英语公益广告翻译.docx
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英语公益广告翻译.docx
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英语公益广告翻译
英语公益广告翻译
上海海事大学
外国语学院
院系航运英语
专业年级英航121
学生姓名严明
学号201210811032
指导教师陈书鹏
二○一四年六月
ThestudyonthetranslationofChinesePSAculturefromtheFunctionalSkoposTranslationalTheory
严明201210811032英航121
TABLEOFCONTENTS
Abstract
Nowadays,theeconomicglobalizationandtechnologyhavebecomethechangingtrendoftheworld.Theinternationalcommunicationbecomesmoreandmorefrequentwiththedeepeningoftheinternationaldivisionoflaborandthestrengtheningofeconomicintegrationsintheworld.China,asamemberoftheWTO,hasestablishedacloserrelationshipwithothercountries.PSAhasbecomeaveryimportantmeansandanecessarytoolforsendinginformation,promotingsocialresponsibility,raisinginternationalimage.Therefore,thetranslationofPSAhasbecomemoreandmoreimportant.
PSAisapracticaltexttypewithhighpublicityvalue.HowtotranslatePSAtomakethemeasytounderstand?
HowtotranslatePSAtosetupagoodimageincross-culturalcommunication?
It’saurgentproblemforustosolve.ThetranslationofChinesePSAintoEnglishisn’tmatureandneedtobedeveloped.
ThispaperismainlytointroducesometranslationphenomenoninChinesePSAslogansandprovidesuggestionsandadviceinthisrespect,suchas,word-for-wordtranslation,correspondingtranslation,simplifyinformation.
Keywords:
PSA;languagecharacteristics;texttype;culturaldifference;theFunctionalSkoposTranslationalTheory;word-for-wordtranslation;correspondingtranslation;simplifyinformation.
1.ThedefinitionandimportanceofPSA
ThedefinitionofPSAcanbesummarizedas,anannouncementforwhichnocommercialcharge,issponsoredbythenon-profitagency,governmentorindividual.Itprovidesthemessage,suchas,culture,assistance,publichealthandsoon.Itsgoalistospreadthepositivemindforpublicandguidethem
Englishinaconfusingmanner.
“爱我,追我,千万别吻我.”
FalseTranslation:
“Loveme,runafterme,butmustn’tkissme!
”
TheChineseoriginalisinfactawarningaboutsafetydriving.Here,“吻”means“tohit,strike,runintoanothercar.”Sothepropertranslationshouldbe“Wishyousafeandsoundinyourdriving.”
2.1.2Wrongchoiceofwords
Sometimes,wecanseesomewordsadoptedimproperlyinthetranslationforsomePSAslogans.
Forexample,“珍惜粮食是一种美德.”
FalseTranslation:
Treasuringthefoodisagoodvirtue.Theword“treasure”means“tohaveorkeepsomethingthatyouloveandthatisextremelyvaluabletoyou”.Accordingthemeaningofthesourcetext,thecorrecttranslationshouldbe“Savingonfoodisagoodvirtue”.
“保护环境,造福子孙后代。
”
FalseTranslation:
“Environmentprotectionnbenefitsouroffspring.”
Theword“offspring”areoftenusedinaveryformalsituation.It’sbettertouseamoreappropriateversionsuchas,“Leaveacleanenvironmenttoourchildren.”
2.1.3Syntaxerror
Manyofthelowtranslationsaresimplyincorrectgrammatically.Thefollowingarecasesinpoint.
Forexample,“争做可爱的上海人.”
FalseTranslation:
BealovelypeopleofShanghai.Thephrase“apeople”hereiswronglyusedinthetranslation.Theword“lovely”isnotproperher.Itcanbereplacedby“Beniceinanicecity”.
Inaddition,wecanunderstanditbetterfromsomesloganonhighwayinHebeiprovince.
“严禁疲劳驾驶。
”
Falsetranslation,“Donotdrivefatigue.”Wecanchangeitinto“Nofatiguedriving.”
“雨雪天,过桥时请减速行使.”
FalseTranslation:
“Rainorsnowday,Bridge,slow-driving.”Wecanalteritinto“Slowdownwhendrivingonthebridgeduringrainorsnow.”
2.2TheculturaldifferencebetweenChinesePSASloganandWesternPSASlogan
Thedifferencesofhistoricalconditions,geographiclocations,naturalconditionandsocialrealityformedculturesofuniquecharacteristicsandstylesLanguage,asthecarrierofculture,representsthethoughts,culturalcharacteristicandnationalemotionofthepeoplewhouseit.Differentlanguagesarerestrictedbydifferentcultures.
2.2.1Thedifferenceofwordmeaning
Themostobviousobstacleincross-culturalcommunicationisthedifferenceofwordmeaning,sogoodunderstandingofthecharacteristicsofthecountrywherePSAspreadsisthebasis.Sowordsmustalsobeanalyzedforitsculturalsuitability.
Forexample,“龙的传人你我他,文明新风靠大家”.Thetranslationoftheword“龙”isagreatchallengetothetranslator.Because“龙”inChineseculturemeansthatopulence,happinessandgoodpower,itisanauspicioussymbol.Whileinwesternculture,“dragon”isamythicalmonsterwithwings,clawsandfire,andisoftenassociatedwithevil.
