广告翻译的语用失误及翻译技巧英语论文

本科生毕业论文（设计）册 学院 XXX学院 专业 XXXX 班级 XXXX级笔译班 学生 XXX 指导教师 XXX XXXX大学本科毕业论文（设计）任务书编 号： 论文（设计）题目：广告翻译的语用失误及翻译技巧 学 院： XXX学院 专业： XXXX 班级：XXX级XX班 学生姓名： XXX 学号：XXXX指导教师： XXX 职称： XX 1、 论文（设计）研究目标及主要任务本文的研究目标是探讨中英文广告的语言差异和文化差异引起的广告翻译中的语用失误及其常用的翻译技巧。其主要任务是通过分析中英文广告的语言差异和文化差异并介绍翻译技巧，尽量避免翻译实践中的语用失误，提升译者广告翻译的水平和能力。2、 论文（设计）的主要内容 本文共有三章：第一章介绍广告的语言特点和文化特点；第二章列举了广告翻译中的语用失误并分析了造成语用失误的原因；第三章分别从语言差异和文化差异两个角度介绍广告翻译经常用到的一些翻译技巧 3、论文（设计）的基础条件及研究路线本文的基础条件是翻译学家的一些理论观点和广告翻译的实例。研究路线是结合中英文广告的语言差异和文化差异，描述广告翻译中的一些实际存在的语用失误，并阐述了常用的广告翻译技巧。4、主要参考文献Leech. 1981. G. N. Semantics. 2nded. Harmondsworth: Penguin Books，1981.Thomas, Jenny. 1983. Cross-cultural Pragmatic Failure. Selected reading for Pragmatic, 1983(2).陈宏薇、李亚丹，新编汉英翻译教程，上海：上海外语教育出版社，2004。蒋磊，1994，谈商业广告的翻译。中国翻译，1994年第5期，38-41页。5、计划进度阶段起止日期1确定初步论文题目3月16日前2与导师见面，确定大致范围，填开题报告和任务书，导师签字3月16日-3月23日3提交论文提纲3月23日-3月30日4交初稿和文献综述3月30日-4月20日5交终稿和评议书5月8日前指 导 教师： 年 月 日教研室主任： 年 月 日XXXX大学本科生毕业论文（设计）开题报告书 XXX 学院 XXXX 专业 XXXX 届学生姓名XXX论文（设计）题目广告翻译的语用失误及翻译技巧指导教师XXX专业职称XXX所属教研室翻译系教研室研究方 向翻译与文学课题论证：研究分析中英文广告的语言差异和文化差异并介绍常用的广告翻译技巧，以求尽量避免翻译实践中的语用失误，提升译者广告翻译的水平和能力。方案设计：第一章：介绍广告的语言特点和文化特点。第二章：列举了广告翻译中的语用失误并分析了造成语用失误的原因。第三章：分别从语言差异和文化差异两个角度介绍广告翻译经常用到的一些翻译技巧 。进度计划：3.14-3.16 确定论文题目3.16-3.23 拟写论文提纲3.23-3.30 提交并修改论文提纲 3.30-4.20 提交并修改论文初稿4.20-5.8 拟写并提交论文终稿指导教师意见： 指导教师签名： 年 月 日教研室意见：教研室主任签名： 年 月 日XXXX大学本科生毕业论文（设计）评议书姓 名XXX学院XXX学院专业英语翻译年级（班）XXXX级笔译班论 文 题 目广告翻译的语用失误及翻译技巧完成时间XXX年5月5日论文内容摘要随着全球经济一体化的加速以及中国对外开放程度的加深，我国的广告翻译行业以前所未有的速度快速发展起来。基于这一热点，广告翻译研究也变得越来越重要了。在研究广告翻译之前，充分了解广告的特点是十分必要的。在本文的第一章中，笔者分别从语言和文化两个角度分析了广告的特点，这也是当下一个引人注目的话题。然而，并不是所有的译者都能对广告的特点有很好的了解，因此在广告翻译的实践中经常会出现一些语用失误。本文的第二章旨在分析这些语用失误产生的原因并列举了一些语用失误的实例，结合例子能更清楚地阐明了解广告语言和文化特点的重要性。第三章从广告翻译的语言差异和文化差异两个角度分析了广告翻译的技巧。掌握这些翻译技巧是做好广告翻译的必要条件。指导教师评语 年 月 日指 导 教 师职称讲师初评成绩答辩小组姓名职称教研室组长成员答辩记录：记录人签字： 年 月 日答辩小组意见：组长签字： 年 月 日学院意见：评定成绩： 盖章： 年 月 日XXXX大学本科生毕业论文（设计）文献综述Literature ReviewAs one way to promote products and stimulate consumption, the advertisement is playing a more and more important role. An excellent advertisement can arouse consumers desire to purchase products. Therefore, it contributes to gaining profits for the producer. In order to help domestic products achieve a better performance in the global market, advertising translation is becoming more and more significant.Since 1980s, research on advertising language could be seen in a few English journals. However, in China, the research on advertising translation was started in 1990s.As regard to the research contents, earlier theses mainly focused on translation methods of advertising language and the questions that lay in advertising translation. This was the initial stage. Afterwards, the research contents began to involve in the criterions and principles of advertising translation. During this period, researchers recognized that many aspects in dealing with advertising translation should be taken into consideration, such as text information, aesthetic language and consumers psychology, etc. They held on different opinions from different perspectives. This was the contention stage. Since the late 1990s, though the discussion on criterions and principles of advertising translation continued, researchers paid more attention to the difficulties in advertising translation, such as the figures of speech in advertisements, transfer of affective factors, the reproduction of brand images, preservation of product features and etc. This was the in-depth stage. As regard to the research methods, domestic advertising translation mainly adopted inductive method and example analyses. However, in recent years, researchers began to use the theoretical achievements in pragmatics and other relevant subjects to analyze questions occurred in advertising translation. Accordingly, they had put forward some translation strategies, which were gratifying progress. Liu Fagong published On Principle of Chinese-English Translation of Advertising Language in 1999. He pointed out that since advertising language combined words cleverly and methodically to consumers, its translating principle should be different from the principles for literary translation or technical translation. Advertising translation from Chinese to English should not only convey the original meaning, but also carry the original advertising effect. He proposed that the principle of Chinese-English advertising translation might be natural, exact, and plain. By natural, he meant that the expression should be smooth and accepted by English speakers. By exact, he believed that the translation should convey the same information of the original text accurately. As to plain, the translation should be easily understood and not awkward for