An Analysis on the Linguistic Features and TranslaWord格式.docx

An Analysis on the Linguistic Features and TranslaWord格式.docx

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Peopleliveinaworldofadvertisement.Aspotentialconsumers,theyareendlesslybombardedwithallkindsofproductsorserviceadvertisementsfromvariousmediawhichincludesnewspapers,magazines,broadcast,televisionandtheinternet,etc.Thebasicelementsofanadvertisementareheadline,illustration,sloganandtrademark.Oneofthemostvisiblestimulationtowhichconsumersareexposedistheadvertisingslogan.However,duetotheuniquestyleandcharacteristicsofadvertisingslogan,aswellasitsintimaterelationshipwithsocietyandculture,itwouldbeagreatchallengeforthetranslatortomakeatranslationofanadvertisingsloganbothaccurateandattractive.

Thethesisiscomposedofthefollowingchapters:

ChapterOneprovidesthesignificanceandthebackgroundofthethesisandintroducestheimplementationoffurtherresearch.ChapterTwointroducesthedefinitionandlinguisticfeaturesoftheEnglishadvertisingslogans,anditprovidesreaderstherhetoricaldeviceswhichareusuallyusedintranslatingtheEnglishadvertisingslogans.Plentyofslogansarepresented.ChapterThreeintroducestherequirementsandseveralstrategiesintranslatingEnglishadvertisingslogans.ChapterFoursummarizesthewholethesis,statingthecontributionsofthethesisonthefieldofthetranslationofEnglishadvertisingslogansandpointingoutthelimitationsofthethesiswithsuggestionsonfutureresearchefforts.Thestudy,farfromcomprehensiveasitwere,isintendedfortranslatorsforfurtherresearchinthisfield.

Keywords：

advertising;

characteristicsofEnglishadvertisingtexts;

translationprinciples;

literaltranslation;

freetranslation

浅析英文广告语的语言特点及其翻译

摘要

随着中国加入世界贸易组织，我国经济飞速发展。

在经济全球化不断推进的同时，越来越多的中国企业以及商品成功进入国际市场。

与此同时，大量的外国企业带着他们的产品不断进入国内市场。

在这场激烈的产品市场争夺战中，商家们使出了浑身解数，而广告则是他们不可缺少的最有力的武器之一。

一则优秀的广告，不但可以为企业塑造良好的自身形象，而且可以提高企业产品的市场占有率。

因此，各个国家、各个企业每年都会支付一笔庞大的费用来制作符合企业产品形象需求的广告。

在经济全球化的21世纪，广告宣传的国际化趋势将会越来越明显，其竞争也必将越来越激烈。

在人们的日常生活中，广告随处可见。

无论是打开电视机、收音机，翻开一本杂志、一份报纸又或者是走在街上、坐在车上，我们都会发现各式各样的广告。

而对于一则广告而言，广告口号则是不可缺少的。

它是广告者从长远销售利益出发，在一定时期内反复使用的特定宣传语句。

一句简短而有力的神来之笔往往会吸引人们稍纵即逝的注意力，使某一企业或品牌牢驻消费者心中。

然而，由于广告标语的独特风格，以及其与社会文化紧密联合的特点，能否准确的翻译出一则优秀的广告语对于翻译者来说是一项巨大的挑战。

本文由四部分组成：

第一章，概论。

简要介绍了本文的背景知识及其重要性。

第二章，文献综述。

主要归纳了英语广告口号的定义，并通过大量的举例从词汇、句法、修辞的角度对英语广告口号的语言特点加以分析研究。

第三章，英语广告口号的翻译策略。

主要介绍了直译法、意译法、借译法等集中常见有效地翻译方法。

第四章，总结。

本章对全文内容加以总结。

本文旨在研究英语广告语的语言特色，从而准确翻译英语广告语。

关键词：

英语广告语；

英文广告语的语言特色；

翻译原则；

直译；

意译

TableofContents

ChapterPage

1Introduction1

1.1SignificanceoftheResearch1

1.2OverviewoftheThesis2

2LiteratureReview3

2.1TheDefinitionofEnglishAdvertisingSlogans3

2.2TheLinguisticFeaturesoftheEnglishAdvertisingSlogans3

2.2.1LexicalFeatures4

2.2.1.1FrequentUseofMonosyllabicVerbs4

2.2.1.2FrequentUseofAdjectives5

2.2.2SyntacticalFeatures5

2.2.2.1FrequentUseofSimpleSentence6

2.2.2.2FrequentUseofInterrogativeSentences6

2.2.2.3FrequentUseofImperativeSentences7

2.3TheRhetoricalDevicesinTranslatingEnglishAdvertisingSlogans7

2.3.1SimileandMetaphor8

2.3.2Rhyme9

2.3.3Personification10

2.3.4Pun10

2.3.5Repetition12

2.3.6Parody12

3TheStrategiesinTranslatingEnglishAdvertisingSlogans14

3.1TheRequirementsforTranslators14

3.1.1LanguageCompetence14

3.1.2KnowledgeoftheProducts14

3.1.3CulturalKnowledge15

3.2TheStrategiesofTranslatingEnglishAdvertisingSlogans16

3.2.1LiteralTranslationMethod16

3.2.2FreeTranslationMethod18

4Conclusion21

Bibliography23

Chapter1

Introduction

1.1SignificanceoftheResearch

Peopleliveintheageofadvertising.TheexpansionofinternationaltradebetweenChinaandmanyothercountriesmakesitincreasinglysignificantforustounderstandandtranslateEnglishandChineseadvertisementslogans.Howwonderfultheworldofadvertisingis!

