Linguistic features of publicity and its ChineseEnglish Translation Strategies英语毕业论文.docx
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Linguistic features of publicity and its ChineseEnglish Translation Strategies英语毕业论文.docx
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LinguisticfeaturesofpublicityanditsChineseEnglishTranslationStrategies英语毕业论文
LinguisticfeaturesofpublicityanditsChinese-EnglishTranslationStrategies
Abstract:
Thepublicitylanguagehasitsownlanguagefeatures,thatisclear,conciselanguage,withindicative,suggestive,restrictiveandmandatory,withstaticanddynamicdistinction.AccordingtoPeterNewmark'stranslationtheorytoanalyzethecharacteristicsofpublicitylanguage,translatedtherationaleforcommunicativetranslationmethod.WillbepublicizedinChineselanguagetranslatedintoEnglish,theuseofthestrategyisdividedintocross-culturalcommunicationstrategies,contextualanalysisstrategies,user-friendlystrategiesandconcisestrategy.
Keywords:
publicitylanguage;Chinese-Englishtranslation;translation;grounds;Strategy
Publicitylanguageisaspecialkindofstyle,ithasbeeninvolvedineveryaspectofourlivesandpermeateeverycornerofsociety,suchasstreetsigns,shopsigns,advertisinglanguage,warnings,propagandaslogansandsoon.Itcanbeseeneverywhereinourlives,"carefullyslidingCaution,WetFloor","BoxOfficeTicketOffice","ChinaCentralTelevisionCCTV"andsoon.Wordsweredifferenttypesofpublicitycanservetoregulatepeople'ssocialbehavior,andadjustingrelationships,improveproductivity,detercriminalsandpassioninspirationalrole.Therefore,brieflanguage,somescholarswillbepublicizedas:
"thatistoletthepublicseethetextinthepubliclanguage.English-languagecorrespondingtosay,'publicsigns"';HJ('therearescholarsisdefinedas:
"ItistheAcommonspecialstyleinapublicplace,oronlyahandfulofwords,orsimpleeasysolutioniconoriconsandtextintendedtouseeithertoexpresstheiraudiencetoarequestoracauseforsomesortofattention.[2】(withIbelievethatMr.LvHefalanguageofpublicitythatamorecomprehensiveoverviewofitscontents,natureandcharacteristics,itis:
"openandfacethepublic,notices,instructions,tips,display,warning,markingitslife,production,life,ecology,industry,textandgraphicalinformationbasedonsolidarity."[3】(Long'swell-publicizedlanguagetranslationcanmakeChina'sforeignbusinessmen,touristsintheclothing,food,shelter,transport,andsofeel"athome"asaconvenientandcomfortable.itisnecessarytotakeseriouslythewordsoftheChinese-Englishtranslationofpublicity.
1
Linguisticfeaturesofpublicity
(A)clearandconcisetext,sometimesaccompaniedbygraphics.Publicitylanguagewidelyusedinpublicfacilities,publictransport,touristattractions,foreignofficesoftheplace.Specialoccasions,specialscenarios,specialaudienceinalimitedperiodoftimetolearnandunderstandamessage,whichcallsforpublicitylanguagesimpleandclear.Wehaveseenhanginginfrontofbusinesses"business/Open"signs,customersonlyneedalittleglanceat,weknowthattheshopsareopen,"I"cangoshopping,butwehaveneverseen:
"Wearenowopenopenforbusiness/Nowweareopen"suchsigns.Thereare"internationaldepartureInternationalDeparture","touriststopClosedtoVisitors","RoomCenterHousekeepingCenter",etc.,sometimesinordertomakepublicitymorespecificfigurativelanguage,butalsoaccompaniedbyasimpleicon.
(B)Theindicative,suggestive,restrictiveandmandatoryfourfunctions.Analysisoftheapplicationoflanguagepublicityanditsfunctions,wecansumuptheabove-mentionedfourfunctions.MoreIndicativepublicityuseoflanguageinpublicplaces,itprovidesaninformationservicetothepublic,tellingthepublicwhatitislike"WulinSquareWulinSquare","PoliceStationPoliceStation","ToiletRestroom","Shanghai-Hangzhouhigh-speedShanghai-HangzhouExpressway"andsoon;suggestivelanguagepublicitytoremindthepublicofafactorphenomenon,itdidnotlimitthemeaningof,andnocoerciveintent,suchas"WetPaintWetPaint","wherethereareexplosivessafetyDanger:
Explosive","old,weak,sick,disabledpregnantandpost-secondaryseatCourtesyseats","limitedto5metershighRestrictedHeight5M"."Grassgreen.FootXiaLiuqingThegrassissofair,itneedsyourcare"andsoon;restrictivepublicityrelativelyeuphemisticlanguagebutclear,directtonetothepublicuponrequest,containrestrictionsonthemeaningoftheotherconstraints,suchas,"officespace,non-requestedMOintotheEmployeesOnly","guestsstopClosedtoVisitors","constructionsite,prohibitingaccessConstructionsite,keepout"andsoon;mandatorypublicitypublicitylanguagewherelanguageisatoneofthemosthard-line,itaskingthepublic"must"takesuchkindofaction,suchas"toprohibitovertakingNoOverta-king","leftdrivingKeepLeft","islimitedtoemergencyuseEmergencyUseOnly","NoSmokingSmokingisstrictlyprohibited"andsoon.Analysisofitsfunctionwillhelpusinthetranslation,accordingtotheirfunctionandroletotakeadifferenttranslationstrategies,inthewords,toneandsodifferent,toachievefunctionalequivalenceTranslationpublicitypurposes.
