淺談英漢語言文化差異對廣告翻譯的影響

1、淺談英漢語言文化差異對廣告翻譯的影響abstratastheprdutfulture,advertiseentdiretlyrefletsthelserelatinshipbeteenlanguageandulture.andadvertisinglanguageisaspeialartfr,hihhasprfundulturalbakgrundandanbeinfluenedbythetendenyftheties.thispaperinvestigatesthehineseandenglishadvertisinglanguages,andunverstheulturedifferenes

2、inadvertiseents.thenitdisussestheprblesintheadvertisingtranslatin,andputsfrardtheartistiandeffetiveethdsfadvertisingtranslatin.therldisgettinginreasinglyglbalized.advertiseentislselyrelatedttheulture.thepurpsefanadvertiseentistpersuadetargetnsueserstbuytheadvertisedprdutsrservies.thus,itisastiprtant

3、tasktbeaarefthedifferenesbeteenhineseultureandesternulture.thispaperanalyzesthedifferenesfrsixaspets:nisversuspluralis,lletivisversusindividualis,theipliitayversusthediretay,theiagerypatternversustheabstratpattern,respetfauthrityversusrespetfself-perfrane,andthedifferenesfsialbakgrundandaesthetis.se

4、defetsandevenunsuessfuladvertiseentsareadebeauseftheprqualityftranslatin.thispaperpreedsfrprblesinadvertisingtranslatinthatthetranslatrsdnthaveagdandfthenatin-speifiultureandistadhesivettheadvertiseentssuperfiialeaninghiletherearealtfulturalfatrshiddeninthepresentadvertisingtranslatin.infat,advertis

5、eenttranslatinrequiresrethanjustrenderingsentenesintantherlanguage.translatrshavetnverttheideasandthughtsbehindthesentenesintthetargetlanguagebyapplyingtheknledgefthetargetulture.thispapersuggestsseethdstakeadvertisingtranslatininviefthelanguageandulturedifferenes.keyrdsadvertisinglanguage;ulturedif

6、ferene;advertisingtranslatin【摘要】廣告作為文化的產(chǎn)物，可以更直接地展示語言和文化的關(guān)系，所以廣告語言是一門具有濃郁文化色彩與時(shí)代特點(diǎn)的藝術(shù)形式。本文對中、英廣告語言進(jìn)展了討論，提醒了中英廣告的語言在語音、語義、文字形式及修辭等方面的差異以及文化差異。然后，文章分析了廣告語言翻譯中存在的問題，從文化的角度提出了有關(guān)廣告翻譯的藝術(shù)的有效方法。因?yàn)槿虻慕?jīng)濟(jì)一體化，所以廣告語言涉及了大量的文化知識。既然廣告語言的目的是勸導(dǎo)目的消費(fèi)者購置其產(chǎn)品或效勞，那么充分理解中西文化差異就成了一項(xiàng)舉足輕重的任務(wù)。本文從六個(gè)方面進(jìn)展分析，它們依次是一元論和多元論、集體主義和個(gè)人主義、含

7、蓄和率直、形象和抽象、權(quán)威意識從眾心理和自身成效自身價(jià)值、社會歷史背景、審美方式等差異。中英廣告的互譯中，有許多不理想的實(shí)例，有的甚至導(dǎo)致了銷售挫折.本文分析了問題的原因，主要是在于當(dāng)今廣告翻譯同樣蘊(yùn)藏著大量的文化，而譯者卻沒有足夠的文化的駕馭才能，太拘泥于原文表層。事實(shí)上，廣告的翻譯不是簡單地把句子翻譯出來。翻譯人員要充分運(yùn)用目的文化知識，把句子后而所承載的思想、概念尤其是文化傳遞給譯入語的目的消費(fèi)者。所以本文旨從廣告語言文化差異的角度出發(fā)介紹幾種英漢廣告互譯的方法?！娟P(guān)鍵詞】廣告語言；文化差異；廣告翻譯1.linguistidifferenesrefletedinadvertiseents

8、herrd,hineseisalanguagegvernedbyeaning.hineseisregardedasaflexiblelanguagehihanbelngrshrtinitslexialunits,andisbasednthelanguageflgiphrasehunkshileesternlanguageareadeupfverbentraleleentshihareinflexible.t

