Domestication and Foreignization in Advertisement Translation 英语毕业论文.doc

domestication and foreignization in advertisement translation 一、原始依据（包括设计或论文的工作基础,研究条件,应用环境，工作目的。）at present, the world has become a highly connected and open world, the cooperation and the communication among different countries is more frequent than ever, and the traditional cultural pattern has been improved. in order to sell out more products in the world market, the most powerful way is advertising, so the translation of ads becomes essential. domestication and foreignization are the two main ways of ads translation. domestication focus on the effectiveness, less strange words exits in the translation, foreignization focus on the original culture. the appropriate use of domestication and foreignization can bring a lot of benefits to the merchants and the customers.二、参考文献1 venuti, l. the translators invisibility a history of translation (m) london and new york: routledge, 1995.2 newmark a textbook of translation (m) london: prentice hall international (uk) ltd 1988.3 mueller, barbara. international advertising communicating across cultures. da lian: northeast financial university press, 1998. 4 刘金侠. 归化与异化理论在商业广告翻译中的应用与解析. 全国中文核心期刊.1998 5 三友李静. 广告翻译中的文化转换. 中国科技翻译.1997.6 蒋磊. 英语文化差异与广告的语用翻译. 中国翻译.2002.7 凌征华. 英汉广告差异及其翻译. 全国中文核心期刊.2003.8 林琳,单小艳. 文化因素在广告翻译中的体现. 全国中文核心期刊.1996.9 贾文波. 文本类型的翻译策略导向. 上海科技翻译.199610 曹顺发. 谈广告用语的翻译. 涪陵师专学报.2002.11 冯焕红. 浅谈中英语言与文化差异对广告翻译的影响. 中国校外教育.2004.12 邓建辉. 广告翻译中的文化因素. 全国中文核心期刊.2003.13 王雪松. 广告翻译中的跨文化因素. 全国中文核心期刊.2001.三、设计（研究）内容和要求content of studiesat present, the world economy in slow recovery phase, still faces many uncertainties. every country should undertake to promote the world economic growth. each country is responsible to eliminate trade barriers, and jointly promote sustained world economic recovery and development. in order to gain more market share and profits, every country is positively promoting their goods across the world. consequently, ads translation is an essential approach for the international communication of economy and culture.as a social culture, advertisements possess bright national features. because different country has its distinct history, custom, culture and values, it is significant to make the consumers around the world clear of the national culture and ideology contained in the advertisement.in the process of ads translation, domestication means bring the foreign culture closer to the reader in the target culture, and translate the foreign words by local ways so as to make the text recognizable and familiar. the ultimate goal of the advertisement is to stimulate the customers and inspire them into a buying impulse. in order to make the customer of the target language and the source language get the same effect, the appropriate application of domestication is necessary, and it will make the advertisement more effective, raise empathy among the customers. lastly, the ultimate aim of the manufacture will be reached. globalization has promoted the international communication and combination in culture. in the process of ads translation, foreignization means making the target language reader travel abroad and see the differences. foreignization designates the type of translation in which a target text “deliberately breaks target conventions by retaining something of the foreignness of the “original” (shuttleworth & cowie, 1997:59). the domestication of ads translation is popular with the most youngsters, who are open-minded and courageous to experience the new things, and sensitive to the fashion. it can satisfy the needs of the youngsters to contact with the outer world. at the same time, the youngsters are part of the consumers with largest vigor, which can realize the manufactures aim of winning profits. whats more, the foreignization will help promoting each countrys culture across the world, and increasing the national reputation in the world.domestication and foreignization in ads translation have great impacts on the promotion of the commodity in the international market. requirements: as an indispensable part of undergraduate education, the writing of thesis plays an important role in developing the students ability to comprehensively apply learnt knowledge and skills to practical use. according to the document of tianjin university renai college issued in 2009 on the requirements of undergraduates thesis, students should stick to the following requirements:1. the thesis must be based on the students own ideas. plagiarizing is not allowed.2. the thesis should strictly conform to the format set by the university.3. the length of the thesis is 5000-7000 words.4. under the guidance of the supervisor, students should finish the thesis within the period from december 14th, 2009 to may 15th, 2010. 毕业设计（论文）开题报告课题名称domestication and foreignization in advertisement translation学院名称社会科学与外国语学院专业名称英 语学生姓名 指导教师 i. source:this topic is self-selected.ii. purpose:the paper is try to make a general introduction of domestication and foreignization in ads translation, or more specifically, to see which translating strategy is superior in ads translation.iii. objectives:by making the general theoretical basics of domestication and foreignization in ads translation, and introducing practical application of that in ads translation, we will realize that both of them are significant, because the domestication is easy for customers to accept, and the foreignization will become increasingly useful with the globalization.iv. content:due to its significance, the translating strategies of domestication and foreignization have been studied by many professionals and scholars. most of their researches are concentrated on the practical use, advantages and disadvantages of both strategies. so the main content of the thesis is to make a general introduction of the two strategies written in the previous days, and emphasize the significance of the strategies.v. method:1. read the previous theories relevant to the domestication and foreignization.2. introduce the previous theories generally.3. find some famous and typical ads and based on my knowledge to translate them4. make comparison of the two ways.vi .time scheduledec,14jan.1opening report mar.1mar.14submitting the draftmar.15mar.19submitting outline ,abstractmar.22apr.2first draftapr.3apr.16second draftapr.19apr.30third draftend of mayoral defensevii. main references:1 venuti ,l. the translators invisibility a history of translation (m)london and new york:routledge, 1995.2 newmark a textbook of translation (m)london: prentice hall international (uk) ltd 1988.3 陈丽莉. 