从广告翻译角度分析中西文化差异.doc

从中西文化差异角度论广告翻译策略A Study on Advertising Translation from the Perspective of Sino-western Cultural DifferencesAbstract中文摘要Chapter One Introduction1.1. Characteristics of Advertisements 1.2 Difficulties in Advertising Translation from the perspective of Cultural differences1.3 Organization of the ResearchChapter Two The Embodiments of Sino-western Cultural Differences in Advertising Translation2.1 Differences in Core Cultural Values2.2 Differences in Consumption Conception2.3 Differences in Thinking Mode 2.4 Differences in Etiquette and Custom Culture Chapter Three Impacts of Sino-western Cultural Differences on Advertising Translation3.1 Literal Translation 3.2 Free Translation3.3 Supplementary Translation3.4 Condensed TranslationChapter Four Conclusion摘要广告是一种实用文体，语言风格鲜明、独特，并且具有很高商业价值。语言是文化的载体，广告是从属于商业文化的亚文化，一定的文化传统、信仰和价值观都会渗透进这一文化载体，体现出不同国家、不同民族的特点和个性, 广告翻译则是不同文化交流的桥梁。广告的特殊文体风格和社会功能决定了广告翻译的特殊性。如今经济全球化，广告翻译尤为重要。一直以来，国内外许多学者从广告的语言特征进行研究，如简洁，新奇和轰动效应。如何将这些特点在译文中重构，是广告翻译的难点。广告承载着各个民族的文化，且各个民族的美学标准对广告的接受性有着直接的影响。广告翻译要求译者有在创作的能力，不仅需要传达出原语的意义，而且需考虑怎样才能让潜在客户接受译文。本文从文化差异的角度入手，在此基础上，推导出在跨文化视角下广告翻译应当遵循的策略，从而提高广告译文的质量，使广告翻译更加准确、恰当地传播其所承载的商业文化信息。因此，广告翻译一门技术，更是一门艺术。它在不同文化间宣传和推销产品与服务的同时，也传播、影响甚至创新了自身文化和他者文化。关键词：文化差异；广告翻译；翻译策略Abstract Advertising language is a kind of practical style, in which the accurate and vivid language has very high commercial value. Language is the carrier of culture, while advertising language is subordinated to commercial culture. Cultural traditions, beliefs and values will penetrate into the carrier of culture, which reflects the characteristics and personalities in different countries and ethnic groups. Advertising translation is often compared to the bridge of cultural exchange. The unique style and social function of advertising language determines the particularity of advertising translation. The globalization makes the translation of advertisements very important. However, many scholars both at home and abroad have paid attention to the unique linguistic characteristics of advertisements,which can be summed up in three words: brevity, novelty, and sonority. These features should be retained in the translation of any advertisement. But advertisements are also heavily culturally loaded and different nations have different aesthetic standards which affect the reception of advertisement. Translation of advertisement requires special ability of recreation. The translator has to consider not only the meaning of the original text, but also how potential customer will receive such translations. This paper explores what kind of translation strategies should be adopted to translate advertisements from the cross-cultural perspective, so as to improve the quality of advertising translation and make the translation of advertisements spread the culture of business more accurately and appropriately. Therefore, advertising translation is a technology, and even an art. It not only promotes products and services but also spreads,impacts and even innovate their own culture and others simultaneously.Key words： cultural differences; advertising translation; translation strategiesChapter One Introduction After the entrance into WTO, lots of goods from abroad have been coming into China market, and meanwhile more and more domestic products also have the opportunity to enter the international market and compete with foreign brand products. To join the international competition, domestic products must establish a good image and create international commercial reputation. Advertising as a means of mass media, which plays an important role in introducing the quality and performance of foreign goods to domestic consumers and promoting Chinese products to foreign consumers. Advertising translation becomes an important topic of social pragmatics with its vivid, unique language style and social pragmatic functions. This paper aims to make a more profound study on the advertising translation from the perspective of cultural differences.1.1. Characteristics of Advertisements Advertisements has the following characteristics: Advertisements is a planned and purposeful activity; which gives priority to companies, enterprises, business and so on, while the objects of commercial advertisements are the vast, existing or potential customers. In order to promote the sale of goods and services, and make advertising hosts more profitable, advertisements is spread by the mass media advertising “I think that wonderful advertisement can market product and service before it attracts public attention”(David Ogilvy, 2010: 110). It can be seen that the promotional, economical and cultural effect of a good commercial advertisement is so quickly and magic. Advertising is composed of two parts: the visual and auditory. The visual part includes: 1 Language: title, text, recognition mark, namely, the slogan and logo. 2 non-language: refers to all the visual elements except words. The auditory part includes advertising words, music, audio and so on (Qi Yunfang, 2003:6) Advertising generally refers to the written advertising and verbal advertising. The newspaper ads, magazine ads, direct mail advertising, package advertising, packaging, advertising outdoor advertising and outside advertising belongs to the written advertising. Radio advertising belong to verbal advertising. Television advertising and film advertising is between the two forms, which have the most extensive impact and the highest advertising expenses.Written advertisement is composed of six parts:1.Headline, including sub-headline which is used to refine and simplify advertising theme, and determined whether readers read the text. Its main purpose is to attract the readers attention and appeal to the readers to be consumers. A successful advertisement title should be characterized by inductivity, simplicity, pertinence and novelty. It not only let the reader understand the main contents of advertising, but also induce readers to read the text ads and other related content, then motivates readers to purchase . For example: The advertisement title of Yamaha electronic piano is Every time we race, you win.