英汉广告文化和翻译8

英汉广告文化和翻译8某某大学本科生毕业论文英汉广告文化和翻译学生姓名：某某指导老师：某某院（系）：外语学院年级专业：英语某届完成日期： 2012年3月3日English-ChineseAdvertisementCulture and TranslationAbstractAdvertising is a particular need to, through some form of media,the public and the extensive transmission of information to the public means of publicity. Advertising has the branch of broad sense and narrow sense , Advertisement is not only an economic activity，butalso a cultural communication . In China，the authoritative definition of advertisement is the Advertisement Law of the People's Republic of China . "Advertisement" refers to "Any commercial advertisement , which passes certain media or forms , directly orindirectly introducing their commodities being sold or services being provided" . The translator is in important position to apply advertisement languages . At the same time , they confront any kinds of difficulties , because of the different culture and language if different counties . In evidence , the translation of the advertisement is different from the other stylistics . The translator should have universal knowledge including language , culture of society , folkway , aesthetics , psychics , economics and advertisement's principle . At the same time , the translators also adopt new strategies when they translate . Advertisement culture includes the culture of goods and the culture of market . The advertisement is a propaganda form which is the sales of commodity of cross-nation and cross-culture .Key Words : Advertisement ; cross-cultural ;communication ; differences ; strategy ;摘要广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。

广告有广义和狭义之分，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服务。

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多种困难。

国际广告的翻译显然不同于其他文体的翻译，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。

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。

关键词：国际广告；跨文化；交流；差异；策略ContentsAbstract........................................... .. (2)Key Words.............................................. .. (3)摘要................................................. (3)关键词................................................. .. (4)Introduction....................................... (7)I . Advertisement (8)A The Definition of Advertisement (8)B .The Classifications of Advertisement (8)C . The Functions of Advertisement (10)II . The Effects of Language (10)A . The Form of Character Differences (10)B . Trope Differences (11)C . Sound Difference (11)D . Semantic Difference (12)Ⅲ. The Effects of Culture (12)A . Different Psychology Construction (12)B . Different Region Environment and Human Environment (12)C . Different Cultural Values (13)Ⅳ . The Effects of other Factors (13)A . Cultural Barriers (13)B . Laws and Regulation (14)Ⅴ. Marketing Strategy (14)A . The Cultural (15)B . The Standard Language........................................... ..15C . The Character of Product Advertisement (16)D . Innovation (16)Conclusion......................................... (16)Acknowledgements................................... .. (16)Bibliography (17)IntroductionAdvertising has the branch of broad sense and narrow sense, broad advertising economic and non-economic advertising advertising. Non economic advertisement refers to profit for the purpose of advertising, also known as the effect of advertising, such as government administrative departments, social institutions and individuals of various announcements, notices, statements, the main purpose is to promote the narrow sense refers only to economy; advertising advertising, also known as commercial advertising, refers to the profit for the purpose of advertising, is usually commodity producer, operator and consumer information is an important means of communication between enterprises, or occupation of the market, selling products, providing labor important form, the main purpose is to expand the economic benefits. Chinese economy has already entered the world market . Advertisement which is a fundamental market tool plays an important role in Chinese economy. And it contributes much to the entrance of products' sale and services to the world market . As a phenomenon , the study of advertisement in the West has a history of more than thirty years . In contrast , the study of it in china is still in its infancy . though a lot of articles and words have been done on the research of advertisement these years , they are superficial . And the research of advertisement translation still remain blank except for several articles sparkling in journals . So it is necessary to do study in this perspective .Ⅰ. AdvertisementA . The Definition of advertisementThe essence of advertising there are two, one is the spread of advertising, advertising is advertising to audiences owners groups and a means of communication and skill, another refers to the role of advertising itself is a profitable commodity sales. Generally speaking, advertisement is a popular a kind of communication; the elegant art is decided by its audience is only a minority, but not the vast majority of people. Creative advertising .So successful advertising is to let the public to accept a kind of advertising culture, rather than the so-called reality and elegant art. The effect of advertising from a certain extent determines the success it is it right?. For example : Melatonin advertising is successful, and the success of the Dongguan Confucius advertising, because its gift ideas positioned in the working class is very