顺应论视角下的广告翻译硕士学位论文.doc

学校代码：10254 密级 论文编号上 海 海 事 大 学shanghai maritime university硕士学位论文master dissertation 论文题目 顺应论视角下的广告翻译 学科专业 外国语言学及应用语言学 m.a dissertation on the application of adaptation theory to advertisement translationa thesis submitted to the foreign language school of shanghai maritime university in partial fulfillment of the requirements for the degree of master of arts in translatology by hu yuechansupervisor : he shaobin june,2009acknowledgementsi am especially grateful to my supervisor, he shaobin. he is a real expert in translation theories and practice. his lectures, articles and suggestions have helped me a great deal to understand the current development of translation studies and to finally figure out the field i am really interested in. it is under his encouragement and guidance that i chose advertisement as my subject of study, and adaptation theory as the theoretic foundation of my research. the thesis wouldnt have reached the present form if it hadnt been for his great help.furthermore, my great thanks go to all the teachers who have taught me and helped me in the past two years, esp. professor han zhonghua, professor wang dawei, professor wang juquan, professor quzongde and professor shi dongqing who have opened me an amazingly new world of translation, professor zheng lixin who has prompted my interest in linguistics, and professor yuan yongfang who always encourage me to read original english novels.a most special gratitude goes to my parents, my brothers, my sisters and my friends for their love, encouragement and support they have been giving me all these years. thank calie in particular for your kind advice on the thesis.eventually, any errors and inadequacies in this thesis are my sole responsibility.毕业设计（论文）原创性声明和使用授权说明原创性声明本人郑重承诺：所呈交的毕业设计（论文），是我个人在指导教师的指导下进行的研究工作及取得的成果。尽我所知，除文中特别加以标注和致谢的地方外，不包含其他人或组织已经发表或公布过的研究成果，也不包含我为获得 及其它教育机构的学位或学历而使用过的材料。对本研究提供过帮助和做出过贡献的个人或集体，均已在文中作了明确的说明并表示了谢意。作 者 签 名： 日 期： 指导教师签名： 日期： 使用授权说明本人完全了解 大学关于收集、保存、使用毕业设计（论文）的规定，即：按照学校要求提交毕业设计（论文）的印刷本和电子版本；学校有权保存毕业设计（论文）的印刷本和电子版，并提供目录检索与阅览服务；学校可以采用影印、缩印、数字化或其它复制手段保存论文；在不以赢利为目的前提下，学校可以公布论文的部分或全部内容。作者签名： 日 期： 学位论文原创性声明本人郑重声明：所呈交的论文是本人在导师的指导下独立进行研究所取得的研究成果。除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律后果由本人承担。作者签名： 日期： 年 月 日学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权 大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。涉密论文按学校规定处理。作者签名：日期： 年 月 日导师签名： 日期： 年 月 日指导教师评阅书指导教师评价：一、撰写（设计）过程1、学生在论文（设计）过程中的治学态度、工作精神 优 良 中 及格 不及格2、学生掌握专业知识、技能的扎实程度 优 良 中 及格 不及格3、学生综合运用所学知识和专业技能分析和解决问题的能力 优 良 中 及格 不及格4、研究方法的科学性；技术线路的可行性；设计方案的合理性 优 良 中 及格 不及格5、完成毕业论文（设计）期间的出勤情况 优 良 中 及格 不及格二、论文（设计）质量1、论文（设计）的整体结构是否符合撰写规范？ 优 良 中 及格 不及格2、是否完成指定的论文（设计）任务（包括装订及附件）？ 优 良 中 及格 不及格三、论文（设计）水平1、论文（设计）的理论意义或对解决实际问题的指导意义 优 良 中 及格 不及格2、论文的观念是否有新意？设计是否有创意？ 优 良 中 及格 不及格3、论文（设计说明书）所体现的整体水平 优 良 中 及格 不及格建议成绩： 优 良 中 及格 不及格（在所选等级前的内画“”）指导教师： （签名） 单位： （盖章）年 月 日评阅教师评阅书评阅教师评价：一、论文（设计）质量1、论文（设计）的整体结构是否符合撰写规范？ 优 良 中 及格 不及格2、是否完成指定的论文（设计）任务（包括装订及附件）？ 优 良 中 及格 不及格二、论文（设计）水平1、论文（设计）的理论意义或对解决实际问题的指导意义 优 良 中 及格 不及格2、论文的观念是否有新意？设计是否有创意？ 优 良 中 及格 不及格3、论文（设计说明书）所体现的整体水平 优 良 中 及格 不及格建议成绩： 优 良 中 及格 不及格（在所选等级前的内画“”）评阅教师： （签名） 单位： （盖章）年 月 日教研室（或答辩小组）及教学系意见教研室（或答辩小组）评价：一、答辩过程1、毕业论文（设计）的基本要点和见解的叙述情况 优 良 中 及格 不及格2、对答辩问题的反应、理解、表达情况 优 良 中 及格 不及格3、学生答辩过程中的精神状态 优 良 中 及格 不及格二、论文（设计）质量1、论文（设计）的整体结构是否符合撰写规范？ 优 良 中 及格 不及格2、是否完成指定的论文（设计）任务（包括装订及附件）？ 优 良 中 及格 不及格三、论文（设计）水平1、论文（设计）的理论意义或对解决实际问题的指导意义 优 良 中 及格 不及格2、论文的观念是否有新意？设计是否有创意？ 优 良 中 及格 不及格3、论文（设计说明书）所体现的整体水平 优 良 中 及格 不及格评定成绩： 优 良 中 及格 不及格（在所选等级前的内画“”）教研室主任（或答辩小组组长）： （签名）年 月 日教学系意见：系主任： （签名）年 月 日摘 要随着商业贸易和经济全球化的高速发展，广告翻译在国际交流中的重要作用日益凸现。然而在我国，广告翻译仍然满足不了社会的需求，有待进一步发展。本文基于广告翻译的特殊性，从一个新的视角即顺应理论出发来探讨广告翻译的过程以及方法，其目的在于帮助提高实际操作中广告的英汉互译水平。维索尔伦(verschueren)的“语言顺应论”是新兴的理论，但它有着很强的阐释力。顺应论从认知，社会的和文化的角度审视语境。由于广告翻译涉及跨文化之间的文化差异，广告翻译过程应充分考虑不同广告受众群体的社会心理文化差异尤为重要，故顺应论对于广告翻译具有很强的指导意义。本文试图以他的语言顺应论为理论依托，对广告语的语言特点，影响广告翻译的各种不同但又相互联系的语境因素作了探讨，通过对原文和译文的各个层面的比较，把语用学顺应论研究的成果利用到广告语的对比和翻译研究中，运用动态顺应的观点考察在具体的翻译过程中，广告语所传递的语用信息和语用功能，说明了译者在翻译过程中应如何顺应这些语境因素(语言语境与交际语境)。本篇论文由五章构成：第一章，研究概述，主要阐述前人在广告领域的研究成果，本论文研究目的及研究意义。