跨文化交际中广告文化的传递及对译.txt

udc advertisingtranslationintheperspective ofcrosscui-.uralcommunic.ion jiji _ 200412 contents ackn0wcldgements.iii abstract.vi part1inrtoduction1 partnlietratucrrveicw6 2.1relevanltarnslatointheories6 .21.1niadequacyoftraditionalapproaches.6 .2l2functoinal/dynmaciequivalence7 .2l3skopostheo.9 2.1.4intereulturalcommunieationandtrnaslation10 2.2perviousstudeis11 .2.21cnadaceseguniotssutdy.11 .2.22smith1515astudyonchineseenglishtranslationofadvertisemnetsinthe perspeetiveoferosseulturaleommunieationnadhteauthorputsofrwardaprineiple nadsometranslationtechniquesofradvertisingtnarslation. crossculutraleommunieation15eommunieationactivitydonebypeopleof dieffrenteulturalbaekgrounds.advertisingtrnaslationenaberegardedasaofmrof erosseulutraleommunieation.charde.poertroneofseholarswhoearlysutdied iniereulutraleomrnunieationpoinisouthtateulurtaldieffrenee15themainobstaclein itllereulutraleommunieationnaditshouldbetakenintoeonsiderationwhen eommunieatingwihtothernations.sometimesinodrertomaketheeornnunieation sueeessufldeeulturation()15neeessary(zhouzhipei2002:480). gudykunstoneoftheafmousseholarsinhtisfieldalsostateshtateommunication 15limitedby:;oeietyeulutrepsyehologynadenviromneniete.(jiayuxin1994:57) iniereulturaleommunieationprovidesusanewnagleotsutadvertisingtrnaslation. duetohtedieffreneesoflnaugagenadeulutreagooddavertisementwhen trnaslatedmyanotbesueeessufltothetargetuadienee.that15becuaseevery eonsumerliv:5andgrowspuinacertaineulturalbackgroundwhiehexertsagrdaual fimrlyestbalishedinflueneeonhishtoughtnadbehvaiors.whenthesituation15 chnagedthepersuasiveeeffetivenessinhtesoucreeulturemaynotbeprodueedinhte targetculture. thestudyofeorsscultuarlcommunieation15totrytosolvethoseproblems euasedbycultuarldiefferneesthroughprobingintohtecausesofeommunicative barriersandeulturaleonflietsnadintotheeeffetivewaysofavoidingcommunieative brekadowns.atferexploringrelevanthteoriesbaouterosseulturaleommunieationa comparison15madebetweenchinesenadenglishadvertisementonlinguisticnad eulturallevelstopavewayofradvertisingtrnaslation. withhtetheoriesandowledgementionedbaovethisthesisufrther emphasizeshteimportaneeofadvertisingtranslationbeingdoneinlihgtof erosseulturalcolnrnunieation.fortheskaeofthespeeialpuprosesofadvertisemenis underspeeialeulturalcontextloealizationofdavertisingtrnaslationcnabeeonsidered asthebasieprincipleofadvertisingtrnaslation.tosolvehteeulturalbarriers50asto adpattheversiontotargetlnaguagenadeultuerseveralvariationtarnslation teclhniquessuehasadditionabridgemeninaddaaptationaerputofwrard.atthesmae timetheppaerhighlightsmkainguseofrhetoriealdevieesaswellaschinese of-ureharacterphrases.withthehelpofsomeuathentieexalllplesaparetiealstudy15 mdaeintheaspeetsofbrnadnmaehedalineorslognanadbodytextonhtebasisof loealiaztionofdavertisingrtnaslation. advertisingrtnaslationintheperspeetiveoferossculturaleolllnunieation placesspecialstressoneulturaldieffreneesnadpyamoreattentiontotheversions intelligibilitynadattraetiveness.alagresumofpraeticeshowshtatadvertising rtnaslationinhteperspeetiveofeorsseulutraleomrnunieation15ofeertainhteoretieal signifieaneeaswellaspraetiealvalues. keywords:avdertisingrtnaslation;erossuclutraleornrnunieation:eulotarl dieffrenees:loealization:trnaslationteehniuqes v11 part1introduetion advertis:mentstheembodimentofeonuneree15naessentia1pofpeoples livesnadadvertising15plyaingnaindispensbaleroleinpromotingthedevelopment