广告翻译的语用失误及翻译技巧英语论文.doc

本科生毕业论文（设计）册

学院 XXX学院
专业 XXXX
班级 XXXX级笔译班
学生 XXX
指导教师 XXX

XXXX大学本科毕业论文（设计）任务书
编 号：
论文（设计）题目：广告翻译的语用失误及翻译技巧

学 院： XXX学院 专业： XXXX 班级：XXX级XX班

学生姓名： XXX 学号：XXXX指导教师： XXX 职称： XX

1、 论文（设计）研究目标及主要任务
本文的研究目标是探讨中英文广告的语言差异和文化差异引起的广告翻译中的语用失误及其常用的翻译技巧。
其主要任务是通过分析中英文广告的语言差异和文化差异并介绍翻译技巧，尽量避免翻译实践中的语用失误，提升译者广告翻译的水平和能力。

2、 论文（设计）的主要内容
本文共有三章：第一章介绍广告的语言特点和文化特点；第二章列举了广告翻译中的语用失误并分析了造成语用失误的原因；第三章分别从语言差异和文化差异两个角度介绍广告翻译经常用到的一些翻译技巧

3、论文（设计）的基础条件及研究路线
本文的基础条件是翻译学家的一些理论观点和广告翻译的实例。
研究路线是结合中英文广告的语言差异和文化差异，描述广告翻译中的一些实际存在的语用失误，并阐述了常用的广告翻译技巧。

4、主要参考文献
Leech. 1981. G. N. Semantics. 2nded. Harmondsworth: Penguin Books，1981.
Thomas, Jenny. 1983. Cross-cultural Pragmatic Failure. Selected reading for Pragmatic, 1983(2).
陈宏薇、李亚丹，新编汉英翻译教程，上海：上海外语教育出版社，2004。
蒋磊，1994，谈商业广告的翻译。《中国翻译》，1994年第5期，38-41页。

5、计划进度

阶段
起止日期
1
确定初步论文题目
3月16日前
2
与导师见面，确定大致范围，填开题报告和任务书，导师签字
3月16日-3月23日
3
提交论文提纲
3月23日-3月30日
4
交初稿和文献综述
3月30日-4月20日
5
交终稿和评议书
5月8日前

指 导 教师： 年 月 日
教研室主任： 年 月 日
XXXX大学本科生毕业论文（设计）开题报告书
XXX 学院 XXXX 专业 XXXX 届
学生
姓名
XXX
论文（设计）题目
广告翻译的语用失误及翻译技巧
指导
教师
XXX
专业
职称
XXX
所属教研室
翻译系教研室
研究方 向
翻译与文学
课题论证：
研究分析中英文广告的语言差异和文化差异并介绍常用的广告翻译技巧，以求尽量避免翻译实践中的语用失误，提升译者广告翻译的水平和能力。
方案设计：
第一章：介绍广告的语言特点和文化特点。
第二章：列举了广告翻译中的语用失误并分析了造成语用失误的原因。
第三章：分别从语言差异和文化差异两个角度介绍广告翻译经常用到的一些翻译技巧 。

进度计划：
3.14-3.16 确定论文题目
3.16-3.23 拟写论文提纲
3.23-3.30 提交并修改论文提纲
3.30-4.20 提交并修改论文初稿
4.20-5.8 拟写并提交论文终稿
指导教师意见：

指导教师签名： 年 月 日
教研室意见：

教研室主任签名： 年 月 日

XXXX大学本科生毕业论文（设计）评议书
姓 名
XXX
学院
XXX学院
专业
英语翻译
年级（班）
XXXX级笔译班
论 文 题 目
广告翻译的语用失误及翻译技巧
完成时间
XXX年5月5日
论

文

内

容

摘

要

随着全球经济一体化的加速以及中国对外开放程度的加深，我国的广告翻译行业以前所未有的速度快速发展起来。基于这一热点，广告翻译研究也变得越来越重要了。在研究广告翻译之前，充分了解广告的特点是十分必要的。在本文的第一章中，笔者分别从语言和文化两个角度分析了广告的特点，这也是当下一个引人注目的话题。然而，并不是所有的译者都能对广告的特点有很好的了解，因此在广告翻译的实践中经常会出现一些语用失误。本文的第二章旨在分析这些语用失误产生的原因并列举了一些语用失误的实例，结合例子能更清楚地阐明了解广告语言和文化特点的重要性。第三章从广告翻译的语言差异和文化差异两个角度分析了广告翻译的技巧。掌握这些翻译技巧是做好广告翻译的必要条件。

