英汉广告文化和翻译
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资料包括： 论文(20页5421字)
说明：
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，广告的权威性定义是指中华人民共和国的广告法。广告指的是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告，直接或间接的介绍他们的出售产品和提供的服务。广告文化是从属于商业文化的亚文化，自身又包含了商品文化以及营销文化。广告则是跨国界、跨文化的商品营销的宣传形式。中国的国际广告实施过程中，在广告语言的运用方面，翻译工作者起着举足轻重的作用，同时也面临着由于各国文化与语言差异所带来的各种困难。国际广告的翻译显然不同于其它文体的翻译，译者需具备语言、社会文化、民俗、美学、心理学、经济学、广告原理等多方面的知识，翻译时也须采用新的策略。
关键词：国际广告; 跨文化; 交流; 差异; 策略
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”. Advertisement culture includes the culture of goods and the culture of market. The advertisement is a propaganda form which is the sales of commodity of cross-nation and cross-culture. The translator is in a important position to apply advertisement languages. At the same time, they confront any kinds of difficulties, because of the different culture and language of different counties. In evidence, the translation of the advertisement is different from the other stylistics. The translator should have universal knowledge including language, culture of society, folkway, aesthetics, psychics, economics and advertisement’s principle. At the same time, the translators also adopt new strategies when they translate.
Key Words
Advertisement; cross-cultural; communication; differences; strategy;
Introduction
Chinese economy has already entered the world market. Advertisement which is a fundamental marketing tool plays an important role in Chinese economy. And it contributes much to the entrance of products’ sale and services to the world market. As a phenomenon of the market economy, the study of advertisement in the West has a history of more than thirty years. In contrast, the study of it in China is still in its infancy. Though a lot of articles and works have been done on the research of advertisement these years, they are superficial. And the research of advertisement translation still remains blank except for several articles sparkling in journals. So it is necessary to do a study in this perspective. I will start with analyzing the differences of advertisement culture and the differences of language. Then continue to explore new strategies in the advertisement translation.
目录：
Abstract…………………………………………………………………………….…………I
Key Words…………………….…………………………………….….…………….I
摘要.Ⅱ
关键词Ⅱ
Introduction…………..………………… …………….…………..1
I. The Overview of Advertisement……………………………..….2
A. The Definition of Advertisement……………………….….2
B. The Functions of Advertisement……………………………….3
C. The Classifications of Advertisement………………………………..3
II. The Effects of Culture and Language……………..………………………………..4
A. The Effects of Culture…..…5
B. The Effects of Language ……………………………..…..…………….……….6
III. Other Factors Influencing Advertisement Translation………………..…………9
A. Marketing Strategy………………………………….…..…9
B. Laws and Regulations….…………….……..10
C. Cultural Barriers………………………………..………..…10
IV. The Strategies………………………………………………………….………….11
A. The Character of Product Advertisement………11
B. The Cultural Tradition……………………………..………..………………..11
C. Innovation12
D. The Standard Language………………………………………….…………12
Conclusion………………………………………………………..…….14
Acknowledgements………………………………………………15
Bibliography…………………………………………………….….…..16
参考文献：
Bovey. C.L. and Arenas W.F. 1994. Contemporary Advertising. Boston: Richard D. Irwin. Inc.
Fan Yagang. Advertising Language and Messages. Beijing: J.Y.Press. 2000.
Hu Shuzhong. Comparative Studies in English and Chinese Rhetoric. Shanghai: Shanghai Foreign Language Education Press. 1993.
Ke Ping. Contrastive Linguistics. Nanjing: Nanjing Normal University Press. 1999.
Newmark, Peter. A Textbook of Translation, Prentice Hall International (UK) Ltd. 1988.
Nida, Eugene A. Language, Culture, and Translating, Shanghai: Shanghai Foreign Language Education Press. 1993.
Ogilvy, D. Ogilvy on Advertising. New York: Crown 1983.
Sinclair, J. Images Incorporated: Advertising as Industry and Ideology. New York: Routledge. 1987.
陈淑华. 英语修辞与翻译[M]. 北京：北京邮电学院出版社，1990.
丁树德. 产品广告的英译应简洁[J]. 中国翻译, 1995,(5).
胡翠娥.‘归化’和‘异化’再思考[J]. 外语与翻译, 2000,(1).
靳涵身. 商业广告翻译 性质•特点•技巧[J]. 四川外语学院学报, 2000,(3).
刘法公. 商贸汉英翻译专论[M]. 重庆：重庆出版社,1999.
刘法公. 论广告词的汉英翻译原则[J]. 外语与外语教学, 1999,(3).
[15] 刘法公. 汉英文化差异与汉英翻译信息障碍[J]. 外语与外语教学, 2000,(12).
作者点评：
英汉广告文化和翻译
Advertisement is not only an economic activity, but also a cultural communication. The translator should possess universal knowledge including language, the culture of society, folkway, aesthetics, psychics, economics and advertisement’s principle. The translation is restricted by the product''s marketing strategies, the market conditions, laws and regulations, and cultural barriers. This article discusses advertisement translation from the three aspects. It makes a detailed comparison about advertisement; discusses the differences of advertisement culture and language; discusses other factors influencing advertisement transition; gives some methods of advertisement translation.
As an aspect of advertisement language study, the principles and approaches are indeed workable. I make analysis of many examples. The ways and advice of advertisement translation in this article is hoped to be helpful.
