InfluencesofLanguageandCuluralDifferencesonheAdverisingTranslaion_开题报告

With the rapid development of global economic integration and world trade, the communication between countries is becoming more and more frequent. As the media and vehicle to promote the sales of goods, the advertising language is becoming critical. Some advertising products in people's lives occupy a pivotal position and changed people's way of life. Advertising plays an important role in the fields of market, communication, economy and society. It is a kind of pervasive application language and will encourage target to buy relevant products of services, or do as what the advertising language persuades them to do. To talk about advertising translation, we must first understand the definition of advertising purpose and main functions. According to the definition of the American Association of Advertisers, advertising is a paid mass-communication, it’s ultimate goal is to transfer information, change people's attitude towards advertising goods, and initiate action to make advertisers benefit. The English linguist Torben generalizes the function of advertising as: spreading information, persuading, building image, stimulating consumption, etc. (Torben, 1985:49-59). 

Advertising is a kind of practical text which have a very strong purpose, advertising translation should be to achieve the communication purpose of advertising as the highest goal. According to Newmark's text classification, advertising belongs to vocation text. This special text type determines the particularity of advertising translation. Advertisement translation is not only a linguistic conversion activity, but also it is a commercial communication behavior, the purpose is to make the translation effect the same as the original advertising or even better than the original advertising, introduce products to the target language consumers effectively, encourage them to accept and buy the goods. In advertising translation, the translator should take the readers as the goal, to target language and culture as the orientation, flexibly use various translating strategies, proper cultural transformation, to enhance the acceptability of the translation, to ensure the intended purpose and function of advertising in the smooth realization of the target language culture.

From the communication perspective, the generation and propagation of advertising is a encoding, decoding process. Encoding process is the production process of advertising. The first-hand material of coding is derived from the original information provided by the advertiser, including the product itself material, the market material and the consumer material. Advertisement producers according to the intentions of advertisers, as well as their understanding and master the source language culture, cleverly put them into the process of encoding. The success of advertising, the surface meaning depends on the producers and consumers in the process of decoding and coding information coincidence degree; from the depth level, depends on their cultural concepts and aesthetic ideas perspective of integration degree. Similarly, advertising translation should not only on the language level message to convey the original text, but also to achieve advertising transition from the source language culture to the target language culture.

In the book "The Use and Misuse of Language", American linguist S.I.Hayakawa said: nation’s language expression is related to its way of thinking, it is worth of attention in the international communication. In recent decades, linguists have launched a variety of research. It was found that, the language as a primary means to transfer of the mind and feelings, in the mode of organization and expression, depends on the nation’s way of thinking. The same is a description of a thing, the various ethnic groups tend to use different ways, different logical arrangement of language structure. For example: about word order, both English and Chinese is Subject Verb Object (SVO), Japanese and German are Subject Object Verb (SOV). Different ways of thinking is a complicated problem which involving national psychology, ideas, philosophy and other factors, specially culture factors.

American linguist Sapir (2000) said: "The existence of language can not be separated from culture, it cannot be divorced from the social while inherited from various practices and beliefs." Language is a reflection of the environment and social reality, life does not exist or people experience less things, it is difficult to form a language signal or appeared in communication. Every nation has its own culture. This culture is formed in specific natural environments, historical conditions, geographical locations, social realities, and thus has particularity. To master a language should to be familiar with the cultural characteristics, to gain insight into their native culture and his cultural difference.

Advertising translation is a comprehensive art, it is not only from the source language to the target language of a simple replacement, but the need to fusion many aspects of knowledge, such as translation theory, history, culture, aesthetics, psychology, sociology, etc. In addition, cultural factors on advertising translation methods and principles also have a greater impact. Famous translator Eugene Nida (1982) said: "For the truly success translating, familiar with two cultures even more than master the two languages is more important." Business text itself is an important social language and social culture, The translation process is a cross-cultural re-creation process. In order to make the advertisement really play the role of commodity and communication information in the international economic and trade activities, the translator should take full account of the acceptance degree of the target audience in the translation of the advertisement, flexible use of various translation skills, to achieve the perfect the realm of advertisement translation, and  promoting economic communication among countries.