第二章主要是对本论文的理论基础，即维索尔伦提出的顺应论进行阐述。通过对顺应论三大概念与四大方面的阐述，指出顺应论对广告翻译十分具有阐释力。第三章详细介绍了本论文的研究对象广告翻译，包括广告的定义与功能，广告语的语言特点以及广告中的文化因素。第四章是本论文的主体部分。详细分析了顺应论在广告语翻译中的应用，指出广告翻译应顺应消费者的心理世界、社交世界、物理世界以及顺应目的语的语言现实。第五章是文章的总结部分，总结顺应论在广告翻译中的应用，同时指出研究的意义及不足部分。关键词: 广告,广告翻译，顺应论 abstractthis thesis is a study on chinese-english and english-chinese translation of advertisements (hereafter abbreviated as ads) in the light of adaptation theory.with the development of international trade and global economy, ads and their translation become an important part of modern life. well-translated advertisements contribute to the good reputation of the companies and their products, while poor translations of advertisement often result in costly failures, and even do harm to the image of the companies. carrying on studies on this topic can lead to peoples serious consideration of good translation of chinese advertisement, thus improving the competitiveness of chinese companies in the global market.this thesis revisits advertisement translation from a pragmatic perspective of adaptation. jef verschuerens adaptation theory is a new-born but encompassing theory. the author wants to reveal how, under this theoretic framework, different, yet interdependent constraints on the translation process play their roles in translation of advertisements.the thesis consists of five chapters: chapter one is a general introduction to the research, offering the general context for advertisement translation, research motivation and its significance. chapter two offers a theoretical framework of ads translation from adaptation theory proposed by jef verschueren. based on elaboration on three key notions and four aspects, it concludes that adaptation theory is very explanatory for the research on ads translation. chapter three begins with the definition and functions of advertising as well as a brief introduction to the distinctive features of ads language .then it expounds the cultural factors in the cross-cultural ads translation and gives some examples about the pragmatic failure in ads translation .chapter four provides a detailed analysis of adaptation in ads translation . the process of adaptation takes place in linguistic and communicative context (physical world, social world and culture).chapter five serves as the summary of the whole essay, in which the author reviews and clarifies the application of adaptation theory to adverts translation, pointing out the implication of the present study and some suggestions for the future research.in conclusion, verschuerens theory casts new light on the research of advertisement translation. and it is hoped that this tentative study will be conducive to advertisement translators, advertisers as well as copywriters.key words: advertising, advertisement translation, adaptation theory contents acknowledgementsiv摘 要vabstractvicontentsviiichapter 1 introduction11.1 literature review of ads translation.11.1.1 western researches into ads translation11.1.2 chinese scholars researches into ads translation31.2 research motivation51.3 academic value and practical significance61.4 framework of the thesis7chapter 2 the adaptation theory and its9application to translation92.1 verschuerens adaptation theory92.2 key notions of adaptation theory92.2.1 making choices92.2.2 three features of language112.2.3 four angles of investigation122.3 adaptation in translation132.3.1 choice making and translation132.3.2 the three features of language and translation152.3.2.1 variability and translation152.3.2.2 negotiability and translation172.3.2.3 adaptability and translation172.3.3 four angles of investigation and translation18chapter 3: a general study of ads and ads translation213.1 general knowledge of ads213.1.1 definition of advertising213.1.2 the functions of advertising223.1.3 objectives of advertising233.1.4 the components of advertising243.2 features of ads language273.3 translation of cross - cultural ads293.3.1 culture293.3.2 language and culture303.3.3 cultural factors in advertising31chapter 4: application of adaptation