浅论广告语汉译的美学效果.docx

浅论广告语汉译的美学效果.docx

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浅论广告语汉译的美学效果

中文摘要

广告，不再是扎根于传统观念里的旧配角——信息传递的方式，在现代生活中，它扮演着一个举足轻重的主角。

除了信息传递的功能以外，更多的则是一种生活态度的展现，甚至是一门艺术。

广告在不知不觉中改变了当代人的生活方式，同时基于艺术的角度，它不多不少地改变了人们的审美心理。

随着其重要性日趋明显，广告被用作宣传产品的重要手段。

在开拓海外市场的同时，许许多多的海外广告不断进入中国市场。

然而，怎样更好地翻译广告中的英语，才能让广大群众有效地理解、学会欣赏这门艺术？

本文作者尝试谈谈广告语汉译中的美学的运用及体现和相关翻译技巧。

从修辞收发，语言风格等方面来研究广告语汉译的美学效果。

修辞手法主要阐述比喻，拟人，押韵，夸张这四种修辞的特色，效果；语言风格则从词汇，句型，内涵等方面论述。

通过举例及分析来对美学效果作进一步的了解。

同时，就翻译策略以及例子分析，围绕主题，即怎样通过提高广告语汉译中美学情趣，展开详细的讨论。

关键词：

广告英语；汉译；美学效果；策略

1.Introduction

Advertisementisbecomingfarmoresignificantindailylife.Itisnotmerelyawayofpassingmessagetoacertainkindofpeople,butalsoshowingthelifestylesmostly.Ofcourse,itisnotoveratalltoregarditasArt（王燕希.2004）.

Sinceithassuchspreadinginfluenceonlife,somanycompaniesarewillingtopromotetheproductbyadvertising.Especially,commercialadvertisingEnglish,itisanimportantwaytodevelopthemarketoverseas（黎海斌.2003）.Withmoreandmoreforeignadvertisementfloodedthedailylife,theadvertisingEnglishshouldbetranslatedproperlyintoeasierunderstoodChineseforlocalpeopletocatchupwithandappreciatetheideasoftheadvertising.

Inthisthesis,theauthortalksabouttheunderstandingtothetopic,thatis,howtheaestheticeffectfunctionsandembodiesinChinesetranslationinadvertisingincludingrhetoric,linguisticstyles,what’smore,howtoimprovetheaestheticeffectinChinesetranslationaswellastherelatedtranslationstrategies.

Firstandforemost,thedetailsoftherhetoricwillbebasicallypresentedwithcharacteristicsandfunctionwhicharefrequentlyusedinadvertisingwithlargenumbersofexamplesandstatements.Second,therelatedstrategiesofrhetoricintranslationwillbestated.Thenananalysisoflinguisticstyleswillbemade,thatmeanshowtheyexpresstheaestheticeffectthroughstructure,sentences,wordsandinnermeaninginadvertisement.Itisadiscussionofhowtobemoreaestheticthroughtheseaspects.

Thethesisconsistsofthreeparts;thedetailedanalysiswillbedividedintothreechaptersrespectively.

2.DefinitionofAdvertising

2.1ElementaryKnowledgeofAdvertisement

Theword“advertisement”originatingfromLatin,itmeansthemethodtoarosetheattentiontosomethingandleadthemtoacertaindirection（王军元.2005）.TheAmericanMarketingAssociationgavesuchdefinition:

Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.

Evennow,itsdefinitiondoesnotchangetoomuch,thecomponentsoftheadvertisementcanbeeasilyfiguredout.Theyare,identifiedsponsors,advertisinginformation,media,fee,persuasivemethodandidentifiedcustomers.

Personally,themediatakesprecedenceamongallofthem,foritactslikeabridge,notonlyconnectingthesponsorsandthecustomersbutalsopassingtheinformationtotheidentifiedcustomers.Withtheincreasingdevelopmentoftechnology,mediacoversalargerareanowadays,besidesthecommonformsintheolddays,therearesomenewmediaformsburgeoninginlives,suchasinternet,mobilephonesandthebusitself.Justbecauseoftherapidspreadingofthesevariedmediaforms,advertisementinfiltrateslargelyindailylife.

Informationthemediatriestopassisthecontentwearegoingtostudy.Itconsistsofproduct,conceptandtheservice.Last,thepersuasivemethodishowtheypersuadetheconsumerstobuytheirproductnotmisleadingly.Thisisboththeaestheticeffectliesinandwhatthispaperisaimingat.

2.2TheCharacteristicsofAdvertisement

Whatmakeadvertisementdifferentfromotherliteraryformsarethestructureandthetechniqueofexpression.Comparedwithothers,itisterse,tocertainextent.Also,itistheuniquecharmliesinadvertising.

Thecharacteristicsofadvertisingarestatedinlength.

Creativitymakespeoplefeelfreshafterwatchinglotsofdullworks.Itmakesyouradvertisingoutstandingamongtheothers.Itisalsothewaytomakeitbetterimpressedandtostressthespecialtyoftheproduct.

Popularitymeanstomakethepublicunderstand.Onlywhentheyunderstand,wouldtheylearntoappreciate,torememberandthentobeinterestedintheproduct.Asaresult,inordertomakethemthrough,somesloganscontainidioms,slangs,sayingsandsoon.

Simplicityisobviouslyconvenientandeasytoberememberedpronounced.Maybetwoorthreelinesevenwords,butthatiswhatessenceliesin.

Advertisementisofstronglycommercialmotivation,sothewordandmustbepolishedastobemuchmilder.Thatistheaesthetics.

