A-Brief-Study-on-the-Translation-of-Public-Service-Advertising英語專業(yè)論文

PAGEPAGE26中國某某某某學(xué)校學(xué)生畢業(yè)設(shè)計(論文)題目：ABriefStudyontheTranslationofPublicServiceAdvertising姓名：0000000班級、學(xué)號：0000000000000系(部)：經(jīng)濟管理系專業(yè)：商務(wù)英語指導(dǎo)教師：00000000開題時間：2008.11.12完成時間：2008.11.122009年10目錄畢業(yè)設(shè)計任務(wù)書…………………1畢業(yè)設(shè)計成績評定表……………2答辯申請書……………………3-6正文……………7-28答辯委員會表決意見……………29答辯過程記錄表…………………30課題ABriefStudyontheTranslationofPublicServiceAdvertising課題(論文)提綱引言I.1.1定義1.2功能II.公益廣告的特點2.1公益廣告與商業(yè)廣告的區(qū)別2.2公益廣告的表現(xiàn)形式2.2.1媒介2.2.2有感染力的表達2.3公益廣告的語言特點2.3.1有感染力詞的應(yīng)用2.3.2簡潔詞的應(yīng)用2.4公益廣告的修辭技巧2.4.1押韻2.4.2擬人2.4.3比喻2.4.4雙關(guān)2.4.5象征2.4.6反語III.中英公益廣告翻譯中的文化因素及其所存在問題3.1中西方公益廣告標語中文化差異3.1.1中西方公益廣告翻譯中同一詞的不同3.1.2中西方公益廣告中的文化價值差異3.2公益廣告翻譯中存在的問題3.2.1逐字逐句3.2.2語法錯誤3.2.3用詞不當(dāng)結(jié)語二、內(nèi)容摘要公益廣告是一種具有很高宣傳價值的實用性文體。首先，翻譯是兩種語言之間的轉(zhuǎn)換，只有了解了兩種語言的特點，才能有效地進行公益廣告翻譯。其次，翻譯也是兩種文化的轉(zhuǎn)換，中英文化差異不可避免的會影響公益廣告翻譯。為更好的發(fā)揮公益廣告的功效，我們在翻譯時也應(yīng)考慮文化因素。公益廣告的英譯在中國是很重要的，但是，目前我國的公益廣告在英譯方面有進一步研究和改進的空間。因此，對漢語公益廣告的英譯進行研究是有很多實際意義的。關(guān)鍵詞：公益廣告；語言特點；文化差異參考文獻[1]Holman.C.Hugh.AHandbooktoLiterature.NewYork.TheOdysseyPress.1972.[2]WilliamWellsetal.Advertising.PrinciplesandPractice.EnglewoodCliffs.NJ.PrenticeHall.1995.[3]WalterD.Scott.ThePsychologyofAdvertising.Bristol.ThomasPress.2000.[4]喬萬娜.邁向全球的中國公益廣告.“全球化與人的發(fā)展”國際學(xué)術(shù)研討會論文集.2005.448.[5]郭可.英語新聞與廣告寫作.上海外國語學(xué)院學(xué)報.2(1992).57.[6]靳涵身.詩型廣告翻譯研究.成都:四川大學(xué)出版社.2005.92-133.[7]金海兵.試談公益廣告標語及其翻譯.孝感學(xué)院學(xué)報.第25卷(5).49.[8]陳小慰.外宣標語口號譯文建構(gòu)的語用修辭分析.福州大學(xué)學(xué)報(哲學(xué)社會科學(xué)版).1(2007).96.[9]http://web73.enux.dk/index.php?id=15.[10]/nschwart/2312/lifeyousave.html.[11]/star/2002/1205/vo2-1.html.[12]/question/1307102501421.html.ABriefStudyontheTranslationofPublicServiceAdvertising000000Abstract:PSAisapracticaltexttypewithhighpublicityvalue.Firstly,sincetranslationistherenderingofonelanguageintoanother,similaritiesanddifferencesbetweenEnglishandChinesePSAsareanalyzed,foramasteryoflinguisticcharacteristicsofbothlanguageswillhelpcontributetotheeffectivetranslationofPSAs.Secondly,thetranslationofPSAisalsoakindofcross-culturecommunication.ThedifferencesofEnglishandChineseculturewillinevitablyinfluencePSAtranslation.InordertoattainthefunctionofPSAtranslationweshouldpaydueattentiontovariousaspectsofcultures.EnglishtranslationofChinesePSAsisofvitalimportanceinChinatoday,yetthereremainsmuchforustodointhisfield.ItispracticalandsignificanttodealwithaspectsofthetranslationofChinesePSAs.Keywords:PSA;languagecharacteristics;culturaldifferenceIntroductionPublicServiceAdvertising(PSA)isakindofnon-profitmakingadvertisement.Theyaremessagesofnonprofitorganizationaboutprogramsandservicesthatwillbenefitacommunity.Domestically,PSAsplayanincreasinglyimportantroleincallinguponthecitizenstoprotecttheenvironment,toaidtheneeded,tocarefortheoldandthedisabled,andtocontributetothesocial,culturaldevelopmentandthemodernizationofthecountry.WithChina’sentryintotheWTO,thousandsofvisitorshavecometoChinaandlivedhere.Especiallyafterthesuccessfullyheldofthe2008BeijingOlympicsGames,andtheapproachingofthe2010ShanghaiExpo,Chinahasbeingthefocusofthewordanditsrelationshipwiththeinternationalcommunityhasbecomingcloser.ThusPSA’sroleinbothChineseandEnglishcannotbeunderestimated.ForforeignershereinChina,EnglishPSAswillhelpthemtounderstandandappreciateChina’spolicies,publicwelfareundertakings,andthesocietyasawhole.Asaneffectivewayofpromotingculturalcommunication,thetranslationofPSAsloganshasinrecentyearsgainedmoreattentionandinterestoftranslatorsintheacademicfield.I.GeneralIntroductiontoPSAThischapteristogiveabriefintroductiontoPSAfirst,includingthedefinition,functionofPSA.1.1DefinitionThecommondefinitionofPSAcanbesummarizedasanannouncementforwhichnocommercialchargeissponsoredbythebroadcastersorbythenon-profitagency,governmentbody,orindividualprovidingthemessageofdisasterrelief,povertyalleviation,andassistancetothehandicapped,theactivitiesofeducation,science,culture,publichealth,andathleticundertakingsforsocialgroupsandindividualsinstraightenedcircumstances,aswellasconstructionofenvironmentalprotectionfacilitiesandpublicutilitiesinsociety.1.2FunctionThefunctionofPSAistopublicizetheorganization,seekdonationsorcallforsomeactionsbeneficialtosociety，topersuadeaviewertotakeaspecificactionoradoptaparticularviewpointonacauseorsocialissue,suchasthepreventionofanunhealthypractice,cessationofanexistingunhealthypractice,adoptionofahealthypractice，theenhancementofthepublicmoralaccomplishment.Asakindofmassculture,PSAcultureisofgreatsocialsignificance.II.CharacteristicsofPSAThisChapterintroducestheaspectoflinguisticfeaturesrangingfromwordstorhetoricdevices,etc.ThepurposeofmakingthisgeneralanalysisofPSAlanguagefeaturesistoprovidealogicalandsoundfoundationforthediscussionofthetranslationofPSAsfromChineseintoEnglishinthisthesis.2.1DifferencesbetweenCommercialAdvertisingandPSAPublicserviceadvertisingandcommercialadvertisingaretwokindsofmasscommunicationandbothdiffuseinformationthroughtheuseofmassmedia.Buttheyareverydifferentincontent,aimandappeal.Theaimofcommercialadvertisingistosellgoods,whilePSAseeksprofit;Besides,thesponsorsofcommercialadvertisingarealwaysthefirmsthemselveswhoaimatthepromotionoftheirproductsorservices,whilePSAshavesomeothersponsorsbesidesfirms.2.2FormsofPSAPSAcanbeclassifiedaccordingtothefollowingcriteria:2.2.1ByMediumUsually,PSAcommunicatesinformationinthreetypes:audio,visualandlanguage.Theprintedmaterials（suchasflyers,brochures,andposters）,outdooradvertising,radio,television,internet,magazines,becomethemaincarriersofPSA.Inmagazinesandnewspapers,PSAareacombinationofpicturesandlanguageofwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationislimited.Evenworse,itmayleadtomisunderstanding.Forexample,知識改變命運Thisslogan,meaningliterally“knowledgemaychangeone’sdestiny,”waspopularizedbyChinesecelebratedfilmdirectorZhanginaseriesofpublicserviceTVadvertisementsoverthelastfewyears.2.2.2ByAppealModelAppealmodelsinthelanguageofadvertisingrefertothewaystopersuade.InChina,therearemanyfamoussongsasPSA.Forexample,in1989,asongnamed“DedicationofLove”(“愛的奉獻”)appearedintheCCTVSpringFestivalGala.Thelyricreads:愛的奉獻這是心的呼喚，這是愛的奉獻，這是人間的春風(fēng)，這是生命的源泉。在沒有心的沙漠，在沒有愛的荒原，死神也望而卻步，幸福之花處處開遍。啊……只要人人都獻出一點愛，世界將變成美好的人間。啊……Nowthesonghasbecomeapopularbackgroundmusicplayedonoccasionsofcharity,whichtouchesthebottomofpeople’sheartandarousesthepublicattentiontohelpingthepeopleinneed.2.3LinguisticFeaturesofPSAThemostconspicuoussyntacticfeaturesincludethehighfrequencyofimperativesentences,interrogativesentencesandsimpleclauses,allofwhichhelptheimplementationoftheKISS(KeepItSimpleandSweet)rule.2.3.1UseofEvocativeandPersuasiveWordsMessagesforhigh-involvementhealthpracticestendtoemphasizesubstantiveincentives,presentingpersuasiveargumentssupportedbycrediblemessengersorevidencetomovetheaudiencethroughalengthyhierarchyofoutputstepssuchasattention,attitudechange,andaction.Bloodcostsnothingtogive,yetismorevaluablethananyotherresourceonearth.鮮血不需要付出什么，但是獻出的血是世界上最昂貴的。Drivecarefullythelifeyousavemaybeyourown!為了你和他人的生命安全，請小心駕駛！EvocativeandpersuasivewordsarealsowidelyusedinChinesePSAs,suchas“禁止……”,“嚴禁……”and“請勿……”.Wecanseetheminmostofthetouristattractionsandpublicareas,forexample,禁止拍照NoPhotography嚴禁攜帶危險品DangerousGoodsAreProhibited請勿大聲喧嘩KeepYourVoicesDown/NoShouting2.3.2UseofConciseandPlainWordsItwillachievebettereffecttousesimplesentencesthancompoundsentences,becausethereaderswillgetboredonreadingcomplexsentences.SpokenwordsarecommonlyusedinPSAs.Manyofthemoftenleaveadeepimpressiononreaders.Forexample,BetterCityBetterLife(2010WorldExpositionPSAslogan)2.3.3UseofImplicitWordsUsually,animplicitutterancecanachievevividlyandvisuallyanidealeffect.Forexample,Ifyousitinthebarber’schairlongenough,you’lleventuallygetahaircut.Thisadconveysthemessageofwarningtheaudiencethat“ecstasynowirreversibledepressionlate”.InChina,thereisasimilaridiom“常在河邊走，怎會不濕鞋”.(Youcanhardlykeepyourshoesdryifyoukeepwalkingalongtheriverside.)Anaccidentcouldbeaonewaytickettodisabilityretirement.FromtheaboveexampleswecanseethatPSAsusemildorvagueorround-aboutexpressionsinsteadofuncompromisingcommandsoastotouchtheviewer’sheart.2.4RhetoricMeansofPSARhetoricmayserveseveralfunctionsinPSA,suchasattractingattention,generatingapositivemood,orcommunicatingtheessenceofamessageinafastandeffectiveway.Moreover,thecreativeuseofrhetoricinadvertisingmayresultinPSAthatareemotionallylive,andintellectuallyappealingandmemorable.Afresh,aptrhetoricaldeviceappealstotheimagination,createsmentalpicturesandmakesthesloganvivid,impressiveandinteresting.2.4.1RhymeRhymehasbeendefinedasthesimilarityoridentityofsoundthatexistsbetweenaccentedsyllablesthatoccupycorrespondingpositionsintwoormorelinesofaverse.CasesofRhymeareillustratedasbelow:BetterLiving,BrighterFuture.