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广东外语外贸大学 本科毕业论文
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Application of DomesticationMethod in Commercial AdvertisementTranslation

Application of Domestication Method in Commercial AdvertisementTranslation 你的姓名(拼音)
Abstract:Advertisement English is an applied language with its own unique style andfunction. This unique style and function requirements of advertisementtranslation is different from other genres of translation. Extremely strongpurpose of advertising language decided to domestication method should be themain translation methods in advertisement translation. This article from theperspective of translation of domestication and foreignization, combining withthe characterization genre of advertisement English genre and discuss ofdomestication method in commercial advertising translation. Keywords:domestication;foreignization; advertisement translation

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Application of DomesticationMethod in Commercial AdvertisementTranslation

论归化法在商业广告翻译中的运用
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摘要:广告英语是一种有着独特的文体和功能的应用性语言,这种独特的文体和功 能要求广告翻译不同于其他文体的翻译。广告语言极强的目的性决定了在广告翻译 中,归化法应当成为主要的翻译方法。本文拟从翻译学归化与异化的角度入手,结 合广告英语的体裁特点,论述归化法在广告翻译中的运用。 关键词:归化;异化;广告翻译

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Application of DomesticationMethod in Commercial AdvertisementTranslation

Contents

1. Introduction ....................................................................................................................... 1 2. Advertisement .................................................................................................................... 1 2.1 The meaning of advertisement ................................................................................ 1 2.2 Purpose of advertisement ........................................................................................ 1 2.3 The style type of commercial advertisement ........................................................... 2 3. Translation theories ........................................................................................................... 2 3.1 Domestication translation method ........................................................................... 3 3.2 Foreignization translation method ........................................................................... 3 4. Domestication method used in commercial advertisements.............................................. 4 4.1 The commercial and cultural factors in translation ................................................. 4 4.2 Language factors...................................................................................................... 5 4.3 Advertisement laws and regulations ........................................................................ 5 5. Translation examples ......................................................................................................... 6 6. Conclusion ......................................................................................................................... 7 Works Cited ........................................................................................................................... 8

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Application of DomesticationMethod in Commercial AdvertisementTranslation

Application of DomesticationMethod in Commercial AdvertisementTranslation
Guangdong University of Foreign Studies Tutor:Professor
1.Introduction In today's business economic prosperity, it not good goods is naturally can have a good sale.Similar products have one thousand kinds, in order to win in the fierce business competition, businesses are often recommend their products with think hard. And under the trend of economic integration, open economy trade bring goods of international sales. Especially the rapid development of information technology, TV and phones, such as the Internet media presence is fundamentally broken the traditional cultural pattern. Today's TV,film, songs and other foreign popular culture all profoundly affects the receiving people. If today's world is an open culture blend of the world, so now the mass media is a world full of advertising. Turn on the television and turned on the radio, connected to the Internet, we are a variety of colorful advertising mostly, that is largely formed rich advertising culture. And different forms of advertising language, or embodies the culture of an enterprise, or enrichment for the promotion of product characteristics, or more specifically, the real essence of language. So in today's world of cross-cultural communication increasingly frequent, how to correctly translate foreign advertising in order to adapt to the target language of mass demand is particularly important. 2. Advertisement 2.1 The meaning of advertisement Advertising in the English word "advertisement" comes from Latin "advertere", meaning "arouse the public attention to something, and import a means used by a certain direction."The goal of advertising are diverse, but its essence is consistent, is message of a product or a service, to persuade consumers to buy its products or services.Advertising as a special discourse genre, has its own characteristics.AIDA (Attention, Interest, Desire, and Action) is that advertising businesses are familiar with the principle. 2.2 Purpose of advertisement The purpose of advertising is to draw the reader's Attention to advertising products or services (Attention), causing Interest (Interest), stimulate their purchasing Desire (Desire), and eventually to take action to consumer advertising products or services
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Application of DomesticationMethod in Commercial AdvertisementTranslation

