On Translation in Advertising Slogan1

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1、On Translation in Advertising SloganAbstractWith the globalization of world economy, advertisement is bound to travel across nations and people. The people from totally different cultural and ethnic background should understand the subtle advertisements. When conducting translation, advertising men

2、should have an elaborate consideration of the consumers ocular and psychological needs. However, the differences between Chinese and English are an obstacle in advertising translation because some special sentence types and means of rhetoric in Chinese have on equivalence in English. Based upon the

3、description and analysis of the translated advertisement slogans, the thesis attempts to propose several translation strategies to guide the translation of advertising slogans. So this thesis combines the theory of translation and the advertising slogan, and translation skills are proposed to make t

4、he target language effectively and faithfully repeat the culture, image, and messages of the original slogans. The thesis attempts to make a study of translated advertising slogans from the rhetorical features and the different cultures. Due to the popularity of English advertising, the study of adv

5、ertising translation has taken on greater importance in the field of translation studies. This thesis aims at introducing Nidas functional equivalence theory to guide the translation of advertising slogans. Moreover, it sums up some techniques and strategies of translating advertising slogans into C

6、hinese.Key words: Advertising Slogan, Translation Skills, Culture difference摘 要随着经济全球化的发展，广告的传播越来越普遍。但是不同的国家和民族之间要弄明白这些微妙的广告语就需要广告语之间的翻译。当翻译好了广告语后，广告商也就知道顾客到底有哪些需求。然而，中西方广告语在一些特殊的语句和修辞手法上有所差异，从而使意思内涵上的传达有偏差。所以本文从广告语的描述和分析入手，并运用一些翻译理论作为指导。因此本论文结合翻译理论和广告语本身，并且运用翻译技巧使目标语言更加有效和忠实的反映原广告语的文化信息。本论文进一步研究修辞特

7、色和文化差异对广告语的影响, 鉴于广告的普及性，在翻译领域，研究广告的翻译也变的越来越重要了。 但是，由于中英语主和文化上的差异使得翻译在许多方面变的很复杂。广告标语翻译片是一种比较特殊的翻译。广告具有鲜明的地域性和民族性，体现了不同民族的生活方式和价值观念，所以引入奈达的功能对等理论来指导英文广告标语的翻译，并进而归纳出英文广告标语翻译的技巧与策略。关键词: 广告语，翻译技巧，文化差异Table of ContentsAbstract in English.iAbstract in Chinese.ii1. Introduction.2. The General Remarks on Adv

8、ertising Slogan2.1 Definition of Advertising Slogan.2.2 Function of Advertising Slogan.2.3 The Lexical Feature in Advertising Slogan2.3.1 The Adjectives to Modify The Products2.3.2 The Name Appears in Advertising Slogan.2.3.3 the High Frequency Verbs.2.3.4 Numerals Use in Advertising Slogan2.4 Rheto

9、ric Features in The Advertising Slogan2.4.1 Trope.2.4.2 Hyperbole.2.4.3 Personification2.4.4 Pun.3. The Advertising Slogans Translation3.1 Theoretical Basis of Advertising Slogan Translation3.2 Translation Strategies Based on The Nida Theory3.2.1 Direct Transfer Strategy3.2.1.1 Literal Translation.3

10、.2.1.2 Free Translation.3.2.2 Adaptation Strategy.3.2.3 Avoidance of Cultural Taboos3.3 The Different Culture in The Translation.3.3.1 Different Value View3.3.2 Different Thought Patterns.3.3.3 Different Geographic and Human Environment.4 Conclusion.Acknowledgment.Bibliography12234444566778991010101

11、1121314141516181920 1. IntroductionAs the integration of global economy becoming more and more apparently, international marketing is at high frequency. In order to exploit international market, every country competes against with each other to sell their products. One of the most important methods

12、is to make our products known to the whole world. In modern times, advertisements can be seen everywhere. After the entering WTO, Chinas international marketing is more numerous than ever before. Advertising is an integrated art composed of sociology, aesthetics, psychology, marketing, literature, l

13、inguistics.The translation of advertisements is a case in point. Multinational companies advertise their products at home and abroad. When certain product or service is advertised in a foreign market, the translation of the target consumers is indispensable in order to cater to the needs of the targ

