中英语言与文化差异对广告翻译的影响.docx

中英语言与文化差异对广告翻译的影响.docx

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中英语言与文化差异对广告翻译的影响

InfluencesofLanguageandCulturalDifferencesontheAdvertisingTranslation

Abstract:

Advertisementhasbecomeoneofthemostimportantproductsofcultureinthemodernage.Itisaformofcommunicationthattypicallyattemptstopersuadepotentialcustomerstopurchaseortoconsumeproductsorserviceofabrand.Especially,advertisinglanguageischaracterizedbyculturalandagebackground.Westernlanguagesarerule-dominated,whiletheChineseisdominatedbypeople.Therearemanydifferencesinthestructureoflanguage,andwhendescribesomethinginadvertisement,Chinesetendstoimagine,butEnglishtendstopreciseness.Agoodtrademarktranslationembodiestheperfectcombinationoftranslationtechnologyandaesthetics.Differentculturehasdifferentimpactonadvertisingtranslationincludinghistory,value,andcustomandsoon.Thispapergivesadetailedanalysisofadvertisementtranslation,andsomevaluableexamples.

中英语言与文化差异对广告翻译的影响

摘要：

广告已成为一种非常重要的文化产品之一，在当今时代，广告已经成为不同地域之间的一种沟通的方式，它的方式通常是说服潜在客户购买或消费自己的产品和服务。

更重要的是广告语言的特点是具有文化和时代背景。

西方语言以规则为主导，而中国却以人为主导；由于语言结构的不同，当他们描述事物时，中文注重幻想，但英语注重准确。

一个好的商标翻译体现了翻译技术完美结合，不同的文化在广告翻译中具有非常重要的影响，它包括历史，价值，习俗等。

本文对广告翻译从语言和文化差异方面进行了详细分析，还有一些有价值的例子。

关键词：

广告;广告翻译;文化;语言

Contents

1.Introduction4

2.languageimpactofadvertisingTranslation4

2.1ThedifferencesofthestructureoflanguageintheSino-Britishadvertising4

2.2thedefferencesofchoosingthewords5

2.3thedifferencesofpronunciationofthewordsinSino-Britishadvertising.6

3.TheimpactofcultureonadvertisingTranslation6

3.1TheimpactofHistoricalandculturalonadvertisingtranslation6

3.2Valuereflectedintheadvertisementtranslation.8

3.3Culturalcustomimpactonadvertisingtranslation9

4.Definitionofdomestication10

5.Conclusion11

6.Acknowledgement……………………………………………………………………..12

InfluencesofLanguageandCulturalDifferencesontheAdvertisingTranslation

1.Introduction

Astoculturalproducts,advertisingreflectsthecloserelationshipbetweenlanguageandculturedirectly.Advertisinglanguageisaspecialkindofartformwhichhasprofoundculturalbackground.Thetrendoftimesalsoaffectsthelanguageandculturenadvertisinganddecideswhetherthetranslationandadvertisingeffectivenessisgoodorbad.Therefore,thetranslatorneedsnotonlyasolidfoundationoflanguagebutalsoanin-depthunderstandingofthetwodifferentcultures.Thispaperanalyzestheinfluenceoflanguageandculturaldifferencesontheadvertisingtranslationfromtheaspectoflanguage,emphasiscanbeputonthreeareas:

thestructureoflanguage,vocabularychoiceandpronunciationtoillustratetheimportanceoflanguagetranslationforadvertising,atthesametime,thecorrespondingexamplesarecited,sothatthereaderhasanintuitivefeelingoftheimportanceoflanguage;astotheculturalfield,itexplainstheimportanceofculturefromthethreeareasofhistory,values,andculturalintheadvertisingtranslation.Attheendofmypaper,Igavethedefinitionofdomesticationintheadvertisingtranslationascomplement.

2.LanguageimpactofadvertisingTranslation

2.1ThedifferencesofthestructureoflanguageintheSino-Britishadvertising

Mr.ShenXiaolonghassaidthattheWesternlanguagesarerule-dominated,whiletheChineseisdominatedbypeople.Inotherwords,Chineseisameaning-centeredlanguage,thegrammarrulesarerelativelyfree,andsentencesareflexible,thevocabularymaybelongerorshorter,partofspeecharediverseandvariable.FortheWesternlanguages,thedominantpositionofgrammar,sentencemainlycomposedofverbandverbphrasecannotchangelightly.

Forexample:

ThesloganoftheNokia“ConnectingPeople”.It’snotacomplicatedsentence,consistofapredicateandanoun,alsothegrammaticalstructureisverystandardizedandsimple.However,thetwowordsareverypowerful,andthey’reeasytoacknowledgepeoplethethree-dimensionalfeeloftheproduct.However,thestructureoflanguagecannotbearbitrarilychanged.WhentranslatingitintoChinese,thesubject“technology”shouldbeproposed,andtheimportanceofthehumanlanguageoftheartisbettertobestressed.

TherearemanymodifiersintheChineseadvertisingwhichfocusonemotionalexpression,onthecontrary,theexpressionofEnglishadvertisingisverysimpleasitfocusesoninformationtransfer.Forexample:

满树金花，芳香四溢的金桂；花白如雪，香气扑鼻的桂银；红里透黄，花多味浓的紫砂桂；花色似银，季季有花的四季桂，竞相开放，竞相开放，争妍媲美。

进入桂花公园，阵阵的桂花花香扑鼻而来.