ofeconomynadflourishingmarket.withtherpaiddevelopmentofchineseeconomy nadthewider()peningtohteoutsideworldaswellaschinaenteringwtomorenad morechineseproductsareexportedtoofreigncountriesnadinhtemeantimeofreing goodsnadservieesarefloodingintochinesemarket.aeeordingladvertisingthe mosteeffetivewayofrtradersandbusinessmentoeommunieateinofmrationbaout theirproduetsnadsevricestotheconsumer15beeomingmorenadmoreimportani. theiniensifieationofintenrationalexchangesnadhtesevereeompetitionhtereofre demnadagrowingneedofradvertisingandthusitstranslation.themaountof advertisingtrnaslation15gettingmoreandmoreeonsiderbalenaditsrolein intemationalmarketing15inestimable. howeveradvertisingtranslationhaslongbeenaweakpointineontemporary paretiealtranslation(liufagong1999:41)thoughwechineseareblessedwihta longnadriehrtaditioninrtnaslatingreligiousnadliterarywokrs.prineiplesnad teehniquesdevelopedrfomnaddesignatedofrrtnaslatingliterarynadreligiouswokrs donotneeessarilyworkwhenhteyaretoguidethepraetieeofadvertisingtrnaslation. diserepaneiesbetweenthechinesenadenglishadvertisementsowingto dieffreneesinlnaguagesystemsculturalbackgroundsnadthoughtpattemsgiverise todiffieultiesintrnaslation.thenmaecocacoalinchinawasfirstdireetly renderedaskekoukelawhiehsoundslikebitethewxatadpoledependingon thedialeet.cc)nsequentlythistrnaslationennaotarousechineseeonsumersdesire. thencokeeompanyresearehed40000chineseeharaetersandofundaelose phonetieeialentwhiehmenashpinessinthemouthnadeaters tochinesepe()ple5taste.thesituationofchineseenglishadvertisingtrnaslation15 nobetterorevenworsenadmanychinesemarketersafiledtosueeessufllyexpnad intooverseasmarketeveniftheyprovidedhighqualityproduetsorsevriees.theadvertisingtranslationinteperspeetiveofcrossculturalcommunication easesofgodelnocckfangfanglpsitiekanditeelpehantbaettyrhave beenrepeatedlyeitedinmosttextsbaoutchineseenglishbusinesstranslationwhieh wouldcostbusinessesmillionsofdollarsnottomentiondamagingtheproduets imagenadreputation.besidesbrandnmaesmanytrnaslatedbodyeopiesarelikelyto euasemisinieprretationandpapearouto-fplaceorevenincomperhensibletooferign audienee.thetrnaslator5lackofadequatebilingualcompetenee15largelytobe blmaed:ofeoursethataloneennaotufllyaeeountofrtheafilureofadvertising trnaslation. crosseultuarleommunieation15theeommunieationactivitiesdonebypeopleof dieffrentculurtalbaekgrounds.it15influeneedeulturaldiversityinsubtlenad proofundwaysbeeuasethewaypeopleeolllnunieate15htewaytheyliveit15their eulture.(smith1966:l)thosebarrierspeopleeneounterincommunieationmbe euasedbypoorknowledgeabouttheeulturaleontextordiserepnaeiesbetween diefferntsoeialsituations. advertising15akindofartanddavertisementlnaguagegenerallyeonatins speeifiemenaingsofapartieulareulturenadimperssesitseonsumersbytheriehness ofitseultuarlconnotations.asuecessufladvertisingtrnaslationenanotonly aeeuratelyreflecttheproduct5qualiytbutoarusehteeustomerseulturalassoeiation 50astoereatetheexpectedadvertisingeeffct.itseemsthattheproeessoftarnslating advertisemenisotfen15notjustalinguistietnarsefrbutaculturaltrnasef.rinthissense advertisingtrnaslation15essentiallyauniqueeorsseulurtaleommunieationtheeeffet ofwhiehlargeyldependsonhowhetadvertisemeni15rtnaslaetd. severalquestionsariserfomthisinierestingfieldofaetivitfirstofallsinee advertisingtranslation15vespeeializedhowdoesitdieffrrfomrtaditionally definedrtnaslation?seeondlywhatinflueneedoestheculturaleontexthaveonthe