LIUMIQING’SFOURPRINCIPLES USED IN TRANSLATION OF ADVERTISEMENT刘宓庆四大原则在翻译广告中的运用.doc

学校代码：10661 中图分类号：H319.3专业代码：050211 学生学号：20071815遵义医学院本科生毕业论文（设计） 论 文 题 目：LIUMIQINGSFOURPRINCIPLES USED IN TRANSLATION OF ADVERTISEMENT 刘宓庆四大原则在翻译广告中的运用 姓 名： 陆晓芳 部 系： 外语系 专 业： 英语专业 年 级： 2008级 联 系 电 话： 13481245159 E - mail ： 870027283 指 导 教 师： 许明 遵义医学珠海校区2011年 7 月 30 日Contents摘 要Abstract I. Introduction1II. Background 11.1 Current researches on translation of advertisement21.2 Problems on methodology41.3 The significance of the paper4. Introduction to Advertise.42.1 The definition of advertise.52.2 The functions of advertise.52.2.1 The functions of transmitting.62.2.2 The functions of persuasion62.2.3 The functions of stimulating consumption.6. Introduction to Some Theories Applied to Advertise.63.1 The basic 4 principles in transferring the field of language.63.2 Current researches of Liu Miqing theory used in China6. Common Problems on Translation of Advertisement74.1 Errors on some literal translation.74.2 Neglect on the various kinds of culture .84.3 Neglect on the different kinds of style.9 . The Theory of Liu Miqing.105.1 The equivalent principle105.2 The parallelism principle.115.3 The substitute principle.115.4 The contradiction principle12 5.5 Other important rules applied in advertise.13. Conclusion.15. Bibliography.16Acknowledgements17【摘 要】广告是商品经济发展的产物，已经成为人们经济生活中不可缺少的一部分。跟随经济全球化发展的脚步，越来越多的国外公司到中国投资设厂，开辟新的市场，英语国家的公司和商品来到中国后，英语广告将在市场推广中扮演更重要的角色。因此广告翻译的地位在经济发展全球化的推动下尤为重要，并能促进不同国家的文化交流与发展，但因为广告是一种特殊的文体，在词法，句法和修辞方面均有许多不同于其它普通语体的特点这些特殊的性质决定了广告翻译不能与一般的翻译混为一谈。因此，本文试图分析翻译广告文体的一些原则，定义出合适的方法，为广告翻译的发展作出进一步努力。关键词：广告翻译 广告的作用 广告翻译的原则 翻译技巧【Abstract】Advertise is the product of economy development, and has become an indispensable part in peoples economic lives. Following the step of globalization, more and more overseas companies invest in China and establish factories, some English entrepreneurs and commodities have come to China, therefore the position of English advertise can be largely improved and take a more crucial role. Hence, the translation of English advertise is more important ever than before under the impulse of economy globalization, and can promote culture exchange and development between different countries. However, advertise is special style, and has many various characters which different from those of usual style in the grammar used in vocabulary, sentences and rhetoric. These special characters determine that the translation of advertise can not be confused. In result of that, this paper tries to analysis some principles applied in the translation of advertise, and to identify some appropriate method, and make some endeavor to the development of advertise translation.Key words: Translation of advertise ; The functions of advertise; The principles used in translation of advertise ; And some skills- 16 -I.Introduction Commodity globalization can not live without the globalization of advertise. Facing with the increasing international commercial competition, the improving products brand require the function of advertise. Therefore, the translation of advertise plays a more and more important role. In the severer market competition, commercial advertise invokes outside connection, and communication, build an invisible bridge between the manufacturers and customers. the character of advertise regulates the English advertise, it must be quite short, simple and can reach its effect. At the same time, it also needs to be novel, enjoyable and can directly express the unique of advertise, give the customers an impressive feeling. So does the translation of advertise .Advertise activities are not only the simple commercial activities, international advertise translation is a kind of cultural communication, the interaction of language, the translation can never be a kind of one to one relative language transferring or word exchange, but rather it should protect the equivalent semantic of the deep structure, under the condition of similar functions, to reshape the surface structure ,in particular ,we should pay attention to the local culture. The translation of advertise should try to maintain the spirit of the national culture and the style of the local language, attach great importance to the cross culture , cross language factors, in doing so, we can eliminate the difference between various culture and language, reach the equivalent functions, so that can ensure the real achievement of cross culture communication.Background Advertise, the word comes from the Latin language “advertise”, which means to cause attention ,it aims to introduce some products or services to the public ,the English advertise , as a kind of applied language and its special effect ,now has gradually separated from the usual language and further developed into a very regulated ,specific language .Translation means in a particular environment ,as for the specific purpose ,to translate for the specific receivers (Vermeer,1987:29).Nowadays the translation of English advertise belongs to a new translation area , the kind of translation is obviously different from other kind of cultural translation , the translator should owe the knowledge of linguistic ,economics ,marketing ,sociology ,even aesthetics and so on , which require that we should take more seriously to the cross culture ,cross language influence when translating the advertise. The goal of translation is to reach an equivalence in the function of linguistic ,not the goal of equivalent in the form of linguistic （Ye Zinan，：）.We should take unique translation strategies and especially pay attention to the various gap produced by the different words when exchanging them into different language, under the condition of different culture background. Like that the translation of advertise can accomplish the goal of an effective communication between the manufacturers and the customers. Which is a forever theme of advertise, the same goes to the translation of advertise. A more important point is that the attention should also be paid to the psychological receive degree of the public, and try to know about the conditions of psychological changes of different groups of customers, finally, we can reach the goal of promoting the advertise, that is to stimulate the people to buy the products, and share the awareness of brand.1.1 Current researches on Translation of Advertise People have made a lot of achievements in the study of translation of advertisement in different respect. First of all, different experts hold different kinds of definitions for the advertisement. “Advertise, is a way of transmitting information, which aims at promoting products, labor services, affecting public opinion, winning the political support, and propelling a kind of business or trying to invoke some reflections expected by the advertisers “（The New Encyclopedia Britannica : 103). And the translation of advertisement helps to reach its goal. Liu Miqing, being an excellent expert in the study of theory of