Cultural Differences and Advertisement Translation英语专业毕业论文.docx

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1、Cultural Differences and Advertisement TranslationAbstract Atpresent,withtherapidpaceofeconomysdevelopment,advertisingtendstobeamainwayto,soitisnaturalthatinternationalAdstranslationbecomesdecisivefortheproductssuccessfullaunchingtotheworldmarket. Advertisementstranslationisacross-culturalcommunicat

2、ion.CulturaldifferencesdeterminethatitwouldbefarfromeasyforAdtoreachitsfunctionfortheworldmarket.Theculturalconnotationreflectedintranslationmustwinreceptorsacceptance.Justliketheidiomsays“wheninRomedoasRomansdo”.Advertisinglanguageshouldbekeptincorrespondingwithculturalbackgroundofthetargetlanguage

3、,wheneverthisisdone,itbecomespossibleforadvertisementstoexertitsfunctiontoattractthereceptors. CombiningwithtranslationpracticesthispaperwillanalyzehowtheculturaldifferencesinfluenceAdfunctioninsixaspects,includingculturalhabits,socialpoliticalconstitution,courteousprinciple,reasoning,aestheticthoug

4、htandlanguagestructure,Adtranslationwillnotreachitsfunctionifsuchculturaldifferencesareneglected,andhowmuchimportanceshouldbeattachedtotheculturalidentity,whichplaysapositiveroleinAdtranslation KeyWords:AdTranslation,CulturalDifferences,CulturalConnotation,CulturalIdentity 摘要:广告语言作为一种特殊的实用文体,有其独有的特点

5、,并蕴含一定的文化内涵。广告语言的翻译,是跨文化的交流活动,它不仅仅是将一种语言文字转换成另一种语言文字,而且使读者自然而然地认同广告的深层文化内涵,通过被吸引而产生广告的效应。 广告翻译必须注重目的语的文化背景,高质量的翻译不仅可以准确传达信息,还能引发读者的文化联想和审美想象,产生良好的广告效应,同时也宣传了本民族的文化,起到了对外交流的作用。为能灵活、有效和得体地表达出原语中的文化内涵以及广告信息,这就要求译者必须了解原语言和译语言的文化,确保信息准确传递。 本文结合广告翻译成功和失败的案例,从风俗习惯、社会政治制度、礼貌原则、推理模式、审美思想、语言结构六个方面文化差异对广告翻译的影响

6、,忽视文化的差异,必将一定程度上影响广告信息的传递,产生误解,使广告翻译难以实现信息的等效交流,而进一步探讨应如何注重文化认同,分析其对广告功能、目的产生的影响。 关键词:广告翻译、文化差异、文化内涵、文化认同 Contents Introduction Chapter1:IntroductionofCulturalDifferences Chapter2:MisunderstandingsCausedbyCulturalDifferences 2.1 DifferentCulturalHabitsCauseMisunderstanding 2.2 DifferentSocialPolitic

7、alConstitutionMayHindertheConveyofInformation 2.3 DifferentCourteousPrincipleMayLeadtoCommunicationFailure 2.4 DifferentReasoningMayCauseMisunderstanding 2.5 DifferentAestheticThoughtResultinDifferentAppreciationView 2.6 DifferentLanguageStructureMayMakeInformationDepartfromtheOriginalMeaning Chapte

8、r3:RoleofCulturalIdentity Conclusion References Introduction Advertisementshouldexpressacertainexpectation.Itisaspecialpragmatictypeofwritingwithauniquefeature,anditalsocontainsacertainculturalconnotation.Itshouldnotaseasyasaword-to-wordexchange,butmuchofaflexiblework. 赞 0 218.58.59.*2楼Culturalbackg

9、roundofthetargetlanguageissignificanttoAdtranslation;muchimpotenceshouldbeattached.Agoodtranslatedversionwillnotonlyconveytheinformationinaccuracy,reachingagoodadvertisingeffect,butalsostimulatereceptorsculturalandappreciatingassociation,whichwillbeofmuchhelptothecultruralcommunication,thusitalsoisa

10、impulseinculturaldiffusion. Culturaldifferencesasthemainfactorgivemuchhindrancetothetranslationwork.Misunderstandingswillcomeaboutifitisignored,theadvertisementmayconsequentlyfailtomeetitsgoal. Howtheculturaldifferencesinfluencetheadvertisementsfunctionandtargetandhowtomaketheculturaldifferencesopti