proeessofadvertisingtranslation?andfinallyhowshouldthetrnaslatoraetually mkaehisdeeisionsinhtepartieulareoniext?allhtesequestionswillbestudiedin lightoferosseulutraleommunieationwhiehaimstooeffraeontributiontosolvethe problemseuasedbyculturaldieffrenees. withhteeomparativestudiesnaddatanaalysistheuathorattemptstoworkout 2 intheperspeetiveoferosseulturaleommunieationnaeeffetivewaytotrnaslate davertisement:;.basedonananalysisofthedistinetiveufnetionsnadefatuersofthe advertisements:therelationshipbewteeneulturenadeommunieationnad eomparisonsbetweenchinesenadenglishadvertisementsonlinguistieandeultural leveltheuath()reoneludesthat: l)studyofadvertisingtrnaslationintheperspeetiveoferosseulurtal eommunieatio115neeessayrandefasible: 2)cultuxeshouldbetrnasefrredinadvertisingtrnaslationandloealizationcna beeonsideredashtebasieprincipleofadvertisingrtnaslation; 3)tosolvetheeulturalbarriers50astodapatthetagretversiontotgaret lnaguageandeultureseveralvariationtnarslationteehniquessuehasaddition baridgementandadpatationenabedaoptedinavdertisingtrnaslation: 4)inodrertogiveufllplyatohtespueriorityofhtetargetlnaguageadvertising translationshouldmkaeuseofhretoriealdevieesnadchineseof-ureharaeterphrases withaviewtomkaingupthesoureelanguagemeritslostintheprocessoftrnaslation. theexnaiplesofrnaalysisinthissutdyaereollectedrfombooksonrtnaslation euluternadadvertisementslikecommuniactionbewteencultuers(smaovarporter nadsteafnl2()00)advertsiingenglsih(ngtho2001)ete.nadorfmmagazines likechinesetransalotsrojurnalnadchinesescieneeandtechnoottransalotsr ojurnalete.toensuertheuathentieiyt. thishtesis15dividediniosixparts. part115theintroduetioninwhiehthewriterstateshteroleplyaedby advertisingnadadvertisingtrnaslationinmodemsoeietyguidingerosseulurtal eornlllunieatiolitotranslationpractieenadeonrtibutionitmkaestortnaslationstudies. abrieflyaoutfthewholethesisisalsoincludedinthispart. part11brieflyoutlinesnadreviewsseveralrelevnattranslationhteoriesnad previoussutdi(5inhtisfield.throughthelietratureerviewthewritertendstofigure outhtetenden(:iesinthestudyofeoniemp0rayradvertisingtrallslationhteories. part111investigatesefaturesofadvertisinglnaguageatferashortnaalysisof htedefinitiondevelopmentofadvertisementsthewriterattaehesgreatimportnacetoadvertisingtranslationintheperspectiveofcrosscultui praetiealufxletionsofadvertisements.thenadiseussionbaoutlinguisticefatures15 madeonlexiealsyntaetiealandhtetorieallevels.inodrertobenovelandattraetive advertisinglnaguagehasapreefrenceofradjectivesdisjunctivesenteneesnadvarious rhoetriealdeviees.inhteseaspeetschineseandenglishadvertisementsaresimilin advertisingtrnaslationweshouldmkaegooduseoftheseefatuerstoassimilatethe davertisementintothetagretlnaguage partw15dedicatedtoerosseultuarleolnlllunieation.astranslation15viewed asabridgebetweennotonlydieffrentlangugaesbutalsodieffrenteultuers erosseultuarleommunieationbeeomesnaindispensbalepartofthestudyonthisissue. thispartfirstreviewsmanydefinitionsofthetemrseommunieationnadeuluter andpoinisouttherelationshipbetweenthem.theniteomestohteissueof erosseulurtaleomnutnieationandeulturalcompariosnbctweenchineseandenglish. asdieffrenteulturesbeardieffrentlnaguagesattitudesnadbelietheyintnrtiare refleetedinadvertisingeulture.anywyaastudyinioitflereulturalafetorsaimsto mkaeadiseussionabouttherelationshipbetweeneulturalafetorsandtranslation. partvdiscussestheprineiplenadmethodsofadvertisingrtnaslation.based