浅谈英汉语言文化差异对广告翻译的影响

1、浅谈英汉语言文化差异对广告翻译的影响abstratastheprdutfulture,advertiseentdiretlyrefletsthelserelatinshipbeteenlanguageandulture.andadvertisinglanguageisaspeialartfr,hihhasprfundulturalbakgrundandanbeinfluenedbythetendenyftheties.thispaperinvestigatesthehineseandenglishadvertisinglanguages,andunverstheulturedifferenes

2、inadvertiseents.thenitdisussestheprblesintheadvertisingtranslatin,andputsfrardtheartistiandeffetiveethdsfadvertisingtranslatin.therldisgettinginreasinglyglbalized.advertiseentislselyrelatedttheulture.thepurpsefanadvertiseentistpersuadetargetnsueserstbuytheadvertisedprdutsrservies.thus,itisastiprtant

3、tasktbeaarefthedifferenesbeteenhineseultureandesternulture.thispaperanalyzesthedifferenesfrsixaspets:nisversuspluralis,lletivisversusindividualis,theipliitayversusthediretay,theiagerypatternversustheabstratpattern,respetfauthrityversusrespetfself-perfrane,andthedifferenesfsialbakgrundandaesthetis.se

4、defetsandevenunsuessfuladvertiseentsareadebeauseftheprqualityftranslatin.thispaperpreedsfrprblesinadvertisingtranslatinthatthetranslatrsdnthaveagdandfthenatin-speifiultureandistadhesivettheadvertiseentssuperfiialeaninghiletherearealtfulturalfatrshiddeninthepresentadvertisingtranslatin.infat,advertis

5、eenttranslatinrequiresrethanjustrenderingsentenesintantherlanguage.translatrshavetnverttheideasandthughtsbehindthesentenesintthetargetlanguagebyapplyingtheknledgefthetargetulture.thispapersuggestsseethdstakeadvertisingtranslatininviefthelanguageandulturedifferenes.keyrdsadvertisinglanguage;ulturedif

6、ferene;advertisingtranslatin【摘要】广告作为文化的产物，可以更直接地展示语言和文化的关系，所以广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。本文对中、英广告语言进展了讨论，提醒了中英广告的语言在语音、语义、文字形式及修辞等方面的差异以及文化差异。然后，文章分析了广告语言翻译中存在的问题，从文化的角度提出了有关广告翻译的艺术的有效方法。因为全球的经济一体化，所以广告语言涉及了大量的文化知识。既然广告语言的目的是劝导目的消费者购置其产品或效劳，那么充分理解中西文化差异就成了一项举足轻重的任务。本文从六个方面进展分析，它们依次是一元论和多元论、集体主义和个人主义、含

7、蓄和率直、形象和抽象、权威意识从众心理和自身成效自身价值、社会历史背景、审美方式等差异。中英广告的互译中，有许多不理想的实例，有的甚至导致了销售挫折.本文分析了问题的原因，主要是在于当今广告翻译同样蕴藏着大量的文化，而译者却没有足够的文化的驾驭才能，太拘泥于原文表层。事实上，广告的翻译不是简单地把句子翻译出来。翻译人员要充分运用目的文化知识，把句子后而所承载的思想、概念尤其是文化传递给译入语的目的消费者。所以本文旨从广告语言文化差异的角度出发介绍几种英汉广告互译的方法。【关键词】广告语言；文化差异；广告翻译1.linguistidifferenesrefletedinadvertiseents

8、herrd,hineseisalanguagegvernedbyeaning.hineseisregardedasaflexiblelanguagehihanbelngrshrtinitslexialunits,andisbasednthelanguageflgiphrasehunkshileesternlanguageareadeupfverbentraleleentshihareinflexible.t

9、hefllingpartfthispaperilldisusssevenaspetsflinguistidifferenesrefletedinadvertiseent.1.1flinghunksvs.svstruturejinhuikang2paresthehineseandenglishlanguagesindetails.inviefsyntax,hinesesentenesnnetinr-lausesardingthrnlgialrlgialrder.thestrutureseesshrtandlse.itseldfusesnnerigidpintbutvesardingiththel

