【英语论文】浅谈广告英语翻译技巧Advertising English Translation Skills

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1、浅谈广告英语翻译技巧Advertising English Translation Skills摘 要 在商品经济高度发达的今天，广告作为信息载体，以各种方式渗透到生活的各个领域，成为现代生活不可或缺的组成的部分。广告英语也已经发展成为一种重要的实用文体，有自己独特的语言风格，在翻译时应坚持正确的翻译标准和规则，充分考虑广告英语的语言特色，采取恰当的翻译策略，以展现广告英语所特有的语言魅力。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。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

2、各国文化与语言差异所带来的各种困难。国际广告的翻译显然不同于其它文体的翻译，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。关键词：广告英语；翻译标准；语言特色；翻译策略; 跨文化Abstract In todays highly developed commodity economy, advertising as an information carrier, has penetrated into all spheres of life, which has become an indispensable part of modern

3、 life. Advertising English has developed into an important practical style has its own unique language style, adhere to the correct translation standards in the translation should take full account of the linguistic features of advertising English, take the appropriate translation strategies, unique

4、 display of advertisements in English language charm.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. The translator is in a important position to apply advertiseme

5、nt languages. At the same time, they confront any kinds of difficulties, because of the different culture and language of different counties. In evidence, the translation of the advertisement is different from the other stylistics. The translator should have universal knowledge including language, c

6、ulture of society, folkway, aesthetics, psychics, economics and advertisements principle. At the same time, the translators also adopt new strategies when they translate.Key words: advertising English; translation criteria; language features; translation strategies; cross cultureTable of ContentsPag

7、es1. Introduction .1.1 Overview of Advertisement1.1.1Defination of advertisement 1.1.1 Functions of advertisement 1.2 Advertising English Translation Features111221.12. Rationale .32.1 Vocabulary Features2.2 Syntax features2.2.1 The preference for simple sentences2.2.2 Use of the imperative sentence

8、2.2.3 Commonly omitted sentence2.3 Rhetorical Features2.3.1 Pun words2.3.2 Comparison2.3.3 Exaggerated2.3.4 Rhyme2.4 Advertising English translation2.4.1 Interpreter / translator alienation2.4.2 Paraphrase2.5 trope difference334444555666663. Data Description.74. Data Analysis .94.1Marketing Strategy

9、4.2 Laws and Regulations4.3Cultural Barriers4.4The strategies4.4.1 The Character of Product Advertisement.4.4.2 The Cultural Tradition. 4.4.3 Innovation. 4.4.4 The Standard Language.4.4.4.1Normative Pronunciation and Font.4.4.4.2 Using Idiom Circumspectly.88891010105. Results and Suggestions .106. C

10、onclusion .11Bibliography .121. IntroductionAdvertising is a lot of media to the public and the media to convey the information of a commodity, its main role is to attract the readers eye to stimulate their desire for consumption. Advertising translated emphasis on the effect of translation, that is

11、, not only to provide adequate and understandable product information to the reader, but also let the reader a sense of Audition. Therefore, the advertising translation is the most important criterion is the translation effect and the readers feelings of harmony and unity, which is the measure of th

12、e size of the advertisement translation, is good or bad. As a phenomenon of the market economy, 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 works have been done on the rese

13、arch of advertisement these years, they are superficial. And the research of advertisement translation still remains blank except for several articles sparkling in journals. So it is necessary to do a study in this perspective. I will start with analyzing the differences of advertisement culture and

14、 the differences of language. Then continue to explore new strategies in the advertisement translation.1.1Overview of Advertisement1.1.1 The Definition of Advertisement There are various definitions of advertisement according to different perspectives or purposes. Albert Lasker, the father of modern

15、 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. Due to intense competition i

16、n the commodity markets, especially attractive to the eye in order to ensure the advertising of goods can maximize advertising writers always choose the novel vocabulary, simple statements and vivid rhetoric, in order to win consumers. Advertising English usually have the following characteristics:1

17、.1.2Functions of advertisement To make an in-depth study, we find that advertisement involves social 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

18、 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 consu

19、mption of their products will give youth, love, social acceptance etc. Advertising translated emphasis on the effect of translation, that is, not only to provide adequate and understandable product information to the reader, but also let the reader a sense of Audition. Therefore, the advertising tra

20、nslation is the most important criterion is the translation effect and the readers feelings of harmony and unity, which is the measure of the size of the advertisement translation is good or bad.1.2 Advertising English Translation FeaturesAdvertising English as business language, the use of refined

21、language, rich content, appropriate rhetorical something, some kind of publicity, in order to achieve the well-known purpose of promotion to increase production. Advertising English has gradually formed its unique style and character. Advertising English in addition to some characteristics in the tr

