從商標(biāo)及廣告翻譯看中英文化差異

英語(yǔ)論文編號(hào):YY093   字?jǐn)?shù):10700,頁(yè)數(shù):19

目　 錄
摘要 ...................................................................I
Abstract ...............................................................II

緒論 ...................................................................1
一、中英商標(biāo)及廣告翻譯中的文化差異 .....................................2
（一）從商標(biāo)及廣告翻譯中的轉(zhuǎn)譯法運(yùn)用看中英文化差異 .....................2
（二）從增譯法和減譯法運(yùn)用看中英文化差異............................... 4
1、增譯法與文化差異 ....................................................4
2、減譯法與文化差異.................................................... 4
二、中英文廣告翻譯中的語(yǔ)言文化比較 .....................................5
（一）漢語(yǔ)廣告常使用大量修飾語(yǔ)，而英語(yǔ)廣告用語(yǔ)簡(jiǎn)潔 .....................6
（二）漢語(yǔ)廣告常用多種修辭方法,而英語(yǔ)廣告用得較少.......................6
三、中英文廣告?zhèn)戎攸c(diǎn)比較 ...............................................7
（一）漢語(yǔ)廣告常以自我為中心宣傳產(chǎn)品,而英語(yǔ)廣告強(qiáng)調(diào)立足于消費(fèi)者.........7
（二）漢語(yǔ)廣告重群體傾向,而英語(yǔ)廣告重視個(gè)性.............................8
（三）漢語(yǔ)廣告重生理需求,而英語(yǔ)廣告重精神需求 ..........................8
（四）漢語(yǔ)廣告重傳統(tǒng),英語(yǔ)廣告重革新 ....................................8

結(jié)論 ...................................................................10
參考文獻(xiàn) ...............................................................11
致謝 ...................................................................12

摘　   要

       隨著全球經(jīng)濟(jì)一體化進(jìn)程的加快，商標(biāo)及廣告翻譯在企業(yè)發(fā)展中的作用日漸突出。商品在以質(zhì)量取勝的前提下，還應(yīng)重視包裝，使商品商標(biāo)及廣告符合異國(guó)文化和語(yǔ)言習(xí)俗。因此，商標(biāo)及廣告翻譯可以說(shuō)是“文字翻譯”加“文化翻譯”。所以，通過(guò)深入分析中英商標(biāo)及廣告中的大量例子，可以得到中英文化之間的差異。侯維瑞在《英語(yǔ)語(yǔ)言》一書中指出廣告英語(yǔ)分“硬賣”和“軟賣”兩種，“硬賣”型廣告訴諸人們理智，側(cè)重于介紹有關(guān)商品的特性優(yōu)點(diǎn)來(lái)說(shuō)服顧客。“軟賣”則運(yùn)用文學(xué)中常見(jiàn)的修辭來(lái)美化廣告語(yǔ)言，吸引顧客的注意。本文重點(diǎn)從“軟賣”方面進(jìn)行中英文化之間的差異分析，并得出中英文化差異的三個(gè)方面。
本論文首先介紹翻譯及翻譯與文化的關(guān)系，引出商標(biāo)及廣告翻譯與文化的關(guān)系，得出通過(guò)分析商標(biāo)及廣告翻譯的例子就可以得出中英文化之間的差異。接著是從中英商標(biāo)及廣告翻譯的轉(zhuǎn)譯法、增譯法及減譯法分析中得出中英文化背景方面的差異。其次是從語(yǔ)用學(xué)方面進(jìn)行分析不同語(yǔ)言文化背景下人們?nèi)绾伪磉_(dá)思想：中國(guó)人較含蓄，多用修飾語(yǔ)，而英語(yǔ)國(guó)家的人表達(dá)簡(jiǎn)潔。然后是關(guān)于廣告?zhèn)戎攸c(diǎn)方面的差異：漢語(yǔ)廣告以自我為中心、宣傳自己，而英語(yǔ)廣告以消費(fèi)者為中心：漢語(yǔ)廣告重視群體，而英語(yǔ)廣告重視個(gè)人；漢語(yǔ)廣告重視生理需求，而英語(yǔ)廣告重精神；中國(guó)廣告重傳統(tǒng)，而英語(yǔ)廣告重革新。最后在前面分析的基礎(chǔ)上得出結(jié)論：從翻譯與文化及文化與商標(biāo)廣告翻譯的關(guān)系出發(fā)，得出通過(guò)分析中英文商標(biāo)及廣告翻譯的例子就可以得出中英文化背景、語(yǔ)用方面及廣告?zhèn)戎攸c(diǎn)方面的差異。

關(guān)鍵詞

商標(biāo)，翻譯，文化差異，動(dòng)態(tài)等值

Abstract

       With the development of the world economy, trademark and advertisement translation is becoming increasingly important to company development. Whether the commodity sells well or not, doesn’t only depend on its good quality, but also depends on appropriate advertisement and trademark translation. Under this circumstance, trademark and advertisement translation consist of language translation and culture translation. (盧曦，1999) That is to say, trademark and advertisement translation should be consistent with the custom and culture of the two target languages. Therefore, we can learn some cultural differences between Chinese and English from analyzing samples of trademark and advertisement between Chinese and English. In addition, as Hou Weirui point out in English linguistics that English advertisement can be divided into two kinds: the soft selling and hard selling. Hard selling appeal to the reason of audience by advertising the characteristics and qualities of commodity in order to convince the customs. Soft selling resorts to the rhetoric devices to beautify the advertising words in order to appeal to the emotion of audience.  In this paper, it mainly deals with the soft selling in terms of translation.
Firstly, it gives an introduction, in which translation and relationship between translation and culture difference are illustrated, and the cultural features in advertisement translation are demonstrated The next part is about different culture background between English and Chinese, and gives analysis to the difference by comparing some concrete examples in terms of prerequisite of conversion, amplification, and omission. Then it gives a pragmatic analysis on how the two peoples make use of their language. For instance: Chinese tend to the more indirect and prefer the use of modifiers in communication, while speakers of English prefer the more direct and concise expression. Then it makes comparative studies of the sample advertisements, which aim at illustrating the following facts: The first is that Chinese advertisement usually adopt the “I” centered attitude and focus on the propaganda of their production and services. However, English advertisement adopts the “you” centered attitude. That is to say, they focus on telling what they can do for their customers. The second is Chinese advertisement think highly of the public’s feeling, while English advertisement pay attention to individuality. The third is Chinese advertisement attach importance to people’s physiological need, while English advertisement values spiritual life. Chinese advertisement attaches importance to tradition, but English advertisement pays more attention to innovation. In the end of the paper, we come to the conclusion that the culture difference between Chinese and English can be learned by analyzing the sample of trademark and advertisement .At the same time, trademark and advertisement influences the social custom and culture to some extent.

Key Words

Trade mark; translation; cultural difference; dynamic equivalence