翻译的归化与异化. 中国科技翻译. 2002 4 三友李静. 广告翻译中的文化转换. 中国科技翻译.1997.选题是否合适：是 否课题能否实现：能 不能 指导老师签字 年 月 日课题能否实现 ：能 不能选题是否合适： 是 否 审题小组组长签字 年 月 日 outlinethesis statement: domestication and foreignization, which always have a great impact on the cultural factors in ads translation, are the two main approaches applied in ads translation.i . introductiona. advertisement and the ads language1. the basic requirements for translation2. criteria for ads translation3. linguistic features of advertisements4. theoretical basics of ads translationii. foreignization and domestication approach in ads translation a. the introduction of domestication 1. domestication in general translation2. domestication in ads translationb. the introduction of foreignization1. foreignization in general translation.2. foreignization in ads translation c. the comparison of domestication and foreignizationd. the cross-cultural factors in ads translationiii. the practical application of domestication and foreignization in ads translationa. the practical application of domestication in ads translationb. the practical application of foreignization in ads translationiv. conclusion abstract at present, advertisement, the representative of commerce, is becoming increasingly important in our daily life. with the development of international communication, transnational commodity marketing, and the obvious growth in the number of business operating worldwidely, the ads translation is more necessary and significant. the fulfillment of the function of the ads translation is closely related with the cultural background. as to the ads translation, many principles and approaches has been used, in which the domestication and foreignization are the most controversary. in germany schleiermachers words: here are only two methods of translating, either the translator does not bother the original author and leads the reader to approach the aurhor or the translator tries not to bother the reader and leads the original author to approach the reader. (schulte-biguenet, 1992:42 ). foreignization used in ads translation can help people beyond ones cultural border, improve the openmindness, and cultivate the translational awareness. domestication used n ads translation can make the advertisement more acceptable and understanding, so as to promote the sale of the commodity. accordingly, the thesis will first will provide some information about the ads translation, including its features, rules, influcing factors and so on. chapter two will make a introduction of domestication and foreignization, and discuss the advantages and disavantages of each approach. the last part of the chapter two will make a comparison of the two methods of ads translation. chapter three discusses the practical use of domestication and foreignization in ads translation. lastly, we will get the conclusion that domestication and foreignization are both significant in ads translation. domestication is more common, and makes the ads more acceptable, foreignization is more international, and will exert its maximal function within apposite degree.key words: advertisement; domestication; foreignization; translationdomestication and foreignization in advertisement translation. introduction language, as a primary tool of communication, is an important part of culture and a carrier of culture. so, translation, as a bridge between two different languages, not only means translating the language, but also means translating the culture. language and culture are closely connected. consequently, translators must have an excellent familiarity with the culture of the source language and the target language so as to be able to choose the appropriate words to express the correct idea and process of the original writer. generally speaking, there are two basic ways of translation, which are the source-language-culture oriented and the target-language-culture oriented. the two approaches can also be called the domestication and foreignization. the german translator schleiermacher said that: “there are only two methods of translating, either the author doesnt bother original author and leads the reader to approach the author or the translator tries not to bother the reader and leads the original author to approach the reader.” (schulte biguenet, 1992:42) the discussion about the two methods have existed for many years and still not come to the end today.a. advertisement and the ads languagethe advertisement is a kind of comprehensive, commercial and common art, which is composed of the trade marks, topics, ads words, and pictures. being different from the literary works, which pay more attention to the expression of the feelings of the author, the ads always try to meet the needs of the customers and cater for their tastes. all the ads words are about making the customers satisfied so as to achieve the purpose of promoting the products to the public and convincing the potential customers to buy them. the advertisement is not only a commercial