A STUDY ON CULTURE TRANSFER IN ADVERTISING.txt

udc . centralsouthuniversity 淭 200611 astudyoncuijuretransferinadvertising translation fromtheperspectiveof skopostheory thesis submittedinpartialfulfillmentoftherequirementsfor thedegreeofmasterofaits inthegraduatesehoolofcentralsouthuniversity by v nghao supervisor:professorliyanlin novembcr2006 centralsouthuniversity : 涨: ; ; 涨 : 塣涼 棬淭 ;棬淭 淭 淭淭 skopos 巭 綨漰 skopos :( )( )(磬 )skopos 乺 淭 洫 洫 滥淭 淭 :淭abstract withthefurtherdevelopmentofchina 5polieyofopeningtothe outsideworld theentryofchinaintowtoandtheglobalizationof worldeeonomy advertising15beeominganimportantpartofourdaily life.furthermore themodernagewitnessedthefastdevelopmentofthe internetandinformationeommunieationstechnology;allthesemakethe cross culturalcommunicationofinternationaladvertisingbecomereality. language15theearrierofeulture.inabroadsense languageand advertisingareallpartsofculture.ontheonehand languageplaysan importantpartinadvertisingandadvertisingtranslation.thepurposeof anadvertiser15topresentproduetsorserviees whichmustbefulfilled throughadvertisingmessages.onthispoint theartsoflanguagehaveto bementioned.theauthormakesabriefanalysisoftheadvertising languageftomthreelevelsnamely thelexieallevel thesyntactielevel andtherhetoricallevel whiehlaysafoundationforthelatterstudyofthe strategyofadvertisingtranslation:ontheotherhand culture15theorigin ofadvertisinglanguage anditbecomesthebasiestandardinadvertising creatingandunderstanding.astheproduetofculture advertisingcan showtheeloserelationshipbetweenlanguageandeulture. dthe advertisinglanguage15aspeeialartformwhiehhasprofoundcultural baekgroundandeanbeinflueneedbythetendeneyoftheday.presently iv studiesonadvertisingareintheaseendant.butmostofthestudiesare justlimitedtosomesuperflcialaspectslikelinguistieorrhetorieal features and50on.thetraditionaltranslationtheoryeannotsatisfythe standardofmodernadvertisingtranslation forthemainpurposeof advertisement15tomaketheintendedeustomeraeeeptitsproductsor serviees.therefore tohaveafullandeompleteunderstandingofthe culturaldiffereneesbetweenchineseandenglishbeeomesvery importantandessential. thethesis15designedtoemphasizetherolethateulturalfaetors playedinthetargettextintheeourseoftranslatingbyeombiningskopos theory culturalfaetorsandadvertisingtranslationfromskopostheory viewpoint.therearefourimportantrepresentativesofskopostheory: katharinareiss hansj.vermee justaholzmanttari andchristiane nord.skopos15agreekwordforpurpose .aecordingtoskopostheory theprimeprincipledetermininganytranslationproeess15the purpose/skoposoftheoveralltranslationalaetion.anyformof translationalaetion ineludingtranslationitself maybeconeeivedasan aetion asthenameimplies.anyaetionhasanaimorapurpose.the wordskopos15ateehnicaltermfortheaimorpurposeofatranslation. furthermore anaetionleadstoaresult anewsituationoreventand possiblytoanew objeet(vermeer1989b:1730.thepossiblepurpose oftranslationcanbeanalyzedfromthreeaspeets:thegeneralpurpose aimedatbythetranslatorinthetranslationproeess(perhaps toearna living) thecommunieativepurposeaimedatbythetargettextinthe targetsituation(perhaps toinstoetthereader )andthepurposeaimedat byapartieulartranslationstrategyorproeedure(forexampleto translateliterallyinordertoshowthestmeturalparticularitiesofthe soureelanguage ).thetermskoposusuallyreferstothepurposeofthe targettext.whenitcomestoadvertising thepurpose15toeonvinceand impressthereadersandpromptpurehasing.that15tosay onesueeessful advertisement15toeatehtheconsumersattention inspiretheirinterest anddesire impressthemdeeplyandmakethemperformtheaetionof buying.consideringthis theauthorthinksthatthereader 