成绩
华东交通大学
毕业论文
英文题目: 英文题目 On the Strategies of Advertising Translation 中文题目:广告翻译的基本策略 中文题目
学 专
院: 业:
外国语学院 英语
班 学 号:
级:
2008 英语双学位 2
学生姓名: 学生姓名 指导教师: 指导教师
20080980010226 2010 年 12 月 20 日
完成日期: 完成日期
Abstract
In modern society, advertising, as the embodiment of commerce, is becoming an important part of our daily life. Not only is it supposed to be appealing, it is also used as a tool for manufacturers to improve their products’ marketability. With globalization accelerating, more and more businesses of all types are operating internationally in various ways. With china’s accession to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. To survive in the fierce global market, they have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. However, in all national markets, particularly in China, unsatisfying translation is appearing in media ever and again, which not only means financial loss, but also impairs the public image of manufacturers as well. Hence, it becomes an urgent task for those devoted to translation practice to seek a suitable theory for guidance.
Therefore, this thesis will talk about the advertising English and its translation. First of all, I will talk about the purpose and significance of the study, it includes the importance of the advertising, then, I will talk about the dimensions of advertising and, in this part I will take a brief introduction to advertising and the definition of
advertising. In chapter 3 I will present a brief introduction to functional equivalence, it includes its background and definition. Then, I will give some examples of semantic equivalence, and analyse these examples. Chapter 4 is the most important part of this thesis, in this chapter I will talk about the basic strategies of advertising translation, but first of all I have to write about the character of advertising, then I will present several strategies to translate the adverting. These strategies are as following: literal translation, free translation, adaptive translation, associative transliteration.
Key words: advertising, international translation, strategy
摘要
在经济全球化得今天,广告作为一种特殊的行业,在当今社会发挥着日益重要的 作用。被喻为商业化身的广告已渗透到社会的各个角落,逐渐成为人们日常生活 中的一个重要组成部分,它不仅给人们带来感官上的冲击,而且是商家盈利的重 要手段之一。随着我国社会经济的迅速发展,改革开放的进一步深化,以及加入 世贸组织已成为事实,大量的外国商品涌入中国市场,中国产品也大量进入到国 际市场,各种产品在市场上的竞争越演越烈,而广告在促进产品销售和繁荣市场 经济等方面的作用也越来越明显,广告翻译的地位也随之显得越来越重要, 但是 现在的广告翻译的不足越来越不能满足市场的要求,特别是中国市场,这将意味 着竞争力的不足, 和财富的损失, 并且也不能在消费者心中创立产品的良好形象, 所以探索广告的更好翻译已经成为亟待解决的问题, 在这篇论文里我将带领着大 家一起探索广告翻译的基本策略。
首先, 在这篇文章中我将给大家讲述写这篇文章的必要性, 和广告翻译的重要性, 然后给出了广告的基本概念,然后我将介绍广告翻译中的功能对等性原则,其中 包括了它的背景知识和概念,再者分析了一些例子来阐述这一原则。在第四部分 也就是最重要的部分,我将陈述广告翻译的一些基本策略,其中包括了直译,意 译,转译,套译,英译与联想,其中前两部分是重点阐述的。
关键词:广告,国际,翻译 关键词
Acknowledgements
In writing this thesis, I received so much help and advice from many people that my indebtedness to them is beyond words
First and foremost, I owe my tremendous debt of gratitude to my supervisor, teacher Wang Ning, for his warmth and understanding which he has graciously given me. He is always very busy, but when I call him for some problems, he always presents patience and is ready to answer my questions. Sometimes I do not dare to pardon him, because he is so busy, so I start to learn deal the problem by myself, but without his encouragement and guidance in the formation of the outline of thesis as well as the subsequent reshaping of ideas I was still on the way.
Then, I would like to thank my classmates, they also give me a lot of advice, and sometimes I would discuss with them, they have pointed out my mistakes and told me what things should be added to this thesis. When I am in the stake they will encourage me and try their best to help me from these points I was deeply touched, they give me courage and confidence, inspiring me to bridge over difficulties.
In addition, I also do not forget to thank my family, they support me every minute. They are the bay for my leisure.
Contents
Abstract ............................................................................................................................................ i 摘 要…….................................................................................................................................... iii Acknowledgements ........................................................................................................................ iv Contents .......................................................................................................................................... v Chapter 1 Introduction ................................................................................................................. 1
  1.1 Purpose and Significance of the Study ............................................................................. 1
  1.2 Structure of the Dissertation ............................................................................................. 1 Chapter 2 The Dimensions of Advertising .................................................................................. 3
  2.1 A Brief Introduction to Advertising.................................................................................. 3
  2.2 The Definition of Advertising .......................................................................................... 3 Chapter 3 A Brief Introduction to Functional Equivalence ...................................................... 5
  3.1 Background and Definition of the Equivalence ............................................................... 5
  3.2 The Advertising’s Semantic Equivalence ......................................................................... 6
  3.
  2.1 Avoid Producing Ambiguity ................................................................................. .7
  3.
  2.2 Avoid Interpreting Without Real Understanding. ................................................. .7 Chapter 4 On the Strategies of Advertising Translation ........................................................... 8
  4.1 The Characteristics of Advertising.................................................................................... 8
  4.2 Liberal Translation ............................................................................................................ 9
  4.3 Free Translation .............................................................................................................. 10
  4.
  3.1 Addition................................................................................................................ 11
  4.
  3.2 Omission .............................................................................................................. 13
  4.
  3.3 Creative Translation ............................................................................................. 14
  4.4 Adaptive Translation ....................................................................................................... 17
  4.5 Associative Transliteration .............................................................................................. 19
  4.
  5.1 Nonassociative Transliteration ............................................................................. 19
  4.
  5.2 Associative Transliteration ................................................................................... 19 Chapter 5 Conclusion ................................................................................................................. 20 Bibliography ................................................................................................................................ 21
Chapter 1
Introduction