(Action).The advertisement is success, if it can will eventually prompted the reading object to buy action.The purpose of advertising translation should be the same with the purpose of the advertising text, are all derived from merchants of demand to promote a product or service needs.The strong intention determines the writing and translation of the advertisement should take the readers as the center, the impact of the target language readers in other countries should be equal to the impact of the original advertising readers in their own country.Advertising translation has its unique stylistic features, but also fullyreproducedthe vocative function ofgoods Advertising the original written well, for readers have stronger effect purchasing function, and if the translation is less than the same role, advertising translation isunsuccessfully; When the original written is not successful, the translator in the translation does not consider the economic benefits of the translation and blindly loyal to the original, such although the translation is truthfully, but for advertising translation, is still a failure. 2.3The style type ofcommercial advertisement KatharinaReiss,(function translation school representative)think the commercial advertisement belongs to the text focus on claims. The text focus on claims not only express specific information in the form of language, their uniqueness is resulting in the form of nonverbal expression effect with unique visual angle and clear the purpose to express information. The cause of this important factor of effect is for the readers clear article is the core of translation. The texts focus on claims, to realize the function of nonverbal, any information, content, language form in a secondary position. It should arouse the reader or listener some response, prompting them to take some kind of behavior. This view contains language theory of the independent function. In terms of theory, the function is existing of all the language expression. The above is to text focus on claims of the stylistic features and unique language features. For these characteristics, KatharinaReiss in her representative work of translation criticism have specific and detailed describe. 3.Translation theories Translation as a bridge of language communication has a long history. Although translation early and development of human civilization make progress together, but build system of translation theory is struggling. Foreignization and domestication have been put forward by Lawrence Venuti in 1995, American translation theorist, in The Translator's Invisibility. Historically, foreignization and domestication can be regarded as extends the concept of literal translation and free translation, but not completely equal to literal translation and free translation. Literal translation and free translation focus on the core problem is how to deal with form and meaning in language level, and foreignization
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Application of DomesticationMethod in Commercial AdvertisementTranslation

and domestication is to breakthrough the limitation of language factors, to expand field of vision to factors such as language, culture and aesthetics. Literal translation and free translation are mostly limited to the value orientation on the level of language, foreignization and domestication is based on the value orientation of big cultural context. Domestication refers to the translation using a style of transparent, fluent, utmost ground down the original translation’s strangeness of translation strategies. It should be reflected the world where source language text is close to the world of the target language culture and readers as possible , so as to achieve the source language culture and the cultural equivalence between the target language cultures. Foreignization refers to deviate from the local mainstream values, retain the original language and cultural differences (Venuti, 2001:240).Or in a certain extent, retained the original allopatric, broke the translation of target language norm. It claims that keep the source language culture in translation, rich language expression of the target language culture and target language. Domesticating translation strategy requires the translator close up target language readers, expression habit of the target language to the target language readers, to convey the content of the original; foreignization translation strategy requires the translator close up the author, taking corresponding to the authors use the primitive expression, to convey the content of the original. 3.1Domestication translation method Comply with the target language culture and the mainstream values, the assimilation of the conservative of the original method, make its cater to local Canon law, publishing trends and political trends. The domestication method is as far as possible not to disturb the reader, and let the author draws close to the readers, the translator leaves the reader in peace, as much as possible, and moves the author forward question).Domestication translation method to transfer to the readers the basic spirit and the semantic content of the original is not in a language form or individual details one by one. Its advantage lies in its fluent and smooth language easily accepted by readers, the readers will not cause understanding obstacles, its shortcomings are translation tend to stay only in the content, plot, or the main purpose of spirit, and can't deep into the cultural essence of precipitation in the language the kernel. 3.2 Foreignization translation method Deviating from the local mainstream values, retain the original language and cultural differences.Also is in the process of translation makes the reader to the author, the translator leaves the author in peace, as much as possible, and moves the reader forward question), strive to take corresponding to the source language expression, reproduce the original style and culture.As the two translation strategies, domestication and
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Application of DomesticationMethod in Commercial AdvertisementTranslation

