Word Selection in Advertisement Translation.docx

Word Selection in Advertisement Translation.docx

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WordSelectioninAdvertisementTranslation

WordSelectionin

AdvertisementTranslation

By

CaoXiaoqian

SubmittedtotheSchoolofForeignStudiesinPartialFulfillment

totheRequirementsfortheDegreeofBachelorofArtsin

English（InternationalTrade）

UndertheSupervisionofMr.LiWeishan

June,2011

Acknowledgements

Duringtheperiodofwritingthispaper,Igotmuchsincerehelpfrommanypeople.Iamparticularlygratefulforthat.

MydeepestgratitudecomesfirstandforemosttoLiWeishan,mysupervisor,forhispatientguidanceandconstantencouragement.Hegavemeplentyofinstructiveadvicesintheaspectsofchoosingtheappropriatetopic,studyingmethods,aswellasthewholestructureorganizing.

Also,Iowegreatthankstomyteachersofallthesubjectsthroughoutthefouryearsofcollegelife.Withouttheirtimeandconcern,Iwillnotbeabletogothroughthisstagesmoothly.

Finally,Iwanttothankmydearestclassmatesandbelovedparents.Igainedmuchknowledgeandjoyfromthemandenjoyedeveryminuteofit.Iwillalwaystreasureitasapreciousassetofmylife.

WordSelectionin

AdvertisementTranslation

Abstract:

Inthemodernworld,moreandmorecorporationschoosetoenlargethepopularityoftheirproductsandpromotesalesbymeansofadvertising.Advertisementisplayingamuchmoresignificantroleintoday’ssocietythanbefore.Withthedevelopmentofglobaleconomy,tomaketheircommoditiesfindafirmfootingintheforeignmarkets,corporateoperatorsalsoneedtorelyontheadvertisementeffect.Therefore,wordselectioninadvertisementisofgreatsignificance.Thispapermakesabriefanalysisofwordselectioninadvertisementtranslationwithdetailedexamples.

Thisthesisiscomposedbyfourparts.Partoneistheintroduction.Itmainlypresentsthedefinitionofadvertisement,aliteraturereviewaboutadvertisingtranslationaswellasthesignificanceofthisresearch.Parttwointroducesthetranslationofdiversepartsofspeechinadvertisementandexemplifiesseveralcasesintranslationtoaccountfortheprincipleintranslatingprocess.Partthreefocusesontheprinciplethatneedsconsideringinthetranslationprocessofdifferentstylesofadvertising（includingtrademark,sloganandtext）,coupledwithseveralimportanttranslationmethods.Partfouristheconclusionincludingabriefsummaryofaboveinformation,somethingthatneedtobedesiredandsuggestionsmadeforthefuturestudy.

KeyWords:

advertisementtranslation;wordselection;translationmethods

论广告翻译中的选词问题

摘要:

当今世界，越来越多的公司选择通过广告来扩大其产品的知名度及销量。

如今，广告在社会上发挥的作用已今非昔比。

随着经济全球化的发展，为了在国外市场站稳脚跟，公司经营者亦需要依赖广告效应。

因此，广告翻译中的词语选择问题至关重要。

本篇论文就此问题进行了简要分析，并佐以实例。

本文共分为四个部分。

第一部分是引言，主要介绍了广告的定义，进行了简单的历史回顾并阐述了此次的研究目的及意义。

第二部分介绍了不同词性的词语在广告中的翻译，并分别举例说明其中的翻译原则。

第三部分重点讲述翻译不同广告文体所需注意的问题，并提到不同的翻译方法。

第四部分是结论，对上文进行总结，并提出了不足之处及进一步研究的建议。

关键词：

广告翻译；词语选择；翻译方法

Contents

Acknowledgementsi

Abstractii

KeyWordsii

摘要iii

关键词iii

Contentsiv

ChapterOneIntroduction1

1.1Definitionofadevrtisement1

1.2Significanceoftheresearch1

1.3Literaturereview2

ChapterTwoPartsofspeechofWordSelectioninAdvertisementTranslation3

2.1Theselectionofemotiveadjectives3

2.2Theselectionofverbs4

2.3Theselectionofcompoundwords5

ChapterThreeWordSelectioninthreeaspectsofAdvertisementTranslation6

3.1Wordselectionintrademarktranslation6

3.1.1Transliteration6

3.1.2Semantictranslation7

3.1.3Creativetranslation8

3.2Wordselectioninslogantranslation8

3.2.1Useofpun9

3.2.2Useofcommandwords9

3.2.3Useofalliteration10

3.3Wordselectionintexttranslation11

3.3.1Principlesofwordselectionintexttranslation11

3.3.2Examplesandbriefanalysis11

ChapterFourConclusion12

Bibliography13

WordSelectionin

AdvertisementTranslation

ChapterOneIntroduction

1.1Definitionofadvertisement

AccordingtoMerriam-Webster,advertisementisdefinedassomething（suchasashortfilmorawrittennotice）thatisshownorpresentedtothepublictohelpsellaproductortomakeanannouncement.（Net.）

In1984,theAmericanMarketingAssociationdefinesadvertisementasfollows:

Advertisementisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

Fromtheaboveinformation,wecaninferthattheultimategoalofadvertisementistoconveyinformationastoproductstotheperspectivecustomersandsetapositiveattitudeforthemforthepurposeoffosteringagoodenterpriseimageandgettingabettersalesvolume.