reading, that is the target text should be concise, vivid and appealing.Jin Huikang is a pioneer in cross-cultural communication. In 2002, he published Translation in Cross-cultural Communication, in which he discussed cultural differences from the perspective of Chinese characters and English words, ways of expressing ideas, various forms of addressing in both languages and so on. He emphasized on cultural factors in translation and put forward translation strategies. At last, Jin Huikang made a thorough study in cultural differences by adding some new ideas from the perspective of public and commercial advertisements.However, things are quite different in the foreign countries.Richard E. Porter is the first scholar to study the theory of intercultural communication. In 1972, Porter published Intercultural Communication: A Reader. He pointed that there are eight cultural factors affecting intercultural communication. Porter assumed that there are cultural differences among different nations, which are the main obstacles of intercultural communication. He, therefore, stressed that both participants should be familiar with not only their own language and culture, but also the language and culture of others, especially their differences. In his opinion, to learn other peoples culture is to understand what they mean, while to keep those differences in mind is to express clearly and not to cause misunderstanding or even hurt .By doing this, the communication could be performed smoothly. Richard E. Porter further explained that to make the other understand, surmounting obstacles in terms of culture could be the most demanding task. With a view to realize the successful communication, sometimes enculturation is necessary. In other words, vocabulary and expression patterns with strong distinctive features should be avoided, and explanation is needed when words or concept have no direct equivalents. Ignorance of cultural differences would result in failure in communication. Porters opinion and relevant theories in intercultural communication provide the present study with a theoretical framework.In 1982, Michael Geis published The Language of Television Advertising, which was another linguistic work in this field. He analyzed American television ads in the pragmatic perspective. The study of advertising language has close tie with communication and pragmatics, because it will be meaningless if we consider the language of ads as it stands without touching upon its goal and functions.Vestergaard and Schroders The Language of Advertising, which is published in 1985, analyzed the language used in advertising mainly from sociolinguistic perspective. They state Advertising takes many forms, but in most of them, language is of crucial importance. Vestergaard and Schroder discussed both the linguistic forms and their content in written advertisements. They not only talked about the explicit message in advertisements, but also further explore the hidden social motivations implied in the advertisements.In the research process of advertising translation, the author finds that many researchers pay more attention to improve their translation ability to translation the English advertisements. There is no doubt that we can benefit a lot from the successful examples of foreign commercial advertisements. However, with the reform and opening-up policy, China has become the biggest export country in the world. Translators have the responsibility to propagate our excellent products, thus establishing a good national and international image for China.本科生毕业论文设计广告翻译的语用失误及翻译技巧作者姓名： XXX 指导教师： XXX 所在学院： XXX学院 专业（系）： 英语翻译 班级（届）： XXXX届 XXXX 年 5 月 5 日The Pragmatic Failures and Skills of Advertising TranslationBYXXX XXX, TutorA Thesis Submitted to Department ofEnglish Language and Literature in Partial Fulfillment of the Requirements for the Degree of B.A. in English At XXXX UniversityMay 5th, XXXX摘 要随着全球经济一体化的加速以及中国对外开放程度的加深，我国的广告翻译行业以前所未有的速度快速发展起来。基于这一热点，广告翻译研究也变得越来越重要了。在研究广告翻译之前，充分了解广告的特点是十分必要的。在本文的第一章中，笔者分别从语言和文化两个角度分析了广告的特点，这也是当下一个引人注目的话题。然而，并不是所有的译者都能对广告的特点有很好的了解，因此在广告翻译的实践中经常会出现一些语用失误。本文的第二章旨在分析这些语用失误产生的原因并列举了一些语用失误的实例，结合例子能更清楚地阐明了解广告语言和文化特点的重要性。第三章从广告翻译的语言差异和文化差异两个角度分析了广告翻译的技巧。掌握这些翻译技巧是做好广告翻译的必要条件。