广告英语中修辞格的翻译策略英汉汉英翻译方向英语论文.doc

本科生毕业论文（设计）册 学院 XXX学院 专业 机器翻译 班级 XXX级机器翻译班 学生 xxx 指导教师 XXX XXXX大学本科毕业论文（设计）任务书编 号： 论文（设计）题目： 广告英语中修辞格的翻译策略 学 院： XXX学院 专业： 机器翻译 班级：机器翻译班学生姓名：XXX 学号： XXX 指导教师： XXX 职称： 讲师 1、 论文（设计）研究目标及主要任务 本论文的研究目标是研究广告英语中修辞格的翻译策略。主要任务是从受众心理学的角度分析广告英语中修辞格的翻译方法。2、 论文（设计）的主要内容 本论文分为五章，第一章介绍广告的起源和发展，第二章介绍广告英语中修辞格的应用，第三章介绍成功的广告和失败的广告分别会对消费者产生什么影响，第四章介绍四种实用的翻译方法，第五章总结全文，指出翻译方法的重要性。3、 论文（设计）的基础条件及研究路线 本论文的基础条件是不同的修辞方法在广告英语中的应用，研究路线是从心理学角度分析广告英语中修辞格的翻译策略。4、 主要参考文献John Locke. 2008. John Locke and The Rhetoric of Modernity. Beijing: Lexington Books. Linda Hutcheon. 1985. A Theory of Parody: The Teaching of Twenties-centry Art Forms. London: Routledge.冯翠华. 1995. 英语修辞大全M. 上海：外语教学与研究出版社.5、 计划进度阶段起止日期1确定论文题目3月9日前2与导师见面，确定论文的大致范围，填开题报告和任务书，导师签字 3月9日-3月16日3提交论文提纲3月16日-3月27日4交初稿和文献综述3月27日-4月20日5交终稿和评议书5月8日前指 导 教师： 年 月 日教研室主任： 年 月 日注：一式三份，学院（系）、指导教师、学生各一份XXXX大学本科生毕业论文（设计）开题报告书 XXX 学院 机器翻译 专业 XXX 届学生姓名XXX论文（设计）题目广告英语中修辞格的翻译策略指导教师 XXX 专业职称 讲师所属教研室翻译教研室研究方向 英汉汉英翻译 理论与实践课题论证：从心理学角度分析广告英语中修辞格的翻译策略方案设计：第一章介绍广告的起源和发展； 第二章介绍广告英语中修辞格的应用； 第三章介绍成功的广告和失败的广告分别会对消费者产生什么影响； 第四章介绍四种实用的翻译方法； 第五章总结全文，指出翻译方法的重要性。进度计划：3月9日前确定初步论文题目 3月16日前写开题报告、任务书 3月27日前交论文提纲 4月20日前交初稿和文献综述 5月8日前交终稿和评议书指导教师意见： 指导教师签名： 年 月 日教研室意见： 教研室主任签名： 年 月 日XXXX大学本科生毕业论文（设计）文献综述Literature ReviewModern society is an information society. Advertisements, as a means of information transmission, have become an indispensable part in peoples daily life. With the development of science and technology as well as the diversity of mass media, tidal waves of advertising seem to affect every corner around the world and have influenced people pervasively. Wherever you are, either in the bus, in the supermarket, or at home watching TV, listening to the radio, advertisements seem to be an unexpected guest, coming into view or instigating our eardrums. At present, the advertising industry, replacing tourism, has become the biggest smokeless industry around the world. Excellent advertisements can both bring profitable return to enterprises and be efficient paths of cultural transmission. However, whatever the promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergaard & Schorder, says,Advertising takes many forms, but in most of them language is of crucial importance(Vestergaard & Schorder, 1991:12). Therefore, many linguists have made research of advertising language. It is a kind of communicative action and has special features and techniques that are different from other languages. Advertising language is a style of immediate impact and rapid persuasion. The goal of an advertisement is to persuade the public of the merits of a particular product or service, in order that they will take out some of their money.The advertisement is a good mirror of the times. Its language boasts the features of concision, connotation, originality and lifelikeness, meeting peoples both material and spiritual need. To achieve these goals, rhetoric is absolutely necessary. It is an art of properly choosing language means and expressive ways to convey emotional feelings in accordance with situation. Therefore, advertisers realize the importance of good translation of figures of speech. Only in this way can Chinese people have a better understanding of foreign habits, culture, values, and way of thinking, which benefits further exchange among countries against the backdrop of globalization. This thesis, through listing abundant examples, will put emphasis on the analysis of translation strategies of figures of speech in English advertisement from psychological perspectives.Aristotle was one of the most famous thinkers and orators in ancient Greek. In his famous book, Rhetoric, rhetoric was defined as the art of persuasion(Aristotle, 1981:56). Whereas, John Locke, a noted English philosopher of the late17th century, said that rhetoric was the science of oratory, the art of speaking with elegance, and force(John Locke, 2008:28). At present, the meaning of rhetoric has been extended. Rhetoric can be explained as the art of using language effectively and persuasively. Psychology exercises an influence