On the Translation of Advertising English商英专业论文.docx

On the Translation of Advertising English商英专业论文.docx

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OntheTranslationofAdvertisingEnglish商英专业论文

中国某某某某学校

学生毕业设计（论文）

题目：

OntheTranslationof

AdvertisingEnglish

姓名：

000000

班级、学号：

0000000000000

系（部）：

经济管理系

专业：

商务英语

指导教师：

00000000

开题时间：

2008-04-03

完成时间：

2009-11-12

2009年11月12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……………………………………………………………5-20

答辩委员会表决意见……………………………………………21

答辩过程记录表…………………………………………………22

课题OnTheTranslationofAdvertisingEnglish

一、课题（论文）提纲

0引言

1广告和广告英语的定义

1.1广告的定义

1.2广告英语的信息

2广告英语的特征

2.1词汇的特征

2.2语句的特征

2.3修辞的特征

3广告英语翻译的原则

3.1准确性

3.2吸引性

3.3可接受性

4广告英语的主要方法

4.1直译

4.2意译

4.3直译和意译的结合

5总结

二、内容摘要

在现代社会中，被喻为商业化身的广告己渗透到社会的各个角落，逐渐成为人们日常生活中的一个重要组成部分。

随着我国社会经济的迅速发展，改革开放的进一步深化，以及加入世界贸易组织已成为事实，中国产品进入到国际市场的机会大大增加了，与此同时也将会有大量的外国产品涌入中国市场，各

种产品在市场上的竞争越演越烈，而广告在促进产品销售和繁荣市场经济等方面的作用也越来越明显，广告翻译的地位也随之显得越来越重要。

自然的，广告英语已成为一种重要的交际方式和现代社会中的独立部分。

本文分析了广告英语的语言特点，阐述了广告英语的翻译原则，着重在广告英语的翻译方法及其应用，期望本文能对我们以后翻译广告有所帮助。

三、参考文献

[1]Mueller.BInternationalAdvertisingCommunicatingAcrossCulture,London:

Wadsworth

[2]Net.1.XuShanwen,FunctionalAnalysisandTranslation，index.him

[3]Net.2.SuYu&YangLiu,AnAnalyticStudyofAdvertisingEnglishAndItsTranslation，

[4]TheodoreSavory（1957）,TheArtofTranslation,London:

JonathanCape

[5]赵静.广告英语[M].北京:

外语教学与研究出版社,1992.1

OnTheTranslationofAdvertisingEnglish

00000000

Abstract：

Inmodemsociety，advertisement，theembodimentofcommerce，isbecominganimportantpartinourdailylives.Theintensifiedinternationalexchangesandseverecompetitioninvolveagrowingneedforadvertisementandthusthetranslationofit.However,thestudyofadvertisingtranslationisfarfromsatisfactorytoitsneedandthetraditionaltranslationtheoriesseemincreasinglyinadequate.Thatisbecauseadvertisementsareofaverypracticaltypeofwritingwithhighcommercialvalue,andtheultimatepurposeofalladvertisementsisthesame—topromotesales.Naturally,Englishadvertisementhasbecomeanimportantwaytocommunicateideas,anditalsobecomesindispensableinthemodernworld.Inthisthesis,IwillanalyzethefeaturesofEnglishadvertisement,thetranslationprinciplesofitandthewaysintranslatingit.Itishopedthatwecangetsomeusefulinformationwhentranslatingtheadvertisement.

KeyWords:

advertisement；Englishadvertisement；translationprinciples；translationways

0.Introduction

Intheeraofinformation,advertisementshaveinfiltratedintoallwalksoflifeandbecomeanimportantsourceofinformationaswellasanindispensablepartinourlife.WithChina’sentryintotheWorldTradeOrganization,moreandmoremultinationalsaredoingbusinessinChina.Andthelocalpeoplegettoknowmoreaboutforeignproductsthroughadvertisements,whichappearalmosteverywhere,onTV,innewspapersandinthestreet.SothereseemstobeanincreasingneedfortranslationofEnglishadvertisements.Studiesinthisfieldwillalsobeofgreatsignificance.

Manystudiesonadvertisementsmadebyvariousscholarsbothathomeandabroadhaveenabledpeopletohaveunderstandingofadvertising.

AdvertisingEnglishisapracticalstyle,ithasitsownfeatures,anditstranslationisprovidedwithuniquewaysandprinciples.Andinthisthesistherearefourchapters.Inchapterone,ItalkedaboutthedefinitionofadvertisementsandadvertisingEnglish,andinchaptertwoImentionedthefeaturesofadvertisingEnglish,inchapterthreeandfourIhavetalkedtheprinciplesandwaysofadvertisingEnglishtranslation.

1.DefinitionofAdvertisingandAdvertisingEnglish

1.1DefinitionofAdvertising

Beforeexploringthepresenttopic,weneedtofindoutwhatadvertisingis.Inotherwords,we’llclarifythedefinitionofadvertising.Theword“advertise”originatedfromtheLatinword“advertere”,whichmeans“toinformsomebodyofsomething”or“tomakeknowntothepublic”（Mueller,1996:

55）.Therearedifferentkindsofdefinitionsforadvertising.Advertisingisdefinedas“amethodofdeliveringamessagefromasponsorthoughanimpersonalmedium,tomanypeople”;as“theuseofmassmediatocarrypaidmessageforacommercialpurposeortoadvanceacause,institution,orpoliticalcandidate”andas“anypaidfromofnon-personalpresentationandpromotionofidea,goodsorservicesbyanidentifiedsponsor”（Mueller,1996:

55）.

