An Analysis on the Linguistic Features and Translation of English Advertising Slogans

1、XXXX學(xué)院本科畢業(yè)論文 An Analysis on the Linguistic Features and Translation of English Advertising Slogans 淺析英文廣告語(yǔ)的語(yǔ)言特點(diǎn)及其翻譯 學(xué)生姓名： XXX 指導(dǎo)教師： XXXX 所在分院： 外國(guó)語(yǔ)學(xué)院 專 業(yè)： 英語(yǔ) 班 級(jí)： 統(tǒng)本英XXXX班二零一零年三月An Analysis on the Linguistic Features and Translation of English Advertising SlogansByAcademic Adviser：A thesis submitted

2、to the Department of Foreign Languages of XXXXX University In partial fulfillment of the requirements For the degree of Bachelor of ArtsInEnglishXi'an, ChinaMarch, 2010AcknowledgementIn writing this thesis, I have benefited from the presence of my teachers and my classmates. They generously help

3、ed me collect materials I needed and made many invaluable suggestions. I hereby extend my grateful thanks to them for their kind help, without which the paper would not have been what it is.Particularly, I am deeply indebted to Miss XXX , who guided me throughout my writing of this thesis. Her stand

4、ards of academic excellence have made my revision an exciting and gratifying experience.Furthermore, none of this would have been possible without the help of those individuals and organizations hereafter mentioned with gratitude, the Department of Foreign Languages, the University Library and its s

5、taff.An Analysis on the Linguistic Features and Translation of English Advertising Slogans Abstract With Chinas accession to the WTO, there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while an increasing number of foreign enter

6、prises and their products have entered our domestic market continually. In this heated war of competition, the most powerful weapon available in shaping their self-image and promoting their goods is the advertisement. People live in a world of advertisement. As potential consumers, they are endlessl

7、y bombarded with all kinds of products or service advertisements from various media which includes newspapers, magazines, broadcast, television and the internet, etc. The basic elements of an advertisement are headline, illustration, slogan and trademark. One of the most visible stimulation to which

8、 consumers are exposed is the advertising slogan. However, due to the unique style and characteristics of advertising slogan, as well as its intimate relationship with society and culture, it would be a great challenge for the translator to make a translation of an advertising slogan both accurate a

9、nd attractive.The thesis is composed of the following chapters: Chapter One provides the significance and the background of the thesis and introduces the implementation of further research. Chapter Two introduces the definition and linguistic features of the English advertising slogans, and it provi

10、des readers the rhetorical devices which are usually used in translating the English advertising slogans. Plenty of slogans are presented. Chapter Three introduces the requirements and several strategies in translating English advertising slogans. Chapter Four summarizes the whole thesis, stating th

11、e contributions of the thesis on the field of the translation of English advertising slogans and pointing out the limitations of the thesis with suggestions on future research efforts. The study, far from comprehensive as it were, is intended for translators for further research in this field.Key wo

12、rds： advertising; characteristics of English advertising texts; translation principles; literal translation; free translation淺析英文廣告語(yǔ)的語(yǔ)言特點(diǎn)及其翻譯摘要隨著中國(guó)加入世界貿(mào)易組織， 我國(guó)經(jīng)濟(jì)飛速發(fā)展。在經(jīng)濟(jì)全球化不斷推進(jìn)的同時(shí)，越來(lái)越多的中國(guó)企業(yè)以及商品成功進(jìn)入國(guó)際市場(chǎng)。與此同時(shí)，大量的外國(guó)企業(yè)帶著他們的產(chǎn)品不斷進(jìn)入國(guó)內(nèi)市場(chǎng)。在這場(chǎng)激烈的產(chǎn)品市場(chǎng)爭(zhēng)奪戰(zhàn)中，商家們使出了渾身解數(shù)，而廣告則是他們不可缺少的最有力的武器之一。一則優(yōu)秀的廣告，不但可以為企業(yè)塑造良好的自身形

