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论文最终版

广东外语外贸大学

本科毕业论文

（2017届）

论文题目

（英文）

论文题目

（中文）

学院专业

班级准考证号

作者姓名

指导老师

完稿时间

成绩

ApplicationofDomesticationMethodinCommercialAdvertisementTranslation

你的姓名（拼音）

Abstract:

AdvertisementEnglishisanappliedlanguagewithitsownuniquestyleandfunction.Thisuniquestyleandfunctionrequirementsofadvertisementtranslationisdifferentfromothergenresoftranslation.Extremelystrongpurposeofadvertisinglanguagedecidedtodomesticationmethodshouldbethemaintranslationmethodsinadvertisementtranslation.Thisarticlefromtheperspectiveoftranslationofdomesticationandforeignization,combiningwiththecharacterizationgenreofadvertisementEnglishgenreanddiscussofdomesticationmethodincommercialadvertisingtranslation.

Keywords:

domestication;foreignization;advertisementtranslation

论归化法在商业广告翻译中的运用

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摘要：

广告英语是一种有着独特的文体和功能的应用性语言，这种独特的文体和功能要求广告翻译不同于其他文体的翻译。

广告语言极强的目的性决定了在广告翻译中，归化法应当成为主要的翻译方法。

本文拟从翻译学归化与异化的角度入手，结合广告英语的体裁特点，论述归化法在广告翻译中的运用。

关键词：

归化；异化；广告翻译

Contents

1.Introduction1

2.Advertisement1

2.1Themeaningofadvertisement1

2.2Purposeofadvertisement1

2.3Thestyletypeofcommercialadvertisement2

3.Translationtheories2

3.1Domesticationtranslationmethod3

3.2Foreignizationtranslationmethod3

4.Domesticationmethodusedincommercialadvertisements4

4.1Thecommercialandculturalfactorsintranslation4

4.2Languagefactors5

4.3Advertisementlawsandregulations5

5.Translationexamples6

6.Conclusion7

WorksCited8

ApplicationofDomesticationMethodinCommercialAdvertisementTranslation

GuangdongUniversityofForeignStudies

Tutor:

Professor

1.Introduction

Intoday'sbusinesseconomicprosperity,itnotgoodgoodsisnaturallycanhaveagoodsale.Similarproductshaveonethousandkinds,inordertowininthefiercebusinesscompetition,businessesareoftenrecommendtheirproductswiththinkhard.Andunderthetrendofeconomicintegration,openeconomytradebringgoodsofinternationalsales.Especiallytherapiddevelopmentofinformationtechnology,TVandphones,suchastheInternetmediapresenceisfundamentallybrokenthetraditionalculturalpattern.Today'sTV,film,songsandotherforeignpopularcultureallprofoundlyaffectsthereceivingpeople.Iftoday'sworldisanopencultureblendoftheworld,sonowthemassmediaisaworldfullofadvertising.Turnonthetelevisionandturnedontheradio,connectedtotheInternet,weareavarietyofcolorfuladvertisingmostly,thatislargelyformedrichadvertisingculture.Anddifferentformsofadvertisinglanguage,orembodiesthecultureofanenterprise,orenrichmentforthepromotionofproductcharacteristics,ormorespecifically,therealessenceoflanguage.Sointoday'sworldofcross-culturalcommunicationincreasinglyfrequent,howtocorrectlytranslateforeignadvertisinginordertoadapttothetargetlanguageofmassdemandisparticularlyimportant.

2.Advertisement

2.1Themeaningofadvertisement

AdvertisingintheEnglishword"advertisement"comesfromLatin"advertere",meaning"arousethepublicattentiontosomething,andimportameansusedbyacertaindirection."Thegoalofadvertisingarediverse,butitsessenceisconsistent,ismessageofaproductoraservice,topersuadeconsumerstobuyitsproductsorservices.Advertisingasaspecialdiscoursegenre,hasitsowncharacteristics.AIDA（Attention,Interest,Desire,andAction）isthatadvertisingbusinessesarefamiliarwiththeprinciple.

2.2Purposeofadvertisement

Thepurposeofadvertisingistodrawthereader'sAttentiontoadvertisingproductsorservices（Attention）,causingInterest（Interest）,stimulatetheirpurchasingDesire（Desire）,andeventuallytotakeactiontoconsumeradvertisingproductsorservices（Action）.Theadvertisementissuccess,ifitcanwilleventuallypromptedthereadingobjecttobuyaction.Thepurposeofadvertisingtranslationshouldbethesamewiththepurposeoftheadvertisingtext,areallderivedfrommerchantsofdemandtopromoteaproductorserviceneeds.Thestrongintentiondeterminesthewritingandtranslationoftheadvertisementshouldtakethereadersasthecenter,theimpactofthetargetlanguagereadersinothercountriesshouldbeequaltotheimpactoftheoriginaladvertisingreadersintheirowncountry.Advertisingtranslationhasitsuniquestylisticfeatures,butalsofullyreproducedthevocativefunctionofgoodsAdvertisingtheoriginalwrittenwell,forreadershavestrongereffectpurchasingfunction,andifthetranslationislessthanthesamerole,advertisingtranslationisunsuccessfully;Whentheoriginalwrittenisnotsuccessful,thetranslatorinthetranslationdoesnotconsidertheeconomicbenefitsofthetranslationandblindlyloyaltotheoriginal,suchalthoughthetranslationistruthfully,butforadvertisingtranslation,isstillafailure.

