1、序號(hào):天津市咼等教育自學(xué)考試英語(yǔ)（本）畢業(yè)論文論文題目：（英文） On Applicati on of Strategies inAdvertiseme nt Tran slatio n論文題目：（中文） 論翻譯技巧在廣告翻譯中的應(yīng)用答辯成績(jī):考生姓名: 準(zhǔn)考證號(hào): 身份證號(hào): 指導(dǎo)教師: 完成日期:畢業(yè)論文誠(chéng)信聲明本人鄭重聲明：我所提交的畢業(yè)論文 論翻譯技巧在廣告翻譯中的應(yīng) 用_是我在指導(dǎo)教師指導(dǎo)下獨(dú)立研究、寫(xiě)作的成果，論文中所引用他人的 無(wú)論以何種方式發(fā)布的文字、研究成果，均在論文中加以明確標(biāo)注；對(duì)有 關(guān)教師、同學(xué)和其他人員對(duì)本文的寫(xiě)作、修訂提出過(guò)并為我在論文中加以 采納的意見(jiàn)、建議深表謝

2、意。如在論文中涉及抄襲或剽竊行為，本人愿承擔(dān)由此而造成的一切后果 及責(zé)任。ContentsAbstract (in Chinese) IAbstract (in English) . IIChapter I. Introduction . .11.1. History of Advertisement . .11.2. Aims of Advertisement 1Chapter . Literature Review 22.1. Review of the Previous Studies 22.2. Summary 3Chapter 皿.The LanguageFeatures of Ad

3、vertisement43.1. Lexical Characteristics43.2. Syntactic Characteristics73.3. Rhetoric Devices8Chapter IV. The Problems in Advertisement Translation104.1. No Consideration of Culture Difference andConsumption Psychology114.2. Lack of Artistic Appeal in Translation134.3. Paying More Attention to the P

4、attern instead of theContent14Chapter V. Advertisement Translation Strategies155.1. The Respect and Good Command of NationalPsychological Differences .165.2. Literal Translation 185.3. Free Translation 195.4. Amplification and Supplementation21Chapter VI. Conclusion 21Work Cited 23摘要隨著全球化及國(guó)際貿(mào)易的發(fā)展， 廣

5、告越來(lái)越多的走進(jìn)人們的 視界。可是，生活中很多廣告由于在英漢翻譯的過(guò)程中翻譯不當(dāng)， 不僅給企業(yè)帶來(lái)一定的負(fù)面影響， 而且在一定程度上還會(huì)影響國(guó) 家形象。因此，如何利用翻譯技巧來(lái)解決廣告翻譯中存在的問(wèn)題， 已是擺在商務(wù)翻譯人員面前的一個(gè)現(xiàn)實(shí)問(wèn)題 . 為了更好的支撐這 一主題，本文利用舉例法， 對(duì)廣告翻譯的特征和問(wèn)題進(jìn)行分析并 給出解決策略。 第一部分對(duì)廣告做介紹； 第二部對(duì)相關(guān)研究領(lǐng)域 的文獻(xiàn)及其作者觀(guān)點(diǎn)的進(jìn)行綜述，從而總結(jié)出自己的研究方向 ； 第三部分集中分析廣告的語(yǔ)言特征； 第四部分闡述廣告翻譯中存 在的問(wèn)題；第五部分提出廣告翻譯的策略；第六部分重申主題。關(guān)鍵字 ：廣告翻譯；問(wèn)題；技巧應(yīng)用A

6、bstractWith the development of globalization and international trade，more and more advertisements come into our sigh，tbut, there exist many problems in the process of translation between Chinese and English. It not only brings some bad effects on these enterprises, but also affects the image of a co

7、untry. To support the thesis, the paper adopts the method of exemplification to analyze the characteristics and problems of advertisement translation. It is divided into six parts. The first part makes an introduction to advertisement. The second part is a literature review of advertisement translat

8、ion in the academic circle and sums up the authors viewpoint of this paper. The third part analyses the features of advertisement. The fourth part puts forward problems in the process of advertisement translation. The fifth part includes some advertisement translation strategies. The sixth part is t

9、he conclusion, restating the thesis of the paper.Key words: advertisement translation; problems; application of translation skillsChapter I. Introduction1.1. History of AdvertisementAdvertisement emerged from the womb of commodity production and exchange. The condition for the existence of advertisi

