論歸化法在商業(yè)廣告翻譯中的運用--論文

1、Application of Domestication Method in Commercial Advertisement Translation廣東外語外貿(mào)大學本科畢業(yè)論文（2017屆）論文題目 （英文）論文題目 （中文）學院 專 業(yè) 班級 準考證號 作者姓名 指導老師 完稿時間 成 績 8Application of Domestication Method in Commercial Advertisement Translation你的姓名（拼音）Abstract: Advertisement English is an applied language with its own

2、unique style and function. This unique style and function requirements of advertisement translation is different from other genres of translation. Extremely strong purpose of advertising language decided to domestication method should be the main translation methods in advertisement translation. Thi

3、s article from the perspective of translation of domestication and foreignization, combining with the characterization genre of advertisement English genre and discuss of domestication method in commercial advertising translation.Key words: domestication; foreignization; advertisement translation論歸化

4、法在商業(yè)廣告翻譯中的運用你的名字摘要：廣告英語是一種有著獨特的文體和功能的應用性語言，這種獨特的文體和功能要求廣告翻譯不同于其他文體的翻譯。廣告語言極強的目的性決定了在廣告翻譯中，歸化法應當成為主要的翻譯方法。本文擬從翻譯學歸化與異化的角度入手，結合廣告英語的體裁特點，論述歸化法在廣告翻譯中的運用。關鍵詞：歸化；異化；廣告翻譯Contents1. Introduction12. Advertisement12.1 The meaning of advertisement12.2 Purpose of advertisement12.3 The style type of commercial

5、advertisement23. Translation theories23.1 Domestication translation method33.2 Foreignization translation method34. Domestication method used in commercial advertisements44.1 The commercial and cultural factors in translation44.2 Language factors54.3 Advertisement laws and regulations55. Translation

6、 examples66. Conclusion7Works Cited8Application of Domestication Method in Commercial Advertisement TranslationGuangdong University of Foreign Studies Tutor: Professor1. IntroductionIn todays business economic prosperity, it not good goods is naturally can have a good sale. Similar products have one

7、 thousand kinds, in order to win in the fierce business competition, businesses are often recommend their products with think hard. And under the trend of economic integration, open economy trade bring goods of international sales. Especially the rapid development of information technology, TV and p

8、hones, such as the Internet media presence is fundamentally broken the traditional cultural pattern. Todays TV, film, songs and other foreign popular culture all profoundly affects the receiving people. If todays world is an open culture blend of the world, so now the mass media is a world full of a

9、dvertising. Turn on the television and turned on the radio, connected to the Internet, we are a variety of colorful advertising mostly, that is largely formed rich advertising culture. And different forms of advertising language, or embodies the culture of an enterprise, or enrichment for the promot

10、ion of product characteristics, or more specifically, the real essence of language. So in todays world of cross-cultural communication increasingly frequent, how to correctly translate foreign advertising in order to adapt to the target language of mass demand is particularly important.2. Advertisem

11、ent2.1 The meaning of advertisementAdvertising in the English word advertisement comes from Latin advertere, meaning arouse the public attention to something, and import a means used by a certain direction. The goal of advertising are diverse, but its essence is consistent, is message of a product o

12、r a service, to persuade consumers to buy its products or services. Advertising as a special discourse genre, has its own characteristics. AIDA (Attention, Interest, Desire, and Action) is that advertising businesses are familiar with the principle.2.2 Purpose of advertisementThe purpose of advertis

13、ing is to draw the readers Attention to advertising products or services (Attention), causing Interest (Interest), stimulate their purchasing Desire (Desire), and eventually to take action to consumer advertising products or services (Action). The advertisement is success, if it can will eventually

14、prompted the reading object to buy action. The purpose of advertising translation should be the same with the purpose of the advertising text, are all derived from merchants of demand to promote a product or service needs. The strong intention determines the writing and translation of the advertisem

15、ent should take the readers as the center, the impact of the target language readers in other countries should be equal to the impact of the original advertising readers in their own country. Advertising translation has its unique stylistic features, but also fully reproduced the vocative function o

16、f goods Advertising the original written well, for readers have stronger effect purchasing function, and if the translation is less than the same role, advertising translation is unsuccessfully; When the original written is not successful, the translator in the translation does not consider the econ

17、omic benefits of the translation and blindly loyal to the original, such although the translation is truthfully, but for advertising translation, is still a failure.2.3 The style type of commercial advertisement Katharina Reiss,（function translation school representative）think the commercial adverti

