中西方文化差异对广告翻译的影响

1、AcknowledgementsI owe my profound gratitude to my supervisor, Ms. Yan Rongli, for her valuable suggestion, patience, and warm-hearted attitude in this paper. With her effort in reading, correcting and polishing this paper, I have fulfilled this paper with passion and creation.Also, I would like to t

2、hank my beloved faculties in XianYang Normal University for their encouragement and motivation. It really inspired me a lot in finishing this paper and helped me so much in understanding the culture.Last but not least, a special appreciation goes to one of my beloved friends, who is with wisdom and

3、knowledge, showing me so much of the cultural things between the Chinese and the western countries. It is definitely a constant source of my strength.AbstractIn the midst of the international exchange, advertisements, a main social media, plays a major role and have been applicated in peoples daily

4、life more and more widely. Advertising is not only an economic activity but also a cultural exchange. As a cultural product, it shows the differences between Chinese and the West very directly in English-Chinese translation. Starting from the definition and the functions of advertisements, this arti

5、cle mainly focuses on the differences between Chinese and the West from the aspects of five cultural factors: different trope, different thinking mode, different historical background, different views of value and aesthetic sense. In order to propagate the advertisements vividly to the people , this

6、 paper will introduce the influence of cultural shock on advertising translations in details and provide some practical translation skills.Key Words: cultural differences; advertisements; advertising translation摘 要在国际交流的过程中, 广告作为一种公众媒体传播手段，在人们的日常生活中得到越来越广泛的应用。广告不只是一种商业经济活动，更是一种文化交流。广告作为文化产物，非常直观地展现了

7、中西方文化的不同。本文从广告的定义及功能入手，主要讨论了中西方文化差异的五个方面：语言修辞，历史背景，思维模式，价值观念和审美情趣。同时，为了将广告生动地传播给中西方各国的民众，文章进一步就中西方文化差异对广告翻译的影响进行了详细分析，并提出了一些有效的翻译技巧。关键词：文化差异；广告语；广告翻译ContentsTOC o 1-3 h z u HYPERLINK l _Toc451764745 1. Introduction 1HYPERLINK l _Toc451764746 2. An overview of Advertisement 1HYPERLINK l _Toc451764747

8、 2.1 Definition of Advertisement 1HYPERLINK l _Toc451764748 2.2 The Functions of Advertisement 2HYPERLINK l _Toc451764749 2.2.1 Economic Function 2HYPERLINK l _Toc451764750 2.2.2 Ideological Function 2HYPERLINK l _Toc451764751 3. The Features of Advertising Language 3HYPERLINK l _Toc451764752 3.1 Co

9、mmon Use of Metaphors 3HYPERLINK l _Toc451764753 3.2 Common Use of Exaggerations 3HYPERLINK l _Toc451764754 3.3 Common Use of Simple sentences and Elliptical Sentences 3HYPERLINK l _Toc451764755 3.4 Common Use of Puns 4HYPERLINK l _Toc451764756 4. Cultural Differences in English and Chinese Advertis

10、ing 5HYPERLINK l _Toc451764757 4.1 Different Regional Environment 5HYPERLINK l _Toc451764758 4.2 Different Thinking Mode 5HYPERLINK l _Toc451764759 4.3 Different View of Value 5HYPERLINK l _Toc451764760 4.4 Different Aesthetic Sense 6HYPERLINK l _Toc451764762 5. Translation Methods of English Advert

11、isements from the Perspective of Cultural Differences 7HYPERLINK l _Toc451764763 5.1 Translation Principle 7HYPERLINK l _Toc451764764 5.1.1 Smoothness 7HYPERLINK l _Toc451764765 5.1.2 Faithfulness 8HYPERLINK l _Toc451764766 5.1.3 Conciseness 8HYPERLINK l _Toc451764767 5.2 Translation Techigues 8HYPE

12、RLINK l _Toc451764768 5.2.1 Paraphrase 8HYPERLINK l _Toc451764769 5.2.2 Transliteration 9HYPERLINK l _Toc451764770 5.2.3 Free Translation 9HYPERLINK l _Toc451764771 5.2.3 Imitative Translation 10HYPERLINK l _Toc451764772 5.2.4 Avoidance of Culture Taboos 11HYPERLINK l _Toc451764772 5.2.5 Adherence o

13、f Target Language Habits 11HYPERLINK l _Toc451764773 6. Conclusion 11HYPERLINK l _Toc451764774 Bibliography 12The Influence of Cultural Differences on English-Chinese Translation of Advertisements1. IntroductionAdvertising, the international commercial language, is a widely used medium of communicat

14、ion in modern society, and it is penetrating every corner of peoples life as the embodiment of commerce. Advertisement plays an important role in introducing foreign commodities to domestic customers and promoting domestic commodities to foreign customers. The purpose of advertising translation is s

15、ubordinate to the purpose of advertising, in other words, to the advertisers sales strategy. It is because the advertiser is targeting a foreign market that the advertising translation is involved. The main point is that the advertisings effectiveness depends on weather the translator could overcome