10、ng is that we live in a material world.Advertisement was not known in ancient Greece and Rome, but advertising as we recognize it did not start until the seventeenth century in the West. It was about at this time that newspaper began to circulate. Meanwhile, the great breakthrough for advertisement

11、came only in the late nineteenth century. In the twentieth century, advertisement developed rapidly. Our current economic structure is shifting from the entirely planned economy system, so advertising is becoming more and more active and sophisticated under market economy.1.2. Aims of AdvertisementT

12、oday one can hardly escape advertisements as we are living in a very commercial society. Advertisement is not only a means of economic activity, but also of cultural communication. It is like a kind of invisible force which directs the living styles and consumption habits of people （趙文靜 23） . When d

13、oing the translation of the inter-cultural advertisements, translators must pay much attention to the cultural factors.To expand the international marke，t every country makes full use of advertisement to present products and persuade consumers to purchase. Moreover, advertisers want potential purcha

14、sers to consider what special features our products have compared to all other similar products or services. The purpose is to persuade people to take some actions to purchase.Chapter II. Literature Review2.1. Review of the Previous StudiesThe objective of this chapter is to review some relevant art

15、icles in journals，books and newspapers, from which I learn more information about some features and problems in English and Chinese advertisements translation and how to avoid these problems. Many specialists have contributed some skills to increase the charm of advertisement. Cao Zhiyun, the author

16、 of “ the Art of Advertisement language”, says that the language of advertisement is charming, a good advertisement can refresh the spirit of people. (25) .The author of English Advertisement Translation, points that it s necessary to consider the limitation of discourse and context and try to retai

17、n the structure of original form of advertisement. (86). Wu, Guojian and Yu Xiaoping, the author of On Translation of International Advertising and Its Culture Factors, strongly emphasize the importance of cultural background when doing advertisement translations. Li Kexing, the author ofThe Strateg

18、ies of Advertisement Translation, explains that skills in advertisement are critical, because with the help of the skill, you can not only make the advertisement attractive, but also increase the customers and profits for your company. (95). He pays more attention to the strategies of the respect an

19、d good command of national psychology. He said your translation must suit the psychologies and culture of the nation. So it is very necessary for us to learn the feature of the advertisement, only in that way, can you enhance your skills of advertisement translation. (118).2.2. SummaryAfter reading

20、a quantity of books and papers, I have had a deep learning and known more characteristics about the translations between Chinese and English advertisements. Many specialists have contributed some papers and researcheson the characteristics of Chinese and English advertisements, and have putted forwa

21、rd some strategies on avoiding the shortcomings between Chinese and English advertisements translation. But I still humbly think that there is still some room to find more detailed strategies when doing translations between Chinese and English advertisement. This paper goes further to deal with the

22、application of lexical and grammaticalcharacteristics in both Chinese and English advertisements. On the basis of having a good understanding of them, we will have enough knowledge and concepts to find out the problems in translation, be more alert to these problems, and whats more, to strengthen ou

23、r skills to make the translation more perfect.Chapter III. The Language Features of Advertisement3.1. Lexical Characteristics3.1.1. Vocabulary FeaturesAdvertisement words tend to be simple and paying more and more attention to the beauty of the words. In a word, advertisement must be brief, vivid, a

24、nd has strong influence. （ 曹志耘 35）. The designers of advertisements usually turn to the functions of words to attract consumers to the goods. For example:（ 1）my goodness, my Guinness.我的天，我的Guinn ess啤酒。（啤酒廣告）。（2）Born to shine.我本閃耀！（ LG 手機(jī)）。（ 3）晶晶亮 , 透心涼 . （雪碧飲料廣告）。（4）Scots whisky uncommonly smooth. 蘇

25、格蘭威士忌，口感滋潤(rùn)，非同凡響。No matter they are in Chinese or English, these advertiseme nts are very classic and perfect. They can attract people immediately as soon as they see them. Take the (2) as an example; at that time, the shi ne is the only one who owns a pure sta ini ess steel metal shell in the mobile

26、 phone market. Through the ad, the shinny appearanee makes it distinguished to attract more consumers to purchase, on the other hand, it seems like that who owns the LG mobile pho ne, who will has a shi ny and fashi on able life.3.1.2. Freque nt Use of Comparative Adjectives and Superlative Adjectiv

27、esSometimes we can take the measure of literal tran slatio n to make expressi ons con cise. For example:(1) Minolta finest to put you finest!第一流的美能達(dá)，第一流的你!(美能達(dá)攝影器材廣告)。(2) Lets make things better.讓我們做的更好！(飛利浦廣告語(yǔ))。In the example (1), we learn that Minolta product is the best and fin est, the fin est f