However,inmodernsociety,humoraddsmorefuntotheadvertisingwhiletheblackhumorusuallyreflectstheironicaleventsoflife.What’smore,advertisingisofsocialitygraduallyfortheideasofadvertisementsometimescanmakethepublictocomeintonoticeofthesocialaffairscurrently.

2.3TheFunctionsofAdvertisement

Publicityfunction:

Anexcellentadvertisingalwaysbuildsagoodimageoftheproductsorenterprisessoastoimprovethereputationinthesociety.Second,thepromotinginformationoftheproductsorserviceswillbepresentedintheadvertising,letthepublicknowclearly.

Psychologicalfunction:

Afterthepeoplegettingtheinformationoftheproduct,theywillbeinterested,andthencausethedemandandpurchasingcravingsofthem.Advertisingisaservicetothemarketinordertomakethemknownthenmakethemsold.

Mediafunction:

Advertisingisakindofmedia,soithasthesimilarfunctionthatistoconnecttheproducersandsuppliers,thesuppliersandsellers,thesellersandconsumerssuchacomplicatedrelationship.

Aestheticfunction:

Withthedevelopmentofthesociety,itbecomesanartorevenakindofliterarystyle.Advertisingalsoneedstobebeautifiedsoastourgetheideallifeoffuture.

Economicfunction:

Advertisingpushesthedevelopmentoftheeconomy.Itactsasapowerfulweapontoacceleratethemarketbothdomesticandoverseas.Usually,therealadvertisingcanraisetheconfidenceofthebuyers.Peoplewillbereliableonthemarket.

3.DefinitionofAestheticEffectinAdvertising

3.1TheBasicsofAesthetics

AestheticsoriginatingfromtheGreek“aesthesis”,itmeansthefeelingsofsomething（徐丹晖.1999）.Themodernphilosopherdefinesaestheticsasthetheoryandphilosophyofthesensetounderstandtheart,scienceanddesign.Itsmainresearchingitemisartusually,tostudythecategoryaboutbeautyandugliness,toresearchthestandard,tasteandexperienceofbeauty.Inthatresearchingprocess,itfinallybecomesoneoftheacademicsubjects.

Amongallsubjects,psychologyaffectstheaestheticsmost.Differentpersonalitiesandlifeexperiencealsoinfluenttheaesthetictaste.Thus,theaestheticsisactuallysubjective,itdependssomuchontheperson’smood,hobby,interestandexperienceetc.Asfortheaestheticsinadvertising,itisastudywhichalsoisacombinationofaesthetictheoryandtheaestheticpsychology.Someexpertssaidthattheprocessofadvertisingisjusttheprocessofaestheticcreatingandpurchasing.

3.2FeaturesofAestheticsinAdvertising

Firstly,mostliteratureexpressesaestheticsthroughrhetoric,sodoesadvertising.Apieceofadvertisementcansometimesassemblemetaphor,personification,hyperboleevenrhymingbutjustinfewlines.Thisisthemaincharacteristicofadvertising.Secondly,aestheticsembodiestheapproachesandthestylesoftheadvertising.Thestylesaresimilarwiththeliterature,butmoreflexibleandcreativeinadvertising.Occasionally,theadmakersarousetheinterestofconsumersbyborrowingandrewritingthefamousmasterpieces.Then,setuptypehelpstoaddaestheticvaluestotheadvertisingalsocancatchmuchattentionbydifferentvisualmethods,forexample,thecolorofthefont,abbreviations,overstrikingfontandtheunderlines.

3.3FunctionsofAestheticsinAdvertising

Thefunctionsareclassifiedasfollows:

（ⅰ）tostimulatethepurchasingdesireinamuchwilingway.

（ⅱ）topleasethebuyers.

（ⅲ）tobeautifytheadvertisingsoastoavoidthecommercialintention.

（ⅳ）toenrichthespiritofordinarycitizensandchangethestyleoflife.

（ⅴ）toimprovethestandardofthetasteofaestheticsinadvertising.

Ofcourse,thebeautifuleventscanalwaysmakepeoplefeelenjoyable.Theaestheticeffectinadvertisingcannotonlycausethedesireforshoppingbutalsomakepeoplefeeldelightedevenwhenpeoplearejustwatchingit.Tosatisfythespiritualdesiresofpeoplebyadvertisingissignificant.

4.RhetoricalEffectandTranslationStrategiesinAdvertising

4.1RhetoricalEffectinAdvertising

Rhetoricinadvertisingisprettysignificant.Itisamodifiedmethodtostresstheexpressiveeffectandmakesitaesthetic.Advertisingrhetoricisnearlyalikeasliteratures’,butitisrestrictedwithinthecharactersoftheproduct.

Beautifullyricsareusedforbeautifyadvertising.Iftheadvertisingjustdirectlyposestheproductinfrontofyouwithoutskills,thereceiversmustnotbeattractiveatall.Forexample:

A.Ourtissueismostsoftandofhighquality;B.AssoftasMother’shands.Thenisitworthofadmiring?

Theformerisstraightbutboringwhilethelaterismodifiedwithmetaphorwhichismuchelegant.Thereisjustanarrowlinebetweendullandaesthetic.Therhetoricactslikeafinishingtouchthatbringsthearttolife.

Nextistheintroductionofsomerhetoricincommonuse,includingMetaphor,Personification,Rhyming,andHyperbole.Howtheyenrichtheaestheticmoodofadvertising.

4.2RhetoricEffectandtheRelatedTranslationStrategies

MetaphorisanotherwaytomakeacomparisonwithAandB.Firstly,AandBmustn