A-Brief-Study-on-the-Translation-of-Public-Service-Advertising英语专业论文

PAGEPAGE26中国某某某某学校学生毕业设计(论文)题目：ABriefStudyontheTranslationofPublicServiceAdvertising姓名：0000000班级、学号：0000000000000系(部)：经济管理系专业：商务英语指导教师：00000000开题时间：2008.11.12完成时间：2008.11.122009年10目录毕业设计任务书…………………1毕业设计成绩评定表……………2答辩申请书……………………3-6正文……………7-28答辩委员会表决意见……………29答辩过程记录表…………………30课题ABriefStudyontheTranslationofPublicServiceAdvertising课题(论文)提纲引言I.1.1定义1.2功能II.公益广告的特点2.1公益广告与商业广告的区别2.2公益广告的表现形式2.2.1媒介2.2.2有感染力的表达2.3公益广告的语言特点2.3.1有感染力词的应用2.3.2简洁词的应用2.4公益广告的修辞技巧2.4.1押韵2.4.2拟人2.4.3比喻2.4.4双关2.4.5象征2.4.6反语III.中英公益广告翻译中的文化因素及其所存在问题3.1中西方公益广告标语中文化差异3.1.1中西方公益广告翻译中同一词的不同3.1.2中西方公益广告中的文化价值差异3.2公益广告翻译中存在的问题3.2.1逐字逐句3.2.2语法错误3.2.3用词不当结语二、内容摘要公益广告是一种具有很高宣传价值的实用性文体。首先，翻译是两种语言之间的转换，只有了解了两种语言的特点，才能有效地进行公益广告翻译。其次，翻译也是两种文化的转换，中英文化差异不可避免的会影响公益广告翻译。为更好的发挥公益广告的功效，我们在翻译时也应考虑文化因素。公益广告的英译在中国是很重要的，但是，目前我国的公益广告在英译方面有进一步研究和改进的空间。因此，对汉语公益广告的英译进行研究是有很多实际意义的。关键词：公益广告；语言特点；文化差异参考文献[1]Holman.C.Hugh.AHandbooktoLiterature.NewYork.TheOdysseyPress.1972.[2]WilliamWellsetal.Advertising.PrinciplesandPractice.EnglewoodCliffs.NJ.PrenticeHall.1995.[3]WalterD.Scott.ThePsychologyofAdvertising.Bristol.ThomasPress.2000.[4]乔万娜.迈向全球的中国公益广告.“全球化与人的发展”国际学术研讨会论文集.2005.448.[5]郭可.英语新闻与广告写作.上海外国语学院学报.2(1992).57.[6]靳涵身.诗型广告翻译研究.成都:四川大学出版社.2005.92-133.[7]金海兵.试谈公益广告标语及其翻译.孝感学院学报.第25卷(5).49.[8]陈小慰.外宣标语口号译文建构的语用修辞分析.福州大学学报(哲学社会科学版).1(2007).96.[9]http://web73.enux.dk/index.php?id=15.[10]/nschwart/2312/lifeyousave.html.[11]/star/2002/1205/vo2-1.html.[12]/question/1307102501421.html.ABriefStudyontheTranslationofPublicServiceAdvertising000000Abstract:PSAisapracticaltexttypewithhighpublicityvalue.Firstly,sincetranslationistherenderingofonelanguageintoanother,similaritiesanddifferencesbetweenEnglishandChinesePSAsareanalyzed,foramasteryoflinguisticcharacteristicsofbothlanguageswillhelpcontributetotheeffectivetranslationofPSAs.Secondly,thetranslationofPSAisalsoakindofcross-culturecommunication.ThedifferencesofEnglishandChineseculturewillinevitablyinfluencePSAtranslation.InordertoattainthefunctionofPSAtranslationweshouldpaydueattentiontovariousaspectsofcultures.EnglishtranslationofChinesePSAsisofvitalimportanceinChinatoday,yetthereremainsmuchforustodointhisfield.ItispracticalandsignificanttodealwithaspectsofthetranslationofChinesePSAs.Keywords:PSA;languagecharacteristics;culturaldifferenceIntroductionPublicServiceAdvertising(PSA)isakindofnon-profitmakingadvertisement.Theyaremessagesofnonprofitorganizationaboutprogramsandservicesthatwillbenefitacommunity.Domestically,PSAsplayanincreasinglyimportantroleincallinguponthecitizenstoprotecttheenvironment,toaidtheneeded,tocarefortheoldandthedisabled,andtocontributetothesocial,culturaldevelopmentandthemodernizationofthecountry.WithChina’sentryintotheWTO,thousandsofvisitorshavecometoChinaandlivedhere.Especiallyafterthesuccessfullyheldofthe2008BeijingOlympicsGames,andtheapproachingofthe2010ShanghaiExpo,Chinahasbeingthefocusofthewordanditsrelationshipwiththeinternationalcommunityhasbecomingcloser.ThusPSA’sroleinbothChineseandEnglishcannotbeunderestimated.ForforeignershereinChina,EnglishPSAswillhelpthemtounderstandandappreciateChina’spolicies,publicwelfareundertakings,andthesocietyasawhole.Asaneffectivewayofpromotingculturalcommunication,thetranslationofPSAsloganshasinrecentyearsgainedmoreattentionandinterestoftranslatorsintheacademicfield.I.GeneralIntroductiontoPSAThischapteristogiveabriefintroductiontoPSAfirst,includingthedefinition,functionofPSA.1.1DefinitionThecommondefinitionofPSAcanbesummarizedasanannouncementforwhichnocommercialchargeissponsoredbythebroadcastersorbythenon-profitagency,governmentbody,orindividualprovidingthemessageofdisasterrelief,povertyalleviation,andassistancetothehandicapped,theactivitiesofeducation,science,culture,publichealth,andathleticundertakingsforsocialgroupsandindividualsinstraightenedcircumstances,aswellasconstructionofenvironmentalprotectionfacilitiesandpublicutilitiesinsociety.1.2FunctionThefunctionofPSAistopublicizetheorganization,seekdonationsorcallforsomeactionsbeneficialtosociety，topersuadeaviewertotakeaspecificactionoradoptaparticularviewpointonacauseorsocialissue,suchasthepreventionofanunhealthypractice,cessationofanexistingunhealthypractice,adoptionofahealthypractice，theenhancementofthepublicmoralaccomplishment.Asakindofmassculture,PSAcultureisofgreatsocialsignificance.II.CharacteristicsofPSAThisChapterintroducestheaspectoflinguisticfeaturesrangingfromwordstorhetoricdevices,etc.ThepurposeofmakingthisgeneralanalysisofPSAlanguagefeaturesistoprovidealogicalandsoundfoundationforthediscussionofthetranslationofPSAsfromChineseintoEnglishinthisthesis.2.1DifferencesbetweenCommercialAdvertisingandPSAPublicserviceadvertisingandcommercialadvertisingaretwokindsofmasscommunicationandbothdiffuseinformationthroughtheuseofmassmedia.Buttheyareverydifferentincontent,aimandappeal.Theaimofcommercialadvertisingistosellgoods,whilePSAseeksprofit;Besides,thesponsorsofcommercialadvertisingarealwaysthefirmsthemselveswhoaimatthepromotionoftheirproductsorservices,whilePSAshavesomeothersponsorsbesidesfirms.2.2FormsofPSAPSAcanbeclassifiedaccordingtothefollowingcriteria:2.2.1ByMediumUsually,PSAcommunicatesinformationinthreetypes:audio,visualandlanguage.Theprintedmaterials（suchasflyers,brochures,andposters）,outdooradvertising,radio,television,internet,magazines,becomethemaincarriersofPSA.Inmagazinesandnewspapers,PSAareacombinationofpicturesandlanguageofwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationislimited.Evenworse,itmayleadtomisunderstanding.Forexample,知识改变命运Thisslogan,meaningliterally“knowledgemaychangeone’sdestiny,”waspopularizedbyChinesecelebratedfilmdirectorZhanginaseriesofpublicserviceTVadvertisementsoverthelastfewyears.2.2.2ByAppealModelAppealmodelsinthelanguageofadvertisingrefertothewaystopersuade.InChina,therearemanyfamoussongsasPSA.Forexample,in1989,asongnamed“DedicationofLove”(“爱的奉献”)appearedintheCCTVSpringFestivalGala.Thelyricreads:爱的奉献这是心的呼唤，这是爱的奉献，这是人间的春风，这是生命的源泉。在没有心的沙漠，在没有爱的荒原，死神也望而却步，幸福之花处处开遍。啊……只要人人都献出一点爱，世界将变成美好的人间。