9、hefllingpartfthispaperilldisusssevenaspetsflinguistidifferenesrefletedinadvertiseent.1.1flinghunksvs.svstruturejinhuikang2paresthehineseandenglishlanguagesindetails.inviefsyntax,hinesesentenesnnetinr-lausesardingthrnlgialrlgialrder.thestrutureseesshrtandlse.itseldfusesnnerigidpintbutvesardingiththel

10、gialrderandthehangingrhyth.unlikethehinesestruture,englishsentenedisplaysaspatialarrangeentiththeverbasaenter.theyarelearineaningandtightinstruture.therefre,hinesesyntatistruturesusuallyeplyparataxis,ranslatin,eustgetridfurnayfthinking,andarrangesentenesnfringtthetargetr

11、ulesandnventins.thefllingexaplesshtheseintrinsidifferenesrkinginhineseandenglish,andhelpusexplreseplausibletranslatinethds.(1)境內(nèi)西湖如明鏡，千峰凝翠，洞壑幽深，風(fēng)光綺麗。theestlakeislikeairrr,ebellishedallarundithgreenhillsanddeepavesfenhantingbeauty.3bviusly,theriginalstrutureishangedinthetargettext.thestruturefthehine

12、seadvertiseentislseithseshrtlauses,hereastheenglishnebreaksitintnesentene,hihisenterednaverb,ithdifiersfpartiiplephrase,prpsitinphrase,andnunphrasearundit.bydings,thetranslatinephasizestheentraleaninginthesvstruturetheestlakeislikeairrrandspeifiestheipliedlgialrelatinshipinthesurfaefr.refletinglingu

13、istifeaturesfenglishlanguage,thetranslatinisasuessfulneinbthntentandfuntin.1.2flerylanguagevs.niserding4“hennerningabuttherhetri,hinesetendstusegrgeusrdshileenglishhasavividharaterfniseness.“hineseisgdritertexpresstheirfeelingsbyritingandtrytheirbesttapplygrandvabularytdesribebeautifulandvingiagestb

14、esundedelegantly.anyhigh-sundingrdsanbefundinhinese.frinstane,inhineseadvertiseentsefrequentlyseerdslike“一流(firstlass)，“完美(perfet)，“獨(dú)特(speifi)regardlessfthequalityfgdsbeingadvertised.ithregardtlanguagefrs,thehineselanguagestrivesfrsyetryinstrutureandrhyeinsund,henereadingneat,ipliitandusial.frexaple

15、,fur-haraterphrases,parallelis,antithesisappearsfrequentlyinhinese.inrdertahieverhying,ephasisrneatstruturehineselanguageftenresrtsttautlgy.“nthentrary,esternliteratureandarthavebeendevelpingunderthetheryfiitatingthereality.theenglishlanguagerefletsthistheryandprvestbebjetive,fatualandratinal.ithast

16、ightsentenestruture,etiulusstreafthught,andlgialrelatinshipbeteenlinguistiunits,niserdingandstraightfrarddesriptin.allinall,brevityisthesulfit,rintherrds,aprperrdinaprperplaeisgdenglish.abusingfflridlanguageisfrbiddeningdenglish,fritisnsideredillgialandayhartheriginaleaningruniatin.“thushineseandeng

17、lishadvertiseentsarequitedifferent,espeiallyhendesribingseneryinturistadvertiseents.itisalanguagefrpetstgiveexpressintspeialfeelingsinsteadfdefiningrjudging.evenhendesribingseneries,englishdisplaysabeautyffr,straightfrard,expliit,bjetive,unliketheasual,subjetivehinese.frexaple,thefllingadvertiseentr

18、ittenbyanativespeakerfenglishisniseandplain,andthrughsiileandbinatinfnretesenes,itprvidesenughspaefriaginatin.hever,frthepintfviefhinese,itaybetplain.frexaple:(2)tinyislandsarestrungarundtheedgefthepeninsulalikeapearlneklae.hunksfralreef,nutpalsandfinehitesand.“ifetranslateitrdbyrd,itillnteethineser

