A Brief Analysis of the Translation and Culture in English Ads(浅析广告翻译与文化)

A Brief Analysis of the Translation and Culture in English Ads浅析广告翻译与文化ContentsAbstract：21.Characteristics of English Ads21.1 Vocabulary Characteristics21.2Grammar Characteristics21.2.1 Favored simple sentences21.2.2 Multi-purposed imperative sentences31.2.3 Commonly used Elliptical Sentences31.3 Rhetoric Characteristics31.3.1 Pun31.3.2 Metaphor41.3.3 Exaggeration42.Translation strategy of English Ads42.1 The English Ad techniques of Translation42.2.1 Literal translation42.2.2Meaning Implication52.2.3 Creative Translation52.2.4 Amplification52.2.5 Omission62.2.6 Qword method63. The English Ad rules of Translation64. The erroneous zone of advertising translation74.1 Havent realized the advertising and commodity characteristics74.2 Dont understand the culture and taboos of target market74.3 Didnt pay attention to the creative translation85. Culture influence of advertising translation8Conclusion8Reference book：9Acknowledgments10A brief analysis of the Translation and culture in English Ads Abstract：As the main medium of commercial information during digital world, now commercial information plays a more and more important role in transfers of commerce information. As one major means of cross cultural communication, translation is tightly related to culture. To show the special charm of English advertisements, this article has analyzed the English advertisement language characteristic and the differences between two cultures.Key words：Advertisement; Translation Strategy; Cultural difference1. Characteristics of English Ads1.1 Vocabulary CharacteristicsAdvertising English is different from the other English, the vocabulary is simple and creatively. Trying to use the most concise, the most accurate words, provide abundant information for goods. Give readers a deep impression and it is easy to understand.For example:Born to Shine. (LG Telephone)This is the classic AD of LG. Both the English advertisement and Chinese advertisement are very perfect. It is easy to attract peoples attention. And clever use the rhyming sentence structures. Its innovative is obvious.1.2 Grammar Characteristics1.2.1 Favored simple sentencesThe advertising language is also different with distinctive characteristics in its form. Or write neatly. Or antithesis rhyme. Easy to pronounce, completely refreshing, prolonged unforgettable. So-called excellent commodities advertising is famous to brief refining” For example:Coca colaSONY takes the world with you. (Sony)Make dreams come true. (Disney)1.2.2 Multi-purposed imperative sentencesThe advertising language has a strong charisma. There are usually in a popular style, chatty tendency. In order to make customer has a deep impression for goods, meanwhile reducing the advertising expenses. Advertising writer always racking their brains, use concise form and temptation words, strive to achieve the desired effect of the advertising products. As a motivational language” Advertising English is multi-purposed imperative sentences. In order to achieve impressed purposeFor example:Turn it on! (Puma)Just do it. (Nike)Obey your thirst. (Sprite)1.2.3 Commonly used Elliptical SentencesElliptical Sentences structure simple, Language has vigor. Can make ads in the limited space to convey more information, strengthen the advertisement effect.For example:We lead others copy.（Ricoh copier）Intelligence everywhere.（Motorola phone）1.3 Rhetoric Characteristics1.3.1 PunA pun is most often used in AD copy of rhetoric, Pun is to use words sounds and meanings, Make some sentences in the context of a particular a surface and content of double meaning. And can make the advertising language to be concise and funny. For example:The offspring of Spring. Here the spring is the key word. It has two meanings：spring and spring water. Artistic conception is beautiful. And offspring has the meaning of generations.1.3.2 MetaphorMetaphor is a common rhetorical tactics in the commercial English advertisement. Metaphor can give advertisement a vivid image; arouse the good thinking in consumers mind. Then cause emotional resonance.For example:A computer that understands you is like your mother. This is a advertisement with Metaphor. This advertisement closely identified the computer to the human understanding likened to mother to children understanding.1.3.3 ExaggerationExaggeration is using high-sounding phrases to describe things. Exaggeration is commonly used in English advertisement. Intentionally exaggerated the products when promote commodity. Make advertisement image more prominent. Customer will impressive on that product. For example: Take TOSHIBA, take the world.( TOSHIBA Computer)For promotional products, to establish image in the consumers mind, Advertisement unavoidably exaggerated. Actually, advertising language exaggeration use very extensive. Satisfy peoples heart. leave readers a deep impression. The advertisement using exaggerated rhetoric device, clever shows the outstanding quality of commodity. 2. Translation strategy of English Ads2.1 The English Ad techniques of Translation2.2.1 Literal translationLiteral translation is transformed the original grammatical structure for similar corresponding structureIn translation language, but vocabularies are still parallelism translation, without take the context into consideration. It is use to deal with some original text which have the clear meaning and simple structure. Even according to the surface, we still can translate the surface meaning and deep meaning out.For example:EBEL is the architects of time. (E-Bell watch)Winning the hearts of the world. (Air France)2.2.2Meaning ImplicationMeaning Implication often choose the details of the text but give up the its format. Allow the translators creation. But the information of the original text should be kept. This way is free, nimble. During the translation, it have take the culture difference into consideration. From the readers point, it is easy to read.For example:Intelligence everywhere. (Motorola phone)The COLOR OF SUCCESS! (Minolta copier)Ask for more. (Pepsi shoes)2.2.3 Creative TranslationCreative translation is the translation to abandon the original meaning.Creative translation has its creativity. Although creative translation is rarely have similarities with the surface meaning. But the history is considered to the clone of English text. It is not just the pure creation. The artistic conception of creative translation is higher than general and simple translation.For example：Bridging the distance （telecommunications company)A great way to fly （Singapore Airline）Take time to indulge. （Nestle Ice-cream）2.2.4 AmplificationAmplification is to dig, imply and expand the keywords based on the original text. Make its implicit meaning obvious. So the translation is often beyond the original text. It is the typical excess translation.For example:Everything you have heard is true. (Car advertisement)Be good to yourself. Fly emirates. （Emirates Airline）Youre at 35 000 feet. Your head is in New York. Your heart is in Paris. Your Rolex can be in both places at once. （Rolex Watch） Crest whitens whites.