onthecrosseulurtaleommunieationnadthroughnaalysisofan1pleexamplesthe writerpointsoutthattheadvertisingrtnaslationshouldbedoneinlightof erosseulturaleommunieationnadshouldbeloealization.tosolvehteeulturalbarriers 50astoadpathtetargetversiontotargetlnagugaenadeuluterseveralvariation trnaslationteehniquessuehasadditionbaridgemeninaddapatationaresuggested. theneightteehniquesoftnarslationaswellasmehtodoftakingtheadvnatageof ohterhtetoriealdevieesnadmethodofmakinguseofofureharaeterphrasesare summarizedandpapliedtotrnaslatebrnadnmaeshedalineandslognaandbodyeopy ofadvertisemeni. partvl15theeonelusiononhtewlolethesis.thewriterreviewsthose previousehpaterssummarizeshtewholethesisnadeoneludesthatadvertising trnaslationshouldbedonerfomtheperspeetiveofeorsseulturaleonununieation.it naswerssomequestionseoneemingtrnasefreneeofeultuerinadvertisingtrnaslation. italsoprovidessomesuggestionsofrthosewhowanttopaplythistheoryto trnaslationpraetiee. ashtewriter5knowledgeinthisarea15limitedsuggestionsanderitieismby expertsarewamrlyweleomednadpapreeiated.advertisingtranslationintheperspeetiveofcrossculturalcommunicatio part11literatuerreview inthispartseveralrelevnattrnaslationtheoriesnadpreviousstudiesinhtisfield willbeoutlinedandreviewed.throughsuehliteraturereviewtheauthortendsto figureoutthetendeneiesinstudyofdavertisingtnarslations50astomkaeufrther analysisinthisissue.astrnaslation15becomingmorespeeializedduetohet developmentoftheintercultuarleommunieationindepthstudiesarebeingcarried outbothonthevarioustheoretiealpaproaehestortnaslationthathavebeenofmrulated throuhgouttheyearsandonhowtarnslatorsactuallytranslatebasedonthesetheories. 2.1relevanttranslationtheories 2.1.1inadequaeyoftraditionalapporaehes what15trnaslation?thetrnaslatorofpersuasiveadvertisementshastoknow what15expeetedofhim/herinhteproeessofdealingwihtnaad.wlliehhastobe trnasefrredtoanotherlanguage.howevertheoristsdieffrondefiningtrnaslation. catoful(1954:20)assumestrnaslationashteerplacementoftextualmaterialinone lnaguage(sl)byequivalentmaterialinnaohterlnaguage(tl).forwilsshte proeessoftrnaslationleadsorfmasoureelnagugaetexttoatgaretlnaguagetext which15aseloseanequivaleniaspossiblenadpresupposesnaunderstnadingofhte eonteniandstyleofhteoriginal(1977:70).bell(1991:20)explainsthephenomenon asthereplaeementofarepresentationofatextinonelnaguagebyareperseniationof anequivalenttextinaseeondlnaguage.thesedefinitionsallreefrtonailllportani aspeetnamelyequivaleneenadtheofeusoftnarslatingporcess15onthesourcetext hteefaturesofwhiehhvaetobepersevredinhtetargettext. traditionaltranslationtheoristsdidtyrtodefinetrnaslationandtopreseribethe paarmetersofrsueeessufltrnaslationbutefwofhteirhteoretiealpaproacheshvae beenbaletoeneompasstheseeminglyinfinitetarnslationgenresthatchallengehte trnaslatorsintheirquestofrthetgarettext.weennaotseekasatisafetoryanswerrfom thoseeriteriaeoneerningthetrnaslator5prioritiessuehasliteralvs.rfeeofmrvs. eontentandsemanticvs.eommunieativertnaslating(hatimandrelationshipbetweeneulturenadeommunication50astorelate erosseultural(:ommunieationtodavertisingtranslation 2.2previousstudies 2.2.1candaeeseguinot5study cnadaeeseguinotpublishednaartiele:translationandadvertsiing:going globalincult:arlfunctionsof7ansaltioneditedbysehanfferc.nadhepreparesthe groundofraspeeulationintheseieneeoftnarslationbasedonthesemiotiesofaction nadmanipulation.needlesstosyaguidere5workhaspromotedafieldofreseareh negleeted. howevexthereaderseemsdissatisfiedbeeuaseamajorquestionremains unanswered:howtoevaluatetheeeffetivenessofartnaslation.theuathoronlygives apartialanswer:andhethiknhteinereaseinsales15hteonlycriteriontoevaluatehte ellctivellesscfatraflslatiofl. 