10、gialrderandthehangingrhyth.unlikethehinesestruture,englishsentenedisplaysaspatialarrangeentiththeverbasaenter.theyarelearineaningandtightinstruture.therefre,hinesesyntatistruturesusuallyeplyparataxis,ranslatin,eustgetridfurnayfthinking,andarrangesentenesnfringtthetargetr

11、ulesandnventins.thefllingexaplesshtheseintrinsidifferenesrkinginhineseandenglish,andhelpusexplreseplausibletranslatinethds.(1)境内西湖如明镜，千峰凝翠，洞壑幽深，风光绮丽。theestlakeislikeairrr,ebellishedallarundithgreenhillsanddeepavesfenhantingbeauty.3bviusly,theriginalstrutureishangedinthetargettext.thestruturefthehine

12、seadvertiseentislseithseshrtlauses,hereastheenglishnebreaksitintnesentene,hihisenterednaverb,ithdifiersfpartiiplephrase,prpsitinphrase,andnunphrasearundit.bydings,thetranslatinephasizestheentraleaninginthesvstruturetheestlakeislikeairrrandspeifiestheipliedlgialrelatinshipinthesurfaefr.refletinglingu

13、istifeaturesfenglishlanguage,thetranslatinisasuessfulneinbthntentandfuntin.1.2flerylanguagevs.niserding4“hennerningabuttherhetri,hinesetendstusegrgeusrdshileenglishhasavividharaterfniseness.“hineseisgdritertexpresstheirfeelingsbyritingandtrytheirbesttapplygrandvabularytdesribebeautifulandvingiagestb

14、esundedelegantly.anyhigh-sundingrdsanbefundinhinese.frinstane,inhineseadvertiseentsefrequentlyseerdslike“一流(firstlass)，“完美(perfet)，“独特(speifi)regardlessfthequalityfgdsbeingadvertised.ithregardtlanguagefrs,thehineselanguagestrivesfrsyetryinstrutureandrhyeinsund,henereadingneat,ipliitandusial.frexaple

15、,fur-haraterphrases,parallelis,antithesisappearsfrequentlyinhinese.inrdertahieverhying,ephasisrneatstruturehineselanguageftenresrtsttautlgy.“nthentrary,esternliteratureandarthavebeendevelpingunderthetheryfiitatingthereality.theenglishlanguagerefletsthistheryandprvestbebjetive,fatualandratinal.ithast

16、ightsentenestruture,etiulusstreafthught,andlgialrelatinshipbeteenlinguistiunits,niserdingandstraightfrarddesriptin.allinall,brevityisthesulfit,rintherrds,aprperrdinaprperplaeisgdenglish.abusingfflridlanguageisfrbiddeningdenglish,fritisnsideredillgialandayhartheriginaleaningruniatin.“thushineseandeng

17、lishadvertiseentsarequitedifferent,espeiallyhendesribingseneryinturistadvertiseents.itisalanguagefrpetstgiveexpressintspeialfeelingsinsteadfdefiningrjudging.evenhendesribingseneries,englishdisplaysabeautyffr,straightfrard,expliit,bjetive,unliketheasual,subjetivehinese.frexaple,thefllingadvertiseentr

18、ittenbyanativespeakerfenglishisniseandplain,andthrughsiileandbinatinfnretesenes,itprvidesenughspaefriaginatin.hever,frthepintfviefhinese,itaybetplain.frexaple:(2)tinyislandsarestrungarundtheedgefthepeninsulalikeapearlneklae.hunksfralreef,nutpalsandfinehitesand.“ifetranslateitrdbyrd,itillnteethineser

19、eadersexpetatin.sabundantdifierssuhas“礁红，“成片，and“如银，andfur-haraterphraseslike“玲珑小巧，and“如诗如画areeplyedtakethetranslatedversinreadbeautiful.“座座岛屿玲珑小巧，严密相连，像一串珍珠缀成的项链，环绕着半岛边缘。岛上珊瑚礁红，椰树成片，沙滩如银，风光如诗如画。“thebldharatersaddhartthesenisptandntributetthehlerhyingstruturebuteannthingtenglishreadersbeausetheyarer