Soitiswrongtotranslate“龙”as“dragon”inEnglish,anditisalsowrongtotranslate“dragon”as“龙”inChinese.
2.2.2Thedifferenceofculturalvalue
ItisbelievedthatthemostbestPSAtranslationarethosethatbestexpressculturalvalues.Itshowsthesignificanceofculturalvalue.
Forexample,“严禁酗酒”.
Thefalsetranslation,“Don’tdrinkalcohol.”Weshouldtranslateitinto“Noalcohol.”Why?
Whatcauseit?
Thegreatdifferencethesetwosentenceisthetone.Theformerisgentle,whilethelatterismoreserious.Therootisthedifferenceofculturalvalue.Inthisaspect,theculturaldifferencemainlyrepresentsintheorientationofindividualismandcollectivism.
3.theFunctionalSkoposTranslationalTheory
3.1Definition
Skopostheory isaconceptfromthefieldof translationstudies.Itprovidesaninsightintothenatureoftranslationasapurposefulactivity,whichisdirectlyapplicabletoevery translationproject.
ItwasestablishedbytheGermanlinguist HansVermeer andcomprisestheideathat translatingand interpreting shouldprimarilytakeintoaccountthe function ofboththe source and targettext.
3.2Aimandaudience
Skopostheoryfocusesontranslationasanactivitywithanaimorpurpose,andontheintendedaddresseeoraudienceofthetranslation.Totranslatemeanstoproduceatargettextinatargetsettingforatargetpurposeandtargetaddresseesintargetcircumstances.InSkopostheory,thestatusofthesourcetextislowerthanitisinequivalence-basedtheoriesoftranslation.Thesourceisan"offerofinformation",whichthetranslatorturnsintoan"offerofinformation"forthetargetaudience.[
PaulKussmaulwritesaboutthistheory:
"thefunctionalapproachhasagreataffinitywith Skopostheory.Thefunctionofatranslationisdependentontheknowledge,expectations,valuesandnormsofthetargetreaders,whoareagaininfluencedbythesituationtheyareinandbytheculture.Thesefactorsdeterminewhetherthefunctionofthesourcetextorpassagesinthesourcetextcanbepreservedorhavetobemodifiedorevenchanged.
4.Meansoftranslation
PSAshouldbetreatedasanart,whichrequirescarefulstudyandconsideration.PSAtranslationisaprocessofreproducingnotonlymeaning,butalsostyleoftheoriginal.Translators’aestheticvalueswilljointlyinfluencetheeffectsofPSAtranslation.Translatorsshouldchoosedifferentapproachesflexiblyintheprocesstominimizethestrangenessoftheforeigntextforthetargetlanguagereaderstoachievethebestaestheticeffectsandattractmorereaders.
4.1word-for-wordtranslation
WhileChineseandEnglishbelongstotwodifferentlanguagesystem,therearealsosomesimilaritybetweenthem.Soifyoucanreservethepresentimageandsolvetheobstacleofmisunderstandingintheprocessoftranslation,youcanuseword-for-wordtranslation.
Forexample,aPSAsloganinatouristdestinationinFujian,“我的盛开需要你的关爱。
”Youcantranslateitdirectlyinto“Luxuriantflowersneedyourcare.”Whileweuse“花团锦簇”toinstead“盛开”,thissentencereserveitsstructureandmeaningingenerally.Soit’salsoaperfecttranslation.
Aslogan,“节约用水就是珍惜生命。
”
Falsetranslation,“Usingwaterstintinglyischerishinglife.”Thisversionisalsoword-for-wordtranslation.ButitswordapplicationisoutofstepwithEnglishidiomaticexpression.Soitshouldbe“Tosavewaterissavelife.”
4.2correspondingtranslation
“Correspondingtranslation”isusingtheacquaintedstructureinthetargetlanguagetotranslatetheoriginaltextwhichcontainsproverbs,lyrics,poems,sayingandsoon.Usingcorrespondingtranslationcangetclosertothereaders,makemorepeoplereceiveandacquireit.
Forexample,“爱心传递你我,文明就在身边。
”It’sasloganinthe2008BeijingOlympicgame’sPSA.ItisintendedtoproposepublictoestablishaHarmonioussocietythatiscivilized,filledwithlovingheart,alsopresentChina’snationalimage.Sotranslatorcanadopt“correspondingtranslation”tostrengthentheculturalandeducationalexchanges.Mytranslationis“Wherethereisalove,thereisavirtue”,itappliesthesaying“Wherethereisawill,thereisaway.”
Inaddition,anotherPSAinCCTV,“让世界倾听我们的声音。
”Itappliesonesentenceinthe2004Olympicgame’sThememusic“Passtheflame”,“Letourvoicebeheard.”Thetranslationshouldbe“Letourvoicebeheardintheworld.”
4.3simplifyinformation
InChinesePSA,manyadvertisementdesignersusebeautifulpoemstocommunicatetheaestheticfeelingofadvertising.Butifthetranslatoradopted“word-for-wordtranslation”inthetranslationofthistypeofadvertising,itmayeasilyweakentheChineselanguage’sintrinsicbeauty,andweakenthetargettext’sacceptability.Owingtotheoriginallanguageloseefficacyinthenewenvironment,thetranslationnotal
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