英汉广告翻译方法研究

1、北京理工大学珠海学院2020届本科生毕业论文On Chinese-English Translation of AdvertisementAbstractWith the incessant development of socioeconomic development level, advertisements have become an obbligato part of Peoples daily life, work and study. Under the background of economic globalization and cultural diversificat

2、ion, the interflow of goods, services and public welfare in every country has become increasingly germane among which advertisements translation plays a vital role. Firstly, the thesis analyzes the background of Chinese and western advertisements in detail, which can help readers gain more awareness

3、 of the current situation of Chinas advertisements industry and the current situation of advertisements in western countries, and at the same time make readers have realized deeply that advertisements translation is extremely important. Secondly, it introduces the relationship between advertisements

4、 and culture, so as to understand that the differences between English and Chinese advertisements language and translation results are mainly affected by language and culture. Thirdly, this paper also analyzes the effect of Chinese and western cultural differences on advertisements in detail. For th

5、is moment, we came into contact with two kinds of advertisements: commercial advertisements and public service advertisements. This paper makes a comparative study of these two types of advertisements through Martins evaluation theory and draws a conclusion. At the beginning, through the summary of

6、this paper, the author puts forward the relevant methods of English-Chinese advertisements translation.Keywords: English and Chinese advertisement, cultural difference, translation methodI英汉广告翻译方法研究摘要随着全世界经济的不断发展,广告已经成为人们日常生活、工作、学习中不可或缺的一部分了。各国的商品广告、服务广告、公益广告在经济全球化和文化多元化的大背景下交流日益密切,而广告翻译在其中扮演了极其重要的角

7、色。本文首先介绍了中西方广告背景让读者更加了解中国广告业的发展现状以及西方国家广告的发展现状的同时还能使读者更加深刻的认识到广告翻译的重要性。其次,介绍了广告与文化的关系,从而了解到英汉广告语以及翻译结果的不同主要是受到语言文化的影响。随后。本文立即中西方文化差异对广告产生的影响进行了详细分析。目前我们所接触的广告有两种：商业广告和公益广告。本文将这两种类型的广告通过马丁的评价理论进行对比研究后得出结论。通过对全文的总结,最后笔者提出英汉广告翻译的相关方法。关键词：英汉广告；文化差异；翻译方法IIIContentsAbstract摘 要1 Advertisements Background A

8、nalysis of China and Western Countries1 1.1 Background Analysis of Advertisements in China1 1.2 Background Analysis of Advertisements in Western Countries 3 1.3 The Importance of English-Chinese Advertisements Translation42 The Relationship Between Advertisements and Culture43 Effect of Cultural Dif

9、ferences Between China and the West on Advertisements Translation5 3.1 Effect of Material and Cultural Differences Between Chinese and English on Advertisements Translation5 3.2 Effect of Spiritual and Cultural Differences Between Chinese and English on Advertisements Translation64 Analysis of Diffe

10、rences Between English and Chinese Public Service Advertisements6 4.1 Difference of Attitude Resources Between English and Chinese Public Service Advertisements7 4.2 Difference of Intervening Resources Between English and Chinese Public Service Advertisements8 4.3 Resource Difference Between English

11、 and Chinese Public Service Advertisements85 Research on Translation Methods of English-Chinese Advertisements9 5.1 Principles of English-Chinese Advertisements Translation10 5.2 Literal Translation Method11 5.3 Transliteration Method12Conclusion12References13Acknowledgments141 Advertisements Backgr

12、ound Analysis of China and Western CountriesNowadays, the international advertisements industry is extremely unbalanced between developed and developing countries, which are mainly reflected in 1. The centralization of international advertisements business: it mainly focuses on large transnational a

13、dvertisements groups in developed countries or regions. 2. The advertisements industry in developed countries or regions has entered into the market in developing countries or regions, putting considerable pressure on the advertisements industry in developing countries or regions. So for China, find

14、ing an outlet in advertisements is a long way off.1.1 Background Analysis of Advertisements in China In recent years, as Chinas advertisements industry has entered a period of intense competition, both the number of advertisements companies and the number of employees, and the advertisements turnove

15、r, have shown a rapid growth of competition. In 2017, the scale of Chinas advertising market reached 690 billion yuan. It is expected that the growth of Chinas advertising market will be almost consistent with the growth trend of nominal GDP in 2018-2019. To 760 billion yuan and 836 billion yuan, it

16、 is expected that in the future in the entire advertising market, online advertising, especially leading Internet companies will drive strong growth in the industry. The advertisements market is divided into Internet advertisements, outdoor advertisements, television advertisements, magazine and new

17、s advertisements and other channels. According to relevant data, among the 690 billion yuan advertisements market in 2017, the share of Internet advertisements is 37 percent, or 255 billion yuan, based on the advertisements budget of Internet platforms. In addition, outdoor advertisements, TV advert