Exquisitepictures,flowerywords,hauntingmusic,allthesecontributetoaworldofbeauty,aworldofmiracles.Lovingbeautyisanessentialpartofhumannature.

WithglobalizationoftheworldeconomyaswellasChina'

sentryintoWTO,notonlycanweChinesebenefitgreatlyfromthehighqualityproductsimportedfromforeigncountries,butalsoournationalproductsareenteringtheinternationalmarketonalargescale.Asisknowntoall,thefiercecompetitionontheinternationalmarketliesnotonlyinthequalityoftheproduct,butalsoinagoodservice,agoodbrandreputationandagoodcompanyimage.Advertisingisanimportantwayofgoodpromotion.However,manytranslatedadvertisementsarestillnotsatisfactory.Someofthemcan'

tprovidecorrectandfullinformationofadvertisedproducts,andsomearepuzzlingusduetothediversityofcultures.Althoughtherearesometranslationtechniquesandtheoriesinadvertisingtranslation,yetuptonow,noclearandpracticalprinciplesareprovidedfortranslationofadvertising.Accordingly,itisimperativetoprobeintothetopicofEnglishadvertisingtranslation.

1.2OverviewoftheThesis

ThisthesisisintendedtoexplorethemajorcharacteristicsofEnglishadvertisements,toproduceatheoreticalframeworkforadvertisingtranslationstudy,andtoguidetranslationofEnglishtextsintoChinese.Inthefollowingparts:

adiscussionofthemajorlinguisticfeaturesofEnglishadvertisingtextisfirstconductedfromthreeperspectives:

lexical,syntacticandrhetoricalaspects.Then,accordingtotheuniquefeaturesandpurposesofadvertising,twomostusualmethods-literaltranslationandfreetranslation-areusedtotranslateEnglishadvertisements.Moreover,analysesandtranslationofseveralEnglishexamplesemployedinthisthesisdemonstratethattheprinciplesandmethodsarepracticalandapplicable.

Chapter2

LiteratureReview

2.1TheDefinitionofEnglishAdvertisingSlogans

Advertisingsloganreferstothenon-personalcommunicationofinformationusuallypersuasiveinnatureaboutproductsorcommodities,serviceorideasthroughvariousmedia.Theterm“advertise”originatesfromtheLatinword“advertere”,withthemeaningofattractionpeople'

sattention.AccordingtoLongmanDictionaryofAmericanEnglish,advertisementmeans“anoticeofsomethingforsale,jobpositiontobefined,roomtorent,etc.asinanewspaper,ontelevision,orpostedonawall”（Gray,2005,123）.Nowadays,manyothertexttypes,suchastouristbrochures,arealsoreferredtoasadvertisingmediainmanypublications.

2.2TheLinguisticFeaturesoftheEnglishAdvertisingSlogans

Apictureofourmoderncommercializedsocietywouldbeincompletewithoutadvertising.Sinceadvertisingpossessesfunctionsofimmediateimpactandrapidpersuasionwithahighcommercialvalueandaestheticvalue.Therefore,anadvertisementmustbeattractive,creative,persuasiveandimpressive.Amongthemanyadvertisingfactors,languageisthecoreofallsuccessfuladvertisements.Advertisingbearsastrongpersuasivepower.Asaspecialappliedlanguage,advertisinglanguagedisplaysitsdistinctivefeaturesinmorphology,syntaxandrhetoricaldevices.Inthisthesis,thesefeaturesofEnglishadvertisingwillbebrieflyapproachedfromthelexical,syntacticandrhetoricalperspectives.

2.2.1LexicalFeatures

Theglamourofadvertisingcomesfromthenoveltyanddistinctivenessofitslanguage.Asameansofconveyingmessages,advertisinglanguageisusuallyconcise,vividandemotional.Successfuladvertisementsalwaysleaveadeepimpressionontheirreaders.

2.2.1.1FrequentUseofMonosyllabicVerbs

Monosyllabicverbsareshortandrhythmical.Theyareeasytopronounceandremember.Theyalwaysmakeadvertisingtextsconcise,vividandsimple.

G.N.Leech（1966,153）liststhemostcommonlyusedverbs:

make,come,love,like,get,go,use,give,know,feel,have,take,see,start,busy,need,taste,etc.Ofcourse,nowadayspeoplecanfindmanymorefrequentlyusedmonosyllabicverbslikebe,do,call,try,use,show,help,prove,mean,meet,suit,save,choose,build,grow,etc.

Theseverbsareabsolutelynecessaryinourdailylife.Theyhelppersuadecustomerstobuytheadvertisedproducts.Althoughtheseverbsaredifferentinmeaningaswellasingrammaticalfunctions,eachofthemshowsacertainrelationshipbetweentheadvertiser（ortheadvertisedproducts）andthecustomers.Theverbs“have”,“buy”,“get”,“give”,“keep”showthecustomers'

gainingandpossessingaproduct;

theverbs“take”,“use”