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A.Knowtheprinciplesofadvertisement
B.Learnthestrategiesofadvertisementtranslation
a.Knowtheliteraltranslation
b.Usefreetranslation
c.Borrowthemodelofidiomsfortranslation
VI.Conclusion:
Sinceinmodernsocietyadvertisementhasbecomemoreandmoreimportant,itisnecessaryforustoknowthebasicknowledgeaboutit.Fromthispaper,wecanlearnthelanguageCharacteristicofEnglishadvertisementandtranslationskills.Ifyouwanttobeagoodtranslatorinthefuture,Ihopethiscanbehelpfultoyou.
Introduction
Intheinformationage,wecanseeadvertisementseverywhere,anditinfluencespeople'
slifeinsomecertainaspects.Inthe21century,theEconomicglobalizationage,withmoreandmoreseriouscompetition,theadvertisementplaysaveryimportantroleinpublicizing.Afterall,whohasingeniousmethod,whocangainconsumer,meanwhiletheycanincreaseprofitswhichareabletoexpandtheawarenessoftheirownbrands.Inrecentyears,advertisementnotonlyhasrepresentedtheapproachesofpropagandausedbycorporations,butalsohasgraduallybecameoneofnecessaryandimportantwaysinsocialcommunication.therefore,withthefollowingpassage,theadvertisingEnglishisappearedwithagiventime.
I.FunctionsandClassificationsofAdvertisement
Ingeneral,thepurposeofadvertisementistopublicizemerchandisetopeople,topersuadethemtobuytheirgoods.Thefunctionsofadvertisementaresupplyinginformation,inducingconsumption,givingasenseofbeauty.
Accordingtodifferentfunctions,contentsandpurposesofadvertisement,wecanclassifyitintodifferentcategories.Accordingtoit'
scontentsthereareadvertisementaboutFood,Sports,Medicine,Transportation,recruitmentandsoon.(HallidayMAK,1976:
34-35)Inthelightofit'
spurpose,itcanbeclassifiedintoCommercialadvertisementandwelfareadvertisement.inlinewithit'
sPublicitymedia,itcanbeclassifiedintoPrinting(newspaper,magazineandbooklet),andelectronics(televisionprograms,video,broadcast).
II.LanguageCharacteristicsofAdvertisement
Becauseofthespecialpurposeofadvertisement,ithassomedifferentcharacteristics:
gorgeousandelegant,Vivid,exaggeratedtone,andfascinated.EnglishadvertisementcanbeclassifiedintowrittenformsandSpokenforms,nowwemainlytalkaboutthespokenforms.
2.1.LexicalCharacteristics
2.1.1.Concise,PopularandEasytoRemember
TheConciseadjectivesandverbsarealwaysusedinEnglishadvertisement.Theadjectivesaremainlyabout"
evaluative"
andCommendatoryterms,itmakesadvertisementmorewonderfulandeffective.Verbsandnounsarebasedonsomesimpleandmonosyllabicwords.Theymakethesentencesmoreclear.Thoseadjectivesandverbsareverycommontopeople,anditisConcise,popularandeasytoremember.Forexample:
(1)Forthefirsttime,thereisaremarkablegelthatcangiveyourhairanylookthatyouwant-sleeker,fuller,straight,curlier,morenatural,evenwet-withoutadropofalcoholoroil.
ItisanadvertisementaboutShampoo.sixsimpleadjectivesareusedinit,sleeker,fuller,straight,curlier,morenaturalandwet.Mostofthemarecomparativeformstodescribetheproduct,publicizeit'
sbestquality.
2.1.2UnconventionalandAttractAttention
Becauseofthelanguageadvantageandfeatures,englishadvertisementalwayscreatesomenewandunconventionalwordstodrawpeople'
sattention.Sotheycanmakeabigprofit.Forexample:
1.)GiveaTimextoall,toallagoodtime.
2.)DrinkaPintaMilkaDay.
Thefirstoneistheadvertisementofthewatch"
TianMeiShi"
.Timexisanewlycreativewordformedbytimeandexcellent.Itstressestheconciseandgoodquality.Thesecondexampleisthatofmilk.Italladds"
a"
toDrink,PintandMilksothatitmakesdifferencetoattractmorecustomers.
2.1.3UsingAbbreviationstoLowerCosts
AbbreviationsarealsousedinEnglishadvertisement,inordertoreducethelengthofthesentenceandlowerthecost,andalsoreducetheburdenofreaders.Sotheabbreviationsarecommontosee.Forexample:
Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.
Itisanadvertisementofelectricequipment,andthe"
Hi"
and"
Fi"
areshortforhighandfidelity.
2.2.SyntacticalCharacteristics
2.2.1UsingSimpleandEllipticalSentences
Thesimpleandellipticalsentencesmakepeoplemoreclearaboutwhattheadvertisementtrytoconvey.Thepassagelengthislimitedsotheprofitisadded.Howeverthesimpleandellipticalsentencesaremorecommonused.Forexample:
1.)thingsgobetterwithCoca-cola.
2.)Can'
tbeattherealthing!
