浅谈英汉广告翻译中的文化差异（Cultural differences in advertising translation between English and Chine）Abstract: advertising as a means of publicity for the mass, itlf is an important social language and social culture. The translation process of English and Chine advertiments is a process of cross-cultural recreation. This article from the language, cultural customs, values and other aspects, analyzes some pragmatic failures in advertising translation, discuss the significance of cultural background in advertising translation, expounds the principles to avoid pragmatic failures in cross-cultural advertising translation.
Key words: advertising translation; cultural differences; pragmatic failure; translation principles
eq是什么
CLC number: G4 document identification code: A article number: 1002-6908 (2007) 0810181-02
(1) Introduction
Advertising derives from the Latin word "advertere", which means "arousing the public's attention to things and inducing them in a certain direction.". Language and culture are inparable, and language is the carrier of culture. Different historical conditions, geographical location, natural environment and social reality have formed a unique and style of culture. Language as a carrier of culture condens the people's thoughts, philosophies, cultural characteristics and national feelings. Different languages are rsrds
estricted by culture and reflect their specific cultural content. For every
consumer, it is inevitable to be influenced by their cultural atmosphere. This kind of subtle influence becomes more and more ingrained with his age, thus affecting his behavior and decision-making, including purcha decision. Becau cultural factors have great potential influence on consumers' purcha decisions, advertiment translation should also have distinctive cultural characteristics. Advertising translation is a new field of translation, the translation is clearly different from the translation of other genres, as language materials to be formed into another language, you can play the role in the dismination of ideas in the language, the language environment becomes complex, which should be on the expression or require the u of the requirements bound complex. The translator needs to have linguistics, economics, marketing, sociology and aesthetics and other disciplines of knowledge, more attention should be paid to cross cultural factors in the translation of English advertiments, pay attention to the different cultural backgrounds, different advertiments in different languages between the transition caud by.
幽魂权杖(two) advertiment translation and pragmatic failuremather
Language is deeply rooted in cultural reality and the customs of the people of this nation. Language
studies can not be parated from this wide linguistic environment (Malinow ski, 1923). Thomas (1983) classifies pragmatic failures into two categories: pragmatic failures and pragmatic failures. Pragmalinguistic failure is the pragmatic meaning refers to the cond language learners additional in language is completely different from the native language habit of the target language exerci; social pragmatic failure is due to the cultural
differences in communication, do not understand the cultural background of the target language in language form lection mistakes.
1. pragmatic failures
罗马字母In the process of English translation, language transfer is cloly related to cross cultural pragmatic failure. Language transfer refers to the fact that learners u the rules of the mother tongue to recognize the language rules of the target language and produce learners' interlanguage language rules (Selinker, 1972). This is the result of mother tongue's potential influence on learners' understanding of target language. In advertising translation, the transfer of phonetic, lexical and grammatical expressions in the mother tongue to the target language is one of the important caus of pragmatic language failure.
The common pragmatic mistakes in advertising translation include the following situations:
(1) the idiomatic expressions of pronunciation, morphology and grammar in the mother tongue can not be completely identical with the target language. For example, a liquor advertiment "Good doing, good drumming." (good wine also calls frequently). English Alliteration and rhyme with |d| |ig| are difficult to express in Chine translation. The difference of language brings much trouble and regret to translators. In the process of translating English Advertiments into chine,
n4Also pay attention to the Chine readers' expression habits.
本周音乐排行榜
There is a calcium supplement products for the elderly health care products, in the translation, the ad "old people" translated into "old people", this kind of advertising on the western market, the product sales are certainly good. Becau although the two words old and nior can be said that people of old age, have the same meaning in language, but nior not only refers to the age, it may also mean at a higher position in society, experience, knowledge level and other aspects of the position. On the contrary, old people feels is old and clumsy, uless, dead brains, the old concept of people. So the old people in the West don't want to be called "old people", they want to be called "nior citizen"".
2. socio pragmatic errors
Social pragmatic failure is due to different cultural backgrounds and social habits. In terms of advertising translation, the different social values, inappropriate u of taboo words, and the different meanings of lexical associations may lead to social pragmatic failure in advertising translation.
(1) different ways of thinking and social values. Becau in the western culture, economy, politics, social development is not the same, leading to the traditional cultural background and different habits, will affect the society in people's way of thinking and different values. In the face of foreign customers, English advertiments must cater to the customers' thinking mode and values, and can not copy the values of the Chine nation. Westerners respect individualism, emphasize individuality, and focus on lf. On the contrary, Chine
长沙一对一辅导culture emphasizes group concept, pays attention to collective interests, and pursues the thought of great harmony. So, in Chine advertiments, "brand laundry soap" appeared, and I ud it all the time. "Everybody, that's really good.". And so on, to say the best (say a letter to the web page content) to consumers to buy the same product. In western countries, people pay more attention to individuality and individuality, and take "individual", "independence", "equality" and "fact" as value ori
entation. So much advertising is very clear for personal tone, such as "Right up your street Choo your sport in one? Of five lected colors, and paint the town red." is the theme of this advertiment for your personality color
师范大学二本学校排名>zac efron(2) inappropriate u of taboo words
Translators should understand the preferences and taboos of the target language countries, and eliminate the lf centered concept, so that the translation advertiments should adapt to the audience's culture. Every country and nation has all kinds of taboos and national customs, we should give the necessary respect, otherwi it will affect the effectiveness of our translation of advertising. For example: the dragon is the totem of the Chine nation, but in many countries is regarded as the incarnation of the devil and disaster; the elephant is big and uless, idiotic symbol in the United States and Europe; Chine love magpie, magpie is considered Angelo, reprents good luck, love is beautiful, China ancient legend of the Cowherd and the girl weaver "Queqiao meet" so many love, wedding company named "beautiful magpie", and everyone knows in English, is ud as a metaphor for the Magpies chatter without stop annoying people, in Scotland, people even think