  1.1 Purpose and Significance of the Study With china’s accession to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. In this heated war of competition, the most powerful weapon available in shaping self image and promoting one’s goods is the advertisement-it is this that prompts every enterprise.
However, as we see in our daily life, the quality of those translated advertisement is not satisfactory. For some of those translated, people are just lost at sea in terms of the product information. for some others, people could even get an adversary impression of the product just due to the diversity of cultures. To advertising, such a special style, up till now, no one has put forward a clear and practical preliminary study on the features of advertising English, and based on that, comes up with a translation principle.

  1.2 Structure of the Dissertation This paper is aimed at finding out a proper theory that can be employed by practitioners to the process of translation. It consists of five chapters.
In the first chapter, a brief introduction to advertising is presented. Besides, the purpose of writing this paper and its structure are outlined.
The second chapter of the dissertation is devoted to advertising English. Under that topic, the essay first tells what adverting is, ie, its definition. And the purposes of advertising
The third chapter of the dissertation is the brief introduction of functional equivalence.
The fourth chapter of the dissertation is devoted to the strategies of translation: literal translation, free translation, adaptive translation, translate translation, associative transliteration.
The fifth chapter of the dissertation is conclusion of this dissertation
Chapter 2 The Dimensions of Advertising

  2.1 A Brief Introduction to Advertising With the development of economic globalization, more and more companies will be involved in business interaction. In order to export their products and their commodities. As a promotion device and an important way to put products into international market, advertising plays an increasingly significant role in developing a larger market. But it is an important issue how to make the consumers accept and prefer your products in a foreign market. Apart from other respects, advertising demonstrates absolutely essential significance, advertising also let the world know about China, since advertising can help to create wealth, so this chapter is mainly concerned with a general study of advertising.

  2.2 The Definition of Advertising With the development of economic, we can see advertising everywhere such as radio, TV, newspaper, billboards buildings; and even when we on the metro or on the street. It is no exaggeration to say that there are few places in the public that are not permeated with advertisements.
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (American Marketing Association)(Bovee, 1992,
  7)
Advertising is a way to promote the products. It can reach everywhere and everyone can see it, and it do not need the seller and buyer to get together. The consumer can get message from the advertisement, it contain the products’ message, it always comes from short and easy to remember, it also comes from our daily life whose words
easy to see, for example, My goodness! My Guinness(我的天!我的健力士) good to the Last drop(Maxwell), That’s my way(la saunda), “wear the world”(国际时尚, 戴在 ( advertising makes the brand well know, we know Intel Pentium(英 我手) 珠宝广告) 特尔奔腾), Philips(飞利浦电器), Time(时代杂志), Guinness(健力士), Colgate(高露 洁), Lipton(立顿),Coca-cola(可口可乐), and so on, why we know these brands? Because they have made advertisement and we know their advertisement very well, when we come to the market we may turn to these brands, so advertising help these companies create wealth and make the world know them. I th
 

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