foreignization is the unity of opposites, complementary to each other, the absolute absolute domestication and alienation are not exist.In advertising translation practice, the translator should be based on specific characteristics of the advertising language, advertising, the purpose of the source language and target language characteristic, national culture, such as proper use two strategies, has reached the concrete and dynamic unification. 4. Domesticationmethod used in commercial advertisements The ultimate purpose of advertising is to stimulate consumer interest, make their purchases. However, for the same types of advertising. Not every language group will make the same reaction .In order to obtain the same publicity effect, make the source language use consumers use consumer buying behavior and the target language. In the process of translation must follow the principle of centering on the target language, namely domestication principle. Then the characteristics of commercial advertising to consumers as the center and at the same time also determines the principle with the center of the target language. Therefore widely used in the advertising translation, domestication theory on the basis of the domestication of advertising translation can achieve excellent results. In order to cater to the different needs of consumers in different language groups, in the process of naturalization process, many factors affect different principle rules must be taken into account, to give enough attention. Different cultural background, different language groups and countries of different legal system is a typical factors, which affect the effect of translation. Therefore in the process of naturalization, the translator should consider these factors. 4.1 The commercial and cultural factors in translation Culture is the symbol of an international, national and logo. Generalization of the complete system and language is the cultural expression means. However, due to the cultural differences between different languages in its implication. For the same language information, people with different cultural background of the understanding is different, even opposite. So wonderful successful advertising in the source language in the target language consumers have the same effect may not be the same success. Therefore in the process of advertising translation. Cultural differences must be enough .Different countries, ethnic contains unique culture. At the same time to form the unique national emotion and psychology. Four special features in order to achieve advertising, advertising translation must reflect the target language consumers unique emotional, mental, and culture. A successful advertisement fully. About the cultural background to seize the consumer's psychological and emotional. Arouse their reactions.Naturalized in the target language as the center, in the process of domestication translation of commercial
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Application of DomesticationMethod in Commercial AdvertisementTranslation

advertising should use images of the image instead of the source language culture of the target culture, to cater to the target group of the psychological and emotional. Make translation and the original up to the same effect. So domestication in the cross-cultural advertising the most basic, the most widely used translation theory. Above translation theory as the foundation stone. We can get the following conclusion: the core of a successful advertisement translation is for the full understanding to the cultural background of the target market, full grasp and highly respect the national emotion target consumers. 4.2 Language factors English and Chinese have different language application characteristics. Although there are equivalent words between China and Britain. In fact, in most cases, they are not equal. Even has recognized equivalent words, they are not completely equivalent, subject to semantics, pragmatics, discourse, and the influence of culture has restricted it. Therefore, in the process of advertising translation and product trademark translation. The translator must seek, digging in the target language for the most natural the most appropriate expression of the source language. Have the translated advertisement and trademark in the target group Easy to understand and widely circulated. In trademark translation in advertisements. Domestication principles for translation provides the most reliable guarantee. Everything in the target language on the basis of the grammatical, semantic and pragmatic features and the highest criterion, accepted by the target consumer identity, to achieve positive publicity. 4.3 Advertisement laws and regulations Commercial advertisement is for business promotion service. So you must follow the relevant publicity of laws and regulations. Law is an embodiment of national willpower and vary from country to country. So in a country for commercial publicity, content and form of commercial advertising must comply with the country's laws and regulations, or the propaganda will be closures. Advertising must be naturalized and corresponding laws and regulations. Has no other choice. According to the advertising law of the People's Republic of China. Advertising language should be about the quality of the product or service, performance, price, commitment to real, objective description. Can't exist any exaggeration and fiction: slogan must be clear, clear, not mislead consumers. Advertising language must follow the laws and regulations, cannot use or contains forbidden words or contents (for example: shall not use words such as "top", "best", also cannot contain obscene, superstitious, terror, violence and ugly aspects of content).Other laws and regulations and improve the country has its own trademark law, so the naturalization of trademark translation process must be doubly cautious. For
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Application of DomesticationMethod in Commercial AdvertisementTranslation

