AStudyonTranslationofEnglishAdvertisingSlogWord格式.docx
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AStudyonTranslationofEnglishAdvertisingSlogWord格式.docx
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thelateropinionsabouthowtotranslateadvertisingslogans.Inpartthree,itmainlydiscussesthethreedifferentmethodstotranslateadvertisingslogans.Theyareliteraltranslation,freetranslationandadaptiontranslation.Indifferentcircumstancesweusespecificwaytotranslatetheslogan.Also,therearerichexamplestoillustratetherulestotranslateadvertisingslogans.Theanalysisindetailwillhelpyoutounderstandtherules.
Keywords:
advertisementslogan;
translation;
feature,culturedifference.
摘要
广告,作为国际商业交流的一座桥梁,将会在世界经济的舞台上扮演越来越重要的角色。
来自不同文化背景的人都需要接触外国的广告,所以关于广告的翻译研究具有重大的意义。
这篇论文主要研究了英文广告口号的翻译。
中文和英文都有自己独特的修辞和句型,因此在英文广告口号的翻译中,中英文的语言差异是一大障碍。
这篇论文研究了几条关于英语口号翻译的实用策略。
也提出了关于在翻译中如何处理文化差异问题的一些观点。
这篇论文的主题是广告口号的翻译。
首先,文章阐述了对英语广告口号的学术定义。
其内容包括广告语口号的语言学定义等。
在论文的第三部分,论述了一些英语广告口号的特点。
这一部分的重点阐述了广告口号的结构、词汇、修辞特点。
文中不仅有学术观点,还有丰富的例子解释说明相关观点。
广告口号的特点这一部分为下文的翻译方法做了学术铺垫。
在四部分,主要讨论了翻译广告口号的几个主要的方法,他们分别是直译,意译和变译。
根据具体情况选用不同的翻译方法。
这一部分也包含了丰富的例子和详细的分析来诠释这些翻译方法。
关键词:
广告口号,翻译,特点,文化差异
Contents
Abstracti
摘要ii
AStudyonTranslationofEnglishAdvertisingSlogans1
Ⅰ.Introduction1
Ⅱ.GeneralizationonEnglishAdvertisingSlogans2
ⅢCharacteristicsofEnglishAdvertisingSlogans3
2.1Structure3
2.2LexicalFeature3
2.3RhetoricFeaturesintheAdvertisingSlogan5
ⅣTranslationMethodologiesofEnglishAdvertingSlogans7
3.1LiteralTranslationMethod7
3.2FreeTranslationMethod9
3.3.AdaptationTranslationMethod12
Ⅴ.Conclusion15
Bibliography17
AStudyonTranslationofEnglishAdvertisingSlogans
Ⅰ.Introduction
1.1ResearchBackground
Innowadaystheeconomicisbooming.Theworldismoreandmoreintegrated.Theeconomicsofdifferentcountriesaregettingmoreandmorecloselyinvolved.Inthewaveofbloomingeconomic,moreandmorecompaniestrytogetacrosstherestrainofnationalborderandexploreanewoverseamarket.Advertisementisplayingamoreandmoreimportantrole.Advertisementisnotonlyabridgeofcommunicationbetweendifferentcultureandcountriesbutalsoanambassadorofbusinesses.Withthedevelopmentofthistrend,businessmenlaymoreandmoreemphasisonadvertisementssinceit'
sreallyhelpfulinpromotingtheirproducts.Therearemanytypesofadvertisementsandmanywaysofdoingadvertisements.Amongwhichthereisaverybriefandstrikingtypethatisadvertingslogan.Advertisingslogansarealwaysverysimpleandstraightforward,easytorememberandrecite.Ithasitsowncharacters,featuresanduniquemethodstotranslatethem.
Ⅱ.GeneralizationonEnglishAdvertisingSlogans
Usuallyadvertisingsloganreferstothenon-personalcommunicationofinformationaboutserviceorideas,commoditiesorproductsthroughvariousmedia.AswhatLongmanDictionaryofAmericanEnglishsays,theword“advertisement”means“anoticeofsomethingforsale,jobpositiontobeoccupied,roomtorent,etc.asinanewspaper,ontelevision,orpostedonawall”.Theword“advertise”originatesfromtheLatinword“advertere”,.Thewordmeansattractingpeople’sattention.1
Thesloganisdifferentfromtheotherkindsofwriting.Theword"
slogan"
originatesfromaGaelicphrase,"
slughgairm"
.Thephrasemeans"
battlecry"
inEnglish.2Sloganisdesignedtobeeasytorememberandrepeatbypeople,todeeplyimpressitsmessageonthecustomers.Sometimes,peoplefindthemselvesmaketheirmarketchoicesundertheinfluenceofthesecompellingwords.Sometimespeoplepickupwordsorphrasesfromadvertisingslogansforuseinconversation.So,thesloganhasdoneagoodjobinfulfillingitsdutyofpromotingtheproductsandcommodities.
