商業(yè)廣告翻譯策略探究英語(yǔ)論文

1、 本科生畢業(yè)論文（設(shè)計(jì)）冊(cè)作者XX指導(dǎo)教師XXX 所在學(xué)院 XXX學(xué)院 專(zhuān)業(yè)（系） 英語(yǔ)教育 班級(jí)（屆） XXXX級(jí)X班 完成日期 XXXX 年 5 月 8 日XXXX大學(xué)本科畢業(yè)論文（設(shè)計(jì)）任務(wù)書(shū)編 號(hào)：論文（設(shè)計(jì)）題目： 商業(yè)廣告翻譯策略探究 學(xué) 院： XXX學(xué)院 專(zhuān)業(yè)： 英語(yǔ)教育 班級(jí)： X班 學(xué)生： XX 學(xué)號(hào)： XXXX指導(dǎo)教師：XXX 職稱(chēng)：XX 1、 論文（設(shè)計(jì)）研究目標(biāo)與主要任務(wù)廣告是一種具有很高商業(yè)價(jià)值和實(shí)用性的文體，一則廣告必須具備說(shuō)服力和記憶價(jià)值。本文著重研究商業(yè)廣告中英文翻譯的策略，給譯者提供較為實(shí)用的廣告翻譯方法。2、 論文（設(shè)計(jì)）的主要容該論文包括五部分。本文第一部

2、分討論了商業(yè)廣告翻譯的幾個(gè)基本概念和商業(yè)廣告業(yè)的發(fā)展趨勢(shì)。在第二部分分別從三個(gè)部分論述了中英廣告用語(yǔ)的不同特點(diǎn)。接下來(lái)介紹了廣告翻譯的理論基礎(chǔ)，然后將翻譯理論與商業(yè)廣告翻譯實(shí)際相結(jié)合，總結(jié)了商業(yè)廣告翻譯的評(píng)價(jià)標(biāo)準(zhǔn)，以奈達(dá)的“動(dòng)態(tài)對(duì)等”理論作為主要理論基礎(chǔ)。本文的最后部分總結(jié)了在中英商業(yè)廣告翻譯過(guò)程中常用的七種翻譯方法，并附有實(shí)例與評(píng)論。3、 論文（設(shè)計(jì)）的基礎(chǔ)條件與研究路線從廣告翻譯的理論出發(fā)，分析廣告翻譯的發(fā)展，評(píng)析廣告翻譯的標(biāo)準(zhǔn)，主要研究路線是廣告翻譯的語(yǔ)言特點(diǎn)，廣告翻譯的理論基礎(chǔ)，廣告翻譯的實(shí)踐應(yīng)用。4、 主要參考文獻(xiàn)Eugene Albert Nida. 1964 A Synopsis

3、 of English SyntaxSummer. Oklahoma: Institute of Linguistics, University of Oklahoma Press郭著章，慶生. 2003. 英漢互譯實(shí)用教程，：大學(xué)衛(wèi)東，2001，尋求廣告翻譯的最佳關(guān)聯(lián)，：大學(xué)5、 計(jì)劃進(jìn)度階段起止日期1初定題目查閱資料2012-12-2013-32列出提綱2013-3-2013-43確定初稿2013-4-2013-54論文定稿2013-5-085指 導(dǎo) 教師：年月日教研室主任：年月日注：一式三份，學(xué)院（系）、指導(dǎo)教師、學(xué)生各一份XXXX大學(xué)本科生畢業(yè)論文（設(shè)計(jì)）開(kāi)題報(bào)告書(shū)學(xué)生XX論文（設(shè)計(jì)）

