从文化价值观的角度谈中美商业广告.doc

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1、 . . . . 从文化价值观的角度谈中美商业广告翻译技巧摘 要: 随着世界经济发展与中国对外开放的深入快速发展，中美双方在经济领域的联系日益紧密。在商品市场推广的过程中，商业广告扮演着一个不可替代的角色。但由于中美文化价值观的差异，进入目标市场的商品必须考虑其文化特色和受众心理，于是适宜得体的商业广告翻译变得尤为重要。因此为了更好的提高商业广告翻译的水平，打开目标市场，本文作者从跨文化的角度，从中美文化差异的根源出发，探讨商业广告语与其翻译和文化的在关系，找出在商业广告翻译中的主要的文化价值观不同点，从而展开在这一背景下的商业广告翻译中之归化与异化的技巧，对其两者的关系与其在商业广告互译中具

2、体运用的表达。同时以实际案例总结出商业广告翻译的技巧在当今国际形势下的发展方向。关键词: 文化价值观； 商业广告翻译技巧；归化和异化 On Chinese and American CommercialAdvertisement Translation Techniques from the view of Cultural Values Abstract: Along with the profound development of world economy and Chinas opening to the outside world, China and America keep an

3、 increasingly close relationship in the economic field. Undisputedly, commercialadvertisementplays an irreplaceable part of the process of purchases and sales. However, owing to the cultural values difference between China and America, the advertisers should take the cultural characters and audience

4、s mentality into careful consideration. Therefore, appropriate commercial advertisement translation becomes particularly important nowadays. For the sake of improving the quality ofcommercial advertisement translation and making contribution to expanding the market, the writer of this paper makes a

5、research on the inner link betweencommercial advertisement language, commercial advertisement translation and culture from the point of cross-culture. Based on the origin of the different culture and the core cultural values differences in commercial advertisement translation in China and America, t

6、he writer sets about explaining theadvertisement translation techniquesdomestication and foreignization, then make an analysis into the relationship of them and presents their practical application in commercial advertisement translation under the different cultural value background. Finally the wri

7、ter points out the main trend of translation techniques in modern commercial advertisement translationby using some examples.Key Words:culturalvalues; commercial advertisement translationtechniques;domestication and foreignizationContents1. Introduction12. Relationship between Advertisementtranslati

8、on and culture13. Core Cultural values in Chinese and American commercial Advertisement language33.1 Collectivism versus individualism33.2 Respect of authority versus respect of self-performance44. Commercial Advertisement translation techniques under the background54.1 Conflict and coincidencebetwe

9、en domestication and foreignization translation.5 4.2 Domestication and foreignization in English-Chinese commercial Advertisement translation64.2.1 Adoption of domestication translation tecnique inEnglish-Chinese commercial Advertisement translation64.2.2 Adoption of foreignization translation tech

10、nique inEnglish-Chinese commercial advertisement translation.75. Conclusion8Bibliography9Acknowledgements1012 / 151. IntroductionLanguage, as a part of cultural whole, is a tool that carries and transmits other cultural forms, influencing them and at the same time influenced and shaped by the cultur

11、al whole. Any kind of language existed in certain background and is conditioned by that culture. Without exception, advertising language is reflective of literature, psychology and aesthetics of the cultural community. It carries marks of influence of that cultural communitys tradition in its worldv

12、iews, social values, religion and the like. However, due to the different values in china and America, which are originated from the different religious belief. The impotence of an interlingua and intercultural activity, commercial advertisement translation and the influence of culture should not be

13、 avoided. During the process of promoting understanding and cultural exchanges between China and America, the status of commercial advertisement translation becomes increasingly essential. But restrictions are given by the core values differences in the two countries, like the contrast of collectivi

14、sm and individualism, as well as the respect of authority versus respect of self-performance. For this reason, the author will firstly demonstrate the interactive relationship between commercial advertisement language, commercial advertisement translation and culture in chapter 2, then point out the

