商业广告翻译策略探究英语论文.doc

本科生毕业论文（设计）册

作者姓名 XX
指导教师 XXX
所在学院 XXX学院
专业（系） 英语教育
班级（届） XXXX级X班

完成日期 XXXX 年 5 月 8 日

XXXX大学本科毕业论文（设计）任务书
编 号：
论文（设计）题目： 商业广告翻译策略探究
学 院： XXX学院 专业： 英语教育 班级： X班
学生姓名： XX 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
广告是一种具有很高商业价值和实用性的文体，一则广告必须具备说服力和记忆价值。本文着重研究商业广告中英文翻译的策略，给译者提供较为实用的广告翻译方法。

2、 论文（设计）的主要内容
该论文包括五部分。本文第一部分讨论了商业广告翻译的几个基本概念和商业广告业的发展趋势。在第二部分分别从三个部分论述了中英广告用语的不同特点。接下来介绍了广告翻译的理论基础，然后将翻译理论与商业广告翻译实际相结合，总结了商业广告翻译的评价标准，以奈达的“动态对等”理论作为主要理论基础。本文的最后部分总结了在中英商业广告翻译过程中常用的七种翻译方法，并附有实例及评论。

3、 论文（设计）的基础条件及研究路线
从广告翻译的理论出发，分析广告翻译的发展，评析广告翻译的标准，主要研究路线是广告翻译的语言特点，广告翻译的理论基础，广告翻译的实践应用。

4、 主要参考文献
Eugene Albert Nida. 1964 A Synopsis of English Syntax Summer. Oklahoma: Institute of Linguistics, University of Oklahoma Press
郭著章，李庆生. 2003. 英汉互译实用教程，武汉：武汉大学出版社
刘卫东，2001，寻求广告翻译的最佳关联，南宁：广西大学出版社

5、 计划进度

阶段
起止日期
1
初定题目查阅资料
2012-12-2013-3
2
列出提纲
2013-3-2013-4
3
确定初稿
2013-4-2013-5
4
论文定稿
2013-5-08
5