4、題目商業(yè)廣告翻譯策略探究指導(dǎo)教師XXX專(zhuān)業(yè)職稱(chēng)XX所屬教研室商務(wù)英語(yǔ)研究研究方向翻譯課題論證：近年來(lái)隨著商品經(jīng)濟(jì)的發(fā)展和各國(guó)經(jīng)貿(mào)交往的增加，隨著世界經(jīng)濟(jì)的逐漸融合蓬勃發(fā)展和進(jìn)出口貿(mào)易的日益興盛,來(lái)自世界各地的國(guó)家和地區(qū)爭(zhēng)先恐后地在異國(guó)占領(lǐng)市場(chǎng)。因此，中英文廣告的翻譯顯得越來(lái)越重要。它強(qiáng)調(diào)的是譯文的效果，不僅要提供明白易懂的商品信息，而且還要具有原文的感染力,讓譯文讀者也能獲得同樣的感受。本文就現(xiàn)實(shí)生活中的一些典型的英語(yǔ)廣告著手,從翻譯效果的角度探討如何在廣告翻譯中實(shí)現(xiàn)在功能對(duì)等的基礎(chǔ)上的效果。本文首先討論了商業(yè)廣告翻譯的幾個(gè)基本概念和商業(yè)廣告業(yè)的發(fā)展趨勢(shì)。然后分別論述了中英廣告用語(yǔ)的不同特點(diǎn)。

5、接下來(lái)介紹了廣告翻譯的理論基礎(chǔ)，首先從宏觀介紹了幾種較為流行的翻譯理論，包括中國(guó)古代嚴(yán)復(fù)的“信、達(dá)、雅”，奈達(dá)以與紐馬克的主要理論，然后將翻譯理論與商業(yè)廣告翻譯實(shí)際相結(jié)合，總結(jié)了商業(yè)廣告翻譯的評(píng)價(jià)標(biāo)準(zhǔn)，以奈達(dá)的“動(dòng)態(tài)對(duì)等”理論作為主要理論基礎(chǔ)。最后總結(jié)了在中英商業(yè)廣告翻譯過(guò)程中常用的七種翻譯策略，包括直譯、意譯、音譯、增譯、減譯、套譯、轉(zhuǎn)譯。方案設(shè)計(jì)：從廣告翻譯的理論出發(fā)，分析廣告翻譯的發(fā)展，評(píng)析廣告翻譯的標(biāo)準(zhǔn)，主要研究路線是廣告翻譯的語(yǔ)言特點(diǎn)，廣告翻譯的理論基礎(chǔ)，廣告翻譯的實(shí)踐應(yīng)用。進(jìn)度計(jì)劃：2012年12月至次年3月 確定題目與查閱相關(guān)文獻(xiàn) 2013年3月31號(hào) 列出提綱 2013年4月2

6、0號(hào) 確定初稿 2013年5月8 號(hào) 論文定稿指導(dǎo)教師意見(jiàn)： 指導(dǎo)教師簽名： 年 月 日教研室意見(jiàn)：教研室主任簽名： 年 月 日XXXX大學(xué)本科生畢業(yè)論文（設(shè)計(jì)）文獻(xiàn)綜述Literature ReviewIn translation history, Functional Equivalence is a variant of the comparable effect. Tylter, British translation theorists, was the first person who proposed the comparable effect theory. In 1790,

7、in his book "On the Principles of Translation", he gave the "good translation" a definition: "A good translation is to completely convert the advantages of the original text to another language, enable those people in target language countries can clearly comprehend, strong

8、feelings, just as people using the original language comprehension." This means that a good translation should be able to make the same effect in different language societies as that in the original one. The German translation theorists Kaul called it comparable effect (same effect) in the book

9、 "Art of Translation" in 1896. The concept of functional adequacy in translating has been described in a number of books and articles as“dynamic equivalence”It was first put forward in Toward a Science of Translating (1964) and elaborated in The Theory and Practice Translation (1969) in gr

10、eat detail. Functional Equivalence is the same that of dynamic equivalence. Thus dynamic equivalence is defined as that in terms of the degree to which the receptors of the message in the receptor language respond to it is substantially the same manner as the receptors in the source language”(NidaTa

11、bet,1969).At the end of the 19th century, Yan Fu, put forth the three principle of translationfaithfulness, expressiveness and elegance. Faithfulness means equivalence, mainly concerning the content. Expressiveness refers to the relationship between the message and the receptors. Elegance relate to

12、style. In a word, Yan Fu made great contributions to the development of translation of China. Afterwards, there is a great number of translators and translation theorist such as Lu Xun, Qu Qiubai and Ji Xianlin, etc. They also put forward a lot of translation theories similar to equivalence theory i

