浅析功能对等理论依据下的汽车广告翻译

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1、 .wd. 毕业设计(论文)A Study of Automobile Advertisement Translation from the Perspective of Functional Equivalence学生姓名:学 号:专 业:指导教师:学 院:独创性声明本人郑重声明：所呈交的毕业设计论文是本人在指导教师指导下进展的研究工作及取得的研究成果。其中除加以标注和致谢的地方，以及法律规定允许的之外，不包含其他人已经发表或撰写完成并以某种方式公开过的研究成果，也不包含为获得其他教育机构的学位或证书而作的材料。其他同志对本研究所做的任何奉献均已在文中作了明确的说明并表示谢意。本毕业设计论文

2、成果是本人在新余学院期间在指导教师指导下取得的，成果归新余学院所有。特此声明。作者签名手写： 签名日期： 年 月 日 版权使用授权书本毕业设计论文作者及指导教师完全了解新余学院有关保存、使用毕业设计论文的规定，有权保存并向国家有关部门或机构送交毕业设计论文的复印件和磁盘，允许毕业设计论文被查阅和借阅。作者签名手写： 指导教师签名手写：日期： 年 月 日 日期： 年 月 日论文题目：浅谈功能对等理论依据下的汽车广告翻译专 业：英语学生姓名：指导教师：摘 要广告是一种特殊的应用文体，美国市场营销协会AMA)给广告的定义是：“广告是由特定的广告主通常以付费的方法通过各种传播媒体对产品、劳务或观念等信

3、息的非人员介绍及推广。随着人类社会的进步，经济开展大步向前，越来越多的贸易往来走向国际，作为经济全球化开展的标志之一，汽车广告在人们的日常生活中扮演着越来越重要的角色。汽车广告翻译的成功与否更是直接决定了产品在目的市场上的销售力度。国内关于汽车广告的研究多以传播学和营销学的角度进展的。鲜有从语言翻译角度进展研究。文本主要以汽车广告翻译为研究对象，以功能对等理论为指导思想，分为三大局部进展论述。第一局部，广告语言和汽车广告入手，研究汽车广告对现代社会生活的意义。第二局部，以功能对等为理论依据，具体介绍这一翻译理论。第三局部，结合功能对等理论及翻译原则与方法，从直译与意译、套译与创译等方法表达汽车

4、广告翻译。与此同时，本文将列举大量的成功或失败广告翻译例子，从关注文化差异、进展文化转换、增强广告情感美、表达人文关心等方面进一步说明。总的来说，广告翻译最大的特点是说服消费者采取行动实施购置行为。这与奈达的“功能对等理论相符，即目的语读者对目的语的反响与原文读者对原文的反响在一定程度上是一样的。希望通过本文的论述，能够有助于我们掌握汽车广告特色，找到适宜的英汉翻译策略，提高中国汽车品牌在国外的影响力和竞争力。关键词：汽车广告翻译；功能对等理论；翻译策略Title: A Study of Automobile Advertisement Translation from the Perspec

5、tive of Functional EquivalenceSpecialty: EnglishApplicant: Li LinSupervisor: Lecturer Yaohong YinABSTRACTAs a special text, the definition of advertisement by American Marketing Association is that “Advertising is the non-personal communication usually paid for and persuasive in nature about product

6、s, services or ideas by identified sponsors through the various media. With the development of society, the economy becomes flourishing, more and more trade tends to be international. As a symbol of global economy, automobile advertisement translation becomes more and more important to our daily lif

7、e. The marketing sales are directly determined by the success of advertisement translation. Most of international advertisement translation researches focus on the science of communication and marketing. There is few people study on language transformation based on functional equivalence theory. Thi

8、s paper will take automobile advertisement translation as main study object. It mainly includes three parts. First part discusses from advertisement language and automobile advertisement. Second part introduces functional equivalence .Third part is about translation methods under the guidance of the

9、 functional equivalence theory. They are literal translation, free translation, loan translation and creative translation. At the same time, there are a number of successful or failure cases which are enumerated in the paper. A deep analysis of these translation cases is carried out the perspective