11、mizedwhentranslating?Whatkindofroledoescultureidentityplayinthiscourse?Allthesequestionsarethemaindiscussionsinthispaper. Chapter1CulturalDifferences Astheproductofculture,advertisementcanshowthecloserelationshipbetweenlanguageandculture. Advertisementisacomprehensiveartwithcommercialidentity,whichp

12、ersuadespeopleforacertainpublicitygoal.Onsomeextent,itisaspecialpragmatictypeofwritingwithuniquefeature,whichcontainsacertainculturalconnotation;onlywhenputintothesameorasimilarsocialculturecanitsfunctionandefficiencybecompletelyexplored.However,Adtranslationisanacross-culturalcommunication,whichdet

13、erminesthatitisnotaseasyasword-to-wordexchange.ItmustwinthereceptorsacceptanceontheculturalconnotationreflectedintheAds,thenreceptorsareattractedandbewillingtofollowtheAdsguide. Thusonlybyknowingthegrammar,lexicalandrelatingcapabilitiesoflistening,writingandspeakingaboutthetwolanguagesisfarfromenoug

14、htoensureculturalconnotationofthesourcelanguageisproperlyandeffectivelyexpressed.Thetranslatorisrequiredtoknowbothculturesofthesourcelanguageandtargetlanguagetoguaranteethebestconveyoftheoriginalinformation.Forinstance,“延年益寿”,“宫廷秘方”,“百年陈酿”,etc.TheseadvertisinglanguagealwaysturnupindomesticAds,whicha

15、redifficulttobetranslated,eventhoughtranslated,targetreceptorswouldnotunderstandtheoriginalculturalconnotation,andadoubttothequalityoftheproductmayarisesintheirminds. Differentcultureleadstodifferentculturalidentity.Domesticreceptorsaredeeplyinfluencedbythetraditionalculture.Theylikefollowingthepubl

16、ic,showinggreatawetotheauthoritativepeople,thispsychologicalphenomenonresultsintheexistenceofmuchadvertisinglanguagewithChinesespecialty,like“,用了都说好”,“我们都喝,今天你喝了没有”,“时尚内衣”,“部优”,“省优”,“中国消费者协会推荐产品”,etc.Whileinwesterncountries,peoplepursueindependence.Everyonetendstobeindependent.Everyoneisunique(whysh

17、ouldIdothesameasothers?Theyalwaysthinkinthisway).SoAdvertisementsthereneveradvocatepeopletofollowthepublic,rathertoariseadmirationtotheso-calledauthoritativepeople.Whatreflectsintheadvertisementare“individuality”,“independence”and“privacy”. 2005-6-18 10:06 回复 218.58.59.*3楼Differentculturesdeterminet

18、hattheproductspromotionwillturnoutfailureiftheAdsucceedinlandistranslatedliterally.Severeresearchmustbedoneontheculturaldifferences,orabadimpressionofirresponsibleormuddlingthroughmightarise,acertaindoubtaboutthequalitymightstriketheconsumer.Adsnaturaldutywillendupwithafailure.Thus,whenconductingint

19、ernationalpropagationitisveryimportanttostudythedifferencesbetweenChinesecultureandwesternculture,andmakesurenottoomuchexaggerationiscontainedintheAd. Culturaldifferencesmaketheirexistenceinmanyaspects,political,language,religion,custom,habits,etc.TheyhavemuchimportancetoAdtranslation.Oncetheywerene

20、glected,misunderstandingsmustturnsup. Chapter2MisunderstandingsCausedbyCulturalDifferences Advertisinglanguageisaspecialartform,whichhasprofoundculturalbackgroundandcanbeinfluencedbythetendencyoftheday.Adtranslationisamotionofculturalcommunication.Toavoidmisunderstanding,comprehensibilityofdifferent

21、culturalbackgroundshouldbestrengthenedinthetranslation. Whentranslating,notonlytheexactmeaningoftheadvertisementshouldbeclear,butalsotheextendedmeaningnamelytheculturalconnotationinvolvedshouldbeagreedon.Duetothedifferencesinlanguage,culture,politic,andcustom,differentunderstandingandcognitionwillfo

