最新TheLinguisticCharacteristicsofAdvertisingEnglish

The Linguistic Characteristics of Advertising EnglishIntroductionWith the development of international communication, translation has played an importantrole in our society, so when we are choosing the translation standard, we should consider lots ofsocial factors. The purpose of the research is very valuable. So we do the research to find theinfluence on choosing the translation standard so that help us understand the social factorsaffected the translation in the world perfectly.In our society, there are many experts who have explored the field, that’s to say, this t has a big significance to give a research. T herefore this paper based on the previous studies,intends to give more understanding to this subject study. In details, by giving the definition of translation, social factors and translation standard, we will attain better comprehension about the translation, the social factors and the translation standard. Then this paper will connect the relationship between them and discuss some influence on choosing translation standard. In brief,it intend to research into the culture factors’ influence on choosing the translation standa aim to prove the cultural difference in translation. The most important is that it will provide some interesting examples to display the validity and to spring the influence on choosing translationstandard and create a special beauty. So this paper can give a fresh impulse to continuous studyin the research of the influence on choosing translation standard.From the related materials, the thesis has gotten a brief understanding about the translationand social factors that forms a considerable part of language. And linguistic translation is one ofthe most important part in international communication, although great success has been achieved in the research of this thesis, during recent years, which regards as a topic of interest in different field, its use in translation has been achieved more attention.The theory of “faithfulness, e xpressiveness and elegance is the footstone in Chinesethe give us a standard to obey (Yanfu, 1912).According to Yanfu’s study, translation theory”　“faithfulness, expressiveness and elegance are the highest standard in translationthere are a lot of factors will affect the translation standard. In the natural world, the culturalfactor is one of the most influential factors.In the world, there are several kinds of the definition of the translation standard. it will makeclear the definition of the translation standard of language in this paper. For example, the founderof translation theory Yanfu gave his translation theory. He holds the opinion that we should obeythe criterion of faithfulness, expressiveness and elegance when we are translating any stuff,rather than depending on our own wishes. As Nida considered translation as “translatio in reproducing in the receptor language the closest natural equivalent of the source languagee two authors have some message, first in terms of meaning and secondly in terms of style”. Thsimilarity with the definition. However, translation is increasingly acquiring gravity and attention.To sum up, there are still many literature reviews related to the influence of social factors on choosing translation standard, and here this paper just choose some most representative onesamong them. However, no matter from whatever kind of perspective, we can discussion the most influential factors, and then we can find the interest of surveying. So the whole thesis consists offour parts to introduce the influence of social factors on choosing translation standardChapter One The view of translation definitionThere are narrow and broad translation criteria. The narrow one refers to that the translator should followsome rules when they do some translation activities, such as Yanfu’s principles of faithfulness, expressivenessand elegance; and broad one refers to some translation methods and some standards that the reader judge thequality of an article. It also includes the use of "literal translation" and "free translation", "domestication" and"alienation". The selection of translation standards is a complex problem, not only it involves the social factorsof the translation activity, and the background, but also with the translator's personality, ability, personalfactors on life. Due to generally existing personal difference, even though translators live in the same age, thesame area, it also can have the completely different translation standards, thus in the research of translationstandards, it’s impossible to try to include all the translators and standards, and it’s also unnecessary. Thispaper will discuss the translation of specific historical period and particular social conditions when translationactivities happen in a generalized selection of translation standards.1. The definition of translation1.1 General definition1.1.1 "Citing": to express the meaning of a language in another kind of language1.1.2 "The Oxford English dictionary": to change the meaning from one language into anotherlanguage change under reserving the original meaning.1.1.3 "The modern French Canon": from one language into another language1.2 Literature definition1.2.1 "literature translation" From the Angle of literary translation, the explanation is thattranslation is a form of art creation, emphasize the creative function of language, it’s particular about the artistic effect, literary translation try to convey all intentions by artistic effect in order to impact readers thoughts, feelings.1.2.2 MAO dun: literary translation is that using another language