19、eadersexpetatin.sabundantdifierssuhas“礁紅，“成片，and“如銀，andfur-haraterphraseslike“玲瓏小巧，and“如詩如畫areeplyedtakethetranslatedversinreadbeautiful.“座座島嶼玲瓏小巧，嚴(yán)密相連，像一串珍珠綴成的項(xiàng)鏈，環(huán)繞著半島邊緣。島上珊瑚礁紅，椰樹成片，沙灘如銀，風(fēng)光如詩如畫?！皌hebldharatersaddhartthesenisptandntributetthehlerhyingstruturebuteannthingtenglishreadersbeausetheyarer

20、epetitiveandrdy.thesaeistruethatin-etranslatin,thsesuperfluusdifiersshuldbeitted,adaptedripliitbeteenlinessastakethetargetversinnfrttheesternersaesthetistandards.1.3speehntrast5theprnuniatinfthelanguageanausetheentallydifferentsensefhearingresult,andstirupthedifferentreatinentally,heveritissftrleara

21、ndrisprstrng,rdignified.inadvertisinglanguage,eusuallyakeusefnatpeitivatin,sundsyblisandehishihuldeasilyausethetargetaudienesaesthetifeeling.butthereexistagreatdifferenebeteenhineseandesternspeeh,natpeiaandrhyth.asaresult,itakestranslatrpuzzled.inenglishadvertisingrds,inrdertaketheadfullfaesthetifee

22、ling,theyftenakeusefalliteratin,assnane,rhye,andnsnane.frexaple,theadvertiseentphraseneverlatenfathersday.therearetassnaneeihihsundusiallyharnius.hever,itisquitediffiulttattainthisaesthetifeelinginitshinesetranslatin.reverhiletranslatingeshuldstillntieseadvertiseentsphrasesundayausetleadtbadeaningin

23、antherlanguage.frexaplethejapanesepanyftshibaneusesanadvertiseent:(3)東芝(tshiba),東芝(tshiba),大家的東芝.thisisaadvertisinglyri.thefirst“東芝istranslatedintthesundtshiba.heneyungpeplejkinglyreaditas“偷去吧，偷去吧，大家的東西inthisay,theresnslenityatall.1.4seantintrast5languageisanessentialpartasellasthearrierfaulture,hih

24、ntnlyrefletsitsraialhistryandulturalbakgrund,butalsinludesthevies,lifestyle,andthinkingethd.eanhile,advertisinglanguage,nebranhfthelanguage,isalsrefletedbytheulture.itisntenughfradvertisingtranslatrsnlytkntheliteraleaningfanad,fritaybeendedithextendedeaningandulturalipliatin.fullypetentadvertisingtr

25、anslatrsaresuppsedthaveagdandfreligins,traditins,ethniattitudes,thespiritfunity,andpurhasinghabitsfthetargetuntries.therise,thetranslatedadsightgagainsttheriginalintentinftheprduersinthefllingfuraspets.1)translatinnveysadergatrysenseinthetargetulture.frexaple,theshanghai-prduedpenbrandedas“白翎uldreei

26、veeleinenglish-speakinguntries,frthebrandistranslatedashitefeather.unfrtunately,hitefeatherisasyblrarkfardieinenglish.itderivesthenntatinfrthebeliefthathitefeatherinagaekstailisasignfaprfighter.theenglishidi,shthehitefeather,eanssneakaayataritialjunture.therefre,hitefeatherisusedtrepresentaitiffs.th

27、etranslatinnullifiesthestrengthsfthepanyntheinternatinalarketandbeesadisadvantagethatfailstservetheinterestsftheprduersrthsefthedistributrs.2)translatinhappenstbeplitiallyinapprpriate.henintrduedtfreignuntries,thehinesebrandfanvasshes“大鵬isrenderedasr,hihisasrtfgiantbirdinarabifables.hever,rhappenstb

28、etheabbreviatinfrepublifhina.bviusly,thetranslatinstirsupinapprpriateplitialassiatins.3)translatinisntelegantenugh.inenglish,kusuallyhastheipliedeaningfaertainpartfhuanbdy.ifthebrandnae“金雞isliterallytranslatedintgldenk,thetranslatedterillannihilatethegdiageftheprdutsandleavethetargetaudienetheipress

29、infvulgarity.infat,thereisabetterversinfr“金雞，-gldenrster.4)translatinbyusinghinesephnetilettersinidesithenglishrdsithdergatrysense.thetypialexapleis“馬戲撲克.theversinaxipukereindstheenglishnsuersfsethingrevltingandunpleasant,fraxieansbiginenglishandpukeindiatesvitedfdrdrink.1.5differenesbeteenharaterfr

