孟洁修改论文21.docx

孟洁修改论文21.docx

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孟洁修改论文21

本科生毕业论文

（申请学士学位）

论文题目

从文化差异的角度看广告翻译

作者姓名

孟洁

所学专业名称

英语

指导教师

李秀娟

2012年3月29日

从文化差异的角度看广告翻译

孟洁

滁州学院外国语学院

二0一二年三月二十九日

OnAdvertisementTranslationfromthePerspectiveofCulturalDifference

By

MengJie

Underthesupervisionof

LecturerLiXiujuan

AThesis

SubmittedtotheForeignLanguageDepartment

InPartialFulfillmentoftheRequirement

FortheDegreeofBachelorofArtsinEnglish

AtChuzhouUniversity

Mar29,2012

滁州学院本科毕业论文（设计）原创性声明

本人郑重声明：

所呈交的论文是本人在导师的指导下独立进行研究所取得的研究成果。

除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。

本人完全意识到本声明的法律后果由本人承担。

签名：

年月日

Acknowledgements

Iwouldliketotakethisopportunitytoexpressmyheartfeltgratitudetoallthesewhohelpedmeinonewayoranotherinthecompletionofthisthesis.

Firstofall,Iowegreatindebtednesstomysupervisor,lecturerLiXiujuanwhosestrictdemandsandinsightfulsuggestionsareindispensablethroughallthestagesofdevelopmentandrevisionofthethesis.Shehasmadelotsofcorrectionsandsuggestionswhilereadingmydraftsofthethesis.Withoutherpatienceandwisdomthepresentthesiswouldbeunthinkable.

SpecialthanksshouldalsobeextendedtoalloftheteacherswhotaughtmeduringmyfouryearsofstudyinChuzhouUniversity,inparticular,associateprofessorsLiangDuanjunandYaoZhiyingfortheirenlighteninginstructions.

Atlast,Iwouldliketoextendmysinceregratitudetomyfamilyanddearfriends.Withtheirconsistentsupportandencouragement,Iwouldbeabletocarryonmystudyandcompletethisthesis.

Abstract

Advertisingplaysacrucialroleintheprocessofproductsselling.Itisnotonlyamarketingmeansbutalsoanactivityforspreadingtheculturewhichmattersalottotheinitialcreationandspreadingoftheadvertisement.Asweknow,choosinganeffectivemarketingmethodhelpsbothtogreatlyimprovetheproductssellingandculturespreading.Therefore,thetranslationofadvertisingapartfromtheconsideredskillsoutside,alsoshouldtaketheeffectsofculturedifferencesintoconsiderationsoastoachievethetargetofsellingtheproductsaswellaspromotingcultureandtradeexchange

Asatrans-culturecommunicationactivity,itisinevitableforadvertisementtranslationtobeimprintedwithnationalculture.Asaresult,whenwedothetranslation,theprioritynotonlyshouldbegiventotheexistedlanguagedifferencesbetweentwocountriesbutalsotheculturedifferences.Onlydothatcanwegetgoodspreadingresponds.Otherwisewecannotachievethedesiredspreadingresultsevenwithmorethantwicetheefforts.Thethesisfocusesoncomparingfouraspectsincludingnationalvalues,thinkingmode,culturevaluesandtaboofromthepointofculturedifferencestodiscusstheirinfluencesontheadvertisementtranslation.

Thisthesisisdividedintofourparts:

thefirstpartistheintroduction,abriefsketchandunderstandingofadvertisement.Thesecondpartprovidesabriefanalysisofthefunctionsofadvertisement.ThethirdpartdiscussestheSino-Westernculturaldifferenceanditsinfluenceonadvertisementtranslationfromtheaspectsofnationalvalues,modesofthought,culturalvaluesandtaboo.Partfourmakessuggestionsforadvertising.Thelastpartconcludesthemaincontextofthewholepaper

Keywords:

culturedifference;influence;advertisementtranslation

摘要

广告在商品销售中起着举足轻重的作用，它既是一种营销手段，也是一种以文化为载体的传播活动，它的创作，传播与文化密不可分，有效的营销不仅有利于产品的销售，而且对文化的传播有极大地促进作用，因而广告的翻译除了考虑翻译技巧的因素外，还应该从文化差异的影响，从而达到销售产品，促进经贸和文化交流的目的。

广告翻译作为一种跨文化翻译，不可避免的打上不同名族文化的印记，在翻译时，我们既要注重两者之间语言上的差异，又要注意文化上的差异，否则很难达到理想的传播效果。

本论文主要从中西方不同的民族价值观，思维模式，文化观念，以及禁忌这四个角度进行比较从而来探讨这些文化差异对广告翻译的影响。

论文框架分为四个部分：

第一部分介绍了对广告的理解及本文的主要内容；第二部分简要分析广告的功能；第三部分从民族价值观，思维模式，文化观念，禁忌四个方面对中西方文化差异进行比较并探讨其影响下的广告翻译；第四部分提出广告翻译的建议；第五部分总结全文。

关键词：

；文化差异；影响；广告翻译

TableofContents

Acknowledgements………………………………………………....…I

Englishabstract.....................................................................................II

Chineseabstract………………………………………………………III

Tableofcontents…………………………………………………IV

1.Introduction……………………………………………………......1

1.1Understandingoftheadvertisement.........................................1

1.2Maincontentofthethesis........................................................12.Thefunctionsofadvertisement....................................................2

2.1Tospreadtheinformation...............................................................2

2.2Toserveprofitableandnon-profitablepurpose........................2

2.3Thebrand’sroleinadvertising.......................................................3

3.Influencesthatculturaldifferencesexertonadvertisement....................................................................................3

3.1Fromtheviewofnationalvalues.....................................................3

3.1.1Chineseculture:

Emphasizingonteamorcollectivism........................4

3.1.2Westernculture:

Appreciatingtheindividualism.................................4

3.2Fromtheviewofthinkingmode.....................................................5

3.2.1Chinesepeople:

Usingindirectmeansofexpression..............................5

3.2.2Westerners:

Thinkinginstraightforwardways.....................................5

3.3Fromtheculturevalues..............................................................6

3.3.1Chinesepeople:

advocatinglivingintraditionalandstablelifestyle.........6

3.3.2Westerners:

Puristofever-changinglifestyle........................................6

3.4Fromtheinfluencesoftaboo.....................................................7

3.4.1Influencesofanimals.......................................................................8

3.4.2Influencesofcolors...........................................................................9

4.Thesuggestionsforadvertisingtranslation................................9

5.Conclusion................................................................................11

Bibliography.................................................................................12

OnAdvertisementTranslationfromtheperspectiveofCulturalDifference

1.Introduction

Advertisinghasseveraldifferentmeanings.Itmeansdifferentthingstodifferentpeople,buttheyallrelatetotheLatinword“advertere”whichmeans“turnthemindto”.AccordingtoWebsterdictionary,advertisingistomakecomparisonofvariousdefinitionsofanactivitythatcallingtheattentionofthepublictosomething.Advertising,inboardsense,includestheprofitablecommercialadvertisementsandnon-profitablepublicserviceadvertisementsaswellasnotice.Innarrowsense,advertisingreferstocommercialadvertisement.Tonarrowthemeaningofadvertisement,itisanattempttopersuadethetargetconsumerstobuycertainproductsfromtheperspectiveofmarketing,therefore,advertisementisapaidactivityorganizedbycompaniesororganizationsthataimtospreadtheirinformation.Asamatteroffact,advertisinghaspenetratedourlifeandenrichedourculture.Withthedevelopmentofeconomyandacceleratingglobalization,advertisingbusinessisgrowingatashockingspeed.Advertising,asatoolofspreadinginformation,hasbeenappliedtomanyareasofhumanactivities.Therefore,advertisingtranslation,asatypeofcross-culturecommunicationandanewfieldofstudy,isreceivingmoreandmoreattention.HoweverthetranslationofadvertisingfromChinesetoEnglishorfromEnglishtoChineseisfarfromsatisfactionduetolackofrelevantknowledge.Itisknowntoallthatadvertisingplaysanimportantroleintheprocessofproductsale.However,itisnotonlyamarketingtool,butalsoaculturecarrier.Therefore,whentranslatingadvertisements,weshouldtakemanypossibleinfluencesintoconsideration.Mostadvertisementsaretranslatedinaliterallevel,butlittleattentionhasbeenpaidtotheculturedifferencesbetweentwodifferentcountries.

RichardEPorter,oneofthescholarswhoearlystudiedcross-culturecommunication,statesthatculturedifferencesisthemainobstacleincross-communicationanditshouldbetakenintoconsiderationwhencommunicatingwithothercountries.Advertisingtranslationcanbeseenasaformofcross-culturecommunicationbecauseoftheinfluencesofmanyaspects,suchasthedifferentlanguagesanddifferentcultures,therefore,wemaynotsuccessfullyreachtothetargetaudience.Therefore,thethesisaimsatanalyzingtheseaspectsandtheirinfluencesontheadvertisingtranslation

Generallyspeaking,thepapermainlydiscussestheinfluencesthatexertontheadvertisingtranslationfromfouraspects:

nationalvalues,thinkingmodel,culturalvaluesaswellastaboos.

2.Thefunctionsofadvertisement

Nowadays,advertising,asawaytospreadinformation,hasbecomemoreandmoreattractivebecauseofitsthought-provokingandrecreationalmethod.Besidesthepleasantandvividscene.thesuccessfulsloganhasprovedsuccessfulincapturingthetargetconsumers.Sometimes，advertisementcanberegardedasthefashionleader,becausetheappearancesandbehaviorsofthecharactersinthepicturehavebeenfollowedbuyalargenumberofpeople,especiallytheyoungpeople.

Advertisinghasalotoffunctions.Amongthem,therearetwomainlyconspicuousaspects:

oneisregardedasculturecarrier;andtheotherisseemedasaneffectivewaytospreadinformation.Asoneoftheimportantculturefactors,advertisingreflectsourlifetoday,motivations,desiresandvaluesandreactstoallkindsofsocialchangesbroughtbyareactionagainstadvertisement.Theworldischangingrapidlywiththedevelopmentofglobalizationandintensivecommunicatio