资料包括： 论文(20页5421字)
说明：
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，广告的权威性定义是指中华人民共和国的广告法。广告指的是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告，直接或间接的介绍他们的出售产品和提供的服务。广告文化是从属于商业文化的亚文化，自身又包含了商品文化以及营销文化。广告则是跨国界、跨文化的商品营销的宣传形式。中国的国际广告实施过程中，在广告语言的运用方面，翻译工作者起着举足轻重的作用，同时也面临着由于各国文化与语言差异所带来的各种困难。国际广告的翻译显然不同于其它文体的翻译，译者需具备语言、社会文化、民俗、美学、心理学、经济学、广告原理等多方面的知识，翻译时也须采用新的策略。
关键词：国际广告; 跨文化; 交流; 差异; 策略
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”. Advertisement culture includes the culture of goods and the culture of market. The advertisement is a propaganda form which is the sales of commodity of cross-nation and cross-culture. The translator is in a important position to apply advertisement languages. At the same time, they confront any kinds of difficulties, because of the different culture and language of different counties. In evidence, the translation of the advertisement is different from the other stylistics. The translator should have universal knowledge including language, culture of society, folkway, aesthetics, psychics, economics and advertisement’s principle. At the same time, the translators also adopt new strategies when they translate.
Key Words
Advertisement; cross-cultural; communication; differences; strategy;
Introduction
Chinese economy has already entered the world market. Advertisement which is a fundamental marketing tool plays an important role in Chinese economy. And it contributes much to the entrance of products’ sale and services to the world market. As a phenomenon of the market economy, the study of advertisement in the West has a history of more than thirty years. In contrast, the study of it in China is still in its infancy. Though a lot of articles and works have been done on the research of advertisement these years, they are superficial. And the research of advertisement translation still remains blank except for several articles sparkling in journals. So it is necessary to do a study in this perspective. I will start with analyzing the differences of advertisement culture and the differences of language. Then continue to explore new strategies in the advertisement translation.
目录：
Abstract…………………………………………………………………………….…………I
Key Words…………………….…………………………………….….…………….I
摘要.Ⅱ
关键词Ⅱ
Introduction…………..………………… …………….…………..1
I. The Overview of Advertisement……………………………..….2
A. The Definition of Advertisement……………………….….2
B. The Functions of Advertisement……………………………….3
C. The Classifications of Advertisement………………………………..3
II. The Effects of Culture and Language……………..………………………………..4
A. The Effects of Culture…..…5
B. The Effects of Language ……………………………..…..…………….……….6
III. Other Factors Influencing Advertisement Translation………………..…………9
A. Marketing Strategy………………………………….…..…9
B. Laws and Regulations….…………….……..10
C. Cultural Barriers………………………………..………..…10
IV. The Strategies………………………………………………………….………….11
A. The Character of Product Advertisement………11
B. The Cultural Tradition……………………………..………..………………..11
C. Innovation12
D. The Standard Language………………………………………….…………12
Conclusion………………………………………………………..…….14
Acknowledgements………………………………………………15
Bibliography…………………………………………………….….…..16
参考文献：
Bovey. C.L. and Arenas W.F. 1994. Contemporary Advertising. Boston: Richard D. Irwin. Inc.
Fan Yagang. Advertising Language and Messages. Beijing: J.Y.Press. 2000.
Hu Shuzhong. Comparative Studies in English and Chinese Rhetoric. Shanghai: Shanghai Foreign Language Education Press. 1993.
Ke Ping. Contrastive Linguistics. Nanjing: Nanjing Normal University Press. 1999.
Newmark, Peter. A Textbook of Translation, Prentice Hall International (UK) Ltd. 1988.
Nida, Eugene A. Language, Culture, and Translating, Shanghai: Shanghai Foreign Language Education Press. 1993.
Ogilvy, D. Ogilvy on Advertising. New York: Crown 1983.
Sinclair, J. Images Incorporated: Advertising as Industry and Ideology. New York: Routledge. 1987.
陈淑华. 英语修辞与翻译[M]. 北京：北京邮电学院出版社，1990.
丁树德. 产品广告的英译应简洁[J]. 中国翻译, 1995,(5).
胡翠娥.‘归化’和‘异化’再思考[J]. 外语与翻译, 2000,(1).
靳涵身. 商业广告翻译 性质•特点•技巧[J]. 四川外语学院学报, 2000,(3).
刘法公. 商贸汉英翻译专论[M]. 重庆：重庆出版社,1999.
刘法公. 论广告词的汉英翻译原则[J]. 外语与外语教学, 1999,(3).
[15] 刘法公. 汉英文化差异与汉英翻译信息障碍[J]. 外语与外语教学, 2000,(12).
作者点评：
英汉广告文化和翻译
Advertisement is not only an economic activity, but also a cultural communication. The translator should possess universal knowledge including language, the culture of society, folkway, aesthetics, psychics, economics and advertisement’s principle. The translation is restricted by the product''s marketing strategies, the market conditions, laws and regulations, and cultural barriers. This article discusses advertisement translation from the three aspects. It makes a detailed comparison about advertisement; discusses the differences of advertisement culture and language; discusses other factors influencing advertisement transition; gives some methods of advertisement translation.
As an aspect of advertisement language study, the principles and approaches are indeed workable. I make analysis of many examples. The ways and advice of advertisement translation in this article is hoped to be helpful.