廣告英語文體與翻譯

❶ 關於廣告的英語論文及中文翻譯

Cultural Differences and Advertisement Translation
Abstract

At present, with the rapid pace of economy』 development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the procts』 successful launching to the world market.
Advertisements』 translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors』 acceptance. Just like the idiom says 「when in Rome do as Romans do」. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors.
Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation

Key Words: Ad Translation, Cultural Differences, Cultural Connotation, Cultural Identity
摘要: 廣告語言作為一種特殊的實用文體,有其獨有的特點,並蘊含一定的文化內涵。廣告語言的翻譯,是跨文化的交流活動,它不僅僅是將一種語言文字轉換成另一種語言文字,而且使讀者自然而然地認同廣告的深層文化內涵,通過被吸引而產生廣告的效應。
廣告翻譯必須注重目的語的文化背景,高質量的翻譯不僅可以准確傳達信息,還能引發讀者的文化聯想和審美想像,產生良好的廣告效應,同時也宣傳了本民族的文化,起到了對外交流的作用。為能靈活、有效和得體地表達出原語中的文化內涵以及廣告信息,這就要求譯者必須了解原語言和譯語言的文化,確保信息准確傳遞。
本文結合廣告翻譯成功和失敗的案例,從風俗習慣、社會政治制度、禮貌原則、推理模式、審美思想、語言結構六個方面文化差異對廣告翻譯的影響，忽視文化的差異，必將一定程度上影響廣告信息的傳遞，產生誤解，使廣告翻譯難以實現信息的等效交流，而進一步探討應如何注重文化認同,分析其對廣告功能、目的產生的影響。

關鍵詞：廣告翻譯、文化差異、文化內涵、文化認同
Contents
Introction
Chapter 1:Introction of Cultural Differences
Chapter 2: Misunderstandings Caused by Cultural Differences
2.1 Different Cultural Habits Cause Misunderstanding
2.2 Different Social Political Constitution May Hinder the Convey of Information
2.3 Different Courteous Principle May Lead to Communication Failure
2.4 Different Reasoning May Cause Misunderstanding
2.5 Different Aesthetic Thought Result in Different Appreciation View
2.6 Different Language Structure May Make Information Depart from the Original Meaning
Chapter 3: Role of Cultural Identity
Conclusion
References
Introction
Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work.
Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor』s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion.
Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal.
How the cultural differences influence the advertisement』s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this paper.
Chapter 1 Cultural Differences

As the proct of culture, advertisement can show the close relationship between language and culture.
Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor』s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad』s guide.
Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, 「延年益壽」, 「宮廷秘方」, 「百年陳釀」,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the proct may arises in their minds.
Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like 「……,用了都說好」, 「我們都喝……,今天你喝了沒有」, 「……時尚內衣」, 「部優」, 「省優」, 「中國消費者協會推薦產品」, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are 「indiviality」, 「independence」 and 「privacy」.
Different cultures determine that the proct』s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad』s natural ty will end up with a failure. Thus, when concting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad.
Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up.

Chapter 2 Misunderstandings Caused by Cultural Differences

Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation.
When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, 「what translators deal with are some particular words, but what they face are two completely different cultures.」 Another famous translation theorist Eugene A. Nida (1993) said, 「Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.」

2.1 Different Cultural Habits Cause Misunderstanding

Cultural differences and conflicts make their existence wherever and whenever, they influence people』s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding.
For example, a pen proct of Shanghai named 「白翎」, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, 「金雞鞋油，顏色有黑、棕、白、紅、黃、藍等.」 It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as 「Cock」 always leads to a positive association, then the translation of 「金雞」 naturally comes to Golden Cock, which seriously mislead receptor』s association, because in English cock is a usual indication of male genital.
Some words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , 「芳芳」 in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from 「蜜蜂」, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee』s body.

2.2 Different Social and Political Constitution May Hinder the Convey of Information

Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, 「某公司自1981年成立以來,在改革開放,加快企業轉換機制方針指引下,以強烈的競爭意識,勇於開拓,積極進取,出口額逐年上升與世界80多個國家和地區的120多家廠商建立了良好的業務關系。」 「ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.」 Compare the two versions, 「在改革開放,加快企業轉換機制方針指引下」was neglected, since it will be difficult for foreigners to know about Chinese enterprise』s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion.
Another example, a pencil sharpener with 「大鵬」 as its trade mark, and it is translated as 「ROC hardeners」. Hardener is the biggest bird in Han』s national myth, having a positive meaning of ambitious and prosperous. While in westerners』 minds, 「ROC」 stands for 「Republic of China」, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the procts nor to defend national dignity.

