On the Strategies of Advertising Translation 广告翻译的基本策略.docx
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On the Strategies of Advertising Translation 广告翻译的基本策略.docx
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OntheStrategiesofAdvertisingTranslation广告翻译的基本策略
OntheStrategiesofAdvertisingTranslation
广告翻译的基本策略
Abstract
Inmodernsociety,advertising,astheembodimentofcommerce,isbecominganimportantpartofourdailylife.Notonlyisitsupposedtobeappealing,itisalsousedasatoolformanufacturerstoimprovetheirproducts’marketability.Withglobalizationaccelerating,moreandmorebusinessesofalltypesareoperatinginternationallyinvariousways.Withchina’saccessiontotheWTOtherehasbeenadramaticincreaseinthenumberofChineseenterprisesandproductsflowingintotheinternationalmarketwhileatthesametimetheincreasedtransparencyandadvantagesthatWTOmembershipconfershaveusheredinanewseaofforeigngoodsintoourdomesticmarket.Tosurviveinthefierceglobalmarket,theyhavetomakealotofpromotionsfortheirproductsinforeignmarkets.Inthissituation,advertisementtranslationisincreasinglyshowingitsimportance.However,inallnationalmarkets,particularlyinChina,unsatisfyingtranslationisappearinginmediaeverandagain,whichnotonlymeansfinancialloss,butalsoimpairsthepublicimageofmanufacturersaswell.Hence,itbecomesanurgenttaskforthosedevotedtotranslationpracticetoseekasuitabletheoryforguidance.
Therefore,thisthesiswilltalkabouttheadvertisingEnglishanditstranslation.Firstofall,Iwilltalkaboutthepurposeandsignificanceofthestudy,itincludestheimportanceoftheadvertising,then,Iwilltalkaboutthedimensionsofadvertisingand,inthispartIwilltakeabriefintroductiontoadvertisingandthedefinitionofadvertising.Inchapter3Iwillpresentabriefintroductiontofunctionalequivalence,itincludesitsbackgroundanddefinition.Then,Iwillgivesomeexamplesofsemanticequivalence,andanalysetheseexamples.Chapter4isthemostimportantpartofthisthesis,inthischapterIwilltalkaboutthebasicstrategiesofadvertisingtranslation,butfirstofallIhavetowriteaboutthecharacterofadvertising,thenIwillpresentseveralstrategiestotranslatetheadverting.Thesestrategiesareasfollowing:
literaltranslation,freetranslation,adaptivetranslation,associativetransliteration.
Keywords:
advertising,internationaltranslation,strategy
摘要
在经济全球化得今天,广告作为一种特殊的行业,在当今社会发挥着日益重要的作用。
被喻为商业化身的广告已渗透到社会的各个角落,逐渐成为人们日常生活中的一个重要组成部分,它不仅给人们带来感官上的冲击,而且是商家盈利的重要手段之一。
随着我国社会经济的迅速发展,改革开放的进一步深化,以及加入世贸组织已成为事实,大量的外国商品涌入中国市场,中国产品也大量进入到国际市场,各种产品在市场上的竞争越演越烈,而广告在促进产品销售和繁荣市场经济等方面的作用也越来越明显,广告翻译的地位也随之显得越来越重要,但是现在的广告翻译的不足越来越不能满足市场的要求,特别是中国市场,这将意味着竞争力的不足,和财富的损失,并且也不能在消费者心中创立产品的良好形象,所以探索广告的更好翻译已经成为亟待解决的问题,在这篇论文里我将带领着大家一起探索广告翻译的基本策略。
首先,在这篇文章中我将给大家讲述写这篇文章的必要性,和广告翻译的重要性,然后给出了广告的基本概念,然后我将介绍广告翻译中的功能对等性原则,其中包括了它的背景知识和概念,再者分析了一些例子来阐述这一原则。
在第四部分也就是最重要的部分,我将陈述广告翻译的一些基本策略,其中包括了直译,意译,转译,套译,英译与联想,其中前两部分是重点阐述的。
关键词:
广告,国际,翻译
Acknowledgements
Inwritingthisthesis,Ireceivedsomuchhelpandadvicefrommanypeoplethatmyindebtednesstothemisbeyondwords
Firstandforemost,Iowemytremendousdebtofgratitudetomysupervisor,forhiswarmthandunderstandingwhichhehasgraciouslygivenme.Heisalwaysverybusy,butwhenIcallhimforsomeproblems,healwayspresentspatienceandisreadytoanswermyquestions.SometimesIdonotdaretopardonhim,becauseheissobusy,soIstarttolearndealtheproblembymyself,butwithouthisencouragementandguidanceintheformationoftheoutlineofthesisaswellasthesubsequentreshapingofideasIwasstillontheway.
Then,Iwouldliketothankmyclassmates,theyalsogivemealotofadvice,andsometimesIwoulddiscusswiththem,theyhavepointedoutmymistakesandtoldmewhatthingsshouldbeaddedtothisthesis.WhenIaminthestaketheywillencouragemeandtrytheirbesttohelpmefromthesepointsIwasdeeplytouched,theygivemecourageandconfidence,inspiringmetobridgeoverdifficulties.
Inaddition,Ialsodonotforgettothankmyfamily,theysupportmeeveryminute.Theyarethebayformyleisure.
Contents
Abstracti
摘要…….