13、n the western countries. All of them have contributed to the development of equivalence theory.Functional equivalence is one of the most suitable translation theories for advertising translation. The term “equivalence” in translation first appeared in J.R.Firths writing (1957) when he stated that “t

14、he so-called translation equivalence between two languages are never really equivalent” (Snell-Hornby, 1988). Briefly， J.R.Firth，Nida, Catford, Baker, Newmark and Wilss，all of these theorists have endeavored to interpret the notion of equivalence，approached equivalence from different angles and pers

15、pectives and all have contributed much to this area of research.In 1969 the famous American translation theorist Eugene A. Nida put forward functional equivalence theory. Unlike the traditional translation theories that mainly stress the correspondence between the source language and target language

16、, Nidas functional equivalence theory readers response. Nida points out that in order to reach the ideal translation, it is necessary to find the closet natural equivalence. Nida's functional equivalence theory opened up a new perspective to translation studies. In Nidas view, translation is not

17、 only the equivalence of words meaning, but also includes semantics, and style, the message translation of both the surface lexical information, but also deep cultural information. Nidas focus on receptors response in his new concept of translating is actually the theory of dynamic equivalence, whic

18、h is directed primarily toward equivalence of response rather than equivalence of form(Nida,1969). In Nidas opinion, a dynamic equivalent translation must fit the receptor language and culture in order to make the translated message intelligible and natural to the target language receptors. “A trans

19、lation of dynamic equivalence aims at complete naturalness of expression，and tries to relate the receptor to modes of behavior relevant within the context of his own culture；it does not insist that he understands the cultural patterns of the source language context in order to comprehend the message

20、 (Nida，1964：159).” In 1969, in Nidas work, from one language to another, he started to use the term functional equivalence to replace dynamic equivalent. However, there is not much difference between them. Nida described functional equivalence like this: Basically, dynamic equivalence has been descr

21、ibed in terms of functional equivalence. The translation has been defined on the basis that the receptors of a translation should comprehend the translated text to such all extent that they call understand how the original receptors must have understood the original text (Nida, 1969).” Nida further

22、perfect his theory in the 1990s. In his book Language, Culture and Translating, he divided functional equivalence into different degrees of adequacy from minimal to maximal effectiveness on the basis of both cognitive and experiential factors. The Minimal definition of functional equivalence is “The

23、 readers of a translated text should be able to comprehend it to the point that they call conceive of how the original readers of the text must have understood and appreciated it.” The Maximal definition of functional equivalence could be stated as “The readers of a translated text should be able to

24、 understand and appreciate it in essentially the same manner as the original readers did”.編號(hào)：本科生畢業(yè)論文設(shè)計(jì)題目 商業(yè)廣告翻譯策略探究 作者XX指導(dǎo)教師XXX所在學(xué)院 XXX學(xué)院 專(zhuān)業(yè)（系） 英語(yǔ)教育 班級(jí)（屆）XXXX級(jí)X班 完成日期 XXXX 年 5 月 8 日An analysis of the Strategies in Translating Commercial AdvertisingsBYXXProf. XXX, TutorA Thesis Submitted to Departmen

25、t of EnglishTranslation in Partial Fulfillment of theRequirements for the Degree of B.A in EnglishAt XXXXUniversityMay.8th, XXXX Abstract Nowadays, international trade is becoming increasingly frequent, and international advertising industry is booming accordingly. Advertising is a form of propagand

26、a which is used by multinational corporations when they conduct cross-cultural and cross-border business. In this process, commercial advertising translation plays an important role. A successful translation of an advertisement can instantly leave an indelible impression in peoples minds. In order t

27、o translate advertisings better, the translator must pay attention to some tips or strategies.This thesis is about strategies of translating advertisings between English and Chinese. Firstly, some basic concepts about commercial advertisings are discussed, together with the development of advertisin

28、g industry. Considering the differences between English and Chinese, the features of advertising texts are discussed from three perspectives respectively in the second part. The following part is about the theories of translation. This part is divided into two parts. In the first part, the popular t