on peoples behavior and all their action is guided by some psychological factors. There is a close link between advertising and psychology. A scientific advertising is often produced in accordance with the law of psychology. To achieve the best results, advertising must apply the principles of psychology and the strategy to guide the advertising campaign to attract consumers attention. Only by making full use of the knowledge of psychology and understanding the psychological factors of consumers, can the advertising succeed, enable enterprises to benefit from it. Then comes psychology of advertising. It, as an emerging interdisciplinary science, studies psychological needs and behavior regulation of advertising recipients. The famous translator Eugene A.Nida said that the translation and the original text should be equal in an appropriate natural way. The translation should be measured on the basis of targeted people. If the response of readers to the translation is basically consistent with that to the original text, then it can be thought that the translation is successful. Advertising translation, in line with functional equivalence criteria, should have a similar effect of publicity, information transfer and empathy with the original one. In order to achieve functional equivalence, translators need to understand the characteristics of the original morphology, syntax and rhetoric, and reproduce them in translation. The translator should analyze their similarities and differences adopt the same or similar rhetorical devices in the translation. Investigations and researches show that successful advertisements can not do without rhetorical devices. The use of rhetoric can greatly enhance the lifelikeness, sense of humor and sense of rhythm, making advertising achieve desired results. In the popular English advertising, rhetoric has been widely involved. People find themselves in an entirely new world while appreciating the advertising works, and can not help thinking highly of advertising designer. At the same time, translating these figures of speech has been difficult. In order to be faithful to the original works, translators have to come up with some methods to deal with rhetoric. Convey the intent of original advertisement subtly to consumers through the version that accords with aesthetic standards of Chinese consumers.Linguist Geoffrey N. Leech, a famous British, once said that slogan must be vivid, compelling, readable, memorable and has promotional effects. To create this kind of slogan, the choice of words and rhetoric are of essence. Translation of advertising, like creation of advertising, should, on the basis of original contents and features, flexibly use various rhetorical devices and translation skills so as to make the translation reproduce the original information, forms and styles as much as possible. Making the translation retain the charm and appeal of the original is to attract more consumers and stimulate their desire to purchase, thus achieving the purpose and effect of advertising translation. This paper introduces four practical translating ways of English advertisement, that is literal translation, free translation, supplementary translation and sets of translation. Literal translation should preserve not only original contents, but also original form, especially the comparison, image and local color in the original text. Free translation can make up vocabulary vacancy or structural difference. In many cases, translators need to abandon or change original form or some rhetorical devices in order to make translations, with readability, conform to language specification and idiomatic expression. Sometimes, it is hard to translate a few figures of speech such as rhyme, repetition and palindrome. Under these circumstances, strategies of transforming form, supplementation and emphasizing on tone can be adopted to maximize the original rhetorical effect. And sets of translation refers to selecting the same figure of speech from Chinese to express the original meaning.XXXX大学本科生毕业论文（设计）评议书姓 名XXX学院XXX学院专业机器翻译年级（班）XXX机器翻译班论 文 题 目 广告英语中修辞格的翻译策略完成时间2013/5/6论文内容摘要 广告是向人们传递信息，以语言为载体的一门综合艺术。