“Advertisingslogansareclaimedtobethemosteffectivewaytodrawpeople’sattentiontoacertainkindofproduct.Itspurposeistoemphasizeaphrasethatisspeciallydesignedformarketingaspecificcorporationimageoracertainkindofproduct.”3Advertisingslogansarealwaysshort,phraseseasytorememberarefrequentlyusedinadvertisingslogans.Obviously,inordertomakethecostumersrememberandbuythebusinessman’products,theadvertisingsloganshouldbeeasytorememberandrecite.
ⅢCharacteristicsofEnglishAdvertisingSlogans
Advertisingslogansmustbeimpressive,attractive,persuasiveandcreative.Advertisinglanguagehasitsdistinctivefeaturesinsyntax,morphologyandrhetoricaldevices.ThesefeaturesofEnglishadvertisingwillbebrieflyaccountedfromthestructural,lexicalandrhetoricalperspectiveinthispartofthethesis,
2.1Structure
Thestructureofadvertisingslogansisofseriousimportance.Theaimofaadvertisingsloganistocatchtheconsumers’interestandmakethembuytheirproducts.Soslogansthatarebriefandclearinstructureareveryeffective.Thosetediouslylongandinsipidsloganswouldonlymakethecostumersboredandannoyed.Therefore,weshouldtakeacloseobservationofthestructureofadvertisingslogans.
Thisthesiswilltakealookatsimplesentencesfirst.Simplesentencesaresentencesinwhosestructureonlycontainsonesingleindependentclauseandnootherdependentclauses.Simplesentencesarequitecommonlyusedinadvertisingslogans.Letmeputanexample:
”We’reseriousaboutyoursafety.”Theslogancanbetranslatedas“我们认真对待你的安全”.Simpleasitis,itcatchescustomers’heartsbecausepeoplecaresafetyalotandthesloganexpressesthedecreeofthecompanyinasimple,straightforwardwaytoconsumers.Alsoitcangivethecustomersafeelofthesenseofhonestandresponsibilityofthecompany.
Thesecondtotalkaboutisimperativesentences.Inourdailylife,wecansee
quiteavarietytypesofslogans.Therearequitemanyadvertisementslogansusingimperativesentence,Letmegiveyouaninstance:
Let’smakethingsbetter.让我们做得更好。
Thisisagoodinstanceofusingimperativesentence,itincreasesitspersuasivenessanddisplaythehumbleattitudeofthecompany.
2.2LexicalFeature
Firsttotalkaboutisadjectiveusedinadvertisingslogans.Theadvertisingsloganspreferwordsandexpressionswhichareoftenusedindailycommunication.Themainfunctionofadjectivesinadvertisingslogansistodescribeandmodifynouns.Amongcommonlyusedadjectivesinadvertisingslogans,wordssuchasgood,new,greathavethemostfrequentappearanceandcanbeusedtodescribedifferentkindsofcommodities.Otheradjectivesarealwaysusedforparticularadvertisingproducts.Herearesomeinstances:
crisp,fresh,delicious,richfor“food”;
easy,safeandcanbeusedforalltypesofmachineryandappliancesandkitchenproducts;
extra,free,specialareoftenusedtoattractsometargetclients.Letmeputsomeexampleshere:
let’smakethingsbetter.Thetasteisgreat.Feelthenewspace.
Nexttostudyisnameinadvertisingslogans.Noun,especiallythenameofacompanyorthebrandofaproductisalwaysfrequentlyrepeatedandemphasizedinanadvertisement.Namesarealwaysthemostimportantinformationinanad,causetheycanimpressthecommoditytothecustomersandtellthemwhattobuy.Forexample:
“Ichocolateyou!
”ThisisapieceofLG’smobilephoneadvertisement.Theslogan“Ichocolateyou!
”breakstheconvention,thenameofthattypeofmobilephonethenoun“chocolate”isusedasverb.Thisnotonlypointsouttheimitablechocolateshellbutalsogivesastrongimpressioninvisualandhearingandcauseconsumers’greatlyinterestandattention
tothisproduct.
Nextisverbusedinadvertisingslogans.ThefamouslinguistLeechGeoffreylisted20mostfrequentlyusedEnglishverbsinEnglishadvertisementsinhiswork,theyare:
take,start,taste,buy,come,go,know,keep,look,need,love,use,feel,make,get,give,have,see,choose.3Verbscangiveadirectimpressiontothecustomersabouthowtousetheproductorwhattheproductwillmakeyoufeel.Someinstanceshere:
Oncetasted,alwaysloved.Thelanguageisplaintounderstandbutitcanmaketheircustomersmouth-watering,longingfortheproduct.
Lastbutnotleast,numeralsusedintheadvertisingslogans.Numeralsarethebasicmathematicalconceptsexpressingthequantityofthings.Thenumeralgivesacredible,specificimpressiontothecustomers.“FeeltheDietCenterDifference.SuzanneMorgancalledDietCen
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