广告类文本翻译存在的文化过滤问题及其解决方案Word文档下载推荐.docx

1、广告被当做是一种独特的文化载体，它在经济、文化传播中的作用也越来越显著。本文以跨文化背景中的广告类文本翻译为研究对象，通过文化翻译观，运用实例分析广告类文本翻译过程中存在的语用失误、禁忌语使用不当、联想差异等问题。根据文化翻译观原则，提出翻译者应通过注重文化移情、了解英语国家的禁忌语以及考虑外国人的思维方式来解决上述问题。关键词：广告类文本；汉英/英汉翻译；文化过滤；问题；解决方法；AbstractAbstract: With the increasingly fast development of the globalization of economy, Chinas economic a

2、nd cultural exchanges with other countries have become more and more frequent. Advertising, as a special carrier of culture, plays a leading role in economic and cultural transmission. Base on the cultural translation theory and case analysis, it mainly elaborates on the pragmatic failures, inapprop

3、riate use of taboos and associative differences among the advertising text translation, aiming to prove the importance and value of cultural filtering on advertising text translation. According to cultural translation theory, the paper tries to provide some solutions for translators to solve problem

4、s like that，such as adopt cultural empathy , know more about English-speaking countries taboos and pay attention to foreigners way of thinking.Key words: Advertising text; C-E/E-C translation; cultural filtering; problems; solutions；Chapter 1 Introduction1.1 Research value of studyWith the fierce de

5、velopment of economic globalization, Chinas economic and cultural interactions with English-speaking countries are growing. More and more Chinese products walk up to the international market while an ever-increasing foreign products flood into China market. As a special communicating form that conne

6、cts corporations and customers, advertising can not only help customers know the products better, but also help corporations establish a good corporation image to explore foreign commodities market. Besides, advertising is a cultural exchange process which is constantly aiming at upholding a notewor

7、thy accomplishment of different countries languages, values, conventions, national characteristics, etc. The basic trait of culture is represented in a more comprehensive and thorough way. （Wang, 2007:11） However, because of the cultural and historical differences between China and some English-spea

8、king countries, the English advertising have some cultural factors that are not in conformity with Chinese customers tastes, so does the Chinese advertising.From the viewpoint of Susan Bassnetts cultural translation theory, the paper attempts to analyze the cultural filtering on advertising text tra

9、nslation which includes trademarks, slogans, etc. Cultural filtering is an inevitable phenomenon in advertising text translation, including the cultural filtering of values, linguistic symbols, etc. A good translated text advertisement can help the company sell products easier and enhance corporatio

10、ns popularity.1.2 Method of studyFrom the perspective of cultural filtering, the paper mainly analyses the inappropriate advertising text translation. The purpose of this study is to provide a further understanding on how cultural filtering influences advertising text translation. The paper mainly r

11、elies on two modes. The first is literature analysis which gives the thesis theoretical support. The second is specific analysis which analyses the specific advertising text translation.1.3 Organization of studyThere are six chapters in this paper. Chapter one is an introduction. The value of study

12、and method of study will be given in this chapter. Chapter two is literature review. This part mainly talks about previous research on advertising text translation, both at home and abroad. Unsolved problems of previous research will also be mentioned. Chapter three is about problems existing in cul

13、tural filtering which will influence advertising text translation. In this chapter, several specific advertising text translation examples will be given. Chapter four is a brief introduction of cultural translation theory, concluding the development and core of cultural translation theory. The fifth

14、 chapter mainly talks about how to use cultural translation theory to solve problems existing in cultural filtering. The last chapter is conclusion. It sums up the findings and limitations of this thesis will also be mentioned.Chapter 2 Literature reviewAs a relatively new research field in translat

15、ion studies, different from the literary translation, advertisement translation does not have long history either in theory or in practice. Nevertheless, it has been developed rapidly both at home and abroad. A great number of prior studies have been completed in this specific realm. In this thesis,