(HKSubwayPSA)HumanandNature,NotHumanendNature.Thesecondoneisasloganforenvironmentalprotection,inwhich“and”rhymeswith“end”.Therhymeemployedenablestheslogantohaveapleasingrhythm,andmakeitapleasuretoread.Moreover,rhymeusedinthissloganworkstoformharmonyandbeautyinsound,bringingmoreaffectingpowertotheadvertisement.Thus,inthisadvertisement,rhymeplaysitsbestrole.2.4.2LexicalRhetoricLexicalfiguresofspeechhavebeenbestemployedinEnglishadvertisingbyadvertisers.LexicalrhetoricinPSAconsistsofpersonification,simile,metaphor,pun,symbolism,irony,etc.2.4.3PersonificationPersonificationisafigureofspeechinwhichinanimateobjectsorabstractionsareendowedwithhumanqualitiesorarerepresentedaspossessinghumanform.Personificationisgenerallyusedtogivehumanqualitiesorabilitiestoabstractionornon-humanentities.TheuseofpersonificationinPSAwillendowtheobjectivewithhumanemotion,andwillmakethemamicabletoreader.Forexample:Saveyourenvironment’sbreath.PleasegivemeachancetogrowThelifeistorrentialbecauseofyou(BloodDonationPSA).Theuseofpersonificationenablesthesloganstobeeasilyrememberedbyreaders.Inaddition,filledwithwit,ithelpsthePSAsloganwinfavorfromreaders.Hereisanotherexample:愛我，追我，千萬別吻我ThepersonificationinthisChinesePSAissoexpressiveandvividthatallthedriverscanlearnitsmeaning.2.4.3SimileandMetaphorAsimileisafigureofspeech“inwhichasimilaritybetweentwoobjectsisdirectlyexpressed.”12TheemploymentofsimileinPSAscanhelpreaderstogetfamiliarwiththeproductsadvertisedinamorespecificway.Ametaphorisanimpliedcomparisonbetweentwothingswhichareofdifferentnaturebutwhichhaveoneormorefeaturesincommon.Themainandoneseriouspurposeofmetaphoristodescribeanentity,eventorqualitymorecomprehensivelyandconciselyandinamorecomplexwaythanispossiblebyusingliterallanguage.Forexample,Smelllikeafallenangel,yoursmiles,ourneeds.CultureHeritageTheSecretofInfinite(CultureHeritageProtectionPSA)2.4.4PunPunisatypicalculturalphenomenonwhichreflectsacloserelationshipbetweencultureandlanguagecustom.Pun,thegameofwords,willleaveadeepimpressiononreadersbyitsreadability,wit,andhumor.Punsareverypopularwithcopywriters,fortheymayprovokeamusement,oraddspicetoanunpretentiousconversationalexchange.However,tomakeasuccessfulandimpressivepunisnoteasy.Herearesomeexamplesofclassicpun-usedPSA.Thedriverissaferwhentheroadisdry;Theroadissaferwhenthedriverisdry.Itisanadvertisementforsafedriving.Theexcellentwordis“dry”whichhasdoublemeanings:withoutwaterandwithoutdrinking.Ittellsiftheroadisdryandthedriverdoesn’tdrink,alldriverswillbesafer.2.4.5SymbolismSymbolism,thepracticeofrepresentingthingsbymeansofsymbolsorofattributingsymbolicmeaningsorsignificancetoobjects,events,orrelationships,isusedextensivelyinadvertising.Forexample,Grabaweaponinthewaragainstcancer.Inthisad,theweaponisrepresentedbythespooninthebackgroundpicture.Throughthisway,theeffectofPSAisachieved.2.4.6IronyIronyisarhetoricaldeviceinwhichthemeaningliterallyexpressedistheoppositeofthemeaningintendedandwhichaimsatridicule,humororsarcasm.InPSA,ironyisdistinctfromthecommonwayofpraising,thusholdingreaders’attentionanddeepeningtheirimpression.Hereisagoodexampleofirony.TheAmericanCancerSocietysucceedsinitsadvertisementtopersuadepeopletoquitsmokingbyusingirony.Ifpeoplekeeptellingyoutoquitsmokingcigarettes,don’tlisten...they’reprobablytryingtotrickyouintoliving.AmericanCancerSocietycreatedthisadvertisementforthepurposeofpersuadingpeopletogetridofsuchsuicidalhabit.Insteadofdeliveringasermoninapositiveway,thisadvertisementliterallyexpressestheideaoppositeofwhatisreallymeant,settingreadersroaringwithlaughteratfirstsightandponderingoverthemeaningonsecondthoughts.III.ProblemsandCulturalFactorsintheTranslationofChinesePSAOnaccountofdifferencesinculture,traditionsandlanguagesbetweenChineseandEnglish,therearedifferentwaysandcustomsofexpressing.ThischapterpresentssomeChineseandEnglishculturalaspectsthatinfluencePSAtranslation,andsomeexamplesofChinglish,inanattempttofindsomewaysforPSAtranslationsothatthetranslatedtextscanbeunderstoodandacceptedmoreeasilybythetargetreaders.3.1TheCulturalDifferencebetweenChinesePSASloganandWesternPSASloganDifferentlanguagesarerestrictedbydifferentcultures.ItiscrucialtotheunderstandingofanyPSAcampaignorslogan.Inthefollowingtext,someexamplesaretobeexaminedintermsofculturaldifferencesinPSA.3.1.1DifferentMeaningsofSomeCertainWordinPSATranslationGoodunderstandingofthecharacteristicsofthecountrywherethePSAspreadsisthebasis.Thuswordsmustalsobeanalyzedforitsculturalsuitability.Forexample,thetranslationoftheword“龍”inaPSAslogansuchas“龍的傳人你我他，文明新風(fēng)靠大家”posesagreatchallengetothetranslator.Sofar,theChinesecharacter“龍”hasbeenrenderedinto“dragon”inalmostalltranslation.However,accordingtoEnglishdictionaries,“dragon”is“amythicalmonster”withwings,clawsandspoutingfire,andisoftenassociatedwithevilnessorfierceness.Incontrast,“龍”intraditionalChinesecultureis“anauspicioussymbol,”indicatingopulence,happinessandgoodpower,mostlyapositivenotion.