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英语论文-Functional equivalence and english advertisement translation into chinese

英语论文-Functional equivalence and english advertisement translation into chinese
英语论文-Functional equivalence and english advertisement translation into chinese

Acknowledgements

First of all, I would like to thank my family for their being supportive for my entire life. I would never be able to achieve so much without them. I also wish to express my thanks and appreciation to my tutor Mr. Zhang Hongwu, whose careful reading and professional advice are invaluable to me throughout my thesis writing. I also like to give a lot of thanks to all teachers and schoolmates who have helped me so much in these four years, especially Mr. He Jiaju, Mr. Meng Fanyi, Yang Manru, Lin Yingping, Zhan Qiuchan, and Zhang Liyan.

I also feel very grateful to my best friends Liu Jiachun, Ke Hongyu, Chen Peng, and Liao Lianhua. Thank them for being helpful during my writing this thesis while working. Only because of them can I be able to be who I am now.

Abstract

As many transnational enterprises are entering into China‘s market, English advertisement is playing a more and more essential role in establishing a positive image of the enterprises and promoting products to the Chinese society, which makes the English advertisement translation into Chinese more and more important in enhancing Chinese people‘ s information volume. However, as a practical text style, advertisement is quite different from common literary works. It has a very specific and material purpose of attracting consumers‘ attention and persuading them to take action after reading, which requires that the ads texts be as fully expressed as possible in the target language so as to achieve their original values and functions such as attention, memory, readability, expressiveness, directivity, and aesthetics. Functional equivalence provides a theoretical base for the ad translation. Functional equivalence, raised by Eugene A. Nida, which implies different degrees of adequacy from minimal to maximal effectiveness factors, is defined as ―in terms of the degree to which the receptors of the message in the receptor language respond to it in substantially the same manner as the receptors in the source language‖ (Nida 1969:24). It does not matter which language an ad is translated to, the only purpose of drawing consumers‘attention and stimulating them to purchase the product or service being advertised will never change. From this point of view, functional equivalence could be viewed as the right principle of advertising translation.

In this thesis, the author holds the view that functional equivalence should be regarded as the principle of English advertisement translation into Chinese. And

functional equivalence in English ad translation into Chinese should be achieved at three levels, namely, semantic level, stylistic level, and rhetoric level.

This paper consists mainly of seven parts. The first part is a brief introduction to the whole thesis. In the second part, a brief introduction to advertising is presented, and the third part deals with the features of advertising language from three aspects, respectively, lexical, syntactical, and rhetorical. In the fourth part, the author introduces the theory of functional equivalence. Part five and Part six are the key parts in this paper. The author lists requirements and principles for functional equivalence in English advertisement translation into Chinese, and cites many examples to illustrate that functional equivalence should be viewed as the principle of advertising translation. And in the final part, a conclusion of the whole paper is made. Here the author states again that functional equivalence is the right theory to guide advertising translation.

Key word: advertising advertising language functional equivalence

advertisement translation

摘要

随着许多跨国企业进入中国市场,英语广告在为企业建立正面形象还有向中国社会推销产品中起着越来越重要的作用。这也让英语广告汉译的重要性在增加中国人的信息量的过程中逐渐突显出来。然而,作为一个实用性文体,广告与一般的文学作品有很大不同。它有一个很明确及实际的目的就是吸引消费者的注意并说服他们在阅读了广告之后采取行动。这就要求广告的翻译版也必须在目标语中达到其原始价值及功能,如注意价值、记忆价值、可读性、表达性、引导性及美感功能。功能对等为广告翻译提供了一个理论基础。由尤金奈达提出的功能对等指出了从最小到最大的各程度上的对等,被定义为“译文对译文接受者所起的作用应与原文对原文接受者所起的作用大体对等”(奈达 1969:24)。不论一则广告被翻译成何种语言,其吸引消费者注意并刺激消费的唯一目的是不会变的。从这个角度看,功能对等可以作为广告翻译的最佳原则。