16、 the writer just summarizes the ones who specially focused on advertisement translation and presents the development track of advertisement translation studies.2.1 Previous overseas research on advertisement text translationHurbin P. （1972） was the first person who brought up the expression “adverti

17、sement translation” in translation studies in his piece of writing Peut-on traduire la Langue de la Publicit. The article was addressed in the days when Eugene Nidas view of equivalence was prevalent in the research of linguistic translation. He proposed a theory that if the glossaries founded on ex

18、plicit product categories were formed then the advertisement translation is probable. Whats more, he provided the significance of investigating advertising text translation and presented to readers his own perceptive comments on how to put translation into practices and how to use different language

19、s to convey advertising information.Then during the following 20 years, with the rapid economic growth among different areas, globalization has become an inevitable tendency in the economy, which certainly influenced advertisement translation studies. Equivalence was no long the major concern and fu

20、nctionalism had taken the center stage in translation studies.Seguinot Candace （1995） was the first person who highlighted the translators role in the trend of globalization and pointed out that “the marketing of goods and services across cultural boundaries involves an understanding of cultural and

21、 semiotics that goes well beyond both language and design”. She considered culture-specific matters as one of the most problematic parts of translation on the global market; however, she failed to provide a profound analysis and a satisfying approach to solve this problem.The book English in Adverti

22、sing: A linguistic Study of Advertising in Great Britain （1966） which was written by Geoffrey N. Leech is regarded as the first book to analyze advertising language in a perspective of linguistic. The book is of more scientific rather than express the authors own view. Geoffrey studies the language

23、of advertisement with a great deal of examples collected from Britain television ads. He put the emphasis on the value of rhetoric devices and syntactic structures, but he neglected social functions of ads in some degree because of the limited linguistic development at that time.Methieu Guidere delv

24、ed deeper into the relations between advertising and translation under the circumstances of globalization, and published his Translating Ads in 2000. So far, this book may be the only published one which mainly focuses on the advertisement translation. It comes into contact with international advert

25、ising of transnational firms, which calls for interpreting their own communication campaigns into other languages. Guidere explored the advertisement translation with a range of illustrative examples under different language circumstances, including Chinese. Through systematic studies about internat

26、ional ads of transnational companies, Guidere put forward a notion that the efficacy of a translated advertisement depends on what the translator intending to. However, there is an important question remains unanswered: how can the efficacy of advertising text translation be evaluated?2.2 Previous d

27、omestic research on advertisement text translationIn comparison with Western countries, China has a comparatively short history in the study of advertising translation as we had our opening and reform in the late 1970s and joined WTO in the early 21st century. There are three phases in Chinas histor

28、y of advertising translation study, respectively beginning, development, and in-depth study. Ever since mid-80s in the last century, studies in relation to the language of advertisement has emerged in several main academic journals. However, it was not until the early 1990s that the translation stud

29、ies exclusively on advertisement started. An ever-increasing amount of academic papers in relation to the issue appeared in the main foreign language journals on translation studies and a number of postgraduates embarked on exploring it in their papers.Sun Xiaoli （1995） is of the opinion that functi

30、onal equivalence cannot be ignored in advertisements translation. That is to say, the translated version of advertisement should have equivalent effects on target customers, just as the original one did. Only in this way, can the customers be impressed with the product and have their willingness to

31、purchase it.Similarly, as far as Zhang Meifang is concerned （2002）, what primary determined translation means and approaches is the expressed intention or function. Hence, the advertising translation should be capable of attracting target customers attentions and achieving sales goal. With the purpo

32、se of avoiding pragmatic failures translators should think about the cultural connotations and semantic context carefully during the process of advertisement translation.Liu Fagong pointed out in his On Principle of Chinese-English Translation of Advertising Language （1999） that advertisement translation principles are different from those of literary translation or technical translation. The primary cause is that advertising language combines terms in a more in