20、epetitiveandrdy.thesaeistruethatin-etranslatin,thsesuperfluusdifiersshuldbeitted,adaptedripliitbeteenlinessastakethetargetversinnfrttheesternersaesthetistandards.1.3speehntrast5theprnuniatinfthelanguageanausetheentallydifferentsensefhearingresult,andstirupthedifferentreatinentally,heveritissftrleara

21、ndrisprstrng,rdignified.inadvertisinglanguage,eusuallyakeusefnatpeitivatin,sundsyblisandehishihuldeasilyausethetargetaudienesaesthetifeeling.butthereexistagreatdifferenebeteenhineseandesternspeeh,natpeiaandrhyth.asaresult,itakestranslatrpuzzled.inenglishadvertisingrds,inrdertaketheadfullfaesthetifee

22、ling,theyftenakeusefalliteratin,assnane,rhye,andnsnane.frexaple,theadvertiseentphraseneverlatenfathersday.therearetassnaneeihihsundusiallyharnius.hever,itisquitediffiulttattainthisaesthetifeelinginitshinesetranslatin.reverhiletranslatingeshuldstillntieseadvertiseentsphrasesundayausetleadtbadeaningin

23、antherlanguage.frexaplethejapanesepanyftshibaneusesanadvertiseent:(3)东芝(tshiba),东芝(tshiba),大家的东芝.thisisaadvertisinglyri.thefirst“东芝istranslatedintthesundtshiba.heneyungpeplejkinglyreaditas“偷去吧，偷去吧，大家的东西inthisay,theresnslenityatall.1.4seantintrast5languageisanessentialpartasellasthearrierfaulture,hih

24、ntnlyrefletsitsraialhistryandulturalbakgrund,butalsinludesthevies,lifestyle,andthinkingethd.eanhile,advertisinglanguage,nebranhfthelanguage,isalsrefletedbytheulture.itisntenughfradvertisingtranslatrsnlytkntheliteraleaningfanad,fritaybeendedithextendedeaningandulturalipliatin.fullypetentadvertisingtr

25、anslatrsaresuppsedthaveagdandfreligins,traditins,ethniattitudes,thespiritfunity,andpurhasinghabitsfthetargetuntries.therise,thetranslatedadsightgagainsttheriginalintentinftheprduersinthefllingfuraspets.1)translatinnveysadergatrysenseinthetargetulture.frexaple,theshanghai-prduedpenbrandedas“白翎uldreei

26、veeleinenglish-speakinguntries,frthebrandistranslatedashitefeather.unfrtunately,hitefeatherisasyblrarkfardieinenglish.itderivesthenntatinfrthebeliefthathitefeatherinagaekstailisasignfaprfighter.theenglishidi,shthehitefeather,eanssneakaayataritialjunture.therefre,hitefeatherisusedtrepresentaitiffs.th

27、etranslatinnullifiesthestrengthsfthepanyntheinternatinalarketandbeesadisadvantagethatfailstservetheinterestsftheprduersrthsefthedistributrs.2)translatinhappenstbeplitiallyinapprpriate.henintrduedtfreignuntries,thehinesebrandfanvasshes“大鹏isrenderedasr,hihisasrtfgiantbirdinarabifables.hever,rhappenstb

28、etheabbreviatinfrepublifhina.bviusly,thetranslatinstirsupinapprpriateplitialassiatins.3)translatinisntelegantenugh.inenglish,kusuallyhastheipliedeaningfaertainpartfhuanbdy.ifthebrandnae“金鸡isliterallytranslatedintgldenk,thetranslatedterillannihilatethegdiageftheprdutsandleavethetargetaudienetheipress

29、infvulgarity.infat,thereisabetterversinfr“金鸡，-gldenrster.4)translatinbyusinghinesephnetilettersinidesithenglishrdsithdergatrysense.thetypialexapleis“马戏扑克.theversinaxipukereindstheenglishnsuersfsethingrevltingandunpleasant,fraxieansbiginenglishandpukeindiatesvitedfdrdrink.1.5differenesbeteenharaterfr