18、isements, magazine and news advertisements and other advertisements accounted for 17 percent, 29 percent, 6 percent and 11 percent, respectively. If the advertisements budgets of e-commerce platforms such as alibaba, and pinduoduo are included, the scale of Internet advertisements in China in 2017 w

19、as about 400 billion yuan, accounting for a relatively high proportion. According to relevant reports, Chinas advertisements market opened up and declined in 2018, showing a slight growth of 2.9 percent compared with 4.3 percent in 2017. There was a slight decline in the cost of traditional advertis

20、ements, while elevator TV and elevator poster both rose. However, due to the poor performance of cinema media in the fourth quarter, the low film market and the change of advertisers advertisements strategies, the growth of cinema media stagnated, and the growth rate of cinema video advertisements d

21、ecreased in 2018. Total spending on online advertisements rose 7.3 percent year-on-year in 2018, down slightly from 12.4 percent in the same period of 2017 but up from 7.1 percent in the first three quarters of 2018.In 2018 all media advertisements spend the first five is the telecommunications indu

22、stry, beverage, medicine, food, commercial and service industry, of the traditional industry, the telecommunications industry fell 2.3 percent year on year, beverage industry with growth of 3.8 percent, up from 6.3 percent a year ago, the pharmaceutical industry fell 4.3 percent year on year, the fo

23、od industry grew by 1.1 percent year on year, up from 1.9 percent a year ago, industry advertisers dropping will decline, only commercial and service industry advertisers dropping will increase. There is so much innovation of digital media technology in the contemporary society with the rapid develo

24、pment of new media to include newspapers, magazines, radio, television, and traditional outdoor media, traditional advertisements caused huge impact, traditional media advertisements fell 1.5 percent in 2018. Among them, the TV drop more, newspapers, magazines, the continuation of weakness but decli

25、ne narrowed and expand traditional outdoor drop, radio, Internet advertisements to achieve steady growth but the growth rate is lower than in 2017. In terms of different media, in 2018, the life circle media achieved high growth but the growth rate gradually slowed down, while the growth rate of tra

26、ditional media declined. Among them, the spending on television, newspapers, magazines, radio and traditional outdoor magazines fell 0.3 percent, fell 30.3 percent, fell 8.6 percent, fell 5.9 percent and fell 14.2 percent, respectively. The main reasons are as follows:(1) In 2018, only radio adverti

27、sements spending in traditional media increased year on year, while TV advertisements declined slightly, newspaper, magazine and traditional outdoor advertisements all showed a significant decline, and the top five industries of newspaper and magazine advertisements decreased year on year.(2) The ye

28、ar-on-year decline in TV advertisements spending is mainly due to the decrease of 4.4 percent and 14.8 percent in provincial terrestrial and provincial city channels, while the year-on-year increase of 17.8 percent and 5.1 percent in CCTV and provincial satellite TV channels. In addition, the time s

29、pent on TV commercials in 2018 fell 8.1 percent year on year. In 2017, elevator poster advertisements continued to grow at a high rate, with a year-on-year growth of 24.9 percent. The top five advertisements sectors were posts and telecommunications, commerce and services, transportation, food, and

30、IT products and services, among which food and IT products and services increased 39.4 percent and 86.8 percent year on year. In addition, elevator television advertisements also maintained a sustained high growth trend, a year-on-year increase of 23.40 percent. The top five advertisements sectors w

31、ere posts and telecommunications, IT products and services, entertainment and leisure, beverages, and alcoholic beverages, with a year-on-year increase of 123.6 percent and 329.2 percent respectively. The top five industries in 2018 are transportation, activities, posts and telecommunications, IT pr

32、oducts and services, and entertainment and leisure. Traffic advertisers increased the number of bullet car +390.90 percent year on year, melon seeds used car +932.70 percent year on year. Due to the obvious positive correlation between cinema video advertisements and the film box office market, with

33、 the overall trend of the domestic film market in the future, the number of movie-goers will gradually increase, which is expected to drive the continuous rapid growth of cinema video advertisements. In 2016 and 2017, the online advertisements penetration rate in China was 44.7 percent and 58 percen

34、t, respectively. Thanks to the rapid growth of advertisements revenue of Internet header companies such as tencent, byteplay and pinduoduo, it is expected that the online advertisements penetration rate in Chinas advertisements market (including e-commerce advertisements) will continue to grow, reac

35、hing around 79 percent in 2019. Online advertisements (including e-commerce advertisements) are expected to maintain a high growth rate, with a year-on-year growth of 27 percent in 2019, while Internet advertisements will maintain a growth rate of around 30 percent in 2018 and 2019, with an incremen

36、t of 120 billion yuan and 140 billion yuan.With the continuous rise of Internet advertisements, on the one hand, traditional offline advertisements platforms will further shrink, on the other hand, platforms that rely more heavily on traditional industry advertisers (such as automobile, real estate,