(C)canbedividedinto"dynamic"and"static."Analysisoflanguage,words,andpartofspeechpublicity,publicityisnotdifficulttofindlanguagewithbothactiveandpassivedistinction.Instructions,labeled,noticestheclasspublicitystaticwordsthephraseoftenused,suchas"ZhejiangMuseumofZhejiangMuseum","emergencyexits,EmergencyExit","HallManagerAssistantManager","InternetcafeInternetBar";withthosecontainingthecorrespondingdynamicthenatureofpublicitylanguage,toneofsuchpublicityisoftenatoughlanguage,containingrequirements,restrictionsonthemeaning,itspurposeistoarousepublicconcerninordertoachievethepurposeoftheirpromotionalmessages.Suchas"HoldthehandrailsHoldtheHandRail","dogpersonprohibitedwithintheDogsNotAllowed","lifeislimited,carelessdrivingLimityourspeed,orlimityourlife","anypointyoucaneatAllyoucaneat".Studythedynamicandstaticpublicitylanguageallowsustobetteranalyzeandhandlethepublicitylanguages,andthusamoreeffectivelanguagetranslationofpublicitytothepublicthepreciseandclearinformation.
Rationaleforlanguagetranslationofpublicity
EnglishtranslationtheoristPeterNewmarktheoreticalbasisoflanguagefunctioninthelanguagefeatureswillbedividedintosixcategories,expressivefunction(expressivefunction),Messaging(informationfunc-tion),callfunction(vocativefunction),powerofaesthetics(aestheticfunction),phaticfunction(phaticfunction),andmeta-languagefeatures(metalingualfunction),andthefirstthreecategoriesasaprimaryfunctionoflanguage.Newmarkaccordingtotheclassificationoflanguagefunction,thetexthasbeendivided.Seriousliterature,authoritativespeech,autobiography,essays,andpersonalcommunicationsfortheexpressionoftypetext;teachingmaterials,professionalreports,newspaperarticles,thesesandmeetingminutesonthetypesofinformationsuchastext;notices,publicity,advertising,brochures,andpersuasivetextforthecalltypethetext.Mustbepointedoutthatfewtextshaveonlyonefunction,thevastmajorityofthetextwithbothseveralfunctions,butonlyfocusisdifferent.Languageisakindofpublicitytothepublicdisplayofthelanguageasacommunicationtoolitisusefultodevotethenecessarymessagetothepublic,thusarousingpublicattentionandpublicitylanguageinaccordancewiththeinstructions,tips,restrictions,mandatoryandotherrequirementstofulfillorregulatetheirownbehavior.Asaresult,wecanconcludethat,publicitycallsfunctionallanguagebelongingtothetext.
Dependingonthetypeoftext,PeterNewmarkputforwardtwobasicmethodsoftranslation,semantictranslation(semantictransla-tion),andcommunicativetranslation(communicativetransla-tion)._4J('semantictranslationinthetargetlanguagelinguisticstructureandsemanticstotheextentpermittedtotheoriginalauthorintheoriginalmeaningoftheexpressiontoaccuratelyreproducethem.Semantictranslationpriorityistheoriginalformandtheoriginalintentoftheoriginalauthor,notthetargetlanguagecontextandpresentation,butisnottotranslationintothetargetlanguageandculturalscenariothing.Asthesemantictranslationtotheoriginaloneasasacredword,itmaysometimesbecontradictory,vagueorevenwrongtranslation.semanticTranslationusuallyapplicabletoliterary,scientificandtechnicalliterature,andotherequallyimportantastheoriginallanguageandcontentofthetextgenre.communicativetranslationreferstoastranslatedas"tookplaceinasocialcontextinthecommunicativeprocess"-5J(anyoneofthetranslationmethodsormeans.Althoughallofthetranslationsaretosomeextent,aswaystotranslatethecommunication,whiletalkingaboutherearetotallycommunicativetranslationtothetargetlanguagereaderorrecipient-oriented.alongthispathwaytranslatorsinWhendealingwiththeoriginal,aredesignedtocommunicateinformationratherthantocopyastringofthelanguageunit,hisconcernishowtoretaintheoriginalfunctionanditsroleinthenewreaders.communicativetranslationandstepthroughlinebylinetranslation,literaltranslationofthedifferentliesinthefactthatitputthetextintheformofwordsandsentencesshouldbeconsideredonlyasatranslatorofsomeofthefactors.communicativetranslationofitsaimsistoworktomakethetargetlanguagetranslationoftheeffectofthereaderandtheoriginalreadersofthesourcelanguagetheeffectofthesame.Inotherwords,thefocusofcommunicativetranslationisbasedonthelanguageoftheta
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