WhenthesentenceaboveistobetranslatedintoEnglishadvertising,consideringthedifferencesoflanguagestructures,thosedescriptivewordsinthesourcelanguageshouldbedeleted.Theliteraltranslationcanbelikethis:

“Theparkofacanthusisnotedforitsprofusionofacanthus.Flowersfromtheseindifferentcolorsareinfullbloomwhichpervadesthewholegardenwiththefragranceoftheirblossoms.”

ChangesofstructureinChineselanguageareveryrichanddiverse.Asthewaytoreflecttheartisticexpression,partofspeechoftenchanges;buttheEnglishlanguagestructureisrelativelyfixedandstandardized,what’smore,itcanexpressthingswithsimplesentences.

2.2Thedifferencesofchoosingthewords

Indescribingthings,Chineseisfancy,butEnglishisaccurate.Chinesepeoplearegoodatexpressingtheirfeelingsbywriting,andbeautifulwordstoexpresstheiradmirationandappreciationforbeautifulthings,andgivinganumberofsubjectiveimaginationandfeelings.InChineseadvertising,wewilloftenfindalotofdescriptivewords,like“highclass”;“perfect”;“special”;“incredible”.Thisdescriptivelanguagecanattracttheattentionofconsumers,consumerswillbemoreandmoreinterestedintheproduct,toabetterpropagandaeffect,andachievethepurposeofpersuadingconsumerstobuy,butmanyofthemalsohaveexaggeratedelements.IntheEnglishads,theword“good”isoftenused.ThewordsoftheEnglishadvertisingfocusontheaccuratedescriptionofproductinformation,andpointouttheprosandconsofspecificproducts,paymoreattentiontotheauthenticityofthings,theselectedwordsaregenerallymoreobjectiveandrationalandtrytomaintainaconcisestyle.

“Goodtothelastdrop.”MaxwellHouseCoffeeand“Thetasteisgreat.”Nescafe.Translatorsoftenfaceanuphillbattlewithmisinformedclientswhohavemisconceptionsabouttranslatorsandthetranslationprofession.Manytimestranslatorshavetotalktotheclientsabouttheindustryinordertodebunkthemythsthatseemtokeeponcirculatingyearafteryear.

2.3ThedifferencesofpronunciationofthewordsinSino-Britishadvertising.

Thedifferencesofpronunciationonadvertisingingeneralarethetrademarkoftranslation.Atrademarkisthenameofgoods,whilethenamecangivelimitlesssourceoffascinationandexpectations.

Forexample,“puma”isatrademarkofasportswearbrand,itsChinesetranslationis“彪马”,theliteralmeaningistotallydifference,butthepronunciationof“彪马”ismuchsimilarto“puma”,andthemeaningof“彪马”canexpress“puma”better,anditiseasierforChinesepeopletoacceptandunderstandthebrand.However,literaltranslationcannotachievetheeffectofitsown.

Trademarktranslationhasvitalpracticalsignificance,andmakethetranslationoftheoriginallanguageappropriateandaccuratewithoutlosingartisticandcharacteristicsofthename,forachievewidepublicityandpromotionalmerchandisepurpose;simultaneouslyitisalsofulloftheoreticalsignificance,notonlybroadenthespaceoflinguisticresearchandarichlinguisticmeaning,butalsopromoteresearchandpracticalapplicationoflinguistictheorytobeaorganicintegration.Onlybeinggoodatfiguringouttheconsumer'spsychology,respectingfornationalcustoms,applyingvariousmethodsandtechniquesinthetrademarksoftranslationappropriately,itcanbeabletowininthewarfareoftrademarktranslation,guideconsumptionandpromoteconsumption.Agoodproductshouldbecoupledwithanicecatchynamewhichisjustliketheicingonthecake.Agoodtrademarktranslationembodiestheperfectcombinationoftranslationtechnologyandaesthetics.

3.CultureimpactonadvertisingTranslation

3.1TheimpactofHistoricalandculturalonadvertisingtranslation

Intheinternationalmarket,forthecompany,howtointroducetheirproductstoconsumersinothercountriesthroughadvertisingtranslation,therebyenhancingproductcredibilityandsalesiscrucial.Asthedifferencesinlanguage,customsandwaysofthinking,culturaldifferencesareimportantfactorintheprocessofadvertisingtranslation,whichcannotbeignored.Theneglectofculturalbackgroundwillleadtosomepragmaticfailure,impactonthecompetitivenessofproductsintheinternationaltrade.Theculturaldifferencesamongdifferentcountriesareabigproblemwhichcannotbeignoredininternationaladvertising.

Advertisementandculturehavereciprocalandbidirectionalrelationship.Frommacrolevel,advertisementindustryacceleratesthedevelopmentofsocialeconomy.Duetothereasonsofgeographicalandhistorical,everynationalityhasformedauniqueculturalandpsychologicalcharacteristics,ifyouwanttheadvertisingtranslationcirculatinginothernations,thefirstthingshouldbedoneistoallowtranslationinlinewiththeaudience'scultureandpsychology.

Japan'sMitsubishiCorporationusedthefollowingadvertisingtopromotetheirproductstotheU.S.market:

“Notallcarscreatedequal”.Itisacleverimitationofthe“Allmenarecreatedequal”inthe“DeclarationofIndependence”.Changingtheaffirmativesentencesintonegativesentence,expressingthecarisbetterthanothercar’sperformance.Thistranslationismuc