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1、On The Translation of Advertising English一、 課題(論文)提綱0 引言1 廣告和廣告英語的定義1.1 廣告的定義1.2 廣告英語的信息2 廣告英語的特征2.1 詞匯的特征2.2 語句的特征2.3 修辭的特征3 廣告英語翻譯的原則3.1 準(zhǔn)確性3.2 吸引性3.3 可接受性4 廣告英語的主要方法4.1 直譯4.2意譯4.3 直譯和意譯的結(jié)合5 總結(jié)二、內(nèi)容摘要在現(xiàn)代社會(huì)中，被喻為商業(yè)化身的廣告己滲透到社會(huì)的各個(gè)角落，逐漸成為人們?nèi)粘Ｉ钪械囊粋€(gè)重要組成部分。隨著我國社會(huì)經(jīng)濟(jì)的迅速發(fā)展，改革開放的進(jìn)一步深化，以及加入世界貿(mào)易組織已成為事實(shí)，中國產(chǎn)品進(jìn)入到國
2、際市場的機(jī)會(huì)大大增加了，與此同時(shí)也將會(huì)有大量的外國產(chǎn)品涌入中國市場，各種產(chǎn)品在市場上的競爭越演越烈，而廣告在促進(jìn)產(chǎn)品銷售和繁榮市場經(jīng)濟(jì)等方面的作用也越來越明顯，廣告翻譯的地位也隨之顯得越來越重要。自然的，廣告英語已成為一種重要的交際方式和現(xiàn)代社會(huì)中的獨(dú)立部分。本文分析了廣告英語的語言特點(diǎn)，闡述了廣告英語的翻譯原則，著重在廣告英語的翻譯方法及其應(yīng)用，期望本文能對(duì)我們以后翻譯廣告有所幫助。三、 參考文獻(xiàn)1 Mueller.B International Advertising Communicating Across Culture, London: Wadsworth2 Net.1. XuSha
3、nwen, 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 趙靜. 廣告英語M. 北京:外語教學(xué)與研究出版社,1992.1On The Translation of Advertising English Abstract：In mo
4、dem 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 from sat
5、isfactory 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 advertisement
6、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 when tran
7、slating 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 our life
8、. 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 increa
9、sing 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 has its
10、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 three and
11、 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 advertising. The
12、 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 though
13、 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” (Mueller,
14、 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 advertising a
15、s “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 at leas
16、t: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 the fund
17、amental 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 kinds of a
18、dvertisement. 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 mass med
19、ia, 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, which has h
20、igh commercial values. The language in English advertisement belongs to “l(fā)oaded 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 commodity
21、 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.2.1Lexical FeaturesFirstly, English adv
22、ertisements 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 than the fo
23、rmers.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 with or rem
24、ind 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.Firstly, th
25、e 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 advertisements. T
26、here 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 angle, inte
27、rrogative 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 give beau
28、ty, 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 parody, an
29、d 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 consumers
30、. 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 advertisin
31、g 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 name,
32、price, size, performance, and characteristics of the product. Then it becomes extremely important for consumers to be able to understand all the information. The translated copy should provide as much necessary information as possible. Theoretically speaking, the product information in the source te
33、xt should be reproduced in the target text completely and thoroughly, but it is impossible for some reasons. In other words, understandability occurs when absolute equivalence instead of relative equivalence is required. So, the first translation principle, faithfulness, proposed from the angle of a
34、dvertising content, aims to maintain a high degree of fidelity to the source advert, first the content, then the form, if possible. Of course, if both of them can be kept in the target text, thats perfect. Now, lets look at the following examples.E.g. 3.1.1Fresh food and fresh air. The perfect recip
35、e for a healthy life.Ive chosen. Its Candy. 新鮮食物+新鮮空氣，健康生活的絕妙處方。我選定了，Candy冰箱。 (ad for Candy fridge) (Li Haibin, 2003:100)The perfect way for people to live a healthy life is to eat fresh food and breathe fresh air, both of which Candy fridge can provide. The ST (source text) presents completely the
36、high quality of Candy fridge to readers while the TT (translated text) also transmits the original meaning faithfully. With regard to the form, the TT (translated text) keeps it well. “Fresh” is repeated twice in source text, translator also adopt the repetition,“新鮮”. Adding a“+” between“新鮮食物”and“新鮮
37、空氣”,makes the advert exactly like a recipe. Moreover, metaphor is employed in both versions.3.2 AttractivenessThis principle for translating English advertising texts is suggested from perspective of advertising form. Consumers dont pick up a magazine or newspaper and say, “I cant wait to see the ad
38、verts.” In fact, they probably just skim the adverts unless something stands out and captures their attention. It is a hard job of the advertiser to turn an advertising text into something very charming or as attractive as a magnet, in order to turn skimmers into earnest readers. As a special pragma
39、tic text with obvious communicative functions, advertising, to a great extent, depends on idiomatic, smooth, novel and appealing language for its success. Therefore, how to make an advertising appear enchanting is not only the advertisers task, but also the translators task. English is an objective
40、and rational language with plain words. Abuse of florid language is forbidden in good English, for it is considered illogical and may harm the original meaning. So it is not desirable to employ ostentatious words in English (Zhang Peiji, 2001).Chinese language always manifests abundant use of modifi