to convey artisticconception of the original.1.2.3 Translation is a creative activity which transfers the contents and artist style from onelanguage to another language exactly.1.3 Linguistics definition1.3.1 Catford: Translation is a kind of language that changing the source language text intoanother target language text.1.3.2 BarrHuDarove: translation is a language product which is under the invariable conditionchange into another language product (in another word to distinguish langue and parole.1.3.3 Federove "Translation theory summary": translation is one language to another language inwhich content and form are inseparable in the unity expressed in the things that have been accurately and full expressed.1.3.4 Nida: From the semantic style to reproduce the source language information in thelanguage which is the closest natural and equivalent language.1.4 Other definition1.4.1 Fan zhongying's "practical translation tutorial": translation is a kind of languageinformation expressed by another language, making the readers can get the author's original ideas, get the same feelings as the author does.1.4.2 Zhangjin's "the principles of literary translation": translation is the communication processand communication tool between two languages, its purpose is to promote the political, economic and cultural progress in this language society, its task is to put the logic image and artistic image in real world move from one language to another language intact.Overall, language school and information school emphasize conversion process that the discourse or information. Art school emphasize the recreate of artistic conception, its focus is in literary translation while did not pay attention to the literature translation.Translation is a practical activity which reappear the content, the form and style faithful, smooth from one language to another language (words and thoughts).No matter how to define, interpreters must pass the procedures: understanding, transfer, restructuring/expression, testing.Chapter2 Inevitability influenced by social factors in translationEveryone lives in a certain social historical condition. As the people live in a society, its thought, language, behavior all marked deeply in the society and era he lives. Translators have no exception. And the translation standard as the guiding principle for translator to engage i n translation activities and to evaluate the quality of the version, it will also be influenced by thesociety. This mainly manifest in the following aspects.2.1 Translation purpose always service for the certain social class and the class requirements will affect the selection of translators’ translation standard.There is no class in the translation work, it is able to service everyone who masters it, but the translators are always in a certain social class, and the translation activities with a certain purpose, and shall satisfy himself or the support of social class membership the needs of reading translated works. Therefore, the translation activity of translator always put the tastes and needsof the class as an important factor in establishing standards. For example: the Buddhist translatorof the Three Kingdoms Period ZhiQian Taoist Metaphysics to blend into the translation to gowith the text of the original Lai briefly paraphrase the language to suit the ruling class at thattime and the gods of the flowery language of surgery-loving party to facilitate the spread of Buddhism; Yan Fu reason for making "the letter, and Elegance," the translation of the standard, although the reasons for their understanding, but its fundamental purpose is to Huxley, Adam Smith, Montesquieu and others, put on Modern Thought "Hanwords before the law, "the coat, investment Qing literati appeal to their preferences in order to attract their attention to new ideas.2.2 The culture of source language and target language with different statuswill effect the selection of translation standards.Ethnic culture in the process of interaction of the position is not equal. Political, economic or military dominance on the national culturein communication often have advantage, and weaker national culture isin exchange disadvantage. Due to the strong ethnic and national minorities when the national culture in an attitude is different, the translator on process often to consciously to bring strong national cultural translation, language characteristic to please the reader.In choosing translation standards of the culture of the disadvantaged, the translator translating into strong culture literary works, often using "domestication" approach, and the works in the strong culture disadvantaged culture through translation "alienation" technique isadopted. In the third century BC, powerful Roman although military conquered Greece but had to learn to Greece by translation of culture. Proud Roman from think more remarkable than the greeks, and to the Greek literature as a "trophies" arbitrary dismemberment, adopted a "in the translation with the original competition" practice, trying to create better than the original translation.Investigation of the United States and Britain, it is not hard to find trough from Britain and the United States in political and economic aspects in the world have a lead and its cultural status is also climbs in British and American literature translation, sinceit rarely take "alienation" gimmick, mostly use "domestication" means the literary works to other culture into the British and American culture values, catering to the general reader and most commentators needs. Pound (t. Pond) translation of Chinese tang poetry and hawk Hawks, (D. "a