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1、广告汉译英翻译策略研究A Tentative Study of Translation Strategies from Chinese into English on Advertisement论文摘要 广告在经济生活中扮演着一个举足轻重的角色,它随处可见，已经成为我们日常生活中的一部分。一方面，广告能够促进销售，通过广告，企业或公司把产品的功能、特性和用途等信息传递给消费者，引起消费者的注意和兴趣，促进购买。广告宣传也会影响或改变消费者对某一产品的潜在需求，使其变为现实的购买力，从而扩大产品销售。另一方面，商家通过广告来宣传产品的特性和企业的文化，即宣传了自家的产品，又能提升企业和公司的知名
2、度。因此，广告发挥着越来越大的作用。众所周知，它是最大、最快、最广泛的信息传播媒介形式之一 。随着全球经济的发展，国与国之间的交流日趋频繁，广告翻译语言会越来越重要。本论文旨在通过中英文广告翻译实例来讨论广告英语翻译的语言特点，通过综述前人关于广告翻译中常用到的翻译原则和策略，并结合本研究选取的语料进行分析与讨论。通过这些分析与讨论，使我们了解到广告英语的特点和翻译方法。本论文所使用丰富的事例来说明广告英语的语言特点，并借此来介绍各种常用的翻译方法。这些语料主要来自各类广告，语料的类型为词语或创新的合成词。本文以功能对等理论为指导，对语料进行分析，归纳出相应的五种翻译策略和方法：1）直译2）意
3、译3）创译4）增译5）减译法。讨论与分析的结果是针对不同的广告，上述这些方法可单独运用，也可以相结合的进行翻译。通过对比中英语言的差异和分析与讨论广告英语翻译中的翻译策略和方法后，我们在进行广告英语翻译时，应准确理解原广告，并对其进行分析，关键在于选择适当的翻译策略、运用准确的翻译和修辞方法，去更好的体现原广告的内涵，并更加贴切、准确、生动的完成一则广告的翻译。关键词： 广告 广告特点 翻译方法 翻译策略 AbstractAdvertising plays an important role in economic world. It can be seen everywhere, and i
4、t has become a part of our life. On the one hand, it is true that advertisement can promote sales. The characteristics、function and use of product will be delivered to customers through advertising publicizing which will attract customers attention and their interesting, so that to promote sales of
5、products. It also affects and changes the potential demand of customers, which will make consumers to arouse their desire to increase the purchasing power, and to expend product sales. On the other hand, sellers publicize figures of product and corporate culture by advertising, which both publicize
6、product of their own and also promote reputation of companies. So, advertising is playing an increasingly important role. Everybody knows that advertising is one of the biggest、fastest and most extensive information media. With the global economic development and more frequent exchanges between coun
7、tries, translation on advertising language has become more and more important. This paper attempts to have a study of translation strategies on advertisement based on the characteristics of English discussed in adequate examples of both Chinese and English advertisements. Through the analysis and di
8、scussion, we have a better understanding of English advertisements characteristics and the translation skills in conveying information than before. With abundant examples, this paper describes the features of advertisement English and introduces the various translation methods. The examples used in
9、this paper are from different kinds of commodity advertisement, in which the words come from created compound words. In this paper, according to the functional equivalence theory, it analyzes the data and the following five translation strategies and methods: 1) Literal translation 2) Free translati
10、on 3) Creative Translation 4) Amplification Translation 5) Omission Translation. As per the different advertisings, these methods can be used individually, and also can be combined.After compare with the differences between Chinese and English languages, and then analyze and discuss the translation
11、strategies and methods during advertising translation， when we are doing the advertising translation, we should accurately understand original advertisement, and analyze the original one. The key is to choose an appropriate translation strategy, using accurate translation method and rhetoric method,
12、 which can present the original implicit meaning，and the purpose is to attempt to create a natural, vivid and appropriate advertising translation.Key Words: Advertisement; Advertisement characteristics; Translation methods; Translation StrategiesTable of ContentsPages1. Introduction.1.1 Research Bac
13、kground.1.2 Research Objective.1.3 Research Structure.88891.12. Rationale.2.1 The Definition of Advertisement.2.1.1 Definition of advertisement. 2.1.2 Classification of Advertisement2.2 The Characteristics of Advertising Language2.3 The Principles of Advertising Translation.2.3.1 The Principles of A
14、dvertisement Translation.2.3.2 The Strategies and Methods of Advertising Translation.2.3.2.1 Literal Translation.2.3.2.2 Free Translation2.3.2.3 Creative Translation.2.3.2.4 Amplification & Omission Translation999910101111121313133. Data Description.144. Data Analysis and Discussion.4.1 Data Analysi
15、s and Discussion on Literal Translation.4.2 Data Analysis and discussion on Free Translation4.3 Data Analysis and Discussion on Creative Translation4.4 Data Analysis and discussion on Amplification & Omission Translation14151516175. Result and Suggestion.5.1 Result.5.2 Suggestion1818186. Conclusions
16、.197. Bibliography.20Appendix:21A Tentative Study of C-E Translation Strategies on Advertisement1. Introduction1.1 Research BackgroundAdvertisement is not only a science but also an art. It is different from the mass media and promotional activities. Advertising plays an important role in life, and
