淺析功能對(duì)等理論依據(jù)下的汽車廣告翻譯

1、.wd.wd.wd.畢業(yè)設(shè)計(jì)(論文)A Study of Automobile Advertisement Translation from the Perspective of Functional Equivalence學(xué)生姓名:學(xué) 號(hào):專 業(yè):指導(dǎo)教師:學(xué) 院:獨(dú)創(chuàng)性聲明本人鄭重聲明：所呈交的畢業(yè)設(shè)計(jì)論文是本人在指導(dǎo)教師指導(dǎo)下進(jìn)展的研究工作及取得的研究成果。其中除加以標(biāo)注和致謝的地方，以及法律規(guī)定允許的之外，不包含其他人已經(jīng)發(fā)表或撰寫完成并以某種方式公開過的研究成果，也不包含為獲得其他教育機(jī)構(gòu)的學(xué)位或證書而作的材料。其他同志對(duì)本研究所做的任何奉獻(xiàn)均已在文中作了明確的說明并表示謝意。本畢業(yè)

2、設(shè)計(jì)論文成果是本人在新余學(xué)院期間在指導(dǎo)教師指導(dǎo)下取得的，成果歸新余學(xué)院所有。特此聲明。作者簽名手寫： 簽名日期： 年 月 日版權(quán)使用授權(quán)書本畢業(yè)設(shè)計(jì)論文作者及指導(dǎo)教師完全了解新余學(xué)院有關(guān)保存、使用畢業(yè)設(shè)計(jì)論文的規(guī)定，有權(quán)保存并向國家有關(guān)部門或機(jī)構(gòu)送交畢業(yè)設(shè)計(jì)論文的復(fù)印件和磁盤，允許畢業(yè)設(shè)計(jì)論文被查閱和借閱。作者簽名手寫： 指導(dǎo)教師簽名手寫：日期： 年 月 日 日期： 年 月 日論文題目：淺談功能對(duì)等理論依據(jù)下的汽車廣告翻譯專 業(yè)：英語學(xué)生姓名：指導(dǎo)教師：摘要廣告是一種特殊的應(yīng)用文體，美國市場(chǎng)營銷協(xié)會(huì)AMA)給廣告的定義是：“廣告是由特定的廣告主通常以付費(fèi)的方法通過各種傳播媒體對(duì)產(chǎn)品、勞務(wù)或觀念

3、等信息的非人員介紹及推廣。隨著人類社會(huì)的進(jìn)步，經(jīng)濟(jì)開展大步向前，越來越多的貿(mào)易往來走向國際，作為經(jīng)濟(jì)全球化開展的標(biāo)志之一，汽車廣告在人們的日常生活中扮演著越來越重要的角色。汽車廣告翻譯的成功與否更是直接決定了產(chǎn)品在目的市場(chǎng)上的銷售力度。國內(nèi)關(guān)于汽車廣告的研究多以傳播學(xué)和營銷學(xué)的角度進(jìn)展的。鮮有從語言翻譯角度進(jìn)展研究。文本主要以汽車廣告翻譯為研究對(duì)象，以功能對(duì)等理論為指導(dǎo)思想，分為三大局部進(jìn)展論述。第一局部，廣告語言和汽車廣告入手，研究汽車廣告對(duì)現(xiàn)代社會(huì)生活的意義。第二局部，以功能對(duì)等為理論依據(jù)，具體介紹這一翻譯理論。第三局部，結(jié)合功能對(duì)等理論及翻譯原那么與方法，從直譯與意譯、套譯與創(chuàng)譯等方法表

4、達(dá)汽車廣告翻譯。與此同時(shí)，本文將列舉大量的成功或失敗廣告翻譯例子，從關(guān)注文化差異、進(jìn)展文化轉(zhuǎn)換、增強(qiáng)廣告情感美、表達(dá)人文關(guān)心等方面進(jìn)一步說明?？偟膩碚f，廣告翻譯最大的特點(diǎn)是說服消費(fèi)者采取行動(dòng)實(shí)施購置行為。這與奈達(dá)的“功能對(duì)等理論相符，即目的語讀者對(duì)目的語的反響與原文讀者對(duì)原文的反響在一定程度上是一樣的。希望通過本文的論述，能夠有助于我們掌握汽車廣告特色，找到適宜的英漢翻譯策略，提高中國汽車品牌在國外的影響力和競爭力。關(guān)鍵詞：汽車廣告翻譯；功能對(duì)等理論；翻譯策略Title: A Study of Automobile Advertisement Translation from the Pers