29、ranslation theories of many theorists are introduced, such as Yan Fu, Nida and Newmark. Among these theorists, Nidas theory of Dynamic Equivalence is considered as the fundamental theory in translating commercial advertisings in this thesis. The second chapter is about the application of Nidas theor

30、y of Dynamic Equivalence in translating commercial advertisings. The final part of this thesis is about the seven strategies which are frequently used in practical work. All these strategies are elaborated with examples and criticism.Key words Translation Advertising Dynamic Equivalence摘要 隨著國(guó)際商貿(mào)交往的日

31、益頻繁, 國(guó)際廣告業(yè)蓬勃發(fā)展。廣告成為了許多跨國(guó)公司商業(yè)營(yíng)銷(xiāo)的一種宣傳形式。在跨文化跨國(guó)界的商業(yè)交流中，廣告翻譯發(fā)揮著十分重要的作用。 一句翻譯到位的廣告詞往往可以瞬間在人們心中留下不可磨滅的印象。而要做好廣告翻譯必須講究一些技巧或策略。本文主要論述中英廣告翻譯中的策略。本文第一部分討論了商業(yè)廣告翻譯的幾個(gè)基本概念和商業(yè)廣告業(yè)的發(fā)展趨勢(shì)。鑒于中英文文體差異較大，本文在第二部分分別從三個(gè)部分論述了中英廣告用語(yǔ)的不同特點(diǎn)。接下來(lái)介紹了廣告翻譯的理論基礎(chǔ)，首先從宏觀介紹了幾種較為流行的翻譯理論，包括中國(guó)古代嚴(yán)復(fù)的“信、達(dá)、雅”，奈達(dá)以與紐馬克的主要理論，然后將翻譯理論與商業(yè)廣告翻譯實(shí)際相結(jié)合，總結(jié)了

32、商業(yè)廣告翻譯的評(píng)價(jià)標(biāo)準(zhǔn)，以奈達(dá)的“動(dòng)態(tài)對(duì)等”理論作為主要理論基礎(chǔ)。本文的最后部分總結(jié)了在中英商業(yè)廣告翻譯過(guò)程中常用的七種翻譯方法，并附有實(shí)例與評(píng)論。關(guān)鍵詞 翻譯 廣告 動(dòng)態(tài)對(duì)等Table of ContentsAbstractAbstract in ChineseTable of ContentsChapterIntroduction1Chapter Explaining Advertising32.1Definition32.2 Features of Commercial Advertising Texts3Chapter Related Theories in Commercial Ad

33、vertisingTranslation93.1 Basic Theories of Translation93.2 The Criteria for a Good Commercial AdvertisingTranslation11Chapter Basic Strategies of Commercial AdvertisingTranslation174.1 Literal Translation174.2 Free Translation194.3 Transliteration214.4 Amplification224.5 Omission224.6 Formula234.7 C

34、onversion24ChapterConclusion26Bibliography28ChapterIntroductionNowadays, with the rapid development of the economy of China, commercial advertising plays an increasingly important role in spreading information and encouraging sales. On the one hand, Chinese products come into the world market. Many

35、brands have acquired global praise, such as Haier（海爾）, GIANT（捷安特）, and Lenovo（聯(lián)想）. At the same time, a large number of foreign brands pour into Chinese market, such as Nestle（雀巢）, Nike（耐克）, and Coco Cola（可口可樂(lè)）. Moreover, with the appearance of newspaper, radio, television, internet and other kinds o

36、f media goes hand in hand with this promising industrycommercial advertising. Whether you like it or not, it has become part of our everyday life. Commercial advertisings, especially the kind in the shape of texts, spread so fast that almost every one can match the words with the corresponding compa

37、nies and products.Under the circumstances of globalization, commercial advertisings have become an international phenomena, so commercial advertising translation has become a significant cross-cultural activity. “The advertising message today is addressed to a vaster, more stratified public, the spr

38、eading and fixing of cultural and esthetic clichés.”（Firestone, 2009）Commercial advertising translation, different from other kinds of translation, emphasizes more on adaptability, transmissibility and practicality. In the process of commercial advertising translation, the translators will meet

39、 various kinds of problems. Accordingly, in order to translate the original texts into the target-language version, the translators will adopt different kinds of strategies after repeated deliberation.However, the study of commercial advertising translation is not enough, and it still remains unsyst