17、it has become an important and indispensable component in economic life. Advertising is a communication tool, it is through a certain media and forms, and profit will be a commodity for the purpose of information dissemination to users and consumers. One advertisement can be a successful advertising
18、 as a commercial method, which is used to help advertisers build brand awareness, and thus generate substantial profits and outstanding reputation. With a steady development in the whole global economy, a large number of foreign goods surge into the Chinese markets, more and more Chinese products al
19、so have the opportunities to enter the international markets, competing with foreign brands. In order to compete for the world market, countries compete to sell their own products. One of the important promotional tools is using advertising. The national reputation of the goods and manufacturers wil
20、l be present to the international recommendation by advertising. So advertising plays a decisive role. A unique Advertising can help products to successfully enter the consumers life and vision in their minds occupied a certain position, it makes an excellent effect on brand of products, and makes t
21、he brand an image as a value-added product, moreover, it will bring back more and more number of target consumers.1.2 Research ObjectiveThis paper aims to study on the characteristics of advertising language translation and strategies. In this paper, C-E advertisement language are discussed, which i
22、s closely related to the language of the Sino-British advertising in the sound meaning the form of words and rhetorical differences. By analyzing the characteristics of advertising language translation, translation principles and strategies are discussed. The creator can understand and know how to t
23、ranslate a successful advertising. And its readers are infected by this advertising and achieve good results. As per the reading of Mr. Li Kexings book which is named “A Theoretical and Practical Approach”. The Strategies of advertisement translation can be presented for 5 items, which are Literal T
24、ranslation、Free Translation、Creative Translation、 Amplification Translation & Omission Translation.1.3 Research StructureThe research is divided into six parts. Part One presents the characteristics of advertising language. Part two reviews the related main theories and the strategies or methods for
25、 Chinese and English advertising translation. Part three and four attempt to discuss the types of current advertising translation and analyze the data of advertising translation, then present the suggestions on translating the advertising. Finally, the study summarizes the whole research. Introducti
26、on2. Rationale2.1 The Definition of Advertisement2.1.1 Definition of advertisement“Advertisement” is derived from the Latin advertere, means “to arouse public attention to certain things, and induces a certain direction in the use of a method”. （Wang Yanxi, 2004: 6）“Webster Dictionary” definition of
27、 advertising: Advertising is defined as directly or indirectly by strengthening sales of goods, dissemination of a doctrine or information, call to participate in various meetings and rallies conducted under the intent of all the divisions of activities in the form (Webster Dictionary, 1977 Edition)
28、.2.1.2 Classification of AdvertisementAccording to different classification standard, advertising is divided into different sorts. Firstly, as per profit achieves, it is divided into commercial advertising and non-commercial advertising. Secondly, as per advertising medium as the standard, it is div
29、ided into newspaper ads, magazine ads, radio ads, television ads, and outdoor ads and etc. Thirdly, as per advertising object, it is divided into consumer advertising, industrial advertising, service advertising. Finally, as per geographic location, it is divided into international advertising, nati
30、onal advertising and regional advertising.2.2 The Characteristics of Advertisement LanguageAdvertising language has its own distinct characteristics: concise and easy to remember, lively and hard-warming, vivid image.（Song Hong, 2006：15）.Advertising is a commercial language, thus advertising languag
31、e translation needs to be brief, vivid and eye-catching. Sentence simplification, concise language, structure simplification, vivid image of the advertising can attract the attention of consumers at the first sight. Advertising language translation can present the products to a maximal expression of