28、eature suits the fin est own er. It not only dem on strates the perfect quality, but also makes con sumers feel that they are the best if they own a Minolta. Correspondingly, it will in crease the volume of sale. In the example (2), Thought the sentence is very pla in, no tsple ndid, it feels so rea

29、l, humble, n atural and believable. This is because the Philips products consistently have good quality in the consumers mind, and the Philips have formed a highly image trusted by slogans to be convincing.3.1.3. Innovative Way of Spelling to Attract ConsumersThe most important is that ad should be

30、always creative in language(. 朱劍飛 89 ). Ads will absolutely leave deep impression on consumers if they can keep this feature. For example: (1) Give me a Timex-to all, and to all a good time. 擁有一塊天美時(shí)表 , 擁有一段美好時(shí)光。(2) I Chocolate You！愛(ài)你就像愛(ài)巧克力！ ( LG手機(jī))。In example (1), Timex is composed by Time and Excel

31、lent. It means that the time of the clock is very accurate. The ad will absolutely attract buyers.In the example (2), it is a very classical ad of LG mobile phone. Chocolate is a noun, but here, the ad regards it a as a verb to use. Actually, in the ad, the chocolate stands for the color of the LG m

32、obile phone. In our mind, chocolate means being romantic, warm and comfortable.It also has some connections with love, when consumers see the ad, I love you will appear into their mind, so as to arouse the desire of consumers to buy one.3.1.4. Being Targeted at Different ConsumersThe aim of advertis

33、ement is to make consumers know more about the product. So, the designers use vivid language on the basis of product s features. For example, Tides in. Dirts out. （ 汰漬放進(jìn) 去 , 污垢洗出來(lái)汰漬洗衣粉 ） 。The advertisement is targeted at certain group of consumers. It fully exposes the characteristics of the product

34、s. When you use the Tide to wash your clothes, it becomes so easy, because you just need to put it in, which saves much time. It indubitably makes consumers remember the product inadvertently.3.2. Syntactic Characteristics3.2.1. Concision in styleSimple sentence pattern is good to memorize. Being co

35、ncise in style is the basic feature of advertisement. The biggest advantage is that it can enable consumers to remember an ad and then associate it with the products easily. Besides, one more word in the text means one or more dollars for the company. Thus, ad composers are often required to keep th

36、e feature all the time. In some cases, companies will apply well familiar words or the most popular phrases to make advertisement texts more acceptable for people. Lets enjoy the following ads:（1） A world of comfort. （ 航空公司廣告 ） 。 A world of art - Scotch Whiskey.（威士忌酒廣告）。3.2.2. Imperative SentenceIn

37、general, declarative sentences are used in advertising language. However, in order to deepen the impression of readers, the designers use some interrogative and imperative sentences, for example:(1)Just do it. (耐克廣告 )。(2) Buy one pair. Get one free. (買(mǎi)一送一 )。(3) Catch that Pepsi spirit. Drink it in.

38、(百事可樂(lè) ) 。(4) Come to where the flavor is, come to Marlboro country. ( 萬(wàn)寶路 香煙)In order to impress and reduce the cost of advertisement, imperative sentence becomes a good choice. These familiar advertisements thought it is simple, they have a strong appeal. These advertisement words are popular and c

39、olloquial. It not only shows the extraordinary momentum, it makes the features of the product clearly to earn the consumersattention and arouse the consumers impulses to purchase. Like the example (2), the imperative words are full of temptation.3.3. Rhetoric DevicesIn advertisement language, it is

40、easy for us to see figurative speech here and there. Almost all figurative devices are frequently applied in advertisement. Rhetoric device increasesthe fascination and attraction of an advertisement. It mainly includes pun, personification, rhyme, parody and so on（. 徐敏 7 ）. The proper use of such r

41、hetorical devices will help advertisements to realize commercial purposes through artistic forms.PunPun is the most common method used to translate advertisements. It is to make some certain sentences contain double meanings of extension and intension by using the pronunciation and meaning of a word

42、. It is an amusing application of a word or phrase that has double meanings which will attract consumers attention as well as keep the translation principle of conciseness. However, it is not easy to leave a deep impression on consumers. Except for its meaning, the words usually closely relate to th

