Abstract
As the product of culture, advertiment can show the clo relationship between language and culture. This paper discuss some issues about English-Chine advertiment translation, and sums up some skills. Instead of being limited in faithfulness, English-Chine advertiment translation should focus on the purpo of lling products. In the process of translating advertiments, cultural differences and product characteristics should be taken into consideration. Cultural differences can show that it is very important to know the western consumer’s aesthetic conception and their respon to the translated trademarks.
Key Words
cultural differences ; advertiment translation; cross-cultural communication; trademarks translation
I. Introduction
We live in a world of advertiment. As potential consumers, we are endlessly bombarded with all kinds of product or rvice information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertiment becomes indispensable in the modern world.
With the entry of China into WTO, lots of foreign products pour into Chine market and compete with the home-made products. In addition, we need improve our external trade, and expand the foreign market too. Under such English-Chine and economic circumstances, it is necessary for us to notice and investigate English advertiment.
1. The Definition of Advertiment
What is advertiment therefore? Advertiment is the not personal communication of information usually paid for and usually persuade in nature about products, rvices or ideas by identified sponsors through the various media.色大爷操
自己洗车怎么洗Advertiment provides a valuable rvice to society and its members, becau it defines
the meaning and the role of products, rvices, and institutions for consumers. Advertiment also tell the consumer what a specific product, brand or rvice should do when it is ud and thus help him or her to understand and evaluate experience with the products and rvices that he or she us. On the other hand, by making people aware of products, rvice and ideas, advertiment promote sales and profits. Finally, advertiment is one of the major forces that are helping improve the standard of living around the world.
2. Basic Functions of Advertiment
(1)Information Function (2)Demand Creation Function中医五味复仇者联盟海报 (3)Get Action Function (4)Goodwill Establishment Function
II. The Characteristics of Advertiment Translation
1. The Characteristics of the Advertiment Languages
Advertiment translation is a commercial activity with pret purpo. In order to make t
he information accessible to audience effectively, the choice of words in advertiment is very cautious and skillful. The aim of the advertir is quite specific. Let’s take a look at the characteristics of the English-Chine advertiment languages.
(1). Rhetorical（修辞的） Characteristics: Pun will leave a deep impression on readers by its readability（有趣）四个切实, and humor.
(2) Frequent U of Emotive Words（频繁使用情态动词）:Advertiments u the soft-ll（软推销） technique（手法） is popular. By soft-ll technique we mean the one that favors a more emotive and less directive approach to promote a product, mainly focusing on the building of brand image.
Nothing comes clor to home. (Vegetable and Chicken Pasta Bake)
Think Lysol is the best disinfecting spray. (Disinfecting Spray)
老夏和翠娥 The adjectives help to build a pleasant picture in readers’ minds and manage to create a belief in the potential consumer: If I buy this product or if I cho this rvice, I will lead
a better life.
2. The Principles (准则) of Advertiment Translation
Advertiment translation should take the functions the target text is to achieve in the target culture as the primary reference. The translation should ba on an analysis of the stylistic features, reader’s respon and target culture.
When translating Chine ads, translators should obey the following basic principles: natural and exact, succinct and vivid, easy to read and remember.
温暖在身边III. 遥拜The Cultural Differences
The different states cultural differences in advertiment are not allowed to neglect major problem. The cultural difference creates the different thinking mode, the psychological characteristic; the value idea and so on can affect the understanding of the advertiment as well as the advertiment effect. So, the advertiment should change the focal point, angle and style of the advertiment according to the characteristics of different countries
when being held to draft people, carry on the new intention to conceive in the way that the audiences can understand, can be accepted, can become interested it. While carrying on the English-Chine advertiment translating, translators must pay special attention to the cultural differences. We must find one to suit and click in foreign culture and national culture.
Cultural differences have an esntial bearing upon translation. Most problems, however, concern the core of culture: ways of life, values (including ethical criteria, ideology, religion, and relevant terms of address and relations of kinship) and ways of thinking and writing The varieties of cultural make languages differences between nationalities quite complicated. It is necessary to make intercultural communication today when English-Chine contacts are more and more frequent. We need not only to master the basic skill of languages, but also to understand cultural differences.
1.Differences in National Characteristics and Aesthetic Attitude
2。 Differences in Numbers
3。 Differences in Regional Environments
4。 Differences in Colors, Signs and Symbols
5。Differences in Psychological Structures
