从文体角度看英语广告的翻译毕业论文.doc

【标题】从文体角度看英语广告的翻译 【作者】陈 洁 【关键词】英语广告;文体特征;翻译原则;翻译技巧 【指导老师】冉诗洋 【专业】英语 【正文】I. IntroductionWith its policy of opening up to the outside world and its entry into WTO, China has faced more and more foreign trade activities. Advertising, as a tool of selling，plays an important role in the world. People are exposed to numerous advertising messages everyday. They can find advertisements in newspapers and magazines, on radio and television, etc. And they can also find all kinds of advertisements on the Internet. In order to secure a large amount of audience and compete with many other similar advertising messages, advertisers try to make their advertisements as effective as possible.The purpose of this paper is firstly to study the stylistic features of English advertisements. Style is considered as an important factor in translation. According to NidaTaber(1969:12), translating consists in reproducing in the receptor language the closest natural equivalent of the source language message, first in terms of meaning and secondly in terms of style. English advertisement is one of the examples of English styles in stylistics. Through analyzing English advertisements in terms of its lexical features, syntactical features and rhetorical devices, audiences will further know about advertising and English advertisements. Especially, audiences can deeply understand that each English style has its own characteristics which are decided by different styles, purposes and foregrounded features, and they will understand the contents or meanings what contained in language in their learning.II. General Ideas about English AdvertisementsEnglish advertisements play an important role in our life during the coming of the 2008 Olympics. With more and more foreigners penetrating into China, it is necessary for us to know some basic knowledge of English advertisements. In this section, some general ideas about English advertisements are discussed.An advertisers main purpose is to present and exhibit product or service, and to spread the influence and coverage of which to the extent that the potential purchasing population becomes real and actual. Generally speaking, advertisers try by the various means at their disposal to get people to buy the product or service advertised. Moreover, advertisers want potential purchasers to consider what is advertised to the exclusion of all other similar products or services. Therefore，they attempt to construct an advertisement that will fully involve the attention of the potential purchaser and which will have a persuasive effect. Advertisers thus create a semiotic world in order to persuade their audience of essentialrightness of purchasing the product or service advertised.A. The Concept of English AdvertisementsThe origin of the word“advertising” is from the Latin word“adventure”, which means“to catch peoples attention”. During the medieval times, the word turned to“advertise”, which means“to inform somebody something and catch his attention”. It was not until the end of 17th，century that with the development of commerce the word“advertising” became popular and obtained the meaning of“to spread commercial information”. To different people, advertising means different things. It can be understood as a business, an art, an institution, and a cultural phenomenon. Similarly, there exist a numble of different versions as for the definition of advertising. Among them, the one given by American Marketing Association(AMA) is the most popular one, which is as follows:Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. 1B. The Functions of English AdvertisementsAlong with the Chinas entering the WTO, more and more foreign things pour into our country, and English advertisements also become a necessary publicity. Meanwhile, the functions of English advertisements must be understood among the markers who want to sale their goods. The functions of English advertisements can be summarized as follows:(1)Function of conveying information. The information function is the most fundamental function of advertisements.(2)Function of persuasion. Advertising aims at influencing people and persuading them to buy the commodities it advertisers.(3)Function of image building. Advertising can effectively create and build up the image of a product or that of an enterprise, and so enhance its reputation.(4)Function of stimulating consumption. Advertisers usually try to stimulate consumers desire to purchase commodities, and they tend to achieve this purpose through an introduction of the strong points of products and even an exaggeration of their elegant emotional appeal. 2“Stop in a store near you. Take a look”.到你附近的商店停一停,看一看。This English advertisement can embody all of functions what we discussed.It is noteworthy that not every advertisement displays all these functions, but that any English advertisement shows at least one or two of them.III. Stylistic Features of English AdvertisementsTo carry out the translation of English advertisements, it is necessary to be clear about what is stylistic and to understand the stylistic of English advertisements.Style is considered as an important factor in translation. It is difficult to give style an exact definition because different stylistic theorists have different views of style and different purposes on their stylistic practices. Here is an example:Nills Erick Enkvist(1964) demonstrates the following concepts of style:1. Saying the right thing in the most effective way2. Style as a shell surrounding a pre-existing core of thought or expression3. Style as a set of collective characteristics4. Style as the choice between alternative expressions5. Style as those relations among linguistic entities that are in terms of wider spans of text than the sentences.According to modern stylistic, style can be regarded as the language use habits of a person or a group of people in a given situation. Different situations cause different varieties of language and display different linguistic features, so style may be seen as the various characteristic of language use that a person makes or a group of persons make in various contents.Stylistics is much influenced by generative linguistics, sociolinguistics and discourse analysis. A multi-analytical and systematic method of investigation has been adopted in stylistic study. Stylistics starts to do the study of a text not only at lexical level and syntactical level, but also at textual level. 