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

1、On the Translation of Advertising English商英专业论文中国某某某某学校学生毕业设计(论文)题 目： On the Translation of Advertising English 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 On

2、 The Translation of Advertising English 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

3、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.B International Advertising Communicating Across Culture, London: Wadsworth2 Net.1. XuShan

4、wen, Functional Analysis and Translation， index.him3 Net.2. Su Yu & Yang Liu, An Analytic Study of Advertising English And Its Translation，4 Theodore Savory (1957), The Art of Translation, London: Jonathan Cape5 赵静. 广告英语M. 北京:外语教学与研究出版社,1992.1On The Translation of Advertising English 00000000Abstrac

5、t：In modem society，advertisement，the embodiment of commerce，is becoming an important part in our daily lives. The intensified international exchanges and severe competition involve a growing need for advertisement and thus the translation of it. However, the study of advertising translation is far f

6、rom satisfactory to its need and the traditional translation theories seem increasingly inadequate. That is because advertisements are of a very practical type of writing with high commercial value, and the ultimate purpose of all advertisements is the sameto promote sales.Naturally, English adverti

7、sement has become an important way to communicate ideas, and it also becomes indispensable in the modern world.In this thesis, I will analyze the features of English advertisement, the translation principles of it and the ways in translating it. It is hoped that we can get some useful information wh

8、en translating the advertisement.Key Words: advertisement；English advertisement；translation principles；translation ways0 . IntroductionIn the era of information, advertisements have infiltrated into all walks of life and become an important source of information as well as an indispensable part in o

9、ur life. With Chinas entry into the World Trade Organization, more and more multinationals are doing business in China. And the local people get to know more about foreign products through advertisements, which appear almost everywhere, on TV, in newspapers and in the street. So there seems to be an

10、 increasing need for translation of English advertisements. Studies in this field will also be of great significance.Many studies on advertisements made by various scholars both at home and abroad have enabled people to have understanding of advertising.Advertising English is a practical style, it h

11、as its own features, and its translation is provided with unique ways and principles. And in this thesis there are four chapters. In chapter one, I talked about the definition of advertisements and advertising English, and in chapter two I mentioned the features of advertising English, in chapter th

12、ree and four I have talked the principles and ways of advertising English translation.1. Definition of Advertising and Advertising English1.1 Definition of AdvertisingBefore exploring the present topic, we need to find out what advertising is. In other words, well clarify the definition of advertisi

13、ng. The word “advertise” originated from the Latin word “advertere”, which means “to inform somebody of something” or “to make known to the public” (Mueller, 1996:55). There are different kinds of definitions for advertising. Advertising is defined as “a method of delivering a message from a sponsor

14、 though an impersonal medium, to many people”; as “the use of mass media to carry paid message for a commercial purpose or to advance a cause, institution, or political candidate” and as “any paid from of non-personal presentation and promotion of idea, goods or services by an identified sponsor” (M

15、ueller, 1996:55). Owing to the limit of space, many more definitions are not listed here. But it should be noted that the definition by American Marketing Association (AMA) is the most popular and is most widely quoted as a relatively standard and precise definition of advertising. It defined advert

16、ising as “The non-personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsor through the various media” (Zhao Jing, 1992:1).From the above definitions, we can understand that advertising takes the following meanings

17、at least:1) It aims at groups of people rather than individuals. Advertising is non-personal; it is directed toward the masses of anonymous people.2) Most advertisements are paid by specific sponsor expect a few unpaid ones like public service announcements.3) Advertising should be persuasive, for t

18、he fundamental role of advertising is enhancing brand awareness and urging people to purchase. The message has the explicit purpose of increasing sales through persuasion. (Zhao Jing, 1992:3).1.2 Information of Advertising EnglishEnglish in advertising refers to the English specially used in all kin

19、ds of advertisement. Advertising English as a practical style with high commercial value involves selling power and memory value, thereby it impresses the audience deeply. Advertisements must be eye-catching and possess attention value and readability.2. Features of Advertising EnglishAs a kind of m

20、ass media, advertising plays a very important role in modern society and permeates every aspect of social life. The advertising language has caused more and more attentions. As a kind of linguistic art, advertising has aroused attention to its language features. It is a sort of practical style, whic

21、h has high commercial values. The language in English advertisement belongs to “loaded language”, which has a high “persuasive power”. It aims at inspiring peoples imagination, stimulating their emotion, and persuading them to purchase certain commodities. It transfers the least information about co

22、mmodity and service, and accelerates and promotes the sales of commodity, and consequently furthers the development of modern society. In this chapter, we focus on the features of advertising English: its lexical features, syntactical features and rhetorical features.2.1 Lexical FeaturesFirstly, Eng

23、lish advertisements usually involve many words; we call them as coinage and anagrammatic spelling, in order that it can draw attention of the people and covey the information of products effectively. Although these words are different from their original form, they are more vivid and interesting tha

24、n the formers.Secondly, advertising usually use concise and an accurate words and expression. “Copywriting will directly influence purchasing motivation and is closely related to the benefit of the public”.(Net,1)2.2 Syntactical FeaturesThe purpose of all advertisings is to familiarize consumers wit

25、h or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable, and memorable.Fir

26、stly, the simple sentences are wildly needed in advertising English instead of complex ones, because the simple ones are easy to understand and memorable by consumers. They are concise in reading, lively and beautiful by hearing. Secondly, the interrogative sentences are frequently used in advertise

27、ments. There are two reasons to use interrogative sentences. Viewing from the angle of psychology, it divided the process of information receiving into two phases by first raising a question and then answering it. Thus it turns the passive receiving into active understanding. From the linguistic ang

28、le, interrogative sentences decrease the grammatical difficulty, because they are usually short in advertisements. Thirdly, the imperative sentences are used in advertising English. 2.3 Rhetorical FeaturesRhetoric is widely employed in advertising English. Advertisers have made good use of them to g

29、ive beauty, and force of advertising, and the creative use of them results in advertisements which are emotionally alive, intellectually appealing and memorable.In advertising English language, a lot of rhetoric are used, the top five frequently used are: analogy, personification, repetition, pun pa

30、rody, and rhyming.Perhaps, analogy is the most widely in advertising English. It can be divided into two kind simile and metaphor. Simile is to compare one thing to another one, and in advertisement, the businessmen usually use it to make the abstract thing into the concrete one or familiar one to c

31、onsumers. In this way, it can attract the consumers interests and love ness to the goods.3 . Principles of Advertising English translationPrinciples for advertising translation discussed and illustrated in this chapter are based on and derived from the generally accepted translation standards. As ad

32、vertising texts display so many distinct characteristics and play various exclusive functions. Three principles for advertising translation are introduced in the following.3.1 FaithfulnessOne of the main functions of advertising is to provide product information, including information about the brand