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1、On The Translation of Advertising English 一、 課題(論文)提綱 0 引言 1 廣告和廣告英語的定義 1.1 廣告的定義 1.2 廣告英語的信息 2 廣告英語的特征 2.1 詞匯的特征 2.2 語句的特征 2.3 修辭的特征 3 廣告英語翻譯的原則 3.1 準(zhǔn)確性 3.2 吸引性 3.3 可接受性 4 廣告英語的主要方法 4.1 直譯 4.2意譯 4.3 直譯和意譯的結(jié)合 5 總結(jié) 二、內(nèi)容摘要 在現(xiàn)代社會中，被喻為商業(yè)化身的廣告己滲透到社會的各個(gè)角落，逐漸成為人們?nèi)粘Ｉ钪械囊?/p>

2、個(gè)重要組成部分。隨著我國社會經(jīng)濟(jì)的迅速發(fā)展，改革開放的進(jìn)一步深化，以及加入世界貿(mào)易組織已成為事實(shí)，中國產(chǎn)品進(jìn)入到國際市場的機(jī)會大大增加了，與此同時(shí)也將會有大量的外國產(chǎn)品涌入中國市場，各 種產(chǎn)品在市場上的競爭越演越烈，而廣告在促進(jìn)產(chǎn)品銷售和繁榮市場經(jīng)濟(jì)等方面的作用也越來越明顯，廣告翻譯的地位也隨之顯得越來越重要。自然的，廣告英語已成為一種重要的交際方式和現(xiàn)代社會中的獨(dú)立部分。本文分析了廣告英語的語言特點(diǎn)，闡述了廣告英語的翻譯原則，著重在廣告英語的翻譯方法及其應(yīng)用，期望本文能對我們以后翻譯廣告有所幫助。 三、 參考文獻(xiàn) [1] Mueller.B International Advertis

3、ing Communicating Across Culture, London: Wadsworth [2] Net.1. XuShanwen, Functional Analysis and Translation， index.him [3] Net.2. Su Yu & Yang Liu, An Analytic Study of Advertising English And Its Translation， [4] Theodore Savory (1957), The Art of Translation, London: Jonathan Cape [5] 趙靜. 廣告

4、英語[M]. 北京:外語教學(xué)與研究出版社,1992.1 On The Translation of Advertising English Abstract：In modem society，advertisement，the embodiment of commerce，is becoming an important part in our daily lives. The intensified international exchanges and severe competition involve a growing need for advertisement and

5、 thus the translation of it. However, the study of advertising translation is far from satisfactory to its need and the traditional translation theories seem increasingly inadequate. That is because advertisements are of a very practical type of writing with high commercial value, and the ultimate p

6、urpose of all advertisements is the same—to promote sales.Naturally, English advertisement has become an important way to communicate ideas, and it also becomes indispensable in the modern world.In this thesis, I will analyze the features of English advertisement, the translation principles of it an

7、d the ways in translating it. It is hoped that we can get some useful information when translating the advertisement. Key Words: advertisement；English advertisement；translation principles；translation ways 0 . Introduction In the era of information, advertisements have infiltrated into all walks

8、 of life and become an important source of information as well as an indispensable part in our life. With China’s entry into the World Trade Organization, more and more multinationals are doing business in China. And the local people get to know more about foreign products through advertisements, wh

9、ich appear almost everywhere, on TV, in newspapers and in the street. So there seems to be an increasing need for translation of English advertisements. Studies in this field will also be of great significance. Many studies on advertisements made by various scholars both at home and abroad have ena

10、bled people to have understanding of advertising. Advertising English is a practical style, it has its own features, and its translation is provided with unique ways and principles. And in this thesis there are four chapters. In chapter one, I talked about the definition of advertisements and adver

11、tising English, and in chapter two I mentioned the features of advertising English, in chapter three and four I have talked the principles and ways of advertising English translation. 1. Definition of Advertising and Advertising English 1.1 Definition of Advertising Before exploring the present t