关键词： 广告 特点 差异 语用失误 翻译技巧AbstractWith progress in the global economic integration and further development of Chinas reform and opening-up, advertising translation industry in China develops at an unprecedented speed. On the basis of this hot spot, the research on the advertising translation becomes more and more important. It is necessary to have a good knowledge of its features before talking about the advertising translation. As a result, in the first chapter, it mainly analyzes the features of advertisements from the perspectives of both language and culture, which is also a remarkable topic for the moment. However, not every translator can have a good knowledge of its features before dealing with translation. Therefore, in practice, a lot of pragmatic failures have occurred. The second chapter aims at analyzing the reasons behind those pragmatic failures and illustrating some examples of pragmatic failures. When combining with those examples, the thesis can better inform the readers of the importance of language and cultural features of advertisements. The third chapter analyzes the translation skills that are employed in advertising translation from perspectives of both language differences and cultural differences. As is known to us all, mastering those translation skills is very essential for advertising translation.Key words: advertisements; features; differences; pragmatic failures; translation skillsContentsIntroduction11. Features of advertisements31.1 Language features of advertisements31.1.1 Lexical features31.1.1.1 Simple words31.1.1.2 Adjectives41.1.1.3 Personal pronouns41.1.1.4 Informal words51.1.1.5 Newly created words51.1.2 Syntactic features61.1.2.1 Simple sentences61.1.2.2 Imperative sentences61.1.2.3 Elliptical sentences71.1.2.4 Questions71.1.3 Rhetoric features81.1.3.1 Similes81.1.3.2 Parallelism81.1.3.3 Personification91.2 Cultural features of advertisements91.2.1 Psychological cognition101.2.2Cultural values111.2.3Social customs and habits122. The pragmatic failures in advertising translation132.1 The pragmatic failures132.1.1 The pragmalinguistic failures132.1.2 Social pragmatic failures142.2 The analysis on the causes of the pragmatic failures162.2.1 Pragmatic transfer162.2.2 Semantic differences172.2.3 Differences between Chinese and Western culture172.2.3.1 Differences of values172.2.3.2 Different modes of thinking183. Skills employed in advertising translation203.1 Skills employed from the perspective of language differences203.1.1 Literal translation203.1.2 Free translation203.2 Skills employed from the perspective of cultural differences233.2.1 Domesticating translation233.2.2 Foreignizing translation25Conclusion27Bibliography28IntroductionWith the progress in the global economic integration and further development of Chinas reform and opening-up, Chinas business exchanges with other countries have been increased. As one way to promote products and stimulate consumption, the advertisement is playing a more and more important role. An excellent advertisement can arouse consumers desire to purchase products. Therefore, it contributes to gaining profits for the producer. With the rapid development of global economy, the advertisement is an indispensable part in modern life. We can see advertisements almost everywhere from TV and broadcast to newspapers and magazines. In order to help domestic products achieve a better performance in the global market, advertising translation is becoming more and more significant.Before dealing with translation, it is essential for translators to have a good knowledge of both source language and target language, the features of advertisements and the background information about the products. Besides, advertising is a commercial behavior which aims at making products more competitive in the market, so employing some relevant translation skills is helpful to achieve this goal. This thesis firstly analyzes the language features of advertisements: lexical features, syntactic features, and rhetoric features. Besides, it introduces the cultural features from the perspectives of both Chinese and English advertisements. Since many translators fail to understand the importance of knowing the language and cultural features, they may make errors in the practice. On the basis of this point, the thesis discusses some pragmatic failures that are caused by the cultural and language differences. As is known to us all, good translation needs skills. So in the next part, the thesis talks about the translation skills that are usually employed in advertising translation from the perspectives of both cultural and language differences. All in all, this thesis gives good expressions to advertisements and to advertising translation. In this way, translators can do better in advertising translation so as to help advertisements achieve better effects in the global market. 