从文化价值观的角度谈中美商业广告Word文档下载推荐.docx

从文化价值观的角度谈中美商业广告Word文档下载推荐.docx

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随着世界经济发展与中国对外开放的深入快速发展，中美双方在经济领域的联系日益紧密。

在商品市场推广的过程中，商业广告扮演着一个不可替代的角色。

但由于中美文化价值观的差异，进入目标市场的商品必须考虑其文化特色和受众心理，于是合适得体的商业广告翻译变得尤为重要。

因此为了更好的提高商业广告翻译的水平，打开目标市场，本文作者从跨文化的角度，从中美文化差异的根源出发，探讨商业广告语及其翻译和文化的内在关系，找出在商业广告翻译中的主要的文化价值观不同点，从而展开在这一背景下的商业广告翻译中之归化与异化的技巧，对其两者的关系及其在商业广告互译中具体运用的体现。

同时以实际案例总结出商业广告翻译的技巧在当今国际形势下的发展方向。

关键词:

文化价值观；

商业广告翻译技巧；

归化和异化

OnChineseandAmericanCommercialAdvertisementTranslationTechniquesfromtheviewofCulturalValues

Abstract:

AlongwiththeprofounddevelopmentofworldeconomyandChina’sopeningtotheoutsideworld,ChinaandAmericakeepanincreasinglycloserelationshipintheeconomicfield.Undisputedly,commercialadvertisementplaysanirreplaceablepartoftheprocessofpurchasesandsales.However,owingtotheculturalvaluesdifferencebetweenChinaandAmerica,theadvertisersshouldtaketheculturalcharactersandaudiences’mentalityintocarefulconsideration.Therefore,appropriatecommercialadvertisementtranslationbecomesparticularlyimportantnowadays.

Forthesakeofimprovingthequalityofcommercialadvertisementtranslationandmakingcontributiontoexpandingthemarket,thewriterofthispapermakesaresearchontheinnerlinkbetweencommercialadvertisementlanguage,commercialadvertisementtranslationandculturefromthepointofcross-culture.BasedontheoriginofthedifferentcultureandthecoreculturalvaluesdifferencesincommercialadvertisementtranslationinChinaandAmerica,thewritersetsaboutexplainingtheadvertisementtranslationtechniques—domesticationandforeignization,thenmakeananalysisintotherelationshipofthemandpresentstheirpracticalapplicationincommercialadvertisementtranslationunderthedifferentculturalvaluebackground.Finallythewriterpointsoutthemaintrendoftranslationtechniquesinmoderncommercialadvertisementtranslationbyusingsomeexamples.

KeyWords:

culturalvalues;

commercialadvertisementtranslationtechniques;

domesticationandforeignization

Contents

1.Introduction1

2.RelationshipbetweenAdvertisementtranslationandculture1

3.CoreCulturalvaluesinChineseandAmericancommercialAdvertisementlanguage3

3.1Collectivismversusindividualism3

3.2Respectofauthorityversusrespectofself-performance4

4.CommercialAdvertisementtranslationtechniquesunderthebackground5

4.1Conflictandcoincidencebetweendomesticationandforeignizationtranslation…………………………………....................................................5

4.2DomesticationandforeignizationinEnglish-ChinesecommercialAdvertisementtranslation6

4.2.1AdoptionofdomesticationtranslationtecniqueinEnglish-ChinesecommercialAdvertisementtranslation6

4.2.2AdoptionofforeignizationtranslationtechniqueinEnglish-Chinesecommercialadvertisementtranslation………………………………………..............................................7

5.Conclusion8

Bibliography9

Acknowledgements10

1.Introduction

Language,asapartofculturalwhole,isatoolthatcarriesandtransmitsotherculturalforms,influencingthemandatthesametimeinfluencedandshapedbytheculturalwhole.Anykindoflanguageexistedincertainbackgroundandisconditionedbythatculture.Withoutexception,advertisinglanguageisreflectiveofliterature,psychologyandaestheticsoftheculturalcommunity.Itcarriesmarksofinfluenceofthatculturalcommunity’straditioninitsworldviews,socialvalues,religionandthelike.However,duetothedifferentvaluesinchinaandAmerica,whichareoriginatedfromthedifferentreligiousbelief.Theimpotenceofaninterlinguaandinterculturalactivity,commercialadvertisementtranslationandtheinfluenceofcultureshouldnotbeavoided.DuringtheprocessofpromotingunderstandingandculturalexchangesbetweenChinaandAmerica,thestatusofcommercialadvertisementtranslationbecomesincreasinglyessential.Butrestrictionsaregivenbythecorevaluesdifferencesinthetwocountries,likethecontrastofcollectivismandindividualism,aswellastherespectofauthorityversusrespectofself-performance.Forthisreason,theauthorwillfirstlydemonstratetheinteractiverelationshipbetweencommercialadvertisementlanguage,commercialadvertisementtranslationandcultureinchapter2,thenpointoutthemaintwovaluesdifferencesinChinaandAmerica.Thecollectivismversusindividualismandrespectofauthorityversusrespectofself-performanceareseparatelystatedinchapter3.Afterthat,thetranslationtechniquesof,mainlysupportedbyNidaandVenuti,willbeanalyzedwithcasesinthisthesis,andmuchattentionwillalsobepaidontherelationshipofthetwostrategies,whichhavealwaysbeenincontroversyandalsoconsistencyinsomeway.Aftertheculturalbackgrounddemonstratedabove,thepaperwillshowtheconcreteapplicationofthetwotranslationtechniquesincommercialadvertisementtranslationoftheday.Atthesametime,themaintrendoftranslationtechniquesinmoderncommercialadvertisementtranslationwillbedemonstratedbyusingsomeexamples.AllofwhichiscontributedtosmoothercommercialadvertisementtranslationandthefurtherpromotionofculturalexchangebetweenChinaandAmerica.