phenomenon but also a cultural practice. different and specific cultural elements are contained in all kinds of ads, especially the ads of the international commodity or service. the ads are also a tool of cultural transmission.1. the basic requirements for translationdifferent writing style has different translating rules and requirements, which are decided by the different purposes and functions of the specific style. as to the ads translation, the basic and popularly known requirements are naturalness, exactness, and understandability. the three basic rules can reflect the aim of the ads and its linguistic and cultural features. language is the medium to transmit information; the translating language should completely tell the information of the source language so as to get the expected functions and effects of the source text. the naturalness of the translation means to express the information of the source text by an approach that is fluent, habitual, and acceptable to the target reader, and can reduce the strangeness of the reader. in addition, the foreign cultural elements can also be transmitted to the target customers in the original use as long as they are educated enough to accept them. the exactness is also necessary in the process of transmitting the products information; otherwise, the inaccurate information will finally mislead the potential customer, and bring negative influences to the benefits of the cooperation. for example, in china, the package of the food often writes the words “开袋即食”, and many english translation is “open and eat immediately”. however, the word “immediately” means doing something in a few minutes, but in fact it means the food doesnt need to be processed anymore, the dish is finished, and the correct translation can be “ready to be served”. only by correctly translating the ads, can the ads be zoetic. to touch the heart of the customer and attract more buyers in a short time, it is significant for people to understand. nowadays, people are walking faster with bigger steps, less man have enough time to think about the obscure ads message, so the easier to understand the less difficult to catch the customers attention. in addition, the cultural elements in ads are always difficult to transmit in a way that the target customers are familiar with. more young people are likely to touch the foreign culture in the most original way, so in some specific situations, the ads translation can be more novel, and neednt be domesticated.in conclusion, all the requirements of ads translation are based on its communicative value. advertisement is a kind of communication, as long as the target customer can understand, the translation can produce the effects as close as possible to the original ads, or make the customer acknowledge with some exotic information, translators can make some creation on the bases of the three requirements.2. criteria for ads translationit is widely known that the ads should try to achieve the requirements of the aidma rules, they are “attention” “interest” “desire” “memory” and “action”. consequently, the ads words are a kind of difficult task for the designer, who needs hard working and should possess creative ideas.3. linguistic features of advertisementsthere are several linguistic features of the ads words. the first one is its novelty. the ads should possess the ability of attracting customers and persuading them to buy the goods. the pictures and colors can surely attract customers by their special visual effects; however, the more significant and primary element is the novel ads words, which can make the reader and audience watch it patiently to the end. for example, the advocating words of the world famous ice cream “ haagen-dazs” is “ if you love her, take her to haagen-dazs”, which will successfully arouse the impulses of the customers to buy it. the second feature is terseness and understandability. the language of the ads should accord with the age, education degree, and economic situation of the target customers. the popular coffee nescafes target customers are people in all age, and people with all kinds of work. so its advertisement says: the taste is great” which is so easy to understand to the all. if the words are obscure and profound, then the customers, especially the older ones will not be able to accept the ads and the goods or service. the third feature is the catchy and short words. a successful advertisement should make a deep impression on the customer. in the international market, numerous ads are accessible to the customer. in order to win among so many competitors, the catchy and simple language is necessary. the successful example of the nike sports says “just do it”. besides advocating its products, the three simple words have become many ambitious peoples motto. 4. theoretical basics of ads translationdynamic equivalence in ads translation.dynamic equivalence or functional equivalence theory is the famous theory of eugene a. nida. in “a framework for the analysis and evaluation of theories of translation” (1976). nida says “the relative validity of each translation is seen in the degree to which the receptors are able to respond to its message (in terms of both form and content) in comparison with (1) what the original author evidently intended would be response of the original audience and (2) how that audience did, in fact, respond. the responses can, of course, never be identical, for interlingual communication always implies some diversities in value systems, conceptual presuppositions, and historical antecedents. (1976:64f) in a word, the dynamic equivalence means the receptor of the target language should have the same respond with that of the original reader to the original text. we can know from the above that nidas functional