a study on commercial advertisement translation英语专业论文本科学位论文.docx

a study on commercial advertisement translation英语专业论文本科学位论文.docx

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astudyoncommercialadvertisementtranslation英语专业论文本科学位论文

中国某某某某学校

学生毕业设计（论文）

题目：

AStudyonCommercial

AdvertisementTranslation

姓名：

0000000

班级、学号：

000000000000

系（部）：

经济管理系

专业：

商务英语

指导教师：

0000000

开题时间：

2008-04-03

完成时间：

2009-11-10

2009年11月10日

目录

毕业设计任务书…………………………………………………1

毕业设计成绩评定表……………………………………………2

答辩申请书……………………………………………………3-4

正文……………………………………………………………5-21

答辩委员会表决意见……………………………………………22

答辩过程记录表…………………………………………………23

课题AStudy onCommercialAdvertisementTranslation

一、课题（论文）提纲

0.引言

1.研究商业广告翻译的目的和意义

2.介绍文化和文化差异

2.1文化的定义

2.2文化的特征

2.3在广告翻译中的文化差异

3.广告中包含的一些的因素

3.1简单介绍广告

3.2广告文化和广告翻译

4.研究适用于商业广告的翻译策略

5.基于目的论浅谈商业广告翻译策略

5.1直译

5.2意译

6.总结

二、内容摘要

随着信息技术的不断发展，越来越多的广告出现在人们的生活中。

广告已经在我们的日常生活中发挥着很重要的作用，广告业已成为许多商家盈利的重要手段之一，因为广告不仅仅可以传达信息，更重要的是它可以吸引消费者。

在经济全球化的今天，为了开辟国际市场，不少商家需要在国外对产品做大量地宣传，因此，广告翻译也日益凸现出它的重要性。

然而，在当今社会，尤其是中国，不尽如人意的翻译不时在媒体当中出现，这不仅影响商家盈利，损害

企业形象，而且也阻碍各个国家之间的经济以及文化交流。

不同的地域有着不同的文化，甚至存在文化冲突，而这些差异都影响着广告的翻译。

因此，从事翻译的人们有必要对广告翻译的理论作进一步了解，同时把文化差异考虑在内，找到一个可以用来指导实践的理论。

围绕这一主题，本文主要探讨了目的论对广告翻译的指导意义以及几种翻译策略。

三、参考文献

[1]Burnett.EdwaredTylor.PrimitiveCulture.London:

JohnMurray.1871

[2]Leiss,W,S.Kline&S.Jhally.Socialcommunicationinadvertising:

persons,products,andimagesofwell-being.NewYork:

Methuen,1986.

[3]丁衡祁.翻译广告文字的立体思维[J].中国翻译,2004

（1）:

75-38.

四、指导教师意见

指导教师（签名）

年月日

五、答辩资格审查小组意见

答辩资格审查小组组长（签字）

年月日

注:

学生凭此申请书和设计（论文）全文参加答辩

湖南信息职业技术学院教务处制

AStudyonCommercialAdvertisementTranslation

00000000

Abstract：

Withtherapiddevelopmentofinformationandtechnology,moreandmoreadvertisingappearinpeople’slife.Itseemsthatplayinganimportantroleinourdailylife.Nowadays,advertisementusedasoneofimportantmethodtomakemoneyformanymanufacturers,becauseitnotonlycansendinformation,mostimportantly,itcanattractconsumers.Especiallywithglobalizationaccelerating,somemanufacturershavetomakealotofpromotionsfortheirproductsinforeignmarketsinordertooperatinginternationally.Soadvertisementtranslationisincreasing.However,inthissociety,particularlyinChina,unsatisfyingtranslationisappearinginmediaeverandagain,whichnotonlyaffectmanufacturer’sprofits，butalsoimpairsthepublicimageoftheirenterprises.Moreover,peopleindifferentcountryhavedifferentcultural,whichcausetheirimpactonadvertisingtranslation.Hence，thosedevotedtotranslationshouldtakeculturaldifferenceintoconsideration，andshouldunderstandthetheoryofthetranslationadvertisingdeeplyatthesametime.Accordingthissubject,thisthesisexploredthesignificanceofadvertisingtranslationandseveraltranslationstrategies.

