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1、广告的特征及翻译策略Characteristics and Translation Strategies of AdvertisementsAbstract: Nowadays, advertisement plays a more important role in everyday life, especially after Chinas entering the WTO and opening up to the outside world. A lot of advertisements can be found on TV shows, radios, in newspaper,
2、magazines and so on. As a result, ads translation is distinctive important. Meanwhile advertisement is an strong-aimed style(usually its main purpose is to draw the customers attention to buy the goods and it has its own special characteristics so that it is necessary for us to grasp quite a lot of
3、knowledge of ads. In this paper, firstly, the author would like to look back to the history and development of ads. It is also necessary to know the definition and classification of ads. Furthermore, one had better know the characteristics of ads (from words, sentences and rhetoric means to its size
4、).In the practice of translating ads, there is no doubt that certain translation standards and techniques are very helpful for people. In the final chapter, the author will talk about two basic translation strategies: literal translation and free translation .There is no doubt that the translation o
5、f advertising is no easy job. By virtue of advertisement introduction and translation techniques of advertisements, it is hoped that the advertisements translation will be better and finer.Key words: Advertisement; translation; characteristic; literal translation; free translation摘要：如今，特别是改革开放和中国入世后
6、，广告在人们的日常生活中起着越来越重要的作用。在电视上，收音机里，报纸上，杂志里，人们都可是发现大量的广告。由此，广告的重要性十分突出。同时广告是一种目的性很强的文体（他的主要目的是吸引顾客来购买他们的商品），广告有自己的独特之处，很有必要了解大量的广告知识。在这篇论文中，笔者会首先回顾一下广告的历史和发展。当然，知道广告的定义以及其大体分类也是有必要的。读者需要进一步了解广告的特点（从单词、句子、以及修辞等方面来分析）。在翻译广告的实践过程中，遵循一定的翻译原则，掌握一定的翻译技巧对广告翻译是很有帮助的。在最后的章节中，笔者将从直译与意译两个方面来简单地讨论一下广告的翻译策略。当然广告的翻译
7、并不是件易事，但通过努力可以把它做得更好。关键词：广告；翻译；特点；直译；意译ContentsAbstractKey words. Definition and Classifications of Advertising.1A. Development of Advertising.1B. Definition of Advertising.1 C. Classifications of Advertisements.2 II. Features of Advertising Syntax. .2A. Simple and Colloquial Language. 2B. More Use
8、of Simple and Shortened Sentences, Less of Complex Sentences.3 C. The Use of Interrogative Sentence.3 D. The Use of Imperative Sentences. .4. Rhetoric Features of Advertising.4A. Parallelism.4 B. Personification.5 . Translation Strategies of Advertisements.5A. How to use literal translation in adver
9、tising translation? .61. Literal Translation.6 2. Literal Translation is Not Word-for-word Translation.7 B. How to use free translation in advertising translation? .91. If there is some trouble to understand a sentence in using literal translation, use free translation.92. Don not adds personal emot
10、ion to the original works.10. Conclusion.11Works Cited I. Definition and Classifications of AdvertisingA. Development of Advertising People have deeply depended on advertisements since its born on the Earth. It is said that in the 17th commercial advertising have begun to appear on British newspaper
11、s. In the West, the real power to promote advertisements modernization is the moveable type of printing technology, which was invented by Johann Gutenberg in 1440. Another significant technical progress is the invention of photography in the early 1800s. This invention promoted advertisements which
12、were read-only gradually becomes advertisements which could appreciate and realize visualization.In 1841, Volney B.Palmer, who began his business in Philadelphia, became the first advertisement agent of America. In 1890, another advertisement firmN.W.AyerSon, which made plans, did creations and prop
13、aganda for its customers, became the first advertisement agency company with significant meaning of modernization. During 1920s, namely after the First World War, the “era of salesmanship” has come; meanwhile, advertisement began its “salesmanship on newspapers” in real sense. During 1950s, Rosser R
14、eeves, the pioneer of American advertising, proposed USP (unique selling proposition), a sale idea, which meant every advertisement must point out the products USPunique selling proposition those basic features that differentiated it from competitive products, and must constantly do so. In the secon
15、d half of 20th century, advertising experienced the Image Era in the 1960s, positioning Era in the 1976s, Me Decade in the 1980s, and Integration Period in the 1990s successively. Today, as a selling means, advertisements have got rid of simplexes and directness to become mature and powerful. It has