15、 main two values differences in China and America. The collectivism versus individualism and respect of authority versus respect of self-performance are separately stated in chapter 3. After that, the translation techniques of, mainly supported by Nida and Venuti, will be analyzed with cases in this

16、 thesis, and much attention will also be paid on the relationship of the two strategies, which have always been in controversy and also consistency in some way. After the cultural background demonstrated above, the paper will show the concrete application of the two translation techniques in commerc

17、ial advertisement translation of the day. At the same time, the main trend of translation techniques in modern commercial advertisement translation will be demonstrated by using some examples. All of which is contributed to smoother commercial advertisement translation and the further promotion of c

18、ultural exchange between China and America.2. Relationship between Advertisement translation and cultureNowadays, translation is not just for cross-linguistic communication, but for cross-cultural communication. With the development of international communication today, translating from a cultural p

19、erspective is becoming a new trend. An ideal translation should convey both the linguistic meaning and the cultural meaning of SL into TL, so that both the SL reader and the TL reader can have the same experience. In some way, the significance of translation is to promote cultural communication and

20、social development. Therefore, before researching into advertising translation, the relationship of Advertisementtranslation and culture should be attached some importance. Translation is by definition interlingua and intercultural, it involves both linguistic and cultural transfer. It is a culture-

21、transcending process (Vermeer 1984:40). It is obviously hard to imagine the transformation of culture and communication between different peoples without the assistance afforded by translation activity. As the research of translation promotes, translation has been replaced by “intercultural communic

22、ation”(ChristianceNord,1991),“interculturalcooperation”(R.Daniel.Shaw,1984:17), then Nida has also become aware of the great importance of cultural factors in translating. He insists that the cultural factors in translating are more significant than the purely linguistic differences. So he once wrot

23、e, “for truly successful translating, biculturalism is even more important than bilingualism, since words only have meanings in terms of the cultures in which they function.”(Nida 2001:82)In modern world, with the connection among different countries getting enhanced in the areas of politics, commer

24、ce and society, translation gradually opens up new and increasingly specialized areas of usage in transmitting cultures, of which the commercial advertisement translation will be focused in this essay. Undoubtedly, commercial advertisement translation is a process to promote understanding and cultur

25、al exchanges among different nations and boost the development of international economy. On the contrary, culture also exerts a huge influence on commercial advertisement translation. Over years of translating and culture, take China and America for example, hotdog-热狗 is from American culture, but t

26、hey become no longer strange for Chinese people. By comparison, traditional Chinesefood, Jiaozi, tofu has also been favored by Americans. In a word, both nations cultures have enriched or a little bit changed by foreign culture through one of the medium-advertisement translation, during which the pr

27、inciple “seeking for common ground while reserving differences” has always been implemented. Finally, there is no doubt that advertisement translation will go on playing a promoting role in the culture exchanges among different nations and be conditioned and influenced by culture at the same time.3.

28、 Core Cultural values in Chinese and American commercial Advertisement languageWith the rapid development of world economy, commercial advertisement, acting as a carrier of economical exchange among different countries, can be caught sight of everywhere. When studying commercial advertisements, both

29、 the language habits of the audiences and cultural values should be taken into consideration. Many people argue the most effective advertisements are those that best express and affirm core cultural values. In this chapter, the core values demonstrated in commercial Advertisements between China and

30、America will be explained in detail.3.1 Collectivism versus individualismProfoundly influenced by Confucianism and Taoism,Chinese culture holds the spirit of cooperation and unselfish tribute in esteem, which insists that the value of individuality should be reflected in ones contribution to others

31、and the society. In the eyes of Chinese people, the individual happiness should correspond to the collective interests, and the solicitous care and considerate feeling are the virtue. So Chinese people pay more attention to national affairs, family affairs, everything concerned, and giving others co

32、nsiderate care is regarded as virtue. On the contrary, the American culture emphasizes on personality, freedom, self-development, and enterprising spirits and so on. Their individualism insists that the personal interests should always be the first to consider. For example, one of the core American

