广告类文本翻译存在的文化过滤问题及其解决方案Word文档下载推荐.docx

广告类文本翻译存在的文化过滤问题及其解决方案Word文档下载推荐.docx

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广告被当做是一种独特的文化载体，它在经济、文化传播中的作用也越来越显著。

本文以跨文化背景中的广告类文本翻译为研究对象，通过文化翻译观，运用实例分析广告类文本翻译过程中存在的语用失误、禁忌语使用不当、联想差异等问题。

根据文化翻译观原则，提出翻译者应通过注重文化移情、了解英语国家的禁忌语以及考虑外国人的思维方式来解决上述问题。

关键词：

广告类文本；

汉英/英汉翻译；

文化过滤；

问题；

解决方法；

Abstract

Abstract:

Withtheincreasinglyfastdevelopmentoftheglobalizationofeconomy,China’seconomicandculturalexchangeswithothercountrieshavebecomemoreandmorefrequent.Advertising,asaspecialcarrierofculture,playsaleadingroleineconomicandculturaltransmission.Baseontheculturaltranslationtheoryandcaseanalysis,itmainlyelaboratesonthepragmaticfailures,inappropriateuseoftaboosandassociativedifferencesamongtheadvertisingtexttranslation,aimingtoprovetheimportanceandvalueofculturalfilteringonadvertisingtexttranslation.Accordingtoculturaltranslationtheory,thepapertriestoprovidesomesolutionsfortranslatorstosolveproblemslikethat，suchasadoptculturalempathy,knowmoreaboutEnglish-speakingcountries’taboosandpayattentiontoforeigners’wayofthinking.

Keywords:

Advertisingtext;

C-E/E-Ctranslation;

culturalfiltering;

problems;

solutions；

Chapter1Introduction

1.1Researchvalueofstudy

Withthefiercedevelopmentofeconomicglobalization,China’seconomicandculturalinteractionswithEnglish-speakingcountriesaregrowing.MoreandmoreChineseproductswalkuptotheinternationalmarketwhileanever-increasingforeignproductsfloodintoChinamarket.Asaspecialcommunicatingformthatconnectscorporationsandcustomers,advertisingcannotonlyhelpcustomersknowtheproductsbetter,butalsohelpcorporationsestablishagoodcorporationimagetoexploreforeigncommoditiesmarket.Besides,advertisingisaculturalexchangeprocesswhichisconstantlyaimingatupholdinganoteworthyaccomplishmentofdifferentcountries’languages,values,conventions,nationalcharacteristics,etc.Thebasictraitofcultureisrepresentedinamorecomprehensiveandthoroughway.（Wang,2007:

11）However,becauseoftheculturalandhistoricaldifferencesbetweenChinaandsomeEnglish-speakingcountries,theEnglishadvertisinghavesomeculturalfactorsthatarenotinconformitywithChinesecustomers’tastes,sodoestheChineseadvertising.

FromtheviewpointofSusanBassnett’sculturaltranslationtheory,thepaperattemptstoanalyzetheculturalfilteringonadvertisingtexttranslationwhichincludestrademarks,slogans,etc.Culturalfilteringisaninevitablephenomenoninadvertisingtexttranslation,includingtheculturalfilteringofvalues,linguisticsymbols,etc.Agoodtranslatedtextadvertisementcanhelpthecompanysellproductseasierandenhancecorporation’spopularity.

1.2Methodofstudy

Fromtheperspectiveofculturalfiltering,thepapermainlyanalysestheinappropriateadvertisingtexttranslation.Thepurposeofthisstudyistoprovideafurtherunderstandingonhowculturalfilteringinfluencesadvertisingtexttranslation.Thepapermainlyreliesontwomodes.Thefirstisliteratureanalysiswhichgivesthethesistheoreticalsupport.Thesecondisspecificanalysiswhichanalysesthespecificadvertisingtexttranslation.

1.3Organizationofstudy

Therearesixchaptersinthispaper.Chapteroneisanintroduction.Thevalueofstudyandmethodofstudywillbegiveninthischapter.Chaptertwoisliteraturereview.Thispartmainlytalksaboutpreviousresearchonadvertisingtexttranslation,bothathomeandabroad.Unsolvedproblemsofpreviousresearchwillalsobementioned.Chapterthreeisaboutproblemsexistinginculturalfilteringwhichwillinfluenceadvertisingtexttranslation.Inthischapter,severalspecificadvertisingtexttranslationexampleswillbegiven.Chapterfourisabriefintroductionofculturaltranslationtheory,concludingthedevelopmentandcoreofculturaltranslationtheory.Thefifthchaptermainlytalksabouthowtouseculturaltranslationtheorytosolveproblemsexistinginculturalfiltering.Thelastchapterisconclusion.Itsumsupthefindingsandlimitationsofthisthesiswillalsobementioned.

Chapter2Literaturereview

Asarelativelynewresearchfieldintranslationstudies,differentfromtheliterarytranslation,advertisementtranslationdoesnothavelonghistoryeitherintheoryorinpractice.Nevertheless,ithasbeendevelopedrapidlybothathomeandabroad.Agreatnumberofpriorstudieshavebeencompletedinthisspecificrealm.Inthisthesis,thewriterjustsummarizestheoneswhospeciallyfocusedonadvertisementtranslationandpresentsthedevelopmenttrackofadvertisementtranslationstudies.

