浅析广告英语翻译策略.docx

浅析广告英语翻译策略.docx

《浅析广告英语翻译策略.docx》由会员分享，可在线阅读，更多相关《浅析广告英语翻译策略.docx（32页珍藏版）》请在冰点文库上搜索。

浅析广告英语翻译策略

、摘要

随着全球经济一体化的趋势的加快，随着科技的快速发展，世界各国企业充满机遇，也同样面临重大的挑战。

企业不在满足战领本国市场，他们都在积极的进行全球市场的开拓。

对于企业而言，广告是企业的战领市场的重要手段。

广告正在日益影响着公众的生活,因此广告翻译也受到越来越多的专家和学者的重视。

相比传统的翻译研究，广告翻译在翻译实践中参差不齐。

本文选取了广告翻译的英译中作为研究对象，旨在探索广告翻译英译中翻译策略指导理论，分析翻译策略的特点和影响因素。

尝试提出英译中广告翻译实践的策略和方法。

本文首先对广告翻译的研究现状和相关广告学概念进行介绍，然后通过几种广告语翻译进行对比，分别从广告翻译的，直译，意译，功能对等等，策略分析原文和译文的语篇特征，对其中的翻译策略进行评述，选取了16条成功的广告翻译，进行说明。

本研究表明。

广告翻译在国际和国内市场中必须充分考虑英汉两种语言的语篇差异，运用正确的翻译策略，才能得到高质量的译文。

同时，通过本文描述是不同的语言文化之间搭建相互理解，相互交流的桥梁。

使国人了解世界，加强中外文化的交流与发展，通过发现目前广告翻译中的局限性和存在的问题，强调语篇的重要性，针对目前广告翻译在市场中存在的困难提出解决方案，希望对日后的广告翻译工作有所帮助。

同时也希望大众，专家以及学者对广告翻译工作给予更多的关注与支持。

关键词：

广告翻译翻译策略语篇的重要性

、

Abstract

Withtheenhancementoftheopening-upandreformpolicy,withtherapiddevelopmentofscienceandtechnology,globalizationofeconomyhasbroughtusbothopportunitiesandchallenges.companiesdonotlimittheirambitionstothedomesticmarket,alsotheyendeavortoexpandinternationalmarketaswell.Definitely,advertisingisavitaltooltoconquerthebeachheadoftheinternationalmarket.Advertisementattractsmoreandmorepublics’attention.Andadvertisingtranslationattractsmoreandmoretranslatorsandscholars’attention.Comparedwiththetraditionaltranslationstudies,researchforthelevelofATisseriouslyinadequate.TheauthorhasresearchedATstrategies,toexploreADtheory,analysisoftranslationstrategiesandfactorsinfluencingthecharacteristics,withanattempttoidentifythemajorATpracticestrategiesandapproaches.Firstly,thecurrentresearchofATandrelatedlinguisticconceptsareintroduced,andthenATofsixteenexampleandtheirtranslationswerecompared,intermsofliteraltranslation,freetranslation,functionalequivalence,strategies,discoursefeatures.Thetranslationstrategyisreviewed,thesametimethisthesisexplainthatittakesomeexampleofATsuccessful.

ThestudyshowsthatATintheinternational-marketanddomesticmustconsidertheChineseandEnglishtranslationofthediscourse,usingthecorrecttranslationstrategiesinordertoobtainhigh-qualitytranslations.ThisresearchstudiesATforbuildingmutualunderstandingsbetweencultures,abridgeforcommunicationwitheachother,sothatpubliccanunderstandtheworld,toenhanceculturalexchangeanddevelopment.ThestudyfindsthatthecurrentlimitationsofATandproblems,emphasizingtheimportantofdiscourseawareness,forthecurrentdifficultiesofChineseandWesternexchangeasasolution.ItishopedthattheworkonfutureATcanhelp,andthattheATwillreceivemoreattentionandsupport.

Keywords:

advertisingtranslation;translationstrategy；theimportantofdiscourseawareness

TableofContents

Pages

1.Introduction…………………………………………………………..

1.1Researchbackground............................................................................................

1.2Objectivesoftheresearch......................................................................

1.3Significanceoftheresearch...................................................................

1.4Organizationofthepaper........................................................................

7

7

7

8

8

8

1.1…………

2.Rationale......................................................................................

8

2.1BasicTranslationTheory………...........................................................

2.1.1DefinitionsofTranslation……………………………………

2.1.2Criteriafortranslation……………………………………..

2.2BasicADtranslationtheory…………………………………….

2.2.1CharacteristicsofChineseADandorigin………………….

2.2.2DefinitionsandCharacteristicsofAD……………………………….

2.2.3ThepurposeoftheADtranslation……………………………………

2.2.4TheprinciplesofAdvertisementtranslation………………………..

8

8

9

9

9

9

10

10

3.DataDescription………..…………..………………………………..

3.1.Briefintroductiontotheliteraltranslation……………………

3.2.BriefintroductiontotheFreetranslation……………………..

3.3.BriefintroductiontotheCreativetranslation………………..

3.4.BriefintroductiontotheParody…………………………………

11

11

11

11

12

4.DataAnalysis...............................................................................

12

4.1Literaltranslation……………………………………………………………

4.2Freetranslation………………………………………………………………

4.2.1.Creativetranslation…………………………………………….

4.2.2.Parody

12-13

14-15

15-17

17-18

5.ResultsandSuggestions....................…..………………………..