2.3 Different Courteous Principle May Lead to Communication Failure

Courtesy is the common concting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication.
Here is an example, in china, public good Ads always get 「禁止……」, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. 「禁止」 in English should be 「Do not」, which is not mild but a word of harsh, e.g. 「Do not pick the flower!」 「Do not make noise!」……, since such a stiff tone will unavoidably raise a sense of distance, it won』t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be 「keep away from the flower!」 「Take care of the flower, please!」 which will certainly inspire people love flowers and take care of flowers.
2.4 Different Reasoning May Cause Misunderstanding

People speaking different languages may have different ways of thinking or reasoning. The way of using language must be restricted by people』s different cultural backgrounds. In the aspect of Ad』s translation, it may turn out difficult for people to gain the original meaning of the information, or even misunderstandings come up. There is an advertisement for cereal crust, 「本品可即購即食，食用方便」 describing the convenience of the food, the translation is opening and eating immediately, to westerners, immediately may lead to a negative association food will go bad if not be eaten immediately, this may surely damage proct』s image. To keep accordance with English speaking habits, translation should be Always ready to serve, which manages to convey the original meaning.
So Ad translation should not only keep literal coincidence with the original, but also reach the accurate closeness with the connotation of information and language. Only when the actual connotation received by the receptors can this translation be called a equivalent one.

2.5 Different Aesthetic Thought Result in Different Appreciation View

To reach elegance in sound, appearance and meaning, Chinese Ad language tends to use lots of couplet, parallel structure or four-character structure. This has much to do with Chinese special aesthetic thought. Look at the following advertisement.
A marriage broker advertises like this 「尋尋覓覓，韶華轉眼飛逝；猶猶豫豫，知音再度難逢。」 「尋尋」 and 「覓覓」, 「猶猶」 and 「豫豫」 although these words get the same meaning, they sound good in rhyme. Instead of rendant, it sounds so natural and harmonious. While In English, 「synonyms repetition」 is always avoided, thus considering their appreciating view, the translation should erase the unnecessary words.
Next a successful translation practice will take you to the further notice about the different aesthetic thought.
I came back
I came back to softness and comfort
I came back to Dr. White』s
And I wonder why I ever went away.
Because only Dr. White』s gives me two kinds of comfort
The super comfort of their cotton-wool content have makes them so much softer.
And the comfort of a safer, more absorbent towel, with a flush-away design, too, for even more convenience.
I tried the rest, but I came back.
Isn』t it time you came back to Dr. White』s? Dr. White』s two kinds of comfort.- -(Woman, April 1997)
Following is the Chinese version , 「我歸來了，那綿綿的柔情，那縷縷的溫馨，喚我歸。我歸來了，白仕！我不解，那時為何離去？唯有那白仕，讓我擁有雙重舒適。那松軟潔白的棉襯，使我倍感柔軟適意，那良好的滲透性能 ，使我倍覺舒爽稱意，還有那易沖易消融的特點，讓我使用更加方便隨意。我曾徘徊躊躇，情有他鍾，可我還是歸來了。難道您——不想也擁有白仕的那份柔情，那份溫馨？」
Above is the Ad for 「Dr. White」 feminine napkin, in which the metaphor rhetoric transfers the affection for home onto the proct to make it impressive and stimulate consumers purchasing desire. From the view of cultural connotation, the association for home is the same, whether English speaking country or Chinese has the same affection for home. Where the difference lies is on the taste for language using. The first paragraph of the English version ,which is a English verse with simple words, expresses a nice image, however, Chinese verse always take efforts to make a fine figure to concretize the image. So if translated directly, it cannot keep in line with Chinese aesthetic habit, damage must arise to the text』s infection. To take closer to Chinese taste, this translated version put the image externalized and turn the simple style to luxury, whereby this Ad makes a good performence。

2.6 Different Language Structure May Depart the Information from the Original Meaning

Ad is to convey information. When Ad receptors from different cultures encounter the same Ad, what do they read from the same content about the proct, the Chinese-English translation shall be easy to understand for Chinese consumers, but it cannot raise the same idea to western receptors what so ever. For instance, in an airline waiting room there is a public Ad as follows, 「為了您和大家的健康，吸煙請到吸煙區。」 For your and others health, the passengers who smoke, please go to the smoking area. What the Ad wants to indicate is that the waiting room is not allowed to smoke, if someone needs smoking he has to go to the smoking area. Chinese-English translation』s meaning is very clear to Chinese readers, but westerners understanding to it tends to be odd, To consider your health you are welcomed to smoke in the smoking area. Another one, on many main roads, there are Ad slogan propagating safe communication, reading like this, 「高高興興上班去，平平安安回家來」 which means to the driver to remind them driving carefully and back home safely. The translation follow Chinese language structure, that is, Go to work happily and come back safely, which is definitely out of line with English expressing way. It fails to convey the ideal information. Westerners may certainly feel puzzled.

未完~~~~~~~http://tieba..com/f?kz=19883297

❷ 有關廣告英語翻譯論文的書籍（最好是英語的）

是文學翻譯吧！

1 羅新璋所編《翻譯論集》

2 孟昭毅、李載道主編《中國翻譯文學回史》

3 辜鴻答銘《辜鴻銘文集》（海南出版社出版）

4 錢鍾書《七綴集》（三聯出版社出版）

5 許淵沖 《翻譯的藝術》（五洲傳播出版社出版）

6 Introcing Translation Studies Theories and applications by Jeremy Munday