13、象，而且可以提高企業(yè)產(chǎn)品的市場(chǎng)占有率。因此，各個(gè)國(guó)家、各個(gè)企業(yè)每年都會(huì)支付一筆龐大的費(fèi)用來(lái)制作符合企業(yè)產(chǎn)品形象需求的廣告。在經(jīng)濟(jì)全球化的21世紀(jì)，廣告宣傳的國(guó)際化趨勢(shì)將會(huì)越來(lái)越明顯，其競(jìng)爭(zhēng)也必將越來(lái)越激烈。在人們的日常生活中，廣告隨處可見。無(wú)論是打開電視機(jī)、收音機(jī)，翻開一本雜志、一份報(bào)紙又或者是走在街上、坐在車上，我們都會(huì)發(fā)現(xiàn)各式各樣的廣告。而對(duì)于一則廣告而言，廣告口號(hào)則是不可缺少的。它是廣告者從長(zhǎng)遠(yuǎn)銷售利益出發(fā)，在一定時(shí)期內(nèi)反復(fù)使用的特定宣傳語(yǔ)句。一句簡(jiǎn)短而有力的神來(lái)之筆往往會(huì)吸引人們稍縱即逝的注意力，使某一企業(yè)或品牌牢駐消費(fèi)者心中。然而，由于廣告標(biāo)語(yǔ)的獨(dú)特風(fēng)格， 以及其與社會(huì)文化緊密聯(lián)合的

14、特點(diǎn)，能否準(zhǔn)確的翻譯出一則優(yōu)秀的廣告語(yǔ)對(duì)于翻譯者來(lái)說(shuō)是一項(xiàng)巨大的挑戰(zhàn)。本文由四部分組成：第一章，概論。簡(jiǎn)要介紹了本文的背景知識(shí)及其重要性。第二章，文獻(xiàn)綜述。主要?dú)w納了英語(yǔ)廣告口號(hào)的定義，并通過(guò)大量的舉例從詞匯、句法、修辭的角度對(duì)英語(yǔ)廣告口號(hào)的語(yǔ)言特點(diǎn)加以分析研究。第三章，英語(yǔ)廣告口號(hào)的翻譯策略。主要介紹了直譯法、意譯法、借譯法等集中常見有效地翻譯方法。第四章，總結(jié)。本章對(duì)全文內(nèi)容加以總結(jié)。本文旨在研究英語(yǔ)廣告語(yǔ)的語(yǔ)言特色，從而準(zhǔn)確翻譯英語(yǔ)廣告語(yǔ)。關(guān)鍵詞：英語(yǔ)廣告語(yǔ)；英文廣告語(yǔ)的語(yǔ)言特色；翻譯原則；直譯；意譯Table of ContentsChapter Page1 Introduction1

15、 1.1 Significance of the Research1 1.2 Overview of the Thesis22 Literature Review3 2.1 The Definition of English Advertising Slogans3 2.2 The Linguistic Features of the English Advertising Slogans32.2.1 Lexical Features Frequent Use of Monosyllabic Verbs Frequent Use of Adjectives52.

16、2.2 Syntactical Features Frequent Use of Simple Sentence Frequent Use of Interrogative Sentences Frequent Use of Imperative Sentences7 2.3 The Rhetorical Devices in Translating English Advertising Slogans72.3.1 Simile and Metaphor82.3.2 Rhyme92.3.3 Personification102.3.4 Pun1

17、02.3.5 Repetition122.3.6 Parody123 The Strategies in Translating English Advertising Slogans14 3.1 The Requirements for Translators143.1.1 Language Competence143.1.2 Knowledge of the Products143.1.3 Cultural Knowledge15 3.2 The Strategies of Translating English Advertising Slogans163.2.1 Literal Tra

18、nslation Method16 Free Translation Method184 Conclusion21 Bibliography23An Analysis on the Linguistic Features and Translation of English Advertising SlogansChapter 1Introduction1.1 Significance of the ResearchPeople live in the age of advertising. The expansion of international trade between China

19、and many other countries makes it increasingly significant for us to understand and translate English and Chinese advertisement slogans. How wonderful the world of advertising is! Exquisite pictures, flowery words, haunting music, all these contribute to a world of beauty, a world of miracles. Lovin

20、g beauty is an essential part of human nature. With globalization of the world economy as well as Chinas entry into WTO, not only can we Chinese benefit greatly from the high quality products imported from foreign countries, but also our national products are entering the international market on a l

21、arge scale. As is known to all, the fierce competition on the international market lies not only in the quality of the product, but also in a good service, a good brand reputation and a good company image. Advertising is an important way of good promotion. However, many translated advertisements are

22、 still not satisfactory. Some of them cant provide correct and full information of advertised products, and some are puzzling us due to the diversity of cultures. Although there are some translation techniques and theories in advertising translation, yet up to now, no clear and practical principles

23、are provided for translation of advertising. Accordingly, it is imperative to probe into the topic of English advertising translation. 1.2 Overview of the ThesisThis thesis is intended to explore the major characteristics of English advertisements, to produce a theoretical framework for advertising

