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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