Keywords：

Advertisementtranslation；Culturaldifference；Skopostheorie;Translationstrategies

0.Introduction

Withtherapiddevelopmentoftheworldeconomy,moreandmoreinternationalexchangesareinvolvedinmanyfields,especiallycommerce.Advertising,andasoneofimportantmeanstopromoteproducts,deliversalesmessages,andbuildagoodimageforacompany.Itisnodoubtedthatbecomeoneofthemarketingstrategiestoassurethesuccess,anditalsoplayinganincreasinglysignificanceroleininternationalbusinesstoday.WithChinaenteredWTOin2001.AdvertisinghasbecomeanimportanttoolforChineseenterprisestopromotetheirproductsandresearchmarkets.However,Peopleindifferentcountrieshavedifferentlanguagesandcultures.Inaddition,sometranslatorsadoptinappropriatetranslationstrategiesontheadvertisement,soitisnecessaryforustostudythecommercialadvertisement.

1.PurposeandSignificanceoftheStudy

Advertisingisbecomeanimportantpartofourlifeparticularlythecommerceadvertisement.Inthemodernsociety,somemanufacturerspaygreatattentiononadvertisementtranslationinordertomakemoney.So,studiesonadvertisementareincreasing.

However,translationofadvertisingEnglishisnotaeasyjob,becauseinternationaladvertisinginvolvesalotoffactorssuchasvarioustraditions,educationbackgrounds,lifestyles,religions,etc.Thetranslator,therefore,hastofacevariousdifficultiescausedbydifferentculturesandlanguages.Inordertotranslateagoodadvertisement,Translatorsshouldnotsimplyapplythetraditionaltranslationtheoriestoadvertisingtranslation.Asweallknow,agoodtranslatedadvertisementcanattractcustomerstobuytheirproducts.Intodayglobalcompetitivemarket,distinctiveadvertisingisneededstandout.Butifwelackingagoodinternationaladvertisingtranslation,manyChina’sproductsofhighqualitycannotgetaccesstotheinternationalmarketbecauseoftheerrorsinthetranslationsofadvertisement.Soagoodtranslatorshouldnotsticktotraditionalviewssuchas“naturalequivalence”.Theyshouldtranslateanadvertisementwithcreations.

Itisduetothesereasonsthatthispaperiswritten.Thisthesisismainlyanalysistheculturaldifferencesandlanguages,meanwhileitalsodiscussthefeasibilityoftheSkopostheorieinthefieldofadvertisementtranslation,butWhatevertranslatorschoosewhichtranslationstrategiesinadvertisementtranslationaslongastheycanproduceatargettextthatcanbeattractedcustomerstobuytheproducts,andmeanwhile,italsocanmakeprofitsforadvertisersandmanufacturers,thatissuccess.

2.IntroductionofCulturalandCulturalDifferences

Everyculturehasitsownworldviews,ideasabouthumannature,thewayofthinking,feelandsoon.Inmodernsociety,differentpeoplehavetheirownwaystocommunicate.Thewaytheycommunicateisthewaytheylivecharacterizedbytheirculture.Atthesametime,cultureislearned,preserved,transmittedandpasseddownfromgenerationtogenerationthroughcommunication.Somebasicknowledgeaboutcultureandculturaldifferencesaretwomainissuesinthischapter.

2.1DefinitionofCulture

InanthropologistTylorgavethedefinitionofcultureinthenineteenth-century.Hethinkscultureisverycomplexwhichincludesknowledge,belief,art,morals,law,customs,andanyothercapabilitiesandhabitsacquiredbymanasamemberofsociety（Burnett1871:

1）.Thisdefinitionpointstothepervasivenessofcultureinsociallife,emphasizingthatcultureisaproductofhumanslivingtogetherandthatitislearned.