5、pective of Functional EquivalenceSpecialty: EnglishApplicant: Li LinSupervisor: Lecturer Yaohong YinABSTRACTAs a special text, the definition of advertisement by American Marketing Association is that “Advertising is the non-personal communication usually paid for and persuasive in nature about prod

6、ucts, services or ideas by identified sponsors through the various media.With the development of society, the economy becomes flourishing, more and more trade tends to be international. As a symbol of global economy, automobile advertisement translation becomes more and more important to our daily l

7、ife. The marketing sales are directly determined by the success of advertisement translation. Most of international advertisement translation researches focus on the science of communication and marketing. There is few people study on language transformation based on functional equivalence theory. T

8、his paper will take automobile advertisement translation as main study object. It mainly includes three parts. First part discusses from advertisement language and automobile advertisement. Second part introduces functional equivalence .Third part is about translation methodsunder the guidance of th

9、e functional equivalence theory. They are literal translation, free translation, loan translation and creative translation.At the same time, there are a number of successful or failure cases which are enumerated in the paper.A deep analysis of these translation cases is carried out the perspective o

10、f culture difference, culture transformation, advertisement emotional beauty and humanistic care.Generally speaking, the major feature of advertisement translation is persuading consumers to take action to implement the purchase behavior. Thats to say, the response of the target language readers to

11、the target language and the response of original language readers to original language are the same in some extent. Study on typical automobile advertisement translation is helpful to us to master characteristic of it. And we can find out the proper translation methods, at the same time increase the

12、 influence and competitiveness of Chinese car brands.KEYWORDS: Automobile Advertisement Translation; Functional Equivalence;Translation Methods.CONTENTSTOC o 1-3 h u HYPERLINK l _Toc10864 .Chapter One Introduction1 HYPERLINK l _Toc20280 .Chapter Two Literature Review3 HYPERLINK l _Toc27941 .Chapter

13、Three Advertisement and Automobile Advertisement73.1 HYPERLINK l _Toc1622 The Definition and Characteristics of Advertisement73.2 HYPERLINK l _Toc1622 Automobile Advertisement Language8 HYPERLINK l _Toc28071 .Chapter Four The Influence of Culture Difference9 HYPERLINK l _Toc29784 4.1 The Influence o

14、f Different Values.9 HYPERLINK l _Toc26141 4.2 The Influence of Different Aesthetic Senses9 HYPERLINK l _Toc31091 4.3 The Influence of Different Taboos and Customs10 HYPERLINK l _Toc14088 4.3.1 Taboos10 HYPERLINK l _Toc14088 4.3.2 Customs11 HYPERLINK l _Toc31091 4.4The Influence of Different Religio

15、ns12. HYPERLINK l _Toc29879 Chapter Five Functional Equivalence Theory15 HYPERLINK l _Toc31091 5.1 Abandoning the Traditional Part of Speech16 HYPERLINK l _Toc31091 5.2 Using Kernel Sentence to Surmount Sytax Barriers17 HYPERLINK l _Toc31091 5.3 Using Isomorphism Explained the Social Culture Linguis

16、tic Sybmbols18 HYPERLINK l _Toc27941 .Chapter Six Translation Methods for Automobile Advertisement19 HYPERLINK l _Toc31091 6.1 Literal Translation and Free Translation19 HYPERLINK l _Toc14088 6.1.1 Literal Translation19 HYPERLINK l _Toc14088 6.1.2 Free Translation20 HYPERLINK l _Toc31091 6.2 Coping

17、Translation and Creative Translation21 HYPERLINK l _Toc14088 6.2.1 Coping Translaiton21 HYPERLINK l _Toc14088 6.2.2 Creative Translation22 HYPERLINK l _Toc27941 .Chapter Seven Conclusion25 HYPERLINK l _Toc27021 References27 HYPERLINK l _Toc9167 Acknowledgments29.Chapter One IntroductionAdvertisement

18、 was derived from a Latin word, advertere. It means a way that can be used to arouse public attention to something, and influence their behavior. As a special language mode, advertisement has a long history. It is said that commercial advertisement appeared at British newspaper in the early 1600s. I

19、n the process of economic globalization and integration, countries all over the world have inevitably become a part of the world economy system. During international economic exchange, the material exchanges which are represented by goods become one of the most important things. Therefore, advertise

20、ment translation plays an important role in the international trade. As we all know, USA is called a country on wheels. It shows the importance of automobile industry. With the development of economy and the improvement of peoples living standard, automobile has become very popular in our daily life

