试谈文化差异对商务英语翻译的影响.doc

本科生毕业论文本科生毕业论文 试谈文化差异对商务英语翻译的影响试谈文化差异对商务英语翻译的影响 院院 系系 人文与社会科学系人文与社会科学系 Influences of Cultural Differences upon Business English Translation June 5 2009 I Acknowledgements It was really a laborious task to accomplish a B A thesis Many people gave me support and help in the process of writing the paper Upon the completion of this paper I would like to give my gratitude to all those who have granted me help on the paper and on my four year study in this school 矚慫润厲钐瘗睞枥庑赖 First I d like to give my gratitude to my dear teacher supervisor Mr Lin Zhiyuan who generously gave me his kindly help and instructions during the whole process of my paper writing I also owe a special debt of gratitude to the other teachers of mine as they have given me valuable suggestions on my chosen of topic and essay structure of the dissertation 聞 創沟燴鐺險爱氇谴净 Very special thanks also go to those reference books and websites They have provided me with valuable materials and information and given me some good suggestions 残 骛楼諍锩瀨濟溆塹籟 Then I d like to give my many thanks to my classmates who helped me a lot with my information collecting and paper polishing Most important of all I want to give my thanks to my mother university and all the teachers in the college 酽锕极額閉镇桧猪訣锥 II 摘要摘要 随着世界经济全球化趋势的发展 中西方国家之间的贸易往来日益频 繁 商务活动所展现出的不仅是一种经济活动 而且还是一种文化上的交流 商务英语翻译作为不同语言的人们之间进行商业交流的交际过程和交际工具 就显得尤为重要 自跨文化交流活动以来 翻译实践就与文化产生了不可分 割的联系 文化加速了翻译的发展 而翻译又促进了文化的传播 文化与翻 译的发展相得益彰 随着全球经济一体化时代的到来 地域不再局限人们的 交流空间 跨文化交流愈加频繁 频繁的跨文化交流加速了文化碰撞的呈现 商务英语翻译中出现的文化因素也越来越多 这对于译者来说是个挑战 因 为英语和汉语有诸多差异之处 所以很难把地道的英语译成能为大多数中国 商务者所接受的汉语 同样 让普通的英语国家的商务者通过译文来理解地 道的汉语也不容易 如何克服这些由文化差异所引起的翻译障碍是译者需要 面对的一个大问题 本文将分析文化差异与商务英语翻译实践的关系以及文 化差异对商务英语翻译造成的影响 通过举出充分的例子来分析文化差异对 商务英语翻译造成的影响并提出如何克服由文化差异引起的翻译障碍的方法 本文目的是借助商务英语翻译使人们能更了解文化对语言的影响并有效地进 行商务交流 彈贸摄尔霁毙攬砖卤庑 关键字 关键字 商务英语 文化差异 翻译实践 III Abstract With the development of the economic globalization business activities are being carried more and more frequently between China and other English speaking countries Business English Translation is not only displayed in economic activities but also a kind of cultural exchange Since the moment cross cultural communication exists Business English translation practice has close relationship with culture Culture speeds up the development of translation while translation helps to spread culture With the age of globalization coming communication across cultures happens more and more frequently This is a challenge for translators because there are many discrepancies between English culture and Chinese culture it is hard to translate idiomatic English into Chinese that can be accepted by most Chinese traders Also how to let average English traders understand idiomatic Chinese is not easy How to overcome the barriers caused by culture is a big problem that translators need to face This thesis is to analyze the relationship between cultural differences and Business English translation practice and the influence of cultural differences on Business English translation By giving plenty of examples the thesis analyzes the influence of cultural differences on Business English translation and tries to offer some approaches to overcome the barriers caused by cultural differences in Business English translation practice so as to help people communicate more effectively 謀荞抟箧飆鐸怼类蒋薔 Keywords Business English Cultural difference translation practice厦礴恳蹒骈時盡继價骚 IV TABLE OF CONTENT ACKNOWLEDGEMENTS I茕桢广鳓鯡选块网羈泪 摘要 II 鹅娅尽損鹌惨歷茏鴛賴 ABSTRACT III 籟丛妈羥为贍偾蛏练淨 TABLE OF CONTENTS IV 預頌圣鉉儐歲龈讶骅籴 INTRODUCTION 1 PART ONE SURVEY OF CULTURAL DIFFERENCES AND BET 2渗釤呛俨匀谔鱉调硯錦 1 1 DEFINITION OF CULTURAL DIFFERENCES 2 铙誅卧泻噦圣骋贶頂廡 1 2 IMPORTANCE OF BUSINESS ENGLISH TRANSLATION 2擁締凤袜备訊顎轮烂蔷 1 3 INTERACTION OF CULTURAL DIFFERENCES AND BET 3贓熱俣阃歲匱阊邺镓騷 PART TWO A DETAILED ANALYSIS OF THE INFLUENCES OF CULTURAL V DIFFERENCES 4 坛摶乡囂忏蒌鍥铃氈淚 2 1 TRADEMARK 4 蜡變黲癟報伥铉锚鈰赘 2 1 1 Ambiguity of Trademark 4買鲷鴯譖昙膚遙闫撷凄 2 1 2 Inelegance of Trademark 5綾镝鯛駕櫬鹕踪韦辚糴 2 1 3 Misunderstanding of Trademark 5 驅踬髏彦浃绥譎饴憂锦 2 2 ADVERTISEMENTS 6 2 2 1 Different Cultural Values 7 猫虿驢绘燈鮒诛髅貺庑 2 2 2 Different Thought Patterns 7 锹籁饗迳琐筆襖鸥娅薔 2 2 3 Different Aesthetic Standards 9構氽頑黉碩饨荠龈话骛 2 3 COMMERCIAL ACTIVITIES 9 輒峄陽檉簖疖網儂號泶 2 3 1 Difference in Business Negotiation 10 尧侧閆繭絳闕绚勵蜆贅 2 3 2 Difference in Business Notion 10 识饒鎂錕缢灩筧嚌俨淒 2 3 3 Difference in Business Etiquette 11 VI 凍鈹鋨劳臘锴痫婦胫籴 PART THREE PROPER STRETAGIES TO DEAL WITH THE CULTURAL DIFFERENCES IN BET 13 恥諤銪灭萦欢煬鞏鹜錦 3 1 REQUIREMENTS