3 Since the style of English advertisement belongs to general stylistics, it should be analyzed mainly from the theory and methodology of general stylistics, literary stylistics will be ignored in this paper.As all know, English advertisement is one kind of unique language class in English language. It has an obvious characteristic in the language utilization. Because of the intense competition of the commodity market, the English advertisement composition which guarantees the commoditys advertisement appeal eyeball, is supposed to choose the novel and unique glossary, the succinct sentence and the vivid rhetoric to add the minute for the commodity and win consumers affection. Therefore, understanding the stylistic features of English advertisements is very necessary when people sale goods.A. Lexical FeaturesThe choice of vocabulary is always related to the theme and content of the text, so is the case in English advertising. In this section, it is to analyze the use of words in English advertisements.1. The Use of MonosyllablesIn order to make the advertised information easily understood and remembered, English advertisers usually employ simple words, especially monosyllabic verbs in their advertisements. Such words as be, make, use, choose, let, take, try, come, serve are often found in English advertisements. Because the monosyllables are mostly easy to be understood and succinctly powerful, whats more, the meaning of the monosyllable word is nimble and accurate. For example:(1)-You may try our carpets in your house.The ad doesnt tell you the features of the goods directly, but let the consumers feel them by using the word“try”, in this way the consumers feel: respected a lot.(2)-Start Ahead.成功之路，从头开始。（飘柔洗发液广告）(3)-We bring high technology home.我们把高科技带回家。（日本NEC电器告）In these English advertisements, the words“start”“bring” are very simple and easy to understand. They just embody the spirits of these ads.(4)-Shanghai TV-seeing is believing.有目共赏。(上海牌电视机)(5)-We make it simple.一切变得很简单。（Honda汽车广告）(6)- Ask for More.再来一支，还吸摩尔。（摩尔香烟的广告）In the above advertisements, all the verbs(see, make and ask) create a very strong sense of persuasion and irresistible temptation.In English advertisements, the short words are usually the most familiar and therefore the most easily understood by a wide range of readers. The purpose of it is to make the English advertisement simplify and expound a profound truth in simple language. Therefore, using the monosyllables in English advertisement are helping to make the ads more persuasive.2. The Use of AdjectivesAdjective, especially positive adjective, such as emotive adjective and evaluative adjective, are frequently used in the creation of advertising, as Leech(1996) observed,“advertising language is marked by a wealth of adjective vocabulary.” 4 And we can find many examples from these English advertisements:(7)-Enjoy clean fresh health air for less than 1 p a day!一天花不到1便士就可享受清新健康的空气！(8)-This low, low price will plenty of bread in your pocket.这种极低的价格会给您口袋中留下足够的钱。From these two examples, we can find that:(1) two or more adjectives are put in the same place to make the presage modifier is one of English advertisement characteristics;(2) two same adjectives may also overlap in the same place to be the modifier to play the emphasis role. These two aspects are one of the adjective beautification characteristics. Another remarkable feature of the English advertisement is the frequent occurrence of the comparative and superlative degree of the adjective. In order to convince more consumers to purchase their commodity, the commodity advertisement raises theirselves through comparison and common use of adjectives comparative degree to decorate and highlight their commodity. For example:(9)-And along the way, you will enjoy the warmest, most personal service.一路上您将享受到最热情、最周到的服务Therefore, in English advertisement, the widespread used adjective is descriptive. They not only describe and beautify product, but they can also cause association, arouse peoples sentiment or desire, and then affect peoples attitude towards things.3. The Use of CompoundsAs we know, English compounds are easy to form and their forms are varied. Sometimes a compound consisting of a number of single words may convey unusual meanings and arouse peoples rich associations. Meanwhile, the combination of compounds is free from the limit of word sequence. It is comparatively flexible and has strong expressions, which satisfies the need of English advertisement to be novel. Compounds have very strong expression strength, which suiting the requirements of the English advertisement. For example:(10)- Sales-talk生意经(11)-Best-seller畅销书(12)- Sales-resistance拒绝购买(13)- Department-store百货商店(14)- Piping-hot coffee滚热的咖啡From these examples, we can find that these compounds are used as modifiers but are far more compact than clause. Because of their expressiveness and brevity, compounds are used in English advertisements.B. Syntactical FeaturesAs far