从文本类型及文本特点角度分析经贸文本的英汉翻译.pdf

学校代码 10207 分 类 号 g 42 学 号 4715100155 密 级 内部 硕 士 学 位 论 文 business text english to chinese translation from the perspective of text type and text features 从文本类型及文本特点角度分析经贸文本的 英汉翻译 学位等级 硕士学位等级 硕士 学科学科专业 外国语言学及应用语言学专业 外国语言学及应用语言学 研究方向 英语 经贸方向 研究方向 英语 经贸方向 姓姓 名 孙盛楠名 孙盛楠 指导教师 邢秀翀指导教师 邢秀翀 副教授副教授 硕士学位类型 学历硕士硕士学位类型 学历硕士 授予单位 吉林财经大学授予单位 吉林财经大学 二 o 一 o 年四月 吉林财经大学 原原 创创 性性 声声 明明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研 究成果 除文中已经注明引用的内容外 本论文不含任何其他个人或集体已经发表 或撰写过的研究成果 也不包含为获得长春税务学院或其他教育机构的学位或证书 而使用过的材料 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 因本学位论文引起的法律结果完全由本人承担 本学位论文成果归长春税务学院所有 指 导 教 师 签 名 日期 学位论文作者签名 日期 学位论文版权使用授权书学位论文版权使用授权书 本学位论文作者完全了解长春税务学院有关保留 使用学位论文的规定 有权 保留并向国家有关部门或机构送交论文的复印件和磁盘 允许论文被查阅和借阅 本人授权长春税务学院可以将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 汇编学位论文 保密的学位论文在解密后适用本授权书 本论文 不保密 保密 期限至 年 月止 指 导 教 师 签 名 日期 学位论文作者签名 日期 master s degree thesis business text english to chinese translation from the perspective of text type and text features major foreign linguistics and applied linguistics business orientated author sun shengnan supervisor associate professor xing xiuchong jilin university of finance it also has many specific meanings and business translations exist in the whole process of international business in china business english text translation becomes a necessary bridge to connect us to the world a text is any passage spoken or written of whatever length that forms a unified whole it can be a single speaker or writer or it can also be several speakers a text is realized by a sequence of language units whether they are sentences or not the connection among parts of a text is achieved by various cohesive devices and by semantic and pragmatic implication dong li 2005 2003 the content of english texts and comprehending business english texts are very important for translations they have to fully comprehend the source language and the target language in translation most translation theorist mentioned that the translators should analyze the source text firstly and then the translation problems might best be dealt with this thesis analyzes various text types and their match translation principles b institutional culture text culture social sciences commerce handled in particular by international organizations and c literary text normally handled by freelance translations cf havranek who adds day to day text such as journalism memoranda correspondence press agency items reports of meeting etc the everyday silent translation which goes on all the time so that to paraphrase the brilliant marianne lederer one would think reading their speeches in quotes in the 5 papers that m mitterrand and helmeut schmidt always spoke in english literary culture and technical translation are equally important literature in transmitting human values culture in enriching a way of life and its language technology in introducing inventions that improve health and living conditions differentiating the value of these three types is merely a form of intellectual or anti intellectual snobbery newmark 2006 37 let s just have a general review of three representatives in text function theory and their contributions to this field typology of texts based on text functions informative expressive vocative representatives scientific reports and textbooks literature or authoritative texts notices laws and brochures ideal style neutral s bookkeeper frank robinson 2 brand names are easy to read pronounce and remember for example lux dell ibm seven up fanta etc lux ibm and seven up use the letters and number they are very easy for women and children to read pronounce and remember 3 brand names are always incommensurate with grammars 10 for example three gun if we check the grammar of the brand name it will be three guns 4 brand names always reflect the usage performance and characteristics of a product for example timex duracell sofy we can guess times must have something to do with time duracell reflects the durability of the product the softy can make women feel comfortable and softy 5 brand names also fit the image the companies desires for its products for example joy perfume jagurcar ck jagurcar is a big cat a fieline in the panthera genus and is the only panthera species found in americans but the mission at jagur car has been to create and build beautiful fast cars they hope their cars are very fast in the world 3 1 1 2 translation strategies of brand name in reiss theory translating is a typical operative text while in newmark s theory advertising is vocative text the purpose of defining vocative text is to persuade receivers to undertake certain course of actions the purpose of companies is to give the consumers good impression and persuade consumers to purchase the products the translation strategies of brand name are based on the vocative text i think the following translating techniques will help translating brand name well 1 transliteration transliteration is to translate the brand name according to its sound this strategy is used frequently some brand name translations like the name of people name of places name of companies and some terminology are used in the transliteration strategy the translator can use transliteration to solve the inconsistency in target language for example source language pierre cardin target language 皮尔 卡丹 source language hennessy target language 轩尼诗 source language audi target language 奥迪 source language peak target language 匹克 source language l oreal cosmetics target language 欧莱雅 pierre cardin hennessy audi etc are translated into chinese words phonetically similar to their pronunciation in english using transliteration is not considered as the semantic meaning and it is very convenient for the translator to choose the chinese for the products 2 literal translation 11 the literal translation is named word for word translation many translation scholars suggest that this is the easiest way to translate a brand name without much word choice or selection in