30、5itisself-evidentthatvariusuntries,natinalitiesandreginsuseavarietyfharaters.furtherre,likesanddislikesfrertainharatersareidelydivergent.itisreprtedthatjapaneseareinfavrfsuhhineseharatersas“诚、“梦、“爱、“愁and“美hilesthineseareaustedt“福、“寿、“喜and“乐.inardaneiththeaerianauthrirvingallae,thestbeautifulenglishr

31、dsarehie,glden,lullaby，eldyandururing,et.sinehineseisavisualsyblisysteiththestpreisestruturefrrerdinghuanspeeh,thepitgraphiandassiativehineseharatersarentnlyptentialintransittingessage,butalsffergreatadditinalaesthetifuntinsastarusensuerspsitivereatin.unlikehinese,englishisanalphabetialsystefritinga

32、ndanhardlyprdueartistiiagenlythrughitsrds.innsequene,itisbyneansaneasyjbtgiveaurateandelegantenglishversinsfrthehineseads.inasefuntranslatabilityarisingfrharaterdifferenes,advertisingtranslatrshavetexertallstrengthstseektherethds,frinstane,treateapletelyneadfrthesaeprdutintendedfrthetargetarket.heni

33、ntrduingitsprdutsthina,japanesetytaautbilepanyingeniuslyeplys“车到山前必有路，有路必有丰田车tstiulatehinesensuersintpurhases.1.6rhetrintrast5englishisrapidlybeingtheuniversallanguagefrinternatinalbusiness.itisinevitablefrhineseprduersttranslatetheiradsintenglishtgainaplaentherldarket.rhetrideviesarethestnlyusedtls

34、inenglishadvertisingpyriting.theredexistdifferenesinrhetrialfiguresbeteenhineseandenglish,andthesedifferenesayputtranslatrsinadiffiultpsitin.frinstane:(4)黄河冰箱，领“鲜一步。thisadadptstherhetrialdeviefpun,hihisdiffiultttranslate.thetranslatranhardlyrendertheeaningithutsarifiingthefr,raintaintheriginalflavri

35、thutdistrtingtheeaning.thetranslatinfrhetrialdeviesinhineseadsisaknttyprble,hihhasblkedtheayfanytranslatrsfhineseads.asstatedinthepreviuspartfthethesis,hatshuldbebrneinindisthatuniatinbeeseffetiveabradnlyaftertheessagehasbeenapprpriatelytranslated.ithutthisadequateandexpressivetranslatin,itisveryunl

36、ikelytprdueanipatnthefreignnsuer.therefre,theauthrtriestakeastudyftherhetrialdeviesusedinadvertisingenglishtpavetheayfrtheappliatinfenglishrhetritthetranslatinfhineseads.1.7theinfluenentheadvertisingtranslatintranslatinisabilingualandbiulturalativity.thetranslatralaysseekststrikeabalanebeteenthetlan

37、guagesandtulturesinvlvedintheativity.anyshiftfephasisfrthesurelanguageandulturetthetargetunterpartsrvieversaayresultinthedifferenebeteenliteraltranslatinandfreetranslatin,faithfultranslatinandidiatitranslatin,seantitranslatinanduniativetranslatin,rd-fr-rdtranslatinandadaptatin.astheajrfuntinfadverti

38、singistenuragesales,i.e.,tpersuadethetargetaudienetakeapurhase,advertisingtranslatin,hihaisatprtingsalesntheverseasarket,shuldneessarilylayitsephasisntheverseasaudiene,i.e.,thetargetlanguagereadership.hatshuldbefavredinadvertisingtranslatinistheessageratherthanthefr,thesenseinsteadftherds,thespirita

39、ndntthestruture.inrdertnveytheriginalessage,renderthepriarysenseanddisplaytherightspirit,thefr,rdsandstruturefthesureadvertisingtextanberetainedifpssible,adaptedandevennvertedifneessary.thetranslatrusttry,byhkrbyrk,tprduetherrespndingeffet,rintherrds,treatesiilarrespnsefrthetargetlanguagereadership.