30、5itisself-evidentthatvariusuntries,natinalitiesandreginsuseavarietyfharaters.furtherre,likesanddislikesfrertainharatersareidelydivergent.itisreprtedthatjapaneseareinfavrfsuhhineseharatersas“誠、“夢、“愛、“愁and“美hilesthineseareaustedt“福、“壽、“喜and“樂.inardaneiththeaerianauthrirvingallae,thestbeautifulenglishr

31、dsarehie,glden,lullaby，eldyandururing,et.sinehineseisavisualsyblisysteiththestpreisestruturefrrerdinghuanspeeh,thepitgraphiandassiativehineseharatersarentnlyptentialintransittingessage,butalsffergreatadditinalaesthetifuntinsastarusensuerspsitivereatin.unlikehinese,englishisanalphabetialsystefritinga

32、ndanhardlyprdueartistiiagenlythrughitsrds.innsequene,itisbyneansaneasyjbtgiveaurateandelegantenglishversinsfrthehineseads.inasefuntranslatabilityarisingfrharaterdifferenes,advertisingtranslatrshavetexertallstrengthstseektherethds,frinstane,treateapletelyneadfrthesaeprdutintendedfrthetargetarket.heni

33、ntrduingitsprdutsthina,japanesetytaautbilepanyingeniuslyeplys“車到山前必有路，有路必有豐田車tstiulatehinesensuersintpurhases.1.6rhetrintrast5englishisrapidlybeingtheuniversallanguagefrinternatinalbusiness.itisinevitablefrhineseprduersttranslatetheiradsintenglishtgainaplaentherldarket.rhetrideviesarethestnlyusedtls

34、inenglishadvertisingpyriting.theredexistdifferenesinrhetrialfiguresbeteenhineseandenglish,andthesedifferenesayputtranslatrsinadiffiultpsitin.frinstane:(4)黃河冰箱，領(lǐng)“鮮一步。thisadadptstherhetrialdeviefpun,hihisdiffiultttranslate.thetranslatranhardlyrendertheeaningithutsarifiingthefr,raintaintheriginalflavri

35、thutdistrtingtheeaning.thetranslatinfrhetrialdeviesinhineseadsisaknttyprble,hihhasblkedtheayfanytranslatrsfhineseads.asstatedinthepreviuspartfthethesis,hatshuldbebrneinindisthatuniatinbeeseffetiveabradnlyaftertheessagehasbeenapprpriatelytranslated.ithutthisadequateandexpressivetranslatin,itisveryunl

36、ikelytprdueanipatnthefreignnsuer.therefre,theauthrtriestakeastudyftherhetrialdeviesusedinadvertisingenglishtpavetheayfrtheappliatinfenglishrhetritthetranslatinfhineseads.1.7theinfluenentheadvertisingtranslatintranslatinisabilingualandbiulturalativity.thetranslatralaysseekststrikeabalanebeteenthetlan

37、guagesandtulturesinvlvedintheativity.anyshiftfephasisfrthesurelanguageandulturetthetargetunterpartsrvieversaayresultinthedifferenebeteenliteraltranslatinandfreetranslatin,faithfultranslatinandidiatitranslatin,seantitranslatinanduniativetranslatin,rd-fr-rdtranslatinandadaptatin.astheajrfuntinfadverti

38、singistenuragesales,i.e.,tpersuadethetargetaudienetakeapurhase,advertisingtranslatin,hihaisatprtingsalesntheverseasarket,shuldneessarilylayitsephasisntheverseasaudiene,i.e.,thetargetlanguagereadership.hatshuldbefavredinadvertisingtranslatinistheessageratherthanthefr,thesenseinsteadftherds,thespirita

39、ndntthestruture.inrdertnveytheriginalessage,renderthepriarysenseanddisplaytherightspirit,thefr,rdsandstruturefthesureadvertisingtextanberetainedifpssible,adaptedandevennvertedifneessary.thetranslatrusttry,byhkrbyrk,tprduetherrespndingeffet,rintherrds,treatesiilarrespnsefrthetargetlanguagereadership.

