跨文化视角下的广告翻译-商务英语.docx

AbstractWith the increasingly deepening of the global integration process, intercultural communication between countries in the economic, political, and scientific fields have also become more frequent. China's foreign economic activities are rapidly developing in many aspects, and more and more enterprises are beginning to explore overseas markets and establish international brands. In this process, advertising translation plays a very significant role. However, the differences in cultural and historical origins have led countries to form their own inherent cultural backgrounds, so factors such as value orientation, mode of thinking, and pragmatic rules will become potential obstacles to intercultural communication. Intercultural communication, a new independent discipline, is produced in the context of this era. Nowadays, with the rapid development of commodity economy, advertising has become an indispensable part of our life, affecting economy, culture, values and quality of life. With the saturation of domestic trade and the internationalization of commodity circulation, advertising translation comes into being. Advertising translation is a kind of intercultural communication using language. Translation is not just to translate linguistic signs, but to faithfully translate the cultures carried by linguistic signs. Advertising is an important part of intercultural social language. It is very helpful that the cultural translation of slogan can promote the product and attract consumers' attention and interest. It plays an critical role in dealing in enterprises and setting up a great image. Advertising translation is inseparable from the study of culture. Differences in language and the power have a crucial impact on advertising translation. Translation is not only a transformation between different signs and languages, but also relate to social and cultural activities. The two translation strategies of domestication and foreignization have always been the focus of research and debate, and their research results are numerous. Domestication has the obvious meaning of aggression and deprivation from strong culture to weak culture, while the foreignization contains the meaning of resisting this cultural hegemony. So, based on this, in the context of intercultural communication, this paper analyzes the translation strategy from the perspective of power relations between strong culture and weak culture.Key words:Advertising translation；Foreignization；Domestication OutlineThesis Statement: The thesis focuses on advertisement translationfrom the perspective of interculturalcommunication.I. IntroductionA. Studies on Intercultural Communication B. Studies on Advertising1. The Concept of Advertising2. Functions of AdvertisingII. Literature ReviewA. The Study of Adverting Translation Abroad and in ChinaB. The Study of Advertising Translation Strategies1. The Concept of Domestication2. The Concept of ForeignizationIII. Intercultural Communication in Advertising TranslationA. Intercultural Communicative Features in AdvertisingTranslationB. Advertising Translation as a Form of Intercultural CommunicationIV. Cultural Hegemony in Intercultural Communication A. Hegemonic Culture1. Gramscis Theory of Cultural Hegemony 2. Edward Said s OrientalismB. Strong Culture and Weak CultureV. Analysis of the Relationship between Status and AdvertisingTranslation Strategies in Cultural HegemonyA. Analysis of the Cultural Hegemony of the WestB. Analysis of the Cultural Status of China C. Domestication and Stronger CultureD. Foreignization and Weak Culture VI. Strategies to Resist Cultural Hegemony in AdvertisingTranslationA. Analysis of Advertising Cases under Hegemonic Culture1. Analysis of Failed Cases2. Analysis of Successful CasesB. Resistance of Cultural Hegemony in Translation1. National Cultural Construction 2. Choice of Advertising Translation StrategyVII. Conclusion天津大学仁爱学院2019届本科生毕业设计（论文）Study of Advertisement Translation from the Perspective of Intercultural CommunicationI. IntroductionA. Studies on Intercultural Communication Intercultural communication, called the foundation of international business, is a study of communication between different cultures and social groups or a discipline that studies how culture affects communication. Intercultural communication refers to the communication between native speakers and non-native speakers as well as any communication between people who differ in cultural background and language. With the accelerated pace of life and popularity of the computer and international internet, peoples life and work are increasingly confined to a narrow space, which makes communication between countries more frequent. In this situation, Intercultural communication is very important and useful. In recent years, intercultural communication is a newly developed subject, and the study of it also becomes a hot topic of global concern. It rises in the United States which is an immigrant country, spreading extensively all over the world and introducing in China by scholars. The formation and development of culture is not isolated and closed, but they learn from each other and develop to a higher cultural level in the constant economic exchanges, cultural and scientific exchanges, and even wars. Nowadays, intercultural communication plays a more important role in linguistics, communication, and cultural studies, which describes the various communication processes and issues that arise in different organizations. For studying culture, many scholars think, is the priority among priorities in intercultural communication. With the rapid pace of globalization, people often make intercultural communication whether consciously or not, such as watching foreign movies or chatting with people from different cultures. Actually, there are more and more academic exchange among scholars from different countries and the improvement of living standard leads people in growing numbers to choose to travel abroad. Especially now that most enterprises conduct cross-border business is more frequently, so that the significance of advertising translation is self-evident. Before the Opium War, Chinese culture was a strong culture, so that it was the main export in intercultural communication. Even if extremely limited foreign culture is spread into China, it will soon be assimilated in the local traditional culture. Under the massive impact of Western culture, after the Opium War, Chinese culture and science and technology were relatively weak in modern development, which lead to China mainly import Western culture. Intercultural communication means sharing information about cognitive levels of individuals in unique cultural backgrounds. Interaction and cultural factors are deeply and essentially linked together. In order to deal with the difficulties in intercultural communication, we should first understand the features of different cultures, and give an insight into the knowledge about strong culture and weak culture, from which should to be inspired, and use relevant strategies to solve problems. Most researchers find that differences in values, customs, and language or the power differentials may lead to many failed or dissatisfied intercultural communication, and may cause the choice of different translation strategies in