指 导 教师： 年 月 日
教研室主任： 年 月 日
注：一式三份，学院（系）、指导教师、学生各一份

XXXX大学本科生毕业论文（设计）开题报告书
学生
姓名
XX
论文（设计）题目
商业广告翻译策略探究
指导
教师
XXX
专业
职称
XX
所属教研室
商务英语研究
研究方向
翻译
课题论证： 近年来随着商品经济的发展和各国经贸交往的增加，随着世界经济的逐渐融合蓬勃发展和进出口贸易的日益兴盛,来自世界各地的国家和地区争先恐后地在异国占领市场。因此，中英文广告的翻译显得越来越重要。它强调的是译文的效果，不仅要提供明白易懂的商品信息，而且还要具有原文的感染力,让译文读者也能获得同样的感受。
本文就现实生活中的一些典型的英语广告着手,从翻译效果的角度探讨如何在广告翻译中实现在功能对等的基础上的效果。本文首先讨论了商业广告翻译的几个基本概念和商业广告业的发展趋势。然后分别论述了中英广告用语的不同特点。接下来介绍了广告翻译的理论基础，首先从宏观介绍了几种较为流行的翻译理论，包括中国古代严复的“信、达、雅”，奈达以及纽马克的主要理论，然后将翻译理论与商业广告翻译实际相结合，总结了商业广告翻译的评价标准，以奈达的“动态对等”理论作为主要理论基础。最后总结了在中英商业广告翻译过程中常用的七种翻译策略，包括直译、意译、音译、增译、减译、套译、转译。
方案设计： 从广告翻译的理论出发，分析广告翻译的发展，评析广告翻译的标准，主要研究路线是广告翻译的语言特点，广告翻译的理论基础，广告翻译的实践应用。
进度计划：2012年12月至次年3月 确定题目及查阅相关文献
2013年3月31号 列出提纲
2013年4月20号 确定初稿
2013年5月8 号 论文定稿
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）文献综述
Literature Review
In translation history, Functional Equivalence is a variant of the comparable effect. Tylter, British translation theorists, was the first person who proposed the comparable effect theory. In 1790, in his book "On the Principles of Translation", he gave the "good translation" a definition: "A good translation is to completely convert the advantages of the original text to another language, enable those people in target language countries can clearly comprehend, strong feelings, just as people using the original language comprehension." This means that a good translation should be able to make the same effect in different language societies as that in the original one. The German translation theorists Kaul called it comparable effect (same effect) in the book "Art of Translation" in 1896. The concept of functional adequacy in translating has been described in a number of books and articles as“dynamic equivalence”．It was first put forward in Toward a Science of Translating (1964) and elaborated in The Theory and Practice Translation (1969) in great detail. Functional Equivalence is the same that of dynamic equivalence. Thus dynamic equivalence is defined as ‘‘that in terms of the degree to which the receptors of the message in the receptor language respond to it is substantially the same manner as the receptors in the source language” (Nida＆Tabet,1969).
At the end of the 19th century, Yan Fu, put forth the three principle of translation—faithfulness, expressiveness and elegance. Faithfulness means equivalence, mainly concerning the content. Expressiveness refers to the relationship between the message and the receptors. Elegance relate to style. In a word, Yan Fu made great contributions to the development of translation of China. Afterwards, there is a great number of translators and translation theorist such as Lu Xun, Qu Qiubai and Ji Xianlin, etc. They also put forward a lot of translation theories similar to equivalence theory in the western countries. All of them have contributed to the development of equivalence theory.
Functional equivalence is one of the most suitable translation theories for advertising translation. The term “equivalence” in translation first appeared in J.R.Firth’s writing (1957) when he stated that “the so-called translation equivalence between two languages are never really equivalent” (Snell-Hornby, 1988). Briefly， J.R.Firth，Nida, Catford, Baker, Newmark and Wilss，all of these theorists have endeavored to interpret the notion of equivalence，approached equivalence from different angles and perspectives and all have contributed much to this area of research.
In 1969 the famous American translation theorist Eugene A. Nida put forward functional equivalence theory. Unlike the traditional translation theories that mainly stress the correspondence between the source language and target language, Nida’s functional equivalence theory reader’s response. Nida points out that in order to reach the ideal translation, it is necessary to find the closet natural equivalence. Nida's functional equivalence theory opened up a new perspective to translation studies. In Nida’s view, translation is not only the equivalence of words’ meaning, but also includes semantics, and style, the message translation of both the surface lexical information, but also deep cultural information. Nida’s focus on receptor’s response in his new concept of translating is actually the theory of dynamic equivalence, which is directed primarily toward equivalence of response rather than equivalence of form(Nida,1969). In Nidas opinion, a dynamic equivalent translation must fit the receptor language and culture in order to make the translated message intelligible and natural to the target language receptors. “A translation of dynamic equivalence aims at complete naturalness of expression，and tries to relate the receptor to modes of behavior relevant within the context of his own culture；it does not insist that he understands the cultural patterns of the source language context in order to comprehend the message (Nida，1964：159).” In 1969, in Nida’s work, from one language to another, he started to use the term functional equivalence to replace dynamic equivalent. However, there is not much difference between them. Nida described functional equivalence like this: Basically, dynamic equivalence has been described in terms of functional equivalence. The translation has been defined on the basis that the receptors of a translation should comprehend the translated text to such all extent that they call understand how the original receptors must have understood the original text (Nida, 1969).” Nida further perfect his theory in the 1990s. In his book Language, Culture and Translating, he divided functional equivalence into different degrees of adequacy from minimal to maximal effectiveness on the basis of both cognitive and experiential factors. The Minimal definition of functional equivalence is “The readers of a translated text should be able to comprehend it to the point that they call conceive of how the original readers of the text must have understood and appreciated it.” The Maximal definition of functional equivalence could be stated as “The readers of a translated text should be able to understand and appreciate it in essentially the same manner as the original readers did”.

编号：

本科生毕业论文设计

题目 商业广告翻译策略探究

作者姓名 XX
指导教师 XXX
所在学院 XXX学院
专业（系） 英语教育
班级（届）XXXX级X班

完成日期 XXXX 年 5 月 8 日

An analysis of the Strategies in Translating Commercial Advertisings

BY

XX

Prof. XXX, Tutor

A Thesis Submitted to Department of English
Translation in Partial
Fulfillment of the
Requirements for the Degree of B.A in English
At XXXXUniversity

May.8th, XXXX

Abstract ⅲ

Nowadays, international trade is becoming increasingly frequent, and international advertising industry is booming accordingly. Advertising is a form of propaganda which is used by multinational corporations when they conduct crosscultural and cross-border business. In this process, commercial advertising translation plays an important role. A successful translation of an advertisement can instantly leave an indelible impression in people’s minds. In order to translate advertisings better, the translator must pay attention to some tips or strategies.
This thesis is about strategies of translating advertisings between English and Chinese. Firstly, some basic concepts about commercial advertisings are discussed, together with the development of advertising industry. Considering the differences between English and Chinese, the features of advertising texts are discussed from three perspectives respectively in the second part. The following part is about the theories of translation. This part is divided into two parts. In the first part, the popular translation theories of many theorists are introduced, such as Yan Fu, Nida and Newmark. Among these theorists, Nida’s theory of Dynamic Equivalence is considered as the fundamental theory in translating commercial advertisings in this thesis. The second chapter is about the application of Nida’s theory of Dynamic Equivalence in translating commercial advertisings. The final part of this thesis is about the seven strategies which are frequently used in practical work. All these strategies are elaborated with examples and criticism.