40、ematic and immature. The quality of the translation of commercial advertisings goes hand in hand with foreign trade and economic communication. Once the translator makes an error, it is bound to have a great influence on the minds of customers and potential customers. Whats worst, the image of the c

41、orresponding brands will definitely be destroyed and the loss of the company and staff is uncountable. Although many enterprises have noticed the importance of this point, there are still a lot of people translateadvertisings under the guidance of traditional strategies. Traditional translation theo

42、rists tend to discuss translation on the basis of faithfulness and equivalence while overlooking the subjectivity of the translators. As far as I am concerned, if we apply the traditional theories into practice, we cannot translate well in most cases. Whats more, many modern theorists put forward so

43、me new translation theories, which open a new look to this field. So, it is really necessary for us translators to make a thorough inquiry to commercial advertising translation and update the strategies based on the previous researches. This thesis mainly discusses the most practical and the most fr

44、equently used strategies in advertising translation between Chinese and English. It is divided into five chapters including introduction and conclusion. The second chapter explains the definition of commercial advertisings and gives a short analysis to the features of advertising texts from lexis, s

45、yntax and rhetoric aspects, both from the Chinese view and English view respectively. The third chapter makes a brief review of several popular theories over the criteria of translation and points out that the Dynamic Equivalence is always the guiding concept in translating commercial advertisings.

46、The fourth chapter is the main part of this dissertation, which focuses on the most frequently-used strategies in practical advertising translation including literal translation, free translation, transliteration, amplification, omission, division, formula and conversion with a lot of examples and c

47、riticism. The last chapter is the conclusion. With the purpose of giving translators, especially those in business affairs some effective approaches, this dissertation is based on the Dynamic Equivalence theory of Eugene Nida, American linguist, translator and translation theorist. ChapterExplaining

48、 Commercial Advertisings2.1 DefinitionIn the beginning, we should have a clear definition for advertisings and commercial advertisings.The word“adventure” is originated from Latin word “advertere”, which means a tool that can arouse public attention and lead to the usage of an object. In modern time

49、s, advertising has become a form of communication for marketing, and it is used to encourage, persuade, or manipulate an audience to continue or take some new action. In most cases, the expected result is to drive the behavior of consumers with respect to a product. The authorized definition of comm

50、ercial advertising which is recognized by the majority is from AMA（American Marketing Association）, which reads “Advertising is a non-personal form of information dissemination, it is an persuasive introduction of a particular product by way of paying through various media. ”“By way of paying” empha

51、sizes the commercial property, and the adjective “persuasive” lays stress on the importance of the language used in commercial advertisings. There must be some fixed features of commercial advertising texts.2.2 Features of commercial advertising texts2.2.1 Features of English Commercial Advertising

52、Texts LexisCommercial advertising texts must be concise, vivid and attractive. Therefore, the effect of the accuracy of the words chosen has great impact on the result of the advertising.First of all, the words should be the orally used ones instead of the abstruse and academic ones to insure

53、 that the majority of the people can understand it, even those who have a poor education background. Eg: Intel Inside （Intel Pentium） Connecting People （Nokia）All the words in above advertisings have just one main accent. Preposition and simple noun words are used, making the audience feel a sense o

54、f familiarity.Besides, translators will coin some new words imaginatively to achieve a mixed effect of freshness and familiarity.Eg: Fresh-up with seven-up. （Seven-up）Hi-Fi, Hi-Fun, Hi-Fashion, onlyfromSony.The words “seven-up, Hi-Fi, Hi-Fun, Hi-Fashion” are not the standard English spelling, but th

55、e creation of the advertisers. SyntaxGenerally speaking, the sentences of commercial advertisings are short and straightforward. Simple sentences and imperative sentences are widely used. To ensure that the sentences can be easily bore in mind, the English translators try everything they can

56、to avoid long compound sentences. In addition, phrases are the first choice and the complicated structure of grammar is often not adapted.Eg: The taste is great! （Nestle Coffee） Just do it! （Nike） The first advertising is the simple structure of “SVC”（Subject + Verb + Complement）. The second is an imperative sente