啊……Nowthesonghasbecomeapopularbackgroundmusicplayedonoccasionsofcharity,whichtouchesthebottomofpeople’sheartandarousesthepublicattentiontohelpingthepeopleinneed.2.3LinguisticFeaturesofPSAThemostconspicuoussyntacticfeaturesincludethehighfrequencyofimperativesentences,interrogativesentencesandsimpleclauses,allofwhichhelptheimplementationoftheKISS(KeepItSimpleandSweet)rule.2.3.1UseofEvocativeandPersuasiveWordsMessagesforhigh-involvementhealthpracticestendtoemphasizesubstantiveincentives,presentingpersuasiveargumentssupportedbycrediblemessengersorevidencetomovetheaudiencethroughalengthyhierarchyofoutputstepssuchasattention,attitudechange,andaction.Bloodcostsnothingtogive,yetismorevaluablethananyotherresourceonearth.鲜血不需要付出什么，但是献出的血是世界上最昂贵的。Drivecarefullythelifeyousavemaybeyourown!为了你和他人的生命安全，请小心驾驶！EvocativeandpersuasivewordsarealsowidelyusedinChinesePSAs,suchas“禁止……”,“严禁……”and“请勿……”.Wecanseetheminmostofthetouristattractionsandpublicareas,forexample,禁止拍照NoPhotography严禁携带危险品DangerousGoodsAreProhibited请勿大声喧哗KeepYourVoicesDown/NoShouting2.3.2UseofConciseandPlainWordsItwillachievebettereffecttousesimplesentencesthancompoundsentences,becausethereaderswillgetboredonreadingcomplexsentences.SpokenwordsarecommonlyusedinPSAs.Manyofthemoftenleaveadeepimpressiononreaders.Forexample,BetterCityBetterLife(2010WorldExpositionPSAslogan)2.3.3UseofImplicitWordsUsually,animplicitutterancecanachievevividlyandvisuallyanidealeffect.Forexample,Ifyousitinthebarber’schairlongenough,you’lleventuallygetahaircut.Thisadconveysthemessageofwarningtheaudiencethat“ecstasynowirreversibledepressionlate”.InChina,thereisasimilaridiom“常在河边走，怎会不湿鞋”.(Youcanhardlykeepyourshoesdryifyoukeepwalkingalongtheriverside.)Anaccidentcouldbeaonewaytickettodisabilityretirement.FromtheaboveexampleswecanseethatPSAsusemildorvagueorround-aboutexpressionsinsteadofuncompromisingcommandsoastotouchtheviewer’sheart.2.4RhetoricMeansofPSARhetoricmayserveseveralfunctionsinPSA,suchasattractingattention,generatingapositivemood,orcommunicatingtheessenceofamessageinafastandeffectiveway.Moreover,thecreativeuseofrhetoricinadvertisingmayresultinPSAthatareemotionallylive,andintellectuallyappealingandmemorable.Afresh,aptrhetoricaldeviceappealstotheimagination,createsmentalpicturesandmakesthesloganvivid,impressiveandinteresting.2.4.1RhymeRhymehasbeendefinedasthesimilarityoridentityofsoundthatexistsbetweenaccentedsyllablesthatoccupycorrespondingpositionsintwoormorelinesofaverse.CasesofRhymeareillustratedasbelow:BetterLiving,BrighterFuture.(HKSubwayPSA)HumanandNature,NotHumanendNature.Thesecondoneisasloganforenvironmentalprotection,inwhich“and”rhymeswith“end”.Therhymeemployedenablestheslogantohaveapleasingrhythm,andmakeitapleasuretoread.Moreover,rhymeusedinthissloganworkstoformharmonyandbeautyinsound,bringingmoreaffectingpowertotheadvertisement.Thus,inthisadvertisement,rhymeplaysitsbestrole.2.4.2LexicalRhetoricLexicalfiguresofspeechhavebeenbestemployedinEnglishadvertisingbyadvertisers.LexicalrhetoricinPSAconsistsofpersonification,simile,metaphor,pun,symbolism,irony,etc.2.4.3PersonificationPersonificationisafigureofspeechinwhichinanimateobjectsorabstractionsareendowedwithhumanqualitiesorarerepresentedaspossessinghumanform.Personificationisgenerallyusedtogivehumanqualitiesorabilitiestoabstractionornon-humanentities.TheuseofpersonificationinPSAwillendowtheobjectivewithhumanemotion,andwillmakethemamicabletoreader.Forexample:Saveyourenvironment’sbreath.PleasegivemeachancetogrowThelifeistorrentialbecauseofyou(BloodDonationPSA).Theuseofpersonificationenablesthesloganstobeeasilyrememberedbyreaders.Inaddition,filledwithwit,ithelpsthePSAsloganwinfavorfromreaders.Hereisanotherexample:爱我，追我，千万别吻我ThepersonificationinthisChinesePSAissoexpressiveandvividthatallthedriverscanlearnitsmeaning.2.4.3SimileandMetaphorAsimileisafigureofspeech“inwhichasimilaritybetweentwoobjectsisdirectlyexpressed.”12TheemploymentofsimileinPSAscanhelpreaderstogetfamiliarwiththeproductsadvertisedinamorespecificway.Ametaphorisanimpliedcomparisonbetweentwothingswhichareofdifferentnaturebutwhichhaveoneormorefeaturesincommon.Themainandoneseriouspurposeofmetaphoristodescribeanentity,eventorqualitymorecomprehensivelyandconciselyandinamorecomplexwaythanispossiblebyusingliterallanguage.Forexample,Smelllikeafallenangel,yoursmiles,ourneeds.CultureHeritageTheSecretofInfinite(CultureHeritageProtectionPSA)2.4.4PunPunisatypicalculturalphenomenonwhichreflectsacloserelationshipbetweencultureandlanguagecustom.Pun,thegameofwords,willleaveadeepimpressiononreadersbyitsreadability,wit,andhumor.Punsareverypopularwithcopywriters,fortheymayprovokeamusement,oraddspicetoanunpretentiousconversationalexchange.However,tomakeasuccessfulandimpressivepunisnoteasy.Herearesomeexamplesofclassicpun-usedPSA.Thedriverissaferwhentheroadisdry;Theroadissaferwhenthedriverisdry.Itisanadvertisementforsafedriving.Theexcellentwordis“dry”whichhasdoublemeanings:withoutwaterandwithoutdrinking.Ittellsiftheroadisdryandthedriverdoesn’tdrink,alldriverswillbesafer.2.4.5SymbolismSymbolism,thepracticeofrepresentingthingsbymeansofsymbolsorofattributingsymbolicmeaningsorsignificancetoobjects,events,orrelationships,isusedextensivelyinadvertising.Forexample,Grabaweaponinthewaragainstcancer.Inthisad,theweaponisrepresentedbythespooninthebackgroundpicture.Throughthisway,theeffectofPSAisachieved.2.4.6IronyIronyisarhetoricaldeviceinwhichthemeaningliterallyexpressedistheoppositeofthemeaningintendedandwhichaimsatridicule,humororsarcasm.InPSA,ironyisdistinctfromthecommonwayofpraising,thusholdingreaders’attentionanddeepeningtheirimpression.Hereisagoodexampleofirony.TheAmericanCancerSocietysucceedsinitsadvertisementtopersuadepeopletoquitsmokingbyusingirony.Ifpeoplekeeptellingyoutoquitsmokingcigarettes,don’tlisten...they’reprobablytryingtotrickyouintoliving.AmericanCancerSocietycreatedthisadvertisementforthepurposeofpersuadingpeopletogetridofsuchsuicidalhabit.Insteadofdeliveringasermoninapositiveway,thisadvertisementliterallyexpressestheideaoppositeofwhatisreallymeant,settingreadersroaringwithlaughteratfirstsightandponderingoverthemeaningonsecondthoughts.III.ProblemsandCulturalFactorsintheTranslationofChinesePSAOnaccountofdifferencesinculture,traditionsandlanguagesbetweenChineseandEnglish,therearedifferentwaysandcustomsofexpressing.ThischapterpresentssomeChineseandEnglishculturalaspectsthatinfluencePSAtranslation,andsomeexamplesofChinglish,inanattempttofindsomewaysforPSAtranslationsothatthetranslatedtextscanbeunderstoodandacceptedmoreeasilybythetargetreaders.3.1TheCulturalDifferencebetweenChinesePSASloganandWesternPSASloganDifferentlanguagesarerestrictedbydifferentcultures.ItiscrucialtotheunderstandingofanyPSAcampaignorslogan.Inthefollowingtext,someexamplesaretobeexaminedintermsofculturaldifferencesinPSA.3.1.1DifferentMeaningsofSomeCertainWordinPSATranslationGoodunderstandingofthecharacteristicsofthecountrywherethePSAspreadsisthebasis.Thuswordsmustalsobeanalyzedforitsculturalsuitability.Forexample,thetranslationoftheword“龙”inaPSAslogansuchas“龙的传人你我他，文明新风靠大家”posesagreatchallengetothetranslator.Sofar,theChinesecharacter“龙”hasbeenrenderedinto“dragon”inalmostalltranslation.However,accordingtoEnglishdictionaries,“dragon”is“amythicalmonster”withwings,clawsandspoutingfire,andisoftenassociatedwithevilnessorfierceness.Incontrast,“龙”intraditionalChinesecultureis“anauspicioussymbol,”indicatingopulence,happinessandgoodpower,mostlyapositivenotion.“龙”isthemarkofChina'simage,aswellastheembodimentofthereorganizationofChinaandChinesecivilizationforallChinesepeoplearoundtheworld.Ifwetranslate“龙”as“dragon”,itwillcausewesterners’possible"misinterpretation"oftheimageoflong.3.1.2DifferencesofCulturalValueinPSATranslationItisbelievedthatthemosteffectivePSAsarethosethatbestexpressandaffirmcoreculturalvalues.WhenaPSAistranslatedintoanotherlanguage,theculturalvaluesunderpinningthesocietymustbeanalyzedcarefully.WhenwetranslatethePSAslogans,weshouldtakeintoconsiderationthefactorofdifferentculturevalues.InChina,respectingtheeldersisalong-held,traditionalvirtue.TherearesomeoldsayingsinChina,suchas“百善孝为先”(Filialrespectfortheagedgoesfirstinvirtue),“老吾老以及人之老”(Expendtherespectoftheagedinone’sfamilytothatofotherfamilies).TheseideashavebeensodeeplyrootedinChinesepeople’smindsthattheyconsciouslyandunconsciouslyregulatepeople’sactionsandbehavior.Lookatthefollowingexamples,关爱老人,从我做起(上海老年人基金会)Careabouttheold,startwithme(ShanghaiSeniorCitizenFund）善待老人，就是善待明天的自己Bekindwiththeold,istobekindwithourselvesoftomorrowInEnglish,theword“gray”isoftenusedtorefertooldage,asingraybeardandgray-headed.Itisequivalenttoold.Sowecanmakealittlechangeintheabovetwoslogansasbelow,BekindwiththegrayistobekindwithourselvesoftomorrowCareaboutthegray,startwithmeItcanbeseenthatthroughthesmartrevise,theversionwiththeword“gray”ismoreacceptable.3.2ProblemsinPSATranslationOneoftheproblemsoftenfoundinthepresentstageoftranslationisChinglish.ExamplesofChinglishcanbefoundeverywhereeveninpublishedmaterials,officialdocuments,andEnglishlanguagenewspapersandmagazines,nottomentionpoorlytranslatedPSAslogans.ChinglishmakesPSAtranslationineffectiveandfarfromsatisfactory.Itfailstocommunicatetheintendedmessagetoforeignreaders.Furthermore,itdistortstheessenceofaPSAslogan.BesidestheproblemofChinglish,thereareotherproblems,suchaswrongchoiceofwordsandgrammaticalerrors,etc.We’lldiscusshowtoresolvetheproblemsasfarasPSAtranslationisconcernedandtrytofindabettersolution.3.2.1Word-for-WordDuplicationComparativelyspeaking,word-for-wordtranslationistheeasiestjobfortranslators.ItisnotsuitableforallthePSAtranslation.Forexample,爱我,追我,千万别吻我FalseTranslation:Loveme,runafterme,butmustn’tkissme!TheEnglishversioncontainsnogrammaticalerroratallbutitdistortstheintendedmeaningoftheoriginalsomuchthatitwillmaketheforeignreadersconfusedandbewildered.Here,“吻”means“tohit,strike,runintoanothercar”.Thetranslationcanberevisedbycommunicativemethodasbelow:Translation1:WishYouSafeandSoundinYourDriving!Translation2:SafetyIsFirstinDriving!Translation3:DriveCarefully,SafetyWithYou!ForTranslation1,thereisarhymingregularity--“safe”rhymewith“sound”,whichiscatchyandmemorable.Thelast2translationsaresimple,concise,butpersuasiveandcanevokethereaders’thoughts.AllofthesethreetranslationsservethepurposeoftheChinesePSAexceptforthetone.TherearemanyChinesePSAsloganscontainingapoeticsensewhilecallingupontouriststokeepoffthegrass.Forexample,请您保护树木，爱护花草,还地球一片绿,留人类一片荫FalseTranslation:PleaseprotecttreesandcherishflowersandplantsReturntheglobewithasceneofgreen;Leavethemakindwithasceneofshady.Thisversioniscompletenonsense.Omissionofunnecessarywordsisnotonlypermissible,butalsonecessary.Ifweanalyzetheoriginalslogan,we’llfindthatthelonglinecontainstwomainmeanings:everyoneshouldprotectplants—environment,andthiswillbenefitallpeople.SothisChineseslogancanbesimplyrenderedinto:Protecttheenvironmentforthebenefitofyouandme.Indealingwithsuchcases,weshouldfirstanalyzetheoriginaltextfortheoverallmeaning.Ifthelinguisticfeatureoftheoriginalisdifficulttobetransferredtothetargettext,thecommunicativetranslationisthebestwaytominimizethestrangenessofthetextforthetargetlanguagereaders.3.2.2IncorrectGrammarManyofthepoortranslationsaresimplyincorrectgrammatically.Thefollowingarecasesinpoint.雨雪天，过桥时请减速行使(河北高速公路上的公益广告语)FalseTranslation:Rainorsnowday,Bridge,slow-driving.(AsloganonexpresswaysinHebei)争做可爱的上海人FalseTranslation:BealovelypeopleofShanghaiThephrase“apeople”hereiswronglyusedinthetranslation.Theword“lovely”isnotproperhereeither.Itcanbereplacedby“Beniceinanicecity”or“BeniceinShanghai”,or“Beniceinasmilingcity”.Especially,itcanachieveabettereffectbyusingpersonificationinthelastversion.3.2.3WrongChoiceofWordsSometimes,wecanseesomewordsadoptedimproperlyinthetranslationforsomePSAslogans.Forexample,请节约粮食FalseTranslation:Pleaseeconomizefoodsupplies.Theword“economize”means“uselessmoney,time,etc.thanyounormallyuse”.Buttherealpurposeofthissloganistoaskpeoplenottowastefoodinsteadofrequestingthemtoeatless.Sothetranslationcanberevisedas,Don’twastefood./Saveonfood.保护环境从我开始FalseTranslation:ProtectcircumstancebeginswithmeTheword“circumstance”inOxfordDictionarymeans“thefactsandeventsthataffectwhathappensinaparticularsituation”.Intheoriginaltext“环境”referstothenaturalenvironment.Theword“circumstance”isobviouslyinappropriatelyusedhere.Thereforetherevisedversioncanbe“Protectingtheenvironmentstartswithme”.