12、opic, we need to find out what advertising is. In other words, we’ll clarify the definition of advertising. The word “advertise” originated from the Latin word “advertere”, which means “to inform somebody of something” or “to make known to the public” (Mueller, 1996:55). There are different kinds of

13、 definitions for advertising. Advertising is defined as “a method of delivering a message from a sponsor though an impersonal medium, to many people”; as “the use of mass media to carry paid message for a commercial purpose or to advance a cause, institution, or political candidate” and as “any paid

14、 from of non-personal presentation and promotion of idea, goods or services by an identified sponsor” (Mueller, 1996:55). Owing to the limit of space, many more definitions are not listed here. But it should be noted that the definition by American Marketing Association (AMA) is the most popular a

15、nd is most widely quoted as a relatively standard and precise definition of advertising. It defined advertising as “The non-personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsor through the various media” (Zhao

16、Jing, 1992:1). From the above definitions, we can understand that advertising takes the following meanings at least: 1) It aims at groups of people rather than individuals. Advertising is non-personal; it is directed toward the masses of anonymous people. 2) Most advertisements are paid by specif

17、ic sponsor expect a few unpaid ones like public service announcements. 3) Advertising should be persuasive, for the fundamental role of advertising is enhancing brand awareness and urging people to purchase. The message has the explicit purpose of increasing sales through persuasion. (Zhao Jing, 19

18、92:3). 1.2 Information of Advertising English English in advertising refers to the English specially used in all kinds of advertisement. Advertising English as a practical style with high commercial value involves selling power and memory value, thereby it impresses the audience deeply. Advertisem

19、ents must be eye-catching and possess attention value and readability. 2. Features of Advertising English As a kind of mass media, advertising plays a very important role in modern society and permeates every aspect of social life. The advertising language has caused more and more attentions. As

20、a kind of linguistic art, advertising has aroused attention to its language features. It is a sort of practical style, which has high commercial values. The language in English advertisement belongs to “l(fā)oaded language”, which has a high “persuasive power”. It aims at inspiring peoples imagination,

21、stimulating their emotion, and persuading them to purchase certain commodities. It transfers the least information about commodity and service, and accelerates and promotes the sales of commodity, and consequently furthers the development of modern society. In this chapter, we focus on the features

22、of advertising English: its lexical features, syntactical features and rhetorical features. 2.1 Lexical Features Firstly, English advertisements usually involve many words; we call them as coinage and anagrammatic spelling, in order that it can draw attention of the people and covey the informatio

23、n of products effectively. Although these words are different from their original form, they are more vivid and interesting than the formers. Secondly, advertising usually use concise and an accurate words and expression. “Copywriting will directly influence purchasing motivation and is closely rel

24、ated to the benefit of the public”.(Net,1) 2.2 Syntactical Features The purpose of all advertisings is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement

25、is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable, and memorable. Firstly, the simple sentences are wildly needed in advertising English instead of complex ones, because the simple ones are easy to understand and memorable by consumer

26、s. They are concise in reading, lively and beautiful by hearing. Secondly, the interrogative sentences are frequently used in advertisements. There are two reasons to use interrogative sentences. Viewing from the angle of psychology, it divided the process of information receiving into two phases

27、by first raising a question and then answering it. Thus it turns the passive receiving into active understanding. From the linguistic angle, interrogative sentences decrease the grammatical difficulty, because they are usually short in advertisements. Thirdly, the imperative sentences are used in

28、advertising English. 2.3 Rhetorical Features Rhetoric is widely employed in advertising English. Advertisers have made good use of them to give beauty, and force of advertising, and the creative use of them results in advertisements which are emotionally alive, intellectually appealing and memora

29、ble. In advertising English language, a lot of rhetoric are used, the top five frequently used are: analogy, personification, repetition, pun parody, and rhyming. Perhaps, analogy is the most widely in advertising English. It can be divided into two kind simile and metaphor. Simile is to compare

