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王婷论文定稿范文 学科分类号050201湖南人文科技学院本科生毕业论文题目（中文）汉语广告英译中的语用等效研究（英文）A Studyof Pragmatic Equivalence in English Translation of Chinese Advertisements学生姓名王婷学号07403418系部外语系专业年级英语专业xx级指导教师（姓名）曾妍（职称）讲师湖南人文科技学院教务处制A Studyof Pragmatic Equivalence in English Translation of Chinese Advertisements ByWang TingMay8,xx内容摘要随着改革开放的深化和市场经济的发展，中国已成为国际市场上的产品出口大国。 在对外出口日益增多的形势下，汉语广告英译对促进中国产品打开国际市场起着重要作用。 好的广告有为顾客提供产品或服务的全面信息，吸引消费者，让顾客有购买欲望等功能。 一则广告不仅要在原文中具备这些功能，在目标语中也必须具备这些功能,这样才能算是好的广告。 然而中英文广告在语音和用词上有许多共同点和不同点，人们只有深刻了解了这些异同才能在翻译过程中达到语用等效，这样广告才能充分发挥其功能。 语用等效原则要求译者将原文自然合理地翻译成目标语，然而语用失误是未能达到语用等效的主要原因，语用失误由多方面原因所导致，语言、文化、地域、宗教信仰的差异都会导致语用失误，语用失误不等同于翻译过程中语法错误，它是翻译过程中语言的不适当运用。 因此，只有理解、运用好语用等效原则避免语用失误，才能将汉语广告更准确地翻译成英文广告。 关键词:广告；翻译；语用失误；语用等效Abstract Withthe rapiddevelopment of Chinas marketeconomy and the deepeningofChinas reform and openingto theoutside world,China has been exportingmore and more products and servicesto foreigncountries.In thisprocess,English translation of Chinese advertisements hasbeen playingan important role inopening upthe internationalmarket forChinese moditiesand promoting their sales abroad.A goodadvertisement canprovide overallinformation of the product and service,attract customers,and arousecustomersincentives.In asuessful advertisement,these functions are necessaryboth in the source language textand in the target language text.There aremany similaritiesand differencesbetween Englishand Chinese advertisements.Only ifwe knowthese similaritiesand differencesdeeply canwe translate the advertisementswell.Aording to the principle of pragmatic equivalence,translators shouldtranslate thesource language text(ST)into target languagetext(TT)appropriately.However,pragmatic failureis themain cause of losingpragmatic equivalence.Pragmatic failureis leadedby differentculture,language,region,religion,etc.Pragmatic failureis notequivalent withgrammatical error.It isinappropriate language use duringthe process of translation.If weknow pragmatic equivalence deeplyand useit well,and avoidor eliminatepragmatic failure,we wouldtranslate Chinese advertisements into English advertisementsaurately.Key Words:advertisement;translation;pragmatic failure;pragmatic equivalenceAcknowledgements This thesis isdeveloped frommy yearsof studyon campus,numerous peoplehave lentme ahelping handin pletingthis research.Firstly,special thanks go toMs.Zeng theinstructor of this paperas wellas arespectable teacherin Schoolof ForeignStudies,Hunan Instituteof Humanities,Science andTechnology,whose frequentguidance andinvaluable suggestionslead to the aomplishmentof the paper.Ms.Zengs hardworkingand responsiblespirits seta goodexample for all theundergraduates ofxx.Secondly,thanks goto all the foreignlanguage departmentleaders andteachers,who haveimparted theessence ofknowledge tome,especially toprofessor YuYiqun,who hastaught meLinguistics andwhose originalideas andinteresting lecturesmake greatimpression onme andfinally lead to thestart of the paper.Lastly butnot theleast,thanksgoto allthe schoollibrarians,who havedone verymuch insupplying uswith referencebooks,as wellas tothose authorswhose workshave beenquoted byme in thepaper.湖南人文科技学院本科毕业论文诚信声明本人郑重声明所呈交的本科毕业论文，是本人在指导老师的指导下，独立进行研究工作所取得的成果，成果不存在知识产权争议，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作品成果。 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。 本人完全意识到本声明的法律结果由本人承担。 新飞冰箱Example2.Take a new lookat TudorTudor表These twoadvertisements,either Chineseor English,provide enoughinformation about theproductand the brand.This isthebasic湖南人文科技学院毕业论文6function of the advertising.Without it,the audienceseven dont knowwhat the products or services theadvertisements referto.2)Providing Incentivesto TakeAction Aording to definitionsofadvertisements,advertising is“usually persuasivein natureabout theproducts,services orideas”.In mostinstances,people arereluctant to change establishedbehavior.Even ifthey are somewhat dissatisfiedwith thecurrent productorservice,a habit hasbeenestablished andlearning aboutanewproduct isdeemed difficult.Advertising providesthe consumerswith reasonsto switchbrands bypresenting reasonsthrough copyor graphics.Convenience,high quality,lower price,warranties,oracelebrity endorserare allpossibilities.For example:Example3.