英语广告口号翻译技巧探析文档格式.docx

英语广告口号翻译技巧探析文档格式.docx

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第一部分，论述归纳广告及广告口号的定义，以及翻译英语广告口号的总体原则。

在第二部分，作者在广告口号语言特征上做分析，分别从词汇及句法着手。

第三部分，作者就英语广告口号本身的特征分析它们各自的翻译技巧。

主要的翻译方法为直译及意译。

然而，在意译的翻译方法中作者总结出四种适合英语广告口号的翻译技巧：

（1）巧用汉字的四字结构，

（2）扩展词或句子为一句话，（3）适应性及意译，（4）借用汉语的熟悉表达方式。

第四部分，作者将就分析数据提出广告口号翻译上的几点建议。

最后，综述本研究。

这一研究表明，广告口号的翻译是一个细致的问题。

但如果领会到目标语言的习惯，迎合目标语言人们的审美心理，还是可以总结出恰当的翻译方法的。

通过这一研究，作者意在了解英语广告口号的翻译特征并把总结出的翻译技巧应用到今后的翻译实践中。

关键词：

广告口号，翻译标准，翻译方法

Abstract

Advertisingisoneofthemarketingstrategiesintheinternationalbusinessactivities.Advertisementexistseverywhereandinfluencesuseveryday.Sothetranslationofadvertisingbecomesmoreandmoreimportant.However,theadvertisingsloganhasthefunctionofstimulationandpropagandizing.Anditalsodeepenstheimpressionoftheproducts.Theslogancanmaintainapieceofadvertisementcontinuous.Thegoodsloganspreadswidely,continuesmanyyears.Itcanmaketheconsumersformafixedgoodimagetoboththeproductionsandtheenterprises.Therefore,itisveryimportantandmeaningfultoknowthelinguisticfeaturesofEnglishadvertisingslogananditstranslationstrategies.

TheresearchaimstoexploresomestrategiesoftranslatingEnglishadvertisingslogan.ApreliminarystudyistobemadeonthebasisoflinguisticandculturalfeaturesofEnglishadvertisingslogan.Intheprocessofanalyzing,theauthorwantstodrawaconclusionoftheapplicabletranslationskillsandstrategiesinthefieldofEnglishadvertisingslogantranslation.

Theresearchconsistsoffourparts.Inthefirstpart,theauthorwillsearchthedefinitionofadvertisinganditssloganaswellassomegeneraltranslationprinciples.Inthesecondpart,theauthorwilltalkaboutthelinguisticfeaturesofEnglishadvertisingsloganfromitslexicalandsyntax.Inthethirdpart,theauthorwillmainlydiscussthestrategiesoftranslatingtheslogansinEnglishadvertising.Therearetwomaintranslationmethods:

LiteraltranslationandFreetranslation.However,theauthorfindsfourproperwaysinthefreetranslationtotranslatetheEnglishadvertisingslogan:

（1）UsingChinesefour-characterstructure,

（2）Expansionwordorphraseintosentence,（3）Adaptationandinterpretation,（4）TranslationbyborrowingfamiliarChineseexpressions.Finally,theauthorwillputforwardsomesuggestionsinthetranslationofEnglishadvertisingslogananddrawconclusionsoftheresearch.

TheresearchshowsthatEnglishadvertisingslogantranslationisadelicatesubject.Butappropriatetranslationstrategiescanbefoundifonesaysawareofthecultureandlinguisticdifferenceinthetargetlanguagereaders.

Bycarryingoutthisresearch,theauthorhopestogetaclearpictureoftheskillsthatusedinthetranslationofEnglishadvertisingsloganandmotivatetheauthor’sfutureinterpretationcareerbyputtingforwardsomepracticaltranslationstrategies.

Keywords:

Englishadvertisingslogan,Strategiesoftranslation,Standardsoftranslation

TableofContents

Pages

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

1.1ProjectBackground……………………………………………………….

1.2ProjectObjective……………………………………………………………

1.3ProjectOrganization..............................................................................................

1

1.1………

2.Rationale……………….…………………………………………….

2

2.1Definitionoftworelevantterms…………………………………………….

2.1.1DefinitionofAdvertising……………………………………

2.1.2Definitionofslogan………………………………………….

3

2.2PrinciplesofTranslatingEnglishAdvertising……………………………

2.3CharacteristicofEnglishAdvertisingSlogan…………………………...

2.3.1Words…………………………………………………………..

2.3.2Syntax…………………………………………………………..

2.4TranslationStrategiesDataDescription…………………………………….

4

3.DataDescription………………………………………………………

5

4.DataAnalysis………………………………………………………………….

4.1LinguisticcharacteristicsofEnglishAdvertisingSlogan…………………

4.1.1Lexicalcharacteristics………………………………………….

4.1.2NounPhrase…………………………………………………….

4.1.3Adjectives………………………………………………………..

4.2SyntaxCharacteristic……………………………………………………………

4.2.1SimpleSentence………………………………………………..

4.2.2ImperativeSentence……………………………………………

4.3TranslationStrategies……………………………………………………………

4.3.1FreeTranslation………………………………………………...

4.3.1.1UsingChinesefour-characterstructure………………….

