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Translating Chinese Advertisements into English_ From th

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Translating Chinese Advertisements into English_ From th

    Translating Chinese

    Advertisements into English:

    From the Perspective of

    Skopostheorie

    Submitted by Wang Xiao Yan

    Student ID number W2005B3504B0014

    Supervised by Zhai Yu Jing

    A paper submitted in fulfillment of the requirements of the

    degree of Bachelor of Arts

    The Institute of Online Education

    Beijing Foreign Studies University

    Jan 2009

    Final

    Acknowledge

    In the process of my thesis, I feel it highly committed to extend my heartfelt thanks to those who have helped me to attain the academic accomplishment.

    First and foremost, I would like to express my deepest gratitude and thanks to my supervisor, Professor Zhai Yu Jing, who offers me insightful suggestions, invaluable comments, and expert guidance. Without his careful supervision over my study and considerable care in my life, this thesis cannot be accomplished in time.

    I am grateful to my classmates and friends. Their friendship will always be a precious part of my memory.

    Last but not least, I am tremendously indebted to my family, especially my parents, for all their support, care and encouragement. They are the source of confidence and strength for me to overcome difficulties in study and life. Their love carries me through challenge one after another.

    北京外国语大学网络教育学院

    学士学位论文诚信声明

    本人郑重声明~ 所呈交的学士学位论文;是本人在导师的指导下;独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外;本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。

    学士学位论文作者签名~ 王晓燕

    日期~2009 1 1

    论文摘要

    随着世界经济的迅猛发展及中国加入世界贸易组织;全球范围内的商品流通速度更快;范围更广。越来越多的国外商品进入中国;与此同时;国内的许多厂家也把他们的产品推向国际市场。要想自己的产品在国际市场上更又竞争力;众厂家必需使用恰当的广告以便他们的产品服务更好的为国外消费者了解并接受。因而;汉英广告英译对众厂家瞄准国际市场实现产品促销具有重要作用。研究汉英广告英译具有重要的现实意义和实用价值。

    广告属于操作性文本;其最终目的和功能是说服消费者购买所宣传的产品或服务。广告这些独特的文体特征决定了广告翻译有着自身的理论依据和翻译标准。广告具有极高的商业价值;因此广告翻译以是否赢得商家利益为衡量其成败的标准。诞生于二十世纪七十年代的目的论;为广告翻译的研究开辟了新的研究视角。目的论强调译文的功能;强调译文的预期目的决定翻译策略的选择。广告主导的文本功能为移情功能;这就决定了广告文体总的翻译目的是使译文读者产生与原文读者同样的反应。因此;广告翻译不能固守忠实、对等之类的传统翻译标准;而应允许因语言文化的差异而对原文进行有意识的语言变动。本文以目的论为理论框架;探讨了在目的论指导下的汉语广告英译策略。在汉语广告的英译过程中;译者应以实现广告的预期目的为原则;根据具体因素要求;采用直译、改译、删译、增译、仿译、音译、创译等翻译策略。

关键词~目的论 汉语广告英译 策略

    Abstract

    With the rapid development of world economy and Chinas entry into WTO, the

    circulation of commodities is becoming faster and wider round the whole globe. More and more foreign commodities are entering China, and at the same time more and more Chinese enterprises are promoting their products on the international markets. To make their products more competitive on the international markets, Chinese enterprisers must use proper advertisements to make their products or services better known and more acceptable to foreign customers. Translating Chinese advertisements into English has therefore become an important part in the promotion program of Chinese enterprises aiming to enter the international market. The study of Chinese-English(C-E) advertisement translation is of great realistic significance and practical value.

    As an operative text, the ultimate purpose of an advertisement is to persuade the customers to buy products or services advertised. The advertisement has distinctive stylistic features and thus the advertisement translation has its own theoretical basis and evaluation criteria. The advertisement is of high commercial value and thus the quality of advertisement translation is often judged by the economic profits. In the 1970s, the Skopos theory put forward by the German scholar Vermeer provides a new perspective for advertisement translation study. The Skopos theory emphasizes the function of the target text and postulates that the intended purpose of the target text determines the choice of translation strategies. The primary function of the advertisement is appellative in that the advertisement translation aims at causing the target readers the same response as the source text readers. Therefore, the advertisement translation cannot follow the traditional faithful and equivalent translation principle but requires some adaptations due to linguistic and cultural differences. This paper aims at finding out the strategies applied to C-E advertisement translation. In the C-E advertisement translation process, the translator may choose translation strategies such as literal translation, adaptation, abridgement, amplification, imitation, semantic transliteration and creative translation as long as the expected

purpose of the translation can be achieved.

