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CuluralDifferenceandAdverisemenTranslaion_开题报告

Ktbg3560 CuluralDifferenceandAdverisemenTranslaion_开题报告一、文献综述As Mark Twain said “Many a small things has been made large by the right kind of advertising.” It shows the great effect and the incredible function of advertisements. That is significance of this thesis. With China’s acce..

CuluralDifferenceandAdverisemenTranslaion_开题报告 Ktbg3560 CuluralDifferenceandAdverisemenTranslaion_开题报告

一、文献综述

As Mark Twain said “Many a small things has been made large by the right kind of advertising.” It shows the great effect and the incredible function of advertisements. That is significance of this thesis.

With China’s access into the World Trade Organization (WTO) and China’s opening wider to the outside world, more and more Chinese enterprises and products have the access to the international market and also more foreign enterprises and products enter the Chinese market. Advertising is a tool, by which an enterprise can publicize itself and promote its products. With regard to an international enterprise, the translation of its advertisement plays an important, sometimes decisive, role in its international marketing strategy.

However, it’s common in our daily life that a great many fantastic advertisements have been distorted after translated into the target language and their functions can’t be expressed to the consumers fully. It may not only lead to misunderstanding, but also cause some economic loss to some extent. To find out the reason for that, we’ve observed that the culture difference between China and the west affects the advertisement translation greatly and the translator does not have much knowledge of the different culture involved.

This thesis begins with the contrastive analysis of cultural difference between China and the West and point out three culture differences: Difference in Culture Background, Difference in Psychology Structure, and Difference in Esthetic Sentiment. It holds that the dramatic culture background difference lies in Confucianism worship in China and the Christianity embrace in the West. So it may lead variety of the value concept and moral criteria. Based on the background, Chinese are Modesty, think and behavior in the Medium Way, and emphasize Harmonious Cooperation, compared with the west character of Personal Honor, Pioneer Spirit, pursuit of Freedom. Just because of the difference in Psychology Structure, Difference in Esthetic Sentiment comes out and becomes the most important factor in the intercultural advertisements translation. Chinese require more on the “inward nature”, as well as harmony in beauty and quality and West people are emotional and imaginative so that they believe in their own judgments.

Culture difference is reflected on advertisement translation frequently, which cause the most difficulty in advertisement translations. The second section of this thesis discusses the difficulties from the Phonetic Ineffectiveness and Semantic Deficiency. In advertisement language, onomatopoeic motivation, sound symbolism, and echoism are often widely used to attract the audience’s attention. But it may bring ineffectiveness since the respective different feature of phonetic and onomatopoeic motivation and etc. And the old sayings of the nation, the wisdom quotation of the history and particular idioms are often used and these may bring deficiency in translation.

With regards to the difficulties in that culture difference bring out, some settlements on the advertisements translation are suggested in the last section. Appropriate comprehension of the original, we must do a good job in dealing with “faithfulness” and work hard to grasp the correct and accurate meaning of the advertisement. Flexible transformation of the culture, what we should be firstly considered in judging an advertisement translation is to check what the readers of the translation will respond to it and then compare the response of the translation readers with that of the original readers. To achieve functional equivalence and make the advertisement persuasive, culture transformation should be performed in the translation.

The language of the advertisement is full of plenty of imaginations and creations, and when it is translated from the original language to the target language, translators should perform culture transform because of the difference in the social customs, value concept and other culture factors. As long as we recognize cultural difference, respect cultural difference and finally reconcile cultural difference, the translation of advertisement can meet the information function, demand creation function, persuasive function and get action function. And the saying “Many a small things has been made large by the right kind of advertising.” can be also practise and reflected.

二、^范文提纲

1.Introduction

2. A Contrastive Analysis on Cultural Difference Between China and the West.

2.1 Difference in Culture Background.

2.2 Difference in Psychology Structure.

2.3 Difference in Esthetic Sentiment.

3. Difficulties in Translating Advertisements Involving Culture Factors.

3.1 Phonetic Ineffectiveness.

3.2 Semantic Deficiency.

4. Settlements on Doing Advertisement Translation.

4.1 Appropriate Comprehension of the Original.

4.2 Flexible Transformation of the Culture.