successful, the market share of sales also illustrates this point.There are various definitions of advertisement according to different or purposes . Albert Lasker , the father of modern advertisement , said advertisement was ''salesmanship in print .''This saying indicates that the ultimate objective of advertisement is to sell . However , with the development of media and the expansion of the nature and scope of advertisement , this saying is quite limited .Encyclopedia Britannica defines advertisement as follows :“ Advertisement is a form of communication intended to promote the sale of a product or service , to influence public opinion , to gain political support , to advance a particular cause , or to elicit some other response desired by the advertiser ... Advertisement is distinguished from other forms of communication in that the advertiser pays the media to deliver the message .'' [ Encyclopedia Britannica , Volume 1 , 1994 ]This definition extends the objective of advertisement to persuading people to do response . It indicates that advertisement is a form of communication , and it further points out that advertisement is different from other forms of communication in that the advertiser pays the media to deliver the message .In this study , I shall use the definition put forward by Willian F. Arenas and Courtland L. Bovee , which is a quite comprehensive one : ''Advertisement is the no personal communication of information , usually paid for and usually persuasive in nature , about products [goods and services ] of ideas by identified sponsors through various media .'' We should comprehend this definition as below : （1）Advertisement reaches us through media . In China , the authoritative definition of advertisement is in the Advertisement Law of the People's Republic of China .''Advertisement '' refer to ''Any commercial advertisement , which a commodity operator or service provider pays for , through certain mediaor forms , directly or indirectly introducing their commodities being sold or services being provided ''. （2）Most advertisement is paid for by sponsors , except some public service ads . Most advertisement is intended to be persuasive to convince people to buy products or services , but some ads promote the images of enterprises . （3）The sponsor must be identified . It appears as trademark , brand name of products or services , or the name of an enterprise in the advertisement . （4）Advertisement is directed to groups of people rather than individuals （no personal）. The groups of people are the intended or the target audience of the advertisement communication .B . The Classification of AdvertisementNational advertising, namely for the audience and the choice of national media advertising. The coverage area is large, the number of audience, the impact of a wide range, the high cost of advertising media. Is suitable for the area difference of small, strong universality, sales of products. Due to national advertising audience geographical span, advertisement should pay attention to different regions of the audience's characteristics.Regional advertising, is to tie in with the enterprise's market marketing strategy which is defined in one area of the dissemination of advertising, advertising can be divided into local and regional advertising. Local advertising and retail advertising, in order to match the intensive marketing strategy, advertising by local newspapers, radio, television, signs and other local media, to promote the audience to buy or use the product, common in the consumer goods advertising, in order to combine the form of advertising, from corporate and retail store share the cost of advertising. The advertisement advocate general for the retail industry, real estate, garment industry, local industry and other local enterprises. Regional advertising is limited in the domestic area such as Southern China District, North District or in some provinces of the advertising campaign. Regional advertising products tend to be regional selective or regional needs strong product such as humidifier, anti-slip, swimming equipment. It is differentiated marketing strategy is an integral part of .C. The Functions of AdvertisementGenerally speaking , the function of advertisement fall into two categories : the economic function and the ideological function . The economic role of advertisement may be its primary role . It bridges markets , products and consumer goods to the public and thus support the free economy . It can help the consumers to identify and differentiate products and build brand preference and loyalty .To make an indepth study , we find that advertisement involvessocial values and attitudes . Nowadays , more and more advertisement adopts the style of emotion appeal . They suggest our concerns about relationship , our sense of social status , happiness and contentment and many others . It may be said that advertisement is a mirror of ideology and culture . By imposing images on the products and services , advertisement can influence our attitudes and feelings and meet our ideological needs so as to persuade us to act . For instance , some advertisers claim that the consumption of their products will give youth , love , social acceptance etc .