浅析目的论在化妆品广告翻译中的运用.pdf

摘要随着市场经济的不断发展和全球文化交流的加强，越来越多的国际品牌打开了中 国市场的大门，国际品牌的化妆品也进入了中国女性的生活之中。越来越多的中国女 性开始使用国际知名的化妆品。于是，化妆品广告翻译的至关重要性也就凸显出来了。一则成功的好的广告译本也同样也要具有广告的基本功能一一促使消费者购买产品。那么如何才能译出一则好的化妆品广告一本就成为一个问题。随着翻译目的论在翻译 界地位的逐渐确立和被认可，以目的论为指导的翻译策略和方法也渐渐被应运到广告 这一实用文体的翻译中。本文旨在对进入国内市场的国际化妆品广告及其汉译译本进 行对比分析，从而得出结论：在化妆品广告的翻译过程中，译者应以目的论为主要指 导原则确立基本的广告翻译策略。在本文主要分析了音译、直译、意译和编译这四种 翻译策略。关键词：化妆品广告；目的论；翻译策略CONTENTSChapter 1 Introduction.1Chapter 2 Brief Introduction of Skopostheorie.42.1 Hans J.Vermeer and Skopostheorie.42.2 Primary Concepts of Skopostheorie.52.2.1 Skopos Rule.52.2.2 Coherence Rule.62.2.3 Fidelity Rule.6Chapter 3 Brief Introduction of Cosmetic Advertisements.73.1 Basic Knowledge of Cosmetic Advertisements.73.2 Contrast between Cosmetic advertisements.83.2.1 Different Aesthetic Values.93.2.2 Different Views to Authorities.12Chapter 4 Cosmetic Advertisements Translation.144.1 Essence and Main Translation Standards.1442 Main Translation Strategies.154.2.1 Transliteration.154.2.2 Literal Translation.174.2.3 Free Translation.204.2.4 Adapted Translation.224.2.5 Translation Strategies.24Chapter 5 Conclusion.28References.29东华理工大学毕业设计（论文）Chapter 1 IntroductionAnalysis of the Application of Skopostheorie to CosmeticAdvertisements Translation-E-C Translation Texts as ExamplesChapter 1 IntroductionWith the global communication and economic development,advertising is playing a significant role in daily life.The amount of cosmetic advertisement takes a large share in the advertising field.China Advertising Industry Report 2006 and Research Report on China Cosmetics Market show that China has consequently emerged as the second largest cosmetic market in Asia,and the eighth cosmetic market in the world.Cosmetic industry becomes a very important one in economic field.It is not difficult to find out that cosmetics have been deeply involved in Chinese daily life,especially Chinese womens life.People are facing cosmetic advertisements everyday and everywhere.It is said that the advertisement is one of the most powerful ways to influence peoples activities.In todays cosmetic market,it is very common to see the cosmetics of world famous brands,such as Maybelline,Clinique,Laneige,Esteelauder and so on.When these world famous brands enter into Chinese market,then,the advertisements begin to take important roles in promoting the products.However,most of cosmetic advertisements in China are in Chinese.Then,translating the advertisements becomes to be more significant.It is not only an advertisements translation;it is more likely to be a process to create a piece of new advertisement in a new market.So there is a question that how the translators can 1东华理工大学毕业设计（论文）Chapter 1 Introductionreproduce a good cosmetic advertisements in Chinese.To some degree,whether a piece of advertisement can successfully promote the products largely depends on advertisements translation.However,not all the advertisement can be translated properly.Therefore,during these several years,many scholars have done a lot of research on advertisements translation,but not many of them have paid a specific attention on cosmetic advertisements.In early years,many scholars focus on the language of advertisements.Geoffery N.Leech gives a complete description of the linguistic devices employed by advertisers from a strictly linguistic perspective in his book A Linguistic Study of Advertising in Great Britain.As to the translation theory,Christiane Nord introduces Skopoetheorie in a systematic way,and she also introduces the main concepts Vermeer.Vermeer views translation not as a process of transcending,but as an act of communication.That is Vermeers approach is proper to be used in advertisements translation.In Chen Hongwei and Li Yadans book,A Course book on Chinese-English Translation,it is said that for the different texts have different functions and purposes,it is better for the translator to use different strategies.Advertisements translator should care about the function and purpose of source texts,and the target text should represent the function and purpose.After the position of Skopostheorie was confirmed,advertisement translation was set free from Equivalence-based theories.This thesis intends to do some research on the cosmetic advertisements of world famous brands and the Chinese translation versions of those advertisements,with the hope of finding out some proper translation strategies under the skopostheorie.Chapter 1 is the introduction.In this chapter,the author states the present situation of cosmetic advertisement and some basic concepts of advertisements translation.Chapter 2 is a brief introduction of Skopostheorie.In this chapter,the author introduces Skopostheorie and the three rules of Skopostheorie.Chapter 3 is a brief introduction of cosmetic advertisements.In this chapter,the author introduces the main functions of cosmetic advertisements.Chapter 4 is the application of Skopostheorie on cosmetic advertisements.By comparing English cosmetic advertisement