5reactionisa keypointinadvertisingtranslation.that 5thereasonwhytheauthor ehoosesskopostheory atheoryofpurposefulaetion whiehelaimsone ofthemostimportantfaetorsdeterminingthepurposeofatranslation15 theaddresseewho15theihtendedreceiveroraudienceofthetargettext. duetotheculturaldiffereneesbetweenlanguagesit 5quitenecessaryfor ustotakeeulturalfaetorsintoaceount.sineeeveryeonsumerlivesand growsupinaeertaineulturalbaekground agoodadvertisementmaynot besueeessfullytranslatedifeulturalfaetorsareignoredintheprocessof translating.inthisway howtohandlethebarriersbetweencultural faetorshasbecomeapriorityforatranslatortothinkabout. theauthoreonsiderstranslationasapurposefulactionthatmakes vi thetargettextandthesourcetextrelevantratherthanequivalent.the thesisdiseussesthetranslatingstrategiesbetweenchineseandenglishin a deeperwaybyanalyzingthetranslatedtextsfrombothlinguisticand culturalpointsofview.andtheauthormakesapraetiealstudyofthe examplesofadvertisingtranslationtoanalyzehowtheskopostheory15 appliedtoadvertisingtranslation. keywords:advertisingtranslation skopostheory eulturaldiffereneescontents .i abstract.iv introduction1 chapter1literaturereview.5 1.1thebackgroundanddevelopmentofskopostheory5 1.1.1backgroundofskoposthe0ry5 1.1.2thepresentationanddevelopmentofskoposthery7 1.2principaltheoriesofskopostheory10 1.2.1skoposru1es10 1.2 2intratextualc0herence11 1.23intertextualc0herence.12 1.3anslationbrief.13 1.4dennitionoftranslationinskopostheory13 lstheimportanceofanslator14 1.6thel anslatahilityofadvertising.16 chapter2charaeteristicsofadvertisingandadvertising language.20 2.1thedenultion0fadvertising20 2.2classincationofadvertising.22 vlll 22.3pu oseandfunctionsofadvertising.22 2.4linguisticfeaturesofadvertisingenglish.25 2.4.1lexiealfeaturesofadvertisinglanguage.25 2.4.2syntacticfeaturesofadvertisinglanguage32 2.43rhetoricalfeaturesofadvertisinglanguage.40 chapter3culturalpropertiesofadvertisinglanguage49 3.1thede6nitionofculture49 3.2relationbetweenlanguageandcuiture50 3.3culturaldiffereneesinadvertisinglanguage.52 3.3.1individualorientationvsgrouporientation53 3.3.2governmentalauthorityorientationvsscientine evidenceorientation.57 3.3.3homesicknessvsmigration.58 3.3.4thedifferencesbetweencolorsandnumbers.62 chapter4basiestrategiesforadvertisihg anslationinviewof culturaldiffereneesenlightenedbyskopostheory64 4.1theoreticanalysis64 4.2applicationofskopostheorytoadvertising anslationin viewofculturalbarriers68 4.2.1freelansfer.72 additi0n.72 abridgement.75 ix parody.77 adaptation80 4.2.2literallansfer.82 c0nclusi0n.85 notes90 bibliography.94 acknowledgements99 .100 m.a.thesisintroduetion introduction nowadays chinesecompanieshavebeendeeplyinvolvedinafieree eompetitioninthegloba marketandawelltrans atedadvertisementlcan helptobuildgoodproductimageamongeonsumers whohavebeeome moreandmoreeritiealinchoosingproducts.insuchaway thetranslator playsanimportantroleintherelationshipbetweentheadvertiserandthe consumer.it 5hightimethatwetooktheadvertisingtranslationstrategy inioaccount.advertisingtranslationhasb nstudiedbymoreandmore scholar.2 tthepreviousstudiesseemnotenoughtomeettheneedsin suehamodemtimeofeeonomieglobalization.thereseareh15intended todemonstratehowculturalfactorsinflueneetheehoosingofadvertising languagebyexploringtheinterrelationshipofeulture.suehareseareh15 ofgreatimportanceinboththeoryandpractiee.sincethepolieyof openingtotheoutsideworldwasinitiated stemadvertisementsof variouskindshavepouredintochinaandmeanwhllechina 5eeonomy hasmadegreatprogressandsomeofitsexcellentnationalproductshave alsosteppedintow sternmarkcts.inotherwords ontheonehand chineseeonsumershavequieklybecomefamiliarwithw stembrands likecocacolapepsicolamedonaldskfcnokiamotorola ete. mostinfluentialinmakingchineseeonsumersawareofforeignbrands m.a.theslsinlroduetlon 15therapidlyinereasingmimberofwestemadvertisementsappearingin ehinesemedia.