Key words: Skopos theory, translating Chinese advertisements into English, strategies

    Table of Contents

     Pages 1. Introduction ………………………………………………………….. 1

    1 1.1 The Significance of the Study………………………………………

    2 1.2 Language Date and Methodology…………………………………

    3 1.3 The Structure of the Thesis………………………………………

    1.1…………

    2. The Overview of Advertisement ……………….……………… 3

    3 2.1 The Definition of Advertisement…………………………………………

    5 2.2 The Origins of the Advertisement……………………………………

    6 2.3 The Functions of Advertisement……………………………………

    6 2.4 The Classifications of Advertisement…………………………………… 3. The Skopos Theory …………….. ……………………………… 6

    7 3.1 Basic Concepts of Skopostheorie………………………………

    7 3.1.1 The target-text receiver………………………………

    8 3.1.2 The translator………………………………

    9 3.1.3 The translation brief………………………………

    3.2 The Features of Skopostheorie……………………………………… 9

    10 3.2.1 Three rules of Skopostheorie…………………………

    12 3.2.2 Emphasis on target text…………………………

    13 3.2.3 Adequacy in place of equivalence………………………… 4. Cultural Factors in C-E Advertisement Translator……………… 14

    15 4.1 Cultural Differences between the East and the West………………

    16 4.2 Cultural Misunderstanding in C-E Advertisement………………………

    18 4.3 Cultural Acceptability in C-E Advertisement Translation………… 5. C-E Advertisement Translation Strategies Based on

    Skopostheorie20 ………………

    21 5.1 Literal Translation………………………………………

    21 5.2 Adaptive Translation………………………………………

23 5.2.1 Merging………………………………………

    24 5.2.2 Cultural adjustment………………………………………

    26 5.3 Abridgement………………………………………

    26 5.3.1 Abridgement for stylistic factors…………………………

    28 5.3.2 Abridgement for cultural factors…………………………

    30 5.3.3 Abridgement for cognitive factors…………………………

    31 5.4 Amplification………………………………………

    32 5.4.1 Concept explanation………………………………………

    33 5.4.2 Meaning explication………………………………………

    34 5.4.3 Cultural compensation……………………………………

    35 5.5 Imitation………………………………………

    35 5.5.1 Imitation of English advertisements………………………

    36 5.5.2 Imitation of English poetry……………………………………

    37 5.5.3 Imitation of English proverbs………………………………

    38 5.6 Semantic Transliteration………………………………………

    39 5.7 Creative Translation………………………………………

    40 5.8 Empathy………………………………………

    6. Conclusion……………………………………… 43

    Bibliography……………………………………… 46

    Appendix I……………………………………… 48

    Translating Chinese Advertisements into English: From the Perspective

    of Skopostheorie

    1. Introduction

    1.1 The Significance of the Study

    With the prosperity of commercial economy, the advertisement is playing a more and more important role in promoting products. In the context of international communication and economic globalization, the translation of Chinese advertisements into English is of crucial importance to win foreign consumers’ approval of Chinese

    products.

    According to the Skopos theory which came into being in Germany in the 1970s, the communicative purpose of the translation determines the translation strategies. This concept is especially suitable for the pragmatic style such as the advertisement with a definite purpose of persuading the customers to buy the advertised products or services.

    This paper aims at finding out the appropriate translation strategies applied to C-E advertisement translation under the guidance of the Skopos theory. The study on C-E advertisement translation strategies from the perspective of Skopostheorie is of great value in both theory and practice.

    First, the traditional translation theories cannot tackle many problems in advertisement translation practice as expected. In China, the theoretical study on advertisement translation has not been mature enough due to its short history and the influence of traditional theories. The Skopos theory breaks through the limitations of the traditional theories and provides a new angle for the development of advertisement translation theory. In China, the Skopos theory has been introduced into C-E advertisement translation practice and adds impetus to the study of translation theory.

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    Second, translation study is an inter discipline which is related to many subjects such as linguistics, cross-cultural study, stylistics, pragmatics, aesthetics, philosophy, etc. As a pragmatic style, the study on advertisement translation can enlighten the development of these subjects as well.

    Third, there are many translation criteria in both Chinese and Western translation history, but we cannot seek a satisfactory yardstick from these criteria concerning the translator’s priorities such as literal vs. free, form vs. content and semantic vs.

    communicative translating (Hatim&Mason, 1997:1).These dichotomies tend to provide a binary pair for the translator and they are merely concerned with the static relationship between the source and target texts. The Skopos theory provides reasonable explanation for these disputes and gives the solution to these dilemmas.

    Fourth, the Skopos theory lays the theoretical foundation for the choice of translation strategies. Just as Chen Xiaowei comments, ―functionalist approach has directive

    function to translation practice; besides, it has provided theoretical basis for some translation practices used to be considered against the existing criteria of translation but with satisfactory practical outcome and provoked reappraisal of certain translation methods such as abridgement and adaptation‖(Chen Xiaowei,2000:23).

1.2 Language Date and Methodology

    There are various data collection channels of Chinese advertisements. Most of Chinese advertisements in the present thesis are chosen from widely known daily life advertisements. Some advertisements and comments are extracted from academic journals and papers; some are elected from the internet, which will be illustrated in the thesis.

    The thesis adopts a comparative study between Chinese advertisements and English advertisements, with emphasis on how to translate Chinese advertisements into English versions. A descriptive method is utilized during the process of analysis.

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