40、2.theretialbakgrundtaspetsfadvertisinglanguageillbedisussedinthispart,theneisabutulturaldifferenesandthetherisnerningabuttheadvertisingtranslatin.2.1relatinbeteenlanguage,ultureandthughtardingtbernstein,languageissethinghihbthinfluenesultureandisinturninfluenedbyulture,iththesendinflueneapparentlyst

41、rngerthanthefirst.ardingtbrn,ultureisreallyanintegralpartftheinteratinbeteenlanguageandthught.ulturepatterns,ustsandaysflifeareexpressedinlanguage;ulture-speifirldviesarerefletedinlanguage.2.2ultureandadvertisinglanguageadvertisinglanguageisrefletivefliterature,psyhlgyandaesthetisftheulturalunity.it

42、arriesarksfinfluenefthatulturalunitystraditininitsrldvies,sialvalues,religinandthelike.frinstane,aerianadvertiseentsirrraeriansulturalpsyhlgy-questfradventureandindividuality.thisissuggestedbythelinguistipreferenefrrdslikeadventure,different,fearless,exhilarating,bld,neandinnvative,hereas,thepsyhlgy

43、refletedinhineseadvertiseentstendstbepursuitfr,say,kinship,perfetinandfailyunifiatin.theulturedifferenesrefletnthelanguage,espeiallyntheadvertisinglanguage.therefre,thereareertainneptshihanbeativatesbyanenglishrdbutntbyitshineseequivalent.itisquitepssiblethatahineseversinfanaerianadvertiseentaynttri

44、ggertheintendedrespnseinthehinesensuers,andhatsrse,itayntbeunderstdbythe.hene,thereatranslatrknsabuthaulturalgrupviesuhthingsashur,interpersnalrelatinship,lifeandrkstyle,theresuessfullyhersheillbeabletprdueaneffetiveadvertiseenttranslatin.3.ulturaldifferenesinadvertisinglanguagethefastertheenygrs;th

45、ereexhangethereillbe.beauseftheglbaleniarket,ulturedifferenesanberefletedeveryhere.theadvertiseentistheativenstituentinthehlearket,andtheadvertisinglanguageisfullfabundantulture.saqualifiedadvertisershuldknlearabutthebasiulturaldifferenesandhersheanakeapetitiveadvertiseent,hihanbeellunderstdandaruse

46、thesypathetipurhasingatin.thusthishapterillexplainthebasiulturaldifferenefrthesixaspets.3.1nisversuspluralis6frtheaspetfulturebasifr,hineseulturehasthenisviepintandtheesternulturehasthepluralisviepint.natureandhuanareinnenessisnefhinesephilsphyneptsinhinesetraditinalulture.itinsiststhatnatureandhuan

47、shuldbeinharny.ntrarytthehineseulture,theesternultureinsistsntheviefpluralis.itephasizesnthehangesanddifferenesftheatter,self-develpent,andenterprisingspirits.sehineseadvertiseentseettheulturepsyhlgyfhinesepubli,andreatesepreferableadvertisingrds.frexaple:(5)天堂水沏的龍井茶，娃哈哈礦泉水茶飲料。(beverage)(6)天地間造化，動靜皆

48、風(fēng)云。(ar)(7)一份好奶，一片云;遠(yuǎn)在天邊，近在你我心間天生的好奶，天山雪。(freshilk)thethreeadvertisingexaplestakeadvantageftheideanatureandhuanareinneness,andreateiagininglanguageintheayfepathy.theeansfartistiexpressinattratthereadersattentinandtheadvertiseentgetsitsidealeffet.theadvertisertakestheahahabeverageasthehlyaterfrparadis

49、ebyusingaetaphr.aterfrtheparadiseesfrthefive-thusand-year-ldhineseulture.theythakesthenaternbleandysterius.thensuersfeelitshuldbeutfrdinaryiftheybuytheerhandise.thepure,thehlyandtherihfragrantaketheteabeveragebetheessenefheavenandearth.stheprdutsfasinatethensuerssuhthatarusethepeplesenthusiasandthes

50、trngpurhasedesire.thisadvertiseentgetsitgal.theenglishadvertiseentsareaffetedbythepluralisviepintfesternulturehihpreferstheindividualfreed,self-develpentandthereativeability.italsenuragespeplettransfrrldandnquerthenature.theseadvertiseentshighlighttheiprtanefpersnself-develpent,andpubliizetheirprdut

