The Differences between Chinese and English Language and Culture In the Advertisement Translation

The Differences between Chinese and English Language and Culture Influence the Advertisement Translation

Contents

Abstract

摘要

1. The Features and Functions of Advertisement language …………………………...4 1.1 The Features of Advertisement Language………………………………………4 1.2 The Functions of Advertisement language……………………………………...4 2. Language Differences between Chinese and English Advertisement Translation….4 2.1. Sound Difference…………………………………………………………….5-6 2.2 The Differences of the Choices of Words between Chinese and English…….6-7 2.3 Flowing Chunks vs. SV Structure…………………………………………….7-8 2.4 Rhetoric Contrast………………………………………………………….8-10 2.5 Semantic Difference………………………………………………………10-11 3 The Culture Differences in Chinese and English Advertisement Translation…… 11 3.1 Differences of Social History Back Ground…………………………………12

3.1.1 Different Politic Values………………………………………………….12 3.1.2 Differences in Numbers……………………………………………...12-13 3.1.3 Differences in Colors, Signs and Symbols………………………………14 3.2 Different Region Environment and Sense of Worth……………………….14-15 3.3 Aesthetic Difference………………………………………………………15-16 4. The Principles and Ways of Chinese and English Advertisement Translation……16 4.1 The principles of Chinese and English advertisement translation……………16 4.1.1 Function-Oriented……………………………………………………….17 4.1.2TL Reader—Oriented…………………………………………………17-18 4.1.3 TL Culture—Oriented………………………………………………..18-19 4.2. The ways of Advertisement Translation………………………………………19 4.2.1 Literal Translation……………………………………………………….19 4.2.2 Free Translation…………………………………………………………20 4.2.3 Parody Translation…………………………………………………..20-21 5. Conclusion……………………………………………………………………..21-22 References………………………………………………………………………22-23 Acknowledgements…………………………………………………………………24

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Abstract

Advertisement is not only an economic activity, but also a cultural communication. In China, the authoritative definition of advertisement is the Advertisement Law of the People?s Republic of China. “Advertisement” refers to “Any commercial advertisement, which passes certain media or forms, directly or indirectly introducing their commodities being sold or services being provided”. However the advertisement translation is influenced by the different language and culture. As a translator, he or she should know and master the differences between languages and cultures. In this paper, it will only discuss that the differences of Chinese and English language and culture influence the advertisement translation. Some defects and even unsuccessful advertisements are made because of the poor quality of translation. This paper proceeds from problems in advertising translation that the translators do not have a good command of the nation-specific culture and is too adhesive to the advertisement?s superficial meaning while there are a lot of cultural factors hidden in the present advertising translation. In fact, advertisement translation requires more than just rendering sentences into another language. Translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture.

This paper suggests some methods to make advertising translation in view of the language and culture differences. In the paper, it will be divided four parts to discuss the theme. The first will discuss the features and functions of advertisement language through the features of words, sentence and rhetoric and the functions of advertisement. The second will discuss the differences of Chinese and English language influences the advertisement translation from the differences of sound, the choice of words, the structure of sentences, rhetoric and semantic. The third will discuss the differences between Chinese and English culture influence the advertisement translation through differences of social history background, difference region environment and sense of worth and aesthetic difference. The last is exploring the principles and ways of advertisement translation according to the differences of Chinese and English language and culture in the future.

Key words: advertisement translation the differences between Chinese and

English language the differences of Chinese and English culture

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摘要

广告活动不仅是一种的经济活动，还是一种文化交流。在中国，告的权威性定义是指中华人民共和国的广告法的定义。广告指的通过特定的媒体或者其他形式来推销产品或提供服务的商业广，直接或间接的介绍他们的出售产品和提供的服务。然而广告的译被不同的语言和文化所影响。作为一个翻译者，他或她弄清和握不同语言和文化的差异中英广告的互译中，有许多不理想的实，有的甚至导致了销售挫折.本文分析了问题的原因，主要是在于今广告翻译同样蕴藏着大量的文化，而译者却没有足够的文化的驭能力，太拘泥于原文表层。事实上，广告的翻译不是简单地把子翻译出来。翻译人员要充分运用目标文化知识，把句子后而所载的思想、概念尤其是文化传递给译入语的目标消费者。