指
导
教
师
评
语

年 月 日
指 导 教 师

职称
讲师
初评成绩

答辩小组
姓名
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组长

成员

答辩记录：

记录人签字： 年 月 日
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XXXX大学本科生毕业论文（设计）文献综述
Literature Review
As one way to promote products and stimulate consumption, the advertisement is playing a more and more important role. An excellent advertisement can arouse consumers’ desire to purchase products. Therefore, it contributes to gaining profits for the producer. In order to help domestic products achieve a better performance in the global market, advertising translation is becoming more and more significant.
Since 1980s, research on advertising language could be seen in a few English journals. However, in China, the research on advertising translation was started in 1990s.
As regard to the research contents, earlier theses mainly focused on translation methods of advertising language and the questions that lay in advertising translation. This was the initial stage. Afterwards, the research contents began to involve in the criterions and principles of advertising translation. During this period, researchers recognized that many aspects in dealing with advertising translation should be taken into consideration, such as text information, aesthetic language and consumers’ psychology, etc. They held on different opinions from different perspectives. This was the contention stage. Since the late 1990s, though the discussion on criterions and principles of advertising translation continued, researchers paid more attention to the difficulties in advertising translation, such as the figures of speech in advertisements, transfer of affective factors, the reproduction of brand images, preservation of product features and etc. This was the in-depth stage.
As regard to the research methods, domestic advertising translation mainly adopted inductive method and example analyses. However, in recent years, researchers began to use the theoretical achievements in pragmatics and other relevant subjects to analyze questions occurred in advertising translation. Accordingly, they had put forward some translation strategies, which were gratifying progress.
Liu Fagong published On Principle of Chinese-English Translation of Advertising Language in 1999. He pointed out that since advertising language combined words cleverly and methodically to consumers, its translating principle should be different from the principles for literary translation or technical translation. Advertising translation from Chinese to English should not only convey the original meaning, but also carry the original advertising effect. He proposed that the principle of Chinese-English advertising translation might be "natural, exact, and plain". By "natural", he meant that the expression should be smooth and accepted by English speakers. By "exact", he believed that the translation should convey the same information of the original text accurately. As to "plain", the translation should be easily understood and not awkward for reading, that is the target text should be concise, vivid and appealing.
Jin Huikang is a pioneer in cross-cultural communication. In 2002, he published Translation in Cross-cultural Communication, in which he discussed cultural differences from the perspective of Chinese characters and English words, ways of expressing ideas, various forms of addressing in both languages and so on. He emphasized on cultural factors in translation and put forward translation strategies. At last, Jin Huikang made a thorough study in cultural differences by adding some new ideas from the perspective of public and commercial advertisements.
However, things are quite different in the foreign countries.
Richard E. Porter is the first scholar to study the theory of intercultural communication. In 1972, Porter published Intercultural Communication: A Reader. He pointed that there are eight cultural factors affecting intercultural communication. Porter assumed that there are cultural differences among different nations, which are the main obstacles of intercultural communication. He, therefore, stressed that both participants should be familiar with not only their own language and culture, but also the language and culture of others, especially their differences. In his opinion, to learn other people's culture is to understand what they mean, while to keep those differences in mind is to express clearly and not to cause misunderstanding or even hurt .By doing this, the communication could be performed smoothly. Richard E. Porter further explained that to make the other understand, surmounting obstacles in terms of culture could be the most demanding task. With a view to realize the successful communication, sometimes enculturation is necessary. In other words, vocabulary and expression patterns with strong distinctive features should be avoided, and explanation is needed when words or concept have no direct equivalents. Ignorance of cultural differences would result in failure in communication. Porter's opinion and relevant theories in intercultural communication provide the present study with a theoretical framework.
In 1982, Michael Geis published The Language of Television Advertising, which was another linguistic work in this field. He analyzed American television ads in the pragmatic perspective. The study of advertising language has close tie with communication and pragmatics, because it will be meaningless if we consider the language of ads as it stands without touching upon its goal and functions.
Vestergaard and Schroder's The Language of Advertising, which is published in 1985, analyzed the language used in advertising mainly from sociolinguistic perspective. They state "Advertising takes many forms, but in most of them, language is of crucial importance". Vestergaard and Schroder discussed both the linguistic forms and their content in written advertisements. They not only talked about the explicit message in advertisements, but also further explore the hidden social motivations implied in the advertisements.
In the research process of advertising translation, the author finds that many researchers pay more attention to improve their translation ability to translation the English advertisements. There is no doubt that we can benefit a lot from the successful examples of foreign commercial advertisements. However, with the reform and opening-up policy, China has become the biggest export country in the world. Translators have the responsibility to propagate our excellent products, thus establishing a good national and international image for China.

