汽車廣告翻譯的本土化

英語論文編號:YY566  論文字?jǐn)?shù):6555.頁數(shù):22

Introduction: 1
1. Basic Principles and Trend of Advertising Translation 1
1.1 Basic Principles of Advertising Translation 1
1.2 Trend of Advertising Translation under the Trend of Globalization 2
2. Function of Automobile Advertising and Characteristics of Automobile Advertising Translation 4
2.1 Function of Automobile Advertising 4
2.2 Characteristics of Automobile Advertising 5
2.3 Theories to Guide Automobile Advertising Translation 9
2.4 Short Summary 10
3. Localization of Automobile Advertising Translation 11
3.1 Localization----The Cultural Added-value 11
3.2 Differences between Different Cultures 12
3.3 Analysis of Successful Localization of Advertising Translation 12
3.4 Some Tips on Achieving Localization in Automobile Advertising Translation 15
4. Conclusion 16
Bibliography 19

Abstract: Nowadays along with the globalization of economy and trade, products from all around the world spread widely. In such a globalizing tide，automobile industry also presents a similar trend. Therefore, advertising translation plays an important role in the promotion and development of automobile industry. And localization which means taking a product and making it linguistically and culturally appropriate to the target market plays the more and more essential role in the process of advertising translation. Through analyzing typical automobile advertising translation from the perspective of culture, this paper focuses on localization of automobile advertising translation. Relevant translation theories, such as Nida’s Functional Equivalence and Newmark’s Communicative Translation, are applied. Moreover, advice is also given for better appliance of the strategy of localization in automobile advertising translation.
Key Words: automobile advertising; advertising translation; localization

摘  要：當(dāng)前隨著經(jīng)濟與貿(mào)易的全球化，各國的品牌紛紛在呈現(xiàn)向全球蔓延的態(tài)勢。在這樣一個全球化的大趨勢下，汽車業(yè)也呈現(xiàn)出一派全球化的趨勢。廣告翻譯在汽車業(yè)發(fā)展過程中擔(dān)任著一個十分重要的角色。而廣告翻譯的本土化，既讓一個產(chǎn)品廣告在語言和文化上更適合目標(biāo)市場的習(xí)慣，在廣告翻譯的過程中起著越來越關(guān)鍵的作用。本文從文化的角度，通過分析典型的汽車廣告中英互譯例子，結(jié)合相關(guān)翻譯理論,如奈達的功能對等理論以及紐馬克的交際翻譯理論來闡釋汽車廣告翻譯的本土化這一主題。并且文章針對汽車廣告翻譯過程中本土化的實施及所遇到問題也提出了一些建議。

關(guān)鍵詞：汽車廣告；廣告翻譯；本土化