16、 the cultural difference.Therefore, the translator needs not only a solid foundation of language but also an in-depth understanding of the two countries culture. As a carrier of information, the translation of an advertisement should be distinctive, attractive, positive, readable and memorable. The

17、purpose of an advertisement determines that its language must help to promote purchasing sell power, memory value, attention value and readability.2. An overview of AdvertisementIn recent years, following the trend of globalization, goods from one country flow more frequently and freely into another

18、. Thus advertising translation is becoming a fast growing industry in modern society. Before advertising translation is studied, it is necessary to know what is advertisement and what functions it has.2.1 Definition of AdvertisementThe terms “advertisement” and “advertising” have, at their root, a L

19、atin name “advertere” meaning “turn towards”, so advertisement is born to be a communication tool with the aim of reaching its intended audience. Today it is generally defined as paid, non-personal, publiccommunication (http:/definition/communication.html)aboutcauses (http:/definition/cause.html),go

20、ods and services (http:/definition/goods-and-services.html),ideas (http:/definition/idea.html),organizations (http:/definition/organization.html), people, andplaces (http:/definition/place.html), throughmeans (http:/definition/mean.html)such asdirect mail (http:/definition/direct-mail.html),telephon

21、e (http:/definition/telephone.html), print, radio, television, andinternet (http:/definition/internet.html). （Oxford Dictionary, 26）As integral part ofmarketing (http:/definition/marketer.html), advertisements arepublic notices (http:/definition/public-notice.html)designed (http:/definition/design.h

22、tml)to inform and motivate. Theirobjective (http:/definition/objective.html)is to change (http:/definition/change.html)the thinkingpattern (http:/definition/pattern.html)(orbuying behavior (http:/definition/buying-behavior.html) of therecipient (http:/definition/recipient.html), so that he or she is

23、 persuaded to take theaction (http:/definition/action.html)desired by the advertiser. When aired on radio or television, an advertisement iscalled (http:/definition/call.html)acommercial (http:/definition/commercial.html).2.2 The Functions of AdvertisementGenerally speaking, the functions of adverti

24、sement fall into two categories: the economic function and the ideological function to reach its persuasion purpose.2.2.1 Economic FunctionThe economic role of advertisement may be its primary role. It bridges markets, products and consumer goods to the public and thus to support the free economy. I

25、t can help the consumers to identify and differentiate products and build brand preference and loyalty. The aim of advertisement from ODonnell is to “capture the attention of the mass audience by means of a short message and persuade them to buy the product”.(ODonnell, 106) It is also evident in the

26、 long-running Ivory Soap advertising campaigns. The advertisers, Procter and Gamble, have linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since

27、 it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis for persuading consumers. Different benefits are important to different customers. Thus, to realize its full potential as a persuasive tool, advertising must often be tailored to emphasize tho

28、se benefits that are important and meaningful for a particular type of customer or a particular use of the product.2.2.2 Ideological FunctionTo make an in-depth study, it is found that advertisement involves social values and attitudes. Nowadays, more and more advertisement adopts the style of emoti

29、on appeal. They suggest customers concerns about relationship, customers sense of social status, happiness and contentment and many others. It may be said that the advertisement is a mirror of ideology and culture. By imposing images on the products and services, advertisement can influence customer

30、s attitudes and feelings and meet their ideological needs so as to persuade them to act. For instance, some advertisers claim that the consumption of their products will give youth, love, social acceptance etc.3. The Features of Advertising LanguageThe wide use of advertising has created a special s

31、tyle of language. Its unique features and immense attraction separate it from other kind of language. In the development of advertising, this kind of language has formed its own features in several aspects.3.1 Common Use of MetaphorsMetaphor, perhaps the most important figure of speech, employs word

32、s to express something distinct from their literal meaning, namely, one thing is described in terms of another in order to suggest resemblance or analogy between them. A metaphor in advertisement can give the target audience sensuous pleasure and aesthetic feeling. For example:Dream your night away.

33、 Drive your dream away.Your chance to drive a dream made in Germany (Regent International Hotel)Although there is no detailed tenor in this advertisement, consumers can still be led to dream that they are enjoying the life of good taste in Regent International Hotel.3.2 Common Use of ExaggerationsEx

34、aggeration is used in advertising commonly. Deliberately exaggerated rending the carpet market goods, but reasonable, the image of the ad more prominent and impressive. For example,Take TOSHIBA, take the world.拥有东芝，拥有世界(Toshiba Electronics). To promote products and build up the image in the minds of

35、 consumers, the advertising will inevitably exaggerated. In fact, the language of advertising, exaggerated use of an extremely broad to meet peoples adventures, psychological, and thus left a deep impression to the reader. More than two ads use exaggerated rhetorical devices, ingenious manifestation

36、 of the goods of exceptional quality.3.3 Common Use of Simple sentences and Elliptical SentencesAn advertisement must pay attention to its impelling language, and the first step is to use popular and oral language to make it easy to understand and memorize. I will get better effect by using simple o