Advertising translation involved in the language phenomenon and characteristics of complicated. This paper first try to analyze the linguistic features of advertising English from three aspects (the vocabulary characteristics, syntactic features and rhetorical features of advertising English) influence on advertising translation. Then, from the perspective of culture, analyzes its influence on advertising translation, based on the aspects of thinking, philosophy, religious aspects, daily life, ethics and other aspects to analysis the differences and the impact of advertising translation. As well as,  discusses some issues about English-Chinese advertisement translation, and sums up some skills.

This thesis of the topic "Influences of Language and Cultural Differences on the Advertising Translation" which involves many aspects and can be extracted separately, to do further research and discussion. In addition, in the field, some aspects have been deeply studied by linguistic or advertising’s experts. Some aspects in the academic world itself is very controversial, it is difficult to simply give a conclusion. Although a lot of literature has been consulted, many questions have been made up, but in the use of linguistic theory still can not avoid a little knowledge and speech inappropriate, in the literature review and point of view analysis is still not deep enough thorough problem.

                Contents

Abstract (In English)

Abstract (In Chinese)

1.Introduction

2. Advertising and Advertising Translation

3 .The impact of Language on advertising Translation

3.1.The differences of the structure of language in the Sino-British advertising 

3.2.The differences of choosing the words

3.3.The differences of pronunciation of the words in Sino-British advertising 

3.4.The differences of rhetoric methods in advertising translation.

4.The impact of culture on advertising Translation

4.1.Cultural Differences and Cultural Barriers

4.2.Different Thought Patterns and Concepts of Values

4.3.Different Consumer Psychology

4.4.Different Customs and Habits

5.The strategy of advertising translation

6.Conclusion

7.References

References

[1]Torben,Vestergaard and Kim,Schrode.The Language of Advertising[M].John Wiley and Sons Ltd. 1985 

[2]Claire Kramsch.Language and Culture[M]USA.Oxford University Press.1998

[3]Eugene A. Nida.Language and Culture: Context in Translating[M]. John Benjamins Publishing Co . 2002

[4]Eugene A Nida.Language,culture and translating[M].LAP Lambert Academic Publishing. 2011

[5]Nord,Christiane.Translating as a Purposeful Act ——Functionalist Approaches Explained[M]. Manchester, United Kingdom,St Jerome Publishing . 1997 

[6]Eugene A Nida,Charles R Taber.The Theory and Practice of Translation[M].上海外语教育出版社. 2004 

[7] Leech, Geoffrey. English in Advertising. London: Longman, 1996. 

[8]Wierzbicka, Anna.. Different cultures, different languages, different speech acts: Polish vs. English. Journal of Pragmatics , 1985,9: 145-178. 

[9]徐莉林.从中英文广告的差异看广告翻译[J].内蒙古社会科学 ,2005,26(4):84.

[10]顾云峰.英汉语言和文化差异对广告翻译的影响[J].宁波大学学报 ,2004, 17(2):25.

[11]刘小云.应用翻译研究[J].电子科技大学出版社.2009

[12]刘海瑛.广告翻译中应注意不同的文化因素[J].成都信息工程学院学报 ,2004,19(1):123.

[13]李娜.汉英广告语言对比研究[M].中央编译出版社,2014

[14]权循莲.从跨文化交际的角度看广告语的翻译[J].安徽理工大学学报 ,2005,7(2):54.

[15]施叶丽.功能等效论与跨文化广告翻译[J].浙江海洋学院学报,2001,18(2):80.

[16]段车霞.从文化视角透视广告的翻译[J].新闻爱好者,2005,9:40.

[17]崔姗，韩雪.英语文化与翻译研究[M].新华出版社,2015

[18]余星.现代广告英语翻译[J].宁德师专学报,2005,(1):83.

[19]郭继东.郭兰英.汉语广告的英译方法[J].安徽工业大学学报,2005,22(3):65.

[20]刘小平,曾文雄.跨文化交际中广告文化的传递与翻译[J].贵州民族学院学报 ,2003,4:103. 

[21]侯彤.跨文化背景中的广告英语翻译[J].沈阳教育学院学报,2005,7(1):74.

[22]郑生涛.翻译与文化交流——翻译学新教程[M].成都科技大学出版社，1996

[23]白靖宇.文化与翻译[M].中国社会科学出版社,2000

[24]刘宓庆.问题与翻译[M].中国对外翻译出版公司,1998

[25]翁凤翔.实用翻译[M].浙江大学出版社,2002

[26]冯庆华.实用文体[M].上海外语教育出版社,2002