做文明市民，讲社会公德FalseTranslation:Becitizenswithsocialmoralityinourfamouscity.Ifwesearch“社会公德”inthesoftware“JinShanCiBa”,wecanget“socialmorality”;“socialethics”；“public-spirited”.ButinEnglish,thesearecomplexorabstrusespecializedvocabularyofthelegalprofession.Wecanchangeitinto,Bevirtuouscitizensinourfamouscity.Inbrief,thedifferencesofEnglishandChineseculturewillinevitablyinfluencePSAtranslation.InordertoattainthefunctionofPSAtranslation,weshould,analyzetheoriginaladvertisementcarefullyfirst,payattentiontovariousculturalaspects,especiallylanguage,customs,socialandhistoricalbackgroundofdifferentnations,flexiblydealwiththeproblemsinPSAtranslationanddoourbesttoovercomebothlinguisticandculturalobstacles.ConclusionPSAtranslationisascienceaswellasanart．ThisthesisgivesabriefintroductiontoanalyzethefeaturesandfunctionsofPSA.ItalsodiscussestheculturalfactorsthatinfluencethetranslationofPSAandproblemsfoundinitstranslation.ItattemptstofindaneffectivewaytotranslatePSA.Toachievethetargetofeffectivetranslation,firstly,itisofprimaryimportancefortranslatorstostudythecharacteristicsofPSA.PSAisaimedtodisseminateakindofconceptoradvocateasocialethicinsteadofpromotingproductsorservices.Therefore,itisdifferentfromotheradvertisinglinguistically.Secondly,thetranslatorsofPSAshouldbecross-cultureconscious.PSAtranslationmusttakeintoaccounttheculturalbackgroundofthetargetreaders.Sogoodknowledgeofcultures,especiallythedifferenceseentheculturesisprerequisiteofsuccessfulPSAtranslation.TheproblemsarisingfromPSAtranslationarealsoworthconcerning,suchasword-for-wordduplication,Chinglish,ignoranceofculturaldifference.PSAtranslationisbynomeansthesimpledictionary-to-dictionarytransmissionofwords;ratherithasbecomeacomplicatedprocess.Inconclusion,itshouldalsobementionedthattranslationofPSAslogansconstitutesaninterestingandchallengingprocess.Greatprogresshasbeenmadeonthesubjectandmanywittyandresourcefulversionshavebeencreated,butstillmorethoroughresearchesareneededtofacethechallengeofmoreeconomicandculturalexchangesbetweendifferentcultures.Bibliography:[1]Holman.C.Hugh.AHandbooktoLiterature.NewYork.TheOdysseyPress.1972.[2]WilliamWellsetal.Advertising:PrinciplesandPractice.EnglewoodCliffs.NJ.PrenticeHall.1995.[3]WalterD.Scott.ThePsychologyofAdvertising.Bristol.ThomasPress,2000.[4]乔万娜.迈向全球的中国公益广告.“全球化与人的发展”国际学术研讨会论文集.2005.448.[5]郭可.英语新闻与广告写作.上海外国语学院学报,2(1992).57.[6]靳涵身.诗型广告翻译研究.成都.四川大学出版社,2005.92-133.[7]金海兵.试谈公益广告标语及其翻译.孝感学院学报,第25卷(5).49.[8]陈小慰.外宣标语口号译文建构的语用修辞分析.福州大学学报(哲学社会科学版).1(2007).96.[9]http://web73.enux.dk/index.php?id=15.[10]/nschwart/2312/lifeyousave.html.[11]/star/2002/1205/vo2-1.html.[12]/question/1307102501421.html.基于C8051F单片机直流电动机反馈控制系统的设计与研究基于单片机的嵌入式Web服务器的研究MOTOROLA单片机MC68HC（8）05PV8/A内嵌EEPROM的工艺和制程方法及对良率的影响研究基于模糊控制的电阻钎焊单片机温度控制系统的研制基于MCS-51系列单片机的通用控制模块的研究基于单片机实现的供暖系统最佳启停自校正（STR）调节器单片机控制的二级倒立摆系统的研究基于增强型51系列单片机的TCP/IP协议栈的实现基于单片机的蓄电池自动监测系统基于32位嵌入式单片机系统的图像采集与处理技术的研究基于单片机的作物营养诊断专家系统的研究基于单片机的交流伺服电机运动控制系统研究与开发基于单片机的泵管内壁硬度测试仪的研制基于单片机的自动找平控制系统研究基于C8051F040单片机的嵌入式系统开发基于单片机的液压动力系统状态监测仪开发模糊Smith智能控制方法的研究及其单片机实现一种基于单片机的轴快流CO〈,2〉激光器的手持控制面板的研制基于双单片机冲床数控系统的研究基于CYGNAL单片机的在线间歇式浊度仪的研制基于单片机的喷油泵试验台控制器的研制基于单片机的软起动器的研究和设计基于单片机控制的高速快走丝电火花线切割机床短循环走丝方式研究基于单片机的机电产品控制系统开发基于PIC单片机的智能手机充电器基于单片机的实时内核设计及其应用研究基于单片机的远程抄表系统的设计与研究基于单片机的烟气二氧化硫浓度检测仪的研制基于微型光谱仪的单片机系统单片机系统软件构件开发的技术研究基于单片机的液体点滴速度自动检测仪的研制基于单片机系统的多功能温度测量仪的研制基于PIC单片机的电能采集终端的设计和应用HYPERLINK"/det