EnglishChinese Advertisement Culture and Translation英汉广告文化及翻译Word格式文档下载.docx

EnglishChinese Advertisement Culture and Translation英汉广告文化及翻译Word格式文档下载.docx

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KeyWords

Advertisement;

cross-cultural;

communication;

differences;

strategy;

摘　要

广告活动不仅是一种的经济活动，还是一种文化交流。

在中国，广告的权威性定义是指中华人民共和国的广告法。

广告指的是通过特定的媒体或者其他形式来推销产品或提供服务的商业广告，直接或间接的介绍他们的出售产品和提供的服务。

广告文化是从属于商业文化的亚文化，自身又包含了商品文化以及营销文化。

广告则是跨国界、跨文化的商品营销的宣传形式。

中国的国际广告实施过程中，在广告语言的运用方面，翻译工作者起着举足轻重的作用，同时也面临着由于各国文化与语言差异所带来的各种困难。

国际广告的翻译显然不同于其它文体的翻译，译者需具备语言、社会文化、民俗、美学、心理学、经济学、广告原理等多方面的知识，翻译时也须采用新的策略。

关键词

国际广告;

　跨文化;

交流;

　差异;

　策略

Introduction

Chineseeconomyhasalreadyenteredtheworldmarket.AdvertisementwhichisafundamentalmarketingtoolplaysanimportantroleinChineseeconomy.Anditcontributesmuchtotheentranceofproducts’saleandservicestotheworldmarket.Asaphenomenonofthemarketeconomy,thestudyofadvertisementintheWesthasahistoryofmorethanthirtyyears.Incontrast,thestudyofitinChinaisstillinitsinfancy.Thoughalotofarticlesandworkshavebeendoneontheresearchofadvertisementtheseyears,theyaresuperficial.Andtheresearchofadvertisementtranslationstillremainsblankexceptforseveralarticlessparklinginjournals.Soitisnecessarytodoastudyinthisperspective.Iwillstartwithanalyzingthedifferencesofadvertisementcultureandthedifferencesoflanguage.Thencontinuetoexplorenewstrategiesintheadvertisementtranslation.

I.TheOverviewofAdvertisement

A.TheDefinitionofAdvertisement

Therearevariousdefinitionsofadvertisementaccordingtodifferentperspectivesorpurposes.AlbertLasker,thefatherofmodernadvertisement,saidadvertisementwas“salesmanshipinprint.”Thissayingindicatesthattheultimateobjectiveofadvertisementistosell.However,withthedevelopmentofmediaandtheexpansionofthenatureandscopeofadvertisement,thissayingisquitelimited.

EncyclopediaBritannicadefinesadvertisementasfollows:

“Advertisementisaformofcommunicationintendedtopromotethesaleofaproductorservice,toinfluencepublicopinion,togainpoliticalsupport,toadvanceaparticularcause,ortoelicitsomeotherresponsedesiredbytheadvertiser.…Advertisementisdistinguishedfromotherformsofcommunicationinthattheadvertiserpaysthemediatodeliverthemessage.”（EncyclopediaBritannica,VolumeI,1994）

Thisdefinitionextendstheobjectiveofadvertisementtopersuadingpeopletodoresponse.Itindicatesthatadvertisementisaformofcommunication,anditfurtherpointsoutthatadvertisementisdifferentfromotherformsofcommunicationinthattheadvertiserpaysthemediatodeliverthemessage.

Inthisstudy,IshallusethedefinitionputforwardbyWilliamF.ArenasandCourtlandL.Bovee,whichisaquitecomprehensiveone:

“Advertisementisthenopersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts（goodsandservices）ofideasbyidentifiedsponsorsthroughvariousmedia."

Weshouldcomprehendthisdefinitionasbelow:

（1）Advertisementisdirectedtogroupsofpeopleratherthanindividuals（nopersonal）.Thegroupsofpeoplearetheintendedorthetargetaudienceoftheadvertisementcommunication.

（2）Mostadvertisementispaidforbysponsors,exceptsomepublicserviceads.

（3）Mostadvertisementisintendedtobepersuasive—toconvincepeopletobuyproductsorservices,butsomeadspromotetheimagesofenterprises.

（4）Thesponsormustbeidentified.Itappearsastrademark,brandnameofproductsorservices,orthenameofanenterpriseintheadvertisement.

（5）Advertisementreachesusthroughmedia.

InChina,theauthoritativedefinitionofadvertisementisintheAdvertisementLawofthePeople’sRepublicofChina.“Advertisement”refersto“Anycommercialadvertisement,whichacommodityoperatororserviceproviderpaysfor,throughcertainmediaorforms,directlyorindirectlyintroducingtheircommoditiesbeingsoldorservicesbeingprovided”

B.TheFunctionsofAdvertisement

Generallyspeaking,thefunctionsofadvertisementfallintotwocategories:

theeconomicfunctionsandtheideologicalfunctions.

Theeconomicroleofadvertisementmaybeitsprimaryrole.Itbridgesmarkets,productsandconsumergoodstothepublicandthustosupportthefreeeconomy.Itcanhelptheconsumerstoidentifyanddifferentiateproductsandbuildbrandpreferenceandloyalty.

Tomakeanin-depthstudy,wefindthatadvertisementinvolvessocialvaluesandattitudes.Nowadays,moreandmoreadvertisementadoptsthestyleofemotionappeal.Theysuggestourconcernsaboutrelationship,oursenseofsocialstatus,happinessandcontentmentandmanyothers.Itmaybesaidthatadvertisementisamirrorofideologyandculture.Byimposingimagesontheproductsandservices,advertisementcaninfluenceourattitudesandfeelingsandmeetourideologicalneedssoastopersuadeustoact.Forinstance,someadvertisersclaimthattheconsumptionoftheirproductswillgiveyouth,love,socialacceptanceetc.

C.TheClassificationsofAdvertisement

Advertisementcanbeclassifiedbymedia（newspaper,magazine,radio,television,internet）,bytargetaudience（consumer,business）,bygeography（local,international）,orbypurpose（productadvertising,noncommercialadvertisement,actionadvertisement）.

Inthisstudy,becauseofthelimitationsofmaterials,IwilldealexclusivelywithprintadvertisementfromthemediaofEnglishandChinesemagazinesandnewspapers.Andbecauseconsumeradsplayanimportantroleinallkindsofads,andaremostvisibleinoursociety,Imainlyaimatthestudyofconsumeradvertisement.

II.TheEffectsofCultureandLanguage

Withthedevelopmentanddeepenofspecialization,andglobeincorporatetendency,theproductcirculationisfrequent.Inordertocontesttheworldmarket,manycompanieswanttosaletheirproducts.Butthemostimportantmeansisusingadvertisementsmakesgoodsandintoworldmarket.Atthesametime,becauseoftheintegrationofChina’seconomyintotheworldmarket,thedevelopmentandconsummationofChina’seconomysystem,advertisementwhichisafundamentalmarketingtoolplaysanimportantroleinChina’seconomy,anditcontributesmuchtoChina’ssalesofproductsandservicesintheinternationalmarket,anditisalsothecarrieroftransmittingculture.Advertisementactivityisnotonlyaneconomicactivity,butalsoaculturalactivity.Itlikesaninvisiblehandtoaffectpeople’smodeandconsumer’shabit.Itincludesthecultureofgoodsandthecultureofmarket.Goods,itisaculturalcarrier.InChina,inTheSilkRodeTimes,peopletransmittheirculturebygoods.TheSilkRodebringswestwardnotonlysilk,butalsotheancientculture.Thesubstanceofproductculturecontainsdesign,produce,andpackinganddecoratesoftheproducts,andalsotheaddingculturalvalueinthedevelopmentcourse.Itisaunityoftimes-spirit,nationalspiritandsciencespirit,andalsoaunityofusingfunctionandaestheticfunction.Itisthecentralcontentofadvertisementculture.Themarketcultureonthepremiseofcultureconceptreferstothemarketartandphilosophyontheprinciplesofbeingclosetotheneedsofpsychicsofmen,thespirittemperamentandtheaestheticinterest,whichistheconcentratedexpressiveformofadvertisementculture.Commodityculturecomestrueultimatelythroughtheachievementofmarketculture.Advertisementcultureisobviouslycharacterizedbypopularityandnationality.Acertainculturaltradition,belief,orientationofvaluesaffectsthemindandactionofbusinessoperatorandconsumer.Theinternationaladvertisementisapropagandaformofstride-borderandcross-cultureofproduct’ssell.Comparedwithdomesticadvertisement,theinternationaladvertisementfacesmanydifferentproblemswhichcomesformlanguage,traditionalhabit,regulation,education,environment,religionandeconomiccondition,andsoon.Thetranslatorisinapositiontoapplyadvertisementlanguages.Thetranslatorisamessengerwhoisgoodatcommunicationinthesocialityactivity.Thetranslationofbusinessadvertisementisdifferentfromliterature,technology,news.

A.TheEffectsofCulture.

1.DifferentCulturalValues

TheChineseofculturalvaluespossessesprofoundthespiritsofhumanism.People’svalueisactedin”introspection”and“restrainingoneself”TheConfucianshadadvocated“cultivatecharacter,regulatethefamilyandrunthestate,managenation”.Andtheyemphasistheabilityofmoralstandard.Thus,itcomesintobeingtheintrovertedmindstepbystep.TheprofessorYangwhoisaChineseAmericanthinks:

“theChinesepeoplepayattention