Ⅱ . The Effects of LanguageAdvertising is an advertising art works to have artistic appeal not only to attract the audience also touches the emotion to the enterprise and commodity produce good guides purchase behavior ( Hu Yi 1999 ). In order to achieve the purpose of not in international advertising language translation must be carefully goodness and beauty. Advertising itself also contains abundant cultural connotation it reveals that a nation's psychological characteristics, beliefs and values .A . The form of Character DifferencesThe character which is used in different counties , nations and regions is different . According to the investigation ,“ true ''“dream '' “ love '' “worry'' and “ beauty'' is the best letters in Japan . Chinese more like “福'' “寿'' “喜'' “乐'' and so on . But the American author lrving Wallance selects the most beautiful English letters , these are :“chime'' “golden'' “lullaby'' “melody'' “murmuring'' and so on . These characters are not only graceful in implied meaning , but also beautiful in appearance . It makes person sweet in psychology . Especially , the character which has the only integrated system , and strictest construction . So we can interpret without real understanding . It gives person visual impact , and starts up inspiration .Example : “The Samsung Digital Experience'' : We design our products to bring joy to your world . That's why our phone includes an MP3 player . And why our super-sharp monitors and high definition televisions glow with amazing color and clarity . It's the way our YEPP MP3 player creates the perfect soundtrack to your life . And its how our fun features and practical solutions will make your day . Enjoy your Samsung Digital Experience . We made it just for you .B . Trope DifferencesIn order to make content visualize and make the main words bright , the trope is used in advertisement . But it brings some difficulties to the translator because of the traditional trope differences between the East and the West . It contains comparison , symbolize and quibble , and so on . But the quibble is the most difficulties in translation . The quibble contains symphonic and multimodal . For example , ''It is difficulty to satisfy both parties .Example : ⑵ ''For vigorous growth , plant your money with us . [Legal General]''. This ad describes investment as planting , which makes it very vivid , appealing to the readers' association . In another way , we can say ,''get big return ; invest your money with legal & general ''. But this expression loses the additional contextual effects , leaving on room for imagination . Here the metaphor is a verb ''plant''.C . Sound DifferenceThe pronunciation of language can cause different aural effect , and inspire different reaction in psychics : softness or ringing . The onomatopoeic motivation , sound symbolism and echoism usually are used in advertisement language . Thus , it sounds beautiful . But it also brings many difficulties because of the differences of sound , onomatopoeia motivation , and rhyme between Chinese and west . For example , in order to increase the beauty of phonology , alliteration , assonance , rhyme and consonance are usually adopting in the English advertisement words . For example , the advertisement word ''never late on Father's Day'' , two make it harmonious . But it is very different to reserve these kinds of music's beauty in Chinese . Otherwise , the translator should notice some pronunciations which maybe because bad effect in others language . For example , the Toshiba company in Japan once used a advertisement w6rd ''东芝[Toshiba] , Toshiba , 大家的东芝[our Toshiba]''. This is advertisement lyric . But some young people use partial tone to translate ''偷去吧，偷去吧，大家的东西'' . It makes this advertisement in strict . And ''Toshiba'' becomes weaker .Example : ''Foiled again ? Try Dillions .''erotizes for the Dillion bookstore . ''Foyle'' is the title of another bookstore . By adding a letter ''d'' , the advertiser makes it sound the same as ''foiled'' . The whole sentence can be interpreted into ''If you can not find your books in Foyle , please come to Dillion .''D . Semantic DifferenceLanguage is a part of culture , and also is the culture carrier . It reflects national characters. It not only contains the background of history and culture , but also holds some opinions about life , life-way , and thinking-way . And advertisement word is reflected by culture . The translator can't only know surface meaning, but should understand theextended meaning and rich cultural containing . People usually like to extend idiom , saying and famous pomes in the advertisement. It makes semantic, recant and conflictive . It is difficult for the translator . Especially , if we don't' consider other elements about language , culture , politics and custom . It isn't fit for western culture . (1)The translation isn't fit for western culture . For example , the "Bailing" pen made is shanghai is "Whits Feather" in English . But itisn't known by people who speak English . Because in the idiom "to showthe white feather" , (means flee on the eve of a battle) . "White Feather" symbols craven . (2) The translation has political metaphor . For example ,the sacking shoes of "Dapeng" is translated "ROC" . "Dapeng" is a spiritin Chinese myth; "roc" is also a big bird in English apotheosis . It is blameless .But it is similar to English abbreviation of ''中华民族'' by chance . It isn't of course done . (3)Some Chinese spelling is English words by chance . For example , "puck" is the meaning of "sickness" in English. (4) The translation isn't elegance . For example , the word "cock" usually is figured body apparatus . If the word with "cock" inthe advertisement , we immediacy translate "cock" . It damages products' figure . It gives person a kind if caddish , illiterate impression .