as the syntactic features are concerned, the language in English advertising resembles that of colloquial style: simple in structure, with preference for coordination and minor sentence, etc. 5 For the appealing of peoples sight or the sense of hearing and arousing peoples interest, the outstanding commodity advertisement often nimbly utilizes different types of syntax structures each of which has their own function, serving for the overall function of advertisements.1. The Use of Simple SentencesIn English advertisement, sentences are either simple or multiple. A simple sentence consists of a single independent clause. The investigation of the sample materials shows that simple sentences are more frequently used in press advertising. The simple sentences are not only catching the consumers attention, but also improving the readability. For example:(15)-The 60- second breakfast from Dole. Dole提供60秒早餐。(16)-Quality never goes out of style.质量永与款式为伴。（莱维斯牛仔装）2. The Massive Use of Imperative SentencesImperative sentences have strong power of persuasion and can influence the public. They persuade and even agitate the public directly. Therefore, the imperative sentences are also used in English advertisements. More examples can be illustrated:(17)-Just do it.只管去做。(耐克运动鞋)Although it only has three words, this advertisement is very popularit has become the pet phrase of fashionable consumers. It has been noticed and remembered by many audiences. In reality, this simple English advertisement represents the Nike philosophy: you are in charge; you are the master of your own destiny. To some extent, it is no more a slogan for a certain model of clothes or sports products, but a representation of Nike spirit-unyielding and always making progress. The similar example like these:(18)-Take time to indulge.尽情享受吧!(雀巢冰激凌)(19)-Obey your thirst.服从你的渴望。(雪碧)(20)-Take to Shiba, take the world.拥有东芝,拥有世界。(东芝电子)Above examples are all imperative sentences which show consideration for the consumers and suggestion to them. They demonstrate the outstanding quality of the commodity or service and pray directly for the consumer to live contently and happily. This is quite capable to move consumers heart and has greatly strong inducing function.3. Frequent Use of Interrogative SentencesThe interrogative sentence is easy to cause people to ponder and so arouse consumers curiosity and the purchase desire in English advertisements.(21)-Are you going grey too early?您的乌发是否过早变白了?Everyone loves to look beautiful, so after watching this advertisement, they certainly can not wait to have a try.(22)-Have you driven a Ford lately?福特汽车广告:你最近开福特车了吗?The implied meaning of this advertisement is whether people know the new product and technology of Ford.These pieces of advertisements are on behalf of consumers. They appear with the interrogative sentence form but they do not need people to answer. Its goal lies in arousing consumers interest, causing them to ponder and have sympathetic chord, and this is advantageous to reduce the distance between the advertising agent and consumers so as to win consumers trust by one kind of warm feelings and achieve the promotion function.C. Rhetorical DevicesRhetorical devices, according to Oxford Advanced Learners Dictionary(1994), refer to“any of the variousform of expression, deviating from the normal arrangement or use of words, which are adopted in order to give beauty, variety, or force to a composition.” 6 The appropriate use of rhetorical devices enlivens the language and helps the readers appreciate the connotation of the text. Meanwhile, besides convey the information, English advertisement must be vigorous and artistic influence. These features can easily arouse the consumers attention. On the whole, such rhetorical devices as similes, metaphors, personification, rhyme, repetition, hyperbole, etc, are frequently employed in English advertisements. In this section, we will look at these rhetorical devices respectively.1. Simile and MetaphorSimile is a figure of speech that involves an expressed comparison, often introduced by“like” or“as”. The two things compared must be similar and the basis of resemblance is usually an abstract quantity. They are conducive to creating clear and vivid image. 7 Using the simile in the English advertisement enables the consumer to vividly understand the concreteness and accurateness of the propagandized commodity and also accept it easily. For example:(23)-Light as a breeze, soft as a cloud.轻如风,柔如云。（衣服广告）(24)-Like a good neighbor, State Fam is there.州农场保险公司广告。However, metaphor refers to the substitution of one thing for another or the identification of two things from different ranges of thought. It is often loosely defined as“a simile withoutlike oras”. 8 Such as:(25)-All of New York is a stage.整个纽约是个大舞台。If you look at these ads, can you lose this good sight?(26)-The most sensational place to wear satin on your lips.擦上口红好似穿上了柔顺光滑、丝薄透亮的丝绸一般。If you find these ads, can you miss this chance to make up yourself?Therefore, the simile and metaphor can make the English advertisement more attractive and persuasive.2. PersonificationBy definition, personification is a figure of speech that gives human forms or feelings to animals, or life and personal attributes to inanimate objects, or to ideas and abstractions. 9 In the advertisement, personification is to personify the things or commodity, entrust it with the commodity persons life and thought, thus strengthen the commodity characteristics and cause the advertisement doubly vivid and appealing. For example:Flowers by inter flora speak from the heart.鲜花是发自内心的表达。This advertisement entrusts life to the flower by using of the rhetoric methodpersonification. It can express hu