51、sfrpintfviefpersnality.theyshtheideasinesternvaluesystethatpepleanhangeeverythingandpepleanreateeverything.theadvertiseentsanifestthebeliefsthatpepleshuldpursuitthefreedandtheself-develpent,andreatethefuture.thesesexpressinssatisfythensuerspersnalitydevelpentandarusethesypathetirespnses.3.2lletivisv

52、ersusindividualis6atthevalueaspet,thehineseulturershipstheselflessdediatin.persnalvalueliesinthedediatin.inhinastraditinalulture,philanthrpis,kindandjustiealaysisthesietyvalueinrship.thinese,persnalhappinessisinardaneiththelletivebenefits.nsideratin,areandlvehavebeenthestatefindthatthepepleephasize.

53、therefre,hinesepeplepayreattentintnatinalaffairs,failyaffairs,everythingnerned,andgivingthersithverynsiderateandnerningareisregardedasvirtue.butintheesternsietyulture,pepleephasizetheharaterpersnalfreed,egdevelpentandpersnalspiritfenterprise,persnalbenefitsarebeyndnthelletivebenefits.thedifferentval

54、ueillrefletbyalleansateahadlanguage.theexapleslistedbeluldprve:(8)媽媽,我又夢見了村邊的小溪,夢見了奶奶,夢見了您。媽媽,我給您捎去一樣好東西。威力洗衣機(jī),獻(xiàn)給媽媽的愛。(威力牌洗衣機(jī))(9)讓妻子從繁重的家務(wù)中解脫出來,這是每個(gè)丈夫的職責(zé).theauthrfthesehineseadvertiseentplaesneselfangthensuers.eaneasilyfundsethingtenderandaffable.adptingtheepathyffeeling,arusethensuersfailyaffetinan

55、dfriendship.therefre,theadreadveryhuan.shnsideratintthethers,thekindandjustieuniversallve,respettheldandlvetheyung,thepeaefulfailyhavebeenthevirtuethattheuruntrypubliizesinthetraditinalulture,buttheseadvertiseentgivethesetraditinalvirtuesfrprdut,ithathikaffetinlrtkintexaggeratin,akingalaithattheprdu

56、tanbetrustedandfeelarithit.nthentrary,englishadvertiseentephasizethepersnalstruggle,persnfreedandegrealizatin,enuragingharaterdevelpentisusuallyanenglishadvertiseentlaiethd.suhas:(10)lufthansaurpersnalservieillappealtyurindividualtaste.(lufthansaairline)(11)frtheanhakeshisnrules.preierfrjhnniealkerr

57、areldsthhisky,agedtperfetin.theresultfver170yearsfexpertise.(preierhisky)3.3theipliitayversusthediretayinhinesetraditinalulture,thereisapublifeelingthattherdsshuldbenservativeand,hehineseartiles,thereareserdsthatseeunrelated,hihhi

58、ghlightthethee.tseextent,thereareaferdsabutthepeuliaritiesandthefuntinsftheprduts.frexaples:(12)自己人，不玩虛的，貴府酒。(貴府酒)(13)鶴舞白沙，我心飛翔。(白沙集團(tuán))(14)朋友友誼，貴乎至誠相處，互相支持幫助。啊，滴滴香濃，意猶未盡!(15)justhatthedentistrdered.inall,hinesenatinthinkhighlyffriendship.stheseeansentinedabveanahievethesypathetieffet.theadvertiseents

59、getthegal.frantherexaple:ntheressethingredentistsanreendfryurgusthatsprventhelpgetthehealthier.restplusguareisthenlyavityfgettingtthpastethatsseffetive;itsliniallyprventhelpreservethegudiseasegingivitis.(rest佳潔士牙膏)frtheadvertiseentabve,itanbeseenthatthefrank,andid,andeffiientattitudes.theadvertisers

60、shthepeuliaritiesandfuntinsftheprdutsstraightfrardly.therdsareveryreliableandnvinible.thisdiretexpressingayfadvertisingpliesiththeesternpeplesstyleandgivesgdipressinttheesternreaders.3.4theiagerypatternversusabstratpatterninhinesetraditinalulture,thedefthinkingisbelngingttheiagerypatternstftie.tseex