英语本科毕业论文-跨文化视角下对商务广告翻译的探究.doc

The Exploration of Business AdvertisingTranslation from the Cross-cultural Perspective ContentsAbstract In recent years, the rapid development of the advertising trademarks fully proved nowadays advertising translation occupy an increasingly important strategic position in peoples daily lives . Advertising Translations significance is to move their original country culture and Western cultures into a part of the audiences culture , and thus a foothold to promote its goods and image to convey the spirit of the trademark.Therefore, the success of the advertising translation will bring huge economic benefits to the manufacturer, on the contrary will cause economic losses. Advertising language as an application language is also a carrier of the national culture.Contemporary,the perspective of translation work is no longer the old-fashioned words translated, but more using the compliance, the principle of reciprocity, the relevance theory and subjectivity translation principles as the main principles, especially advertising and trademark translation work even more so.The aim is to translate into the advertising audience countrys cultural environment better, so that the translated in a foreign cultural environment can truly be advertised, spread the cultural of their goods,promote products and to help companies create more actual profit value.This article analysis of the factors affecting the cross-cultural translation of advertising from the values, language, religion, social background and customs , with some examples to explore the basic principles and methods of advertising translation.Through comparative analysis, explore how to improve our countrys advertising translation work while considering the cultural acceptability. Key Word： Advertising translation，Cross-Cultural，differences between East-West cultureI跨文化视角下对商务广告翻译的探究摘要：近年来，商标及广告翻译行业的迅速发展充分说明了现今广告翻译在人们的日常生活中占据了越来越重要的战略地位。广告翻译的意义在于将自身文化转化成受众方文化中的一份子，并就此立足扎根，用以宣传产品形象，传达商标精神。因此，成功的广告翻译会给生产商带来巨大的经济效益,反之会引起经济损失.广告语言作为一种应用语言同样是各民族文化的载体。现当代翻译工作的视角已经不再是古板的字句翻译，而是多以顺应性、对等原则、关联理论和主体性翻译原则等为主要原则，特别是广告和商标的翻译工作更是如此。目的就是可以更好地将广告翻译融入到受众国文化环境中，让翻译出的广告语真正做到在异国文化环境中可以广而告之，传播商品文化，宣传产品，帮助企业创造更多的实际利润价值。 本文从价值观、语言背景、宗教信仰、社会背景以及风俗习惯分析了跨文化因素对广告翻译的影响，结合实例探讨了广告翻译的基本原则及方法。通过比较分析，初步探讨了如何在考虑文化可接受性的同时，改善我国广告翻译工作的现状。关键词 广告翻译；跨文化；东西方文化差异IIContentsThe Exploration of Business Advertising.ITranslation from the Cross-Cultural Perspective Contents.II1.Brief Introduction of Advertising.1 1.1 The Concept of Advertising.1 1.2 The History of Advertising.2 1.3 The Important Function of Advertising.32.The Main Differences Between East-west Culture.5 2.1 Values and Attitudes.5 2.2 Language.5 2.3 Religions.6 2.4 Social Structure.7 2.5 Customs.73.The Main Different Culture in Advertisements.9 3.1 Different Cultural Value.9 3.2 Difference Cultural Psychology.9 3.3 Different Environmental Culture.11 3.4 Different Concept, Authority and Individual Value.11 3.5 Different Gender Image.12 3.6 Different Customs.12 3.7 Different Aesthetic Standards.144.Differences of Western and Chinese Advertisement.15 4.1 Emphasize soul, Move Audience with Emotions.15 4.2 Transfer Tangibility into Intangibility, and Decrease Utility.15 4.3 Pursue Implication, Avoid Frankness.155. Advantages of Western Advertising Introduced to China.176. Conclusion.18Bibliography.19Acknowledgments.21IV1. Brief Introduction of Advertising1.1 The Concept of AdvertisingAdvertising, which advertised intended.Advertising is a means of propaganda to a particular need, through some form of media, openly and widely send the information to the public.It is divided into broad advertising and narrow advertising.Broad advertising include non-economic advertising and economic advertising.Non-economic ad refers not for profit advertising, also known as the effect advertising, such as the executive branch of government, social institutions and individuals in a variety of announcements, notices, statements, etc.,their main purpose is to promote;The narrow ad refers only to economic advertising, also known as commercial,refers to the advertising which purpose is for the profit. It is usually an important means of communication between commodity producer, operators and consumers, or an important form of companies dominate the market, sell products, provide labor,.Its main purpose is to expand the economic benefits.The significance of the ad given by the American Advertising Association is:Advertising is a kind of paid mass media ,its ultimate aim is to pass information,Change peoples attitudes toward advertising merchandise,induce them to act so that advertisers can get benefits.Concise Encyclopedia Britannica (15th Edition) gives this definition of advertising:Advertising is a way to disseminate information, which aims to sell goods, labor services, to obtain political support and promote a cause or causes other published reflect that the advertisers want.Advertising Law of the People in the definition of advertising that refers to the commodity operators or service providers bear the costs, directly or indirectly, to introduce their own commercials to sell goods or services offered by certain media and forms.1.2 The History of Advertising Advertising , according to research is a foreign language. It first comes from the Latin advertere, it means attention, induced and spread. In middle English period (ca. 1300-1475), it became to Advertise,its meaning is to make someone noticed something or to tell someone else notice something, to attract the attention of others. Until the 17th century, Britain began a large-scale commercial activities. In this case, the term of advertising started widely and popularly used. At this point, advertising has not only refers to an advertisement, but also refers to a series activities of ad campaigns. The concept of a stationary object nouns Advertise, is given in the modern sense, transformed into Advertising. The worlds first advertising was through sound, called oral advertising, also known as selling advertising.This is the most original and the most simple form of advertising.As early as the beginning of slavery in ancient Greece, people trafficking slaves and livestock, by rhythmic cry out publicity and advertising .In China, Bi Sheng invented movable type.Then the oldest commercial and industrial printing is the Northern Song Dynasty (AD 960 -l127 years) Jinan Liu needle shops advertising copperplate,now existing in the Shanghai Museum,is the worlds first discovery of print advertising material by far .And the Western country has entered a new stage of advertising after Chinas printing widespread.In 1473,Britains first publisher William Kanks promote religious content printed many print ads posted in the streets of London, which is the earliest western print advertising, was about three or four hundred years later than Chinas Liu needle shops advertising .To 1830, the United States had more than 1,200 newspapers, of which 65 species are daily newspaper. Many newspapers wrote a lot of advertising on the first edition . From 1830 -1850, this time is the era of the penny press, because the price of a newspaper was 1 penny, such a low prices made the sales increased and improved the effectiveness of advertising. In the newspaper ads prevalent,magazine advertising is increasing,then slowly emerged the advertising agency and the advertising company.1.3 The Important Function of Advertising1.3.1 Deliver information, connect production and demand The most basic function of advertising is the cognitive function. Within the advertising,consumers can know and understand the trademarks, performance, how to use the products, use and maintenance methods, place of purchase,the purchase method and the price. maintenance methods , place of purchase and the purchase method, and the price of the product,so that a advertising can delivering information, connecting production and demand.As the saying goes, better goods have clever propaganda.But in real life, there are some companies on the role of advertising is not very clear,and thinking about the big spend, more harm than good.Therefore, they would go far apart by trains or ships, sell things everywhere very hard , rather than to advertise.Practice has proved that advertising in terms of economic information transfer is one of the most rapid and most economical and most effective means.The role of a good product by means of modern scientific methods of advertising has played many times higher than the human does by their hands.1.3.2 Stimulate demand,increase salesA good advertisement, can induce consumer interest and affection, causing consumers to buy the goods until the promotion of consumer purchases.There is such a case: a country tobacco company sent a salesman to sell the companys crown brand cigarettes in the Gulf tourist areas , but the area has been occupied by other companies and brands, the salesman saw the No Smoking sign,He ingenuity has produced multiple large billboards, write no smoking in large letters on the billboard, and add a line of words in its bottom: CROWN is no exception.The result will greatly aroused the interest of tourists, competing to buy the crown brand cigarettes,opened the market for the company .1.3.3 Promote competition, open up more marketsLarge-scale advertising is an important competitive strategy of enterprises.When a new commodity market, if consumers do not know its name, purpose, place of purchase, the purchase method, it is difficult to open the market, especially in nowadays in the highly competitive market within the greatly accelerate product , companies can use large-scale advertising to make consumers to appeal to the companys products,will be very favorable for the enterprise market.Increase the visibility of goods is an important part of business competition, and advertising is an indispensable weapon to improve the visibility of goods.Savvy entrepreneurs always make good use of advertising, enhance business and productsfame and thus raise the worth to promote competition and market development.1.3.4 Introduces knowledge,guide the consumerThere are many categories of modern production, new product after another, and most are dispersed sales,it is hard to buy the things we need in a timely manner, and advertising through product knowledge presentation, can play a guiding role for the consumer.After being purchased.Some consumers buy products but they are not particularly