2.RelationshipbetweenAdvertisementtranslationandculture

Nowadays,translationisnotjustforcross-linguisticcommunication,butforcross-culturalcommunication.Withthedevelopmentofinternationalcommunicationtoday,translatingfromaculturalperspectiveisbecominganewtrend.AnidealtranslationshouldconveyboththelinguisticmeaningandtheculturalmeaningofSLintoTL,sothatboththeSLreaderandtheTLreadercanhavethesameexperience.Insomeway,thesignificanceoftranslationistopromoteculturalcommunicationandsocialdevelopment.Therefore,beforeresearchingintoadvertisingtranslation,therelationshipofAdvertisementtranslationandcultureshouldbeattachedsomeimportance.

Translationisbydefinitioninterlinguaandintercultural,itinvolvesbothlinguisticandculturaltransfer.Itisaculture-transcendingprocess（Vermeer1984:

40）.Itisobviouslyhardtoimaginethetransformationofcultureandcommunicationbetweendifferentpeopleswithouttheassistanceaffordedbytranslationactivity.Astheresearchoftranslationpromotes,translationhasbeenreplacedby“interculturalcommunication”（ChristianceNord,1991）,“interculturalcooperation”（R.Daniel.Shaw,1984:

17）,thenNidahasalsobecomeawareofthegreatimportanceofculturalfactorsintranslating.Heinsiststhattheculturalfactorsintranslatingaremoresignificantthanthepurelylinguisticdifferences.Soheoncewrote,“fortrulysuccessfultranslating,biculturalismisevenmoreimportantthanbilingualism,sincewordsonlyhavemeaningsintermsoftheculturesinwhichtheyfunction.”（Nida2001:

82）

Inmodernworld,withtheconnectionamongdifferentcountriesgettingenhancedintheareasofpolitics,commerceandsociety,translationgraduallyopensupnewandincreasinglyspecializedareasofusageintransmittingcultures,ofwhichthecommercialadvertisementtranslationwillbefocusedinthisessay.Undoubtedly,commercialadvertisementtranslationisaprocesstopromoteunderstandingandculturalexchangesamongdifferentnationsandboostthedevelopmentofinternationaleconomy.Onthecontrary,culturealsoexertsahugeinfluenceoncommercialadvertisementtranslation.Overyearsoftranslatingandculture,takeChinaandAmericaforexample,hotdog-热狗isfromAmericanculture,buttheybecomenolongerstrangeforChinesepeople.Bycomparison,traditionalChinesefood,Jiaozi,tofuhasalsobeenfavoredbyAmericans.Inaword,bothnations’cultureshaveenrichedoralittlebitchangedbyforeignculturethroughoneofthemedium-advertisementtranslation,duringwhichtheprinciple“seekingforcommongroundwhilereservingdifferences”hasalwaysbeenimplemented.Finally,thereisnodoubtthatadvertisementtranslationwillgoonplayingapromotingroleinthecultureexchangesamongdifferentnationsandbeconditionedandinfluencedbycultureatthesametime.

3.CoreCulturalvaluesinChineseandAmericancommercialAdvertisementlanguage

Withtherapiddevelopmentofworldeconomy,commercialadvertisement,actingasacarrierofeconomicalexchangeamongdifferentcountries,canbecaughtsightofeverywhere.Whenstudyingcommercialadvertisements,boththelanguagehabitsoftheaudiencesandculturalvaluesshouldbetakenintoconsideration.Manypeoplearguethemosteffectiveadvertisementsarethosethatbestexpressandaffirmcoreculturalvalues.Inthischapter,thecorevaluesdemonstratedincommercialAdvertisementsbetweenChinaandAmericawillbeexplainedindetail.

3.1Collectivismversusindividualism

ProfoundlyinfluencedbyConfucianismandTaoism,Chinesecultureholdsthespiritofcooperationandunselfishtributeinesteem,whichinsiststhatthevalueofindividualityshouldbereflectedinone’scontributiontoothersandthesociety.IntheeyesofChinesepeople,theindividualhappinessshouldcorrespondtothecollectiveinterests,andthesolicitouscareandconsideratefeelingarethevirtue.SoChinesepeoplepaymoreattentiontonationalaffairs,familyaffairs,everythingconcerned,andgivingothersconsideratecareisregardedasvirtue.Onthecontrary,theAmericancultureemphasizesonpersonality,freedom,self-development,andenterprisingspiritsandsoon.Theirindividualisminsiststhatthepersonalinterestsshouldalwaysbethefirsttoconsider.Forexample,oneofthecoreAmericanvaluesisindividualism,whichisthecenterofAmericansocialidentity.Therefore,Advertisementsthatcelebratethisvaluearemorelikelytosu