this kind of translation strategy translating keeps all the cultures and meaning of the source language target language and the source language share the same culture style and the symbol for example source language good companion cigarette target language 良友 the companion is a person who has similar tastes interest with you or spends a lot of time with you the chinese 良友 is also a good friend so this translation is very good to express the original text direct transfer in advertisement translation frequently results in loss of the persuasive force and the charge of the source text function jettmarova zauberga piotrowska 1997 so in the international market this kind of translation strategy is the least frequent and the least preferred it always fails to adjust the new markets cultural demands it is very hard to persuade the consumers to purchase the commodities under this kind of translation strategy the target and the source language must share the same symbol if a brand name does not make sense or its meaning to the target consumers it will go against the culture of the consumers 3 combination of sound and meaning translation the combination of sound and meaning translation emphasize on brand names phonetic features and the semantic meanings it is an effective way to actualize the pronunciation and function of the original language it asks the translators to care the sound and the meaning of the brand name at the same time in translation for example a source language volkswage target language 大众 volkswage is translated into 大众 is much better than translates it into 福克斯瓦 根 because 大众 is easy and short for chinese to understand and remember 大 众 also has the meaning of accepting by all the people in china b source language relvon target language 露华浓 relvon is translated into 露华浓 which is from tang dynasty li bai s poem 云 想衣裳花想容 春风拂槛露华浓 it is very similar with the pronunciation of relvon and 露 means morning dew 华 means splendor and 浓 implies the denseness and pureness of the cream this example is one of the most successful translation strategies in combination of sound and meaning 12 3 1 2 the stylistic features of message and its translation strategies 3 1 2 1 the stylistic features of message 3 1 2 1 1 lexical features 1 coinage and anagrammatic spelling for example super superzoom supercut superstar ultra ultra brite ultraline aid kitchen aid kool aid ex rolex supex those use prefix super and ultra and suffix aid and ex to create a new word to express their message super and ultra express the good and especial performance of the products 2 small praising words for example a kool natural lights are a special blend of tobaccos and natural methods with other natural flavors for a smooth fresh taste kool natural lights b an easy and delicious source of naturally suited for people on the go great for breakfast lunch sports or any busy time compare the label compare the taste you ll choose slim fast every day for good nutrition and great taste delicious foods that help energize your day as you control weight slim fast food the same word natural appears three times in one sentence it represents how fresh it is and the example b uses the praising words great and delicious to express the characters of the food 3 verb and adjectives for example kone gives you more in materials handling kone the use of gives shows the advantage of the product and it is easy for the people to accept and it sounds very comfortable the brief and easy understandings are a typical feature of advertising english so it also demands the predicate verbs and adjective to be simple and clear the adjectives play an essential role in advertising english the result of research in advertising effect shows the frequently used verbs in advertising english which includes bring choose enjoy feel get give have keep like make look see need buy love use take feel like start taste save choose etc shi limei 1997 the adjectives include new good better free fresh delicious full sure clean wonderful special crisp fine great real easy bright extra safe rich and so on 4 borrowed words many borrowed words are used in advertising english primarily emphasizing the exotic flavor or higher quality of goods and many borrowed words come from latin and french language for example perrier with adder je ne sais quoi 13 the je ne sais quoi means i don t know what and this message indicates that the drink comes from france where is famous for fashion and romance so this message shows the exoticism and higher quality of this drink 3 1 2 1 2 syntactic features different styles and discourses require different sentences in communication the basic language unit is discourse which serves as context affecting sentences and word level interpretation tipping the interpretation of what would otherwise be ambiguous hu zhuanglin 2001 26 this part will analyze the syntactic features from simple sentences interrogative sentences and minor clause firstly the simple sentences are very common in meaasge the purpose of advertising is to persuade consumers to buy the goods so using complex sentences would confuse and bore people and it is difficult to understand the use of simple sentences is necessary to convey the advertising information for expected advertising effects and this syntactic structure appears much in advertising slogan an especially loaded speech variety in advertising repeated in some period of time in order to express people with its products or corporation image for example the crowning glory world class handicap plus 10 omega the watch that records the world s significant moments at the olympic games in outer space and exclusively for you here is the omega constellation in stainless steel and 18k gold omega omega watch the sentences of this message are very short and easy to read and understand the omega gives the main information about the metal the stainless and 18k gold secondly the use of interrogative and imperative sentences is to attract many people according to the research