ThefirstoneistheadvertisementofCoca-cola,anditisasimplesentence.ThesecondoneisalsoadvertisementofCoca-cola,butthesubjectisomitted.
2.2.2.TheUseofImperativeSentences,QuestionSentencesandStatementsSentences
Inadvertisement,theimperativesentencesareusedtopersuadecustomerstobuytheirproducts.Thequestionsentenceseemstoaskyouaquestion,butinfactitjustwanttostimulatethebuyerstomakeaquickactionfortheirproduct.Last,thestatementsentencestatesthefactandtheirstatement.soitgivethebuyersnotafeelingofselling,however,itmakethemfeelcomfortableandeasytoaccept.Forexample:
1.)GetMet(MetropolitanLifeInsurance).ItPays.
2.)Q:
Whocantellwhichisthebestfamilywagon?
A:
Putthemtotest.
3.)WithNuprin,Icanplaywithoutarthritis.
Thefirstoneisaimperativesentenceanditisanadvertisementofaninsurancecompany;
thesecondoneisaquestionsentenceanditisanadvertisementofacar;
thethirdoneusesastatementssentenceanditisanadvertisementofamedicine.Theyallusedifferentkindofsentencestoreachtheirpurposes.
2.2.3.TheUseofPhrase.
IntheEnglishadvertisement,wealwaysusesomeshortnounphrases,prepositionalphrasesandparticipialphrases.Theygivereadersmoretimetounderstandwhattheimpliedmeaningoftheadvertisement.Forexample:
1.)Bigthrills;
Smallbills.
2.)Raisedinthehighlands,FamousGrouse,finestScotchWhiskey,qualityinanageofchange.
3.)Featherwater-lightasafeather.
Thefirstexampleusesnounphrase,thesecondoneadjectivephrase,thethirdoneprepositionalphrasesandnounphrase.theyallmakeadvertisementeasiertounderstandandremember,andalsotheyimpressedreadersalot.
2.3.RhetoricCharacteristics
Inordertopublicizetheirproducts,topromoteit'
sbrandawareness,businessesalwaystryeverymeanstofurnishthelanguageofadvertisement.sorhetoriciansincludingsimile,metaphor,metonymy,hypobole,personification,punandsoonarealwaysusedinadvertisement.Forexample:
1.)Today,SakuraBankislikeathrivingsakura.
2.)Unlikeme,myRolexneverneedsarest.
3.)IamMoresatisfied!
4.)Moresunandairforyoursonandheir.
Thefirstoneisanadvertisementofabank,anditusessimile(like).Tocomparebankaslushassakura.Thesecondoneusepersonificationtoshowthatthewatchjustlikeapersonthatneverstopdoingwork.thethirdandfourthoneallusepun,Moreisalsothenameofakindofcigaretteandalsoitmodifiessatisfied;
sunandson,airandheirarehomonymies.theyarepun.
III.TranslationofAdvertisement
InexceptionofmasteringrequirementsinthetranslationwiththeadvertisingEnglish,inaddition,weshouldalsopayattentiontotheprinciplesofadvertisementtranslation,techniquesandmeansoftranslationtoexpressthecharacteristicsoftheadvertisementwords,allowingthetextoftranslationtoachievevividform.(GuoFuqiang,2000:
54-67)
3.1.ThePrinciplesofAdvertisementTranslation
Advertisingtranslation,asatypeofinterculturalcommunicationandanewfieldofstudy,isreceivingmoreandmoreattentionthaneverbefore.However,thetheoreticalstudyonthisnewfieldoftranslationisstillfarfromsatisfactory.AccordingtothepurposeandcharacteristicsoftheEnglishadvertisement,thetranslationshouldbebasedontheprinciplesprecise,vivid,newandbeautiful.(FangMengzhi,2004:
235-236)
3.2TheStrategiesofAdvertisementTranslation
3.2.1.LiteralTranslation
Literaltranslationreferstotheoriginalgrammaticalstructureoflanguageturnedintotargetlanguagesintheclosetcorrespondingstructure,butthevocabularyisstillwithonebyone,withouttakingintoaccountthecontext.
Forexample:
Thelabelofachievements.
Blacklabelcommandsmorerespects.
Translation:
Thelabelofachievements,Blacklabelcommandsmorerespects.
ThisisanadvertisementofWhiskey,Labelhasadualmeanings:
oneisthat“label”;
theother“thebrandofwine”—BlackLabel.Thisadvertisementstressestheimageofassociationbetweenwineandsuccess,aswellascanbeeasilyrememberedbypeople.
Withfinishingthetranslationwiththestrategyofliteraltranslation,themessageisveryclear.Whenliteraltranslation,wemustpayattentiontosomeEnglishidiomsandphrasesappearedonthesurfaceandChinesecustom,butwhichisactuallynottrue.Whiletranslatingtheadvertisement,weshouldcarefullycomparesemanticcharacteristicsofcorrespondingEnglishandChinesewordswithidentifyingtheirexactmeaning.
3.2.2.FreeTranslation
Freetranslationgenerallytakestheoriginalcontexttoinsteadofitsform,whichi