英语广告的语言特点及汉译【开题报告-文献综述-毕业论文】

1、毕业论文开题报告英语英语广告的语言特点及汉译一、论文选题的背景、意义（所选课题的历史背景、国内外研究现状和发展趋势）在世界经济全球化的环境下，广告和广告翻译越来越显得重要。广告正以其独特的魅力影响着社会生活的方方面面。然而，中国的广告翻译研究刚刚起步,传统的翻译理论不能满足翻译广告这种特殊实用文体的要求。这导致在英语广告语的翻译中经常会由于对中英语音特点的不熟悉，对语义的误解以及忽略句法上的差异而导致英语广告语的翻译不尽如意。这极大影响了我国对外交流的国际形象。因此，本文试图对广告语语言特点与汉译作一研究。一些学者指出规范的我国广告语翻译是我国翻译界的一个严峻的课题，学术界对此研究不够。我国广

2、告语翻译亟待规范、翻译水平急需提高，重视和加强对这一问题的研究得到与会专家和学者的一致认同。为适应社会经济发展的需要，我国的大中小城市都在致力于英汉双语广告语的建设，特别是一些旅游目的地，大量采用英汉两种语言的广告语语。因此，广告语翻译所产生的任何歧义、误解、滥用，都会导致不良的“国际影响”。双语广告语在实际使用过程中往往并没有按照人们的良好愿望服务、便利公众的方向发展，而成了城市的“牛皮癣”，一些大的城市市政府开始出面纠错，组织管理者、专家和社会公众对城市的广告语翻译进行“纠错”和“规范”。二、研究的基本内容与拟解决的主要问题广告语有着自身的语言文字特征和社会语用特征。但由于语言和文化的不同

3、，英语广告语在汉译时经常出现语用失效问题。这些问题主要表现在语用语言失误和社交语用失误两方面，如词汇语用意义和语用规则的不对应、价值观念引发的不同联想以及民族文化缺省等。要想使汉译的广告语表达相应的语用功能，在翻译时就要对这些差异给予充分考虑。译文语言不规范是广告语汉译存在的一个主要问题。有时由于译者对中英语音特点的不熟悉，对语义的误解以及忽略句法上的差异而导致广告并没有达到预期意图。另一方面，常常由于一些译者在翻译时易于拘泥于汉语原文的字面意思，从而产生一些不准确的译文。广告语的翻译虽然有规范的中文广告语可以借鉴，但在具体应用时也应该考虑语境，不能生搬硬套，这样才能保证译文准确。忠实性，吸引

4、性和可接受性也是广告语汉译所必须遵守的三条原则。因此，在英语广告语的翻泽过程中，我们应当注意把握这三条原则，既要使译文规范，又不能生搬硬套;既要创新，又要保证译文准确。我们应当广告语的中文译文为商品锦上添花，而不是给它的脸上抹黑。做到熟知广告语的语言特点，力求译文简洁明了，了解广告语的功能意义，尽量遵循借译原则，掌握英汉文化差异，将译文读者的文化习惯放在首位。三、研究的方法和技术路线对目前广告语的汉译现状进行调查研究，并试图阐述广告语汉译问题的重要性和必要性。通过对嘉兴各产品广告语翻译的分析，归纳总结出广告语汉译的几个主要问题，分析产生问题的原因，在此基础上提出解决方法及改善意见。在研究过程中

5、，我看了很多相关文章及书籍，并通过互联网获取了很多有用的信息，以帮助完成这一论文的写作。此外，我还进行了相关调查，走访了嘉兴地区的一些大型超市，记录了典型广告语的翻译。研究难点在于英文文献比较难找，对于该课题的研究比较少，可以参考的资料比较少。目标是通过对超市进口产品广告语汉译问题的研究分析，提出解决的策略以及对今后发展的建议，希望能对广告语的正确翻译起到一定的作用。四、论文详细工作进度和安排2010年10月下旬选题2010年11月上旬下达任务书2010年11月下旬开题2010年12月中旬提交开题报告，文献综述2011年2月上旬开始论文写作2011年3月底前提交论文初稿2010年4月底前完成初

6、稿、二稿2011年5月上旬完成三稿2011年5月中旬最终定稿，提交按要求装订的论文终稿一式三份，参加论文答辩。五、主要参考文献Cook.G. The Discourse of Advertising M.London: Routledge, 1992.Gre y Mayers. Words in Ads M. London: Gre en Ga te Publishing Services, 1994. Le ech.G.N. The La ngua ge in Advertising M.London: Longman Group Limite d, 1966. Nida , E.A. Dy