2.1Previousoverseasresearchonadvertisementtexttranslation

HurbinP.（1972）wasthefirstpersonwhobroughtuptheexpression“advertisementtranslation”intranslationstudiesinhispieceofwritingPeut-ontraduirelaLanguedelaPublicité

.ThearticlewasaddressedinthedayswhenEugeneNida’sviewofequivalencewasprevalentintheresearchoflinguistictranslation.Heproposedatheorythatiftheglossariesfoundedonexplicitproductcategorieswereformedthentheadvertisementtranslationisprobable.What’smore,heprovidedthesignificanceofinvestigatingadvertisingtexttranslationandpresentedtoreadershisownperceptivecommentsonhowtoputtranslationintopracticesandhowtousedifferentlanguagestoconveyadvertisinginformation.

Thenduringthefollowing20years,withtherapideconomicgrowthamongdifferentareas,globalizationhasbecomeaninevitabletendencyintheeconomy,whichcertainlyinfluencedadvertisementtranslationstudies.Equivalencewasnolongthemajorconcernandfunctionalismhadtakenthecenterstageintranslationstudies.

SeguinotCandace（1995）wasthefirstpersonwhohighlightedthetranslator’sroleinthetrendofglobalizationandpointedoutthat“themarketingofgoodsandservicesacrossculturalboundariesinvolvesanunderstandingofculturalandsemioticsthatgoeswellbeyondbothlanguageanddesign”.Sheconsideredculture-specificmattersasoneofthemostproblematicpartsoftranslationontheglobalmarket;

however,shefailedtoprovideaprofoundanalysisandasatisfyingapproachtosolvethisproblem.

ThebookEnglishinAdvertising:

AlinguisticStudyofAdvertisinginGreatBritain（1966）whichwaswrittenbyGeoffreyN.Leechisregardedasthefirstbooktoanalyzeadvertisinglanguageinaperspectiveoflinguistic.Thebookisofmorescientificratherthanexpresstheauthor’sownview.GeoffreystudiesthelanguageofadvertisementwithagreatdealofexamplescollectedfromBritaintelevisionads.Heputtheemphasisonthevalueofrhetoricdevicesandsyntacticstructures,butheneglectedsocialfunctionsofadsinsomedegreebecauseofthelimitedlinguisticdevelopmentatthattime.

MethieuGuideredelveddeeperintotherelationsbetweenadvertisingandtranslationunderthecircumstancesofglobalization,andpublishedhisTranslatingAdsin2000.Sofar,thisbookmaybetheonlypublishedonewhichmainlyfocusesontheadvertisementtranslation.Itcomesintocontactwithinternationaladvertisingoftransnationalfirms,whichcallsforinterpretingtheirowncommunicationcampaignsintootherlanguages.Guidereexploredtheadvertisementtranslationwitharangeofillustrativeexamplesunderdifferentlanguagecircumstances,includingChinese.Throughsystematicstudiesaboutinternationaladsoftransnationalcompanies,Guidereputforwardanotionthattheefficacyofatranslatedadvertisementdependsonwhatthetranslatorintendingto.However,thereisanimportantquestionremainsunanswered:

howcantheefficacyofadvertisingtexttranslationbeevaluated?

2.2Previousdomesticresearchonadvertisementtexttranslation

IncomparisonwithWesterncountries,Chinahasacomparativelyshorthistoryinthestudyofadvertisingtranslationaswehadouropeningandreforminthelate1970sandjoinedWTOintheearly21stcentury.TherearethreephasesinChina’shistoryofadvertisingtranslationstudy,respectivelybeginning,development,andin-depthstudy.Eversincemid-80sinthelastcentury,studiesinrelationtothelanguageofadvertisementhasemergedinseveralmainacademicjournals.However,itwasnotuntiltheearly1990sthatthetranslationstudiesexclusivelyonadvertisementstarted.Anever-increasingamountofacademicpapersinrelationtotheissueappearedinthemainforeignlanguagejournalsontranslationstudiesandanumberofpostgraduatesembarkedonexploringitintheirpapers.

SunXiaoli（1995）isoftheopinionthatfunctionalequivalencecannotbeignoredinadvertisementstranslation.Thatistosay,thetranslatedversionofadvertisementshouldhaveequivalenteffectsontargetcustomers,justastheoriginalonedid.Onlyinthisway,canthecustomersbeimpressedwiththeproductandhavetheirwillingnesstopurchaseit.

Similarly,asfarasZhangMeifangisconcerned（2002）,whatprimarydeterminedtranslationmeansandapproachesistheexpressedintentionorfunction.Hence,theadvertisingtranslationshouldbecapableofattractingtargetcustomers’attentionsandachievingsalesgoal.Withthepurposeofavoidingpragmaticfailurestranslatorsshouldthinkabouttheculturalconnotationsandsemanticcontextcarefullyduringtheprocessofadvertisementtranslation.

LiuFagongpointedoutinhisOnPrincipleofChinese-EnglishTranslationofAdvertisingLanguage（1999）thatadvertisementtranslationprinciplesaredifferentfromthoseofliterarytranslationortechnicaltranslation.Theprimarycauseisthatadvertisinglanguagecombinestermsinamorein