“龍”isthemarkofChina'simage,aswellastheembodimentofthereorganizationofChinaandChinesecivilizationforallChinesepeoplearoundtheworld.Ifwetranslate“龍”as“dragon”,itwillcausewesterners’possible"misinterpretation"oftheimageoflong.3.1.2DifferencesofCulturalValueinPSATranslationItisbelievedthatthemosteffectivePSAsarethosethatbestexpressandaffirmcoreculturalvalues.WhenaPSAistranslatedintoanotherlanguage,theculturalvaluesunderpinningthesocietymustbeanalyzedcarefully.WhenwetranslatethePSAslogans,weshouldtakeintoconsiderationthefactorofdifferentculturevalues.InChina,respectingtheeldersisalong-held,traditionalvirtue.TherearesomeoldsayingsinChina,suchas“百善孝為先”(Filialrespectfortheagedgoesfirstinvirtue),“老吾老以及人之老”(Expendtherespectoftheagedinone’sfamilytothatofotherfamilies).TheseideashavebeensodeeplyrootedinChinesepeople’smindsthattheyconsciouslyandunconsciouslyregulatepeople’sactionsandbehavior.Lookatthefollowingexamples,關(guān)愛老人,從我做起(上海老年人基金會)Careabouttheold,startwithme(ShanghaiSeniorCitizenFund）善待老人，就是善待明天的自己Bekindwiththeold,istobekindwithourselvesoftomorrowInEnglish,theword“gray”isoftenusedtorefertooldage,asingraybeardandgray-headed.Itisequivalenttoold.Sowecanmakealittlechangeintheabovetwoslogansasbelow,BekindwiththegrayistobekindwithourselvesoftomorrowCareaboutthegray,startwithmeItcanbeseenthatthroughthesmartrevise,theversionwiththeword“gray”ismoreacceptable.3.2ProblemsinPSATranslationOneoftheproblemsoftenfoundinthepresentstageoftranslationisChinglish.ExamplesofChinglishcanbefoundeverywhereeveninpublishedmaterials,officialdocuments,andEnglishlanguagenewspapersandmagazines,nottomentionpoorlytranslatedPSAslogans.ChinglishmakesPSAtranslationineffectiveandfarfromsatisfactory.Itfailstocommunicatetheintendedmessagetoforeignreaders.Furthermore,itdistortstheessenceofaPSAslogan.BesidestheproblemofChinglish,thereareotherproblems,suchaswrongchoiceofwordsandgrammaticalerrors,etc.We’lldiscusshowtoresolvetheproblemsasfarasPSAtranslationisconcernedandtrytofindabettersolution.3.2.1Word-for-WordDuplicationComparativelyspeaking,word-for-wordtranslationistheeasiestjobfortranslators.ItisnotsuitableforallthePSAtranslation.Forexample,愛我,追我,千萬別吻我FalseTranslation:Loveme,runafterme,butmustn’tkissme!TheEnglishversioncontainsnogrammaticalerroratallbutitdistortstheintendedmeaningoftheoriginalsomuchthatitwillmaketheforeignreadersconfusedandbewildered.Here,“吻”means“tohit,strike,runintoanothercar”.Thetranslationcanberevisedbycommunicativemethodasbelow:Translation1:WishYouSafeandSoundinYourDriving!Translation2:SafetyIsFirstinDriving!Translation3:DriveCarefully,SafetyWithYou!ForTranslation1,thereisarhymingregularity--“safe”rhymewith“sound”,whichiscatchyandmemorable.Thelast2translationsaresimple,concise,butpersuasiveandcanevokethereaders’thoughts.AllofthesethreetranslationsservethepurposeoftheChinesePSAexceptforthetone.TherearemanyChinesePSAsloganscontainingapoeticsensewhilecallingupontouriststokeepoffthegrass.Forexample,請您保護樹木，愛護花草,還地球一片綠,留人類一片蔭FalseTranslation:PleaseprotecttreesandcherishflowersandplantsReturntheglobewithasceneofgreen;Leavethemakindwithasceneofshady.Thisversioniscompletenonsense.Omissionofunnecessarywordsisnotonlypermissible,butalsonecessary.Ifweanalyzetheoriginalslogan,we’llfindthatthelonglinecontainstwomainmeanings:everyoneshouldprotectplants—environment,andthiswillbenefitallpeople.SothisChineseslogancanbesimplyrenderedinto:Protecttheenvironmentforthebenefitofyouandme.Indealingwithsuchcases,weshouldfirstanalyzetheoriginaltextfortheoverallmeaning.Ifthelinguisticfeatureoftheoriginalisdifficulttobetransferredtothetargettext,thecommunicativetranslationisthebestwaytominimizethestrangenessofthetextforthetargetlanguagereaders.3.2.2IncorrectGrammarManyofthepoortranslationsaresimplyincorrectgrammatically.Thefollowingarecasesinpoint.雨雪天，過橋時請減速行使(河北高速公路上的公益廣告語)FalseTranslation:Rainorsnowday,Bridge,slow-driving.(AsloganonexpresswaysinHebei)爭做可愛的上海人FalseTranslation:BealovelypeopleofShanghaiThephrase“apeople”hereiswronglyusedinthetranslation.Theword“l(fā)ovely”isnotproperhereeither.Itcanbereplacedby“Beniceinanicecity”or“BeniceinShanghai”,or“Beniceinasmilingcity”.Especially,itcanachieveabettereffectbyusingpersonificationinthelastversion.3.2.3WrongChoiceofWordsSometimes,wecanseesomewordsadoptedimproperlyinthetranslationforsomePSAslogans.Forexample,請節(jié)約糧食FalseTranslation:Pleaseeconomizefoodsupplies.Theword“economize”means“uselessmoney,time,etc.thanyounormallyuse”.Buttherealpurposeofthissloganistoaskpeoplenottowastefoodinsteadofrequestingthemtoeatless.Sothetranslationcanberevisedas,Don’twastefood./Saveonfood.保護環(huán)境從我開始FalseTranslation:ProtectcircumstancebeginswithmeTheword“circumstance”inOxfordDictionarymeans“thefactsandeventsthataffectwhathappensinaparticularsituation”.Intheoriginaltext“環(huán)境”referstothenaturalenvironment.Theword“circumstance”isobviouslyinappropriatelyusedhere.Thereforetherevisedversioncanbe“Protectingtheenvironmentstartswithme”.做文明市民，講社會公德FalseTranslation:Becitizenswithsocialmoralityinourfamouscity.Ifwesearch“社會公德”inthesoftware“JinShanCiBa”,wecanget“socialmorality”;“socialethics”；“public-spirited”.ButinEnglish,thesearecomplexorabstrusespecializedvocabularyofthelegalprofession.Wecanchangeitinto,Bevirtuouscitizensinourfamouscity.Inbrief,thedifferencesofEnglishandChineseculturewillinevitablyinfluencePSAtranslation.InordertoattainthefunctionofPSAtranslation,weshould,analyzetheoriginaladvertisementcarefullyfirst,payattentiontovariousculturalaspects,especiallylanguage,customs,socialandhistoricalbackgroundofdifferentnations,flexiblydealwiththeproblemsinPSAtranslationanddoourbesttoovercomebothlinguisticandculturalobstacles.ConclusionPSAtranslationisascienceaswellasanart．