14、et consumers. As a result, the translated slogan will not possibly produce the desired effect to inform the consumers and arouse their desire to make purchase. As a matter of fact, there is an undeniable fact that some translated advertising slogans still leave much to be desired.English is the most

15、 common and important form of expressing in advertising. English advertisements generally use the simple, vivid languages to convey the complicated connotations and meanings. The western modern advertisement holds the idea that advertising is meant to supply information, persuasion, maintain demand,

16、 create mass marketing and insure high quality. The use of varieties of rhetorical devices makes it has unique language enchantment. Having appeal is the general characteristic of English advertising language. In my thesis, I will give a brief account of the features of advertising slogans and the b

17、asic rules to follow when translating them. Then, I will put the basic theories of translation into the advertising slogan, so the business can find an easy way to make a good relationship with the customers. 2 The General Remarks on Advertising Slogan2.1 Definition of Advertising SloganThe word slo

18、gan originally came from the Gaelic phrase, slugh gairm. It means battle cry. The slogan is different from the other kinds of writing because it is designed to be remembered and repeated word for word, to impress its brand and its message on the customers. People sometimes pick up slogans or catch p

19、hrases from advertising purely for use in conversation. Later, they find themselves making important market choices on the basis of these same compelling words. (Lucas and Britt, 1950:67) So, the slogan has done its job in merchandising the product as part of the overall plan.“Advertising slogans ar

20、e short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A stripling is a British term used as a secondary sentence an attached to a brand name. Its purpose is to emphasize a phrase that

21、the company wishes to be remembered by, particularly for marketing a specific corporate image of connection to a product or consumer base.” (Wikepedia http:/en.wikipedia.org/wiki/Advertising_slogan) Obviously, the advertising slogan should be easy to remember even to sing, so the listeners and reade

22、rs can remember the merchandise. One of the major elements used in producing an effective advertising campaign is to achieve continuity throughout all media used in the campaign. A slogan is often used to unify the campaign. It is a device which is a conscious or unconscious effort to hook into the

23、readers subconscious. Used effectively, it can succeed as no other single element in advertising can. A major concern of effective advertising is to make sure the product is remembered. One of the best and helpful devices is the use of a good slogan.2.2 Function of Advertising SloganThe ultimate pur

24、pose of an advertising slogan is to arouse the consumers desire to make purchase. It influences not only the consumers economic decisions but also hisher social values and personal life. Therefore, an advertising slogan has two main functions: providing information and persuading the consumers to ma

25、ke purchase. The advertising slogan informs the consumer of the advantages or unique features of a certain product or service. It delivers how, or from which aspects, the product can serve the needs of the consumers: when the buying desire of the consumer is aroused, the purchase action would probab

26、ly be taken. Different kinds of products require different strategies for making advertising slogans. Advertising slogans are usually geared to one of two generally accepted response dimensions, namely, thinking versus feeling, or cognitive versus emotional response. A cognitive strategy focuses on

27、information; it is usually favored by the marketing of “hard-sell” products or service such as houses, cars, or an insurance policy where rational thinking and economic considerations prevail. For instance, “feel like a million for $970,000 less. It cost less than a breakfast at the White House.”(Me

28、rcedes Bents). Other products at a mundane level using a cognitive approach include household items, such as washing power, toilet paper, and food. Emotional strategy caters to “soft-sell” purchases such as cosmetics and jewelry and also those which appeal to immediate sensory gratification. Such as

29、 beverages, cigarettes, alcohol and sweets, etc. In “Shadow born of light and out of shadow, light” (an advertising slogan for cosmetics), the copywriter or advertiser tries to evoke the emotional response and resonance from the consumer rather than mentioning any factual information. No matter how

30、persuasive the adverting slogan is, it should never sound too obtrusive to offend the consumer.2.3 The Lexical Feature in Advertising Slogan2.3.1 The Adjectives to Modify the ProductsThe advertising slogans use the highly frequent expressions and words which are often used in the daily communication

31、. The main function of adjectives is to describe and modify nouns. Among the commonly used adjectives, words like good, new, great have frequent appearance and can describe kinds of commodities. Other adjectives are used for particular advertising products. Such as: crisp, fresh, delicious, rich for