with the Chinese translation versions,the author concludes several proper translation strategies according to the main concepts of Skopostheorie.2东华理工大学毕业设计（论文）Chapter 1 IntroductionThese translation strategies are transliteration,literal translation,free translation and adapted translation.Chapter 5 is the conclusion of this thesis.3东华理工大学毕业设计（论文）Chapter 2 Brief Introduction of SkopostheorieChapter 2 Brief Introduction of SkopostheorieSkopotheorie is an important part of functionalism.It has experienced a long time to be developed.Hans J.Vermeer is a representative scholar of Skopostheorie.This chapter introduces Hans J.Vermeer and Skopotheorie and the primary concepts of Skopotheorie.2.1 Hans J.Vermeer and SkopostheorieIn 1960s,most of translation theories are equivalence-based theories.Eugence A.Nida is the representative scholar of this school.Nida calls his approach“sociolinguistic.A general focus on straight linguistics rather than dynamic functionalism is reflected in the importance Nidas work has been given in recent surveys of modern translation theories”.(Nord,2001:5)The linguistic approaches basically saw translating as a code-switching operation.Equivalence as a basic concept or even constituent of translation was never really questioned”.(Nord,2001:7)Although,many scholars found that there are many cases of none equivalence in real practice,they still adhere to the equivalence-based concepts.There are many weaknesses of equivalence-based concepts,especially in the practice of pragmatic text,such as the great inconsistency between the equivalence-based theories and translation practice.Some of the scholars began to think about his problem.Then the new theory,Skopostheorie,turns out.Hans J.Vermeer is a representative scholar of Skopostheorie.Hans J.Vermeer first states his general position in his Framework for a General Translation Theory in 1978,and the theory is explained in detail in the book,Groundwork for a General Theory of Translation,which is co-authored by Vermeer and Katharina Reiss in 1984.Vermeer thinks that translation is to transfer 4东华理工大学毕业设计（论文）Chapter 2 Brief Introduction of Skopostheoriecommunicative verbal and non-verbal signs from one language into another.In“Vermeers approach,translation is a form of translational action based on a source text,which may consist of verbal and/or non-verbal elements(illustration,plans,tables,etc.).Other forms of translational action may involve actions like a consultant giving information.(Nord,2001:11)Any action has an aim,a purpose.So does the translational action.It is a cross-culture event”.So,the translator should be bicultural.Vermeer opposes to the static and absolute attitude to text and translation which debates on what a text is;his approach is relative to the individual situation and hence dynamic”.(Hornby,2001:46)It is clearly to see that the status of the source text is much lower in Skopostheorie than that in the equivalence-based theories.Vermeer insists that the source text is an offer of information“which is partly or wholly turned into an offer of information fbr the target audience.The main idea of Skopostheorie can be concluded as the translation procedures are justified by the translation purpose”.2.2 Primary Concepts of SkopostheorieVermeer states the Three Rules“which are regarded to be the primary concepts of Skopotheorie by the following scholars.2.2.1 Skopos RuleIn Skopostheorie,the top-ranking rule is Skopes rule,and the translational action is determined by the Skopos.That means the end justifies the means.Vermeer explains the Skopos rule in the following way:“Each text is produced for a given purpose and should serve this purpose.The Skopos rule thus reads as follows:translate/interpret/speak/write in a way that enables your text/translation to function in the situation n which it is used and with the peoplewho want to use it and precisely in the way they want it to function,f.(Nord 2001:29)Apart from the term Skopos,Vermeer uses the related words aim,purpose,intention and function.The distinction of these terms is very subtle.Vermeer believes 5东华理工大学毕业设计（论文）Chapter 2 Brief Introduction of Skopostheoriethat as a general rule,the teleological concepts aim,purpose,intention and function to be equivalent,subsuming them under the generic concept of Skopos.The Skopos is determined by the receivers/addressees.The translator should justify their translational actions to the specific Skopos.2.2.2 Coherence RuleVermeer believes that the source text is just an offer of infbrmation“from which each receiver selects the items that they find interesting and important.From this point of view,it can be referred that a target text is an offer of the information that provided by a translator in a target culture and language about the information that provided by someone else in the source culture and language.The task of a translator is to produce a meaningful text for the target-culture receivers.This demands that the target text must be full of coherence,or in other words,be readable.In Vermeers term,it is the standard of intratextual coherence9.This means the receiver should be able to understand it;it should make sense in the communicative situation and culture in which it is received.A communicative interaction can only be regarded as successful if the receivers interpret it as being sufficiently coherent with their situation.