要想皮肤好，早晚用大宝。 大宝护肤品Example4.If you have tastefor quality,youhavethe tastefor Kent.Kent CigarAnother basicfunctionofadvertising isto provideincentives for the audienceto takeaction.Good advertisementsshould bemuch attractiveto audiences,and let them actuallybuy theproducts,so asto attractthe receiverthe servicesadopt thesuggestions,etc.These twoexamples arethe mostattractive advertisements,for theyaord with the audiences needs.3)Providing Remindersand Reinforcement湖南人文科技学院毕业论文7Advertisements shouldnot onlypersuade the target audienceto buy,try,or dosomething,but alsoletthe targetaudienceremember theproduct,service,orideasfor along time,and willdo itagain inthe nearfuture.Take themercial advertisementsfor examples:its amazinghow muchadvertising isdirected atcurrent customers.Consumers oftenforget whythey buya particularbrand ofgoods.Advertising mustremind the consumer constantlyabout thename of thebrand,its benefits,its value,and soforth.These messageshelp reinforcetheconsumers decision.For example:Example5.头屑去无踪，秀发更出众。 飘柔洗发水Example6.Have youdriven aFord lately?Ford Theseadvertisements aresuessful advertisements,not onlybecause theyprovide enoughinformationabout theproductsand thebrands,and attractionfor the audience,but alsobecause theyprovide the audience remindersandreinforcement.Copywriters alwaystry theirbest to make fulluse of the featuresof language,to make theadvertisementseasy to understand andmemorize.If theproducts orservices themselvesare goodin quality,the audiencewill easilymemorize theseadvertisements.The literarytext ofadvertising isquite differentfrom otherwritten texts.Therefore,when wetry totranslatetheadvertisements,we shouldpay much-more attentionto theirfunctions.湖南人文科技学院毕业论文81.3Advertising LanguageAdvertising languageis akind of“loaded language”.It aimstochangethe will,or attitudesof itsaudience(whether inthe interestsof the audience ornot isa separatematter).Advertising differsfromothertypes ofloaded language(such aspolitical journalismand religiousoratory)in thatithasaveryprecise materialgoal.Changing themental dispositionof theaudience isimportant insofaras itleads tothe desiredkind ofbehavior-buying aparticular kindofproduct.And innormal petitiveconditions thismeans buyingbrand Arather thanequivalent brandsB,C,or D.The goalcould scarcelybe morespecific.Advertising languagetries toaddress consumersbuying motivesand tomaintain existingpositive attitudesand changenegative andneutral attitudesto positiveones.Both theChineseadvertisements and English advertisements areusing advertising languages,so thereshould besome monness;on theother hand,they areindeed different in somerespects.The similaritiesand differencesofChineseadvertisements and English advertisementswillbetentatively androughly prehendinthefollowing part.湖南人文科技学院毕业论文91.3.1Similarities ofChineseAdvertisementsand EnglishAdvertisements Chineseadvertisementsand English advertisementshave manysame aspects,same charactersin phoiharacteristics,ways ofexpressing etc.1)Abundant Utilizationof PhoicCharacteristics Asthe physicalshell of language,speech soundplaysanimportantrolein expressingand receivingthe meaningof language,which isthesameas the advertising language.Speech soundis not only ofphysical andphysiologic features,but alsoof somespecial socialfeatures.To usewhat kindof phoicforms toconvey advertisinginformation isclosely relatedto aeptancegrade of theaudienceand theeffectiveness of the radiationof theadvertisements.Consequently,the copywritersshould alwaystake itinto aount the characteristicsofpeopleapperceiving andmemorizing thespeech sound,take advantageof appropriateforms ofspeech sound,so asto improvethe radiatingeffectiveness ofadvertisements.Making theadvertising languageis able to be read aloud fluently and easy to memorize bydint ofcertain phoicforms isthe mostimportant meansof heighteningeffectiveness ofadvertising.Copywriters alwaysexpect ifthey adoptsome phoicforms ofadvertising languagewhich areof aestheticfeeling whenhearing it;theaudiencenotonlycan湖南人文科技学院毕业论文10effectively apperceivethe aurateinformation ofadvertisements,but alsohave avery pleasantpsychological experience.Alliteration,end rhyme,partial tone,etc.are fullytaken advantageof bycopywriters indifferent countries.For example:Example7.