中西方文化差异对广告翻译的影响.docx

中西方文化差异对广告翻译的影响.docx

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中西方文化差异对广告翻译的影响

Acknowledgements

Iowemyprofoundgratitudetomysupervisor,Ms.YanRongli,forhervaluablesuggestion,patience,andwarm-heartedattitudeinthispaper.Withhereffortinreading,correctingandpolishingthispaper,Ihavefulfilledthispaperwithpassionandcreation.

Also,IwouldliketothankmybelovedfacultiesinXianYangNormalUniversityfortheirencouragementandmotivation.Itreallyinspiredmealotinfinishingthispaperandhelpedmesomuchinunderstandingtheculture.

Lastbutnotleast,aspecialappreciationgoestooneofmybelovedfriends,whoiswithwisdomandknowledge,showingmesomuchoftheculturalthingsbetweentheChineseandthewesterncountries.Itisdefinitelyaconstantsourceofmystrength.

Abstract

Inthemidstoftheinternationalexchange,advertisements,amainsocialmedia,playsamajorroleandhavebeenapplicatedinpeople’sdailylifemoreandmorewidely.Advertisingisnotonlyaneconomicactivitybutalsoaculturalexchange.Asaculturalproduct,itshowsthedifferencesbetweenChineseandtheWestverydirectlyinEnglish-Chinesetranslation.Startingfromthedefinitionandthefunctionsofadvertisements,thisarticlemainlyfocusesonthedifferencesbetweenChineseandtheWestfromtheaspectsoffiveculturalfactors:

differenttrope,differentthinkingmode,differenthistoricalbackground,differentviewsofvalueandaestheticsense.Inordertopropagatetheadvertisementsvividlytothepeople,thispaperwillintroducetheinfluenceofculturalshockonadvertisingtranslationsindetailsandprovidesomepracticaltranslationskills.

KeyWords:

culturaldifferences;advertisements;advertisingtranslation

摘要

在国际交流的过程中,广告作为一种公众媒体传播手段，在人们的日常生活中得到越来越广泛的应用。

广告不只是一种商业经济活动，更是一种文化交流。

广告作为文化产物，非常直观地展现了中西方文化的不同。

本文从广告的定义及功能入手，主要讨论了中西方文化差异的五个方面：

语言修辞，历史背景，思维模式，价值观念和审美情趣。

同时，为了将广告生动地传播给中西方各国的民众，文章进一步就中西方文化差异对广告翻译的影响进行了详细分析，并提出了一些有效的翻译技巧。

关键词：

文化差异；广告语；广告翻译

Contents

TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc451764745"1.Introduction1

HYPERLINK\l"_Toc451764746"2.AnoverviewofAdvertisement1

HYPERLINK\l"_Toc451764747"2.1DefinitionofAdvertisement1

HYPERLINK\l"_Toc451764748"2.2TheFunctionsofAdvertisement2

HYPERLINK\l"_Toc451764749"2.2.1EconomicFunction2

HYPERLINK\l"_Toc451764750"2.2.2IdeologicalFunction2

HYPERLINK\l"_Toc451764751"3.TheFeaturesofAdvertisingLanguage3

HYPERLINK\l"_Toc451764752"3.1CommonUseofMetaphors3

HYPERLINK\l"_Toc451764753"3.2CommonUseofExaggerations3

HYPERLINK\l"_Toc451764754"3.3CommonUseofSimplesentencesandEllipticalSentences3

HYPERLINK\l"_Toc451764755"3.4CommonUseofPuns4

HYPERLINK\l"_Toc451764756"4.CulturalDifferencesinEnglishandChineseAdvertising5

HYPERLINK\l"_Toc451764757"4.1DifferentRegionalEnvironment5

HYPERLINK\l"_Toc451764758"4.2DifferentThinkingMode5

HYPERLINK\l"_Toc451764759"4.3DifferentViewofValue5

HYPERLINK\l"_Toc451764760"4.4DifferentAestheticSense6

HYPERLINK\l"_Toc451764762"5.TranslationMethodsofEnglishAdvertisementsfromthePerspectiveofCulturalDifferences7

HYPERLINK\l"_Toc451764763"5.1TranslationPrinciple7

HYPERLINK\l"_Toc451764764"5.1.1Smoothness7

HYPERLINK\l"_Toc451764765"5.1.2Faithfulness8

HYPERLINK\l"_Toc451764766"5.1.3Conciseness8

HYPERLINK\l"_Toc451764767"5.2TranslationTechigues8

HYPERLINK\l"_Toc451764768"5.2.1Paraphrase8

HYPERLINK\l"_Toc451764769"5.2.2Transliteration9

HYPERLINK\l"_Toc451764770"5.2.3FreeTranslation9

HYPERLINK\l"_Toc451764771"5.2.3ImitativeTranslation10

HYPERLINK\l"_Toc451764772"5.2.4AvoidanceofCultureTaboos11

HYPERLINK\l"_Toc451764772"5.2.5AdherenceofTargetLanguageHabits11

HYPERLINK\l"_Toc451764773"6.Conclusion11

HYPERLINK\l"_Toc451764774"Bibliography12

TheInfluenceofCulturalDifferencesonEnglish-ChineseTranslationofAdvertisements

1.Introduction

Advertising,theinternationalcommerciallanguage,isawidelyusedmediumofcommunicationinmodernsociety,anditispenetratingeverycornerofpeople’slifeastheembodimentofcommerce.Advertisementplaysanimportantroleinintroducingforeigncommoditiestodomesticcustomersandpromotingdomesticcommoditiestoforeigncustomers.Thepurposeofadvertisingtranslationissubordinatetothepurposeofadvertising,inotherwords,totheadvertiser’ssalesstrategy.Itisbecausetheadvertiseristargetingaforeignmarketthattheadvertisingtranslationisinvolved.Themainpointisthattheadvertising’seffectivenessdependsonweatherthetranslatorcouldovercometheculturaldifference. Therefore,thetranslatorneedsnotonlyasolidfoundationoflanguagebutalsoanin-depthunderstandingofthetwocountries’culture.Asacarrierofinformation,thetranslationofanadvertisementshouldbedistinctive,attractive,positive,readableandmemorable.Thepurposeofanadvertisementdeterminesthatitslanguagemusthelptopromotepurchasingsellpower,memoryvalue,attentionvalueandreadability.