广告英语作为一种应用语言，已逐渐从普通英语中独立出来，成为一门独具特色的专用语言。为了使其语言更具趣味性、生动性和说服力，广告制作人常借用一些修辞手段增强语言的魅力，达到更好的宣传效果。因而注重广告英语修辞格的翻译方法十分必需。但由于英汉两种语言在语音、语法、修辞及文化背景等方面存在着差异，所以，对不同的广告英语修辞格应采用不同的翻译方法，使广告译文既能保留广告原文的精神及风格，又能富含风趣和幽默。只有这样，读者才能有美的享受，在轻松愉快中接受商品信息，从而达到广告的宣传目的。这篇论文是对英语广告修辞的翻译策略的浅析。首先对广告的起源、发展及其修辞特点做了介绍，接着讨论了英语广告中常用的六种修辞，然后对广告中应用的心理学做了分析，最后以保留英语广告地道的味道以及迎合中国消费者的心理为目的，总结了四种实用的翻译技巧。指导教师评语 年 月 日指 导 教 师职称初评成绩答辩小组姓名职称教研室组长成员答辩记录： 记录人签字： 年 月 日答辩小组意见： 组长签字： 年 月 日学院意见： 评定成绩： 签章 年 月 日本科生毕业论文设计题目 广告英语中修辞格的翻译策略 作者姓名 XXX 指导教师 XXX 所在学院 XXX学院 专业（系） 机器翻译 班级（届） XXX级机器翻译班 完成日期 XXX 年 5 月 6 日The Translation Strategies of Figures of Speech in English AdvertisementByXXXProf. Song XXXA Thesis Submitted to Department of EnglishLanguage and Literature in Partial of the Requirements for the Degree of B.A. in EnglishAt XXXXUniversityMay 6th , XXX AbstractPassing information to people, advertising is an integrated arts with language as its carrier. Advertising English, as an applied language, has been gradually independent from ordinary English, and become a uniquely exclusive language. In order to make the language more interesting, vivid and persuasive, advertising designers often borrow some rhetorical devices to enhance the charm of the language to achieve better publicity. Therefore, it is necessary to focus on translation strategies of rhetoric in advertising English. However, there are differences in pronunciation, grammar, rhetoric and cultural background between English and Chinese. As a result, different translation methods should adopt to deal with different rhetorical devices in advertising English to make translated text not only retain the spirit and style of the original , but also be rich in wit and humor. Only in this way can the readers enjoy the aesthetic and receive the information of products happily so as to achieve the purpose of advertising campaign.This thesis is about translation strategies of figures of speech in English advertisements. After an introduction of the origin, development and characteristics of rhetoric of advertisements in English, six common rhetorical devices are discussed. And then psychology used in advertising is analyzed. At last, four practical translating methods are summarized with the purpose of preserving the original flavor and catering to the psychology of Chinese consumers.Key words Advertising English Rhetoric Psychology of advertising Translating strategiesiii摘要广告是向人们传递信息，以语言为载体的一门综合艺术。广告英语作为一种应用语言，已逐渐从普通英语中独立出来，成为一门独具特色的专用语言。为了使其语言更具趣味性、生动性和说服力，广告制作人常借用一些修辞手段增强语言的魅力，达到更好的宣传效果。因而注重广告英语修辞格的翻译方法十分必需。但由于英汉两种语言在语音、语法、修辞及文化背景等方面存在着差异，所以，对不同的广告英语修辞格应采用不同的翻译方法，使广告译文既能保留广告原文的精神及风格，又能富含风趣和幽默。只有这样，读者才能有美的享受，在轻松愉快中接受商品信息，从而达到广告的宣传目的。这篇论文是对英语广告修辞的翻译策略的浅析。首先对广告的起源、发展及其修辞特点做了介绍，接着讨论了英语广告中常用的六种修辞，然后对广告中应用的心理学做了分析，最后以保留英语广告地道的味道以及迎合中国消费者的心理为目的，总结了四种实用的翻译技巧。关键字 英语广告 修辞 广告心理学 翻译技巧ivTable of ContentsI. Introduction11.1 The Origin of Advertisements11.2 Modern Advertisements21.3 The Characteristics and Rhetoric of Advertisements4II. Figures of speech in English advertisements62.1 Simile62.2 Metaphor72.3 Parody82.4 Pun92.5 Personification112.6 Parallelism12III. The application of psychology to advertising153.1 The development of psychology in advertising153.2 Successful advertising language and consumers psychology163.2.1 Pursuit of fashion, novelty and beauty163.2.2 Pursuit of material benefit173.2.3 Pursuit of health, safety and comfort183.2.4 Pursuit of pleasure and happiness183.3 Unsuccesful advertising language and consumers psychology203.3.1 Breaking away from traditionally cultural background of the Chinese nation.203.3.2 Treating all the recipient as the same.213.3.3 Distorting original meaning of language.21IV. Four practical translating methods of English advertisements234.1 Literal translation234.2 Free translation244.3 Supplementary translation254.4 Sets of Translation27V. Conclusion29Bibliography31vI. Introduction 1.1 The Origin of Advertisements To present, there are two representative views about the origin