可伶可俐(Clean andclear)护肤品As Chineseadvertisement said“可”and“可”the firstletters are“k”，and Englishadvertisement said“clean”and“clear”the firstletters bothare“c”.Example8.要想皮肤好，早晚用大宝。 大宝护肤品“好”and“宝”are endrhyme,making thisadvertisement beabletobereadaloudfluentlyand easytomemorize.Example9.More sunand airfor yourson andheir.(From Inter)“sun”and“son”,“air”and“heir”are partial tones.2)Brief andEasy-to-Understand Waysof ExpressingThe advertisements are mostlypaid byadvertisers,so everycopywriter trieshis bestto expressenough andthe mosteffective informationintheshortest time.At thesame time,the characteristicsofpeoples memoryalso demandthat ifthe advertiserswant tomake theaudience bemostly awareof theinformation of theadvertisements,theadvertising language shouldnotbelengthy andobscure.Therefore,both Chinese advertisinglanguage and English advertisinglanguagelean tobe brief and easytounderstand,and thisfeature isobvious inwording and湖南人文科技学院毕业论文11syntax.a.Wording Firstly,both ChineseandEnglish copywriters tendto useverbs.For example:Example10.Take Toshiba,take theworld.东芝电脑In theChinese advertising,these kinds of verbsare alsofrequently used,forexample:Example11.送礼就送脑白金。 脑白金健康品Secondly,both ChineseadvertisementsandEnglishadvertisementsare fullin colloquialwords and abbreviations.For example:Example12.肥皂啊，我一直用雕牌，洗得干净，还不褪色呢!雕牌肥皂Example13.Money doesnt growon trees.But itblossoms atour branches.Loyd Bankad.b.Syntax Thelanguage oftheadvertisingshould bebriefandclear,so thesimple sentencesand disjunctiveclauses arefrequently used.Disjunctive clauseisaunique featureofadvertising.In disjunctiveclauses thelong andplex sentencesare dividedinto shorterstructures byfull stop,dash,semi-colon,hyphen,etc.These smallerinformation unitscan expressmore informationand enforcetheeffect ofadvertisinglanguage.湖南人文科技学院毕业论文12Aordingtoresearchers statistics,the sentencesin Englishadvertisementsarevery short,even shorterthan thecolloquial onesin dailylives.For example:A.Simple sentences:Example14.心静自然凉。 格力空调Example15.Ask forMore.More CigaretteB.Disjunctive Clauses:Example16.中国人的产品，中国人的美菱。 美菱电器Example17.Get realaction,7-up yourthirst away.7-up饮料1.3.2Differences betweenChinese AdvertisingandEnglishAdvertising Thelinguistic differencesbetween thesource and target audiencescause thismain problemin EnglishtranslationofChineseadvertisements.Different peoplelive indifferent nationsand areas,and differentspeech munitieshave differentspeech sound,wording andsyntax systems.1)Speech SoundBecause ofthe phoiharacteristics inChinese,Chinese copywritersalways tendtomakeuseofpartialtone,syllable repetition,and disyllable,which contributetothesuess ofmanyadvertisements.While inEnglish advertising,these phoiharacteristics arealso used,but lessfrequently.Hereby totranslate thissort ofChinese湖南人文科技学院毕业论文13advertisements toEnglish is not easy,for thereare noequivalents inthe target language.Many famousChineseAdvertisementsare writteninthis way:Partial Tone:Example18.大石化小，小石化了。 排结石药Syllable Repetition:Example19.晶晶亮，透心凉。 雪碧Disyllable:Example20.心随我动，大阳摩托。 大阳牌摩托2)Wording It is generallyknown thatChinese belongsto isolating language whileEnglish belongsto inflectionallanguage.The maincharacteristic ofisolatinglanguageliesinthat thereis nearlyno changein morphology,on thecontrary,inEnglish,therearea greatmany changesin morphology,and thesechanges arealso farmore importantin syntax.In advertisements,we canhereby findEnglishcopywritersprefer tomake newwordsandwrite wrongwords oncertain purpose,while inChineseadvertisementswe canfind noneofthistype.For example:Example21.The OrangemostestDrink inthe World.OJ Example22.Going East,Staying Westin.Westin HotelThe word“Orangemostest”in example21andtheword“Westin”in example22do not exist inEnglish,however,they canbe wellcognized湖南人文科技学院毕业论文14by theaudience ofEnglish-speaking countries,and theyactually strengthenthe attractionoftheadvertisements.While inChineseadvertising,this violationoflanguagerule doesntexist.3)Syntax BoththeChineseadvertising andEnglishadvertisinghave theirown syntaxsystems,and thisalso makesthe translationdifficult.In Chineseadvertisements,writers usemany syntaxrules tomaketheadvertisements interestingandeasyto influencetheaudience.In Chineseadvertisements,many rhetoricaldevices arefrequently andwidely used.These rhetoricaldevices arefrequently used:Chiasmus,Inversion,etc.For example:Chiasmus:Example23.