22、rm;thetranslationmustgoinlinewiththetargetculturalhabitsbywhichthecommunicationshallreachanidealeffect.Mr.Wangzuolianghavesaid,“whattranslatorsdealwitharesomeparticularwords,butwhattheyfacearetwocompletelydifferentcultures.”AnotherfamoustranslationtheoristEugeneA.Nida(1993)said,“Translatingmeanscomm

23、unicating,whatimportantistheextenttowhichreceptorscorrectlyunderstandandappreciatethetranslatedtext.” 2.1 DifferentCulturalHabitsCauseMisunderstanding Culturaldifferencesandconflictsmaketheirexistencewhereverandwhenever,theyinfluencepeoplesperspectivesandtheirwaysofgeneralization.Althoughpeopleofdif

24、ferentculturalbackgroundsmayhavedifferenttastes,theirpsychologicalinclinationhasmuchincommon,thatistosay,allhumanshouldpursueeleganceandluck,butavoidingcynicandominous,therebytranslatorshouldrespecttheculturalcustomsandbecautiousinchoosingwordstoavoidmisunderstanding. Forexample,apenproductofShangha

25、inamed“白翎”,thetrademarkistranslatedaswhitefeather.UnfortunatelythereisasayinginEnglish,toshowthewhitefeather,whichmeansescapingfromtheforefront.WhitefeatheristhesymbolofcowardnessinEnglish.Asaresult,thispengotabadsellinginwesterncountries.Anotherexample,“金鸡鞋油,颜色有黑、棕、白、红、黄、蓝等.”ItistranslatedintoGolde

26、nCockshoe-polishcomesinblack,brown,white,red,yellowandblue.InChina,Goldenhasameaningofvaluableandofhighquality,aswellas“Cock”alwaysleadstoapositiveassociation,thenthetranslationof“金鸡”naturallycomestoGoldenCock,whichseriouslymisleadreceptorsassociation,becauseinEnglishcockisausualindicationofmalegeni

27、tal. 2005-6-18 10:06 回复 218.58.59.*4楼SomewordscontaininggoodculturalconnotationinChinesewouldmeantheoppositeinwesternworld.TakeFangFangalip-stickasanexample,“芳芳”inChineseisaveryniceword,usuallyitisusedtodescribebeautifulthingswithflowerlikesmell.Itmightmakepeopleimagineaprettygirlwithfragrantsmell.T

28、hereisnodoubtitisanexcellentoriginalityforChineseconsumers,butinEnglishFangFangmayariseahorrorfeelingbecausefanginEnglishmeanspoisonfangthatcausingdanger.AnotherinstanceBeesscentedsoapisliteraltranslatedfrom“蜜蜂”,BeeinChinahistoryisaverylovelyinsectasasymbolofdiligence,itsculturalassociationshouldbea

29、flowerlikesmellthatappealingtobees,certainlythissoapmayattractalargenumberofChineseconsumers.Onthecontrary,westernerswouldnotfollowsuit,theassociationofbeegivesthemanuncomfortablefeelingcausedbythethinkingoffuzzonbeesbody. 2.2 DifferentSocialandPoliticalConstitutionMayHindertheConveyofInformation Du

30、etothedifferencesonsocialpolitics,wordsreflectingsocialspecialtiesmayhinderpeopleknowlittleabouttherealityfromunderstanding.Forinstance,“某公司自1981年成立以来,在改革开放,加快企业转换机制方针指引下,以强烈的竞争意识,勇于开拓,积极进取,出口额逐年上升与世界80多个国家和地区的120多家厂商建立了良好的业务关系。”“ABCCorporationhasbuiltupexcellentbusinessrelationswithmorethan120compa

31、niesandmanufacturersinover80countriesandregionssinceitwasfoundedin1981.Wemakeprogressactivelywithastrongsenseofcompetition.Ourexportshavebeenincreasingyearafteryear.”Comparethetwoversions,“在改革开放,加快企业转换机制方针指引下”wasneglected,sinceitwillbedifficultforforeignerstoknowaboutChineseenterpriseshistoricalandm