40、2.theretialbakgrundtaspetsfadvertisinglanguageillbedisussedinthispart,theneisabutulturaldifferenesandthetherisnerningabuttheadvertisingtranslatin.2.1relatinbeteenlanguage,ultureandthughtardingtbernstein,languageissethinghihbthinfluenesultureandisinturninfluenedbyulture,iththesendinflueneapparentlyst

41、rngerthanthefirst.ardingtbrn,ultureisreallyanintegralpartftheinteratinbeteenlanguageandthught.ulturepatterns,ustsandaysflifeareexpressedinlanguage;ulture-speifirldviesarerefletedinlanguage.2.2ultureandadvertisinglanguageadvertisinglanguageisrefletivefliterature,psyhlgyandaesthetisftheulturalunity.it

42、arriesarksfinfluenefthatulturalunitystraditininitsrldvies,sialvalues,religinandthelike.frinstane,aerianadvertiseentsirrraeriansulturalpsyhlgy-questfradventureandindividuality.thisissuggestedbythelinguistipreferenefrrdslikeadventure,different,fearless,exhilarating,bld,neandinnvative,hereas,thepsyhlgy

43、refletedinhineseadvertiseentstendstbepursuitfr,say,kinship,perfetinandfailyunifiatin.theulturedifferenesrefletnthelanguage,espeiallyntheadvertisinglanguage.therefre,thereareertainneptshihanbeativatesbyanenglishrdbutntbyitshineseequivalent.itisquitepssiblethatahineseversinfanaerianadvertiseentaynttri

44、ggertheintendedrespnseinthehinesensuers,andhatsrse,itayntbeunderstdbythe.hene,thereatranslatrknsabuthaulturalgrupviesuhthingsashur,interpersnalrelatinship,lifeandrkstyle,theresuessfullyhersheillbeabletprdueaneffetiveadvertiseenttranslatin.3.ulturaldifferenesinadvertisinglanguagethefastertheenygrs;th

45、ereexhangethereillbe.beauseftheglbaleniarket,ulturedifferenesanberefletedeveryhere.theadvertiseentistheativenstituentinthehlearket,andtheadvertisinglanguageisfullfabundantulture.saqualifiedadvertisershuldknlearabutthebasiulturaldifferenesandhersheanakeapetitiveadvertiseent,hihanbeellunderstdandaruse

46、thesypathetipurhasingatin.thusthishapterillexplainthebasiulturaldifferenefrthesixaspets.3.1nisversuspluralis6frtheaspetfulturebasifr,hineseulturehasthenisviepintandtheesternulturehasthepluralisviepint.natureandhuanareinnenessisnefhinesephilsphyneptsinhinesetraditinalulture.itinsiststhatnatureandhuan

47、shuldbeinharny.ntrarytthehineseulture,theesternultureinsistsntheviefpluralis.itephasizesnthehangesanddifferenesftheatter,self-develpent,andenterprisingspirits.sehineseadvertiseentseettheulturepsyhlgyfhinesepubli,andreatesepreferableadvertisingrds.frexaple:(5)天堂水沏的龙井茶，娃哈哈矿泉水茶饮料。(beverage)(6)天地间造化，动静皆

48、风云。(ar)(7)一份好奶，一片云;远在天边，近在你我心间天生的好奶，天山雪。(freshilk)thethreeadvertisingexaplestakeadvantageftheideanatureandhuanareinneness,andreateiagininglanguageintheayfepathy.theeansfartistiexpressinattratthereadersattentinandtheadvertiseentgetsitsidealeffet.theadvertisertakestheahahabeverageasthehlyaterfrparadis

49、ebyusingaetaphr.aterfrtheparadiseesfrthefive-thusand-year-ldhineseulture.theythakesthenaternbleandysterius.thensuersfeelitshuldbeutfrdinaryiftheybuytheerhandise.thepure,thehlyandtherihfragrantaketheteabeveragebetheessenefheavenandearth.stheprdutsfasinatethensuerssuhthatarusethepeplesenthusiasandthes

50、trngpurhasedesire.thisadvertiseentgetsitgal.theenglishadvertiseentsareaffetedbythepluralisviepintfesternulturehihpreferstheindividualfreed,self-develpentandthereativeability.italsenuragespeplettransfrrldandnquerthenature.theseadvertiseentshighlighttheiprtanefpersnself-develpent,andpubliizetheirprdut