10、of culture difference, culture transformation, advertisement emotional beauty and humanistic care.Generally speaking, the major feature of advertisement translation is persuading consumers to take action to implement the purchase behavior. Thats to say, the response of the target language readers to

11、 the target language and the response of original language readers to original language are the same in some extent. Study on typical automobile advertisement translation is helpful to us to master characteristic of it. And we can find out the proper translation methods, at the same time increase th

12、e influence and competitiveness of Chinese car brands.KEYWORDS: Automobile Advertisement Translation; Functional Equivalence;Translation Methods.CONTENTS.Chapter One Introduction1.Chapter Two Literature Review3.Chapter Three Advertisement and Automobile Advertisement73.1 The Definition and Character

13、istics of Advertisement73.2 Automobile Advertisement Language8.Chapter Four The Influence of Culture Difference94.1 The Influence of Different Values.94.2 The Influence of Different Aesthetic Senses94.3 The Influence of Different Taboos and Customs104.3.1 Taboos104.3.2 Customs114.4 The Influence of

14、Different Religions12.Chapter Five Functional Equivalence Theory155.1 Abandoning the Traditional Part of Speech165.2 Using Kernel Sentence to Surmount Sytax Barriers175.3 Using Isomorphism Explained the Social Culture Linguistic Sybmbols18.Chapter Six Translation Methods for Automobile Advertisement

15、196.1 Literal Translation and Free Translation196.1.1 Literal Translation196.1.2 Free Translation206.2 Coping Translation and Creative Translation216.2.1 Coping Translaiton216.2.2 Creative Translation22.Chapter Seven Conclusion25References27Acknowledgments29.Chapter One IntroductionAdvertisement was

16、 derived from a Latin word, advertere. It means a way that can be used to arouse public attention to something, and influence their behavior. As a special language mode, advertisement has a long history. It is said that commercial advertisement appeared at British newspaper in the early 1600s. In th

17、e process of economic globalization and integration, countries all over the world have inevitably become a part of the world economy system. During international economic exchange, the material exchanges which are represented by goods become one of the most important things. Therefore, advertisement

18、 translation plays an important role in the international trade. As we all know, USA is called a country on wheels. It shows the importance of automobile industry. With the development of economy and the improvement of peoples living standard, automobile has become very popular in our daily life. An

19、d the automobile advertisement translation problems emerge followed on it. The famous American translation theorist Eugene A. Nida had came up with the theory of functional equivalence in 1969. He gave the definition of translation as follows.Translation consists in reproducing in the receptor langu

20、age the closest natural equivalence of source language message, first in terms of meaning and secondly in terms of style.1Thus, the translator should obey translation principles and methods, and pay attention to the factor of culture. A successful advertisement can gain enormous benefits. At the sam

21、e time, it can promote culture exchange and win the favor of consumers. On the contrary, a failed advertisement will not only get the desired result, but also make consumers feel confused, and lose interest in the product.Automobile advertisement translation is not only related to product reputation

22、, sales volume and economic benefits, but to some extent also reflects the cultural quality of the country and the nation. 2 Therefore, translators need to pay attention to the response of the target readers.The whole thesis will be divided into seven chapters. The first chapter is the introduction

23、and outline of the paper. The second chapter is literature review. The third chapter is advertisement translation and automobile advertisement translation. It consists of two parts, discussing advertisement and automobile advertisement. The fourth chapter is the influence of different culture. It st

24、udies on values, taboos, customs, and religions. The fifth chapter is functional equivalence theory, mainly about four parts. It discusses from Nidas functional equivalence theory and some problems. The sixth chapter is translation methods for automobile advertisement. It discusses several methods o

25、f advertisement translation, such as literal translation, free translation, loan translation and creative translation. Last chapter is the conclusion part. This part draws a conclusion of the research and some suggestions and implications are given based on the findings of the study. . Chapter Two L

26、iterature ReviewPeople have various definitions of advertisement for a long time. Almost without exception, they think that translation is the core part of international sales. It bears the business profit, and cross-culture communication. As the symbol of global economic, automobile advertisement t

27、ranslation becomes one of the most important things to enter international market. Therefore, translators need to pay much attention to customers response.This essay will focus on the automobile advertisement translation. And it makes an analysis of automobile advertisement function and significance