2.2FeaturesofCulture

Sincethedefinitionofculturehasmadeitcleartous,itisnecessarytogetsomeideasofsomefeaturesasawayofstudyingculturaldifferenceandtranslation.Maybewecanunderstandthefeaturesofcultureasfollows:

Firstly,cultureisoneofthemainindicationsthatdistinguishhumanbeingsfromanimals.Humanbeingsthroughculturestransmitorspreadtheirexperience,knowledge,beliefs,etc.Butanimalscan’tdothis.

Secondly,mostpartofcultureisunconscious.Humanbeingsdonotrealizethattheiractionsaregovernedbyculture.Onthecontrary,theytakeitasnaturalasbreath.Andtheytakemanyaspectsoftheircultureforgranted,especiallytheyfaceddifferentcultures.

Thirdly,cultureistheguideofhumanbeingsaction.Thatis,ouractionsareregulatedbyculture.

Finally,cultureisdynamicalthoughitisstableonceithasformedandthemoretempestuouslythesocietychanges,thefasterculturechanges.

2.3CultureDifferencesinAdvertising

Asthesayinggoes,everycoinhastwosides,sodoculture.Differentcountrieshavedifferentcultural,hencetheculturaldifferencecausestheculturalobstruction.Languageisthecarrierofcultureinformation,whichcanbreakthroughthelimitsoftimeandspacetocarrythemultipliedconnotationsofcultureinformation.However,advertisingistheproductofculture,whichshowsthecloserelationshipbetweenlanguageandculture,asacomprehensiveartwithcommercialidentity,persuadespeoplesforacertainpublicitygoal.Asweallknow,advertisingtranslationisacross-culturalcommunication,whichdeterminesthatitisnotaseasyasword-to-wordexchange.Itmustwinthereceptorsacceptanceontheculturalconnotationreflectedintheadvertisementsguide.Differencesinnationalpsychologyandattitudescancauseadvertisementstomisfirewhentransferredfromonecountrytoanother,evenwithoutcrossingalanguagebarrier.Soagoodadvertisershouldknowhowtodoitappropriately.Differentcultureeffectstheadvertisementstranslation.Soagoodtranslatorshouldtakeculturaldifferencesintoconsiderationwhentranslatingtheadvertisements.Iftheycandothis,Ibelievethetranslatorscantranslateagoodadvertisement.

3.TheDimensionsofAdvertising

3.1AbriefIntroductiontoAdvertising

Beforeweelaborateonadvertisementtranslation,itisnecessaryforustohaveabasicunderstandingofadvertising.Soabriefintroductionwilltalkinthefollowingparagraphs.

Advertisingiseverywhere,wealllivingacommercialsociety.Differentpeoplehavedifferentopinionsonadvertising.Somepeopleenjoyadvertisements,evensomeofthemconsideringadvertisingasapartoftheentertainmenttoshowbusiness.Moreandmorepeopleareinfluencedbyadvertisementsintheirdailylifeandpersuadedthemtobuysomethingtheyneedormaynotneedatall.Whenyouarewalkingontheroadlookingforashoptodrink,theslogan“Sprite,Obeyyourthirst”（雪碧－服从你的渴望）mayarouseinyoureyes,consideringtheseplaceisconvenienceforyou,youareverygladtodrinkhere.Itisclearlythatadvertisinginfluenceourdailylife.

Generallyspeaking,advertisingcanbecategorizedintotwotypes:

commercialadvertisementandnon-commercialadvertisement.Theformeroneisprofit-orientedwhilethelatterisusuallyreferredtoasnon-profitpublicserviceadvertisement.Thisthesisismainlytalkaboutthecommercialadve