dream of red mansions") translation is the best example. In contrast, political and economic development are relatively backward former colonies and semi-colonies nation in translation powerful culture literary works exhibited obvious when the "alienation" tendency.Such as Egyptin literary translation into colonies before adopted a "more", namely free translation; translation of "domestication" After entering the colonial period, with "cultural split personality" appear, literary translation gradually adopted the "alienation" of the western translation ", imposedon classics above our culture, and don't doubt such replacement westernvalue system of the correctness of the practice "; In colonial times, despite political has obtained independence, in the culture of trying to get rid of attachment status in literary translation, but respect or multi-purpose "alienation" strategy.2.3 The progress of social science and natural science promote the development of translation practice and theory and affect the choice of translation standard.Translation is the essence of a build in philosophy, linguistics, literature and art, anthropology, psychology, communication, semiotics multidisciplinary across languages, on the basis of cross-cultural comprehensive art creation activities. Every step of human cognitive ability enhancement, to the development of translation practice and theory will be a more or less stimulative effect, and understanding ability the enhancement is the demand of social development as the prerequisite.The 20th century art school, language school, communication school, symbols school, interpretation school wide variety of translation theory, such as the emergence of philosophy, linguistics, relies on information communication, social and natural scientific development and perfection, and these subjects only in certain social historical conditions will exist and developed, they produce is not accidental. During the late 19th and 20th century, in the previous capitalist society productivity gain considerable development,international trade flourished, powers for world hegemony between the struggle in the colonies and the establishment of the international organizations to promote the development of international politics.In order to meet the demand of social development, linguistics, anthropology, communication, information, and other disciplines emerged, and quickly with various kinds and increasing demand for combining translation activities, promote the further development of translation theories. For the complexity of the interpreter translated than ever also a more profound understanding of, in view of the different style, different readership using different standards of translation has become the consensus of translation.Chapter3 The main social factors which affecting the selection oftranslation standard.Religious, political, economic and social ideology is the main translation criteria affect social factors. They criteria for translation is primarily through select effects from two aspects of mental and physical pressure translation the translator to influence the selection of materials and standard of social public opinion, and people's thoughts to control to influence the assessment to the reading public in two aspects to achieve.3.1 The influence of religious factorsReligious factors affect the translation criteria choice the oldest factors.Ancient religious texts in the trough, the proportion of translation occupies considerable, and this kind of literature on whether to translator or critics is sacred and that contain XuanYi among the literal. Thus past dynasties in translation, translators all religious literature with emphasis on the faithful, translators are original honeycombed by "or" standard, just had to "literal translation" and had to "free" in the preface of the translation BaYu repeatedly stressed that, the purpose is to faithful to the original version mean "and" style ".They want to do so, one is for the fear of god, on the other hand is due to fear of religious persecution. Even so, the French much Etienne Do2et), ray (British side-or dyer (William. Tyndale) or by churches to "misconstrued the bible, publicize heresy" charges was hanged and burned, and "first people the bible" translator Martin Luther also nearly so in prison.3.2 The influence of political factorsPolitical influence mainly displays in the ruling class used his power to intervene in translation, translators translation standards to affect choice. Loose and free translation political environment conducive to the healthy development of the right choice and translation standards, and high pressure and autocratic it will seriously affect the selection of criteria for translationthe translator, resulting in translation geek generation.Cultural revolution has organized a large number of domestic famous translators translation "chairman MAO poetry, however this set of wisdom in a famous among thetranslation of some translators translation and cultural revolution personal the translation of the MAO zedong's poetry, instead of poorer quality than some.Investigate its reason, but because the fear during the cultural translators translation works great leader backs disorderly charges of political persecution, can't play by their creativity, and adopted the "letter to follow suit, and hurt the translation principles of beauty and readability original; And after the cultural revolution free and relaxed political environment dismissed concerns, the translator before they can make a determined according to their own understanding suitable translation standards, so