Ⅲ . The Efferent of CultureA . Different Psychology ConstructionThe Chinese people have steady psychology construction , so it comes into being characteristic cultural psychology , with ''humanity''''pragmatic'' ''patience'' . They think much of authority , but ignorefact . It is the group psychology ; they think much of colony , but neglect individual ; they think much of material benefit , but neglect impression ; they think much of moral , but ignore effect . It is the egalitarianism .In opposite , the psychology construction of the western people is complexand loose , with ''humanism'' ''cognize'' ''action'' .B . Different Region Environment and Human EnvironmentChina is one of the four countries with an ancient civilization .It lies in the rich land . So family is very important in their mind . Compared with the west , China has a long history . The western peoplehave an area of narrow , and they often flight . The concept of the familyhas become less important in their minds now .Advertisement culture clings to the body culture . With the communication of the world economy is more and more . The tendency ofthe world's development is the ''global village'' . It is certain that advertisement culture is fused . The seeking of Chinese people trends''new , famous ,penetrating , beauty'' . The using functionality isinstead of aesthetics step by step in China . If we know difference between the Chinese and the west , we can do with a definite purpose .C . Different Cultural ValuesThe Chinese of cultural values possesses profound the spirits of humanism . People's value is acted in ''introspection'' and ''restraining oneself'' . The Confucians had advocated ''cultivate character , regulate the family and run the state , manage nation". And they emphasis the ability of moral standard . Thus , it comes into being the introverted mind step by step . The professor yang who is a Chinese American thinks : the Chinese people pay attention to the texts of products in the advertisement . Its cultural background is the ethic and religion which come from Taoist school , Buddhists and Confucians . "It has the fatalism tint . The relation is established on the positivism ." Compared with Chinese , the western people's temperament is extroverted . They pay attention to the Out-form of advertisement . They request sensory effect .Ⅳ . The Effects of of Other FactorsAdvertisement translation can be regarded as a commercial activity . Its characteristics must be different from common translation (literary translation), but close to the qualities of advertising creation , and it is also restricted by all the factors that influence advertisement creation .A . Cultural BarriersThe audience of advertisement is consumer . When translating an advertisement into another language , the translator must study the consumer behavior in that country . Many factors influence consumer behavior , including cultural background , political views , religious belief , individual preference , age , sex , income , consumption habit and so on . Cultural factors include culture , politic , religion habit , etc. Cultural barriers refer to the cultural factors which have negative impact on the effect of advertisement publicity . For example , the English word "dragon" is often associated with tire and portrayed as breathing fire , or also as a creature of that primeval chaos which was to be destroyed only through disciplined marshaling of mental and physical prowess ; but its corresponding word "龙" in Chinese is usually understood as a symbol happiness , capable of producing the potion of immortality (Biedermann , 1989). It "金龙牌” was translated as "Golden Dragon" , it would have negative effect among western community.One typical example is about the promotion of the "OPIUM" brand fragrance in China . The advertiser's intention is to appeal consumers through the attraction of opium . But he doesn't know that opium is what Chinese people hate . It associates with invasion and the national humiliation in Chinese historical culture . As a result , the fragrance was violently resisted by Chinese people after it appeared in Chinese market . And later on it was banned from being sold in China for violating Chinese trademark law . Another similar example is about Chinese "芳芳“ cosmetics . It was translated into English as "FangFang" , meaning snake's poison tooth . Who dares to buy such frightening cosmetics? There are also other factors influencing the translation of advertisement such as different thinking patterns , aesthetic view etc. When doing translation of advertisement , translators should take factors into consideration and try to cater for customers' material and spiritual meed .B . Laws and RegulationWhen translating advertisement into another country , laws and regulations in that country must be considered . In China , the advertisement laws have been promulgated in 1994 , and later on some advertisement regulations were issued . The comparative advertisement is banned in China , while in America they are allowed . In addition , some states in America may have their own laws which sometimes are different from the national law . Some countries have very restrictive trade mark laws . When translating trademark , we must be very careful not to conflict with the registered trademark in that country .