of advertisement in the advertising industry. The first basic view holds that the advertisement is a result of commodity economy whose appearance accompanied the production and exchange of goods. With the development of the productive forces and social division of labor in the late phrase of the primitive society and in the early stage of the slave society, the exchange of surplus products in borderlands between tribes emerged. In order to exchange their products, exchangers either cried out to cause peoples attention, or brought their products to exchanging places to display. Along with the increasingly expanded production scale and more and more frequent exchange of goods, primitive advertisements，oral advertisements and displaying advertisements came into being. This viewpoint sets the time of appearance of advertisements in the late phrase of primitive society and the early stage of slave stage, and attributes the appearance of advertisements to the production and exchange of commodity. Obviously, it treats advertisements as a means of sales. Therefore, advertisements here refers to the usual commodity advertisement . For example,the first advertisement printed in English was a handbill printed in 1472. It was primarily an announcement of a prayer book for sale. Two hundred years later, the first newspaper ad appeared offering a reward for finding 12 stolen horses. By the 17th century, classified advertisements were appearing frequently in Englands newsweeklies. These advertisements featured simple descriptions of products and their prices. Illustrations and color appeared in advertisements in the late 19th century. The second basic standpoint regards advertisements as an inevitable result of human information exchange. Even if in the initial stage of human society with extremely low level of productive power, rudiments of advertisements in social life appeared. As a result, social advertisements rose in response to the proper time and conditions. Up until the late stage of primitive society, commodity production and commodity advertisements turned up. To convey the information of goods, commodity advertisements emerged as the times required. This viewpoint expresses that advertisement is a means of information transmission. It puts forward the concept of social advertisements which obviously refers to other forms of advertisements except commodity advertisements. This kind of advertisements appeared earlier than commodity advertisements. For example, the first advertisement in the world is the one looking for an escaped slave in ancient Egypt more than five thousand years ago; There is record of Shun commanded to cast a few tripods to make clear to all in The Spring and Autumn Annals; Decreeappeared in the Warring States Period(475-221B.C.) and imperil edictin the Han Dynasty (206B.C.-220A.D.). 1.2 Modern AdvertisementsAdvertising dates back to the Christian Era. One of the best known methods of advertising was outdoor signs which were painted on the wall of buildings and were usually very eye-catching. Archaeologists have found signs in the ruins of ancient Rome and Pompeii. Modern advertising really began in the 1880s when new methods of manufacturing led to significantly increased output and decreased costs of the producers of consumer goods. Progress in packaging technology meant that products could be packaged at factories rather than shipped to wholesalers who traditionally broke bulk and put their own name on them. Besides, the telegraph network was at the right moment and the continent was crisscrossed by a network of railroads, bringing its farthest reaches within the purview of the culture of incipient consumers. In the new epoch of the 1880s, the importance of the packaged goods significantly increased. What manufacturers could package at their own factory, they could brand. What they could brand, they could advertise. What they could distribute nationally, they could advertise nationally. Daniel A. Pope has written, necessitated the growth of advertising agencies and dictated their activiti