Acknowledgements
Contentsv
Chapter1Introduction1
1.1PurposeandSignificanceoftheStudy1
1.2StructureoftheDissertation1
Chapter2TheDimensionsofAdvertising3
2.1ABriefIntroductiontoAdvertising3
2.2TheDefinitionofAdvertising3
Chapter3ABriefIntroductiontoFunctionalEquivalence5
3.1BackgroundandDefinitionoftheEquivalence5
3.2TheAdvertising’sSemanticEquivalence6
3.2.1AvoidProducingAmbiguity.7
3.2.2AvoidInterpretingWithoutRealUnderstanding..7
Chapter4OntheStrategiesofAdvertisingTranslation8
4.1TheCharacteristicsofAdvertising8
4.2LiberalTranslation9
4.3FreeTranslation10
4.3.1Addition11
4.3.2Omission13
4.3.3CreativeTranslation14
4.4AdaptiveTranslation17
4.5AssociativeTransliteration19
4.5.1NonassociativeTransliteration19
4.5.2AssociativeTransliteration19
Chapter5Conclusion20
Bibliography21
Chapter1Introduction
1.1PurposeandSignificanceoftheStudy
Withchina’saccessiontotheWTOtherehasbeenadramaticincreaseinthenumberofChineseenterprisesandproductsflowingintotheinternationalmarketwhileatthesametimetheincreasedtransparencyandadvantagesthatWTOmembershipconfershaveusheredinanewseaofforeigngoodsintoourdomesticmarket.Inthisheatedwarofcompetition,themostpowerfulweaponavailableinshapingselfimageandpromotingone’sgoodsistheadvertisement-itisthisthatpromptseveryenterprise.
However,asweseeinourdailylife,thequalityofthosetranslatedadvertisementisnotsatisfactory.Forsomeofthosetranslated,peoplearejustlostatseaintermsoftheproductinformation.forsomeothers,peoplecouldevengetanadversaryimpressionoftheproductjustduetothediversityofcultures.Toadvertising,suchaspecialstyle,uptillnow,noonehasputforwardaclearandpracticalpreliminarystudyonthefeaturesofadvertisingEnglish,andbasedonthat,comesupwithatranslationprinciple.
1.2StructureoftheDissertation
Thispaperisaimedatfindingoutapropertheorythatcanbeemployedbypractitionerstotheprocessoftranslation.Itconsistsoffivechapters.
Inthefirstchapter,abriefintroductiontoadvertisingispresented.Besides,thepurposeofwritingthispaperanditsstructureareoutlined.
ThesecondchapterofthedissertationisdevotedtoadvertisingEnglish.Underthattopic,theessayfirsttellswhatadvertingis,ie,itsdefinition.Andthepurposesofadvertising
Thethirdchapterofthedissertationisthebriefintroductionoffunctionalequivalence.
Thefourthchapterofthedissertationisdevotedtothestrategiesoftranslation:
literaltranslation,freetranslation,adaptivetranslation,translatetranslation,associativetransliteration.
Thefifthchapterofthedissertationisconclusionofthisdissertation
Chapter2TheDimensionsofAdvertising
2.1ABriefIntroductiontoAdvertising
Withthedevelopmentofeconomicglobalization,moreandmorecompanieswillbeinvolvedinbusinessinteraction.Inordertoexporttheirproductsandtheircommodities.Asapromotiondeviceandanimportantwaytoputproductsintointernationalmarket,advertisingplaysanincreasinglysignificantroleindevelopingalargermarket.Butitisanimportantissuehowtomaketheconsumersacceptandpreferyourproductsinaforeignmarket.Apartfromotherrespects,advertisingdemonstratesabsolutelyessentialsignificance,advertisingalsolettheworldknowaboutChina,sinceadvertisingcanhelptocreatewealth,sothischapterismainlyconcernedwithageneralstudyofadvertising.
2.2TheDefinitionofAdvertising
Withthedevelopmentofeconomic,wecanseeadvertisingeverywheresuchasradio,TV,newspaper,billboardsbuildings;andevenwhenweonthemetrooronthestreet.Itisnoexaggerationtosaythattherearefewplacesinthepublicthatarenotpermeatedwithadvertisements.
Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.(AmericanMarketingAssociation)(Bovee,1992,7)
Advertisingisawaytopromotetheproducts.Itcanreacheverywhereandeveryonecanseeit,anditdonotneedthesellerandbuyertogettogether.Theconsumercangetmessagefromtheadvertisement,itcontaintheproducts’message,italwayscomesfromshortandeasytoremember,italsocomesfromourdailylifewhosewordseasytosee,forexample,Mygoodness!
MyGuinness(我的天!
我的健力士)goodtotheLastdrop(Maxwell),That’smyway(lasaunda),“weartheworld”(国际时尚,戴在我手)(珠宝广告)advertisingmakesthebrandwellknow,weknowIntelPentium(英特尔奔腾),Philips(飞利浦电器),Time(时代杂志),Guinness(健力士),Colgate(高露洁),Lipton(立顿),Coca-cola(可口可乐),andsoon,whyweknowthesebrands?
Becausetheyhavemadeadvertisementandweknowtheiradvertisementverywell,whenwecometothemarketwemayturntothesebrands,soadvertisinghelpthesecompaniescreatewealthandmaketheworldknowthem.Ithinknoteveryadvertisingcanappealpeoplebutagoodadvertisementcanappealpeople,sohowtotranslateagoodadvertisementisveryimportant.
Chapter3ABriefIntroductiontoFunctionalEquivalence
3.1BackgroundandDefinitionoftheEquivalence
Thetaskoftranslationisactuallyanattempttoachievefunctionalequivalence,i.e.,toproducethesameeffect(oroneascloseaspossible)onthereadershipofthetranslationasisobtainedonthereadershipoftheoriginal.Thisisthe“equivalenteffect”principleproposedbyNewmark.Nidacallsit“functionalequivalence”,whichhedefinesasthedegreetowhichthereceptorsofthemessageinthereceptorlanguage
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