7、na mic Equiva lence in Tra nsla tion J. Stanford University Press, 1993.Shuttleworth, M&Cowie. Dictiona ry of Tra nsla tion Studies M. Manchester: St.Jerome, 1997.Thoma s Jenny. Cross-cultura l Pra gma tic Fa ilure in Applied Ling uisticsM. London: Oxford University Press,1983.Vestergaard, Torbe n&S

8、chroder, Kim. The La ngua ge of Advertising M. Oxford: Basil Blackwell Publisher Ltd, 1985.胡壮麟. “语言、认知、隐喻” J . 现代外语，1997（4）: 51. 刘宓庆. 文体与翻译 M . 北京：中国对外翻译出版公司，1985. 宁建新，陈观亚. 实用广告英语 M . 郑州：河南人民出版社，1997. 钱瑗. 英语实用文体学 M . 北京：北京师范大学出版社，1991.肖新英. 英语广告语篇特点与翻译 D . 上海师范大学硕士学位论文，2005. 夏雷. 英语广告的语言特色 D . 上海师范大学硕

9、士学位论文，2003. 杨荣琦，陈天红. 广告英语与欣赏 M . 武汉：华中理工大学出版社，1995. 余富斌. 英语修辞概论 M . 南昌：江西高校出版社，1996.赵静. 广告英语 M . 北京：外语教学与研究出版社，1992.毕业论文文献综述英语英语广告的语言特点及汉译一、前言部分（说明写作的目的，介绍有关概念，扼要说明有关主题争论焦点）随着经济全球化的发展，英语广告语变的越来越重要，它几乎出现在我们的日常生活中的每个角落。由于国际间的频繁合作，外国产品不断涌现在中国市场，英语广告语也大量的出现在了中国，这大力促进了英语广告语的翻译。广告语的主要功能是：引起消费者的注意，激起消费者的兴趣

10、，诱发消费者的欲望，加强消费者的记忆并促成消费者的行动。但是在英语广告语的翻译中经常会由于对中英语音特点的不熟悉，对语义的误解以及忽略句法上的差异而导致英语广告语的翻译不尽如意。这极大影响了我国对外交流的国际形象。因此，有必要对这一课题进行系统的研究。本项研究旨在为翻译、教学研究机构提供广告语翻译与使用方面的建议，促进英语广告语的引进、翻译与使用。如何理解，评估并创作英语广告，这对我们大多数人来说，是一个富有挑战性的课题。本论文首先从词汇，句法以及修辞特点三方面介绍了英语广告语的语言特点，然后着重针对英语广告语翻译所存在的问题提出了相应的解决方法。二、主题部分（阐明有关主题的历史背景、现状和发

11、展方向，以及对这些问题的评述）“广告”一词来源于拉丁文adteurture，其基本含义是“注意”、“诱导”、“披露”，后来演变为英语的advertise，也就是采用特定的手段使人注意某事物，这里的事物往往是指商品。19世纪70年代，在日本出现了与advertising意义相对应，且借形于汉字的“广告”一词。19世纪末20世纪初，该词传入我国。西方的广告业不仅历史悠久，而且也非常发达，商家早就大肆地利用广告的价值宣传产品，为产品增值。广告几乎充斥着人们的生活，塞满了人们的视听，这正如法国广告评论家罗贝尔格兰所说：“我们呼吸的空气是由氧气、氮气和广告组成的。”广告在我国虽然产生很早，但发展一直缓慢

12、，1979年以后广告业才逐渐复苏。现在随着商品生产日益发展、商品经济日益繁荣，传播手段也不断革新。如今，在我国，广告越来越发挥出其真正的价值和作用，广告已经渗透到人们生活的各个领域，无时不在，无处不在。可以毫不夸张地说，现代人生活在广告的海洋里，“连呼吸的空气里都含有广告的成分”（大卫奥格威语）。然而由于由于语言和文化的不同，英语广告语在汉译的时候经常出现语用失效问题。这些问题主要表现在语用语言失误和社交语用失误两方面，如词汇语用意义和语用规则的不对应、价值观念引发的不同联想以及民族文化缺省等。要想使汉译的广告语表达相应的语用功能，在翻译时就要对这些差异给予充分考虑。译文语言不规范是广告语汉译