22、aditional sense of well-known, such as the use of coinage (Coinage), misspellings (Mis - spelling) to borrow foreign words, the use of simple sentences (Simp le Sentence) namely simplicity, the use of a variety of rhetorical outside, my humble opinion that: advertising English is the worlds economic

23、 development, the inevitable outcome of global economic integration, therefore, in order to ensure that their product advertising in exotic geographical one gun fired and then widely circulated, and need to pay special attention to their English cross-cultural translation of advertising, accuracy, f

24、ashion, beauty of artistic conception.A general in the translation process to follow two principles, namely: the faithful and fluent. The so-called loyal - 1 is faithful to the original content; 2 is to maintain the original style, is the original national style, the style of the times, the language

25、 style of the individual language style.2. Rationale2.1 Vocabulary FeaturesAdvertising English is different from the ordinary English, its vocabulary is simple, chic and innovative. Trying to the most simple, most accurate text provides a wealth of information as a commodity, so that readers at a gl

26、ance, and never forget it.Born To Shine. 我本闪耀! (LG cell phone)This is the classic slogan of LG mobile phone, whether it is the English slogan or Chinese slogan is perfect, all of a sudden be able to attract peoples attention; and, concise sentence, but without losing the atmosphere, and clever use o

27、f rhyme sentence, complement each other with mobile phones, more add color a lot, its innovation is evident. Advertisers are good at playing with words, deliberately to people familiar with the word or words misspelled, has brought a new word. New words without losing the original intent, the danger

28、 of new meanings, to give advertising a great deal of charm.2.2 Syntax features2.2.1 The preference for simple sentencesAdvertising language in the form of distinctive features, or the language of neat antithesis rhymes, catchy, refreshing, prolonged memorable. The so-called good commercial advertis

29、ing all shorten refining as well known.For example:Coca-Cola 可口可乐SONY-take the world with you. 让世界陪伴你(Sony)Make dreams come true.” 让梦想成真(Disneyland)A trademark for goods as the persons name. A companys intangible assets and huge wealth. The Coca-Colas as Chinese translated as Coca Cola, which is mai

30、ntaining the original syllables and to make a beverage trademark, impressive, memorable, can be said that the translation of the results than the original name, is a classic of advertising trademark translation.2.2.2 Use of the imperative sentenceAdvertising language has a strong appeal, usually pop

31、ular, colloquial tendency. Impressed by customers for goods, while reducing the cost of advertising, the advertising brains of the Federation, with a concise form and seductive words, and strive to achieve the best results of the commodity promotion. As a call to action language Advertising English

32、mostly use imperative sentences to achieve the wording concise but also makes impressive purpose. For example:Turn it on 穿上它! (PUMA)Just do it只管去做. (Nike)Obey your thirst 服从给你的渴望. (Sprite)2.2.3 Commonly omitted sentenceElliptical sentence structure, language, decisive and effective, and make adverti

33、sing more the amount of information conveyed in a limited space, enhance the advertising effect.For example:We lead Others copy我们领先，他人仿效(Ricoh)Intelligence everywhere智慧演绎，无处不在(Motorola phone)We lead, others follow the example of ad with a lead and copy two simple verb, but clever to point out the Ri

34、coh brand copier copy function (copy) and similar products in the leading status (lead), it can be said is a clever idea, kill two birds with one stone.2.3 Rhetorical Features The 19th century, American advertising experts will be called the ad printed on the papers sales skills. As an end in strong

35、 language, advertising English will often use a number of literary rhetoric, also known as semi-literary body. These rhetorical methods, including metaphor, personification, rhyme, hyperbole, pun. Given on a variety of rhetorical and concise, lively, humorous, image characteristics of advertising la

36、nguage have become a unique charm of the language arts.2.3.1 Pun wordsThe pun is the ad for the use of rhetorical devices. The pun is the voice and semantics of the use of words, has a double significance of surface and meaning of certain sentences in certain contexts, not only make the ads cause co

37、nsumer associations, but also make simple advertising language, wit, so as to achieve expression wonderful effect. Such as: The off spring of Spring. (Pi Ruier mineral water ad) here Spring is the key, Spring and spring pun semantic, beautiful mood. Offspring is the meaning of future generations. Th

38、e sentence can be translated as skim Chunquan, reminiscent of the mineral water pure, clean and full of the breath of spring.2.3.2 ComparisonAnalogy is commonly used in commercial advertising in English, a rhetorical device, it is abstract and boring things an analogy with the vivid and specific thi

39、ngs, to render the specific language and image to form a vivid imagery, arouse consumer products better psychological association, thereby causing emotional resonance. For example: A computer that understands you is like your mother This is the one with the analogy of advertising. The advertising co