51、sfrpintfviefpersnality.theyshtheideasinesternvaluesystethatpepleanhangeeverythingandpepleanreateeverything.theadvertiseentsanifestthebeliefsthatpepleshuldpursuitthefreedandtheself-develpent,andreatethefuture.thesesexpressinssatisfythensuerspersnalitydevelpentandarusethesypathetirespnses.3.2lletivisv

52、ersusindividualis6atthevalueaspet,thehineseulturershipstheselflessdediatin.persnalvalueliesinthedediatin.inhinastraditinalulture,philanthrpis,kindandjustiealaysisthesietyvalueinrship.thinese,persnalhappinessisinardaneiththelletivebenefits.nsideratin,areandlvehavebeenthestatefindthatthepepleephasize.

53、therefre,hinesepeplepayreattentintnatinalaffairs,failyaffairs,everythingnerned,andgivingthersithverynsiderateandnerningareisregardedasvirtue.butintheesternsietyulture,pepleephasizetheharaterpersnalfreed,egdevelpentandpersnalspiritfenterprise,persnalbenefitsarebeyndnthelletivebenefits.thedifferentval

54、ueillrefletbyalleansateahadlanguage.theexapleslistedbeluldprve:(8)妈妈,我又梦见了村边的小溪,梦见了奶奶,梦见了您。妈妈,我给您捎去一样好东西。威力洗衣机,献给妈妈的爱。(威力牌洗衣机)(9)让妻子从繁重的家务中解脱出来,这是每个丈夫的职责.theauthrfthesehineseadvertiseentplaesneselfangthensuers.eaneasilyfundsethingtenderandaffable.adptingtheepathyffeeling,arusethensuersfailyaffetinan

55、dfriendship.therefre,theadreadveryhuan.shnsideratintthethers,thekindandjustieuniversallve,respettheldandlvetheyung,thepeaefulfailyhavebeenthevirtuethattheuruntrypubliizesinthetraditinalulture,buttheseadvertiseentgivethesetraditinalvirtuesfrprdut,ithathikaffetinlrtkintexaggeratin,akingalaithattheprdu

56、tanbetrustedandfeelarithit.nthentrary,englishadvertiseentephasizethepersnalstruggle,persnfreedandegrealizatin,enuragingharaterdevelpentisusuallyanenglishadvertiseentlaiethd.suhas:(10)lufthansaurpersnalservieillappealtyurindividualtaste.(lufthansaairline)(11)frtheanhakeshisnrules.preierfrjhnniealkerr

57、areldsthhisky,agedtperfetin.theresultfver170yearsfexpertise.(preierhisky)3.3theipliitayversusthediretayinhinesetraditinalulture,thereisapublifeelingthattherdsshuldbenservativeand,hehineseartiles,thereareserdsthatseeunrelated,hihhi

58、ghlightthethee.tseextent,thereareaferdsabutthepeuliaritiesandthefuntinsftheprduts.frexaples:(12)自己人，不玩虚的，贵府酒。(贵府酒)(13)鹤舞白沙，我心飞翔。(白沙集团)(14)朋友友谊，贵乎至诚相处，互相支持帮助。啊，滴滴香浓，意犹未尽!(15)justhatthedentistrdered.inall,hinesenatinthinkhighlyffriendship.stheseeansentinedabveanahievethesypathetieffet.theadvertiseents

59、getthegal.frantherexaple:ntheressethingredentistsanreendfryurgusthatsprventhelpgetthehealthier.restplusguareisthenlyavityfgettingtthpastethatsseffetive;itsliniallyprventhelpreservethegudiseasegingivitis.(rest佳洁士牙膏)frtheadvertiseentabve,itanbeseenthatthefrank,andid,andeffiientattitudes.theadvertisers

60、shthepeuliaritiesandfuntinsftheprdutsstraightfrardly.therdsareveryreliableandnvinible.thisdiretexpressingayfadvertisingpliesiththeesternpeplesstyleandgivesgdipressinttheesternreaders.3.4theiagerypatternversusabstratpatterninhinesetraditinalulture,thedefthinkingisbelngingttheiagerypatternstftie.tseex