32、 “food”, easy, safe and can be used for all types of machinery and appliances, kitchen products, extra, free, special are often used to attract specific clients.Example: lets make things better. (Philips) The taste is great. (Nestle) Feel the new space. (Samsung)2.3.2 The Name Appears in Advertising

33、 SloganNoun, especially the name of a company and the brand of product are usually repeated in English advertisement. For instance, “When I m in Guangzhou, youll always find me at the White Swan. The White Swan is the one to stay in Guangzhou.” White Swan was convicted twice of repetition; it has de

34、epened the impression of the reader. Another example: “I chocolate you!”(爱巧克力哟！)（LG手机）This is LGs classic advertising language, whether in English or in Chinese it is perfectly, unique created. The sentence “I chocolate you!” breaks the conventionality, the noun “chocolate” is used as verb, it not o

35、nly points out the imitable chocolate shell but also gives a strong impression in visual and hearing and cause consumers greatly interest and attention.2.3.3 The High Frequency VerbsThe famous master of linguistics Leech Geoffrey listed 20 frequently used English verbs in English advertising in his

36、Advertising in English, they are: make, get, give, have, see, buy, come, go, know, keep, look, need, love, use, feel, choose, take, start, taste. Such as: Once tasted, always loved. (一旦拥有，爱之终生) The language is easy to understand but can make their customers mouth-watering. Fresh up with Seven-up, ta

37、ste that beats the other cold.（君饮七喜，提神醒脑，其他冷饮无法比拟的口味）The producer tells the benefit of the drink “seven-up” only by few words and encourages the readers to buy. Such advertisements like these is: Dont have much of a personality Buy one.(Honda Motor)2.3.4 Numerals Use in Advertising SloganNumerals ar

38、e the basic mathematical concepts expressing the quantity of things. It seems to be simple, plain, boring but has infinite charm in English advertisement. Example: A television worthy of its name, “THE ONE” (Panasonic television). “THE ONE” is Panasonic television. It is named by numeral “one”, succ

39、inct and lively, resulting in a strong visual eye-catching effect. As an old saying goes: Actions speak louder than words. The numeral as a rational language gives a credible, specific result. “Feel the Diet Center Difference. Suzanne Morgan thought the body she wanted out of reach. Then she called

40、Diet Center and took off 18 pounds and 24 inches in just 8 weeks. And shes kept it all for over a year!” This is an advertisement for losing weight. It uses some powerful words 18, 24, over a year as a rational language reaches a credible, specific empirical results. Intuitively reveals the promotin

41、g goods and boost up persuasive power. Instant “Genisoy” Milk Powder for infants: “Mothers Milk first, Genisoy second”. This fast-food infant milk powder advertisement contrast visualized by “first, second” to consider customers concerns and at the time highlight the advantages of their products to

42、the market. The presentation of the first and second personal pronouns in advertising manuscript are able to increase consumers sense of participation; the third personal pronoun can increase sensation and it often refers to the persons or things that readers are familiar with or admire. Such as: Gi

43、ve him a diamond, then he will never forget.2.4 Rhetoric Features in the Advertising Slogan2.4.1 TropeTrope is a rhetorical figure of speech that consists of a play on words, i.e. using a word in a way other what is considered its literal or normal form. A trope is a way of turning a word away from

44、its normal meaning, or turning it into something else. That is making an analogy. Describe a thing by another thing which has different nature but similarities. It is usually divided into simile and metaphor.Professor Winfield Gongs defined simile in Rhetoric in Practice as: A simile is an expressed

45、 likeness. It is often used together with like, as and etc. using familiar things to stimulate consumers imagination. So that they can have a clear understanding of the products and reinforce their impression. Such as: Feather water: light as a feather. This is a glass advertisement. Hence, it can b

46、e translated as:法泽瓦特眼镜,轻如鸿毛. Use feather to trope the glass. People of course would like frame of glasses more lightly. Light as a breeze, soft as a cloud. (轻如风,柔如云.) This is an advertisement for cloth. Simile the texture of their clothes as breeze and white cloud make people feel more comfortable a

47、nd have the feelings close to nature. Metaphor is telling people XXX is YYY or use vehicle directly while the relationship between vehicle and noumenon need the reader to imagine. It is also called condensed simile. Due to the reason that it can provide readers with infinite imagination space it is