4.3.1.2Expansionwordorphraseintosentence…………………

4.3.1.3Adaptationandinterpretation.…………………………..

4.3.1.4TranslationbyborrowingfamiliarChineseexpressions...

4.3.2LiteralTranslation……………………………………………

5.ResultsandSuggestions…………………………………………..

5.1Results……………………………………………………………………………..

5.2Suggestions……………………………………………………………………….

6.Conclusion……………………………………………………………..

6.1Objectivesandproceduresoftheresearch…………………………………

6.2ResultsandLimitations………………………………………………………..

Bibliography……………………………………………………………….

Appendix:

TheselectedEnglishadvertisingslogansandtheirtranslations……………………………………………….

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APreliminarystudyonStrategiesoftranslatingtheslogansinEnglishadvertisingintoChinese

1.Introduction

1.1ProjectBackground

Withthedevelopmentofeconomyandthetrendofglobalization,enterprisesbegintolaunchsimilarproductsintothemarket,whichcausessharpcompetitionamongenterprises.Theyallmakegreatefforttoproducehighqualitygoodsandservicetoattractcustomers.Soitmayseemtobeverydifficultforcustomerstodistinguishbetweencountlesssimilarproductsandservice.Therefore,theenterprise’ssloganisconsideredtobeanessentialfactortomakethecustomersremembertheproductsandevenbuytheproducts.Thesloganhelpstoestablishtheimageoftheenterpriseaswellasenhancethecompetitivenessofitsproducts.Sotheenterprisesneedperfectslogantranslation.

1.2ProjectObjective

TheresearchisintendedtodiscoverthestrategiesoftranslatingthesloganinEnglishadvertising.AtentativestudyistobemadebetweencertainEnglishadvertisingslogansandtheirChineseversions.Attheendofanalyzing,theresearcherhopestodrawconclusionsontheapplicableskillsintheareaofEnglishadvertisingslogantranslation.

1.3ProjectOrganization

Theresearchpaperconsistsoffourparts.Inthefirstpart,itmadeabrieflyintroductiontothedefinitionofadvertisingandadvertisingslogan.AndintroducethestandardsoftranslatingtheEnglishadvertisingslogan.

Inthesecondpart,theauthorwilltalkaboutthelinguisticfeaturesofEnglishadvertisingsloganfromitslexicalandsyntax.Inthepartoflexical,theresearcherwillfocusonword-relatedfeaturesofEnglishadvertisingslogan.Astothesyntax,theresearcherwillanalyzeitsstructureintermsofsimplesentenceandimperativesentence.Theauthorwillelaborateontheirfeaturesindividuallyaccompaniedbyadequateexamplesandtheirtranslations.

Inthethirdpart,theauthorwillmainlydiscussthestrategiesoftranslatingtheslogansinEnglishadvertising.Therearetwomaintranslationmethods:

literaltranslationandfreetranslation.However,theauthorfindsfourproperwaysinthefreetranslationtotranslatetheEnglishadvertisingslogan:

（1）UsingChinesefour-characterstructure,

（2）Expansionwordorphraseintosentence,（3）Adaptationandinterpretation,（4）TranslationbyborrowingfamiliarChineseexpressions.Eachofthemwillgowithabundantexamples.

Finally,theresearcherwillgetabriefconclusionoftheresearchandlookforwardtothefuturetranslationofEnglishadvertisingslogan.

2.ProjectRationale

2.1Definitionoftworelevantterms

2.1.1DefinitionofAdvertising

AstheresearchisintendedtoconcludesometranslationstrategiestowardEnglishadvertisingslogan,andsloganbelongstoadvertising,sothereistheneedtoknowthedefinitionofadvertising.

AccordingtoWangYanxi（2004:

6）,fromherworkEnglishAdvertising,Theword“advertising”comesfromLatinword“advertere”,whichmeanstocallonthepublicattention.Atthepresenttime,therearedifferentexplanationsofadvertisingfromdifferentcountries’scholars,butthebasicmeaningofitissimilar.ThefamousAmericanMarketingAssociationgivesthedefinitionis:

Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

2.1.2Definitionofslogan

Thewordsloganisfirstcomfrom“slughgairm”,whichhasthemeaningofbattlecry,intheworkofCuiGang’sACoursebookonPragmaticTranslation（1993:

229）.InChinese“标语”（biaoyu）and“口号”（kouhao）areexpressedwiththesameword---sloganinEnglish,accordingtoSongHong’sworkAdvertisingEnglish–ReadingandAppreciation（2006:

15）.TheOxfordDictionaryexplainsitasawordorphrasethatiseasytoremember,usedasamoto,e.g.byapoliticalpartyorinadvertising.Sothefeatureofsloganisstrikingandeasy.

2.2PrinciplesofTranslatingEnglishAdvertising

AccordingtoHeSanning（2005:

189）,inhisworkAPracticalCourseinEnglish-ChineseTranslation,Thegeneralprinciplesofadvertisingslogantranslationshouldbesmoothness,precisionandconciseness.

SmoothnessmeanstousesmoothandnaturalChineseexpressionsthatChinesecustomerscanaccepttogivetheinformationaboutaproduct.

Precisionisalsodemandedbytheslogan’sfunctions.Ifthemeaningoftheorigi