33、values is individualism, which is the center of American social identity. Therefore, Advertisements that celebrate this value are more likely to succeed than those ignore it. All of the above points will be proved in the examples below.Group 1: 屈臣氏-更加关心您！Group 2:you are unique, you are magnifique,La

34、ncme.A.S. Watson Group (Hong Kong) Ltd, founded in 1828, has experienced a long history of development. While market economy isincreasingly full-fledged, Watsonrealizes that what the customers tend to buy are not only commodities but also the pleasure of shopping and some invisible value, such as th

35、e brand,service, and then produce the loyalty to the enterprise by identifying its culture.It advocates three ideas: health, good and fun, which aims at improving the life quality of the customers and reaching the unification between peoples inner beauty and outer beauty. Therefore, this company use

36、s “更加关心您” as its slogan, whichcomplies with the general collectivism value and takes customers interests into full consideration. In this way, the whole image of Watson leaves a deep impression on its customers and then achieves great profits for this company. On the contrary, Lancme focuses on the

37、uniqueness and magnifiqueness of individual, which hints that, if the customers choose the products from Lancme, she will be someone different from the ordinary others. Therefore, this slogan reveals the prevailing individualism in America and the advertisement seeks to help customers enjoy a sense

38、of uniqueness, just like you are you, the only special one in the whole world. So there is no doubt that popularity of Lancme is always lasting. 3.2 Respect of authority versus respect of self-performanceFrom quite a long time ago, Chinese culture stresses on the public opinion in the instruction of

39、 collectivism. It insists that people should be modest enough to solicit comments and suggestions from others. Besides, it also regards that the records can prove everything. Therefore, the authority has a great power to affect the purchase of the consumers. There is no doubt that respect of authori

40、ty is one important feature of Chinese advertisements. When introducing new products to the consumers, advertisers often enumerate the honors and certificates and let them occupy a pivotal position. Especially in modern China, the advertisements for many electronic products have been added into the

41、popular topics in society nowadays, such as 国际体系认证，中国环保产品质量信得过重点品牌，绿色，健康，无公害，低碳，so and so forth，through which the superior quality of the products is shown. However，quite different from Chinese advertisements, American advertisements rarely have this kind of expressing way. Because the American indi

42、vidualism centers on personal value and treat the official position just as a common thing. It advocates personal capability, self striving and creating wealth. ThoseEnglishadvertisementsintroducethe peculiarities and good points of the products to the readers, or hint the consumerswillfeelthesenseo

43、f being special and promisinglysuccessfuliftheyownthoseproducts. So the advertisers in America usually designtheadvertisementsbytakingthe consumersessentialinterestsasthebaseandby taking the idea ofselfvaluerealizationasthegoal.All of the above points will be proved in the examples below.Group 3: 海尔

44、，中国造!海尔Group 4: Think outside the box Apple Computer, 1990s Haier, using a simple phrase: made in China as its slogan, aims at emphasizing that authority of a nation and demonstrating a kind of national pride, which is impressive in both inland and outland. While for Apple computer, thinking outside

45、 the box is their origin of scientific creation. This slogan shows that the company devotes to creating and thinking differently, which obviously is the respect of self-performance.To sum up, it is quite clear that different cultural value may lead to different tendency of advertising languages.4.Co

46、mmercial Advertisementtranslation techniques under the backgroundBased on what has been discussed in chapter 3, cultural value differences may lead to the varieties in commercial advertisement language. Therefore, it becomes necessary to take cultural factors into careful consideration when translat

47、ing commercial advertisements among different countries. Approaches to cultures involved in translation may be mainly divided into two methods: SL culture-oriented and TL culture-oriented. As is shown in chapter 3, commercial advertisement translation cannot be separated from culture. Based on this

48、point, a problem arises: How should translators deal with the different kinds of cultural elements appearing in the process of translation? It is known to all professional translators that the cognition of the real world is different between message senders and receivers, and there does not necessarily exist a corresponding relation.(Reeves1994)Then the translation internal differences developed on the question that how to deal with cultural differences when translating. Generally speaking, it is divided into two opposing opinions, the so-ca