英汉公益广告翻译中的语境分析Word文档下载推荐.docx

英汉公益广告翻译中的语境分析Word文档下载推荐.docx

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这就需要在各种语境中来把握。

这篇文章主要阐述了如何通过语境分析来把握其语言的准确性，分析了英语广告的语言特点及公益广告在各种语境中的翻译。

文章的第一部分,从英语广告的词汇特点，句法特点和修辞特点的三个方面介绍了英语广告的特点。

加深了对英语广告的理解，以便于针对其特质进行翻译研究。

文章的第二部分则是从公益广告的特点及发展两个角度大概探讨了国内外的公益广告，以便对公益广告有个大概的了解。

文章的第三部分则是集中于语境的分析。

想要了解语境在公益广告翻译中所起的作用，就必须对什么是语境及总共有哪几种语境有较为全面的了解。

同时，语境和语义之间的关系也对翻译有着直接的影响，因为对语义的理解和翻译在翻译工作中占了很大的比例。

文章的第四部分，介绍在言辞语境中、副言辞语境、社会文化语境各种语境中的公益广告翻译的翻译。

关键词:

公益广告语境翻译

ContextualAnalysisoftheTranslationofEnglishandChinesePublicServiceAdvertisements

Abstract

Withthedevelopmentofglobaleconomyandtheincreasingeconomicandculturalexchangewithforeigncountries,advertisingnotonlyisawayofpropagandizingandtransmittinginformation,butalsohasbecomeaglobalformofcommunication.Excellentadvertisementsneedthesupportofgoodadvertisinglanguages,sotheaccuracyoftranslationisnecessary.Thisarticleismeanttopresenthowtograsptheaccuracythroughcontextualanalysis,andrevealtherelationshipbetweenthecontextandthetranslationofpublicserviceadvertisements.

Thisthesisismadeupoffourparts.Inthefirstpart,theauthoranalyzesthefeaturesofEnglishadvertisements,includingthelexicalfeatures,thesyntacticalfeaturesandtherhetoricalfeatures.Thesecondpartisaboutthepublicserviceadvertisements.Inthispart,theauthorresearchesintothefeaturesofpublicserviceadvertisementsandthedevelopmentofpublicserviceadvertisements.Inthethirdpart,thecontextisintroduced.Asanimportantelementofcommunication,contexthasanimportantimpactoncommunication.Itplaysaclearroleofconstrainingandimpactingonthemeaningofthewords,especiallytheillocutionarymeaning.Inthispart,thedifferenttypesofthecontextaregiven.Besides,thecontextandsemantics,antthecontextandtranslationarebothanalyzedintodetails.Theforthpartisonthetranslationofpublicserviceadvertisements.Inthispart,theauthormainlystudiesfromtheperspectivesoflinguisticcontext,thepara-linguisticcontextandthesocialculturalcontext.Whenwetranslatesomething,wehavetounderstandtheoriginaltextinthecontext.Wemustconjecturetheauthor'

sideasandinsightsinthecontext,sothatwemayruleoutthepossibleexistenceofambiguousnessandvague,reproducetheoriginalstyleandmakeagoodtranslation.

Keywords:

context,translation,publicserviceadvertisement

Contents

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

1.ThefeaturesofPublicServiceAdvertisements…………………………………………..1

1.1ThefeaturesofEnglishadvertisements……...………………………………………….1

1.2PublicServiceAdvertisements…….……………………………………………………5

2.Context……………….………………………….………………………………………….8

2.1Typesofcontext………………………………………….……………………………..8

2.2Contextandsemantics………………………………………….……………………...12

2.3Contextandtranslation………………………………………….…………………….13

3.Thetranslationofpublicserviceadvertisements……………………….………………14

3.1Thetranslationinlinguisticcontext……………………………………………………15

3.2Thetranslationinpara-linguisticcontext……………………………….……………...15

3.3Thetranslationinsocialculturalcontext………………………………………………16

Conclusion………………………………………….………………………………………..16

WorksCited………………………………………….……………………………………...18

Introduction

Nationalstudiesofadvertisingtranslationbeganintheearly90'

sofficially.Intermsofthecontentofstudying,peoplefocusedontheproblemsexistingintheadvertisingtranslationintheinitialstage.Andthentheystudyfurther,theybegantostudytheprinciplesandstandards 

ofadvertisingtranslation.Theexpertspresentvariousofideasbutfewofthemfocusedonpublicserviceadvertisement.

However,asaresultofavarietyofreasons,therearealotofmistakesinadvertisingtranslation.Thetranslationisalwaysinappropriateandinconsistentwiththecustomaryexpression.Asanapplicationlanguage,advertisingtranslationshouldseektobeaccurateandexpressthewordsandphrasesprecisely.Soweshouldgrasptheaccuracyoftranslationinitscontext.Furtherstudyingontheapplicationofcontexttheoryinadvertisingtranslationhasacertaindegreeofpracticalsignificancefortheinternationaldevelopmentofadvertisingindustry.Publicserviceadsarebecomingincreasinglyinternationalized.Inadvertisingindustry,Iwillfocusonpublicserviceadvertisement.

1.TheFeaturesofPublicServiceAdvertisements

TograspthelinguisticfeaturesofEnglishadvertisementwellisanimportantmeansofplanningandcreatingadvertisementbetterandintroducingthegoodstotheinternationalmarketefficiently.Atthesametime,itcontributestounderstandandgraspthedevelopingtrendsoftheforeigngoodsexactlyandgetmoreinformation.Inthispart,IwillstudythelinguisticfeaturesofEnglishadvertisementthroughthelexis,syntaxandrhetoric.