40、mputer understanding of human compared to the mother of the childs understanding, it is very vivid and lively.2.3.3 ExaggeratedExaggeration is to use exaggerated words to describe things. Commonly used in English advertisements exaggerated, deliberately exaggerated rendering the carpet market goods,

41、 but reasonable, the image of the ad more prominent, and gives a deep impression.Take TOSHIBA, take the world. 拥有东芝，拥有世界. (Toshiba Electronics) to promote products; build up the image in the minds of consumers, the ad will inevitably exaggerated. In fact, the language of advertising, exaggerated use

42、 of an extremely broad to meet peoples adventures, psychological, and thus left a deep impression to the reader. More than two ads use exaggerated rhetorical devices, ingenious manifestation of the goods of exceptional quality.2.3.4 RhymeRhyme was a common rhetorical device in the poetry, English ad

43、s often borrowed the voice of the law for its use of language enables advertisers to read cadence, smooth loop-back, catchy, easy to sing, a wonderful combination of form and content, visual and auditory.2.4 Advertising English translation2.4.1 Interpreter / translator alienationAccording to the def

44、inition of New mark, literally translated means the grammatical structure of the original language into the target language by the closest corresponding structure. But the vocabulary is still eleven pairs of translation, without considering the context, can be understood as not only to retain the or

45、iginal in the translation content and form, they retain the characteristics of the original language.Lets make things better让我们做得更好. (Philips Electronics)Were Siemens. We can do that. 我们是西门子，我们能办到(Siemens)Smooth the original text as the literal translation reads may not be as mother tongue, but they

46、 convey the message is very clear.2.4.2 Paraphrase Paraphrase translation approach is more free and flexible, usually considered to read and understand the translation target audience because of cultural differences in the translation process, thus not rigidly stick to advertising in the form of the

47、 original. Translation from the readers point of view to look more authentic, the readability is relatively strong.For example: Every time, a goodtime秒秒钟钟欢聚欢笑(McDonalds)UPS On time, everytime.UPS- 准时的典范(UPS Express)To some extent, free translation lost the original sentence structure, meaning of som

48、e key words there were some discrepancies with the original, but as long to digest the original ADThe essence or deep meaning of the word is still preserved in the translation.2.5 Trope DifferencesIn order to make content visualize and make the main words bright, the trope is used in advertisement.

49、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,

50、 “黄河冰箱, 领鲜一步” and “ask for More,-More(cigarette)”. It is difficult to satisfy both parties. Example: (1) “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

51、 say, “get big return; invest your money with legal & general”. But this expression loses the additional contextual effects, leaving no room for imagination. Here the metaphor is a verb “plant”. (2) 维护喉咙，看不见的口罩。（喉咙药品）In this advertisement, the advertised medicine is compared to a gauze mask. It vivi

52、dly expresses the characteristic of the medicine and at the same time adds interest to the language. In this way, it arouses the consumers imagination and thus strengthens the identification of the advertised commodity. Influenced by different customs, the image implied in a metaphor may be difficul

53、t to be accepted by the readers in different countries. For example, in English there is an idiom, “to set a fox to keep ones geese.” In Chinese, we dont say “用狐狸看守鹅群”; we say “引狼入室”. Most of these examples are seen in idioms; and in advertisement, especially in English advertisement, advertisers se

54、ldom use them.Above the differences bring many difficulties to the translators in the advertisement. So the Chinese translators undertake the important tasks. We must have the graceful advertisement in order to make the Chinese products into worlds market.3. Data DescriptionEnglish advertising vocab

55、ulary, syntax, rhetorical features, which has a lot of difficulties to some extent, to be faithful to the original translation. Translation methods and principles of translation control are very necessary.4. Data AnalysisAdvertisement translation can be regarded as a commercial activity. Its charact

56、eristics 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.4.1Marketing StrategyMarketing strategy includes marketing target (whom are the products s

57、old 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 is to put consumers into action of purchasing, but there may be different marketing tactics in different phases of a companys operation. A compa

58、nys marketing goal may be (1) to create image for the enterprise; (2) to establish brand name for a new product; (3) to promote a traditional product; or (4) 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. I

59、f 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 marketing activities, every company must have its own marketing strategy. As a part of international marketing, advertisemen

60、t translation should be in line with a companys marketing strategy.4.2 Laws and RegulationsWhen 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 reg

61、ulations 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 trademar

62、k, we must be very careful not to conflict with the registered trademark in that country. For example, if“默林” was translated into America as “Meilin”, it would conflict with the registered “Meilin” trademark in America.4.3Cultural BarriersThe audience of advertisement is consumer. When translating a

63、n 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, politics, 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 fire and por