28、. In order to promote the development of the pluralistic society and enhance cross-cultural exchange, it has a great important value to understand the advertisement translation. Thus, this essay, targeting at improving translation level and promoting cross-cultural communication, makes a close analy

29、sis of motor advertisement expressions, including the definition, the culture difference between east and west, the translation theory of functional equivalence, and the translation strategies based on Nidas functional equivalence theory.It has a long history of the study on the advertisement transl

30、ation. Many scholars have made deep research on the translation of advertisement and generally formed their own theories which have been accepted by the translation circle. These researches can be divided into three categories, the research on the culture difference between east and west in advertis

31、ement translation, the influence of marketing in advertisement translation, the influence of economics and finance and so on. It is referred to many books about advertisement. Whereas, there are most of scholars put their emphasis on the influence of culture difference. It can be summarized as follo

32、ws.Firstly, the influence of culture difference between east and west. This part refers to history and the way of thinking. Secondly, advertisement has influence on marketing. This part mentioned the study of marketing and the study of advertisement are closely related. It is applied to everything t

33、hese days. Thirdly, advertisement has impact on economics. For this part, many scholars start to analyze various factors of the relationship between advertisement and globalization. And they come up with some strategies of advertisement.There are many researches in China and overseas. They study the

34、 advertisement in different ways and from different angles. Different with them, in this thesis the author pointed to the methods of automobile advertisement translation.In this article, it focuses on advertisement translation methods under the guidance of functional equivalence. According to functi

35、onal equivalence theory, translators choose the best translation methods during the automobile advertisement translation process. And there are mainly four translation methods.The first translation method is literal translation. We use this method when we can find the equivalent expressions in both

36、the Chinese and the English. Original advertisement: New Audi A4: We would never say the new Audi A4 is the best in its class. We dont have to.Translation:我们 基本不必说新型奥迪A4是同类车中最好的，没这个必要。Original advertisement: BMW: Sheer driving pleasure.Translation:宝马汽车：纯粹的驾驶乐趣。The second translation method is free t

37、ranslation. It can make a person in different country have beautiful vision of products. For example,Original advertisement: Volvo: For life, life.Translation:沃尔沃：关爱生命，享受生活。The third translation method is loan translation. Make customers have a same reflection.Original advertisement: Mitsubishi: Not

38、 all cars are created equal.Translation:三菱汽车：并非所有的汽车都有一样的品质。The fourth translation method of my thesis is creative translation. That means when you want to translate, you have to understand the usage and its cultural connotation and know clearly the real meaning, symbolic meaning and deeper meaning.

39、Original advertisement: BMW: To protect others, first protect yourself.Translation:宝马：防范至上。Above all, if we want to translate the advertisement clearly, the most important thing is that we should keep the same function of original advertisement and translation in mind. “People should know the purpos

40、e of translation. 3 From where the author stands, the development of translation cannot rely on its own. Instead, it is developing with the economy, culture, and any respect of the society. To translate the best writings, we should combine the theory and practice. . Chapter Three Advertisement and A

41、utomobile Advertisement3.1 The definition and characteristics of advertisement Most of scholars think advertisement contains a lot of things, and has many implications. There are many different views from different persons who have invested in advertisement. Weil Basher made a summary of those diffe

42、rent views. “Advertisement is a kind of commercial behavior. Advertisers and marketers are using it to make profits through the mass media. And they hope customers can accepted and believed the information of products.American Marketing Association gives a definition of it. “Advertisement is the non

43、-personal communication usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media. We can give the definition of advertisement language in both broad sense and narrow sense. For broad sense part, advertisement language is various lin

44、guistic that uses in advertisement communication. It consists of pure linguistic means and non-linguistic means. As for narrow sense part, advertisement is mere language and literary device that using in advertisement communication.From the above definitions, we can know the most basic function of a

45、dvertisement was provided information to audience. Except spreading information and arousing peoples desire to buy the product, it also can help to establish a good brand image. Overall, advertisement has educational function, cultural function, social function and economic function. In order to ach

46、ieve these functions, G.N Leech put forward an abbreviation principle called “AIDA. It means attention, interest, desire, and action. 4 He thought that a good advertisement should arouse peoples attention and awaken the potential interest. Then it caused their desire to buy the advertisement product