theory35to ads translation354.1 adaptation to the linguistic reality354.1.1 language structure364.1.2 associative meanings394.1.3 sound pattern of language414.2 adaptation to the physical world434.2.1 advertisers brief434.2.2 attributes of the product464.2.3 natural geography474.3 adaptation to the mental world494.3.1 thought pattern494.3.2 value standards524.3.3 beliefs544.4 adaptation to the social world584.4.1 religions594.4.2 norms614.4.3 sociopolitical setting654.5 summary66chapter 5 conclusion67bibliography69 77chapter 1 introductionwith chinas entry into the wto and the trend of globalization, chinese businesses have been undergoing ever-frequent exchanges with the outside world. well-translated advertisements contribute to the good reputation of the companies and their products, while poor translations of advertisement often result in costly failures, and even do harm to the image of the companies. carrying on studies on this topic can lead to peoples serious consideration of good translation of chinese advertisement, thus improving the competitiveness of chinese companies in the global market.1.1 literature review of ads translation.“there has over last two decades been an enormous upsurge of interest in the linguistic and discourse characteristics of advertising”.(paul,2001:589) however ,the attention paid to translation of advertisements is far from enough as it involves the more complex transfer of a text.1.1.1 western researches into ads translationin the western world, investigation on ads translation has been conducted by foreign scholars from many angles. genevieve (1998) studies the recreation techniques by comparing english version (st) and french version (tt) in order to prove that humorous ads can be translated. with special attention paid to “the exploitation of national or cultural identity in the advertising of exports”, adrian (2000) makes a more detailed investigation on the topic and arrives at the conclusion that translators should be intercultural experts.likewise, masa(2000) adopts the comparative-analytical approach to study similarity and dissimilarity of advertising between german and brazilian portuguese, thus concluding the necessity of “adaptation (in the broad sense) with due appreciation of culture-specific conditioning factors, stereotypes, and the peculiarities of the advertising industry” and of “creativity involved in the process of rewriting texts ”(ibid.:269).from masa, we can infer that the role of translators clearly goes beyond the traditionally accepted role of bilingual scribe. in printed ads, it is essential to orient toward the receptor to achieve rhetorical objective, which also holds true for ads translation. cristina(2000)advances the proposition on translation strategies by analyzing reception factors in translating ads, such as target audience, new products, target culture habits, phonetic factors and print styles, arriving at the conclusion that “certain modifications in the visual and oral components are required in order to convey the intended effect of advertisements on the target audience”(ibid.:280).similarly, functionalist who considered ads as one typical text gives high regard to text function. reiss put ads in the categories of operative texts of a persuasive nature and assigned to them an “adaptive” mode of translation to tailor to the needs and conventions of the receptors of tt (adab, 2004:164). hatim and mason (2001:156) propose a classification of text types according to “dominant contextual focus”. according to them, ads, with dominant focus consists of triggering a particular response of behavior in the recipient, are included in the group of instructional texts. different from the aforementioned authors, nord proposes a model of the translation process which consists of all the elements pertinent in the real practice of translation and is demonstrated by applying it to the translation of an ad instead of focusing on translation skills, role of translator and reception factor. she puts forward that ads translation