32、oralbackgroundofmanagementmechanismsshifting,itisnotnecessarytoaddsomeinformationthatshouldnotbehelpfultoforeignersunderstanding.Insomecircumstances,theinformationaboutpoliticalorthatcausedifficultytounderstandingcanbeomitted,thisomissionisreasonableanditmakesnoinfluenceforthecompanypromotion. Anoth

33、erexample,apencilsharpenerwith“大鹏”asitstrademark,anditistranslatedas“ROChardeners”.HardeneristhebiggestbirdinHansnationalmyth,havingapositivemeaningofambitiousandprosperous.Whileinwesternersminds,“ROC”standsfor“RepublicofChina”,certainlythiswillleadtoamisunderstandingandunnecessaryassociation,conseq

34、uentlythistrademarkwillbeneitherhelpfultocreategoodimpressionoftheproductsnortodefendnationaldignity. 2.3 DifferentCourteousPrincipleMayLeadtoCommunicationFailure Courtesyisthecommonconductingnormfollowedbypeoplewhentheygettocommunicate.Amildtoneispubliclywelcome.Improperwordingorharshtonemightresul

35、tinfailureforcommunication. Hereisanexample,inchina,publicgoodAdsalwaysget“禁止”,publictakethisnatural,noonethinkitisamiss,butasyouweighaboutitscommandingtone,aslightdomineeringmustbefelt.“禁止”inEnglishshouldbe“Donot”,whichisnotmildbutawordofharsh,e.g.“Donotpicktheflower!”“Donotmakenoise!”,sincesuchast

36、ifftonewillunavoidablyraiseasenseofdistance,itwonthelptocreateahappyandsweetpublicatmosphere,foreignfriendsmightfeeluncomfortable;theythinktheirpersonalitiesarenotfullyrespected.Changingintoamuchmildertonethetranslationshouldbe“keepawayfromtheflower!”“Takecareoftheflower,please!”whichwillcertainlyin

37、spirepeopleloveflowersandtakecareofflowers. 2005-6-18 10:06 回复 218.58.59.*5楼2.4 DifferentReasoningMayCauseMisunderstanding Peoplespeakingdifferentlanguagesmayhavedifferentwaysofthinkingorreasoning.Thewayofusinglanguagemustberestrictedbypeoplesdifferentculturalbackgrounds.IntheaspectofAdstranslation,

38、itmayturnoutdifficultforpeopletogaintheoriginalmeaningoftheinformation,orevenmisunderstandingscomeup.Thereisanadvertisementforcerealcrust,“本品可即购即食,食用方便”describingtheconvenienceofthefood,thetranslationisopeningandeatingimmediately,towesterners,immediatelymayleadtoanegativeassociationfoodwillgobadifno

39、tbeeatenimmediately,thismaysurelydamageproductsimage.TokeepaccordancewithEnglishspeakinghabits,translationshouldbeAlwaysreadytoserve,whichmanagestoconveytheoriginalmeaning. SoAdtranslationshouldnotonlykeepliteralcoincidencewiththeoriginal,butalsoreachtheaccurateclosenesswiththeconnotationofinformati

40、onandlanguage.Onlywhentheactualconnotationreceivedbythereceptorscanthistranslationbecalledaequivalentone. 2.5 DifferentAestheticThoughtResultinDifferentAppreciationView Toreacheleganceinsound,appearanceandmeaning,ChineseAdlanguagetendstouselotsofcouplet,parallelstructureorfour-characterstructure.Thi

41、shasmuchtodowithChinesespecialaestheticthought.Lookatthefollowingadvertisement. Amarriagebrokeradvertiseslikethis“寻寻觅觅,韶华转眼飞逝;犹犹豫豫,知音再度难逢。”“寻寻”and“觅觅”,“犹犹”and“豫豫”althoughthesewordsgetthesamemeaning,theysoundgoodinrhyme.Insteadofredundant,itsoundssonaturalandharmonious.WhileInEnglish,“synonymsrepetit

42、ion”isalwaysavoided,thusconsideringtheirappreciatingview,thetranslationshoulderasetheunnecessarywords. Nextasuccessfultranslationpracticewilltakeyoutothefurthernoticeaboutthedifferentaestheticthought. Icameback Icamebacktosoftnessandcomfort IcamebacktoDr.Whites AndIwonderwhyIeverwentaway. BecauseonlyDr.Whitesgives

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