21、. And the automobile advertisement translation problems emerge followed on it. The famous American translation theorist Eugene A. Nida had came up with the theory of functional equivalence in 1969. He gave the definition of translation as follows.Translation consists in reproducing in the receptor l

22、anguage the closest natural equivalence of source language message, first in terms of meaning and secondly in terms of style.1Thus, the translator should obey translation principles and methods, and pay attention to the factor of culture. A successful advertisement can gain enormous benefits. At the

23、 same time, it can promote culture exchange and win the favor of consumers. On the contrary, a failed advertisement will not only get the desired result, but also make consumers feel confused, and lose interest in the product.Automobile advertisement translation is not only related to product reputa

24、tion, sales volume and economic benefits, but to some extent also reflects the cultural quality of the country and the nation. 2 Therefore, translators need to pay attention to the response of the target readers.The whole thesis will be divided into seven chapters. The first chapter is the introduct

25、ion and outline of the paper. The second chapter is literature review. The third chapter is advertisement translation and automobile advertisement translation. It consists of two parts, discussing advertisement and automobile advertisement. The fourth chapter is the influence of different culture. I

26、t studies on values, taboos, customs, and religions. The fifth chapter is functional equivalence theory, mainly about four parts. It discusses from Nidas functional equivalence theory and some problems. The sixth chapter is translation methods for automobile advertisement. It discusses several metho

27、ds of advertisement translation, such as literal translation, free translation, loan translation and creative translation. Last chapter is the conclusion part. This part draws a conclusion of the research and some suggestions and implications are given based on the findings of the study.Chapter Two

28、Literature ReviewPeople have various definitions of advertisement for a long time. Almost without exception, they think that translation is the core part of international sales. It bears the business profit, and cross-culture communication. As the symbol of global economic, automobile advertisement

29、translation becomes one of the most important things to enter international market. Therefore, translators need to pay much attention to customers response.This essay will focus on the automobile advertisement translation. And it makes an analysis of automobile advertisement function and significanc

30、e. In order to promote the development of the pluralistic society and enhance cross-cultural exchange, it has a great important value to understand the advertisement translation. Thus, this essay, targeting at improving translation level and promoting cross-cultural communication, makes a close anal

31、ysis of motor advertisement expressions, including the definition, the culture difference between east and west, the translation theory of functional equivalence, and the translation strategies based on Nidas functional equivalence theory.It has a long history of the study on the advertisement trans

32、lation. Many scholars have made deep research on the translation of advertisement and generally formed their own theories which have been accepted by the translation circle. These researches can be divided into three categories, the research on the culture difference between east and west in adverti

33、sement translation, the influence of marketing in advertisement translation, the influence of economics and finance and so on. It is referred to many books about advertisement. Whereas, there are most of scholars put their emphasis on the influence of culture difference. It can be summarized as foll

34、ows.Firstly, the influence of culture difference between east and west. This part refers to history and the way of thinking. Secondly, advertisement has influence on marketing. This part mentioned the study of marketing and the study of advertisement are closely related. It is applied to everything

35、these days. Thirdly, advertisement has impact on economics. For this part, many scholars start to analyze various factors of the relationship between advertisement and globalization. And they come up with some strategies of advertisement.There are many researches in China and overseas. They study th

36、e advertisement in different ways and from different angles. Different with them, in this thesis the author pointed to the methods of automobile advertisement translation.In this article, it focuses on advertisement translation methods under the guidance of functional equivalence. According to funct

37、ional equivalence theory, translators choose the best translation methods during the automobile advertisement translation process. And there are mainly four translation methods.The first translation method is literal translation. We use this method when we can find the equivalent expressions in both

38、 the Chinese and the English. Original advertisement: New Audi A4: We would never say the new Audi A4 is the best in its class. We dont have to.Translation:我們 根本不必說新型奧迪A4是同類車中最好的，沒這個(gè)必要。Original advertisement: BMW: Sheer driving pleasure.Translation:寶馬汽車：純粹的駕駛樂趣。The second translation method is free

39、translation. It can make a person in different country have beautiful vision of products. For example,Original advertisement: Volvo: For life, life.Translation:沃爾沃：關(guān)愛生命，享受生活。The third translation method is loan translation. Make customers have a same reflection.Original advertisement: Mitsubishi: No

40、t all cars are created equal.Translation:三菱汽車：并非所有的汽車都有一樣的品質(zhì)。The fourth translation method of my thesis is creative translation. That means when you want to translate, you have to understand the usage and its cultural connotation and know clearly the real meaning, symbolic meaning and deeper meaning

