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http://www.paper51.com 摘 要 copyright paper51.com 随着经济的发展，广告已经渗透到人们生活的各方面,而作为广告重要组成部分的广告语言文字，也脱颖而出，具有自己独特的风格和说明力。 copyright paper51.com 广告英语经过长期的发展，在用词、造句、修辞等方面具有一定的特点。根据不同的特点，在翻译消费广告、商业广告、服务性广告及公益广告这四类主要广告时，也要同样注意使用恰当的词汇、修辞，来表现广告应有的含义。 内容来自www.paper51.com
本文共分为四个方面着重探索广告的特征，以及广告翻译过程中的文化差异， 广告翻译的原则。 copyright paper51.com
关键词：翻译；英语广告；原则；文化差异 内容来自论文无忧网 www.paper51.com Abstract copyright paper51.com With the development ofeconomy and technology, advertising plays more and more important role in ourdaily life. Advertisinglanguage as a special kind of language is very different from common language.It has its own features in morphology, syntax, and rhetorical devices. Based onthat, we should choose proper words to express the advertising` meaning when wetranslate the four groups -Consumer Advertising, Business Advertising, ServiceAdvertising, and Public Interest Advertising. 内容来自论文无忧网 www.paper51.com This paper will be presentedin four parts. The first part is the introduction and the last is conclusion.The focus of this paper is laid on the middle parts which respectively approachto the features of advertisement language, the cultural difference in Chineseand English advertisement translation, the principle of advertisementtranslation. copyright paper51.com Key words: Translation; English Advertisements;Principle; Cultural difference copyright paper51.com Contents http://www.paper51.com Statement of Authorship …………………………………………………………………i 内容来自www.paper51.com Acknowledgements ………………………………………………………………………ii http://www.paper51.com
Abstract ………………………………………………………………………………….iii http://www.paper51.com 摘要………………………………………………………………………………………..iv 内容来自www.paper51.com
1 Introduction……………………………………………………………………………….1 http://www.paper51.com 2 Featuresof Advertising…………………………………………………………………..1 paper51.com 2.1 English Morphology in Advertising …………………………………………………..1 内容来自www.paper51.com
2.1.1 Simple and Informal……………………………………………………………….1 copyright paper51.com 2.1.2 Misspellingand Coin Words………………………………………………………2 http://www.paper51.com 2.1.3 Use of Adjectives…………………………………………………………………..3 内容来自www.paper51.com 2.2 English Syntaxin Advertising………………………………………………………...3 copyright paper51.com 2.2.1 More Simple Sentences,Less Complex Sentences……………………………….. 3 内容来自论文无忧网 www.paper51.com
2.2.2 Disjunctive Clause……………………………………………………………….....4 copyright paper51.com 3 Cultural Differences in Chinese andEnglish Advertisement………………….........4 copyright paper51.com 3.1 RelationshipBetween Culture and Advertising Language……………………………..4 paper51.com 3.2 Culture-Specificin Advertisement Translation…………………………………………6 copyright paper51.com 3.2.1 Differencesin Related Cultural Background…………………………………….....6 内容来自论文无忧网 www.paper51.com
3.2.2 Differencesin Cultural Values………………………………………………………7 内容来自论文无忧网 www.paper51.com 3.2.3 Differencesin Numbers……………………………………………………………...7 http://www.paper51.com 4 The Principle of English-ChineseAdvertisement Translation……………………….....8 http://www.paper51.com 4.1 UnderstandingTarget Language Culture Adequately………………………………….8 copyright paper51.com 4.2 Balancing the Relationship Between Metaphase and Paraphrase………………………9 内容来自论文无忧网 www.paper51.com 4.3 Adopting Transliteration and Free Translation…………………………………………9 内容来自www.paper51.com 5 Conclusion………………………………………………………………………………...10 内容来自www.paper51.com References…………………………………………………………………………………...11 paper51.com 1. Introduction paper51.com We live in a world of advertising. As potential consumers, we areendlessly bombarded with all kinds of products or services information fromvarious media including newspapers, magazines, television, radio, posters andInternet, etc. Advertising provides a valuable service to society and itsmembers, because it defines for consumers the meaning and the role of products,services, and institutions. Advertising also tells the consumer which aspecific product, brand or service to choose when it is used and thus helps himor her understand and evaluate experience with the products and services thathe or she uses. On the other hand, by making people be aware of products,service and ideas, advertising promotes sales and profits. Finally, advertisingis one of the major forces that are helping improve the standard of livingaround the world. Combined these entirely communicational factor with marketingand social functions, advertising becomes indispensable in the modern worldwhen they are translated into Chinese, and some methods are adopted. 内容来自www.paper51.com |