购买,这种目的性决定了其语言的特色风格,是其独立于其它文体,在语言范畴内值得研究。
本文主要研究关高英语的语言特征。
全文总共分为四章:
第一章主要是对广告以及对其语言特点进行研究的必要性做一简单的引入,第二章内容为广告的定义和文体学知识的简单论述。
第三章是从广告的词汇、句法以及修辞方面分别对广告加以剖析。
最后一章是对整篇文章的一个概括和总结。
关键词:
广告,语言特征,文体学,句法,词汇,修辞。
Contents
AcknowlegementsI
AbstractII
内容摘要III
1Introduction1
1.1ResearchBackground2
1.2TheFunctionofAdvertising2
1.3TheLanguageofAdvertising3
2TheoryofAdvertisingandStylistics2
2.1Theoryofadvertising2
2.1.1Definitionofadvertising2
2.1.2Classificationofadvertising4
2.2Knowledgeofstylistics5
2.2.1Thedefinitionofstylistics5
2.2.2Thepurposeofstylistic5
3ThelinguisticfeaturesofEnglishadvertising6
3.1ThelexicalcharacteristicsofadvertisingEnglish6
3.1.1Simpletounderstandandpopulartoremember7
3.1.2Novelandspecial7
3.1.3Creative7
3.2Syntaxcalfeatures7
3.2.1Moresimplesentences7
3.2.2Moreimperativesentences8
3.2.3Moreinterrogativesentences8
3.3RhetoricalFeatures9
3.3.1Metaphor9
3.3.2Personification9
3.3.3Pun9
4Conclusion10
References11
关于毕业论文原创性的声明i
1Introduction
1.1researchbackground
Nowadaysadvertisingpenetrateseverycornerofsociety,especiallyindevelopedcountries.Newspapers(mostofwhichdevote60to70percentoftheirspacetoadvertisements),radioandTV(intheU.Sforinstance,oftena30—minutenewscastisinterruptedatleastfourtimesforcommercials),magazines(forsome,asmuchashalfthespaceisgiventoadvertisements),highwaybillboards,streamers,windowshows,floorandcounterdisplays,transportdecorations,fairsandexhibitions,telephonesanddirectmails,andevensandwichman(manwhowalksaboutthestreetswithtwoadvertisingboards,onehangingoverhischestandtheotheroverhisback)—indeedalmostallthemedia,allusablespacesareemployedtogetallsortsofinformationtoallpeopleinallplaces,sinceplacestobefilledareeverywhere.Theamountofadvertisingisnotdeterminedbytheneedsofadvertising,butratherbytheopportunitiesforadvertising,whichhavebecomeunlimited.
1.2Thefunctionofadvertising
Advertisinghasconsistentlyplayedaveryimportantroleinthedevelopmentofcapitalism.SomepeoplepointtothevitalroleadsplayedinthesettlementoftheNewWorld:
BrochurespublishedinEnglandinthe17thcenturywerefullofhopefuloverstatements,halftruth,anddownrightlies,alongwithsomefacts,bywhichthepromotersfortheAmericancoloniesenticedpeopletosettleinthere.Nowadays,advertisingperformsfourbasicrolesinsociety:
1)Marketingrole---helpingcompaniesselltheirproductsorservices;
2)Educationalrole---helpingpeoplelearnaboutnewproductsandservices;
3)Economicrole---encouragingcompetitioninproduct/serviceimprovementandlowerprice;
4)Socialrole---helpingincreaseproductivityandraisethestandardofliving.
1.3Thelanguageofadvertising
Inordertofulfilltheseroles,advertisinghasresortedtoallkindsoftechniques---anodalandvisual,soundandlight,displayandacting,photographsanddrawing,ect.Butthemostbasicisthelanguage---itsmodebeingeitherwrittentobereadorwrittentobespokenasifnotwritten.Languageisofcrucialimportanceandthelanguageisrequiredtobesimpleandsweet.ThusacomprehensiveanalysisonthelinguisticfeaturesinadvertisingEnglishisworthwhile.AsadvertisingEnglishischaracterizedbymanyspecialfeatures,therearisesthedemandthattheadvertisingcopywriterbeengagedincreativewriting.ItistobeunderstoodthatadvertisingEnglishisnotmerelyabusinessofwords,butalsoakindoforiginalEnglishwithitspeculiarfeatures.
AsadvertisingEnglishischaracterizedbyuniquemorphologyandsyntaxandassomanyrhetoricaldevicesarefoundinit,thisthesispresentsananalyticalstudyoflinguisticfeaturesinEnglishadvertisementsatlexical,syntacticandrhetoricallevels.
Thisthesiswillcontainfivechapters:
chapteroneisabriefintroductionofadvertising,includingtheimportanceofadvertisinginmodernsocietyandthefunctionofadvertising.BesidesgivingaverysimpleintroductionofadvertisinglanguageandthenecessityofhavingaresearchonlinguisticfeaturesinadvertisingEnglish,ChaptertwowillgivesomeknowledgeofEnglishstylistics.Inchapterthree,thethesiswillfocusonthelexical,syntacticandrhetoricallevelsrespectively.Thelastchapterwillgiveasummeryofthewholethesis.
2TheoryofAdvertisingandStylistics
2.1Theoryofadvertising
2.1.1Definitionofadvertising
Afterabriefintroductionoftheclassificationsandrolesofadvertising,wenowcometothedefinitionsofadvertising.Fromdifferentperspectivesorpurposes,thedefinitionsmightalsovary.InEnglish,theword"advertise"hasitsoriginin"advertere"inLatin,meaning"toinformsomebodyofsomething","tobringintonotice"or"todrawattentiontosomething",etc.InChinese,theequivalentterm"guanggao"means"widelyannounce".Thefatherofmodernadvertising,AlbertLaskersaidthatadvertisingwas"salesmanshipinprint".Althoughthedefinitionwasgivenlongbeforetheadventofradioandtelevision,andthenatureandscopeofadvertisingatthattimewereconsiderablydifferentthantheyaretoday,thisoften-repeatedsayingindicatesthattheultimateobjectiveofadvertisingistosell.Obviouslyitisnotaworkingdefinitionbecausewecannotuseittocoveralladvertisements.Today,awidelyquotedworkingdefinitionofadvertisingwasputforwardbyCourtlandL.BoveeandWilliamF.Arens:
"Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsorservices)orideasbyidentifiedsponsorsthroughvariousmedia."(Cook,Guy.TheDiscourseofAdvertising.London:
Routledge,1992)AnotherlinguistBolendefinesadvertisingasa"Paid,non-personalcommunicationthroughvariousmassmediabybusinessfirms,nonprofitorganizations,andindividualswhoareinsomewayidentifiedinthemessageandwhohopetoinformorpersuademembersofaparticularaudience."(Carter,RonaldandGoddard,Angela,ReahDanutaetal.WorkingwithTexts.London:
Routledge,1997)Ifthedefinitionsofadvertisingweretoovagueandabstracttocomprehend,afewwordsofitsfunctionwouldhelptoclarifythiscrucialterm.Broadlyspeaking,advertisementshaveatleastoneoftwofunctions:
informingorpersuading,althoughoverlapmayoftentakeplaceinonesinglepiece.Thetrickhereisthataninformativeadvertisementinforms"thecustomerab
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