48、more common in advertisements. Such as: Youre better off under the umbrella. (在伞的保护下,你可以无忧无虑地享受旅行的乐趣). This is an advertisement for an insurance company. Travelers are more concerned about security issues. Therefore this company makes use of the general psychology and use umbrella to metaphor insura

49、nce company to make the travelers feel safe under the protection of them and could be worry-free to enjoy the fun of travel. 2.4.2 HyperboleIn order to emphasize or highlight a certain thing it is need to exert rich imagination to exaggerated the facts deliberately and enhance the influence and pers

50、uasion of advertising works. Give prominence to the theme and touch hearts of readers and win their good opinion of the commodities. For example: Coverage so invisible, its time to rewrite the history!(我厂的化妆品用后不见痕迹,效果之妙是改写历史的时候了!) It is chosen from a cosmetics advertisement title. The theme is to te

51、ll consumers those cosmetics are with a high degree of transparency and cant be seen on the face. However the title uses the sentence “It is time to rewrite the history!” This kind of exaggeration not only strengthens the momentum of the original text, set off the theme, but also adds some humor for

52、 the original text.2.4.3 PersonificationPersonification is anthropomorphizing the promotional things and gives them human actions, emotions to make them have vitality. Thus assigns it cordial to get closer to consumers. For example: 绿丹兰-爱你一辈子, LuDanLan CosmeticsLove me tender, love me true. Cosmetic

53、s have no life but here gives them lives. On one hand it realize the style corresponding in call function, on the other hand cause the emotional response of consumers. Another example: Flowers by BEAUTY speak from the heart. “美人鲜花,倾诉衷肠.” In the advertising the flower is anthropomorphized to enhance

54、the attractiveness and influence of the advertisement. It is like a lover pouring out her heart that is full of geniality. And “With boundless love in it，the drink is more than sweet”.(甜甜蜜蜜，无限爱恋尽在其中). This is the lyric advertising slogan. The author compare customers favorite to drink to infinite lo

55、ve to relatives. Therefore the drink is as sweet as love. Every word is heart-wrenching and impact on the publics mind.2.4.4 PunPun has rhetorical effects such as concise, humorous and soliciting imagination. If it is used properly, it will enable advertiser to reach an unexpected new, astonishing,

56、funny and beautiful level that makes people feel impressive and memorable kill two birds with one charm therefore it is popular among the producers. The following is an outdoor advertising sign for British Lloyds Bank. “Money doesnt grow on trees. But it blossoms at our branches”. This advertisement

57、 has used stylistic pun. That is the word “branch” has two meanings. The first level is the literal meaning: branches; the second meaning is various branches of the bank. The deep signification of the advertisement is that if customers deposit money in their bank then the money will keep on growing.

58、 This lively and interesting pun is reasonable and rationale. The advertisement can be literally translated: 树上长不出钱来,但它在我们的树枝上却会开花结果.There are a lot of English idioms and proverbs. They reflect all aspects of English-speaking countries the environment, life, and culture. The BERDs in hand. BERD is t

59、he abbreviation of The Bank of European Reconstruction and Development. This has quoted the proverb “A bird in the hand is worth two in the bush”(一鸟在手不如双鸟在林). It alleges that if you have a BERD device you will do not take your time to look for other banks. It is the typical idiom pun. Moreover, ther

60、e are some other rhetoric features in the advertising slogan, such as alliteration, consonance, parallelism, parody, irony, and antithesis. They have played an important role in the various slogans.3 The Advertising Slogans Translation3.1 Theoretical Basis of Advertising Slogan Translation As to the

61、 criterion for translation, there are different views existing in domestic and abroad translation studies. Guinn (1998) raises the idea that advertising translation is a commercial activity with predetermined purposes. In china, the authoritative theory is Yan Fus principle of “faithfulness, express

62、iveness and elegance”. In his opinion, faithfulness and expressiveness are prior to elegance. If a rendition is only faithful to the original text but cannot achieve expressiveness, it cannot be regarded as a translation. The aim to achieve expressiveness is also helpful to achieve faithfulness. Bes

63、ides faithfulness and expressiveness, elegance should also be achieved to make the rendition enjoyable to read. In the western, the essential idea of dynamic equivalence was first mentioned by Nida in his article Principles of Translation as Exemplified by Bible Translating (Nida, 1959). He wrote: “translating