43、e features of a certain brand or product. This coincidence wont take place regularly. There are still many words which sound or look alike. For example: （ 1）Coca cola refreshes you like no other can. 沒(méi)有什么能像可口可樂(lè)那樣令您神清氣爽。（ 2）Ask for more. （香煙廣告 ）。（ 3）Spoil yourself and not your figure. （冰淇淋廣告 ）。 （4）百衣

44、百順. （蒸汽熨頭廣告）。These example are very good ones in using the rhetoric devices of pun, which means a word stands for two meanings, it not only makes the customers to remember the product, but also have a deep impression of the advertisement. Take the （1） as an example, the word “ can”wh,en it is used a

45、s a noun, it means a bottle of Coca cola. When it is used as a verb, it means Coca cola refreshes you like no other can. This ad is full of fun and wit, and makes consumers to remember the product with the ad for a long time.3.3.2. RhymeThe use of rhyme can make an advertisement rich in rhythm. It m

46、akes the audience joyful when hearing the pleasing sound. English advertising has alliteration, half and end rhyme. Example 1: Feel good, fast food.（ 快餐廣告 ） 。Example 2: Hi-fi, Hi-fun, Hi-fashion, only for SONY. （高度保真，高級(jí)趣味，高尚名流，來(lái)自索尼 ） 。Hi-fi means fine quality. Hi-fun is high-fun. Hi-fashion is high-

47、fashion. Three compound nouns leave person a strong metrical sense in pronunciation and form.Chapter IV . The Problems in Advertisement TranslationAdvertisement is a special carrier of language form. It has a close relationship with the language culture. Different nations have different culture back

48、grounds, political views, religious beliefs, national psychologies, traditional habits and so on. In some degre，e advertisement embodies some sorts of aesthetics. We should be careful when doing advertisement translation. Now the author would like to discuss some problems in advertisement translatio

49、n.4.1. No Consideration of Cultural Difference and Consumption PsychologyIn a great number of cases,advertising language is closely associated with culture. Breaking away from it, language makes no sense in advertising. Therefore, the application of a language is restricted by cultural phenomena. In

50、evitably ， advertisements are marked by different cultures. For instance, “杜康 ” is quite a well-known wine brand in China. Seeing this name, most Chinese people will spontaneously associate it with the man Du Kang who invented wine. His name is the symbol of Chinese wine culture and carries great cu

51、ltural information to Chinese people. However, if we put the wine with Chinese phonetic writing “ Du Kang” on shelves of American supermarkets, it means nothing to most American people but a name of a strange man far away in Eastern Asia. However, those who have read Greek mythology must know that a

52、mong those gods on Olympus there was a god of wine called Bacchus. This name conveys similar cultural information in western countries as Du Kang does in China. Therefore, the English translation“ Du Kang Chinese Bacchus” will be much more acceptable and easier recognized by people in English-speaki

53、ng countries.Besides, we know that Chinese people advocate collectivism, while people in English-speaking countries or western countries advocate individualism. Chinese people often follow the likes and dislikes of the vast majority. Consequently，this cultural difference is naturally reflected in th

54、eir consumption psychology. That is why phrases like “老少皆宜、我們都喜歡” are so popular in China. However, in English-speaking countries, individual feeling about certain product, not the majoritys, is what people really care. Those common characteristics of advertisements in different languages make the t

55、ranslation possible, while their differences make it flexible and hard. A translators main task is to make the target audience perfectly understand what the advertisement means so that they may take interest in its information and accept what is advertised and be convinced to take certain action as

56、the advertiser intends. Therefore, certain translation strategies should be taken to achieve the special purpose of advertisements and develop the special persuasive function at its best.Another example, several years ago, there was a very popular battery brand whose Chinese name is called “white el

57、ephant”. In China, white elephant means everything is well. Then it was translated into “white elephant”and sold to western countries. It not only wouldnt attract foreign consumers, but also made them hate it. The reason is that white elephant means a burden of possession in English speaking countri

58、es. Almost nobody would like to buy this kind of invaluable product.One more example: we exported a kind of lipstick called “ Fangfang ”In. Chinese culture it makes us think of beauty and elegant girls. But when it was exported to foreign market, no one bought it. In English culture, fang is a word which means a long and sharp tooth of a dog or a snake. When seeing the advertisement, consumers would be frightened.4.2. Lack of Artistic Appeal in TranslationIn terms of the artistic appeal of language in advertisement translation, it is better for us to judge whether it be good or bad