47、s. Finally, people put their desire into buying behavior.Advertisers often use several of media to transfer information. The automobile advertisement also use the same way. Motor producer usually promoting sales through different media, such as TV, advertisement, radio, poster, magazine and internet

48、.3.2 Automobile advertisement languageIt was not until 20th century that the first car was born. Therefore, automobile advertisement is a new field in the history of advertisement. To us, there is no definition of automobile advertisement at present. We can define the automobile advertisement langua

49、ge through summarized the basic definition of automobile and advertisement. “Automobile advertisement language is a kind of communication modes. It can provide basic information, service and culture of automobiles. Advertisers transmitted advertisement through mass media. Before analyzing the transl

50、ation of automobile advertisement which is a part of translation, we need to look back to the advertisement translation.Foreign advertisement translation studies were introduced in 1970s. Since the beginning of twentieth century, the auto industry has become one of the most important manufacturing i

51、ndustries. When the first “Ford Model T was made in 1906, mass production has been introduced into the manufacturing industry. If a producer wants to play to mass production advantage, they must have huge market demand. Thus, we need do some advertisement. At present, cars are ubiquitous tools in ou

52、r daily lives. This is very much due to auto advertisement. In the 1920s to 1960s of America, a large number of print advertisements were used to promote auto sales. And it is also called “golden age of period ads in America. It is well known that the United State can be described as “a country on w

53、heels. In addition to advanced mass production technologies and efficient transportation systems, the automobile advertisement also has an irreplaceable influence.In China, along with the opening to the outside world and the establishment of socialist market economy, auto advertisement developed at

54、the unimaginable speed in the past 20 years. Auto advertisement has developed rapidly in recent years along with the soaring of Chinese automobile market, especially the family-car market. Therefore, translators need to study on the characteristic of automobile advertisement language and the transla

55、tion between east and west; they can get much idea of motor information. And it also has a practical meaning of China automobile industry.Chapter Four The Influence of Culture DifferenceTranslation is a kind of language activities. It transforms one language into another language. 5 But for social c

56、ulture part, there are many differences between Chinese and Western people which make people have different cut-in points and notions on the same thing. The same thing has different ideas under different culture background. Accordingly, we must consider the cross cultural factors in our advertisemen

57、t translation. 4.1 The influence of different valuesChinese has been affected by Confucianism for a long time, people stick to loyalty, piety, benevolence and righteousness in their cultural value. The character of Chinese is self-discipline and introversion. However, the westerners are not the same

58、. They tend to be characterized by strong personality and extroversion. The value of westerners is that they put money in a very important position, and the doctrine is unchangeable.People are sensitive about the money. Take the word “expensive as an example; westerners are more sensitive about the

59、word than Chinese. Sometimes, Chinese thinks expensiveness is stands for high grade, high quality and high level products. For instance, some of advertisement agents emphasized that their product was the most expensive and the best one in the area. Under the influence of “Cheap things are not good,

60、good things are not cheap, Chinese customers will not resent “expensive. But in the west, the first response is that “Its too expensive to me, of course I dont want it. Generally speaking, it should describe the expensive products in an acceptable way, like “not cheap, not the cheapest. Sometimes, t

61、he advertisement also use words “reasonable, competitive to give people a clear message. During translation we cant translate expensive directly. We also need pay attention to the different values between east and west when we deal with money. 4.2 The influence of different aesthetic senses Carrying

62、 out the advertisement translation, we must consider the difference in aesthetic. In cross cultural translation, especially auto advertisement translation, the translators need pay attention to content. It should suit with public aesthetic view, and make human connect beautiful things or have a nice

63、 psychical reactions to advertisement. We need to be familiar with foreign culture and aesthetic; otherwise we would make mistakes in exported commodities translation. For instance:A. The race for perfection has no finish line. Watch us push it to the extremes at the Malaysian Grand Prix. The future of automobile. - Mercedes Benz. 6B.破界而行，灵感新生。-英菲尼迪It shows that “perfection and “push to the extremes are very appealing to westerners. The advertisement makes people think that nothing is impossible. And it encourages public to challenge themselves. Thats what most westerners ap