example, many of China's products was named after place names, but the British trademark law provisions of the trademark names should not be used. Germany and France are forbidden to use the word "diet". Many countries ban brand name with the product performance and characteristics of meaning of words. In addition, the translation of trademark violation of national laws and regulations of the target language. Must also be registered in accordance with the law, such ability are protected by the country's laws, for example, if the "merlin" to "meim". It is a registered trademark with the United States "meiIin". This will bring a lot of trouble to business. And vice versa. 5.Translation examples Case 1. Good to the last drop. Drops aromatic, wanting more.(maxwell house) the success of maxwell, technology innovation is not only coffee, more in one hundred years of its maintenance and carefully to create brand image, romantic poetic creation is maxwell brand tactic.The advertising language etymology brief but intriguing, the target language without explicit translation for "incense to the last drop of" but the beautiful four words in the Chinese language structure, created a generation of artistic conception.Meaningful language to the target language rich mellow incisively and vividly portrayed, after reading the advertisement like the fragrance of coffee is left in the lips. Case 2. Revlon (Revlon) "Revlon" was translated into "Revlon", is a model of domestication translation. "Revlon" means "heavy dew glittering and translucent, refers to the woman of good looks." Described by li bai Yang qingping word ":" cloud to clothes take to let, spring breeze sill revlon." Paying equal attention to the translation of allusions, significance, very appropriate, give a person a kind of elegant and gorgeous feeling, accord with the characteristics of the female cosmetics. Case 3. Toyota to enter the Chinese market the slogan of "in the end things will mend car, have a road have Toyota car."The AD skillfully applying a Chinese proverb, Toyota is deeply rooted in the hearts of the people.And advertising in the United States is "Not all cars are created equal." "Not all cars have the same quality."Familiar with the history of the United States knows that the United States is the beginning of the declaration of independence "All men are created equal." Toyota will own a perfect fusion of different cultures and the AD is advertisement of classic. Case 4.To me, the past is black and white, but the future is always color. To me, the past is black and white,But the future is always color.(hennessy) this advertising language source language concise, comparative and bright, the past and future together forever and ever.And the target language is not the "black and white" translated into black and white, but the free translation is bland, translated as "color" ably always color, and the target
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Application of DomesticationMethod in Commercial AdvertisementTranslation

language made use of the advantages of the target language and use of rhetoric, embodies the wine cellar artists have been well with consistent enthusiasm and the creativity of ideal diligently pursue unity, in endless create a lot of precious heritage, let's just see from the essence of hennessy spirit. 6.Conclusion The ultimate goal of commercial advertising translation: in the target language consumers to promote the sales of the product, occupy market expansion.Though the advertising translation is towards heavy meaning connotation, effect and the direction of culture, but how to find English advertising the best translation method, is still the enterprise manufacturers and translators has been the direction of the need to pay attention to and discussed.Commercial advertising has four special features, namely the promotional product or service information, attract consumers' attention, arouse their desire, contribute to the ability to buy.Therefore, commercial advertising translation focuses on the effects of the target language communities.In order to achieve the equivalent effect in the target language and source language, naturalization processing applications, this is due to the different styles of cultural background, language characteristics, factors such as national laws and regulations of the target language in the restriction and influence.

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Application of DomesticationMethod in Commercial AdvertisementTranslation

Works Cited Quirk, Randolph, et al. A Comprehensive Grammar of the English Language. London: Longman, 1985. Schleieemacher, A. On the Different Methods of Translation. Theories of Translation: An Anthology of Essays from Dryden to Derrida. Schulte, R&Biguenet, J. Chicago and London: The University of Chicago Press,1992: 42. 崔刚. 广告英语. 北京: 北京理工大学出版社, 1993: 1. 刘宓庆. 文体与翻译. 北京: 中国对外翻译出版公司, 1998; 419-427. 陆金. 谈广告汉英翻译的变通. 山东外语教学, 2000, (1): 16-19.

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