date given by stylistic over one fourth of the sentences in advertising english are of imperative structure and one thirtieth of interrogative structure chen geqing 1997 21 use the sentences to have a meaning of requiring or commanding to persuade people to buy some product or accept some idea using interrogative sentences seems to help the consumers to solve their problems or deepen their impression for example are you missing out on 64 of the world s investment opportunities the world is changing now most of the rapid growth occurring around the world is outside the u s today the question isn t can i afford to go into global market the question is can i afford not to now ask yourself one more question with the word changing so fast can you afford to invest internationally without a guide merrill lynch from this advertising we know merrill lynch which is one of the world s 14 leading wealth management capital markets and advisory companies can give more investment opportunities help people go into global market and guide the investment in the changing world those interrogative sentences remind us that without the merrill lynch we cannot get more opportunities and go into global market thirdly the minor clauses are used in advertising english which are the most typical syntactic features omitting certain minor words gets the key words to cover the main information for example a fresh clean crisp never too sweet no aftertaste everything a cola s got and more besides 7 up the uncola the un and only 7 up b everyday china 1 this is what dinner should be delicious and quick la choy chicken chow main 2 loaded with tender chicken and crisp vegetables and crunchy la choy chow 3 main noodles ready in just eight minutes it s chinese for fast food those minor clauses such as fresh clean crisp the un and only main noodles and so on help the readers understand the main information about the advertisings are very clearly 3 1 2 1 3 rhetorical features the rhetorical features are an artful deviation in the form taken by a statement it maintains that any proposition can be expressed in a variety of ways and that in any given situation one of these ways will be the most effective in swaying audience they include personification contrast pun repetition rhyming and metaphor for example a personification oscar de la renta knows what makes a woman beautiful oscar de la renta cosmetics b contrast florida orange juice has as much potassium as a banana hard to believe easy to swallow florida orange juice c pun all you need is some good company good coffee and vivid imagination let s take care of the coffee only taster s choice is good enough 15 taster d repetition you can t xerox a xerox on a xerox xerox e rhyming it s big it s back it s the big payback discover credit card f metaphor the pretty girl will put her tongue in your mouth a use personification it is a kind of rhetorical means that compares things to people knows is the word for people not for things in this way the product appears to be more affectionate and lovelier hard to believe and easy to swallow make the language of example b become vivid and fasciations taster shows the users of the products and the name of the product in example c the example d which uses three xerox is a typical example of repetition to pay the readers attentions it repeats both the key words and the same structures big back and big payback refer to the sameness of sound between words or syllables is rhyme the rhyme employed in message to achieve a special sound effect 3 1 2 2 translation strategies american advertising theorist e s lewise raised the famous aidma model of the process buying attention interest desire memory action the ultimate purpose of the advertising is to persuade consumers to buy the commodities so the translators should flexibly leverage different translating strategies to get the consumers into buying action this part of the thesis will introduce two translation strategies the literal translation and free translation 1 literal translation a literal translation is a translation that follows closely the form of the source language which is sometimes understood as including the related notion of word for word translation shutter worth challenge the limits just do it and obey your thirst are all the literal translation so they are very good to translate them into 生活就像一次旅程 祝您旅途愉快 挑 战极限 三星 只管去做 耐克 and 征服你的渴望 雪碧 the translation slogans tend to have melted into the culture of the target language and we also name this strategy as the straight translation according to the chinese customs sometimes the translators need adjust the content of the translation in literal translation for example a source language let s make thing better philip target language 让我们做的更好 飞利浦 b source language i am lov in it mcodonald s target language 我就喜欢 麦当劳 in those examples things is omitted in a and it is omitted in b if we translate them into 事情 and 它 it seems that is unnecessary in conveying the meaning and dull in this situation the translators always choose to omit them to achieve the equivalence between the source and target language the function of advertising is to convey the main information 2 free translation free translation is a concept right opposite to literal translation by free translation we mean that translators usually abandon the linguistic form of the source text in order to preserve the content in the translated text they are free to translate in any way they like but must guarantee that the basic information of the source text remains zhang meifang huang guowen 2002 363 the free translation of advertising is one of creation instead of substitution in the target language of what the text has said this kind of translation strategy is comparatively free and flexible and it is also a very important weapon to achieve advertising purpose for example source language coca cola things go better with coca cola target language 可口可乐 饮可口可乐 万事如意 if we use the literal translation it would be transla