32、 the characteristics. A successful advertising can occupy the status of peoples minds. As a saying goes, one word worth a thousand pieces of gold. Which could best indication the language in the advertising（Song Hong, 2006：25）. Advertising phrases with the exquisite、 phonological harmony、clear image
33、s can also bring consumers the most information, so that consumers become impressed with the products.Advertising language with artistic requirements, using a certain rhetorical devices are modified.（Guo Guilong, 2008：16）.Advertising with its refined language, full of rich content and appropriate rh
34、etorical devices to announce products, and then meet the products are well known. Advertising language has a unique style of being a distinctive language. Its rhetoric with variety of vivid language is to increase and enhance the appeal and the appeal of the language. Advertising language makes the
35、target group influenced by promotional products and creates goodwill. A successful advertising directly affects the products purchasing power. Translation in advertising language is extensive use of rhetoric, showing of product visualization and specific. So that advertising language fluently, which
36、 will bring the public attention and to help the public memory. In English advertising, extensive use of metaphor、personification、pun、parallelism、hyperbole、rhyme and etc. Translation in the advertising, a lot of rhetoric will make the use of words or the article is even more lively and fully express
37、 their feelings and ideas.2.3 The Principles of Advertisement TranslationAdvertising is an indispensable component in todays economic globalization world. It is the catalyst for the development of modern commodity economy. It is also a role to contact the production as sale of bonds and bridges. Pro
38、ducts were introduced to customers through the advertisement broadcast, which can attract peoples attention and help to increase the purchasing desire. So the advertising translation is more and more important today.2.3.1 The Principles of Advertisement Translation Eugene A. Nida, an American transl
39、ation theorist, who raised the theory of functional equivalence at 60s in the last century. He thought that the translation needs to be considered is focus on “translation receiver can correctly understand and appreciate the translation on which level”. The essence of theory of Functional equivalenc
40、e is “to compare the way of original receiver understanding the original and the way of translation receiver understanding the translation.” （2001：86）. Nidas theory on advertising translation plays an important role in guiding function, and it has been considered as the standards by translators.“Fun
41、ctional equivalence is another different formulation which is based on the dynamic equivalence. The so-called “dynamic equivalence”, which means: the reader of the translation and the original readers of the information shown on the original information consistent with the reflection (1969:24), Func
42、tional Equivalence and dynamic equivalence are in fact consistent in terms of their meanings. Theory of Functional equivalence is from the perspective of the readers and stresses readers response. It asks the reader not only to understand the original meaning, but also need to take action. Nida argu
43、es that if the translation reader can understand and appreciate as the original reader, it can be said that such a translation has achieved a functional equivalence.” Advertising translation which is under the guidance of the theory of Functional Equivalence should rigidly adhere to the original str
44、ucture, using the accepted language form to re-organize the advertising translation language, which will achieve the goal of promoting products by making full use of the charm of advertising and then result in getting good effect of such advertisement. 2.3.2 The Strategies and Methods of Advertising
45、 TranslationUnder the guidance of functional equivalence theory, translated advertising is most likely to achieve the purpose of advertising and demonstrates the best part of its business function, which will achieve the desired business results. Based on traditional translation standard, a number o
46、f different translation strategies have emerged. Among of them are five strategies frequently use. They are Literal translation、Free translation、Creativity translation, Amplification & Omission translation. These translation strategies are feasible in practice. During advertising translation, the translator can as per the characteristics of different products, flexible use them.Generally speaking, characters used in different countries, ethnic and regional are different. The significant differences existed in sound, meaning and text form among the countries.