1. Features of advertisements1.1 Language features of advertisements1.1.1 Lexical features1.1.1.1 Simple wordsThe words used in advertisements are rich and colorful since the advertisements are a way to spread information. However, its space and time are limited. So in order to be simply understood and quickly accepted by the mass, we usually select simple and clear words when translating the advertisements. The common nouns, monosyllabic words, simple verbs, and even colloquial expressions are the most frequently used words in translation. For example, the famous sports brand NIKE has a very classic advertising verbal- “just do it”, which is translated to “只管去做”(刘楠，2012，69). This kind of translation obeys the rule of briefness and clearness. The words used in this advertisement are very simple and common. However, they convey the exact meanings to the consumers. This advertisement is simple but stirring, so it succeeds in stimulating consumers purchasing desire. The Samsung Electronics uses “Feel the new space” as its advertising message. The word “feel” grips peoples imagination and makes people want to close their eyes to enjoy this wonderful feeling and embrace their beautiful life. We can translate it into “感受新境界”(刘楠，2012，69), which properly express the original meaning. Besides, this kind of concise and comprehensive translation can be easily remembered and can inspire peoples rich imagination. We can see “Buy one pair, get one free” in many shopping arcades in foreign countries. This is a typical example of using simple verbs which is usually translated as “买一赠一”.1.1.1.2 AdjectivesUsing a lot of adjectives is also a feature in advertisements since adjectives can properly describe the function and quality of products. Only in this way can we add radiance and charm to the product promotion. In order to promote their new products, sellers will adopt a great number of exaggerated and eulogistic adjectives to embellish their products. Or they will use the comparative degree or the superlative degree of adjectives when comparing with other products so as to show their strong points and enhance consumers purchasing desire. For example, the advertising discourse of a cigarette brand is “Internationally acknowledged to be the finest cigarette in the world”, which is translated into “世界公认的最好的香烟”(顾红兵，2011，32). In this advertisement, the superlative degree of positive adjective “finest” is very attractive. It easily makes consumers believe that this advertisement is a factual statement. Therefore, consumers interests in this cigarette can be easily motivated. 1.1.1.3 Personal pronounsTo achieve the best promotion effect, sellers will choose various personal pronouns. The first personal pronouns usually proceed from the perspective of the seller, which makes consumers feel very formal. The second personal pronouns are consumers-oriented, which can give consumers a strong sense of participation. The third personal pronouns demonstrate its opinions from the perspective of a third party and describe the product objectively and positively. Therefore, it provides a reference object for the consumers and establishes its creditability indirectly. For example, the advertising message of The Times is “We take no pride in prejudice”, which is translated into “对于有失偏见的报道，我们并不引以为豪”(顾红兵，2011，32). This internationally well-known newspaper adopts the first personal pronoun “we”. For one thing, it demonstrates its formal expression and easily establishes its good image. For another, it enhances readers trust in this newspaper and makes readers believe that all news reports in this newspaper are objective and fair. At the same time, it achieves its goal of promoting. 1.1.1.4 Informal wordsMany informal words are used in advertisements, so translators should select proper words for them. Many advertisements choose popular oral language and informal expressions to let consumers feel cordial and attract consumers attention. Also, this kind of language can leave a deep impression to consumers. For example, the seller of a jacket brand wants to give more prominence to the jackets characteristics and uniqueness and its message goes like “Pity the pickpocket”, which emphasizes its feature of guarding against the theft and its peculiarity in design. The word “pickpocket” belongs to oral language. This advertisement can be translated as “可怜那些三只手吧”(马芳琴，2011,69). It is an example of vivid and interesting translation. 1.1.1.5 Newly created wordsAdvertising messages may create new words. When dealing with this kind of translation, we need to analyze the word-formation firstly. Since consumers read the newly created words, they will certainly wonder to know the uniqueness of this new product. For example, “The orangemostest drink in the world” can be translated as “世界上最优质橙汁”, which means it contains the most orange juice an