(barbaraeller 1996:304)westemadvertising3 elearlypresentsw stemvalues (barbaramueller 1996:258).onthe otherhand withtheeeonomybooming espeeiallyafterenteringwto china 5advertising15tendingtobeinternationalizedbasedonthree factorsnamely theglobalizationoftheworldeconomy thegreat ehangesofchinesepeople 5valuesandtherapidadvaneeofthemass media.likewisechina 5advertisingreflectschineseculturetosome degree.consequently tofurtherstudytheimpactofcultureon advertisingtranslationinthenewcenturydoesdeserveourconcem.such astu 15expectedtoassistnotonlyinenrichingadvertisingand linguisticresearehesbutalsoingettingpeopletobetterunderstandand appreciateeastemaswellasm/estemcultures.inthethesis theauthor attelnptstowritesomethingonadvertisingtranslationfromanewangle that15to plyvermeer 5skopostheo 4toadvertisingtranslationin viewoflanguageandeulture.bydiscussingthefunctionofadvertising translationandgivinganintroductionoftheskopostheory thethesis pointsoutthatthepurpose/functionofadvertisingtranslation15 influeneedandeonstrainedbyeulturalfactorsandbringsoutthepoint thatadvertisingtranslation asaeomplieatedformofpraetiealtranslation involvesmanyeonsiderationsandshouldnotbeanalyzedjustfrom linguisticlevels buttakeculturalfactorsintoaccount.insuchawaym.a.thesisintroduetion advertisingtranslation15aproeessofmakingpurposefulselections duringwhichalotofadaptationsmustbemadetoachievethepurposeof thetranslationandthustheanthorholdsthatskopostheory15ofgreat signifieancetoadvertisingtranslation. asfarastheresearchapproach15eoneerned manychineseand englishadvertisementsgathereddatafromadvertisingbooksmagazines newspapers tvprograms runningbusesbillboardsete.througha eare 1eomparisonandanalysisofthedistinetionsofthetypieal advertisements ithasbeenrevealedthateulturalfactors toagreatextent affectadvertisinglanguageandtheproeedureofadvertisingtranslation. thetranslatorshouldpayeloseattentiontotheeulturalbaekgroundas wellaslanguagedifferenees. thethesiseomprises4chapters excludingtheintroduetionandthe eonclusion.chapter115aboutthestudiesrelatedtoskopostheory.the authorrunsbackoverthebaekgroundofthetheoryfollowedbyadetailed introduetiontoprincipaltheoriesofskopostheoryaswellasthe developmentofskopostheory.inthes1xthsectionofthisehapter the authordiscussesthetranslatabilityofadvertisingfromtheskopostheory viewpoint.chapter2eoversvariousaspeetsofcharacteristicsof advertisingandadvertisinglanguage.asthedefinitionofadvertising15 notsingular theanthorgivessomeacceptabledefinitionstoadveising andclassifiestheadvertisingintotwogroups:eommercialadvertising m.a.theslsintroduetion andnon commercialadvertising.aftermakingananalysisofthepurpose andfunctionsofadvertising theauthormakesanelaborateanalysisofthe linguistiefeaturesofadvertisingenglishfromthreeaspectsnamely lexieallevel syntaetielevel andthetoricallevel.chapter3explores advertisingfromaculturalperspeetive.sinceeultureaffeetsourlives50 muehit 5hightimethatwemadeeffortstostudyit.thedefinitionof culture15giveninthefirstsectionofthischapter.intheseeondseetion therelationshipbetweeneultureandlanguage15discussed asweall know language15thecarrierofeulture weeannotstudyadvertising languagewithoutmeniioningeulture especiallyculturaldifferencesexist indi rentlanguages whieh15statedinthethirdsection.chapter415 devotedtodealingwithstrategiesofadvertisingtranslation.fromwhat theanthorhasmentionedabove culturehasagreateffectonthecourse