13、存在的一个主要问题。有时由于译者对中英语音特点的不熟悉，对语义的误解以及忽略句法上的差异而导致广告并没有达到预期意图。另一方面，常常由于一些译者在翻译时易于拘泥于汉语原文的字面意思，从而产生一些不准确的译文。广告语的翻译虽然有规范的中文广告语可以借鉴，但在具体应用时也应该考虑语境，不能生搬硬套，这样才能保证译文准确。三、总结部分（将全文主题进行扼要总结，提出自己的见解并对进一步的发展方向做出预测）在过去几十年中，广告语的汉译一直都没得到应有的重视，翻译错误不断，无人问津，但随着中国改革开放，经济突飞猛进，英语广告语逐渐流行起来，也越来越受到各界的关注。忠实性，吸引性和可接受性也是广告语汉译所必

14、须遵守的三条原则。因此，在英语广告语的翻泽过程中，我们应当注意把握这三条原则，既要使译文规范，又不能生搬硬套;既要创新，又要保证译文准确。我们应当广告语的中文译文为商品锦上添花，而不是给它的脸上抹黑。做到熟知广告语的语言特点，力求译文简洁明了，了解广告语的功能意义，尽量遵循借译原则，掌握英汉文化差异，将译文读者的文化习惯放在首位。四、参考文献（根据文中参阅和引用的先后次序按序编排） Cook.G. The Discourse of Advertising M.London: Routledge, 1992.Gre y Mayers. Words in Ads M. London: Gre en

15、 Ga te Publishing Services, 1994. Le ech.G.N. The La ngua ge in Advertising M.London: Longman Group Limite d, 1966. Nida , E.A. Dyna mic Equiva lence in Tra nsla tion J. Stanford University Press, 1993.Shuttleworth, M&Cowie. Dictiona ry of Tra nsla tion Studies M. Manchester: St.Jerome, 1997.Thoma s

16、 Jenny. Cross-cultura l Pra gma tic Fa ilure in Applied Ling uisticsM. London: Oxford University Press,1983.Vestergaard, Torbe n&Schroder, Kim. The La ngua ge of Advertising M. Oxford: BasilBlackwell Publisher Ltd, 1985.胡壮麟. “语言、认知、隐喻” J . 现代外语，1997（4）: 51. 刘宓庆. 文体与翻译 M . 北京：中国对外翻译出版公司，1985. 宁建新，陈观亚

17、. 实用广告英语 M . 郑州：河南人民出版社，1997. 钱瑗. 英语实用文体学 M . 北京：北京师范大学出版社，1991.肖新英. 英语广告语篇特点与翻译 D . 上海师范大学硕士学位论文，2005. 夏雷. 英语广告的语言特色 D . 上海师范大学硕士学位论文，2003. 杨荣琦，陈天红. 广告英语与欣赏 M . 武汉：华中理工大学出版社，1995. 余富斌. 英语修辞概论 M . 南昌：江西高校出版社，1996.赵静. 广告英语 M . 北京：外语教学与研究出版社，1992.（ 20 _届 ）本科毕业设计英 语英 语 广 告 的 语 言 特 点 及 汉 译La nguage Cha

18、racteristics and Chine se Tra nslation of English Advertising摘 要在世界经济全球化的背景下，英语广告的翻译变得越来越重要。如今它几乎存在于我们 日常生活中的每个角落。尽管国内对广告进行了大量的翻译实践，然而对此领域的理论研究 还相对滞后。本文首先从词法、句法和修辞三个层面讨论了英语广告的语言特点；接着论述 了英语广告的汉译现状，指出了汉译中存在的问题；最后根据英语广告语言的特点，提出并 例证了翻译英语广告的三条原则：忠实性、吸引性和可接受性及三种译法：音译法、直译法 和意译法。关键词：英语广告；语言特点；汉译IAb s t ra c

19、tWith the globalization of world economy, English advertisements translation is becoming more and more important and it exists in every corner in our daily life . In spite of lots of practices in English advertisements, the theoretical research in this fie ld is still re latively backward in China.