2.2.4somechinesetranslatorsstudiesonadvertisingtranslation liufagonginhisartieleonprincpielofchineseenglsihtransaltotnof adverrsiingl;ngugaepublishedinoferngilanguagesandtheirteaehing(1999) pointsoutthalsineeadvertisinglnaguageeombineswordseleverlynadmehtodieally tosedueeeonsunrersitstranslatingprineipleshouldbedieffrentrfomtheprineiples ofrliterarytrnaslationorteehniealtrnaslation.advertisingtrnaslationorfmchinese inioenglishshouldnotonlytransefrtheoriginalmenaingbutalsoeyhteoriginal davertisingeeffet.apractiealadvertisingrtnaslationprinciple15greatlyneededofr chinesetrallslatorstoofllowinmeetinghtiserquirmenetrhroughnaalysisofsome trnaslationexmaplesheproposedthattheprineipleofchineseenglishadvertising trnaslationmightbenaturalexaetnadplain.bynaturalhemenashtathet expressionshouldbesmoothnadaeeeptedbyenglishspekaers.byexaethe believesthatrtanslationshouldtrnasefrthesmaeinofmrationofhteoriginaltext aeeurately.astoplainthetranslatedshouldbeeasilyunderstoodnadnotawkward ofrreading.inotherwordsthetgarettextshouldbeeoncisevividnadpapealing. ngquahnonginherartieleadalattionnaaetlnrativeottrasaltionof niternationaladvertsiemenstpublishedinchinesescienceandtechnology nsaiotrs(jurnal(2000)statesthatinordertosueeessufllysurmountobstaelesin temrsofeulutreideologyeustomsnadhbaitslwasnadregulationnadhtelikeinthe trnaslationofiniernationaladvertisementsloealizationofadvertisingdoemuents15 l3advertisingtranslationintheperspeetiveofcrossculturalcommunication moreotfenhtnanotreeommended.ngthiknsthathtetraditionalwaysoftrnaslation suchasrtnasliterationtfeenadliteralrtanslationwhieharewidelypapliedot materialsorwokrsofliteratuernadteehnologysometimesgetnowheerinthe trnaslationofinternationaladvertising.tomakethetargettextdulyaeelimatizedtoa totaldieffrentsituationtrnaslatorsmya90beyondtheprevalentpaproachesnad resorttosomealtenratives.theuathorholdsthatadpatationtrnaslationaimingat aehievingasimilareeffetinthepoteniialreaderseonstiuttesoneoftheoptions.ng pointsoutthattranslatorsneedtomkaesomeehnagesereatively50astoadpathtem totheloealeonditions.aslongasthetnarslationcouldattraetnadtouehthe eonsmuerstarnslatorsneednteonfinethemselvestohteexaetwodrsorphrasesor sentencesoftheoriginal.ngevengoestooarftosyahtatsometimestrnaslators havetoabnadonthesourcetextnadereateanewoneinthetargetlnaguagebasedon thesourceinofmration50thattheyeouldaehievebettereeffet.alhtoughtranslationof adpatation15notneeessarilyafithufltotheoriginalineontentando/rofmritwokrs wellwlleretraditionaldevieesafilinthertnaslationofiniemationaladvertisements. wangtaoinherartielethinkgotbaxllactlocaxllpublishedinchniese scieneeandtechnolotransalotsrojunral(2004)pointsoutthatthiknglobally aetloeally15htestartegyofiniemationaladvertising.bythisstrategyglobalization nadloealizationeouldbewelliniegrated50astodapathteintenrationaladvertisement tothetargetmarket.theauthorstresseshtateultuarldieffrencesshouldbetakeninio eonsiderationinintemationaldavertisingbeeuasedieffrentthikningpattemsvalues andeonsuminghabitsoftheaudieneewouldinflueneetheeeffctofadvertisement.for heradvertisingshouldbemadeaceodringtothewayhtetetaudien