24、translation study, and to guide translation of English texts into Chinese. In the following parts: a discussion of the major linguistic features of English advertising text is first conducted from three perspectives: lexical, syntactic and rhetorical aspects. Then, according to the unique features a

25、nd purposes of advertising, two most usual methods literal translation and free translation are used to translate English advertisements. Moreover, analyses and translation of several English examples employed in this thesis demonstrate that the principles and methods are practical and applicable. C

26、hapter 2Literature Review2.1 The Definition of English Advertising SlogansAdvertising slogan refers to the non-personal communication of information usually persuasive in nature about products or commodities, service or ideas through various media. The term “advertise” originates from the Latin word

27、 “advertere”, with the meaning of attraction peoples attention. According to Longman Dictionary of American English, advertisement means “a notice of something for sale, job position to be fined, room to rent, etc. as in a newspaper, on television, or posted on a wall” (Gray, 2005,123). Nowadays, ma

28、ny other text types, such as tourist brochures, are also referred to as advertising media in many publications. 2.2 The Linguistic Features of the English Advertising SlogansA picture of our modern commercialized society would be incomplete without advertising. Since advertising possesses functions

29、of immediate impact and rapid persuasion with a high commercial value and aesthetic value. Therefore, an advertisement must be attractive, creative, persuasive and impressive. Among the many advertising factors, language is the core of all successful advertisements. Advertising bears a strong persua

30、sive power. As a special applied language, advertising language displays its distinctive features in morphology, syntax and rhetorical devices. In this thesis, these features of English advertising will be briefly approached from the lexical, syntactic and rhetorical perspectives. Lexical FeaturesTh

31、e glamour of advertising comes from the novelty and distinctiveness of its language. As a means of conveying messages, advertising language is usually concise, vivid and emotional. Successful advertisements always leave a deep impression on their readers. Frequent Use of Monosyllabic VerbsMon

32、osyllabic verbs are short and rhythmical. They are easy to pronounce and remember. They always make advertising texts concise, vivid and simple.G.N. Leech (1966,153) lists the most commonly used verbs: make, come, love, like, get, go, use, give, know, feel, have, take, see, start, busy, need, taste,

33、 etc. Of course, nowadays people can find many more frequently used monosyllabic verbs like be, do, call, try, use, show, help, prove, mean, meet, suit, save, choose, build, grow, etc.These verbs are absolutely necessary in our daily life. They help persuade customers to buy the advertised products.

34、 Although these verbs are different in meaning as well as in grammatical functions, each of them shows a certain relationship between the advertiser (or the advertised products) and the customers. The verbs “have”, “buy”, “get”, “give”, “keep” show the customers gaining and possessing a product; the

35、 verbs “take”, “use”, “have” indicate the customers action and process of using a product; and the verbs “l(fā)ike”, “l(fā)ove”, “need”, “enjoy” denote the customers positive attitude towards a product. G.N. Leech (1966,154) points out that in advertising language the most frequent word for “acquisition of

36、product” is get instead of buy. This is due to its unpleasant connotations (spending money) which get does not contain. Therefore, this verb is usually avoided by employing such synonyms as, ask for, get, take, send for, use, choose, look for. Frequent Use of AdjectivesIn order to sell a comm

37、odity, a company usually feels obliged to elaborate and beautify it. That is why complimentary adjectives are often found in English advertisements. Adjectives are often used to describe the nature and quality of the products. According to G.N. Leechs statistics in his Language in Advertising (1966,

38、152), the following are the most frequently used adjectives, new, good/better/best, fine, free, big, fresh great, delicious, real, full/sure, easy/bright, clean, extra/safe, speech, rich. New, which implies the latest fashion or style or quality or type, or unique feature of a product or service, is

39、 a word applied everywhere, for it can almost describe all aspects of products, such as size, shape, color, appearance, brilliance. Delicious, crisp, fresh, rich can be collocated with food while fresh, clean are used frequently to describe toothbrush, soap, shampoo and so on. Fine, great always sho

40、w ones praise or recommendation of a commodity. A noticeable phenomenon is that people pay more and more attention to their health, so natural is used wider and wider. For example,e.g. (1) Fun, Friendly, Free This is an advertisement slogan from American Online. All the joys and nice things that Ame

41、rican Online provides are clearly expressed in the above example through three adjectives, fun, friendly, free. Syntactical FeaturesIn order to draw customers attention, arouse their interest and stimulate them to take action, advertising slogans should be attractive, simple and easy to understand.

