英語(yǔ)專業(yè)畢業(yè)論文 中英語(yǔ)言與文化差異對(duì)廣告翻譯的影響

畢業(yè)論文英語(yǔ)專業(yè)畢業(yè)論文中英語(yǔ)言與文化差異對(duì)廣告翻譯的影響InfluencesofLanguageandCulturalDifferencesontheAdvertisingTranslationAbstract:Advertisementhasbecomeoneofthemostimportantproductsofcultureinthemodernage.Itisaformofcommunicationthattypicallyattemptstopersuadepotentialcustomerstopurchaseortoconsumeproductsorserviceofabrand.Especially,advertisinglanguageischaracterizedbyculturalandagebackground.Westernlanguagesarerule-dominated,whiletheChineseisdominatedbypeople.Therearemanydifferencesinthestructureoflanguage,andwhendescribesomethingsinadvertisement,Chinesetendstoimagine,butEnglishtendstopreciseness.Agoodtrademarktranslationembodiestheperfectcombinationoftranslationtechnologyandaesthetics.Differentculturehasdifferentimpactonadvertisingtranslationincludinghistory,value,customandsoon.Thispapergivesadetailedanalysisofadvertisementtranslation,andsomevaluableexamples.Keywords:Advertisement;advertisingtranslation;culture;language畢業(yè)論文廣告;;文化;語(yǔ)言Contents1.Introduction.....................................................................................................................32.languageimpactofadvertisingTranslation....................................................................32.1ThedifferencesofthestructureoflanguageintheSino-Britishadvertising............32.2thedefferencesofchoosingthewords......................................................................42.3thedifferencesofpronunciationofthewordsinSino-Britishadvertising...............53.TheimpactofcultureonadvertisingTranslation...........................................................63.1TheimpactofHistoricalandculturalonadvertisingtranslation..............................63.2Valuereflectedintheadvertisement73.3Culturalcustomimpactonadvertisingtranslation....................................................84.Definitionofdomestication............................................................................................95.Conclusion.....................................................................................................................10References.........................................................................................................................12Acknowledgments.............................................................................................................13畢業(yè)論文InfluencesofLanguageandCulturalDifferencesontheAdvertisingTranslation1.IntroductionAstoculturalproducts,advertisingreflectsthecloserelationshipbetweenlanguageandculturedirectly.Advertisinglanguageisaspecialkindofartformwhichhasprofoundculturalbackground.Thetrendoftimesalsoaffectsthelanguageandculturenadvertisinganddecideswhetherthetranslationandadvertisingeffectivenessisgoodorbad.Therefore,thetranslatorneedsnotonlyasolidfoundationoflanguagebutalsoanin-depthunderstandingofthetwodifferentcultures.Thispaperanalyzestheinfluencefolanguageandculturaldifferencesontheadvertisingtranslationfromtheaspectoflanguage,emphasiscanbeputonthreeareas:thestructureoflanguage,vocabularychoiceandpronunciationtoillustratetheimportanceoflanguagetranslationforadvertising,atthesametime,thecorrespondingexamplesarecited,sothatthereaderhasanintuitivefeelingoftheimportanceoflanguage;astotheculturalfield,itexplainstheimportanceofculturefromthethreeareasofhistory,values,andculturalintheadvertisingtranslation.attheendofmypaper.Attheendofmypaper,Igavethedefinitionofdomesticationintheadvertisingtranslationascomplement.2.languageimpactofadvertisingTranslation2.1ThedifferencesofthestructureoflanguageintheSino-BritishadvertisingMr.ShenXiaolonghassaidthattheWesternlanguagesarerule-dominated,while畢業(yè)論文theChineseisdominatedbypeople.Inotherwords,Chineseisameaning-centeredlanguage,thegrammarrulesarerelativelyfree,andsentencesareflexible,thevocabularymaybelongerorshorter,partofspeecharediverseandvariable.FortheWesternlanguages,thedominantpositionofgrammar,sentencemainlycomposedofverbandverbphrasecannotchangelightly.Forexample:ThesloganoftheNokia“ConnectingPeople”.It’snotacomplicatatedsentence,consistfapredicateandanoun,alsothegrammaticalstructureisveryostandardizedandsimple.However,thetwowordsareverypowerful,andthey’reeasytoacknowledgepeoplethethree-dimensionalfeeloftheproduct.However,thestructureoflanguagecannotbearbitrarilychanged.WhentranslatingitintoChinese,thesubject“technology”shouldbeproposed,andtheimportanceofthehumanlanguageoftheartisbettertobestressed.TherearemanymodifierintheChineseadvertisingwhichfocusonemotionalexpression,onthecontrary,theexpressionofEnglishadvertisingisverysimpleasitfocusoninformationtransfer.Forexample:.WhenthesentenceaboveistobetranslatedintoEnglishadvertising,consideringthedifferencesoflangnagestructures,thosedescriptivewordsinthesourcelanguageshouldbedeleted.Theliteraltranslationcanbelikethis:“Theparkofosmanthusisnotedforitsprofusionofosmanthus.Flowersfromtheseindifferentcolorsareinfullbloomwhichpervadethewholegardenwiththefragranceoftheirblossoms.”ChangesofstructureinChineselanguageareveryrichanddiverse.Asthewaytoreflecttheartisticexpression,partofspeechoftenchanges;buttheEnglishlanguagestructureisrelativelyfixedandstandardized,whatsmore,itcanexpressthingswithsimplesentences.2.2thedefferencesofchoosingthewordsIndescribingthings,Chineseisfancy,butEnglishisaccurate.Chinesepeopleisgoodatexpressingtheirfeelingsbywriting,andbeautifulwordstoexpresstheir畢業(yè)論文admirationandappreciationforbeautifulthings,andgivinganumberofsubjectiveimaginationandfeelings.InChineseadvertising,wewilloftenfindalotofdescriptivewords,like“highclass”;;“special”;“incredible”.Thisdescriptivelanguagecanattracttheattentionofconsumers,consumerswillbemoreandmoreinterestedintheproduct,toabetterpropagandaeffect,andachievethepurposeofpersuadingconsumerstobuy,butmanyofthemalsohaveexaggeratedelements.IntheEnglishads,theword“good”isoftenused.ThewordsoftheEnglishadvertisingfocusontheaccuratedescriptionofproductinformation,andpointouttheprosandconsofspecificproducts,paymoreattentiontotheauthenticityofthings,theselectedwordsaregenerallymoreobjectiveandrationalandtrytomaintainaconcisestyle.Goodtothelastdrop.”MaxwellHouseCoffeeand“Thetasteisgreat.”Nescafe.Translatorsoftenfaceanuphillbattlewithmisinformedclientswhohavemisconceptionsabouttranslatorsandthetranslationprofession.Manytimestranslatorshavetotalktotheclientsabouttheindustryinordertodebunkthemythsthatseemtokeeponcirculatingyearafteryear.2.3thedifferencesofpronunciationofthewordsinSino-Britishadvertising.Thedifferencesofpronunciationonadvertisingingeneralisthetrademarkoftranslation.Atrademarkisthenameofgoods,whilethenamecangivelimitlesssourceoffascinationandexpectations.Forexample,“puma”isatrademarkofasportswearbrand,itsChinesetranslationis彪馬,theliteralmeaningistotallydifference,butthepronunciationof彪馬”ismuchsimilarto“puma”,andthemeaningof彪馬”canexpress“puma”better,anditiseasierforChinesepeopletoacceptandunderstandthebrand.However,literaltranslationcannotachievetheeffectofitsown.Trademarktranslationhasvitalpracticalsignificance,andmakethetranslationoftheoriginallanguageappropriateandaccuratewithoutlosingartisticandcharacteristicsofthename,forachievewidepublicityandpromotionalmerchandisepurpose;simultaneouslyitisalsofulloftheoreticalsignificance,notonlybroadenthespaceoflinguisticresearchandarichlinguisticmeaning,butalsopromoteresearchandpracticalapplicationoflinguistictheorytobeaorganicintegration.Onlybeinggoodatfiguringouttheconsumer'spsychology,respectingfornationalcustoms,applyingvarious畢業(yè)論文methodsandtechniquesinthetrademarksoftranslationappropriately,itcanbeabletowininthewarfareoftrademarktranslation,guideconsumptionandpromoteconsumption.Agoodproductshouldbecoupledwithanicecatchynamewhichisjustlikeheicingontthecake.Agoodtrademarktranslationembodiestheperfectcombinationoftranslationtechnologyandaesthetics.3.TheimpactofcultureonadvertisingTranslation3.1TheimpactofHistoricalandculturalonadvertisingtranslationIntheinternationalmarket,forthecompany,howtointroducetheirproductstoconsumersinothercountriesthroughadvertisingtranslation,therebyenhancingproductcredibilityandsalesiscrucial.Asthedifferencesinlanguage,customsandwaysofthinking,culturaldifferencesareimportantfactorintheprocessofadvertisingtranslation,whichcannotbeignored.Theneglectofculturalbackgroundwillleadtosomepragmaticfailure,impactonthecompetitivenessofproductsintheinternationaltrade.Theculturaldifferencesamongdifferentcountriesisabigproblemwhichcannotbeignoredininternationaladvertising.Advertisementandculturehavereciprocalandbidirectionalrelationship.Frommacrolevel,advertisementindustryacceleratesthedevelopmentofsocialeconomy.Duetothereasonsofgeographicalandhistorical,everynationalityhasformedauniqueculturalandpsychologicalcharacteristics,ifyouwanttheadvertisingtranslationcirculatinginothernations,thefirstthingshouldbedoneistoallowtranslationinlinewiththeaudience'scultureandpsychology.Japan'sMitsubishiCorporationusedthefollowingadvertisingtopromotetheirproductstotheU.S.market:“Notallcarscreatedequal”.Itisacleverimitationofthe“Allmenarecreatedequal”inthe“DeclarationofIndependence”.Changingtheaffirmativesentencesintonegativesentence,expressingthecarisbetterthanothercar’sperformance.Thistranslationismuchmoreclosertotheconsumer’sculturepsychology,psychologyofcustomershaveastrongimpactonit.WhenMitsubishipromotedtheirproducttotheChinese,itsadvertisingis"".Itusedthemindsof""intheChinesepeople'sculturalimage,sothatproductsinthemindsoftheChinesepeoplehasathree-dimensionalimpression.MitsubishiMotors畢業(yè)論文achievedinthetwocountries,thetwoadvertisingswhicharerichinimaginationplayedveryimportantrolesinitssuccess.AperfumeofFrancewouldliketoentertheChinesemarket,itschinesenamecalled鴉片”,thecompanywanttohighlightthecharmofitsproducts,butthemarketfiercecriticismfromChineseconsumers.Sincethecompanydidnotunderstandthechinesehatredtoopiumbecauseofthepsychologicalandhistoricalfactors,itunconsciouslyhurtChinesepeople'snationalself-esteem.Therefore,it’saunsuccessfuladvertisement.3.2Valuereflectedintheadvertisementtranslation.Valueisoftenprescriptive,warningpeoplewhatisgoodandbad,whatisrightandwrong,whatistrueandfalseandwhatispositiveandnegative.Peopleinthedifferentareahavedifferentvalue.Thus,agoodadvertisingtranslationmusttakethedifferentvaluesintoaccount.TheemphasisofChineseculturalisoncollectiveideasandcollectiveinterests,thepursuitofourcommonideas.Somanylyricslike”老少皆宜”inthechineseadvertisementsarefullyembodyChinesepeople'sculturalidentity,aschinesepeopleconsiderthattheproductwillbereallygoodifeveryonethinksitsgood.ByseizingChineseconsumers’mindwhentheyarepurchasing,thosemerchantspersuadeconsumerstobuytheirproducts.SocollectivebehaviorisansignificantfactorinChineseadvertisement.ProfessorYang,aChineseAmerican,holdstheideathatChinesepeoplepayattentiontothetextsofproductsintheadvertisement,itsculturalbackgroundistheethicandreligionwhichcomefromTaoist,BuddhistsandConfucians.Westernerspaymoreattentiontoindividualityandindependence.Westernersismorewillingtouse“you”toconvinceconsumersthattheyarebeingrespected,andlettheconsumersdesirewhattobuy.