情系中国心，联通四海心。 中国联通Example24.轻松上网，易如反掌。 网易Inversion:Example25.万家乐，乐万家。 万家乐电器Example26.省着用，不如用着省。 科龙空调Chineseadvertisementsare fullof rhetoricaldevices whichare flexiblyused,and therearesomany changesin syntaxthatwecannot directlyfind counterpartsinEnglish.Therefore,in advertisingtranslation,translators alwaysfind itdifficult totranslate Chineseadvertisements toEnglish.湖南人文科技学院毕业论文152.PragmaticEquivalenceIn theprocessof translation,pragmaticequivalencemakes suretranslators givethe rightinformation tohearers orreaders,but itis notso easyto usepragmaticequivalencewell,pragmatic failureoften our.Making adetailed studyoftheprincipleof pragmaticequivalence,pragmatic failureinEnglishtranslationofChineseadvertisementsis necessary.There aretwo kindsof pragmatic failure:pragmalinguistic failureand sociopragmaticfailure,correspondingly,two kindsofpragmaticequivalence shouldbe achieved:pragmalinguistic equivalence and sociopragmatic equivalence.2.1Definition ofPragmaticEquivalenceWhen anattempt ismade todescribe thetranslation processand explainthe relationthat holdsbetween asource languagetext(ST)andatarget languagetext(TT)in translation,the conceptof“equivalence”willbeunavoidably referredto.J.House expresseshis pointof viewtowards thisconcept asfollows:The notionof equivalence istheconceptual basisoftranslationand,to quoteCatford,the centralproblem oftranslation practice湖南人文科技学院毕业论文16is that of findingTL(targetlanguage)equivalents.A centraltask oftranslation theoryis thereforethatofdefining thenature andconditions oftranslation equivalence.4So,equivalenceisoneofthe mostimportant notionsand basicissues inthe moderntranslation theory.He Ziranstated thatpragmatic translationcan paretwo languages,and thenstudied pramalinguisticequivalenceandsociopragmatic equivalencerespectively.5Pramalinguistic equivalencemeans thattranslation neednot aordwiththesource languagein form,and ifit canproperly expressthe pragmatic force ofthe wordsor structuresinthesource language,it canbe indifferent formsofexpression.Sociopragmatic equivalencerequires thattranslators shouldtake intoaountthecultural ideas,value standardsoftheaudience inthetargetlanguage,and findouttheculturally loadedmessage,trytoexpress theirpragmatic forceaording tolanguage andcultural customsofthetargetlanguage,because thesource languageand targetlanguage aredifferentinmany socialaspects:such asnational customs,social stipulations,culture,etc.湖南人文科技学院毕业论文172.2Understanding ofPragmalingusitic Equivalenceand SociopragmaticEquivalence As to pragmalinguisticequivalence,translators dont rigidlyadhere tothe formofthe original languageat thelexical,grammatical andsemantic level.On thecontrary,they solelykeep thecontent ofthe originallanguageandattempt to achieve theequivalence byexpressing thecontent throughusing theclosest naturallyequivalent languageinthetranslation.He Ziranthinks thatpragmalingusitic equivalenceis verysimilar to“dynamic equivalence”advocated byNida.6Pragmalinguistic equivalenceemphasizes thecorrect understanding ofthepragmatic forceofthelanguage formofthe original,including grammarand lexicons.Pragmatic forceistheintended meaningofagiven message.There aretwo majorkindsofpragmatic force:implicit,below thesurface andunstated,and explicit,onthesurface andstated.Itisparticularly importantto identifythe implicitpragmaticforceas theyappear invarious socialcontexts,for frequentlythe apparentintention ofa messageisnotthesameastheactual intent.Astothe sociopragmatic equivalence,it refersto pragmaticstudies whichexamine theconditions onlanguageusethat stemfromthe social andcultu