FOR TRANSLATORS 13 鯊腎鑰诎褳鉀沩懼統庫 3 2 TREATING CULTURAL DIFFERENCES CORRECTLY 13硕癘鄴颃诌攆檸攜驤蔹 3 3 REINFORCING CULTURAL EXCHANGE 14 阌擻輳嬪諫迁择楨秘騖 CONCLUSION 15 氬嚕躑竄贸恳彈瀘颔澩 WORKS CITED 16 万方科技学院本科毕业论文 1 Introduction International corporation and communication are gaining increasing development since China entered into World Trade Organization Business English as a bridge linking China and foreign countries is playing a more crucial role and is gaining increasing popularity 釷鹆資贏車贖孙滅獅赘 Business English Translation involves the conversion of two different cultures Although culture is very complicated we can roughly classify it into three categories in scope a material culture which refers to the natural environment b instituted culture which refers to social system religious system customs and national psychological etc c mental culture which refers to people s mentalities and behaviors their beliefs perceptions concepts of value thought patterns etc The cultural differences have greatly affected the various aspects of business activities and determine the success or failure of business activities Unsuccessful business translation will not only bring significant economic losses but will also affect the image of the enterprise and even the country From home and abroad Business English Translation Research although the translator noted the impact of the cultural differences for translation between East and West it is still a lack of systematic attention to cultural differences there is also a unilateral cognition Which will make the readers get unnecessary misunderstandings To do an excellent translation work it is even more important to grasp two cultures than to master two languages because the word will materialize its meanings only in a particular culture Therefore it is extremely necessary to understand the cultural difference in the background of globalization In order to master English and successfully complete the task of Business English translation from English into Chinese successful know about the cultural differences is essential Therefore in this paper the author attempts to discuss the problem of translation of business English from the cultural perspective in detail 怂阐譜鯪迳導嘯畫長凉 万方科技学院本科毕业论文 2 Part One Survey of Cultural Differences and Business English Translation谚辞調担鈧谄动禪泻類 Now the economy is becoming more and more globalized and the culture is becoming more and more integrated People need communicate between different national cultures geography characteristics of the times while during the process of exchange translation is very important The translation s origin is the exchanging of culture while communication and cultural exchanges result the translation 嘰觐詿缧铴嗫偽純铪锩 1 1 Definition of Cultural Differences Over the years different scholars have different opinions towards the definition of cultural differences and it has been defined in many ways However most of these definitions put emphasis on different aspects of cultural differences 熒绐譏钲鏌觶鷹緇機库 According to the definition put forth by Nida cultural differences refer to the differences between historical heritage social customs and cultural tradition between different countries and religions which are the reflection of the history developing From the above explanation we may have an understanding about the culture on the whole Cultural differences is broad and it involves many aspects so it is very difficult to give an accurate definition Generally speaking we can consider that Cultural differences refers to the different cultural values different thought pattern different social norms and different communication styles among different people from different countries and cultural backgrounds 鶼渍螻偉阅劍鲰腎邏蘞 1 2 Importance of Business English Translation In the background of economic globalization business activities have becoming more and more frequently It is said that there are almost 1 6 billion people who use English as their first language or second language and most of them use business English everyday in the world Therefore the business English translation plays an important role in the progress of 万方科技学院本科毕业论文 3 communication 纣忧蔣氳頑莶驅藥悯骛 In 2010 Shanghai Expo will be held in Shanghai China At that time many enterprises and economic organization will come to invest in China thus Chinese enterprises may get lots of opportunities to grow and develop Therefore when communicating with foreign investors the business English is very important 颖刍莖蛺饽亿顿裊赔泷 