16、 even regulated the products quality function and the buyers personalities. (Crystal and Dary 87)B. Definition of AdvertisementsIt should be admitted that the definition of advertisement is evolving as the time changes. The word “Advertisement” comes from the Latin word “Advertere” in the early time
17、, which means to call the peoples attention to something. In Chinese, the word “advertisement” means to tell something to the public. It is evident that there are some similarities on the definition of advertisements between Latin and Chinese.There were many different definitions above advertisement
18、s in history, among these, one definition is commonly accepted, and it is defined by American Marketing Association: “Adverting is the non-personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through various m
19、edia.”（Liu 3）However, this definition is some what unilateral. It lopsidedly emphasized that the characteristics of advertisement are means of information spreading and payable. In my opinion, the definition of modern advertisement which defined by Chen Peiai, who is a professor in Xiamen University
20、, in his Advertising Theory is more complex, appropriate and accurate by contrast with other definitions. He thought: “Advertisement is the information which paid by the advertisement owner through artificial process to achieve the purpose of activity by different media.”(Chen 10)C. Classifications
21、of AdvertisingThe classification of advertising is various in different points of view. Distinguishing these classifications can help a translator not only have a proper choice but also master the usage of advertisement translation.Modern advertising can be mainly classified into three aspects:1. Cl
22、assification by Target Audience 2. Classification by Geographic Area CoveredIn a word, the forms of advertisements are various; we should try to find a perfect translation means according to different types of advertisements. Features of Advertising SyntaxAdvertising language requires being concise
23、and interesting. Thus, advertising styles than other styles has its own characteristics in syntax. A. Simple and Colloquial LanguageAdvertising literature simplicity and colloquial features actually concord with some practical application needs because the simple sentence can be easily understood an
24、d remembered by people in a short time, and colloquial advertising is easier to be accepted. Here are two advertisements:1. Is Her Skin Really This Beautiful?Not without a little help, it isnt.Max Factor Foundations are too sheer, too light, to be seen. But the results cant be missed.Choose from Vel
25、vet Balanced Made-up-a pH balanced, oil-free liquid to maintain your skins natural acid balance.Velvet Touch. A gossamer light, basic foundation to give your ski a fresh radiant look.Ultra Moist. A creamy, richly moisturized thats especially kind to drier skins.Use one of these foundations from Max
26、Factor and they could be asking it of you .is her skin really that beautiful?DONT YOU LOVE BEING A WOMAN?2. FRESCANOW THERES A TASEFUL ALTERNATIVE No caffeine. Virtually no calories. Just a unique, sparking citrus taste. FRESCAThe body of example 2 only has 9 sentences, 91 words, with an average of
27、10 words per sentence. The shortest sentence only has two words, the longest sentence 17 words. The body of simple 2) only has three sentences, eleven words, and an average of 4 words, the longest sentence only has six sentences. It is very short compared with other styles.B. More Use of Simple and
28、Shortened Sentences, Less of Complex SentencesAdvertising needs space and cost to achieve the best publicity in a limited amount of time. Thus, the sentence of advertisements must be simple, easy to understand and remember for readers, so that they will be more concentrated in the commodities, rathe
29、r than the understanding of advertising. Long and complex sentences would distract readers attention and the advertising will be difficult to achieve the desired results. Much good advertising is known for strong and simple sentences. C. The Use of Interrogative SentenceInterrogative sentence in adv
30、ertising accounts for an important position. According to statistics, there is an interrogative sentence in every 30 sentences. This is because the interrogative sentence can make some response from people, and arouse their reaction. For example, example a has a interrogative as title. It aroused th
31、e curiosity of readers, make readers continue to read the text, in order to open doubt in their heart; in the end of advertising, interrogative can suggest the readers take action immediately. For example:1. Could anything ever replace the taste of good old grape or apple juice? How about raspberry?