Key words Translation Advertising Dynamic Equivalence

摘要 ⅳ

随着国际商贸交往的日益频繁, 国际广告业蓬勃发展。广告成为了许多跨国公司商业营销的一种宣传形式。在跨文化跨国界的商业交流中，广告翻译发挥着十分重要的作用。 一句翻译到位的广告词往往可以瞬间在人们心中留下不可磨灭的印象。而要做好广告翻译必须讲究一些技巧或策略。
本文主要论述中英广告翻译中的策略。本文第一部分讨论了商业广告翻译的几个基本概念和商业广告业的发展趋势。鉴于中英文文体差异较大，本文在第二部分分别从三个部分论述了中英广告用语的不同特点。接下来介绍了广告翻译的理论基础，首先从宏观介绍了几种较为流行的翻译理论，包括中国古代严复的“信、达、雅”，奈达以及纽马克的主要理论，然后将翻译理论与商业广告翻译实际相结合，总结了商业广告翻译的评价标准，以奈达的“动态对等”理论作为主要理论基础。本文的最后部分总结了在中英商业广告翻译过程中常用的七种翻译方法，并附有实例及评论。

关键词 翻译 广告 动态对等

ⅴ
Table of Contents

Abstract……………………………………………………………………………ⅲ
Abstract in Chinese…………………………………………………………………ⅳ
Table of Contents……………………………………………………………………ⅴ

ChapterⅠIntroduction………………………………………………………………1

ChapterⅡ Explaining Advertising…………………………………………………3
2.1 Definition……………………………………………………………………3
2.2 Features of Commercial Advertising Texts…………………………………3
ChapterⅢ Related Theories in Commercial Advertising Translation……………9
3.1 Basic Theories of Translation………………………………………………9
3.2 The Criteria for a Good Commercial Advertising Translation……………11

ChapterⅣ Basic Strategies of Commercial Advertising Translation…………17
4.1 Literal Translation………………………………………………………17
4.2 Free Translation………………………………………………………19
4.3 Transliteration……………………………………………………………21
4.4 Amplification………………………………………………………………22
4.5 Omission……………………………………………………………………22
4.6 Formula……………………………………………………………………23
4.7 Conversion………………………………………………………………24

ChapterⅤConclusion ……………………………………………………………26

Bibliography ………………………………………………………………………28

Chapter Ⅰ Introduction

Nowadays, with the rapid development of the economy of China, commercial advertising plays an increasingly important role in spreading information and encouraging sales. On the one hand, Chinese products come into the world market. Many brands have acquired global praise, such as Haier（海尔）, GIANT（捷安特）, and Lenovo（联想）. At the same time, a large number of foreign brands pour into Chinese market, such as Nestle（雀巢）, Nike（耐克）, and Coco Cola（可口可乐）. Moreover, with the appearance of newspaper, radio, television, internet and other kinds of media goes hand in hand with this promising industry—commercial advertising. Whether you like it or not, it has become part of our everyday life. Commercial advertisings, especially the kind in the shape of texts, spread so fast that almost every one can match the words with the corresponding companies and products.
Under the circumstances of globalization, commercial advertisings have become an international phenomena, so commercial advertising translation has become a significant cross-cultural activity. “The advertising message today is addressed to a vaster, more stratified public, the spreading and fixing of cultural and esthetic clichés.”（Firestone, 2009）Commercial advertising translation, different from other kinds of translation, emphasizes more on adaptability, transmissibility and practicality. In the process of commercial advertising translation, the translators will meet various kinds of problems. Accordingly, in order to translate the original texts into the target-language version, the translators will adopt different kinds of strategies after repeated deliberation.
However, the study of commercial advertising translation is not enough, and it still remains unsystematic and immature. The quality of the translation of commercial advertisings goes hand in hand with foreign trade and economic communication. Once the translator makes an error, it is bound to have a great influence on the minds of customers and potential customers. What’s worst, the image of the corresponding brands will definitely be destroyed and the loss of the company and staff is uncountable. Although many enterprises have noticed the importance of this point, there are still a lot of people translate advertisings under the guidance of traditional strategies. Traditional translation theorists tend to discuss translation on the basis of faithfulness and equivalence while overlooking the subjectivity of the translators. As far as I am concerned, if we apply the traditional theories into practice, we cannot translate well in most cases. What’s more, many modern theorists put forward some new translation theories, which open a new look to this field. So, it is really necessary for us translators to make a thorough inquiry to commercial advertising translation and update the strategies based on the previous researches.
This thesis mainly discusses the most practical and the most frequently used strategies in advertising translation between Chinese and English. It is divided into five chapters including introduction and conclusion. The second chapter explains the definition of commercial advertisings and gives a short analysis to the features of advertising texts from lexis, syntax and rhetoric aspects, both from the Chinese view and English view respectively. The third chapter makes a brief review of several popular theories over the criteria of translation and points out that the Dynamic Equivalence is always the guiding concept in translating commercial advertisings. The fourth chapter is the main part of this dissertation,