ThisthesisgivesabriefintroductiontoanalyzethefeaturesandfunctionsofPSA.ItalsodiscussestheculturalfactorsthatinfluencethetranslationofPSAandproblemsfoundinitstranslation.ItattemptstofindaneffectivewaytotranslatePSA.Toachievethetargetofeffectivetranslation,firstly,itisofprimaryimportancefortranslatorstostudythecharacteristicsofPSA.PSAisaimedtodisseminateakindofconceptoradvocateasocialethicinsteadofpromotingproductsorservices.Therefore,itisdifferentfromotheradvertisinglinguistically.Secondly,thetranslatorsofPSAshouldbecross-cultureconscious.PSAtranslationmusttakeintoaccounttheculturalbackgroundofthetargetreaders.Sogoodknowledgeofcultures,especiallythedifferenceseentheculturesisprerequisiteofsuccessfulPSAtranslation.TheproblemsarisingfromPSAtranslationarealsoworthconcerning,suchasword-for-wordduplication,Chinglish,ignoranceofculturaldifference.PSAtranslationisbynomeansthesimpledictionary-to-dictionarytransmissionofwords;ratherithasbecomeacomplicatedprocess.Inconclusion,itshouldalsobementionedthattranslationofPSAslogansconstitutesaninterestingandchallengingprocess.Greatprogresshasbeenmadeonthesubjectandmanywittyandresourcefulversionshavebeencreated,butstillmorethoroughresearchesareneededtofacethechallengeofmoreeconomicandculturalexchangesbetweendifferentcultures.Bibliography:[1]Holman.C.Hugh.AHandbooktoLiterature.NewYork.TheOdysseyPress.1972.[2]WilliamWellsetal.Advertising:PrinciplesandPractice.EnglewoodCliffs.NJ.PrenticeHall.1995.[3]WalterD.Scott.ThePsychologyofAdvertising.Bristol.ThomasPress,2000.[4]喬萬娜.邁向全球的中國公益廣告.“全球化與人的發(fā)展”國際學(xué)術(shù)研討會論文集.2005.448.[5]郭可.英語新聞與廣告寫作.上海外國語學(xué)院學(xué)報,2(1992).57.[6]靳涵身.詩型廣告翻譯研究.成都.四川大學(xué)出版社,2005.92-133.[7]金海兵.試談公益廣告標語及其翻譯.孝感學(xué)院學(xué)報,第25卷(5).49.[8]陳小慰.外宣標語口號譯文建構(gòu)的語用修辭分析.福州大學(xué)學(xué)報(哲學(xué)社會科學(xué)版).1(2007).96.[9]http://web73.enux.dk/index.php?id=15.[10]/nschwart/2312/lifeyousave.html.[11]/star/2002/1205/vo2-1.html.[12]/question/1307102501421.html.基于C8051F單片機直流電動機反饋控制系統(tǒng)的設(shè)計與研究基于單片機的嵌入式Web服務(wù)器的研究MOTOROLA單片機MC68HC（8）05PV8/A內(nèi)嵌EEPROM的工藝和制程方法及對良率的影響研究基于模糊控制的電阻釬焊單片機溫度控制系統(tǒng)的研制基于MCS-51系列單片機的通用控制模塊的研究基于單片機實現(xiàn)的供暖系統(tǒng)最佳啟停自校正（STR）調(diào)節(jié)器單片機控制的二級倒立擺系統(tǒng)的研究基于增強型51系列單片機的TCP/IP協(xié)議棧的實現(xiàn)基于單片機的蓄電池自動監(jiān)測系統(tǒng)基于32位嵌入式單片機系統(tǒng)的圖像采集與處理技術(shù)的研究基于單片機的作物營養(yǎng)診斷專家系統(tǒng)的研究基于單片機的交流伺服電機運動控制系統(tǒng)研究與開發(fā)基于單片機的泵管內(nèi)壁硬度測試儀的研制基于單片機的自動找平控制系統(tǒng)研究基于C8051F040單片機的嵌入式系統(tǒng)開發(fā)基于單片機的液壓動力系統(tǒng)狀態(tài)監(jiān)測儀開發(fā)模糊Smith智能控制方法的研究及其單片機實現(xiàn)一種基于單片機的軸快流CO〈,2〉激光器的手持控制面板的研制基于雙單片機沖床數(shù)控系統(tǒng)的研究基于CYGNAL單片機的在線間歇式濁度儀的研制基于單片機的噴油泵試驗臺控制器的研制基于單片機的軟起動器的研究和設(shè)計基于單片機控制的高速快走絲電火花線切割機床短循環(huán)走絲方式研究基于單片機的機電產(chǎn)品控制系統(tǒng)開發(fā)基于PIC單片機的智能手機充電器基于單片機的實時內(nèi)核設(shè)計及其應(yīng)用研究基于單片機的遠程抄表系統(tǒng)的設(shè)計與研究基于單片機的煙氣二氧化硫濃度檢測儀的研制基于微型光譜儀的單片機系統(tǒng)單片機系統(tǒng)軟件構(gòu)件開發(fā)的技術(shù)研究基于單片機的液體點滴速度自動檢測儀的研制基于單片機系統(tǒng)的多功能溫度測量儀的研制基于PIC單片機的電能采集終端的設(shè)計和應(yīng)用HYPERLINK"/det