However during the progress of communication someone who is not familiar with English may counter lots of trouble On this condition the business English translation is in badly needed for them 濫驂膽閉驟羥闈詔寢賻 1 3 The Interaction of Cultural Differences and Business English Translation 銚銻縵哜鳗鸿锓謎諏涼 With Chinese reform and opening up policy are pushing forward continuously the business activities between China and the world are becoming intensive and frequent Thus business English translation is marked with strong cultural consciousness Someone believes that anyone who is competent in English is able to deal with the translation That is just the wrong attitude result in the failure of translation 挤貼綬电麥结鈺贖哓类 For example six is an unpopular figure and people regard it as an unlucky number in western culture However in China people often use the number 6 as the trademark of commodities which they think it can bring good fortune such as 666 金六福 and so on When these products are exported to the western countries they will receive a cold welcome The reason is that six is also a symbol of devil in the western culture 赔荊紳谘侖驟辽輩袜錈 The above example shows how important cultural differences mean to business English translation So it is critical to pay special attention to cultural differences for the translator Thus the failure of translation will be reduced and avoided on a certain degree 塤礙 籟馐决穩賽釙冊庫 万方科技学院本科毕业论文 4 Part Two A Detailed Analysis of the influences of Cultural Differences裊樣祕廬廂颤谚鍘羋蔺 Nowadays a number of products have been exporting to the international market However most of them fail to capture the market The reason for that mainly lies in the improper marketing strategies and advertising campaigns In other words the neglect or unawareness of cultural differences can result in the failure 仓嫗盤紲嘱珑詁鍬齊驁 2 1 Trademark Trademark is the sign of product which plays an important role in sale It is the concentration of commodities distinct characteristics the core of commodities culture and the powerful weapon for an enterprise to participate in international competitions It is not only a logo also a lure the final goal of which is to attract customers and sell commodities The well known trademark often guarantees the products quality which is a symbol of the reasonable price and good service Trademark translation conforms to the conception of semi logy Trademark translation is the process from decoding to coding and the process of re creating and further processing That is to say trademark translation is the transplantation of two kinds of cultures A good trademark translation may bring an enterprise huge wealth whereas a bad one may let an enterprise suffer great loss Therefore an enterprise s future is closely linked with trademark translation At the same time trademark translation can widen the linguistic research field enrich the connotation of linguistics and accelerate the combination of linguistic theoretic research and its practical application 绽萬璉轆娛閬蛏鬮绾瀧 2 1 1 Ambiguity of Trademark When we export products to foreign countries we always overlook the culture shocks As a result these neglects make the trademarks unpopular and affect the sales of products 骁顾 万方科技学院本科毕业论文 5 燁鶚巯瀆蕪領鲡赙 Sprite is the meaning of wizard and goblin in English At the eve of Halloween children often dress themselves up as wizards or monsters and ask for candy from house to house However in China the wizard and the fairy is symbol of evil That will not be acceptable to consumers by the literal translation Therefore the trademark of 雪碧 can be accepted by consumers easily in China which makes the consumers have a cool feeling Another translation happens to be politically inappropriate When introduced to foreign countries the Chinese trademark of canvas shoes 大鹏 is rendered as ROC which is a sort of giant bird in Arabic fables However ROC happens to be the abbreviation of Republic of China Obviously the translation stirs up inappropriate political associations 瑣钋濺暧惲锟 缟馭篩凉 2 1 2 Inelegance of Trademark As we all know the same words in different backgrounds may have different meanings However many translators usually overlook this problem during the process of translation of the logos 鎦诗涇艳损楼紲鯗餳類 For example Translation by using Chinese phonetic letters coincides with English words with derogatory sense The typical example is 马戏扑克 The version Maxi Puke reminds the English consumers of something revolting and unpleasant for maxi means big in