2.AnoverviewofAdvertisement

Inrecentyears,followingthetrendofglobalization,goodsfromonecountryflowmorefrequentlyandfreelyintoanother.Thusadvertisingtranslationisbecomingafastgrowingindustryinmodernsociety.Beforeadvertisingtranslationisstudied,itisnecessarytoknowwhatisadvertisementandwhatfunctionsithas.

2.1DefinitionofAdvertisement

Theterms“advertisement”and“advertising”have,attheirroot,aLatinname“advertere”meaning“turntowards”,soadvertisementisborntobeacommunicationtoolwiththeaimofreachingitsintendedaudience.Todayitisgenerallydefinedaspaid,non-personal,public communication（​http:

​/​​/​​/​definition​/​communication.html​） about causes（​http:

​/​​/​​/​definition​/​cause.html​）, goodsandservices（​http:

​/​​/​​/​definition​/​goods-and-services.html​）, ideas（​http:

​/​​/​​/​definition​/​idea.html​）, organizations（​http:

​/​​/​​/​definition​/​organization.html​）,people,and places（​http:

​/​​/​​/​definition​/​place.html​）,through means（​http:

​/​​/​​/​definition​/​mean.html​） suchas directmail（​http:

​/​​/​​/​definition​/​direct-mail.html​）, telephone（​http:

​/​​/​​/​definition​/​telephone.html​）,print,radio,television,and internet（​http:

​/​​/​​/​definition​/​internet.html​）.（OxfordDictionary,26）Asintegralpartof marketing（​http:

​/​​/​​/​definition​/​marketer.html​）,advertisementsare publicnotices（​http:

​/​​/​​/​definition​/​public-notice.html​） designed（​http:

​/​​/​​/​definition​/​design.html​） toinformandmotivate.Their objective（​http:

​/​​/​​/​definition​/​objective.html​） istochange（​http:

​/​​/​​/​definition​/​change.html​） thethinking pattern（​http:

​/​​/​​/​definition​/​pattern.html​） （or buyingbehavior（​http:

​/​​/​​/​definition​/​buying-behavior.html​））ofthe recipient（​http:

​/​​/​​/​definition​/​recipient.html​）,sothatheorsheispersuadedtotakethe action（​http:

​/​​/​​/​definition​/​action.html​） desiredbytheadvertiser.Whenairedonradioortelevision,anadvertisementis called（​http:

​/​​/​​/​definition​/​call.html​） a commercial（​http:

​/​​/​​/​definition​/​commercial.html​）.

2.2TheFunctionsofAdvertisement

Generallyspeaking,thefunctionsofadvertisementfallintotwocategories:

theeconomicfunctionandtheideologicalfunctiontoreachitspersuasionpurpose.

2.2.1EconomicFunction

Theeconomicroleofadvertisementmaybeitsprimaryrole.Itbridgesmarkets,productsandconsumergoodstothepublicandthustosupportthefreeeconomy.Itcanhelptheconsumerstoidentifyanddifferentiateproductsandbuildbrandpreferenceandloyalty.TheaimofadvertisementfromO’Donnellisto“capturetheattentionofthemassaudiencebymeansofashortmessageandpersuadethemtobuytheproduct”.（O’Donnell,106）Itisalsoevidentinthelong-runningIvorySoapadvertisingcampaigns.Theadvertisers,ProcterandGamble,havelinkedIvorySoapwithobtainingbenefitsthatareimportanttocustomers:

afreshandhealthyappearanceforwomen,amild,nonirritatingmethodforbathingbabies,andanoveltyforchildreninthetub（sinceitfloats）.ThebenefitsoftheproductsuggestreasonstobuyanduseIvorySoapandthusprovideabasisforpersuadingconsumers.Differentbenefitsareimportanttodifferentcustomers.Thus,torealizeitsfullpotentialasapersuasivetool,advertisingmustoftenbetailoredtoemphasizethosebenefitsthatareimportantandmeaningfulforaparticulartypeofcustomeroraparticularuseoftheproduct.

2.2.2IdeologicalFunction

Tomakeanin-depthstudy,itisfoundthatadvertisementinvolvessocialvaluesandattitudes.Nowadays,moreandmoreadvertisementadoptsthestyleofemotionappeal.Theysuggestcustomer’sconcernsaboutrelationship,customer’ssenseofsocialstatus,happinessandcontentmentandmanyothers.Itmaybesaidthattheadvertisementisamirrorofideologyandculture.Byimposingimagesontheproductsandservices,advertisementcaninfluencecustomer’sattitudesandfeelingsandmeettheirideologicalneedssoastopersuadethemtoact.Forinstance,someadvertisersclaimthattheconsumptionoftheirproductswillgiveyouth,love,socialacceptanceetc.

3.TheFeaturesofAdvertising