translation, “Different kinds of style have different purposes and functions, which requires various translation strategies, early in the last century, 1980s there are people who study the relation between the form and translation strategies (Liu Miqing,1985:3).” He also said, ”Any translation theories can only be the referential and must be descriptive” (Liu Miqing, 2005:3). He believed that there are all kinds of languages existing in the world and belonging to various departments. Every language department has a relatively common linguistic character, therefore we can build a similar translation theory, but it can not be applied to every style of translation. The American famous philosopher, symbolist C.S. Peirce said, there are three kinds of things which we will never expect to reach them, that is the absolute validity, the absolute accuracy and the absolute universality (C.S. Peirce, 1839-1914, cited from F .Thilly, 2003). “In one sense, advertisement is to represent various business information to the public, make them accept this kind of information, and turn them into the owners, customers of a certain type of business information “(He Xiumeng, 2002:3, cited from Lu Yumei, 2003). Yeyuan, made some conclusions about the translation of advertisement, there are basic four ways to the translation of advertise, equivalent, parallel, substitute and confliction, and according to different kinds of situation, the translators should take some of these ways or all of them(Yeyuan, Journal of Shaoguan University. Social Science,2011). Translation means in a particular environment, as for the specific purpose, to translate for the specific receivers (Vermeer, 1987:29). Jia Wenbo pointed out that, the translation of advertise will never only be a problem of equivalent meaning, but also be a recreation of outstanding functions of advertise, its major point does not lay in whether it can reappear the source context, rather than emphasize to interpret the real effect produced by the advertise language (Jia Wenbo, 1999, cited from Yeyuan, 2001). Ye Zinan, has did a lot of researches on translation theory and teaching, he said,” The goal of translation is to reach an equivalence in the function of linguistic, not the goal of equivalent in the form of linguistic “（Ye Zinan,2001:163）.And he also concluded that when translating some articles with a great number of metaphors, there are major four ways :first, translate metaphors appear in the source context, second, transfer the source metaphors into the target languages metaphors, third, translate metaphors appear in the source context with an explanation, fourth, give up the metaphors and use the general language to express the meaning of the metaphors(Ye Zinan,2008:46). As for the way of translating the advertisement, many scholars at home have done a great deal of researches. Chen Xiaowei(2000:11)says, “depletion and rewrite is very necessary sometimes in literature translation, in some discourse which is not literature translation, (especially in those encouraging, agitating discourse. such as advertise and travel publicity material), which requires these means or it may have some bad effects on achieving the expected intention”. This is a very great breaking in the traditional theory of translation and enlarges the scope of translatability.1.2 Problems on methodology During these years, the translation of advertisement has made great results through the analysis of all kinds of articles and researches. However ,there are still many problems on how to use a relative appropriate methods in translation, because a lot of factors can influence it .As we all know ,different countries have different culture , which can lead to different kinds of languages ,lifestyle ,and conception .So the foreign translators and the Chinese translators must have taken different ways of translating ,then how to make these methods both proper for translating and can get the most effect .There are still many space for us to enlarge it ,there are still so many ways of translating for us to discover ,there are still so many things do to make a deeper exploration .1.3 The significance of this paper Nowadays, with the economic globalization, the publicity of advertise towards an international trend and it becomes more and more obvious. The companies in every country have the problems of internationalized advertise and globalization, that is the problem of translation the advertisement. There are so many ways used in translation advertise ,different people hold different kinds of views ,no matter what kind methods we will take ,the importance lies in how to grasp the focal point of advertise ,and whether it can have the same effect that can strengthen the culture and emotion transferring between countries ,and cause a common resonation . This paper tries to find some effective translation strategies and skills when translating the advertise, make the language natural ,exact ,concise ,easily understood ,and let the target language coincide with the source language and cater for different public psychology , and correspond with the aesthetic custom and need of different people .The paper also hopes to further promote the development of translation advertisement .III.Introduction to AdvertiseNowadays, with the economic globalization, the publicity of advertise towards an international trend and it becomes more and more obvious. The companies in every country have the problems of internationalized advertise and globalization, that is the problem of translation the advertisement. There are so many ways used in translation advertise ,different people hold different kinds of views ,no matter what kind methods we will take ,the importance lies in how to grasp the focal point of advertise ,and whether it can have the same effect that can strengthen the culture and emotion transferring between countries ,and cause a common resonation . This paper tries to find some effective translation strategies and skills when translating the advertise, make the language natural ,exact ,concise ,easily understood ,and let the target language coincide with the source language and cater for different public psychology , and correspond with the aesthetic custom and need of different people .The paper also hopes to further promote the development of translation advertise .2.1 the definition of advertise Advertise, is a way of transmitting information, which aims at promoting products, labor services, affecting public opinion, winning the political support, and propelling a kind of business or trying to invoke some reflections expected by the advertisers. It mainly includes these characters, first, the intention of advertisement is the public, second, it requires fees, third, it must be transmitted through various kinds of public media, the last one, it need s to be decorated. 2.2 The functions of advertise 2.2.1 The functions of transmitting There are major five factors in transmitting: the owner of adve