37、r elliptical sentences than compound sentences. For example :“Its for a life time”. This advertising is for a brand of watch. This piece of advertisement is designed with only four words, but the meaning is clear and unforgettable. It emphasizes that the product is durable in use, which could be ser

38、ved as “life time”, and shows its rare and precious. The advertising is definitely to reach its purpose: to be memorized by customers.Elliptical sentences are also commonly used in English advertising because they show the advantages of the products more lively and concisely. The subject and verb ar

39、e sometimes omitted. For example: Smooth, rich, rewarding (More cigarette).Only by adopting three adjectives as this cigarette advertising tries to show us more information. “Smooth” indicates the more More you smoke, the more comfort you will get. Rich means the value of More. Rewarding that you de

40、serve to own it. This advertising has also met its expected effect.3.4 Common Use of PunsA pun is a humorous play on words, sometimes on different senses of the same word and sometimes on the similar sense or sound of different words. As advertising space is costly, puns are highly economical (two m

41、eanings for the price of one word or phrase) and are in fact much more of a labor-saving device. For example,Spoil yourself and not your figure. (Weight-Watcher ice cream)Less bread. No jam. (London subway)In the first example, “spoil oneself” means that “enjoy oneself to hearts content” while “spoi

42、l ones figure” refers to the overweight. It indicates that the ice cream is delicious and doesnt contain much fat. In the next example, “bread” is, in fact, “the money” and “jam” refers to “traffic jam”. Although at first glance, people would consider “bread” and “jam” as food，on second thoughts, th

43、e real meaning of this advertisement is that “if you travel by London Transport, it will cost you less and you will not suffer in traffic jams.”4. Cultural Differences between English and Chinese AdvertisingThe differences between the Chinese and the western in their culture are among language and o

44、ther cultural aspects such as regional environment, view of value, etc. And the differences reflecting on advertising are quite obvious.4.1 Different Regional EnvironmentThere are some different customs between China and the West. For example, a translator translated a product “藕粉” into Lotus Root S

45、tarch. When the product and its English version were introduced to foreigners, but few foreigners are willing to buy them. Although Chinese know they are once submitted to the emperor in the ancient time, foreigners dont know it. Above all, eating much starch can get fat easily, and many foreigners

46、are worried to get fat. Later, after the word starch has been changed into the words powder or putting, the number of buyer increases obviously.Another example, about the translation of 轻松减肥片. At first, its translation was Obesity-reducing Tablets, Americans think its only suitable for the obese per

47、son, so lots of fat persons who are not corpulent patients, are willing to buy it, afraid of losing face. Actually, this medicine can not only treat corpulent sick, but also can reduce weight. In order to cater to interest of the western customers, the translator changed it into Slimming Pills, and

48、sales volume increased rapidly.4.2 Different Thinking ModeAdvertising can clearly reflect on mode of thinking. In Chinese advertising, the important point is usually expressed in the end because Chinese people are implicit and tend to think in a spiral way. On a contrary, fewer words are used in Eng

49、lish advertising in which the main idea is put at the beginning, which accords to the straightforward character of western people. Influenced by the thinking mode of the West, English advertising is usually simple and concise with direct expression, which makes them forthright and sincere, unreserve

50、d and clean. In Chinese traditional culture, more implicit expression more show its connotation and accomplishment.For instance, Coke Cola advertising slogan: Obey your thirst, from the perspective of English advertising is very direct and forthright. This advertising is a rallying cry to those who

51、relentlessly follow their passions wherever they may lead and it is related to individualism. It conforms to the westerners, especially American-style expression. Sprite of Chinese advertising version “透心凉，心飞扬”is kind of implicit and much more smooth with less passion than the English version but mo

52、re peace. It shows how the Chinese character is.4.3 Different View of ValueAccording to Rokeach, values are “a learned organization of rules for making choices and for resolving conflicts.” Values are abstract and general as culture. They can not be seen or touched, but they can be felt through cult

53、ure. The values of Chinese culture possesses profound spirits of humanism. (Rokeach, 106) Peoples values are acted in “introspection” and “restraining oneself” and they pay attention to the peace, harmony, so the Chinese advertising language shows the reservation deeply and smoothly. On the contrary

54、, the westerns pay more attention to the external form of the product advertised and focus on sensory effects. Western advertisements advocate freedom, independence and individuality, emphasize especially distinctive characteristics. For example,Nestles ad: 雀巢咖啡伴侣：默默奉献，为香浓加分！ This ad emphasizes cont

55、ribution spirit. However, in America, its corresponding ad is: coffees perfect mate! The meanings of the word mate are male friend, fellow, worker or companion in English. Whats actually meant is that the relation between coffee and coffee mate is equal, and if they two cooperate, sweet-smelling and

56、 delicious coffee can be created. In this ad, if it is translated into English directly, it will not leave favorable impression. Because Americans hold that everyone is equal, and they advocate freedom and individualism. The terms默默奉献 will make them have a relevance, that is: Lose one and follow blindly other people. This behavior is not advocated in American culture, and it runs counter to the spirit of humanitarianism and liberalism. From this exampl