37、 fast consumer goods and other industries that are subject to macro impact) will face greater macro risks.1.2 Background Analysis of Advertisements in Western Countries World War II, the huge changes in the world economic and political situation occurred, while international trade also had unprecede

38、nted development, which made the western advertising industry has considerable progress. They mainly manifested in: 1. The color television, video, satellite communication, computer and other advanced telecommunication technology used in advertisements campaigns, advertisements into the electronic i

39、nformation age. New forms of advertisements continue to emerge, large-scale, international advertisements activities continue to carry out. The new means of communication greatly improve the efficiency, speed and quality of communication, and expand the scope of communication. 2. The establishment o

40、f international advertisements companies and the development of transnational operations enable advertisements companies to engage in large-scale planning activities for international advertisements and to carry out advertisements promotion in many countries. 3. The development of social production,

41、 many countries in the international industrial division to mass production on the basis of international products, these products to global integration market as the goal, and on a global scale to a wide range of advertisements, an unprecedented scale, make the international advertisements campaign

42、s such as American Coca-Cola, butyl speed culling, every time around the world to carry out the advertisements campaign.1.3 The Importance of English-Chinese advertisements Translation As the economies of various countries continue to move toward globalization, the trade relationship between China a

43、nd the West has become closer and closer. Language, as a bridge of communication, is indispensable in bilateral exchanges. In the face of fierce market competition, various countries, especially developed countries, seize market share by developing high-tech products, improving product quality, esta

44、blishing sales networks and increasing advertisements. Advertising plays an important role in the sale of products in the international market, which helps trade entities to open the international market and enhance the brand image. Advertisements translation is not only a simple translation of lang

45、uage. If the translator simply converts words, the advertisements effect will be greatly reduced. In terms of language, education, traditional customs, religious beliefs, etc., domestic and foreign advertisements contain cultural differences. Chinese bicycle brand Five Goats is translated as Five Go

46、ats in foreign countries, which affects the brand image and sales, because goat is a negative word in English. The quality of advertisements translation will not only affect the transmission of information, but also determine whether the product can stand on the market to a large extent.2 The Relati

47、onship Between Advertisements And Culture Today, the original communication function and content of advertisements are gradually changing. The reason is the social development characteristics of global economic integration and global economic and cultural integration. And the relationship between ad

48、vertising and culture is getting closer and closer. Its performance is as follows: (1) Advertising and advertising activities reflect each other under a specific cultural background and reflect the culture of a specific society or group. (2) There is a restrictive relationship between advertising an

49、d culture. Advertising activities are always carried out under a certain cultural background. Culture influences peoples attitudes towards advertising and limits their needs. (3) There is a connection between advertising and cultural use. Advertisements or advertising campaigns will not passively re

50、flect culture, but will be restricted by culture. (4) There is a promotion relationship between advertising and culture. Advertisements has the function of education, through which people not only learn information about goods or services, but also learn many concepts, including outlook on life, val

51、ues and consumption, which affect peoples ideology, ideology and behavior.3 Effect of Cultural Differences Between China and the West on Advertisements TranslationThe material and spiritual cultural differences between China and the west make the cultural differences between China and the west espec

52、ially obvious. The material culture difference between China and the west also leads to the difference in the cognition of things, while the spiritual cultural difference is the difference in the way of thinking, customs and values.3.1 Effect of Material and Cultural Differences Between Chinese and

53、English on Advertisements Translation Different material cultures in different countries refer to the tools or supplies used in daily life, mainly reflecting peoples clothing, food, housing, transportation and other aspects. Chinas 5,000 years of history has created a long history and culture, and p

54、eople of all ethnic groups have their own unique characteristics in terms of food, clothing, housing and transportation. Led by the rapid development of the west, the western nations gradually have something in common in food, clothing, housing and transportation. And because of the differences in m

55、aterial culture between China and the west, they also have different comprehensions of things. Therefore, in the process of translating English and ChineseTherefore, in the study of English-Chinese advertising translation, we should consider the influence of different material and cultural differenc

56、es, and pay special attention to the different understanding and understanding of the same material between China and the west.3.2 Effect of Spiritual and Cultural Differences Between Chinese and English on Advertisements Translation I find that there is only one factor that determines the differenc

57、e between Chinese and western language use: the difference between Chinese and western ways of thinking. When you say something in Chinese, you usually foreshadow it first and then focus on the point. English, on the other hand, tends to come straight to the point, stating what you want to say and t

58、hen going into some details. Time and place from large to small, from far to near is the customary order of Chinese expressions. English is the opposite. In different language environments, the connotation of the same thing may be different. The same colors, Numbers, animals, and so on can have different meanings. For instance, in Chinese culture, the dragon is a mascot which is symbol of power and dignity. However, dragons are evil in the eyes of westerners and have bad connotations. In terms of values, collectivity and equality are emphasized in Chin