2.3Thestyletypeofcommercialadvertisement

KatharinaReiss,（functiontranslationschoolrepresentative）thinkthecommercialadvertisementbelongstothetextfocusonclaims.Thetextfocusonclaimsnotonlyexpressspecificinformationintheformoflanguage,theiruniquenessisresultingintheformofnonverbalexpressioneffectwithuniquevisualangleandclearthepurposetoexpressinformation.

Thecauseofthisimportantfactorofeffectisforthereaderscleararticleisthecoreoftranslation.Thetextsfocusonclaims,torealizethefunctionofnonverbal,anyinformation,content,languageforminasecondaryposition.Itshouldarousethereaderorlistenersomeresponse,promptingthemtotakesomekindofbehavior.Thisviewcontainslanguagetheoryoftheindependentfunction.Intermsoftheory,thefunctionisexistingofallthelanguageexpression.Theaboveistotextfocusonclaimsofthestylisticfeaturesanduniquelanguagefeatures.Forthesecharacteristics,KatharinaReissinherrepresentativeworkoftranslationcriticismhavespecificanddetaileddescribe.

3.Translationtheories

Translationasabridgeoflanguagecommunicationhasalonghistory.Althoughtranslationearlyanddevelopmentofhumancivilizationmakeprogresstogether,butbuildsystemoftranslationtheoryisstruggling.ForeignizationanddomesticationhavebeenputforwardbyLawrenceVenutiin1995,Americantranslationtheorist,inTheTranslator'sInvisibility.Historically,foreignizationanddomesticationcanberegardedasextendstheconceptofliteraltranslationandfreetranslation,butnotcompletelyequaltoliteraltranslationandfreetranslation.Literaltranslationandfreetranslationfocusonthecoreproblemishowtodealwithformandmeaninginlanguagelevel,andforeignizationanddomesticationistobreakthroughthelimitationoflanguagefactors,toexpandfieldofvisiontofactorssuchaslanguage,cultureandaesthetics.Literaltranslationandfreetranslationaremostlylimitedtothevalueorientationontheleveloflanguage,foreignizationanddomesticationisbasedonthevalueorientationofbigculturalcontext.Domesticationreferstothetranslationusingastyleoftransparent,fluent,utmostgrounddowntheoriginaltranslation’sstrangenessoftranslationstrategies.Itshouldbereflectedtheworldwheresourcelanguagetextisclosetotheworldofthetargetlanguagecultureandreadersaspossible,soastoachievethesourcelanguagecultureandtheculturalequivalencebetweenthetargetlanguagecultures.Foreignizationreferstodeviatefromthelocalmainstreamvalues,retaintheoriginallanguageandculturaldifferences（Venuti,2001:

240）.Orinacertainextent,retainedtheoriginalallopatric,brokethetranslationoftargetlanguagenorm.Itclaimsthatkeepthesourcelanguagecultureintranslation,richlanguageexpressionofthetargetlanguagecultureandtargetlanguage.Domesticatingtranslationstrategyrequiresthetranslatorcloseuptargetlanguagereaders,expressionhabitofthetargetlanguagetothetargetlanguagereaders,toconveythecontentoftheoriginal;foreignizationtranslationstrategyrequiresthetranslatorcloseuptheauthor,takingcorrespondingtotheauthorsusetheprimitiveexpression,toconveythecontentoftheoriginal.

3.1Domesticationtranslationmethod

Complywiththetargetlanguagecultureandthemainstreamvalues,theassimilationoftheconservativeoftheoriginalmethod,makeitscatertolocalCanonlaw,publishingtrendsandpoliticaltrends.Thedomesticationmethodisasfaraspossiblenottodisturbthereader,andlettheauthordrawsclosetothereaders,thetranslatorleavesthereaderinpeace,asmuchaspossible,andmovestheauthorforwardquestion）.Domesticationtranslationmethodtotransfertothereadersthebasicspiritandthesemanticcontentoftheoriginalisnotinalanguageformorindividualdetailsonebyone.Itsadvantageliesinitsfluentandsmoothlanguageeasilyacceptedbyreaders,thereaderswillnotcauseunderstandingobstacles,itsshortcomingsaretranslationtendtostayonlyinthecontent,plot,orthemainpurposeofspirit,andcan'tdeepintotheculturalessenceofprecipitationinthelanguagethekernel.

3.2Foreignizationtranslationmethod

Deviatingfromthelocalmainstreamvalues,retaintheoriginallanguageandculturaldifferences.Alsoisintheprocessoftranslationmakesthereadertotheauthor,thetranslatorleavestheauthorinpeace,asmuchaspossible,andmovesthereaderforwardquestion）,strivetotakecorrespondingtothesourcelanguageexpression,reproducetheoriginalstyleandculture.Asthetwotranslationstrategies,domesticationandforeignizationistheunityofopposites,complementarytoeachother,theabsoluteabsolutedomesticationandalienationare