Owingtothelimitofspace,manymoredefinitionsarenotlistedhere.ButitshouldbenotedthatthedefinitionbyAmericanMarketingAssociation（AMA）isthemostpopularandismostwidelyquotedasarelativelystandardandprecisedefinitionofadvertising.Itdefinedadvertisingas“Thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,serviceorideasbyidentifiedsponsorthroughthevariousmedia”（ZhaoJing,1992:

1）.

Fromtheabovedefinitions,wecanunderstandthatadvertisingtakesthefollowingmeaningsatleast:

1）Itaimsatgroupsofpeopleratherthanindividuals.Advertisingisnon-personal;itisdirectedtowardthemassesofanonymouspeople.

2）Mostadvertisementsarepaidbyspecificsponsorexpectafewunpaidoneslikepublicserviceannouncements.

3）Advertisingshouldbepersuasive,forthefundamentalroleofadvertisingisenhancingbrandawarenessandurgingpeopletopurchase.Themessagehastheexplicitpurposeofincreasingsalesthroughpersuasion.（ZhaoJing,1992:

3）.

1.2InformationofAdvertisingEnglish

EnglishinadvertisingreferstotheEnglishspeciallyusedinallkindsofadvertisement.AdvertisingEnglishasapracticalstylewithhighcommercialvalueinvolvessellingpowerandmemoryvalue,therebyitimpressestheaudiencedeeply.Advertisementsmustbeeye-catchingandpossessattentionvalueandreadability.

2.FeaturesofAdvertisingEnglish

Asakindofmassmedia,advertisingplaysaveryimportantroleinmodernsocietyandpermeateseveryaspectofsociallife.Theadvertisinglanguagehascausedmoreandmoreattentions.Asakindoflinguisticart,advertisinghasarousedattentiontoitslanguagefeatures.Itisasortofpracticalstyle,whichhashighcommercialvalues.ThelanguageinEnglishadvertisementbelongsto“loadedlanguage”,whichhasahigh“persuasivepower”.Itaimsatinspiringpeople'simagination,stimulatingtheiremotion,andpersuadingthemtopurchasecertaincommodities.Ittransferstheleastinformationaboutcommodityandservice,andacceleratesandpromotesthesalesofcommodity,andconsequentlyfurthersthedevelopmentofmodernsociety.Inthischapter,wefocusonthefeaturesofadvertisingEnglish:

itslexicalfeatures,syntacticalfeaturesandrhetoricalfeatures.

2.1LexicalFeatures

Firstly,Englishadvertisementsusuallyinvolvemanywords;wecallthemascoinageandanagrammaticspelling,inorderthatitcandrawattentionofthepeopleandcoveytheinformationofproductseffectively.Althoughthesewordsaredifferentfromtheiroriginalform,theyaremorevividandinterestingthantheformers.

Secondly,advertisingusuallyuseconciseandanaccuratewordsandexpression.“Copywritingwilldirectlyinfluencepurchasingmotivationandiscloselyrelatedtothebenefitofthepublic”.（Net,1）

2.2SyntacticalFeatures

Thepurposeofalladvertisingsistofamiliarizeconsumerswithorremindthemofthebenefitsofparticularproductsinthehopeofincreasingsales,andthetechniquesusedbyadvertisersdonotvarymarkedly.Anadvertisementisoftenmerelyglimpsedinpassingandso,tobeeffective,itsmessagemustbecolorful,legible,understandable,andmemorable.

Firstly,thesimplesentencesarewildlyneededinadvertisingEnglishinsteadofcomplexones,becausethesimpleonesareeasytounderstandandmemorablebyconsumers.Theyareconciseinreading,livelyandbeautifulbyhearing.

Secondly,theinterrogativesentencesarefrequentlyusedinadvertisements.Therearetworeasonstouseinterrogativesentences.Viewingfromtheangleofpsychology,itdividedtheprocessofinformationreceivingintotwophasesbyfirstraisingaquestionandthenansweringit.Thusitturnsthepassivereceivingintoactiveunderstanding.Fromthelinguisticangle,interrogativesentencesdecreasethegrammaticaldifficulty,becausetheyareusuallyshortinadvertisements.

Thirdly,theimperativesentencesareusedinadvertisingEnglish.

2.3RhetoricalFeatures

RhetoriciswidelyemployedinadvertisingEnglish.Advertisershavemadegooduseofthemtogivebeauty,andforceofadvertising,andthecreativeuseofthemresultsinadvertisementswhichareemotionallyalive,intellectuallyappealingandmemorable.

InadvertisingEnglishlanguage,alotofrhetoricareused,thetopfivefrequentlyusedare:

analogy,personification,repetition,punparody,andrhyming.

Perhaps,analogyisthemostwidelyinadvertisingEnglish.Itcanbedividedintotwokindsimileandmetaphor.Simileistocompareonethingtoanotherone,andinadvertisement,thebusinessmenusuallyuseittomaketheabstractthingintotheconcreteoneorfamiliaronetoconsumers’.Inthisway,itcanattracttheconsumers’interestsandlovenesstothegoods.

3.PrinciplesofAdvertisingEnglishtranslation

Principlesforadvertisingtranslationdiscussedandillustratedinthischapterarebasedonandderivedfromthegenerallyacceptedtranslationstandards.Asadvertisingtextsdisplaysomanydistinctcharacteristicsandplayvariousexclusivefunctions.

Threeprinciplesforadvertisingtranslationareintroducedinthefollowing.

3.1Faithfulness

Oneofthemainfunctionsofadvertisingistoprovideproductinformation,includinginformationaboutthebrand