that can more fully play their own initiative and creativity, a relatively high quality translation work.3.3 The influence of economic factorsEconomic factors are modern social influence the translation criteria choose the most main factors. First, translators are people too, they need to his family. Especially in the modern society, translation what material, how translation, achieve what effect, is composed entirely of translation of the labor employment decisions, tend to have too much freedom interpreter.For example, the advertising translation purpose is to promotion, then interpreter will revolve around promotion this purpose translation, and judge the quality of translation standards is tasted a product is in the receptor language environment can sell well; Translation popular literature or bestseller, publishers are demanding the translator take out smooth, understandable, suitable for mass taste of taste, and translation is abridgedtranslation is faithful to the original text fall doesn't seem to care about.Secondly, the economic developed countries and regions of the country and backward economy bumptious on economic developed country, region of human society fetish is endemic, clip in one of the translator unavoidably not affected. The translator is comparatively backward economy in the country's literature translation into the economy developed regions or countries tend to use when "domestication" gimmick; And the economic developed countries literature translation into economic relatively backward country is tend to use the "alienation" gimmick.3.4 The influence of social ideologySocial ideology criteria for translation select effects also nots allow to ignore. Living in different social cultural background people with different social ideology, and different kinds of social ideology often forced translatoron some works have to consider what should "whole translation of" or "Evans", whether to need to make some changes to avoid original readers displeasure.For example, in many foreign masterpiece, like Shakespeare's plays, Arab "Arabian night's entertainment" in the "the decameron" BuJiaQiu has more or less some obscene, of obscene language or describe, these works when translated into Chinese are different degree of exclusions for adolescents and alter, lest readers harmful effects. In addition, different social ideology can also affect the translator of works appear in person or thing likes and dislikes, thus unconsciously give translation bring your own emotional.The most obvious example to calculate the Chinese mainland and Taiwan, thetranslator in the United States and the former Soviet union leaders emotional color difference name. Former Soviet leader nikita Khrushchev's name in Taiwan was translated into "black LuXiaoFu", "black" in the Chinese have "darkness" and "vicious" meaning, and former US President Ronald Reagan "", bush" has been translated as "Ronald Reagan" and "bush", "ray" have the emotional power, magnificent, and "contain" "hope" meaning. This reflects Taiwan interpreter pro-american enmity Sue feelings tendency.3.5 Influence of cultural factors in translation3.5.1 Cultural context -- the important factors affect words translationCultural context belongs to the category of non-linguistic context, this concept was originally established by nowski Mali - (1923) put forward, it is the study of language use and function of the study of pragmatics, refers to one category a speech community specific social norms and custom, it mainly divided into material culture and spiritual culture. In recent years, as pragmatics the deepening of the research and development, the cultural context to broaden the range.Samovar (1998) think cultural context including knowledge storage, experience, value, behavior, attitude, religious beliefs, time concept, spatial relationships and discipline, and other aspects. ClaireKramsch (1998) further explains the concept of a cultural context. Think tribal economic, social organization, family pattern, reproductive custom, seasonal cycle, time and space concepts are key elements of cultural context.11On the one hand, super regional cultural commonalities relative guarantee the readers from their own culture Angle can get from the original readers roughly the same feelings. On the other hand, because of all ethnic groups in personality, cultural and not seek countermeasures of heterogeneous easy things, different cultural ideas will forming local crossover collision and conflict. For foreign culture, people's most easy to understand and accept the surface structure is the foreign culture, namely "hard culture" section.3.5.2 Influence of thinking modeThe western nationality idiomatic by a more abstract, the analysis of the mode of thinking, the sentence type often in subject and predicate for the core, multiple phrases and clauses, and stood by the Lord to The Times, but well-knit fits and meaning. And Oriental nation idiomatic by many to a specific, the more comprehensive thinking mode, the sentence with verbs as the center, in time sequence, transverse PuXu, pay attention to integral harmony.Sometimes English a long sentence need several short sentences are translated into Chinese language, while some a group intended for a short sentences but can co-translator long sentences in English. Both Chinese and English understanding and thinking-mode difference determines its in the process of translating sentence choice, construct sentences, words. Different omission So e.g：“It had been a fine, golden autumn, a lovely farewell to those who would lose their youth, and some of them their lives, before the12。