18、sement belongs to the text focus on claims. The text focus on claims not only express specific information in the form of language, their uniqueness is resulting in the form of nonverbal expression effect with unique visual angle and clear the purpose to express information.The cause of this importa

19、nt factor of effect is for the readers clear article is the core of translation. The texts focus on claims, to realize the function of nonverbal, any information, content, language form in a secondary position. It should arouse the reader or listener some response, prompting them to take some kind o

20、f behavior. This view contains language theory of the independent function. In terms of theory, the function is existing of all the language expression. The above is to text focus on claims of the stylistic features and unique language features. For these characteristics, Katharina Reiss in her repr

21、esentative work of translation criticism have specific and detailed describe.3. Translation theoriesTranslation as a bridge of language communication has a long history. Although translation early and development of human civilization make progress together, but build system of translation theory is

22、 struggling. Foreignization and domestication have been put forward by Lawrence Venuti in 1995, American translation theorist, in The Translators Invisibility. Historically, foreignization and domestication can be regarded as extends the concept of literal translation and free translation, but not c

23、ompletely equal to literal translation and free translation. Literal translation and free translation focus on the core problem is how to deal with form and meaning in language level, and foreignization and domestication is to breakthrough the limitation of language factors, to expand field of visio

24、n to factors such as language, culture and aesthetics. Literal translation and free translation are mostly limited to the value orientation on the level of language, foreignization and domestication is based on the value orientation of big cultural context. Domestication refers to the translation us

25、ing a style of transparent, fluent, utmost ground down the original translations strangeness of translation strategies. It should be reflected the world where source language text is close to the world of the target language culture and readers as possible , so as to achieve the source language cult

26、ure and the cultural equivalence between the target language cultures. Foreignization refers to deviate from the local mainstream values, retain the original language and cultural differences (Venuti, 2001:240). Or in a certain extent, retained the original allopatric, broke the translation of targe

27、t language norm. It claims that keep the source language culture in translation, rich language expression of the target language culture and target language. Domesticating translation strategy requires the translator close up target language readers, expression habit of the target language to the ta

28、rget language readers, to convey the content of the original; foreignization translation strategy requires the translator close up the author, taking corresponding to the authors use the primitive expression, to convey the content of the original.3.1 Domestication translation methodComply with the t

29、arget language culture and the mainstream values, the assimilation of the conservative of the original method, make its cater to local Canon law, publishing trends and political trends. The domestication method is as far as possible not to disturb the reader, and let the author draws close to the re

30、aders, the translator leaves the reader in peace, as much as possible, and moves the author forward question). Domestication translation method to transfer to the readers the basic spirit and the semantic content of the original is not in a language form or individual details one by one. Its advanta

31、ge lies in its fluent and smooth language easily accepted by readers, the readers will not cause understanding obstacles, its shortcomings are translation tend to stay only in the content, plot, or the main purpose of spirit, and cant deep into the cultural essence of precipitation in the language t

32、he kernel.3.2 Foreignization translation methodDeviating from the local mainstream values, retain the original language and cultural differences. Also is in the process of translation makes the reader to the author, the translator leaves the author in peace, as much as possible, and moves the reader

33、 forward question), strive to take corresponding to the source language expression, reproduce the original style and culture. As the two translation strategies, domestication and foreignization is the unity of opposites, complementary to each other, the absolute absolute domestication and alienation

34、 are not exist. In advertising translation practice, the translator should be based on specific characteristics of the advertising language, advertising, the purpose of the source language and target language characteristic, national culture, such as proper use two strategies, has reached the concre

35、te and dynamic unification.4. Domestication method used in commercial advertisementsThe ultimate purpose of advertising is to stimulate consumer interest, make their purchases. However, for the same types of advertising. Not every language group will make the same reaction .In order to obtain the sa

36、me publicity effect, make the source language use consumers use consumer buying behavior and the target language. In the process of translation must follow the principle of centering on the target language, namely domestication principle. Then the characteristics of commercial advertising to consume

37、rs as the center and at the same time also determines the principle with the center of the target language. Therefore widely used in the advertising translation, domestication theory on the basis of the domestication of advertising translation can achieve excellent results. In order to cater to the

38、different needs of consumers in different language groups, in the process of naturalization process, many factors affect different principle rules must be taken into account, to give enough attention. Different cultural background, different language groups and countries of different legal system is