1.1ThefeaturesofEnglishadvertisements

1.1.1LexicalFeatures

（1）Simpleandpopular

ThewordsusedinEnglishadvertisementmustbesimpleandpopular.WeshouldusemorepopularwordsusedinoralEnglishandgiveuptheobscure,difficultwords,sothattheconsumerscanunderstanditeasily.Suchas:

Loseounces,savepounds.

Inthefoodadvertisement“Loseounces,savepounds”,theword“pound”canmeantheunitofcurrencyortheunitofweight.Sothattheconsumercanseethatthefoodischeapandwouldnotmakeyoufat.Itisveryeasytounderstand.

（2）Coinwords

IntheEnglishofadvertisement,thecreatormayspellthewrongwordsonpurposeoraddtheprefixorsuffixtothebasicwords,sothatthewordsmaybecomelively,interestingandattractive.Althoughthenewwordsaredifferentintheform,thebasicmeaningsstillexistandsomeinformationaboutthegoodscanbeadded.Atthesametime,theconsumersalwaysthinkthatiftheadvertisementhascreativewords,thegoodsmustbealsospecial.

Suchas:

GiveaTimextoall,toallagoodTime.ThisistheadvertisementofthewatchwhichiscalledTimex.WecanseethatTimex=Time+Excellent.Itemphasizesonthefeatureofthiswatch.Thatispunctuality.

Anotherexample:

Fortwogethertheultimateallinclusiveonepricesunkissedholiday．Theword“twogether“comesfromtheword“together“.Itmeansthattwopeoplearetogether.Apparently,thiswordnotonlypresentsthebasicmeaningbutalsobecomemorevivid.

Thereisanoutdooradvertisement“Whatcouldbedelisherthanfishes?

”Thedesignerofthisadvertisementcreatedthenewword“delisher”.Sothatitcanbearhymewiththeword“fishes”intheback.Anditalsocombinedtheword“delicious”andtheword“dishes”.Wecanunderstandthemeaningbothfromthepronunciationandtheform.

（3）Emotionalwords

Theultimategoalofadvertisingistoenableconsumerstobuytheirproducts.Sousingmoreemotionalwordscanbemoreefficient.Thereisanadvertisementofcomputerlikethis“Wedoalotofthingstocomputersystems.Wefinance.Weleasethem.Weupgradethem.Weconfigurethem.Weimprovethem.Wecustomizethem.Weassertthem.Wepackagethem.Westorethem.Wedeliverthem.Weprotectthem.Weinstallthem.Wenetworkthem.Weintegratesthem.Wesupportsthem.Weservethem.”

Thisadvertisementusesalotofemotionalwordswhichcanmaketheconsumerswanttobuy.

1.1.2SyntaxFeatures

（1）Simplesentences

Thelanguageofadvertisementmustusetheleastlayoutandthemostrefinedlanguagetopassonthemostinformationandarousethedesireofconsumerstobuyinthemosteffectiveway.Fromtheprogrampointofview,itisalsoinlinewiththeEconomyPrinciplewhichisproposedbyLeech（1983:

67）.Leechsaidifonecanshortenthetextwhilekeepingthemessageunimpaired,whichreducestheamountoftimeandeffortinvolvedbothinencodingandindecoding.Sothelanguageofadvertisementshouldusethesimplesentencesratherthanthecomplicatedlongsentences.

Thereisahoteladvertisementlikethis“GoingEast.StayingWestin”.Ithastwosimplesentences,nosubject-predicatestructure,symmetricalwordsandlivelyrhythm.Westinisthenameofthehotelandsoundslikewestwhichassociateswiththeword“east”.

Anotherexamplelikes“ADiamondisforever”.Thisisajewelryadvertisement.Itissimplebutphilosophyandmeaningful.Itcanmaketheconsumersthinkfurther.Thevalueofdiamondispermanent.Theword“forever”isenoughtopresentthisfeatureofdiamond.

Onemoreexamplelike“We’vehiddenagradeofvegetablesinthepie”.Thisisanadvertisementofvegetablepie.Althoughthissentenceissimple,itcatchesthefeatureoftheproduct.Consumerscanunderstandatonce.Anditisalsoveryfunnysothatitcanreallyattracttheconsumers.

（2）Imperativesentences

Imperativesentencesplayaroleofpersuadingdirectlyandadvocatingstrongly.Theadvertisersalwaysusethetoneofrequesting,suggestingandadvocatingtomobilizetheconsumerstobuytheproductintheadvertisement.

Herearesomeexamples.First,“Getthefeeling”.ThisistheadvertisementofSportsIllustrated.ItistotallyspokenEnglish.Thereareonlythreewordsbutitisfullofinfectiousandattractive.

Second,“Comeandsitwithmeawhile”.Thisisanadvertisementofscenicspots.Thetoneofrequestingsoundsgentleandkind.Itmakespeoplefeelwarmandcannothelptoreceivetherequest.

Third,“CometoourFruice”.Thisisanadvertisementofjuice.Itsoundslikeafriendwhoistalkingtoyousincerely.Sothatyoucannotrefusehissuggestion,refusethetemptationandthepersuasionintheadvertisement.

（3）Questions

Usingq