每次我们竞赛，你总赢. This title implies two meanings: first, in the fierce competition of the electronic instrument industry,quality Yamaha electronic piano always make customer satisfactory. Second, many consumers, especially Chinese young consumers, who have Yamaha electronic organ means that win victory in the test match. Moreover.Chinese headline: 依照箭头所指的方向，您就会走在最前面”(箭牌衬衫). Go along the direction of ARROW, and you will surely be the pacesetter. The meaning of the advertisement title means that if you follow the Arrow, youll become a fashion plate. The concise advertisement title not only deeply impress the readers, but also arouse the readers desire to purchase.2.Body copy: It is the core of advertisement and the extension of the title. Body copy can provide a detailed description of the commodity function, characteristics, application method and after-sale service information. When the ad title and illustration attract the readers interest, body copy can be used to satisfy the readers curiosity. According to the advertisement writing style and technique of expression, it can generally classified into body text, dialogue text and description.3.Slogan: It plays a role in propaganda and further deepening the impression. It can maintain the continuity and permanence of advertisements. Successful advertising slogan will spread around the world, consumers have long-term good impression on commodities and its enterprise. Therefore,advertising slogans often adopt the short phrase, which is easy to remember. For example: the advertising slogan of Canon camera Think again, Think Canon; the advertising slogan of Chinese Airlines We treasure each encounter. and the advertising slogan of Kodak film strip Show you true colors. 4.Trademark: Trademark is patented and protected by law after the industrial and commercial administration department registered. Its main function is to distinguish between the different products of the producers and operators, and to reflect the credibility of enterprises, which can help consumers choose different brand goods and protect consumer interests. Trademark consists of brand name and visual trademark symbol. Trademark itself is a form of advertising, such as the trademarks: “ROLEX” and “BMW”.1.2 Difficulties in Advertising Translation from the perspective of Cultural differencesUnder the background of globalization, cultural communication is the intersubjective exchange,which communicates information by language. The tendencies of the times requires people should go with the tide of world development. The progress of society is closely related to the different cultural communication, intercultural communication inextricably links with language; the transformation and understanding between different languages must rely on translation. Culture restricts the language model and our behavior. British writer Giles and Chinese poet Wang Changling 洛阳亲友如相问，一片冰心在玉壶。 The second half of the sentence tell them: a cold heart in the jade bottle. The artistic conception and emotion in the original poetry become dull. As a British people, Giles dont understand ice and jadein Chinese means purity. Similarly, the British poet Shakespeare compares the loved people as the summer day in his sonnets. It is also difficult to understand for Chinese readers. Advertising is an important means of social communication and the exchange of commodities. Commercial advertising value is achieved which based on the language and culture. Commodity advertisements of different languages still reach a consensus through translation. A commercial advertisement is composed of words, pictures, music and other elements, among which language and culture are in a leading position. In order to achieve psychological objective, many advertising designs contain cultural factors. The political, economic, legal, religious, social customs, beliefs, values, consumer psychology and market rules belong to the cultural factors. Advertisement culture not only meet the consumers psychological demand, but also follow the mainstream culture in one country. For example, according to advertising law, advertising must be authentic and reliable. Because advertising language is artistic, permeable and widespread, it will market the goods and impact on propagating aesthetic standards, cultural values and other factors. Therefore. the cultural differences between East and West is the difficulty in advertising translation. Whether Chinese commodities are accepted or not by audiences from different cultures, which depends on good advertising translation. Cultural differences in advertising must be highly valued, which should be analyzed in scientific way.1.3 Organization of the Research This paper consists of four chapters. Chapter one aims to provide a general introduction to the present research, including research object and rationale. Chapter two discusses the embodiments of Sino-western cultural differences in advertising translation. Chapter three probes into how sino-western cultural differences impact on advertising translation. Chapter four summarizes the viewpoints on advertising translation from the perspective of cultural differences and points out the limitation of the present study.Chapter Two The Embodiments of Sino-western Cultural Differences in Advertising Translation Culture in any nation has its unique cultural mode. The advertising translation should not only consider the cultural differences between the source language and the target language, but also the adaption and communication under the different cultural background. Otherwise,advertisements are difficult to achieve the widespread effect, persuade and impress audience. Understanding the differences between Chinese and Western culture through comparing advertising translation which not only deepen our understanding of culture, but also contribute to a deeper understanding of the two languages. 