clear for the use of methods and properties of the product,then may occur problems in the use and maintenance.Introduction of product knowledge through advertising, can also make guide for consumers to repair and maintenance work, thus extending the product life.1.3.5 Abundant life, cultivate our sentimentsGood advertising is actually a beautiful work of art, not only introduce the products to the people really and concretely, but also make people to image,causing abundant life association, establish a new concept of consumption, increase spiritual beauty, and have the desire to buy products among the artistic influence.Good advertising can also help consumers establish a correct morality, life and culture of people of spiritual civilization, and teach consumers of knowledge in science and technology, cultivate peoples sentiments.2. The main differences between East-west culture2.1 Values and attitudesEach nation has its own unique view of the world and their own philosophical views, and the different philosophical ideas profoundly affects the application of advertising language.Chinese cultural values have deep humanism,peoples self-worth often reflected in introspection and self-denial .Confucian idea of a be a good person, raise a decent family, rule a fair kingdom, make the world a better place. These theories emphasize ethical conscious ability, then it formed the Chinese people tend to self personality.Confucianism, Taoism and Chinese Buddhism are concerned about the perception.Chinas language used to stressed groups, derogatory individual, good at thinking in images and focusing on the overall image.Western countries have the opposite philosophical concepts with Chinas, they respected Heaven has other ideas with human beings, people believe the truth, and they believe that human intelligence can transform nature.This idea is reflected in the slogan, and it apparent that the power of wisdom produced is endless.Westerners believe that advances in technology is a symbol of wisdom sublimation,and the advent of new technology products represent humanity over nature and conquering nature.Among many advertisers revealed the westerners wisdom and courage of man can conquer nature .People cheer the birth of new products and praise the new product features and power.The slogan reflects the westerners confident and outgoing personality.2.2 LanguageAdvertising is an export-oriented Western style, with strong expansion and permeability, Chinas advertising culture is a restrained form of cultural, national heavy, heavy home, Emotion, Chinas advertising culture and focus on strong human touch embody the values of traditional oriental culture. Differences in the expression of the West is the difference between advertising language, the concentrated expression of rhythm, the Chinese Qin always pay attention to rhythm and festival, 0 to show in the main section of rereading and stretch rhyme(1)wind softly, sweet dream ,(2)to sleep comfortably, yet refreshing wake,(3)cool cool world, nice and warm love, like chapters overlap, not only stingy some new grammatical meaning, but also the formation of the beauty of language, in terms of rhythm and rhyme, Chinese and English are very different, with chapters timing Chinese while English to stress timing, Chinese advertising generally Italian group decided its rhythm, pause position, English advertising arrangements in accordance with the pattern of alternating between light and heavy rhythm, but is dominated by stress, stress decide rhythm, and reread chapters often stretch rhyme, if the re-read sections of the trunk, the higher tone, loudness larger read more clearly, the time it takes too long to weak pronunciation aid, low tone, loudness is smaller, faster read and weak, occupancy time is short, so in some English ad Lou seemingly different chapters, structural asymmetry, but the number of peer stress chapter reads are still catchy, for example;(1)Clean your breath while it cleans you teeth,(2)You can not beat The Feeling. 2.3 Religions Chinese culture thought that there is a founder and there are objects of worship, such as cases;there is a group of followers and there are certain rituals, such as church;In western culture,religion is evolved from the Latin word re and legere come, meaning again and gathering. It means that a group of people come together for one purpose.The group developed to have the same beliefs, the same faith, and they can fight for this faith without fear of death.Another point is worth noting,that is the word religion in Chinese have different meaning of the English religion,they are unequal.Originally in Chinese religion, Buddhism is a term, not now connotation and denotation.For example, historically, Chinese Taoism, that do not use this term to refer to. The word is used to refer to all religions religion, ultimately its meaning changed by the different modes of translation.Buddhist religious meaning of the word as a specialized terminology, but was forgotten.2.4 Social structure2.4.1 The basic social organization are different For the basic organization of society, there are a large extent differences between Chinese and the Western one.We can clearly know that Chinas society is