39、 a typical factors, which affect the effect of translation. Therefore in the process of naturalization, the translator should consider these factors.4.1 The commercial and cultural factors in translationCulture is the symbol of an international, national and logo. Generalization of the complete syst

40、em and language is the cultural expression means. However, due to the cultural differences between different languages in its implication. For the same language information, people with different cultural background of the understanding is different, even opposite. So wonderful successful advertisin

41、g in the source language in the target language consumers have the same effect may not be the same success. Therefore in the process of advertising translation. Cultural differences must be enough .Different countries, ethnic contains unique culture. At the same time to form the unique national emot

42、ion and psychology. Four special features in order to achieve advertising, advertising translation must reflect the target language consumers unique emotional, mental, and culture. A successful advertisement fully. About the cultural background to seize the consumers psychological and emotional. Aro

43、use their reactions.Naturalized in the target language as the center, in the process of domestication translation of commercial advertising should use images of the image instead of the source language culture of the target culture, to cater to the target group of the psychological and emotional. Ma

44、ke translation and the original up to the same effect. So domestication in the cross-cultural advertising the most basic, the most widely used translation theory. Above translation theory as the foundation stone. We can get the following conclusion: the core of a successful advertisement translation

45、 is for the full understanding to the cultural background of the target market, full grasp and highly respect the national emotion target consumers.4.2 Language factorsEnglish and Chinese have different language application characteristics. Although there are equivalent words between China and Brita

46、in. In fact, in most cases, they are not equal. Even has recognized equivalent words, they are not completely equivalent, subject to semantics, pragmatics, discourse, and the influence of culture has restricted it. Therefore, in the process of advertising translation and product trademark translatio

47、n. The translator must seek, digging in the target language for the most natural the most appropriate expression of the source language. Have the translated advertisement and trademark in the target group Easy to understand and widely circulated. In trademark translation in advertisements. Domestica

48、tion principles for translation provides the most reliable guarantee. Everything in the target language on the basis of the grammatical, semantic and pragmatic features and the highest criterion, accepted by the target consumer identity, to achieve positive publicity.4.3 Advertisement laws and regul

49、ationsCommercial advertisement is for business promotion service. So you must follow the relevant publicity of laws and regulations. Law is an embodiment of national willpower and vary from country to country. So in a country for commercial publicity, content and form of commercial advertising must

50、comply with the countrys laws and regulations, or the propaganda will be closures. Advertising must be naturalized and corresponding laws and regulations. Has no other choice. According to the advertising law of the Peoples Republic of China. Advertising language should be about the quality of the p

51、roduct or service, performance, price, commitment to real, objective description. Cant exist any exaggeration and fiction: slogan must be clear, clear, not mislead consumers. Advertising language must follow the laws and regulations, cannot use or contains forbidden words or contents (for example: s

52、hall not use words such as top, best, also cannot contain obscene, superstitious, terror, violence and ugly aspects of content).Other laws and regulations and improve the country has its own trademark law, so the naturalization of trademark translation process must be doubly cautious. For example, m

53、any of Chinas products was named after place names, but the British trademark law provisions of the trademark names should not be used. Germany and France are forbidden to use the word diet.Many countries ban brand name with the product performance and characteristics of meaning of words. In additio

54、n, the translation of trademark violation of national laws and regulations of the target language. Must also be registered in accordance with the law, such ability are protected by the countrys laws, for example, if the merlin to meim. It is a registered trademark with the United States meiIin. This

55、 will bring a lot of trouble to business. And vice versa.5. Translation examplesCase 1. Good to the last drop. Drops aromatic, wanting more.(maxwell house) the success of maxwell, technology innovation is not only coffee, more in one hundred years of its maintenance and carefully to create brand ima

56、ge, romantic poetic creation is maxwell brand tactic.The advertising language etymology brief but intriguing, the target language without explicit translation for incense to the last drop of but the beautiful four words in the Chinese language structure, created a generation of artistic conception.M

57、eaningful language to the target language rich mellow incisively and vividly portrayed, after reading the advertisement like the fragrance of coffee is left in the lips.Case 2. Revlon (Revlon) Revlon was translated into Revlon, is a model of domestication translation. Revlon means heavy dew glitteri

58、ng and translucent, refers to the woman of good looks. Described by li bai Yang qingping word : cloud to clothes take to let, spring breeze sill revlon. Paying equal attention to the translation of allusions, significance, very appropriate, give a person a kind of elegant and gorgeous feeling, accord with the characteristics of the female cosmetics.Case 3. Toyota to enter the Chinese market the slogan of in the end th