(Nord,2001:32)2.2.3 Fidelity RuleSkopos rule and coherence rule do not means that there is no restriction to the translational action of the ttanslater.Because that Vermeer regards the source text as an offer of infbrmation,?and a translation!is an offer of information about a preceding offer of information,then it is expected to bear some kind of relationship with the corresponding source text.Vermeer calls this relationship intertextual coherence or fidelity.Fidelity rule is considered subordinate to intratextual coherence,and both of these two rules are subordinate to the Skopos rule.If the Skopos requires a change of function,the standard will no longer be intertextual coherence with the source text but adequacy or appropriateness with regard to the Skopos.And if the Skopos demands intratextual incoherence,the standard of the intratextual coherence is no longer valid”.(Nord,2001:33)6东华理工大学毕业设计（论文）Chapter 3 Brief Introduction of Cosmetic AdvertisementsChapter 3 Brief Introduction of Cosmetic AdvertisementsWith global economic development,advertisements become more and more important in promoting the products and building brands.People can reach any advertisements through television,radio,newspapers,magazines,internet,brochures,even shopping bags and so on.Whenever and wherever people are,they will find various kinds of advertisements are around them.3.1 Basic Knowledge of Cosmetic AdvertisementsThe word advertise“comes from the Latin word of advertere“which means“to make known to the public,to bring into notice,to draw attention”.In Chinese,the term in the same meaning is Guanggao(广告).The American Marketing Association(AMA)gives a definition of advertising which is most acceptable that is the non-personal communication of information usually paid for and usually persuasive in nature about products,services or ideas by identified sponsors through the various media.There are some main functions of advertisements:informative function,aesthetic function,expressive function and vocative function.Generally speaking,a written advertisement is composed by trademark,product name,headline,slogan,body text and illustration.These parts have different functions in advertisement text.Cosmetic advertisements as a kind of specific advertisements,however,have some unique characters.According to Oxford Advanced Learner s English-Chinese Dictionary,cosmetic is a substance that you put on your face or body to make it more attractive.(Wehmeier,2000:378)Every kind of advertisements has its target customers.The target customers of7东华理工大学毕业设计（论文）Chapter 3 Brief Introduction of Cosmetic Advertisementscosmetic advertisements are mainly women,who want to be more beautiful or remain looking young by using cosmetics.So one of the features,also the most distinct feature is that whatever the language or illusions in cosmetic advertisements are full of flowery expressions.The flowery expressions can help to build up a beautiful image in the customers minds and make them feel good.The cosmetic advertisements spread the fashion trends when they show the judging standards of beauty.The languages of the most cosmetic advertisements reflect what the fashion is today.So,the second feature is that there are many fashionable words.In order to reach this purpose,the advertisers always invite some celebrities who are mainly beautiful and young women.So,these celebrities are the third feature of cosmetic advertisements.Cosmetic advertisements as a specific kind of advertisements,has some same functions as advertisements,such as vocative function,informative function,and aesthetic function.The main purpose of cosmetic advertisements is to persuade the target customers to purchase cosmetics.In order to gain this purpose,advertisers always use implicit assumptions in the advertisements.This is the forth feature of cosmetic advertisements.It has been mentioned that the functions of advertisements are the informative function,aesthetic function,expressive function and vocative function.Cosmetic advertisements also belong to the category of advertisements,so cosmetic also have such functions.However,the typical functions of cosmetic advertisements are informative function,aesthetic function and vocative function.3.2 Contrast between Cosmetic advertisementsBecause of culture differences,although the purpose of cosmetic advertisements is the same,to promote and sell the products,the forms are different from each other.The different aesthetic values and the different views to authorities are the most prominent characters reflected in cosmetic advertisements.Analyzing on