32、2. Whats so special about Lurpak Danish butter? Well, can you remember what butter used to taste like-real fresh from house butter? Do you remember you used to enjoy it when you were young? D. The Use of Imperative SentencesImperative sentence have the meaning of request or orders somebody to do som
33、ething and the purpose of it is to persuade and urge people to take some action (such as the purchase of commodities). Therefore, a large number of imperative sentences are used in advertisements. The common verbs used in advertisements often appear in imperative sentence. For examples:1. Look for T
34、op shelf on your grocers shelf in the new microwave entre section, and go places wit it. -Hormel Food2. Get ready to encounter the new trend in timepieces.Watch that are indicators of tastes and moods that express you. - Citizen Watch. Rhetoric Features of Advertising Today, advertisements as many a
35、s forests, in order to make their own advertisings special with others, and cause attention, the authors often use some figures speech in advertisements. Those figures include: parallelism, personification, pun, repetition.A. ParallelismParallelism sentence could expressing strong feelings, highligh
36、ting emphasized content, and strengthen language momentum. At the same time, way neat, clear rhythm. This marked with advertisements nature persuade initiatives consistent. Lets see tow examples:1. I have seen history unfold before me.I have seen the enduring strength of the human spirit.I have seen
37、 freedom triumph over oppression,I would like to see peace. James Nachtwey, photojournalist What would you like to see?See your world more clearly and comfortably with 1-day Acuvue, the ultimate contact lens. Precision-crafted for exceptional vision. And you change them every day, so theyre healthie
38、r and more comfortable for your eyes.2. For dreamers, its paradise. For romantics, its true bliss. For $ 199 a night, its absolutely irresistible. To learn more about the Principality of Monaco, call 800-753-9696.B. Personification Personification in advertising is to personify the goods, and give f
39、eeling and emotion as person. It can make us feel better when we see the advertisement. Lets see some examples:1. The first bra to understand the facts of life. an bra advertisement 2. We are proud of the birthplaces of our children, the grapes of Almaden.On our classic varietal wines, you will find
40、 the birthplaces of our children. Almaden wine1975, the company -Matex in U.S. produced a quality corrosion resistant agents, in order to keep the public informed about the products, the company decided to advertising. They named their products “Rusty Jones” to distinguish it from other similar prod
41、ucts, and make it seems like a person. Then Rusty Jones turned into a tall, has brown hair red, wearing work trousers and labor shirt, hard-working person. It gives people the impression of lovely and kind.In the advertisement of Matex Company, Rusty Jones gives people that message:3. “Hi, Im Rusty
42、Jones. Im the one new car option you can buy that will actually appreciate in value. Ill stay with you ,winter and summer, today and night, no vocations, no even a coffee breaksaving your car from rust. And a rust free car is always worth more.”(Zhao 73)Because of Rusty Jones, becoming known and acc
43、epted by the public, people have purchased to buy Matexs corrosion resistant agents. The sales of Matex have risen to 100 million U.S dollars in 1980 from 2.5 million U.S dollars in 1974. Translation Strategies of AdvertisementsLiteral translation and free translation are two basic skills of transla
44、tion. Literal translation refers to translate a sentence originally, keep the original message form, including construction of sentence, meaning of the original words, and metaphor of the original and so on. Translation would be fluent and easy to comprehend by target language readers. (He 57)Free t
45、ranslation refers to, according to the meaning of the original, without paying attention to the details and translation would also be fluent and natural. Free translation need not pay attention to the form of the original, including construction of the original sentences, meaning of the original wor
46、ks, and metaphor of the original and so on. But free translation does not mean to delete or add content to the original and translators must consider the original carefully, know its stress, translate it naturally, and express the meaning of the original. Free translation is a skill which translator
47、s must know the culture of both source language and target language, and must have extensive knowledge. (He 60)When translating, it should not use literal translation completely or use free translation completely. According to the passage which you are translating, you should use literal translation frequen