ofadvertisingtranslation;theresearehonadvertisingshouldtakeeultural faetorsintoconsiderationaswellaslanguageeharacteristics.afterthe theoreticanalysis15madeinthefirstsectionofthischapter theauthor drawstheeonelusionthattheskopostheory15themosteffectivetheory inadvertisingtranslation.speeificstrategies whichareclassifiedinto freeandliteraltransfer arediscussedinthefollowingseetionssupported byplentyofadvertisingexamples.thelastpartofthethesis15abriefand conciseconclusionaswellasthesuggestionforthefuturestudy. m.a.thesis llteraturereview chapterl literaturereview 1.1thebaekgroundanddevelopmentofskopostheory 1.1.1baekgroundofskopostheory ithasbeenaeknowledgedbytranslationtheoristsandprovedby translationpracticethatmosttheorieshavepracticalsignifieanee. however duetothelimitationsoftheoriesandtheuniquenessof translationsituation nosingletranslationtheoryeanneatlysummarize thevariousgenresandsolvealltheproblemsintranslationfield. thefunetionaltheoriesoftranslationopenupanewperspeetiveto translationstudies.therepresentatives katharinareiss hansj.vermeer justaholz maflttariandchristianenord areallgermanseholarswhieh wecall germanschooloffunetionalismord 2001:4).eachone representsastageofthedevelopmentofmodemfunctionalismin translationstudiesandmakesasignificanteontributiontofunetional theories. asearlyasthe705oflasteentury afunctionaleoneeptoftranslation eameoutingermany.theeoreofthistheoryliesinthreeaspeets: substanceoftranslation partieipantsoftheprocessoftranslationand principlesoffunctionaleonceptoftranslation.theyholdthattranslation m.a.thes1s literaturereview 15akindofaetionwhiehhasapurpose.in1971reiss astheinitiator developedamodeloftranslationeriticisminherbookpossibilitiesand limitationoftranslationcritieism whiehwasbuiltontheeoneeptof equivaleneebutviewaboutthetext ratherthanthewordorsenienceasa l velatwhichcon nunieationwasachievedandatwhiehequivalence mustbesought.inthelightofhertheory thetargettextshouldbe equivalenttothesoureetextintermsofeoneeptualcontentlinguistic formandcommunicativefonction.however foundthatinsome casesequivalencewasnotpossibleandnot desiredinpractical situation.thentranslationeritiescannolongerrelyonfeaturesderived fromthesouree textanalysisbuthastojudgewhetherthetargettext15 functionalintermsofthetranslationcontextord 2001:9).reissposes threemaintexttypes:informativee ressiveandoperativeo.shethinks thatthetexttypedeeidesspecialtranslationprocedure.reissconsiders thedeterminingfaetortojudgethetargettext15thetransmissionofthe predominantfunetionofthesoureetext.sheallowsthetargettexttohave acon nunicativefunctiondifferentfromthesoureetext.inaword reiss 5work15importantbecanseitmovestranslationtheorybeyonda considerationoflowerlinguistielevels eventheeffeettheycreateona considerationoftheeommunicativepurposeoftranslation andwhats more shelaysasolidfoundationforthepresentationoftheskopos theory.ma.thesis literaturereview 1.1.2thepresentationanddevelopmentofskoposthery hans.j.vermeenef155 5students hasgone e:thanhis tutor.heeonsidersthattranslation15atypeofhumanaction andatheory oftranslationcanbeembeddedinatheo ofhumanaction.havingbeen trainedasaninterpreter hetookupgenerallinguistiesthentranslation studies.hisdesiretobreakwithlinguistietranslationtheorydeveloped fromhisworkpublishedin1976andbecameveryelearinhisf ramework forageneraltranslatl ontheo of1978.vermeerstateshisgeneral positionasfollows: linguisticsalonewon thelpus.firstbecausetranslating 15notmerelyandnotevenprimarilyalinguistieproeess. secondly beeauselinguistieshasnotyetformulatedtheright questionstotackleourproblems.50let 5looksomewhereese7. (1987a:29) in1978 vermeerpresented