English and puke indicates vomited food or drink 栉缏歐锄棗鈕种鵑瑶锬 As we all know 雄鸡 is a trademark name for a clock in China this trademark is not only indicates the function of the clock but also fits for Chinese culture Moreover cocks are mascots in ancient China and they are always used on ceremonial occasions But for the westerners the word cock contains obscene meaning and it is usually avoided in formal English If the producers in China use cock as the trademark name the image of the product may be damaged When exporting to the western market the original English trademark name for the 雄鸡 was Golden Cock but changed into Golden Rooster latterly This trademark name is more suitable and attractive for the westerners 辔烨棟剛殓攬瑤丽阄应 万方科技学院本科毕业论文 6 So we should pay more attention to the translation of the elegant name of trademarks on condition that we understand the cultural differences 峴扬斕滾澗辐滠兴渙藺 2 1 3 Misunderstanding of Trademark It is not enough for advertising translators only to know the literal meaning of an ad for it may be endowed with extended meaning and cultural implication Fully competent advertising translators are supposed to have a good command of religions traditions ethnic attitudes the spirit of community and purchasing habits of the target countries Otherwise the translated ads might go against the original intention of the producers 詩叁撻訥烬忧毀厉鋨骜 In the western culture peacock is considered as an unlucky animal It is often used to describe a person who is walking on air So in western countries if we use the word peacock as the trademark the misunderstanding may occur so the 孔雀 TV set does not use the trademark Peacock but Uranus which is a name of a star On the contrary peacock is an auspicious animal for the Chinese because people believe it is a good sign that peacock spreads its tail Therefore many Chinese commodities like to use the trademark name 孔雀 for example one Chinese watch trademark 孔雀 则鯤愜韋瘓賈晖园栋泷 The Shanghai produced pen trademark as 白翎 could receive welcome in English speaking countries for the trademark is translated as White Feather Unfortunately white feather is a symbol or mark of cowardice in English It derives the connotation from the belief that white feather in a gamecock s tail is a sign of a poor fighter The English idiom show the white feather means sneak away at a critical juncture Therefore white feather is used to represent caitiffs The translation nullifies the strengths of the company on the international market and becomes a disadvantage that fails to serve the interests of the producers or those of the distributors 胀鏝彈奥秘孫戶孪钇賻 2 2 Advertisements Following the economic enhancing the economy becomes global and every nation s 万方科技学院本科毕业论文 7 products come to the world market Therefore the advertisement plays a decisive role Advertisement is closely related to the culture The purpose of an advertisement is to persuade target customers to buy the advertised products or services Thus it is a most important task to be aware of the differences between Chinese culture and western culture Some defects and even unsuccessful advertisements are made because of the poor quality of translation This paper proceeds from problems in advertising translation that the translators do not have a good command of the nation specific culture and is too adhesive to the advertisement s superficial meaning while there are a lot of cultural factors hidden in the present advertising translation In fact advertisement translation requires more than just rendering sentences into another language Translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture Cultural differences greatly affect the advertisements and the sale of products because people have different cultural values thought patterns and aesthetic standard which influence people s judgment between East and West 鳃躋峽祷紉诵帮废掃減 2 2 1 Different Cultural Values Culture values can be classified into many categories but we would like to discuss about collectivism and individualism because they are the main factors which can determine the success or not in the intercultural business communication Let us take a look at the differences between collectivism and individualism 稟虛嬪赈维哜妝扩踴粜 Chinese culture puts emphasis on the values of collectivism so the advertisements of Chinese products also put emphasis on family and affection Take the advertisement of 孔府 家酒 for example this trademark name reminds people of family and affection Therefore it fits for