30、one thing to another one, and in advertisement, the businessmen usually use it to make the abstract thing into the concrete one or familiar one to consumers’. In this way, it can attract the consumers’ interests and love ness to the goods. 3 . Principles of Advertising English translation Principl

31、es for advertising translation discussed and illustrated in this chapter are based on and derived from the generally accepted translation standards. As advertising texts display so many distinct characteristics and play various exclusive functions. Three principles for advertising translation are

32、introduced in the following. 3.1 Faithfulness One of the main functions of advertising is to provide product information, including information about the brand name, price, size, performance, and characteristics of the product. Then it becomes extremely important for consumers to be able to unders

33、tand all the information. The translated copy should provide as much necessary information as possible. Theoretically speaking, the product information in the source text should be reproduced in the target text completely and thoroughly, but it is impossible for some reasons. In other words, underst

34、andability occurs when absolute equivalence instead of relative equivalence is required. So, the first translation principle, faithfulness, proposed from the angle of advertising content, aims to maintain a high degree of fidelity to the source advert, first the content, then the form, if possible.

35、Of course, if both of them can be kept in the target text, that’s perfect. Now, let’s look at the following examples. E.g. 3.1.1 Fresh food and fresh air. The perfect recipe for a healthy life. I’ve chosen. It’s Candy. 新鮮食物+新鮮空氣，健康生活的絕妙處方。 我選定了，Candy冰箱。 (ad for Candy fridge) (Li Haibi

36、n, 2003:100) The perfect way for people to live a healthy life is to eat fresh food and breathe fresh air, both of which Candy fridge can provide. The ST (source text) presents completely the high quality of Candy fridge to readers while the TT (translated text) also transmits the original meaning

37、faithfully. With regard to the form, the TT (translated text) keeps it well. “Fresh” is repeated twice in source text, translator also adopt the repetition,“新鮮”. Adding a“+” between“新鮮食物”and“新鮮空氣”,makes the advert exactly like a recipe. Moreover, metaphor is employed in both versions. 3.2 Attractiv

38、eness This principle for translating English advertising texts is suggested from perspective of advertising form. Consumers don’t pick up a magazine or newspaper and say, “I can’t wait to see the adverts.” In fact, they probably just skim the adverts unless something stands out and captures their a

39、ttention. It is a hard job of the advertiser to turn an advertising text into something very charming or as attractive as a magnet, in order to turn skimmers into earnest readers. As a special pragmatic text with obvious communicative functions, advertising, to a great extent, depends on idiomatic,

40、smooth, novel and appealing language for its success. Therefore, how to make an advertising appear enchanting is not only the advertiser’s task, but also the translator’s task. English is an objective and rational language with plain words. Abuse of florid language is forbidden in good English, fo

41、r it is considered illogical and may harm the original meaning. So it is not desirable to employ ostentatious words in English (Zhang Peiji, 2001).Chinese language always manifests abundant use of modifiers, contributing to the whole rhyming structure. Moreover, Chinese employs many refine words to

42、describe images and set off atmosphere, thus sounding elegant. Zhang Peiji(2001) also noticed that Chinese language often resorts to tautology in order to achieve rhyming, emphasis or neat structure. When translating English advertising into China, translators should sometimes reproduce the original

43、 by means of reduplication and tautology, or by choosing parallel four-character phrases, thus rendering the target text attractive to Chinese consumers. English sentences are clear in meaning and tight in structure. They always display partial arrangement with the verb as the center. Then flexible

44、changes of the verbs contains of the functional, structural and even semantic information. Unlike English, sentences, Chinese sentences usually comprise several clauses and extend them in a linear way without a focus. Connecting clauses according to the chronological or logical order and without any

