浅谈英汉语言文化差异对广告翻译的影响 [3]
论文作者:佚名论文属性:短文 essay登出时间:2009-04-09编辑:黄丽樱点击率:17995
论文字数:8002论文编号:org200904091535449712语种:英语 English地区:中国价格:免费论文
关键词:advertising languageculture differenceadvertising translation广告语言文化差异广告翻译
ne white sand.
“If we translate it word by word, it will not meet Chinese readers’ expectation. So abundant modifiers such as“礁红”,“成片”,and“如银”,and four-character phrases like “玲珑小巧”,and“如诗如画”are employed to make the translated version read beautiful.
“ 座座岛屿玲珑小巧,紧密相连,像一串珍珠缀成的项链,环绕着半岛边缘。
岛上珊瑚礁红,椰树成片,沙滩如银,景色如诗如画。
“The bold characters add charm to the scenic spot and contribute to the whole rhyming structure but mean nothing to English readers because they are repetitive and wordy. The same is true that in C-E translation, those superfluous modifiers should be omitted, adapted or implicit between lines so as to make the target version conform to the westerners’ aesthetic standards.”
1.3 Speech contrast[5]
The pronunciation of the language can cause the mentally different sense of hearing result, and stir up the different reaction mentally, however it is soft or clear and crisp or strong, or dignified. In advertising language, we usually make use of onomatopoeic motivation, sound symbolism and echoism which could easily cause the target audience’s aesthetic feeling. But there exist a great difference between Chinese and western speech, onomatopoeia and rhythm. As a result, it makes translator puzzled .In English advertising words, in order to make the ad full of aesthetic feeling, they often make use of alliteration, assonance, rhyme, and consonance. For example, the advertisement phrase” Never late on Father’s Day. " There are two assonance [ei] which sound musically harmonious. However, it is quite difficult to attain this aesthetic feeling in its Chinese translation. Moreover while translating we should still notice some advertisements phrase sound may cause to lead to bad meaning in another language. For example the Japanese company of Toshiba once uses an advertisement :
(3)" 东芝(Toshiba) , 东芝(Toshiba) , 大家的东芝”.This is a advertising lyric .The first “东芝”is translated into the sound "To shi ba". Hence young people jokingly read it as“偷去吧,偷去吧,大家的东西”In this way ,there’s no solemnity at all.
1.4 Semantic contrast[5]
Language is an essential part as well as the carrier of a culture, which not only reflects its racial
history and cultural background, but also includes the views, life style, and thinking method. Meanwhile, advertising language, one branch of the language, is also reflected by the culture. It is not enough for advertising translators only to know the literal meaning of an ad, for it may be endowed with extended meaning and cultural implication. Fully competent advertising translators are supposed to have a good command of religions, traditions, ethnic attitudes, the spirit of community, and purchasing habits of the target countries. Otherwise, the translated ads might go against the original intention of the producers in the following four aspects.
1) Translation conveys a derogatory sense in the target culture. For example, the Shanghai-produced pen branded as“白翎” could receive welcome in English-speaking countries, for the brand is translated as White Feather". Unfortunately, "white feather" is a symbol or mark of cowardice in English. It derives the connotation from the belief that white feather in a gamecock’s tail is a sign of a poor fighter. The English idiom, "show the white feather", means "sneak away at a critical juncture". Therefore, "white feather" is used to represent caitiffs. The translation nullifies the strengths of the company on the international market and becomes
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