提纲.docx

提纲.docx

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提纲

Metaphoranditstranslationinadvertisement

Outline:

1.Theintroductionofmetaphor

1.1Thedefinitionofmetaphor

1.2Threeessentialelementsofmetaphor

2.Thetranslationofmetaphorinadvertisement

2.1ThecharacteristicsofadvertisementEnglish

2.1.1Lexicalcharacteristics

2.1.2Grammaticalcharacteristics

2.1.3Rhetoriccharacteristics

2.2Thefunctionofmetaphorinadvertisement

2.2.1Representationalfunction

2.2.2Persuasivefunction

2.2.3Intimatefunction

2.2.4Heuristicfunction

2.2.5Imaginativefunction

2.3Thespecificstrategiesinadvertisementmetaphor

2.3.1Literaltranslation

2.3.2Freetranslation

2.3.3Creativetranslation

2.3.4Amplificationandsupplementation

2.3.5Parody

3.Conclusion

Abstract:

Thispaperpresentsastudyofmetaphorinadvertising.Aspeoplearenowlivinginafastgrowinginternationalmarket,itisbelievedthatresearchintotheadvertisingtranslationisofpracticalvalueinthebisinessarea.Thepaperfirstintroducethedefinitiaonandstructureofmetaphortranslation.Itthenexploresthemetaphor’translationinadvertisementincludingitsfunctionsinadvertisementandspecifictranslationstrategies.

Keywords:

metaphor,translation,advertisement,strategies

摘要

本文提出了一种广告中隐喻的研究。

由于人们现在生活在一个快速增长的国际市场，广告翻译的研究在商业领域很有实用价值。

本文首先介绍了隐喻的概念和构成，然后探讨隐喻在广告中的翻译策略，包括其在广告中功能和具体技巧。

关键词：

隐喻，翻译，广告，策略

Introduction

Basedonthegeneralunderstandingofmetaphor,thispaperattemptstofindouttheprinciplesandstrategiesofmetaphortranslationinadvertisements.

Everyday,weareallexposedtohundredsandmaybethousandsofadvertisements.Advertisementshavebecomeakeyissueinlanguagestudywiththeadvertisementspromptdevelopmentandthefrequentinternationalcommunication.SinceEnglishhasbecomeoneofthemaininternationalcommerciallanguages,Englishadvertisementsprevailinourdailylife.ThenagoodprecisecomprehensionoftheEnglishadvertisementsisofgreatimportance.Witheconomicglobalization,theinterflowofcommoditiesbetweenChinaandothercountrieshasbecomemoreandmorefrequentandextensive.Sincethesuccessoftheinternationalbusinessorthecompetitionoftheeconomicmarketwouldmuchrelyontheinformationfromadvertisements,thetranslationofadvertisementsseemsagreattask.However,thetranslationofadvertisementsisasmuchahardjobasanythingelseandneedsatremendousworkinresearch.

Advertisementsanditstranslationhavelongbeeninvestigatedfrommanyangles,suchastheintercultural,thepsychological,thesociological,andtheestheticalperspectives.Aftergivingacarefulstudyofadvertisements,theauthorfindsthatastrikingfeatureofadvertisinglanguageistheutilizationofmetaphor.Therefore,inthissense,theauthorconcludesthatthetranslationofadvertisementsisametaphortranslationandapropertreatmentofmetaphorinadvertisementscanachieveeffectiveandsuccessfultranslation.

Theimportanceofmetaphortohumanbeingscanneverbeoveremphasized.EversinceAristotle,numerousscholarshavestudiedandwrittenaboutthenatureandfunctionofmetaphor.Thevastmajorityofthesescholarshavefocusedtheirstudyonmetaphorasadistinctiveuseoflanguagethathasvariousrhetoricalfunctions.Recently,however,somescholarshavebeguntodigdeeperontothefield,investigatingthepossibilitythatmetaphorisnotonlyaformofspeech,butmorefundamentallyaformofthought.WithregardtothetranslationofEnglishmetaphorsinliterature,suchasinplays,poems,novels,etc.,veryfewstudiesareconcernedinthetranslationofmetaphorsineverydayspeechsuchasadvertisinglanguage.Actuallywhenmetaphorsareappliedinadvertisements,theyappearmuchmoreinterestingandattractive,andthenmorecomplex.Thiswouldhelpadvertisementsgainamorepowerfulimpacttoachieveitsgoalofsellingproductsorservicesandentertainingtheaudienceaswell,butitmakesthetranslationofthemmoredifficult.Therefore,theauthorbelievesthatthetranslationofmetaphorinadvertisementsisaworthystudy,becauseEnglishmetaphorsarewidelyusedineverydayspeech,includingadvertisinglanguage.Ontheonehand,thisstudycanhelptodeepentheresearchonthetranslationofEnglishmetaphorinliterature;ontheotherhand,itcanhelptoimprovethequalityofcommunicationofadvertisingincross-culturalcontexts.

Theauthortiestoconductintoadvertisementstranslatingcases,inoddertofurtherdeveloptherelevantaspectswherethereisstillleaveroomforimprovement.

Thispaperisdividedintothreeparts:

thefirstoneisaboutthegeneralintroductionofmetaphor.Thesecondpartisthemainonewhichfocusesonthefunctionsofmetaphorsinadvertisementsandthespecificstrategiesduringtheirtranslatingprocess.Thelastpartistheconclusion.