45、 semantic markers, Chinese sentences seem to be loosely structured. 3.3 Acceptability “This principle of acceptability is proposed from the angle of trans-cultural communication. Advertising is not only an economic activity, but also a kind of cultural communication, which influences people’s life

46、 style and consumption patterns”(Net.2). Advertising language conveys to the audience not only the information of the commodity or service, but also the unique ideas, values and other cultural messages, for different cultures tend to have very different value systems and they are manifested in commu

47、nication as different communication styles. A Good mastery of the pronunciation, grammar and vocabulary of a language is far from enough. This is because people with that knowledge may still be extremely unsuccessful in their interaction with native speakers of that language if they do not have some

48、 understanding of the cultural conventions of the native speakers. 4 . Ways and Methods of Advertising English Translation Theodore Savory (1957:77) thought it impossible to create a translation theory acceptable to all, nor was it possible to create a concise translation theory. And for the sake

49、 of convenience and plainness, he put forward a translation in six pairs. They are: “A translation must give the words of the original. A translation must give the ideas of the original. A translation should read like an original work. A translation should read like a translation. A translation

50、 of verse should be in prose. A translation of verse should be in verse”(Theodore Savory 1957:77). Translators put forward their own theories through the ages. They offered different translation types at the same time. Through the analysis of some of the major translation methods, it can be seen w

51、hat is applicable in ad translation. There, I focus on three ways: they are literal translation, free translation, combing literal translation and free translation. 4.1 Literal Translation Literal translation means change the grammar structure of the original language into the most similar struct

52、ure of another language, context is ignored but the glossaries are still quits. This method mainly used to deal with these advertisements which have clear meanings and simple and integral syntactical structures that the useful information people can get. That is to say, in this way, both the outside

53、 and inside meanings that the translation is send are very clear. Let’s take some translations for example: E.g. 4.1.1 Winning the heart of the world. 贏得天下心。 We can compare the English ads and their Chinese translations, we will find that although the translat

54、ions are not as smooth as their original form by reading, it is very brief and easy to be understood, here, we hardly have any trouble in understanding them. 4.2 Free Translation Free translation is a way opposites to “l(fā)iteral translation”, generally, it is the way that we just get the content of

55、it and ignore its form, it also allow the translators to have their creation to the advertisements as long as the primary information is included. Free translation is liberal and flexible, in its procedure; we usually consider that the audiences from different cultures will have troubles in reading

56、 and understanding. So, the translations will be more readable if we are in the position of consumers. Here we can also take some ads for example: E.g. 4.2.1 Ask for more. 摩爾香煙，多而不厭。 From the advertisement and its translation

57、, we can find that none of its Chinese key words can be fit for their English alliteration, even its sentence structures are non-existence, while its essence and connotation are subsistent in. 4.3 Combing Literal Translation and Free Translation This way means dividing the translation into two par

58、ts: one used the literal translation and the other used the free translation. It is the complement of the two ways, and it is also the ideal and better way to solve some difficulties in advertising English that neither of the above two ways can solve. 5 Conclusion Advertising translation is an eme

59、rging science in China. But not enough attention has been paid to it. Advertising also hasn’t seemed to be well combined with recent translation theories and methods. So I undertook some research in this interesting but challenging subject. People usually buy a product because of the brand. And the

60、 brand needs advertisement to enter into the people’s mind. Foreign products that try to enter into Chinese market will have the need of ad translation. Ad translators should know clearly about their qualifications and responsibilities. All in all, ad translation is an interesting and challenging ar

61、ea to explore. Bibliogrphy： [1] Mueller.B International Advertising Communicating Across Culture, London: Wadsworth [2] Net.1. XuShanwen, Functional Analysis and Translation， index.him [3] Net.2. Su Yu & Yang Liu, An Analytic Study of Advertising English And Its Translation， [4] Theodore Savory (1957), The Art of Translation, London: Jonathan Cape [5] 趙靜. 廣告英語[M]. 北京:外語教學(xué)與研究出版社,1992.1 15