论中西方文化差异对商务广告翻译的影响Word文件下载.doc
- 文档编号:14377209
- 上传时间:2022-10-22
- 格式:DOC
- 页数:13
- 大小:94KB
论中西方文化差异对商务广告翻译的影响Word文件下载.doc
《论中西方文化差异对商务广告翻译的影响Word文件下载.doc》由会员分享,可在线阅读,更多相关《论中西方文化差异对商务广告翻译的影响Word文件下载.doc(13页珍藏版)》请在冰豆网上搜索。
广告作为一种信息传播手段,需要考虑到公众对信息的接受心理和习惯。
把握中西文化的差异并加以利用是广告成功的本质和关键。
如何通过翻译把一个商务广告准确而又贴切地传达给拥有着不同文化的受众,这个课题值得研究。
关键词:
文化差异;
广告;
翻译
OnCulturalDifferencesinAdvertisementTranslation
Abstract
WeareembracedbyallkindsofcommercialadvertisementsinourdailylifesinceChinahasenteredintotheWTO.Theideaofanadvertisementcomesfromculture,sotheculturedifferencemayleadtodifferentculturalvaluesamongdifferentadvertisements.Asawidelyusedmediumofcommunicationinmodernsociety,anadvertisementneedstotaketheculturaldifferencesintoconsideration.Howtocommunicateacommercialadvertisementtopeopleofdifferentculturalbackgroundscorrectlyandappropriatelydeservestobeinvestigated.
Keywords:
culturaldifference;
advertisement;
translation.
1.Introduction
Thereismoreandmoreacutemarketingcompetitiontoday.Underthiscircumstance,anadvertisementofgoodqualitywillbenecessaryifyouwanttomakeyourproductscompetitiveandattractivetotheconsumersamongmillionsofothercompetitors.Besides,asuccessfuladvertisementisalsoaveryimportantpartinworld-widebusiness.
Chineseeconomyhasalreadymeltedintotheworldmarket.
Agoodtranslatedadvertisementwillnotonlyconveytheinformationinaccuracyandreapagoodadvertisingeffect,butalsostimulatereceptor’sculturalandappreciatingassociation,whichwillbeofmuchhelptotheculturalcommunication,thusitisalsoanimpulseinculturaldiffusion.
Wecan'
tdenythatmostoftheprivateenterpriseshaven’trealizedhowtocreateanEnglishadvertisementandsearchedforhelpfromaninexperttranslatorinsteadofprofessionalagency.Thisleadstoapoorqualityoftheadvertisementtranslation.SomeofthetranslationprincipalsknowlittleaboutEnglish;
thereforethequalityofthetranslatedadvertisementwillnotbeassured.Manytranslatorsdoaverypoorjobwithvariousintolerablemistakes.
Withthedevelopmentofeconomy,trans-nationaladvertisingwillbecomemoreandmorefrequent.Therefore,successfuladvertisinglanguagemustbeabletoimpresspeopleandcreatealastingandstrongmemoryinpeople’smind.Writersandtranslatorsofadvertisementsshouldpayattentiontothefeaturesofadvertisinglanguage,culturaldifferencesandtranslationprinciples.
ThisarticlemainlyfocusesontheinfluenceofadvertisementtranslationduetotheculturaldifferencesbetweenChinaandwesterncountriesandwhatweshoulddoifwearedealingwithanadvertisementtranslationjob.
2.TheOverviewofanAdvertisement.
Inthissection,Iwillmainlyfocusonthetopicaboutthefunctions,thefeaturesandthestandardsofanadvertisement.Howtoclassifysomanykindsofadvertisementswillbementionedtoo.
2.1Thedefinitionofanadvertisement
Theword“advertise”stemsfromtheLatin“advertere”,meaning“tomakeknowntothepublic”.
Weliveinaworldfullofadvertisements.Whatonearthisanadvertisement?
Oneofthefamousdefinitionsisthat“Anadvertisementisamessageoranannouncementthatinformsorinfluencespeople.Itcanusewords,pictures,musicorfilmtoconveyitsmessage.Advertisementsarenotonlymadeandpaidforbybusiness,butalsobyindividuals,organizationsandassociationsthatwishtoinformoreducatethepublic.”①
Theotheroneisthat“Advertisementisaformofcommunicationintendedtopromotethesaleofaproductorservice,toinfluencepublicopinion,togainpoliticalsupport,toadvanceaparticularcause,ortoelicitsomeotherresponsedesiredbytheadvertiser...Advertisementisdistinguishedfromotherformsofcommunicationinthattheadvertiserpaysthemediatodeliverthemessage.”(EncyclopediaBritannica,VolumeI,1994),
2.2Thefunctionsofanadvertisement
Theytellpeopleaboutnewproductsandhelppromotesales.②:
95
Theyprovideuswithagoodcollectionofgoodsandservice,fromwhichwecanmakeourbestchoices.②:
Advertisementbridgesmarkets,productsandconsumerstogether.Itcanhelptheconsumerstoidentifyanddifferentiateproductsandbuildbrandpreferenceandloyalty.②:
Advertisinghastocreatenewdemandsandtheyshouldeducatethepeopleaboutmoreandmorenewthingscomingupinthemarket.
Andanotherimportantfunctionofanadvertisementistheidentificationfunction,thatis,toidentifyaproductanddifferentiateitfromothers.Thiscreatesanawarenessoftheproductandprovidesabasisforconsumerstochoosetheadvertisedproductoverotherproducts.
2.3Howdoweclassifysomanykindsofadvertisements
Advertisementcanbeclassifiedbymedium(newspaper,TV,magazine,etc)
Advertisementcanbeclassifiedbyt
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 中西方 文化差异 商务 广告 翻译 影响