谈日常用品广告英译汉的特色文档格式.docx

谈日常用品广告英译汉的特色文档格式.docx

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外语系

专业班级：

商务英语

指导教师：

翁涛

2010年4月21日

OnEnglish-ChineseTranslationFeaturesofDailyNecessities’Advertisements

AThesisSubmitted

totheDepartmentofForeignLanguages

ZengchengCollegeofSouthChinaNormalUniversity

inPartialFulfillmentoftheRequirements

fortheDegreeofBachelorofArts

ByZhouYanwen

Tutor：

WengTao

APR21,2010

Contents

Abstracti

中文摘要ii

1.Introduction1

1.1Significanceofthestudy1

1.2ResearchQuestionsandpurposeofthestudy1

1.3Structuresofthethesis2

2.LiteratureReview3

3.DescriptionofAdvertisements5

3.1DefinitionofanAdvertisement5

3.2MainFunctionsofanAdvertisement5

3.3ElementsofanAdvertisement5

3.4DefinitionofDailyNecessities’Advertisements6

4.LanguageFeaturesofDailyNecessities’Advertisements8

4.1Lexicalwords8

4.2RhetoricalFiguresinAdvertisementEnglish10

4.3SyntacticFeatures11

5.TranslationPrinciplesandSkillsofDailyNecessities’Advertisements13

5.1Conciseness13

5.2Smoothness13

5.3Literal 

translation 

and 

free 

translation14

6.Conclusions16

Bibliography17

Acknowledgements18

Abstract

WithChina'

saccessiontotheWTO，allincreasingnumberofChineseenterprisesandcommoditieshavetheopportunitytoentertheinternationalmarket，butatthesametimemoreandmoreforeignenterprisesandtheirproductsareenteringthedomesticmarket.Inmarket-competingbattle，themostpowerfulweaponisadvertisement．Everyyearmanycompaniesindifferentcountriesaretopayalargesumofmoneyfortheshapingoftheircorporateimageandpromotetheirownproducts.ForbothChineseandforeignenterprises，thereisalladvertisementinternationalizationproblem，thatisproductadvertisingtranslationUnderthissituation,itisveryindispensabletotranslatetheadvertisementtimely,correctlyandefficientlytopromotetheinformationexchangebothathomeandabroadinordertoimprovetheeconomicdevelopment.

Advertisementsarenotonlyaneconomicactivitypromotingsalesandservices,butalsoacarrier,whichsetsgreatinfluencesonourlifestylesandconsumptionhabits.Especiallyforthedailynecessities,whichismorecommoninoureverydaylife,weseetheproductseverywhere;

weusetheproductseveryminute;

wewatchtheadvertisementseverymeansofbroadcast.Sothatsofar,itisveryimportantforustolearnthecharacteristicsofadvertisement,andEnglishtoChinesetranslationisamusttoreachthisgoal.

Thisthesisfocusesonthefeaturesofthelanguage,especiallyforthewords,rhetoric,sentences;

andsomebasicprinciplesthatshouldbeobservedwhentranslatorstrytotranslatetheoriginaladvertisements.Suchresearchesareservedforthetheme—dailynecessities.Also,somemethodsareintroducedgoodqualityofadvertisingtranslation.Thisthesisaimsatachievingabetterunderstandingtranslationprocessandraisingapositiveinfluenceontheresearchathomeandabroad.

Keywords:

Englishadvertisement;

dailynecessities;

characteristics;

translation

中文摘要

随着我国加入世界贸易组织，越来越多的中国企业和商品都有机会进入国际市场，但同时也有越来越多的外国企业及其产品不断进入国内市场。

在这种产品市场的争夺战中，最有力的武器就是商业广告，各个国家，各个企业每年都会支付一笔庞大的费用用于塑造自己的企业形象、宣传自己的各种产品。

在经济全球化的2l世纪里，广告宣传的国际化趋势将会越来越明显、越来越激烈。

无论是中国企业还是外国企业，都存在着一个广告国际化、全球化问题即商品广告的翻译问题。

广告是一种经济活动，是对商品和服务的一种促销手段，但广告同时又是一种载体，它对人们的生活方式和消费习惯会产生一定的影响。

特别是对日常用品广告，广告产品随处可见，时常使用广告产品；

时常可见产品广告。

由此可见，对于研究广告的特点显得异常重要，英译汉也凸显其达到目的的必要性。

本文介绍广告的语言特点，着重介绍其语言，修辞，句子，提出广告翻译中必须遵循的原则。

以上所有研究都服务于文章主体--日常用品广告。

同时，在论述提高广告翻译的质量时采用了一些翻译的方法。

本文旨在使广告翻译者对广告翻译过程有更好的理解，以及对国内外的研究起到一定的积极作用。

关键字：

英语广告；

日常用品；

特点；

翻译

1.Introduction

1.1Significanceofthestudy

Advertisementsarewithusallthetime:

wheneverweopenanewspaperoramagazine,turnontheTV,orlookatthebillboardsinthestationsoronbuildings,peopleareconfrontedwithadvertisements.Itcanbesaidthatadvertisementshavepenetratedalmosteveryaspectofsociety.

What’smore,withopeninguptotheoutsideworld,establishmentofthesocialistmarketsystemandChina'

sentryintoWTO,moreandmoreforeignproductshaveenteredChina'

sconsumptionmarketwhileEnglishadvertisementsarerushingintoourlife.Thesefamousworld-renownedbrandsincludingMacdonald,KodakandCoca-Colacanbeseeneverywhere.Itseemsthatwearelivingaforeignlifewithoutgoingabroad.SinceEnglishadvertisementsplayanimportantroleinthemodernsociallife,itisofgreatvaluetomakethestudyofEnglishadvertisementsandtheirtranslation.Ononehand,itisnecessaryforpeopletobeawareofsomebasicknowledgeaboutEnglishadvertisements.Onlyinthiswaycanpeoplecomprehend,appreciateandtranslateEnglishadvertisementsbettertofullyachievetheircommunicativeandcommercialfunctions.Ontheotherhand,advertisingtranslationhasbecomeoneofthemostimportantmarketingstrategiestomanycorporations.