17

5.1Results…………..………………….........................................................

5.2Suggestionsontheuseoftranslationstrategies……………………….

19

20-21

20

6.Conclusion.............................………………………………………

24

Bibliography....................................................................................

25

Appendix...........................................................................................

26

1.Introduction

1.1ResearchBackground

Inthehallsofcontemporaryart,itisnodoubtsthattheAdvertisementhasanawesomespace.TheADartisanewartisticformwhichintegratesintoaesthetics,modernart,socialculture,marketeconomy,advertisingprincipleandotherelementsbyvirtueofmoderntechnique.ModernADhasbeenexistintheworldforonlyonehundredyearsbutitrapidlyspreadtheartisticcircleandsweepstheworldwithinsuchashorttime-onlyoveronecentury.Nowithasbecomeoneofthemostpopularcommercialartsovertheworld.ADmadebyonecountryneedstoberecommendedtoothercountriesoreventhewholeworld.Atthistimetranslationbecomesanecessity.ThereforeitismoreandmoreimportanttoclearuplanguageobstaclesinthejourneyofADtheworld.

1.2ObjectivesoftheResearch

Inasense,becauseofthediversityandcomplexityoftheADtranslation,itisquitedifficultduetothelanguageandadvertisingproductsdifferencesbetweenChineseandEnglish.HowevertherequirementsforADtranslationnotcanbeloweredduetheabovereason.Nomatterhowdifficultthetaskwouldbe,thetranslatorshouldaccomplishthetaskbymakingtheutmostefforts.ThisrequiresustointroducetheforeignADmadeinacertainperiodtoallthetargetaudiencebyusingsuccinct,impressive,popular,colloquialandindividuallanguage.Onethehand,theaudiencecancomprehensivelyunderstandtheforeignADproducts.Ontheotherhand,theycanfeeltheADinthesamewayastheyarethenativepeople.

1.3Significanceoftheresearch

ADisacommercialart.Itnotonlyreflectstheinformation,cultural,aestheticandcommercialvalueindifferentcountriesbutalsointegratesmultiplecommercialmethodswhichcaninformation（提供信息）,persuasion（争取顾客）,maintenanceofdemand（保持需求）,creatingmassmarkets（扩大市场）--（摘自文体与翻译）.NowadaysADoftenappearinpeople’sdailyinteractionsandvarietyofmedia.AlongwiththeincreasingofChineseandforeigncommercialcommunication,itisnotonlyusefulandindispensableforthepromotionofChinesenationaleconomyandmarketingcommunicationtoappropriatelytranslateEnglishintoChinesebutalsosignificantforthepushingofChina’sADindustrytotheworldandstrengtheningtheChineseandwesterneconomyandartisticexchange.

1.4organizationofthePaper

Theresearchisdividedintosixparts:

thefirstpartistheintroductionwhichdescribesthebackground,objectives,significanceandstructureofthepaper.Thesecondpartintroducesthebasicprinciplesofliteraturereviewanditsrelevantconceptsortheories.Thethirdpartisadescriptionofthecontentoftheresearch,includingtherelativitybetweenthelanguageresourcesandtheresearchobjectivesaswellastheoriginofthelanguageresources.Thefourthpartofthethesisistheanalysisofthecontentandlanguageresources.ThefifthpartistheconclusionandthesuggestionsforthefutureofADtranslation.Thelastpartisthesub-conclusionsandreferences

2.Rationale

2.1BasicTranslationTheory

2.1.1Definitionsoftranslation

Translationisalanguageinterchangework.Languageisgeneratedasaresultofsociety.Withthesocialdevelopment,severalthousandsofhumanlanguagescomeintobeing.Duetotheuseofdifferentlanguages,differentcultures,theexpressionofthesamethingsindifferentways,peoplewithdifferentlanguagesnotcancommunicateorcommunicatedirectly.Itistranslation,convertingonelanguageintoanother,thatmakepeoplewhohavelanguagebarriercommunicateandunderstandeachother.Theconceptoftranslationisverybroad.Fromtheperspectiveofthelanguage,peopleusuallydefinedtranslationasakindofactivityinwhichpeoplecanuseonelanguagetocorrectlyandcompletelyexpressthethoughtofanotherlanguageagain.Translationistheconversionbetweenthetwolanguages.

2.1.2Criteriafortranslation

Becausetranslationplaysanimportantroleinhumansocialactivities,thetranslatormusthaveastandardtomeasurethemeritsofthetargetlanguageortranslation.Thecurrentgenerally-acceptedtranslationstandardisloyaltyandfluency.Loyaltymeansfaithfultotheoriginaltext.Thetranslatormustexpresstheoriginalthoughtaccuratelyandcompletelyandnotcanarbitrarilyaddordeleteorchangemeaning.Andthetranslatormustrespecttheauthor’sthoughts.Opinions,standingpointsandpersonalfeelingsreflectedintheprocessofstating,enumeratinganddescribing.Thetranslatorshouldpreservetheoriginalcharmofthetextbutnotfreelydistortitaccordingtopersonallikesanddislikes.Fluenttranslationreferstothelanguagemustconformtothestandardandmustbeeasytobeunderstood.

2.2BasicADtranslationTheory

2.2.1CharacteristicsofChineseADandorigin

Everyoneliveinaworldofadvertisement.Thereareallkindsofproductorserviceinformationfromvariousmediaincludinginternet,television,Ne