41、.Original advertisement: BMW: To protect others, first protect yourself.Translation:寶馬：防范至上。Above all, if we want to translate the advertisement clearly, the most important thing is that we should keep the same function of original advertisement and translation in mind. “People should know the purpo

42、se of translation. 3 From where the author stands, the development of translation cannot rely on its own. Instead, it is developing with the economy, culture, and any respect of the society. To translate the best writings, we should combine the theory and practice. .Chapter Three Advertisement and A

43、utomobile Advertisement3.1The definition and characteristics of advertisement Most of scholars think advertisement contains a lot of things, and has many implications. There are many different views from different persons who have invested in advertisement. Weil Basher made a summary of those differ

44、ent views. “Advertisement is a kind of commercial behavior. Advertisers and marketers are using it to make profits through the mass media. And they hope customers can accepted and believed the information of products.American Marketing Association gives a definition of it. “Advertisement is the non-

45、personal communication usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media. We can give the definition of advertisement language in both broad sense and narrow sense. For broad sense part, advertisement language is various ling

46、uistic that uses in advertisement communication. It consists of pure linguistic means and non-linguistic means. As for narrow sense part, advertisement is mere language and literary device that using in advertisement communication.From the above definitions, we can know the most basic function of ad

47、vertisement was provided information to audience. Except spreading information and arousing peoples desire to buy the product, it also can help to establish a good brand image. Overall, advertisement has educational function, cultural function, social function and economic function. In order to achi

48、eve these functions, G.N Leech put forward an abbreviation principle called “AIDA. It means attention, interest, desire, and action. 4 He thought that a good advertisement should arouse peoples attention and awaken the potential interest. Then it caused their desire to buy the advertisement products

49、. Finally, people put their desire into buying behavior.Advertisers often useseveral of media to transfer information. The automobile advertisement also use the same way. Motor producer usually promoting sales through different media, such as TV, advertisement, radio, poster, magazine and internet.3

50、.2 Automobile advertisement languageIt was not until 20th century that the first car was born. Therefore, automobile advertisement is a new field in the history of advertisement. To us, there is no definition of automobile advertisement at present. We can define the automobile advertisement language

51、 through summarized the basic definition of automobile and advertisement. “Automobile advertisement language is a kind of communication modes. It can provide basic information, service and culture of automobiles. Advertisers transmitted advertisement through mass media.Before analyzing the translati

52、on of automobile advertisement which is a part of translation, we need to look back to the advertisement translation.Foreign advertisement translation studies were introduced in 1970s. Since the beginning of twentieth century, the auto industry has become one of the most important manufacturing indu

53、stries. When the first “Ford Model T was made in 1906, mass production has been introduced into the manufacturing industry. If a producer wants to play to mass production advantage, they must have huge market demand. Thus, we need do some advertisement. At present, cars are ubiquitous tools in our d

54、aily lives. This is very much due to auto advertisement. In the 1920s to 1960s of America, a large number of print advertisements were used to promote auto sales. And it is also called “golden age of period ads in America. It is well known that the United State can be described as “a country on whee

55、ls. In addition to advanced mass production technologies and efficient transportation systems, the automobile advertisement also has an irreplaceable influence.In China, along with the opening to the outside world and the establishment of socialist market economy, auto advertisement developed at the

56、 unimaginable speed in the past 20 years. Auto advertisement has developed rapidly in recent years along with the soaring of Chinese automobile market, especially the family-car market. Therefore, translators need to study on the characteristic of automobile advertisement language and the translatio

57、n between east and west; they can get much idea of motor information. And it also has a practical meaning of China automobile industry.Chapter Four The Influence of Culture DifferenceTranslation is a kind of language activities. It transforms one language into another language. 5But for social cultu

58、re part, there are many differences between Chinese and Western people which make people have different cut-in points and notions on the same thing. The same thing has different ideas under different culture background. Accordingly, we must consider the cross cultural factors in our advertisement tr

59、anslation. 4.1 The influence of different valuesChinese has been affected by Confucianism for a long time, people stick to loyalty, piety, benevolence and righteousness in their cultural value. The character of Chinese is self-discipline and introversion. However, the westerners are not the same. Th

60、ey tend to be characterized by strong personality and extroversion. The value of westerners is that they put money in a very important position, and the doctrine is unchangeable.People are sensitive about the money. Take the word “expensive as an example; westerners are more sensitive about the word