translation.B. Studies on Advertising1. The Concept of AdvertisingAdvertising, in essence, the nature which is cultural transmission, is the carrier of information. It is a means of promotion that widely and rightly convey information to the public for a specific need by using the extensive media and consuming a certain fee. As a marketing tools, advertising is a structured information but not personal information dissemination. Enterprises can effectively sells products and influences the costomers attitude to products through their coveted and recognizable advertising. A successful advertisement should take into account the consumer psychology, and it can not just pay attention to the form and ignore practicality, which can promote product sale and broaden its sales coverage. For instance, marketers increasingly use celebrity endorsement to attract more and more customers, or Design some nice looking images as advertisement to attract customers eyes. On the contrary, the tobacco companies are required to print graphic picture warnings on cigarette packets so as to reduce the smoking behavior. Advertising, in addition, is a marketing process, attaching importance to a group rather than an individual. There are both broad and narrow sense in advertising in different context. The broad sense include non-economic advertisements and economic advertisements, such as various statements of government departments and even individuals. The narrow sense refers only to economic advertising, also known as commercial advertising, which aim to make a profit. This paper is about the commercial advertising translation. In general, advertising is a system engineering, which has continuity and has a clear goal in all advertisers are doing. Besides, it is not only of advantage to advertisers, but also good for target audiences to get more useful information. That is why advertising is different from general mass communication and publicity activities In our daily life, advertising has penetrated every aspect and exerted a huge impact on consumption choice. In addition, all kinds of advertising have own features and always insist on innovation. For application of advertising, ancient Greek is the earliest recognized and discovered country with a long history and profound influence. In the preliterate period, people used physical objects, gestures and voice to extensively spread advertising. In the post-literate period, advertising is dominated by mark sign or written word sign. In order to let passers-by know what they were selling, during this period, merchants hung their eye-catching signs in their own stores. Invention of printing had far-reaching influence on the development of advertising. Arguably the complete advertisement originated in the United State, and then, a American experts proposed the modern advertising campaigns and developed them into a science. Moreover, as for China, advertising industry was spread in the end of the 19th century. At the beginning, affected by the corrupted feudal thought is one of the problems that restricted its development speed. Whereas, with the deepening of reform and opening up, the advertising industry also began to develop rapidly and became hugely popular and importance in China. Along with economic activities are cumulatively internationalized, entering into WTO, whether introducing foreign products to domestic consumers or selling Chinese products to foreign consumers, advertising plays a decisive role. Nowadays, with the internet increasingly popular and the development of digital information, the form of advertising has become diversified and will develop the research of advertising to a new area. 2. Functions of AdvertisingAdvertising is a form of promotion that promotes products or solicits and contracts services through certain media to increase understanding , trusts and even expanding sales. Advertising is the largest, fastest, and most extensive medium of information delivery. Through advertising, companies or companies can transmit information about the characteristics, functions, uses and suppliers of products and services to consumers, communicate the contact between the producers and consumers, attract consumers' attention and interest, and promote purchase.Advertising can stimulate and induce consumption. Consumers demand for a product is often a potential demand, and this potential need is sometimes contradictory to the actual purchase action. The visual, sensory image and induction caused by advertising often evoke the consumer's desire to buy. Some of the new products that are inexpensive, marketable, and not known to consumers are difficult to open, and once they are advertised, consumers buy them. In addition, repeated renderings and repeated stimulation of advertisements will also increase the visibility of the products and even lead to a certain sense of trust. Advertising can better introduce product knowledge and guide consumption. Through advertising, you can fully introduce the performance, quality, use, maintenance and installation of the product, and eliminate their doubts, eliminate their worries caused by maintenance, maintenance, installation and other issues, resulting in the desire to buy. Advertising can promote the development of new products and technologies. The emergence of a new product and new technology, which is promoted by administrative means, is both cumbersome and slow, and has limited limitations. By advertising directly, it can meet with the vast number of consumers, enabling new products and technologies to quickly gain a foothold in the market. II. Literature ReviewIn recently years, as world is marked by rapid economic growth and continuous technological innovation, advertising penetrates into every aspect of people's lives. Advertising, which is an indispensable means of promoting products in the international market, so enterprises pay more emphasis on the use of it. In this section, we will review previous research about advertisement translation from the perspective of intercultural communication.A. The Study of Adverting Translation Abroad and in ChinaMany historians think that the ancient Greeks were very familiar with advertising. It is very significant and helpful to understand the purpose for advertising, which is to convey information to others and draw attention to a product. The word “advertise” originates from the Latin word “ advertere”. In Webster intermediate Dictionary, the word "AD" is defined as to publicly announce by a printed notice or a broadcast. In Encyclopedia Britannia(2005), “ad” is deemed to an art that calls the attention of the public to a product, service, opinion, or cause, which purpose is to convince the public to respond to advertising in some way. Just like an advertising, translation is also a special language activity that expresses the same meaning in other languages by overcoming cultural and linguistic difficulties. In the situation of economic globalization, Pierre Hurbin published the first academic paper Can One Translate the Language of Advertising on advertising translation in the Babel in 1972, in which he first mentioned the term “advertising translation”. In this paper, whats more, he putted forward the important value of advertising translation research, and elaborated personal opinions on advertising translation. Pier