2.1 Differences in Core Cultural Values Compared with the western culture, Chinese culture is more emphasis on pursuing delicate, clever and aesthetic taste. Influenced by Confucianism, Chinese people believe that the spiritual enjoyment is more important than substance. Emphasis of external beauty is superficial, which is abhorrent to the realism and rationality in western culture. So in translation process, we must recognize Sino-western cultural differences and do some appropriate adaptations. Chinese collective idea emphasizes the individual should be subordinated to the collective. Unity and selfless devotion reflected personal value. Individual happiness must keep unanimous with collective interests. The traditional China culture attaches high value on the harmony and stability of society and family. As Chinese old saying The time isnt as important as the terrain; but the terrain isnt as important as unity with the people. a good Jack makes a good Jill which have always been the traditional virtue in China. The values of these sages words are widely used in family and interpersonal relations. Commercial advertising as the mirror of the social life, which reflects truly the world. For example:Mom, I dream of the stream in the village, my grandma and you. Mom, Ill give you a good stuff. Power washing machine, dedicate my love to mother. (威力牌洗衣机) . The Chinese advertising creators put themselves in the position of consumers, using the method of empathy to arouse the consumers affection. Therefore,the advertisements can empathize with readers. Care others, righteousness, respect the old and love the young and family harmony always have been traditional virtue in our country. These advertisements offer the traditional virtues to commodities, which would close the distance between readers and commodities, then make the reader more trust their functions and quality. In the other hand, it also reflects the crowd psychology of Chinese consumer. Chinese people worship authority and respect the official language, which can be fund in advertising language, such as designated Olympic products; CCTV brand list and so on. That is to highlight the product quality. Individualism in western values emphasizes the significance of personal success and equality of opportunity. In western culture, individualism is endowed with positive meaning publicity emphasizing the development and outstanding of individual personality. It is generally concerned about personal freedom and rights, and regard it as the standard of realizing self-value. We must admit that in European history, personal heroism has played a positive role, which is believed to be the thought and power against with the medieval theocracy and feudalism. In America history, who are positive enterprising, cherish the rights of the individual, brave pioneers as paradigms of individualism, individualism as a kind of spirit is inherited. Therefore, personal struggle often occurred in English advertising, Advertising language concerning personal freedom and self realization, such as: Lufthansa Our personal service will appeal to your individual taste. (Lufthansa Airline). The personalized service of Lufthansa Airline will meet your unique taste. 2.2 Differences in Consumption ConceptionGolden mean in Chinese culture directly affect peoples consumption concept. Chinese pays special attention to others responses to their own behaviors. They deem very highly of others views and judgments and willing to accept others suggestions and opinions, Bandwagon effects have dominated most Chinese consumption concept. In addition, Chinese people are sensitive about their reputation. Eating and wearing are involved in reputation. The concept of consumption has vivid reflected in the Chinese advertising: for example, a cosmetics advertisement 人靠衣装，美靠亮妆”。Western culture highlights the pursuit of personalized consumption, through the selected, all the goods are out of the ordinary represent the individual talent and wisdom. Because the western culture advocates freedom and personal space, so they are in pursuit of comfort and convenience, Whether in the clothing, or a family decoration style, according to their own thought, they do not care about other peoples evaluation and views. It can be seen consumption concept concerning the prominent personality in English advertising，such as Nike company Just do it. This unique advertising slogan, quickly gain recognition among the youth and become the pet phrase most commonly used for teenagers, even the dream in their heart. The public effect is not only the changes of behavior and lifestyle, more importantly, greatly influence a whole generation of peoples spiritual philosophy.2.3 Differences in Thinking Mode Thinking and language are closely related, language is a tool to express peoples thinking and create culture, which is also restricted by culture. The application of human language is much more than a word, it relates to the way of thinking, because language and thinking, are closely related. The use of language follows such culture mode which mode affect not only word order, but also human thinking (Samovar& Porter, 1995:154). The so-called mode of thinking refers to the basic pattern of humans observation, cognition and reasoning, which includes the form of thinking forms, thinking methods, thinking orders and thinking tendency and so on. Smith in the book Chinese Temperament considers Chinese thinking habit as beat around the bush (Ming Enpu, 2007:48). Chinese mode of thinking is characterized by indirectness, intuition and visualization. Their th