entails production of a communicative event in a new culture, having a corresponding functional role to that of the source culture text (nord, 1997:50). by doing survey on specific examples and connecting them to the communicative aim of advertising messages, adab (2000) tries to offer principles for a more systematic approach to ads translation.apart from above researches, contributors of the translator (an international journal), which launched a special issue about the translation of advertising materials in 2004, aired their observations from different perspectives. de mooij (2004) alleges that consumer behavior and the way consumers communicate are heavily reliant on their cultural values, and consumers needs, motives and emotions are also due to cultural influence. also within the cultural context, torresi (2004) explores the stereotype of cleanliness coming out of british, italian and russian ads for cleaning products, stressing culture-specific traits.ho (2004) makes the propositions on the conception of “genetic engineering” process and maintains that translation, especially ads translation, is not only a linguistic and cultural activity, but also a key commercial activity. he further claims that ads translation involves transfer between different mindsets aside from text transfer and cultural adaptation. sumberg (2004) studies how the approach to target text production adds to or detracts from the effectiveness of tourist brochures translated from french into english and whether their promotional function is being achieved. some bold explorations are even made on some issues the former researchers havent stepped in before. the one is about comparison between different media. considering ads as semiotic entities and thus translation as an inter-semiotic process, freitas(2004) studies how the same advertising concept of a given product or services is conveyed in different media (magazine vs. tv).in the context of marketing, chiaro(2004) examines advertising translation through comparison between print and web advertising of italian agro-food products. the other tricky issue is about relationship between the verbal and non-verbal. by revisiting linguistic characteristics of advertising as well as audience, purpose and cross-cultural transfer, munday (2004) demonstrates that “the visual and multimodal in general, must be incorporated into the fuller study of the translation of advertising”1.1.2 chinese scholars researches into ads translation compared with the western researchers, chinese scholars and researchers have made more efforts in the field of ads translation which are proved by numerous publications in journals or thesis. the author attempts to sum them up along the following 5 categories with some publications as exemplification.（1）stylistic approach advertising texts are explored in terms of phonetic, lexical, syntactic, semantic and rhetorical levels and then translation strategies are located. with analysis on rhetorical devices in english and chinese advertising, gai (盖静, 2003) investigates advertising language features .she finally proposes several specific techniques on how to handle rhetorical devices in ads translation and confirms that “translation without consideration of the readership will be all in vain in practice” (ibid.:1).similarly, zhu (朱海燕, 2003) concludes that ads translators should break themselves from the practice of seeking equivalence in terms of form and content since ads translation is a recreation based on the originality of the source text.（2）pragmatic approach some scholars carried out studies from the pragmatic approach. with the help of thomas distinction between pragmalinguistic failure and sociopragmatic failure, shi(石永清, 2002)explores the causes for cross-cultural pragmatic failure. he reveals that the reason of failure lies in the interference of pragmalinguistic and sociopragmatic rules of mother tongue. zhang (张玲玲, 2003) makes a similar research and concludes that differences in language and culture make the proper translation