41、ers, contributing to the whole rhyming structure. Moreover, Chinese employs many refine words to describe images and set off atmosphere, thus sounding elegant. Zhang Peiji(2001) also noticed that Chinese language often resorts to tautology in order to achieve rhyming, emphasis or neat structure. Whe
42、n translating English advertising into China, translators should sometimes reproduce the original by means of reduplication and tautology, or by choosing parallel four-character phrases, thus rendering the target text attractive to Chinese consumers. English sentences are clear in meaning and tight
43、in structure. They always display partial arrangement with the verb as the center. Then flexible changes of the verbs contains of the functional, structural and even semantic information. Unlike English, sentences, Chinese sentences usually comprise several clauses and extend them in a linear way wi
44、thout a focus. Connecting clauses according to the chronological or logical order and without any semantic markers, Chinese sentences seem to be loosely structured.3.3 Acceptability“This principle of acceptability is proposed from the angle of trans-cultural communication. Advertising is not only an
45、 economic activity, but also a kind of cultural communication, which influences peoples life style and consumption patterns”(Net.2). Advertising language conveys to the audience not only the information of the commodity or service, but also the unique ideas, values and other cultural messages, for d
46、ifferent cultures tend to have very different value systems and they are manifested in communication as different communication styles. A Good mastery of the pronunciation, grammar and vocabulary of a language is far from enough. This is because people with that knowledge may still be extremely unsu
47、ccessful in their interaction with native speakers of that language if they do not have some understanding of the cultural conventions of the native speakers.4 . Ways and Methods of Advertising English TranslationTheodore Savory (1957:77) thought it impossible to create a translation theory acceptab
48、le to all, nor was it possible to create a concise translation theory. And for the sake of convenience and plainness, he put forward a translation in six pairs. They are:“A translation must give the words of the original.A translation must give the ideas of the original.A translation should read lik
49、e an original work.A translation should read like a translation.A translation of verse should be in prose.A translation of verse should be in verse”(Theodore Savory 1957:77).Translators put forward their own theories through the ages. They offered different translation types at the same time. Throug
50、h the analysis of some of the major translation methods, it can be seen what is applicable in ad translation.There, I focus on three ways: they are literal translation, free translation, combing literal translation and free translation.4.1Literal TranslationLiteral translation means change the gramm
51、ar structure of the original language into the most similar structure of another language, context is ignored but the glossaries are still quits. This method mainly used to deal with these advertisements which have clear meanings and simple and integral syntactical structures that the useful informa
52、tion people can get. That is to say, in this way, both the outside and inside meanings that the translation is send are very clear. Lets take some translations for example:E.g. 4.1.1Winning the heart of the world. 贏得天下心。 We can compare the English ads and their Chinese translations, we will find tha
53、t although the translations are not as smooth as their original form by reading, it is very brief and easy to be understood, here, we hardly have any trouble in understanding them.4.2 Free TranslationFree translation is a way opposites to “l(fā)iteral translation”, generally, it is the way that we just
54、get the content of it and ignore its form, it also allow the translators to have their creation to the advertisements as long as the primary information is included.Free translation is liberal and flexible, in its procedure; we usually consider that the audiences from different cultures will have tr
55、oubles in reading and understanding. So, the translations will be more readable if we are in the position of consumers. Here we can also take some ads for example:E.g. 4.2.1Ask for more. 摩爾香煙，多而不厭。 From the advertisement and its translation, we can find that none of its Chinese key words can be fit
56、for their English alliteration, even its sentence structures are non-existence, while its essence and connotation are subsistent in.4.3 Combing Literal Translation and Free TranslationThis way means dividing the translation into two parts: one used the literal translation and the other used the free
57、 translation. It is the complement of the two ways, and it is also the ideal and better way to solve some difficulties in advertising English that neither of the above two ways can solve.5 ConclusionAdvertising translation is an emerging science in China. But not enough attention has been paid to it
58、. Advertising also hasnt seemed to be well combined with recent translation theories and methods. So I undertook some research in this interesting but challenging subject.People usually buy a product because of the brand. And the brand needs advertisement to enter into the peoples mind. Foreign prod
59、ucts that try to enter into Chinese market will have the need of ad translation. Ad translators should know clearly about their qualifications and responsibilities. All in all, ad translation is an interesting and challenging area to explore.Bibliogrphy：1 Mueller.B International Advertising Communicating Across Culture, London: Wadsworth2 Net.1. XuShanwen, 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 趙靜. 廣告英語M. 北京:外語教學(xué)與研究出版社,1992.115
On The Translation of Advertising English英語專業(yè)畢業(yè)論文