1.2Significanceoftheresearch

Asasortofspecialstyleofwritingandcommunicatingform,advertisementneedstothebrief,distinctive,andincentive.Onlytheuniqueadvertisementscancatchone’seyes.Soitiswithadvertisingtranslation.Asuccessfultranslationalcasedependsonnotonlyitssemanticequivalence,stylisticequivalenceandsocial-culturalequivalencewiththeoriginalEnglishadvertisement,butalsotheabilityofkeepingtheoriginalmood,meaning,artisticconceptionandrhetoricaldevicestothefullestextent.

However,advertisingtranslationstilldoesnothaveaprofessionalsystem.Someforeignproductsdonotgettheexpectedextensionowingtotheinaccuratetranslationalversion.Thispapergivesadetailedandsystematicanalysisaboutadvertisingtranslation.Itapproachesadvertisingtranslationfromtheperspectiveofpartsofspeechandadvertisingstyles,anddiscussesadvertisingtranslationcriteriaandstrategies,withtheaimofpracticallyhelpingimproveadvertisingtranslationfromEnglishtoChinese.

1.3Literaturereview

Greateffortshavebeendevotedtoadvertisementtranslationuptillnowandtherearesomeextraordinaryachievements.EugeneNida,anAmericanmaster,raisedaprincipleoffunctionalequivalence.Histheorysuggeststhatanidealeffectivetranslationshouldbeabletoproducetheequivalenceofmessage,functionandresponsetonotonlytheoriginalbutthetargetreceptors.Definitely,therearesomecreatedworksaboutadvertisementtranslationmethodsbefore.However,thispaperoffersamoredetailedandsystematicanalysisaboutadvertisingtranslationfromtheperspectiveofpartsofspeechandadvertisingstyles,anddiscussesadvertisingtranslationcriteriaandstrategies,withtheaimofpracticallyhelpingimproveadvertisingtranslationfromEnglishtoChinese.

ChapterTwo

TranslationofDiversePartsofSpeechinAdvertisement

2.1Theselectionofemotiveadjectives

Accordingtoarecentsurveywithregardstoadvertisements,soft-selltacticsstandoutfromtherestofthesellingtactics.Theadvertisersaretryingtosoftenuptheprospectivebuyerswithsoft-selltactics,whichfocusmoreonemotiveinflectionratherthanlecturing,andtheyachievesuccessmostofthetime.Mostofthedescribingemotivewordsarepositiveandpleasantadjectives,whichareencouragedtousegreatly.

Thefrequentlyusedemotiveadjectivesarelistedasfollows:

Fresh,free,full,fine,great,clean,crisp,delicious,good/better/best,new,special,sure,safe,real,rich,wonderful,etc.

Thesewordshelptocreateadelightfulimageofenjoyingahigh-qualitylife.Theymakepeoplebelievethatiftheybuythisproduct,theywillbepartoftheadvertisement---enjoyingtheservicebroughtbytheproduct.Theirstrongcuriosityanddesireforpursuingabetterlifeencouragethemtotakeatry.

TaketheDVDmanufacturedbySonyforexample:

Thenewdigitalera.（Sony:

DVD）

数码新时代。

（索尼DVD）

Theword“new”isoneofthemostfrequentlyusedwordsinEnglishadvertisement.Itcanbeusedtodescribethesize,shape,outlookandcomposureofoneproduct.Inthispieceofadvertisement,the“new”symbolizesafantasticworld.WiththeleadingofSonyDVD,youcanreachit.Here,wejustneedtotranslatetheword“new”literally.It’ssimpleandeasytobeunderstood.

e.g.:

Goodtothelastdrop.（MaxwellHousecoffee）

滴滴香浓，意犹未尽。

（麦氏咖啡）

It’smorethanjustnew.It’ssmaller.It’slighter.（SharpZ-20Copier）

机器更新,小巧轻便。

（夏普Z-20型复印机）

Whentranslatingadjectivesoftheadvertisements,mostlyweusethefour-wordstructure.Itisverybrief.In1969,EugeneA.Nida,afamousAmericantranslationtheorist,putforwardafunctionalequivalencetheory.Histheorysuggeststhatanidealeffectivetranslationshouldbeabletoproducetheequivalenceofmessage,functionandresponsetonotonlytheoriginalbutthetargetreceptors.Fromtheperspectiveoffunctionalequivalencetheory,thefour-wordstructurecontributesmoretomakinganequivalenceoflanguagestyle.

2.2Theselectionofverbs

Anotherfeatureofadvertisementisfrequentlyusingmonosyllabicverbs,includingbe,make,get,take,try,go,have,need,see,use,give,ask,choose,call,etc.Althoughthepurposeofadvertisingistoencouragecustomerstobuyproductsorservices,theword“buy”seldomappearsintheadvertisements.Thereisonethingthatweneedtonotice:

asthedefinitionof“buy”is“toobtainsomethingbygivingmoney”,itwilleasilyleaveconsumerstheimpressionofmisleadingthemtobuytheirproductsandmakingmoney.Therefore,advertisementscreatorsneedtoavoidusingtheword“buy”buttochooseotherwords.

Thesechosenmonosyllabicverbshaveclearanddefinitemeanings.Theyareusedfrequentlyinourdailylife,andtheycanindicatetherelationshipbetweenthesellinggoodsandprospectiveconsumers.Have,get,buyandkeepindicatetheownershipofoneproductfromconsumers.Take,useandhaveshowthebehaviorandprocessofusingoneproduct.Like,love,needandfeelexpressconsumers’attitudeandimpressiontowardssomeproduct.Makeandgive