本科生毕业论文设计

广告翻译的语用失误及翻译技巧

作者姓名： XXX
指导教师： XXX
所在学院： XXX学院
专业（系）： 英语翻译
班级（届）： XXXX届

XXXX 年 5 月 5 日

The Pragmatic Failures and Skills of Advertising Translation

BY
XXX
XXX, Tutor

A Thesis
Submitted to Department of
English Language and Literature in Partial Fulfillment of the
Requirements for the Degree of B.A. in English
At XXXX University

May 5th, XXXX
摘 要
随着全球经济一体化的加速以及中国对外开放程度的加深，我国的广告翻译行业以前所未有的速度快速发展起来。基于这一热点，广告翻译研究也变得越来越重要了。在研究广告翻译之前，充分了解广告的特点是十分必要的。在本文的第一章中，笔者分别从语言和文化两个角度分析了广告的特点，这也是当下一个引人注目的话题。然而，并不是所有的译者都能对广告的特点有很好的了解，因此在广告翻译的实践中经常会出现一些语用失误。本文的第二章旨在分析这些语用失误产生的原因并列举了一些语用失误的实例，结合例子能更清楚地阐明了解广告语言和文化特点的重要性。第三章从广告翻译的语言差异和文化差异两个角度分析了广告翻译的技巧。掌握这些翻译技巧是做好广告翻译的必要条件。

关键词： 广告 特点 差异 语用失误 翻译技巧
Abstract
With progress in the global economic integration and further development of China’s reform and opening-up, advertising translation industry in China develops at an unprecedented speed. On the basis of this hot spot, the research on the advertising translation becomes more and more important. It is necessary to have a good knowledge of its features before talking about the advertising translation. As a result, in the first chapter, it mainly analyzes the features of advertisements from the perspectives of both language and culture, which is also a remarkable topic for the moment. However, not every translator can have a good knowledge of its features before dealing with translation. Therefore, in practice, a lot of pragmatic failures have occurred. The second chapter aims at analyzing the reasons behind those pragmatic failures and illustrating some examples of pragmatic failures. When combining with those examples, the thesis can better inform the readers of the importance of language and cultural features of advertisements. The third chapter analyzes the translation skills that are employed in advertising translation from perspectives of both language differences and cultural differences. As is known to us all, mastering those translation skills is very essential for advertising translation.

Key words: advertisements; features; differences; pragmatic failures; translation skills
Contents
Introduction 1
1. Features of advertisements 3
1.1 Language features of advertisements 3
1.1.1 Lexical features 3
1.1.1.1 Simple words 3
1.1.1.2 Adjectives 4
1.1.1.3 Personal pronouns 4
1.1.1.4 Informal words 5
1.1.1.5 Newly created words 5
1.1.2 Syntactic features 6
1.1.2.1 Simple sentences 6
1.1.2.2 Imperative sentences 6
1.1.2.3 Elliptical sentences 7
1.1.2.4 Questions 7
1.1.3 Rhetoric features 8
1.1.3.1 Similes 8
1.1.3.2 Parallelism 8
1.1.3.3 Personification 9
1.2 Cultural features of advertisements 9
1.2.1 Psychological cognition 10
1.2.2 Cultural values 11
1.2.3 Social customs and habits 12
2. The pragmatic failures in advertising translation 13
2.1 The pragmatic failures 13
2.1.1 The pragmalinguistic failures 13
2.1.2 Social pragmatic failures 14
2.2 The analysis on the causes of the pragmatic failures 16
2.2.1 Pragmatic transfer 16
2.2.2 Semantic differences 17
2.2.3 Differences between Chinese and Western culture 17
2.2.3.1 Differences of values 17
2.2.3.2 Different modes of thinking 18
3. Skills employed in advertising translation 20
3.1 Skills employed from the perspective of language differences 20
3.1.1 Literal translation 20
3.1.2 Free translation 20
3.2 Skills employed from the perspective of cultural differences 23
3.2.1 Domesticating translation 23
3.2.2 Foreignizing translation 25
Conclusion 27
Bibliography 28

Introduction
With the progress in the global economic integration and further development of China’s reform and opening-up, China’s business exchanges with other countries have been increased. As one way to promote products and stimulate consumption, the advertisement is playing a more and more important role. An excellent advertisement can arouse consumers’ desire to purchase products. Therefore, it contributes to gaining profits for the producer. With the rapid development of global economy, the advertisement is an indispensable part in modern life. We can see advertisements almost everywhere from TV and broadcast to newspapers and magazines. In order to help domestic products achieve a better performance in the global market, advertising translation is becoming more and more significant.
Before dealing with translation, it is essential for translators to have a good knowledge of both source language and target language, the features of advertisements and the background information about the products. Besides, advertising is a commercial behavior which aims at making products more competitive in the market, so employing some relevant translation skills is helpful to achieve this goal.
This thesis firstly analyzes the language features of advertisements: lexical features, syntactic features, and rhetoric features. Besides, it introduces the cultural features from the perspectives of both Chinese and English advertisements. Since many translators fail to understand the importance of knowing the language and cultural features, they may make errors in the practice. On the basis of this point, the thesis discusses some pragmatic failures that are caused by the cultural and language differences. As is known to us all, good translation needs skills. So in the next part, the thesis talks about the translation skills that are usually employed in advertising translation from the perspectives of both cultural and language differences.
All in all, this thesis gives good expressions to advertisements and to advertising translation. In this way, translators can do better in advertising translation so as to help advertisem