（Crest）2.2.5 OmissionWhen advertising original slogan is dapper，but we can not give the wonderful translation at the same time. We can put part of advertising into translation. From the whole visual sometimes this translation seems more fascinating. For example:My way, this is what I create. NEC Multimedia welcomes you home.（NEC Multimedia）Open your eyes to the world. （CNN International）2.2.6 Qword methodWhen translation, for Chinese expressions, use idiom, concise and comprehensive.For example:We lead. Others copy. （Ricoh Copier）Prepare to want one （Hyundai Motor）3. The English Ad rules of TranslationThe main function of advertisement is the persuade function, it appeal customers to believe the products and service that advertisement have showed. So the advertisement files should be lively and vivid, suit both refined and popular tastes, full of infection, can draw the customers attention in a small moment. Stimulate their purchase desire. Help to bring about the purchase action. So the key of the advertisement translation is to make the translation have the same infection to readers. At the same time, fit their customs. Make it acceptable to readers, achieve the expect function. In general, we need to hold these rules:1. The ads translation needs to embody the information function and persuade function. Not only make it easy to understand, but also draw their attention, arouse their interest.2. The sense of the beauty is also important. Pay attention to the differences of the pronunciation between English and Chinese. Messages often use the imitate voice, rhyme, and so on. To strengthen the sense of beauty. Translator need to a deep taste based on the information. Express the translation potential force, switch the beauty of the original text.3. Translation should to follow the unite rules, to embody the characteristics as far as possible. Use the relevant sum and text to show the charm of the text, reappear the language infection.4. Take the culture differences into consideration. Grasp the cross-culture and cross-language factors in the translation. Pay attention to the difference of their culture values and the degree they can accept. When translate the advertisement, the translator need to catch the culture differences between east country and West Country. Keep the custom of community culture, have the suitable culture transfer. At the same time, we need to understand different people have different psychological change. And the most important thing is to notice the public psychology acceptance. Make advertisement infectivity for every reader of different culture. Maximally realize the function of advertising. In a word, by restructuring the sentences, adding local culture elements and coinciding with the style of local language, without changing the semantic structure and functions of the original text, and more important, as far as possible, finding a balance among the sound, the structure and the meaning, can a commercial advertisement translation not only achieve the economic efficiency but also interpret the artistic beauty of the original text. 4. The erroneous zone of advertising translation4.1 Havent realized the advertising and commodity characteristicsThe translator must fully understand the characteristics of the product or service. Accurately master the deep meaning under the surface of the advertisement. Only by understanding the characteristics of the product, such as producing area, quality and function, can give a wonderful translating. At the same time translator also need to know the consumers that the advertisement positioned. Because the product position of consumer group is different, the applicable language of advertising is also divisional. In order to show the original creative beauty, so we need to be faithful to original text as far as possible.4.2 Dont understand the culture and taboos of target marketRespect and grasp the national psychological differences, to cater the consumer aesthetics in different culture background, people can see the same thing with opposite association. If advertising translation wants to achieve its objective, translator must be familiar with the culture of target language, give full play to target languages advantages and convert negative significance that the goods took.4.3 Didnt pay attention to the creative translationAlways focus on innovation, advancing with the times. The characteristic of advertising language is to express rich imagination and creativity by concise language. Translation should be fully considered the social culture of the target market countries, national psychological factors, not only respect local characteristics, but also injected the fresh blood to target market countries. Make it has the potential of catchword, so that can move consumers. Remember to avoid the invariable thinking. Keeping the innovation spirit; maintaining the advanced momentum, leading the trend. So translation can not be the inflexible.5. Culture influence of advertising translationFrom ancient times, advertising activity is not only a kind of commercial activity; it is also a kind of cultural activities. An advertisement may contain its vast cultural elements, therefore, when translation, translator have to pay attention to the conversion of these cultural elements. Culture is produced in a specific area , some specific human groups, when it was passed on to another geographical scope, another human groups, often not by others is understand, accept, and this is the cultural differences that we have called. So, eliminate these cultural differences, make the advertising received expected effect, became the key and difficult point for advertising translation.ConclusionWith the trend of economic globalization, International business activities became more frequently, advertising is an important form of propaganda in international marketing product promotion, Advertising translation will have the direct influence on the success of enterprise marketing strategy, good advertisement translation will bring the huge economic benefits to enterprise, occupy the foreign markets easily; if the advertising translation is failed, not only bring the economic losses, but the market share will decline, even directly affect the image of enterprise. Advertising translation is not the simple language transformation, it involves various problems of cultural differences, therefore, when translation, translator must be know the cultural background of each other, so that make the translation expressed product information accurately, and also fit the culture of each other, make ads can be understand, accept by clients, and achieve product promotion.Reference book：1 梁婷. 英文广告实用手册 M.西南财经大学出版社, 2003.5.2 陆全. 谈广告汉英翻译的变通 J 山东: 山东外语教学2000,(1) .3 汤静芳. 商务英语翻译 对外经济贸易大学出版社. 2007.94 蒋磊. 谈商业广告的翻译J.中国翻译,19945 金惠康. 跨文化交际翻译续编M.北京.中国对外翻译出版公司，20049