Ⅴ . Marketing StrategiesMarketing strategy includes marketing target (whom are the products sold to) ; marketing tactics (how to sell) and marketing goal (how many to be sold) . Advertisement is a part of marketing tactics . The final aim of marketing to put consumers into action of purchasing , but there may be different marketing tactics in different phases of a company's operation . A company's marketing goal may be to create image for the enterprise ; to establish brand name for a new product ; to promote a traditional product ; or to scramble for market shares . If its chosen aim is to create image for the company , the publicity should stress on the name of the company . If it is to promote goods , the publicity should emphasize on what the consumers most concerned such as the function and price of products , after sales services . In international marketingactivities , every company must have its own marketing strategy . As a part of international marketing , advertisement translation should be in line with a company's marketing strategy .A . The Cultural traditionFor example , English don't like elephant , but like panda ; Italian and Spanish both like rose , but abstain form chrysanthemum ; Japanese abstain form lotus and fox , but like cherry blossom , tortoise and duck ; Russia think that the yellow rosebush means ''break off'' or ''unlucky'' ; French and Belgian both think that walnut , peacock and chrysanthemum are ''unlucky goods'' ; some countries in the North Africa abstain form the designs with dogs ; the country which embraces Islamism abstain form using the designs with pigs and dogs as lacer . In addition , the advertisement words about colors can't ignore : abstain form blue , the think blue is unlucky ; Turk forbid using flaring goods to arrange house ; Japanese abstain form gree , but India like green . Kinds of taboos scarce . It is a kind of peculiar knowledge in the folkway . The translator should study more knowledge about the taboo , do their best to promotion the products .B . The Standard LanguageUsing Idiom Circumspectly : It has enormous limitation to use idiom to translate advertisement . So we don't abuse idiom in the advertisement translation . So the translator is in a position to apply advertisement language . The translator should possess universal knowledge including language , the culture of society , folkway , aesthetics ,psychics , economics and advertisement's principle . With the integration of China's economy into the world market , advertisement which is a fundamental marketing tool plays an important role in China's economy , and it contributes much to China's sales of products and services in the world market .Normative Pronunciation and Font : Using the standard Chinese characters and common Chinese has great signification to build the domestic market , extend the exchanging of commodities , economic connection and expand the overseas business . If the translator had used uninformative words , it can affect the value of advertisement , thereby affect economic effectiveness .C . The Character of Product AdvertisementThe translator should understand character about translated advertisement and products . first , it is character ,including product's quality , producing area ,act and capability . Second , it is grade , including technical standard , cultural sentiment , price and credit of products .D . InnovationAdvertisement language itself is full of rich imagine and enormous creation . Its exclusive aim is to promotion . But because of the differences about society culture , language and nation psychology , it's very difficult to translate the advertisement language of one country into the advertisement language of the other country . Because of new tendency of international advertisement , we should pay attention to connect local culture , and keep the spirit of local culture . Because the culture is nothing but national culture , it is the world culture .ConclusionAdvertising is a particular need to, through some form of media, the public and the extensive transmission of information to the public means of publicity . Advertisement is not only an economic activity , but also a cultural communication . The translator should possess universal knowledge including language ,the culture of society , folkway , aesthetic , psychics , economics and advertisement's principle . The translation is restricted by the product's marketing strategies , the market conditions , laws and regulations , and cultural barriers . This article discusses advertisement translation from the three aspects . It makes a detailed comparison about advertisement ; discusses the differences of advertisement culture and language ; discusses other factors influencing advertisement transition ; gives some methods of advertisement translation . As an aspect of advertisement language study , the principles and approaches are indeed workable . I make analysis of many examples .AcknowledgementsI would first express my sincere appreciation to my tutor - Mr.Guan jianbei ,who kindly spent his precious time in reading and revising each draft of the thesis . Without his constructive suggestions , patient guidance and kind encouragement , the completion of the thesis would not have been possible .At the same time , I would also show my gratitude to Ms.Li fangfang , Ms.Shan haihui , who gave me suggestion and help in the course of this thesis writing . My thinks go to all the teachers who have taught me in。