Sinceadvertisinglanguageformsdirectcommunicationbetweentheproducerandthetargetconsumers,thecontentitconveysshouldbeinformativeandpersuasivetoimpresscustomersandgettheirideasintobuyingaction.Toachievetheidealeffect,advertisingtranslatorshouldattempttoofferothercustomersaconcise,elegantandattractiveversionoftargettext.

1.2ResearchQuestionsandpurposeofthestudy

Opposedtothelongtraditionofanalysisinvariouskindsofadvertisementstranslation,thisthesislooksattheothersideoftheadvertisingtranslationbystudyingthecharacteristicsofthedailynecessitiesadvertisementsfromEnglishtoChinesetranslationandthebasicprinciples,etc.Threeresearchquestionsareaskedinthestudy:

1）WhatarethefeaturesoftheEnglishtoChinesetranslationofdailynecessitiesadvertisements?

2）Howtodealwiththedailynecessitiesadvertisementstranslationwell?

3）WhataretheprinciplesoftheEnglishtoChinesetranslationofdailynecessities?

ThethesiswillfocusonthelanguagefeaturesofEnglishadvertisementsatwordingcharacteristics,syntaxandrhetoricaldevices.Itishopedthatthroughthediscussionofthesethreeparts,thelinguisticfeaturesofadvertisingEnglishwillbeclearlyillustratedandhelpswillbeprovidedforthoseEnglishlearnersinunderstandingandappreciatingEnglishadvertisements.

1.3Structuresofthethesis

Withtheabovepartasallintroductiontothisthesis．therestexpandsthethemeideasasfollows：

ChapterTwoLiteratureReview,aboutthestudyhomeandaboard.

ChapterThreeDescriptionofAdvertisementsdescribesthedefintion,functionsandelementsoftheadvertisements.

ChapterFourLanguageFeaturesofDailyNecessities’Advertisements,exploresthelanguageofadvertisingintermsofthreelevels：

wordingfeatures，syntaxfeaturesandfiguresofrhetoricofthisthesis．

ChapterFiveTranslationPrinciplesandSkillsofDailyNecessities’Advertisementsisalsothemainconcernofthisthesis.

ChapterSixConclusionsendswiththeconclusionsandsuggestionsforfurtherstudy．

9

2.LiteratureReview

2.1ForeignScholar’Contributions

Thestudyoflanguageofadvertisingfromalinguisticperspectivehasbeenattemptedbyseveralscholars（Leech1966；

Kumar1978;

Gopal1980;

Geis1982;

VestergaardandSchrodder1985）

Leech（1966）,inhispioneeringandcomprehensivestudyonEnglishinadvertising．analyzedindetaildifferentaspectspertainingtogrammar，vocabulary,discourseandrhymeandrhetoricofadvertisingwithspecialreferencetotelevision．HeeffectivelyrelatedtheseaspectstothefunctionalfactorssuchasattentionValue,memorabilityandsellingpower．Illustration,displaytypography,vocalemphasis，promptspelling，grammaticalsolcism，metaphorandparadoxalesomeoftheaspectslinkedwithattentionvalue．Simpleandcolloquialstyleandfamiliarvocabularyareconnectedwithreadability．

Geis（1982）madeanattempttodescribehowlanguageisusedinAmericanadvertising,especiallytelevisionadvertising．Hefocusedoncertainlinguisticdevicesthatfiguremostprominentlyinadvertising．

VestergaardandSchroder（1985）studiedthelanguageuseincommercialpressadvertisinginrelationshipwithcommunicativefunctionsoflanguagesuchasexpressive，directive，informational,metalingual，interactional，comextualandpoeticandthefiveadvertisingfunctions．

2.2ChineseScholars’Contributions

Inthisfield，Chinesescholarshasnotonlyassimilateforeignexperts’researchfindings，butalsopushedthisstudyforward，inparticulartotherelationshipbetweencross-cultureandadvertisingEnglish．AdvertisingEnglishisoneoftheexamplesofEnglishforspecialpurposes，whichdemandstheappropriatelanguagetobeequaltoitsfunctionsorpurposes．Astoadvertisingfunctions，MaJianqing（1997）presentedhisAIDAtheoryinhisbook.ThePsychologyinModernAdvertising,inwhichheclaimsthatAIDAisthemostpopularandclassictheoryinforeigncountries．ItrepresentsthefourEnglishwords：

attention,interest,desireandaction．Attentionmeansthatagoodadvertisementshouldgetconsumers’attentiontoitsproducts,servicesorideas．Interestmeansthattheintroductionoftheadvertisingshouldarouseconsumers’greatinterestinwhatisadvertisedinit．Desiremeansthatthepublicityofadvertisingshouldcreateconsumers’desiretobuytheproductsoraccepttheideas．Andactionmeansthattheadvertisementcanfinallyurgeeonsurflerstotakeactionofpurchasingtosatisfytheirdesirability,whichistheultimatepurposeofadvertising.AIDAisregardednotonlyastheprincipleofadvertisement-making,butalsoastheconsumers’psychologicalreflectioninadvertisingprocess．

2.3TheirShortcomings

Inspiringandpioneeringastheyare，theirparadoxicalideasarestilltobedesiredinsomeways．F