1.Theintroductionofmetaphor

1.1Thedefinitionofmetaphor

AccordingtoTheRandomHouseWebster’sCollegeDictionary,metaphorisafigureofspeechinwhichatermorphraseisappliedtosomethingtowhichisnotliterallyapplicableinordertosuggestaresemblance.However,TheCollinsEnglishDictionaryhasthedefinitionthatmetaphorisawayofdescribingsomethingbysayingthatissomethingelsewhichhasthequalitiesthatyouaretryingtodescribe.AndNewmarkthinksthat“metaphorisanyfigurativeexpression:

thetransfersenseofphysicalword;thepersonificationofanabstraction;theapplicationofawordorcollocationtowhatisdoesnoliterallydenote,i.e.todescribeonethingintermsofanother……Metaphormaybe‘single’viz.One-word-or‘extended’（acollocation,anidiom,asentence,aproverb,anallegory,acompleteimaginativetext）.”Hornbyadvocated“ametaphorisacoupleof（atleast）threedimensions（objects,imageandsense）,reflectingthetensionbetweenresemblanceanddisparity”.

1.2Threebasicelementsofmetaphor

Fromtheperspectiveofpragmatics,ametaphorcontainsthreebasicelements:

tenor,vehicleandsense.Butitdoesn’tmeanthethreeonesmustappearinametaphorsimultaneously.Tenoristheobjectthatisexpectedtobereflectedbythevehicle.Thesenseisbasedontheresemblance,iconicityorrelativitybetweenthetenorandvehicle.Generally,vehicleisthethingswhichwearefamiliarwith.Theprocesstounderstandametaphorisjusttoreflecttheimageofvehicleonthetenor.Forexample:

（1）Lifeisajourney.

Intheexample

（1）,“journey”isthevehicle,whoseliteralmeaningis“theactoftravellingfromoneplacetoanother”,and“life”isthetenor.Theirresemblanceliesinthefactthattwoarebothfullofdifficultiesandsetbacks.AccordingtothepointofviewofthelinguistofcognitiveLinguistics-GeorgeP.Lakoff,thesideisexplainedisthetargetdomain,whichisalsocalledtenor;theothersidegivingtheexplanationiscalledsourcedomain,whichreferstothevehicle.Mappingisproducedfromthesourcedomaintotargetdomain.Bysearchingfortheirsimilaritiesofthetwoobjectsintheirrespectivedomain,Itiseasytocomprehendthesenseofametaphor.Intheexamplesentence,“journey”isthesourcedomain;“life”isthetargetdomain.Thetwowordshavedistinctsemanticdomains,butinthecomprehensionofthismetaphor,somefeaturesof“journey”ismappedon“life”,suchas“carrysomethingthrough”,.Duringaperson’swholelife,itisimpossiblethateverythinggoessmoothly,astheoldsayinggoes:

Lifeisnotrosesalltheway.Attimesitisinevitableforhumanbeingstogothroughthickandthintoachievemore.Themetaphorinexample

（1）enables“life”tobemorevivid.

2.Thetranslationofmetaphorinadvertisement

2.1ThecharacteristicsofadvertisementEnglish

2.1.1Lexicalcharacteristics

（1）Usingmorebriefandvivid,easy-understandingwords:

Advertising,becauseofitsneedtoconsiderthebenefitsforalimitedtimeandspace,itswordsaregenerallyconciseandlively,easytounderstand,whichnotonlycanhighlightthecoreoftheadvertisementsbuttomakeitclearandunforgettable.Soadvertisementsusuallyusesomeshortwords,forexample,Justdoit．（Nikesportsshoes）.Anotherexample:

Askformore．（Pepsipopularshoes）

（2）OftenusingtheinformalEnglishororalEnglish:

IfadvertisingusesmoreformalEnglish,itwillfailtoattractaudience.ThefrequentuseofinformalEnglishmakesadvertisementsexposedtolargeamountofpeopleinsteadofacertaingroup,forexample,Goodmorningworld.（VietnamAirlines）.

（3）Usinggreatamountofadjectives:

Theadjectivehasstrongmodificationandevaluationfunction,makingthelanguagevivid,contagious.Thisfunctionfitswiththeroleofadvertisingcharacteristicstodescribeproducts.Asresult,advertisementsoftenapplytremendouslyevaluativeadjectives.Forexample,Thetasteisgreat.（Nescafe）;Goodteeth，goodhealth.（Colgatetoothpaste）

（4）Usingpersonalpronounscleverly:

Inordertonarrowthedistancebetweentheconsumers,enhancetheconsumer'ssenseofparticipation,Englishadvertisersoftenusepersonalpronouns.Thefirstpersonisusuallyusedtorefertotheadvertisers,thesecondpersontorefertoconsumers,third-persontorefertothereaderswhocanunderstandit.Fromthefollowingexamples,wewillfindcleveruseofalotofpersonalpronouns:

Weareherejustforyou!

（ChinaMerchantsBank）;Sheusuallycomplainsaboutmyanniversarygifts，butthisyearsheisgoingtosmile.（perfume）.

（5）Goodatusingborrowings:

Withthetrendofglobalization,tradebetweencountriesisrapidlyisincreasing.Therefore,theEnglishadsoftencontainforeignlanguagevocabulary,whichmeansthattheproducthasadifferentflavororexcellentquality,toattracttheattentionofconsumers.

（6）Backtotheb