廣告的翻譯
5.8萬(wàn)字 29頁(yè)
論文+開(kāi)題


Abstract

Today, advertisement is very important in the world. The intensification of international exchanges involves a growing need for communication and thus of translation. The amount of advertising translations is already substantial and keeps increasing. In this regard, it follows the opening of new linguistic areas to international trade. The media are more and more varied: the press, the radio, television, and the Internet. The multinational advertising agencies, the cross-border television networks, and the success achieved by multilingual publications have contributed to the expansion of this phenomenon. Different country has different culture, and the specific surely has strong impact on the certain language. American Marketing Manager’s Handbook points out that an advertisement should have four functions: AIDA, which represent four words—Attention, Interest, Desire, Action. Culture influence the language in advertisement......


摘 要

在當(dāng)今世界，廣告在這個(gè)世界上占據(jù)著非常重要的位置，在當(dāng)今的社會(huì)和世界對(duì)廣告翻譯的需求大大增加，現(xiàn)在的數(shù)量已經(jīng)相當(dāng)可觀，而且還在不斷的不斷的飛速增加.在這一點(diǎn)上，它涉及到了語(yǔ)言學(xué)和文化的領(lǐng)域。媒體的種類(lèi)是越來(lái)越多：新聞媒體、收音機(jī)，電視和英特網(wǎng)?？鐕?guó)公司廣告社, 跨邊電視網(wǎng)絡(luò), 這些一系列的改變使得廣告翻譯的需求供不應(yīng)求。它不是僅僅源自計(jì)算機(jī)科學(xué)詞匯改變名稱(chēng)而來(lái),但要徹底改變就得從真正的性質(zhì)和語(yǔ)言和文化的轉(zhuǎn)讓方式入手,從一種語(yǔ)言變?yōu)橐婚T(mén)學(xué)問(wèn)。本文詳細(xì)的介紹了翻譯的發(fā)生及演變過(guò)程，在國(guó)際廣告翻譯中，文化扮演一個(gè)主角，翻譯不僅應(yīng)該履行原廣告的功能，而且應(yīng)該符合目標(biāo)語(yǔ)言的文化背景。本文著重表明了文化在國(guó)際廣告翻譯中的作用。四種最基本的翻譯方法是最充足豐富的例子。它設(shè)法展示文化相等的意義和說(shuō)明每種方法的適用性和可行性。所以，在某中意義上來(lái)說(shuō)的話，廣告的翻譯就顯得尤為重要。市場(chǎng)的需求導(dǎo)致了大量的廣告翻譯人才的出現(xiàn)，他對(duì)全球經(jīng)濟(jì)的推動(dòng)，和不同民族不同文化的人們的相互了解起了一個(gè)不可代替的作用。廣告翻譯在語(yǔ)言上有著他非常獨(dú)特的一面，在不同的民族和文化里，同一個(gè)詞可能有好多種意思，也許在中國(guó)是褒義，可是到了法國(guó)或者美國(guó)就成了貶義，所以在廣告的翻譯中有著很多的技巧，他是一門(mén)很獨(dú)特很有意思的學(xué)問(wèn)。本文正是對(duì)廣告翻譯這一課題進(jìn)行了語(yǔ)言，人文，上的研究。從廣告的定義和特點(diǎn)入手，并舉例分析，最后總結(jié)翻譯技巧。

關(guān)鍵詞：國(guó)際廣告；文化影響；翻譯技巧




Contents

1. Introduction-------------------------------------------------------------------1
2. The definition of translation in advertisement ---------------------------3
2.1 Definition of advertisement -----------------------------------------------4
Features of advertisement--------------------------------------------------5
3. The importance of culture in advertisement translation -----------------9
4. Translation---------------------------------------------------------------------11
4.1 Examples---------------------------------------------------------------------14
4.2 Cultural differences resulting in mistakes -------------------------------19
4.3 Translation techniques in advertisement ---------------------------------21
5. Conclusion---------------------------------------------------------------------22
References------------------------------------------------------------------------24