20、First, the thesis discusses the major language characteristics from three perspectives: lexical, syntactic and rhetorical aspects. Second, it probes into the current situation in Chinese translation of English advertising and points out the problems. Finally, according to the unique features of adve

21、rtising, this thesis proposes and exemplifies three principles: fa ithfulness, attractiveness and acceptability, and three methods: transliteration, lite ral translation and free translation.Ke y words: English advertising; La nguage characteristics; Chinese translation of advertisingIIContentsAbstr

22、act.1 Intr oduction42. L anguage Char acter istics of English Adver tising52.1 Lexical features of English advertising5Frequent use of monosyllabic verbs5Flexible use of coinages6Clever use of personal pronouns6Syntactic features of English advertising7Constant use of simple sentences7Common use of

23、elliptical sentences7Usual use of imperative sentences82.2 Rhetorical features of English advertising8Parody9Pun9Personification103. Chinese Tr ansla tion of English Adver tising103.1 Current situation in Chinese translation of English advertising11Unfamiliar with phonetic characteristics11Misunders

24、tanding lexical meaning11Ignoring difference in syntax123.2 Principles in Chinese translation of English advertising123.2.1 Faithfulness123.2.2 Attractiveness133.2.3 Acceptability133.3 Methods in Chinese translation of English advertising143.3.1 Transliteration143.3.2 Literal translation153.3.3 Free

25、 translation154. Conclusion16Bibliography14Acknowledgements15III1 In t r od u c t ionThe word “a dvertise ”ste ms from the La tin “a dvertere ”, meaning “to make known to the public”. Lots of scholars have reflected on the meaning of the word in different versions. Abert La sker, father of modern ad

26、vertising, says that advertising is “sa lesmanship in print”(赵静,1992:302). This definition is given a long time before the advent of radio and te levision. In deed, as Qian Yua n summarizes, advertising has become a highly powerful institution in modern society. It helps manufactures and corporation

27、s increase profits, manipulates social values and attitudes, and shapes people s life style (钱瑗,1991:17). The definition given by the American Marketing Association (AMA) seems to be more comprehensive and acceptable. “Adve rtising is the non-personal communication of information usually paid for an

28、d usually persuasive in nature about products, services, or ideas by identified sponsors through have the various media ”(宁建新, 陈观亚,1997:1-2 ). Advertising means different things to different people. Advertising is a way to bring customers into his shop for the owner of a small retail shop. Advertisi

29、ng is the creative expression for the art director in an advertising agency. Advertising is the way a firm uses the mass media to communicate to the current and potential customers for the media planner.From what have mentioned above, main functions of advertising can be learned. Just as some Britis

30、h and American studies on advertising express, the functions of advertising materials are: informative function, persuasive function, communicative function and promoting function. The first two are the main functions.With increasing communication in the world, English advertising has found its way

31、into people s life . As is known to all, the competition on the international market is fie rce, so if one company wants to stand steadily in the international market, the company must not only have good products, but a lso have a good service, a good brand reputation and a good company image. Adver

32、tising is an important way of good promotion. Howe ver, sometimes when national products enter into the international market, some translators cant provide correct and full information of the advertised products. Thus it is necessary for translators to look for better ways for English adverting tran

33、slation.Nowa days, English advertising exists everywhere and it has greatly influenced customersthoughts, and feelings. Since English advertising plays such an important role in the modern society, translators must have a good grasp of the languagecharacteristics of English advertising so that they

34、can know how it se lls goods andservices and how it perpetuates images and values. Moreover, with the development of global economy, more and more products come from foreign countries and many advertisements are written in English, so people must learn how to understand them more correctly. In this

35、thesis language characteristics and Chinese translation of English advertising will be discussed.2 . L a n g u a g e C h a r a cter i stics of E n g l i sh A d v er t i s in gAn advertisers main purpose is to present products and try their best to make the potential customers become real and actual

36、ones. Howe ver, the advertisings time is very short, so the advertising must be the most effective in the shortest time during the creative process. At the same time, if advertisers want the advertisements leave a deep impression in people s brains, they must avoid the long terms and try to use the

37、words which can be easily understood and remembered. So advertisers mustchoose the proper words and make full use of every word to attract readers attention. English advertising texts display many characteristics, such as frequent use of compounds, flexible use of coinages and clever use of personal

38、 pronouns, which will be discussed briefly and separately in the following paragraphs.2.1 L exical fea tur es of English adver tising2.1.1 Fr equent use of monosyllabic ver bsMonosyllabic verbs are short and rhythmical. The y are easy to pronounce and easy to remember. The y not only make advertisin

39、g texts concise, vivid and simple, but also save space, time and money. The words like go, use, give, ta ke, look, and so on are usually used. Le ech (1966:154) points out that in advertising language the most frequent word for “a cquisition of product”is get instead of buy. The reason for this is i

40、ts unpleasant connotations (spending money) which get does not contain. Inste ad get, ma ke, love, show, take are often used.(1) We love to fly a nd it shows (De cta Airlines)All the verbs in example (1) are monosyllabic verbs. The verb love denotes the passengerspositive attitude towards the flight