本论文从广告语言文化差异的角度出发介绍几种英汉广告互方法。在本论文中，只探索中英语言和文化差异对广告翻译的。本论文将分四个部分来讨论这个主题。 第一部分，将从词语，和修辞的特点来归纳广告语言的特色， 以及广告的各种功能。部分，将从词的发音和选择，句子的结构，修辞手法和句意的来讨论中英语言的差异对广告翻译的影响。第三部分将从不同会历史背景，不同的地域环境和价值观和不同的审美观来讨论文化差异对广告翻译的影响。最后一部分，将根据中英语言和的差异来探索未来在广告翻译的原则和方法。

关键字：广告翻译 中英语言差异 中英文化差异

广是告翻掌例当驾句承

译影句第差的中文的响子二异社英化

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1. The Features and Functions of Advertisement language 1.1 The Features of Advertisement Language

As the part of culture and carriers of culture information, usually the language is translated into the other ones. As we know, advertisement language also is a kind of culture and belongs to the subculture of commerce culture. In general, advertisement has special features to take on the relationship of language, culture and mind.

Advertisement language should be distinctive, attractive, positive, readable and memorable. As carriers of message, advertisement language is the most important element. The purpose of an advertisement determines that its language must have selling power, memory value, attention value and readability. Both Chinese and English advertisements share the same language features: advertisement language should ask the translators to use colloquial and concise words, short and simple sentences and various rhetorical devices to attract consumers? attention. Such as: the advertisement “once tasted, always loved” is about food. The words are very simple and easy to understand and memory. Another advertisement “time will tell” uses personification to carry out the message that the goods is durable and you can use it forever（Li Jianjun,2006）.

1.2 The Functions of Advertisement language

Advertisement attracts the readers through the process of attracting attention, stimulating interests and creating desires. According to Newmark（Newmark, 2001）,advertisement language mainly has three functions: One of important roles of advertisement is to inform consumers of quality, characteristics, specialties or advantages of the products. The other is the aesthetic function. The advertisement language should please the readers? sense through its language beauty, including the sound and semantic beauty. Another function is the vocative function. Following Newmark, the core of vocative function of language in English advertising is the consumers. The term “vocative” retains the sense of “calling upon the consumers to act, think or feel, and in fact to “react” in the way intended by the advertisement .This can be considered the most important function.

2. Language Differences between Chinese and English Advertisement Translation

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2.1. Sound Difference (Zhangna, 2005, p1-2)

The pronunciation of language can influence people?s felling in aural effect and reactions. From all kinds of advertisements, we can see the onomatopoeic motivation, sound symbolism and echoism usually are used in advertisement language. Thus, it sounds beautiful，but it also brings many difficulties because of the differences of sound, onomatopoeic motivation, and rhyme between Chinese and English. For example, in order to increase the beauty of phonology, alliteration, assonance, rhyme and consonance are usually adopted in the English advertisement words. For example, the advertisement word “never late on Father?s Day”, two [ei] make it harmonious. But it is very different to reserve these kinds of music?s beauty in Chinese. Otherwise, the translator should notice some pronunciations which maybe have bad effects in others language. For example, the Toshiba company in Japan once used a advertisement word “东芝(Toshiba), 东芝(Toshiba),大家的东芝(our Toshiba)” . This advertisement is lyric. But some young people use partial tone to translate “ 偷去吧，偷去吧，大家的东西”. It makes this advertisement in strict. Originally, ?Toshiba? is the brand of goods, but the translation makes its impression weaker.

Another example: (1) “Foiled again? Try Dillions.” erotizes for the Dillion bookstore. “Foyle” is the title of another bookstore. By adding a letter “d”, the advertiser makes it sound the same as “foiled”. The whole sentence can be translated into in English ?If you can not find your books in Foyle, please come to Dillions.?

(2) “天罗地网一把罩 油烟一网打” is a Chinese advertisement for the Sakura grease pump. It uses two Chinese idioms: “天罗地网” and “一网打尽”. Here the word “网” implies the meaning “滤油网”.

(3) “梦想的力量让广州 ACCORD3.0V6脱影而出.” is a car advertisement. The advertiser uses the Chinese idiom “脱颖而出”, but changes “颖” to “影” in order to attract the readers? attention.

Generally speaking, the difference of pronunciations between Chinese and English influences the advertisement translation through reflecting the brand translation. The brand is the name of goods which can attract customers? eyes and bring expectations to customers. In the advertisement translation, the key of brand translation is the similar to body and pronunciation. That is, the difference of pronunciation can bring the different shock of culture in the advertisement translation. Such as: the pronunciation of Nike is [naiki:], the name of the victory Goddess in Greece fairy tale. If a translator translates it

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