“GoldBlend,theonlycoffeetoserve”istheNescafeGoldBlendadvertising.“DrinkBaker,followthetraceofyourown”isaBakerBeeradvertising.Inpractice,thetranslatorshouldfullytakealldifferencesofcultureandvaluesintoaccount.ThefollowingsentenceisexcerptedfromanadvertisementofanAmericanmagazine."Heishisownman.Anindividualist"."individuaist"isalwaystranslatedinto""or"".Meanwhile,itcouldnotbeconsideredasequivalent畢業(yè)論文becauseofthedifferencesinculturalvalues.Theword"individualist"inEnglishcontainspositiveandcommendatorymeaning.Itisusedtodescribeakindofpeoplewhoprizespersonalrightandiswillingtoshowhisorherpersonality.However,""inChineseisaderogatorytermwhichmeansself-concern.Theyseekbenefitsforthemselvesattheexpenseofothers.Consequently,thetranslatormustreadjusttheoriginaltextonthebasisofapprehendingculturalvalues,otherwise,itisimpossibletorealizeintendedfunctionoftheadvertisement.""isabetterversionintermsofbothunderstandingandpsychologicaleffectsonthetargetpeople.3.3CulturalcustomimpactonadvertisingtranslationThetranslationofadvertisementshasevolvedduringthelastdecadetowardswhatisnowcalled“AdvertisingLocalization”.Itisnotamerechangeofdesignationstemmingfromcomputersciencevocabularybutaradicalchangeofperspectiveconcerningtherealnatureandmodesoflinguisticandculturaltransferfromonelanguageintoanother.Thepresentarticleexplains,indetail,theevolutionthattookplace,itsexpressionsanditsstakesintheprofessionandtrainingoftranslatorsinthefieldoflocalization.Frommicrolevel,theadvertisementisoneoftheagentswhichleadtothereformofculture.Contemporaryculturecontainstheadvertisement,meanwhile,itisalsothedisseminatorandcreatoroftheculture.Whilepublicizingproductsorservices,theadvertisementunconsciouslyoutputssomeculturalawarenessandchangespeople’sthinkingwaysorvalues.Let’stakeCoca-Colaadvertisementforexample.Itsoriginalmessageis“Ican’tcatchthatfeeling”.ButJapaneseversionmeans“IenjoyCocaCola”andItalianversionmeans“Theuniquefeeling”.Therefore,itimpliesthatonlytheadvertisementinformationtrulyreflectslocalculturewillitliveuptotheculturalexpectation.Theculturaldifferencesreflectonthelanguage,especiallyontheadvertisinglanguage.Therefore,therearecertainconceptswhichcanbeactivatesbyanEnglishwordbutnotbyitsChineseequivalent.ItisquitepossiblethataChineseversionofanAmericanadvertisementmaynottriggertheintendedresponseintheChineseconsumers,andwhat’sworse,itmaynotbeunderstoodbythem.Hence,themoreatranslatorknowsabouthowaculturalgroupviewsuchthingsas畢業(yè)論文humor,interpersonalrelationship,lifeandworkstyle,themoresuccessfullyheorshewillbeabletoproduceaneffectiveadvertisementtranslation.Theaudienceofadvertisementisconsumer.Whentranslatinganadvertisementintoanotherlanguage,thetranslatormuststudytheconsumerbehaviorinthatcountry.Manyfactorsinfluenceconsumers’behavior,includingculturalbackground,politicalviews,religiousbelief,individualpreference,age,sex,income,consumptionhabitandsoon.Culturalfactorsincludeculture,politics,religion,habit,etc.Socialcultureinfluencesevenlimitsthiskindoflanguageandexpression,meanwhile,theadvertisementlanguagecontainsandreflectsthesocialculture.Culturalbarriersrefertotheculturalfactorswhichhavenegativeimpactontheeffectofadvertisementpublicity.Forexample,theEnglishword“dragon”isoftenassociatedwithfireandportrayedasbreathingfire,orelseasacreatureofthatprimevalchaoswhichwastobedestroyedonlythroughdisciplinedmarshalingofmentalandphysicalprowess;butitscorrespondingword“”inChinese龍isusuallyunderstoodasasymbolofhappiness,capableofproducingthepotionofimmortality(Biedermann,1989).If“金龍牌”wastranslatedas“GoldenDragon”,itwouldhavenegativeeffectamongwesterncommunity.4.DefinitionofdomesticationOneofthetwotendenciesoftranslationstudiesduringthepasttwodecadesinthemarkedshiftofattentionfromlanguagetransformationtoculturaltransformation;theotheroneisapplicationofcommunicationtheoryintranslationstudies.Theintegrationofthetwotendenciesistoregardtranslationasanactivityofinterculturalcommunication.Theterm“translation”isevenreplaceby“interculturalcommunication”(Christiane，1991),“interculturalcooperation”(Holz-Manttari，1984),“acculturation”(Andre，1992)and“transculturation”(R.DanielShaw，1988).Theinitialsenderofthemessage(theoriginalauthor)isinaculturedifferentfromwhatthefinalreceiverofthemessage(thetargetreader)isin,hencehowtohandletheculturalgapisahottopicintranslationstudies.Inevitably,domesticationandforeignizationbecomethefocusofthecontroversyinthisfield.DomesticationandforeignizationarethetwoadvancedbyAmericandeconstructionisttranslationtheoristLawrenceVenutitodescribethetwodifferent畢業(yè)論文translationstrategies.TheydirectlystemfromGermantheologianandphilosopherFriedrichSchleiermacher’stellingargumentthat“thereareonlytwo.Eitherthetranslatorleavestheauthorinpeace,asmuchpossible,andmovesthereadertowardshim;orheleavesthereaderinpeace,asmuchaspossible,andmovestheauthortowardshim”.(Venuti，1995)inhisfamouslecture“OntheDifferentMethodsofTranslating”(1813).AccordingtoVenuti’sopinions,DictionaryofTranslationStudiesdefinesdomesticationasfollows:“atransparent,fluentstyleisadoptedinordertominimizethestrangenessoftheforeigntextforTLreaders.”Foreignizationhasthedefinitionasfollows:“aTTisproducedwhichdeliberatelybreakstargetconventionsbyretainingsomethingoftheforeignnessoftheoriginal.”(ShulttleworthandCowie,1997p.43,44,59).Domesticationandforeignizationtakeplaceatmanylevels.Theynotonlyinvolvelinguisticelements,butalsoconcernculturalconstituents.What’smore,theyrelatetopolitics.Inthepresentthesis,thediscussionpayslittleattentiontopolitics.5.ConclusionCulturaldifferenceshavebecomeanon-ignorablefactorinadvertisement.Inordertoattractandevenstimulatepotentialcustomers,theadvertisersmustmaketheireffortstoproducecreativeandmemorableworks.Advertisementisnotonlyaneconomicactivity,butalsoaculturalcommunication.Theadvertisementisapropagandaformwhichisthesalesofcommodityofcross-nationandcross-culture.Thetranslatorisinaimportantpositiontoapplyadvertisementlanguages.Atthesametime,theyconfrontanykindsofdifficultiesbecauseofthedifferentcultureandlanguageofdifferentcounties.AdvertisingTranslationreflectedtheculturaldifferences.Advertisingtranslatorshouldthoroughlyunderstandthedifferencesbetweenthetwodifferentculture.Itnotonlymaketheadvertisingtranslationpromotethesaleofgoods,butalsoreflectstheadvertisementsimportantcontributionofcultureinpeople'slives.Asadvertisingisplayinganincreasinglygreaterpartineconomicactivities,moreandmorescholarsdevotetheirefforttoadvertisingtranslation.However,withthehelpofthevarioustranslationmethodssuchastransliteration,freetranslation,andliteraltranslation,advertisementtranslaterssometimesstillfailtofunctionsatisfactorily.Forthisproblem,wemaygetsomeinsightfromwhatNidahassaid:“thetargetaudiencefor畢業(yè)論文whichatranslationismadealmostalwaysconstitutesamajorfactorindeterminingthetranslationproceduresandtheleveloflanguagetobeemployed.”(1993,p.139)Sothepointofadvertisingtranslationistoenabletheadvertisingfunctionwellamongtargetculturereceivers.Nowthatadvertisingisaglobalformofcommunicationanditisaprimarytoolforcompaniestogainbrandawarenessandpromotetheirproductsorservices,Thegoalofadvertisingtranslationistopersuadetargetla