42、Therefore, advertising usually pay much attention to the selection of sentence variety, sentence structure, and other grammatical forms.1 Frequent Use of Simple SentenceSimple sentences are frequently used in adverts for two purposes. One is to convey as much information as possible in limited space

43、 to save space and money; the other is to make adverts understood easily by ordinary people.e.g. (2) START TODAY. (Spring Classes)Its exciting and romantic, too. Enjoy the feeling of dancing, holding someone special and moving together as one to the music. Arthur Murrays trained dance teachers make

44、it easy to learn to dance. Come on and get together with new friends. Its easy the Arthur Murray Way.All the sentences in the advertisements are simple, short and colloquial. They are easy to understand and appreciate. In addition, they evoke readers feeling of intimacy. Moreover, they are highly pe

45、rsuasive and capable of arousing the readers interest.e.g. (3) Ooh (Pizza Hut)Only one word “Ooh” in this advertisement, but it leaves large space for consumers imagination on the product. Pizza Huts smell, fine cooking and good ingredients these are all enjoyments that people like. It shows complet

46、ely peoples satisfaction after enjoying eating.2 Frequent Use of Interrogative SentencesInterrogative Sentence is a sentence of inquiry that asks for a reply. According to G.N. Leechs (1966) statistics, there is one interrogative sentence in 30 sentences in TV commercials. He pointed out that the in

47、terrogative sentence has two levels of function. Psychologically, it puts forward a question with an interrogative sentence and then offers an answer to it. In this way the process of receiving a message is divided into two stages which make it easier for the target audience to understand and accept

48、 the message. On the other hand, linguistically, interrogative sentences lower the level of grammatical difficulty. So interrogative sentences are often used in advertisements.3 Frequent Use of Imperative SentencesFrequent use of imperative sentences is a distinct phenomenon in English adverts. They

49、 are often used to express invitation, or order, which coincide with the purposes of advertisements, urging and persuading end-users to take an action. According to statistics, there is at least one imperative sentence in every four in English advertisements. G.N. Leech (1966) divided the verbs into

50、 three kinds:(1) acquisition of products: get, buy, let, choose, ask for(2) use or appliance of products: use, try, have, enjoy(3) evoking attention: look for, stop in, take a look, see, findLeech (1966, 8) believed that advertising composers naturally believe that the public has the habit of accept

51、ing the beneficial advice that is expressed by imperative sentences.e.g. (5) “Go ahead! You can rely on us.”(An advertisement for AXA Insurance &Investment)2.3 The Rhetorical Devices in Translating English Advertising SlogansRhetoric is the art of persuasion. It is considered as the ability to p

52、ersuade people to do what the speakers or writers want them to. It can be applied fully for the point of an advertisement is to inform people of the merits of a particular product or service so that they will part with some of their money. Then it is not surprising that advertising is sprinkled with

53、 rhetorical devices.The main advantage of proper use of rhetoric in advertising lies in its superior ability to communicate abstract features or benefits of the product to communicate information about intangible services. Frequently used rhetorical devices in English adverts are alliteration, rhyme

54、, onomatopoeia, simile, metaphor, personification, pun, antithesis, parallelism, repetition, parody, and so on. Simile and MetaphorSimile is a direct or explicit comparison between two unrelated things, indicating a likeness or similarity between some abstract qualities found in both things. A simil

55、e is usually made up of three parts, namely the tenor (the thing described), the vehicle (the thing compared) and words used to show the relationship of comparison (such as “as”, “l(fā)ike”). The use of simile in advertisements can create a vivid and clear image of the advertised product or service in c

56、onsumers interest, therefore, more acceptable.e.g. (6) Looks like a pump, feels like a sneaker (Easy Spirit Shoes)Example (6) is a case of simile introduced by the connective word “l(fā)ike”. The use of simile creates clear and intimate image of the advertised product, achieving costumers mental and emo

57、tional resonance.Metaphor is an implied comparison between usually unrelated things indicating a likeness or similarity between attributes found in both things. Metaphor, unlike simile, does not use like or as to indicate the comparison. Without the word as or like, it is more concise and always has

58、 a strong feeling with some exaggeration. Metaphors in English advertising slogans contribute to promoting the sale of products and help make advertised service thrive and flourish.e.g. (7) The Architects of Time (EBEL)Example (7) is an advert for EBEL watch from Switzerland. A famous saying goes like this, “Time is money”. And EBE