41、. The verb show makes people believethat the a irline is re liable . This piece of advertising is very simple, but when peopleread it, they feel greatly re lax and imagine they just fly in the sky.2.1.2 Flexible use of coinagesCoinage means that a new word or phrase is coined by means of imitation o

42、r by freely compounding. The y are often created with the help of some prefixes or suffixes. Usually, coinages can attract customersa ttention and meet their needs. Whats more, fre shly-made words and phrases will make people think that the product or service being advertised possesses peculiar qual

43、ities. Many words in advertisements are those newly coined, or deliberately misspelled.(2) TWOGETHER: the ultima te a ll inclusive one price sun-kissed holida y.Exa mple (2) is an advertisement which can supply the tourism vacation for couples. TWOGETHER is the distorted form of “toge ther”and both

44、of them are similar in spelling and pronunciation. He re the purpose of using “two”inste ad of “to” is to stress the couples travel together and share the happy holiday together.2.1.3 Clever use of per sonal pr onounsPersonal pronouns carry important meanings in advertisements. Guy Cook notes (1992:

45、155) that advertisers favor the use of pronouns and tend to use them in particular ways. “We ”is the manufacturer, “I”is often the people who have motives to purchase the product. “he/she”is very often the person who did not use the product. Howe ver, “You”ca n refer to many people simultaneously. U

46、sing personal pronouns cleverly can create an effect of closeness among customers. As customers, they feel more welcomed and comfortable by being called “I, you, we, he, she . etc.”From these advertisements, customers feel that the featured products are really produced for them, so they will accept

47、the products in the advertisement happily and immediately. Among the personal pronouns, the second-person pronoun “you”is most frequently used in English advertisements.(3) “Yes, you could sa y we “ve ma stered the a rt of Tha i hospita lity.”(Le Meridia n President Ba ngkok Hotel)This is an adverti

48、sement with the conversational tone. It uses two kinds of personal pronouns“you” and “we”. It makes the advertisement read more naturally and kindly and it is just like a conversation (consumer and advertiser)between two friends. Although the tone is a little rhetorical, it well behavedadvertisersse

49、 lf-confidence and it is easy to establish the good image for advertisers.2.2 Syntactic fea tur es of English adver tisingIn order to catch the addresseese yes and arouse their interests, advertisements should be attractive, simple and easy to understand. At the syntactic level we will find construc

50、tions “which cannot be generated by an English grammar but are nevertheless interpretable.”(Cook,1992:140) And it has a lso been observed by Vestergaard that advertising copy has a tendency to chop sentences into short units by using full stops where ordinary prose would use commas or no punctuation

51、 at all.(Vestergaard,1985: 22) The refore, advertisers usually pay much attention to the sentences. Simple sentences, e lliptical sentences and imperative sentences are widely used.2.2.1 Constant use of simple sentencesA simple sentence contains a simple independent clause and a ll its constituent e

52、 lements (subject, verb, object, complement, adverbial) are phrases, not clauses. Using simple sentences in advertisements not only can convey as much information as possible in limited time for the sake of space and money, but also can make the consumers remember them easily and quickly. Le ech obs

53、erves that a succession of simple sentences can produce simplicity and clarity. (Le ech,1966:219)(4) Qua lity never goes out of style.Levi“s Jea nsThis example is a simple sentence. It is smooth to read and easy to understand. In addition, it evokes readersfe e ling of intimacy and promotes consumer

54、s to buy the products powerfully.2.2.2 Common use of elliptica l sentencesElliptica l sentences are adopted easily in advertisements, because they have clear theme. According to Gre g Myers (1994:57) “The omission doesnt just le t you feel what you want, it makes you active in interpreting the sente

55、nce ”. This kind of sentence can not only make advertisements compact but also arouse readersinterests to find the omitted information. So in order to attract consumers,advertisers often make good use of e lliptica l sentences.(5) Sa fe. Ea sy. Quick a nd with Fun. (KITCHEN WONDER Vegeta ble Process

56、or)Exa mple (5) is a verbless expression made up of three adjectives and an adverbial group. This sentence may be completed like this: Using KITCHEN WONDER Vegetable Processor is Safe, Ea sy, and with Fun. Comparing the original one with the changed one, we can find the meaning or message the advertisers want to pass to customers are more clear in the original ones. Clearly, the e lliptical sentences are more concise and more forceful to the readers.2.2.3 Usual use of imper a tive sentencesUsual use of imperative sentences is a distinct phenomenon in English adve