在本文中,作者认为功能对等应该作为英语广告汉译的指导原则。而且,在英语广告汉译中达到功能对等必须分别在语义、文体及修辞等三个层次上实现对等。

本文主要包括了七个部分。第一部分是对全文的简要介绍;第二部分对广告作了简要的介绍,第三部分分别从词汇、句法、修辞等三个方面介绍了英语广告语言的特点。第四部分是对功能对等的介绍。第五、六部分是全文的重点部分。作者列出了在英语广告汉译过程中实现功能对等的要求及原则,并列举许多例子来说明为何功能对等应该作为广告翻译的指导原则。在最后一部分,作者对全文作了总结并重申了功能对等是广告翻译的最佳指导原则。

关键字:广告广告语言功能对等广告翻译

Functional Equivalence and English Advertisement

Translation into Chinese

1. Introduction (6)

2. A brief introduction to advertising (7)

2.1 The definitions of advertising (7)

2.2 The functions of advertising (8)

3. Features of English advertising language (9)

3.1 Lexical features (10)

3.1.1 Creation of new words (10)

3.1.1.1 Misspelling (10)

3.1.1.2 Coinage (11)

3.1.1.3 Borrowed words (12)

3.1.1.4 Abnormal word collocation (12)

3.1.2 Frequent uses of adjectives and their comparative degree and superlative degree 13

3.1.3 Frequent uses of short forms and compound words (14)

3.2 Syntactical features (14)

3.2.1 Using simple and short sentence (14)

3.2.2 Using interrogative and imperative sentences (15)

3.2.3 Frequent use of elliptical sentences (16)

3.3 Rhetorical features (16)

3.3.1 Analogy (16)

3.3.2 Pun (17)

3.3.3 Personification (18)

3.3.4 Rhyme (18)

4. Functional equivalence (19)

4.1 Nida‘s formal equivalence and dynamic equivalence (19)

4.2 Functional equivalence—the further development of dynamic equivalence (20)

4.3 The reasons for functional equivalence as guideline in advertisement translation (21)

5. Requirements for functional equivalence in English advertisement translation into Chinese (23)

5.1 Equivalence at semantic level (24)

5.2 Equivalence at stylistic level (25)

5.3 Equivalence at rhetoric level (25)

6. The principles of implementing functional equivalence in English advertisement translation into Chinese (27)

6.1 Being natural, accurate, and concise (27)

6.2 The priority of content over form (28)

7. Conclusion (29)

References (31)

1. Introduction

Ever since China‘s opening up to the world in 1979, the advertising industry has been developing at an incredible speed. The total expenditure on advertising reaches to 287.5 billion RMB in 2006, 18% more than in 2005(Net.1). China now has taken the place of Japan to become the second of the top ten advertising giants in the world (Net.2). And it is believed that with the opening of the Olympic Games in 2008, the growth of China‘s advertising industry will undoubtedly rise up with a much more enormous pace than ever before.

Advertising translation, as a type of intercultural communication and a new field of study, is receiving more and more attention than ever before. However, the theoretical study on this new field of translation is still far from satisfactory. Different schools hold different views on the guiding principle of advertising translation and some researches are only focusing on specific advertising translation methods such as rhetoric and slang and so on which only deal with specific issues.

Among all the principles that have been proposed by different schools, functional equivalence is one of the most important guidelines for advertisement translation. It successfully achieves the inherent function of the advertisement in spite of the difficulties in translating caused by the features of the text style of the advertisement.

2. A brief introduction to advertising

Before we proceed to study the functional equivalence in advertisement translation, we need to have a clear concept about advertising, such as how it is defined, and what functions it has.

2.1 The definitions of advertising

In English, the word ―advertise‖has its origin in ―advertere‖in Latin, which means ―to give information to the public concerning‖, or ―to draw attention to something‖ (Macquarie Dictionary 2003:13).

The American Marketing Association (AMA) stated that advertising ―is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.‖According to this definition, we may notice that advertising bears six important characteristics: (1) Charge. Normally, advertisers have to pay for the ads made for them for purchasing time and space for their message in a selected medium.

(2) Non-personal. Generally speaking, advertising targets not merely one single consumer in particular. (3) Identified advertisers or sponsors. All ads are made for fulfilling the purposes of the advertisers. (4)Transmission. To transmit the information of the sponsor‘s goods for sale and services provided to the public. (5) By certain media. All the ads must depend on certain media such as television, radio, magazines, newspaper, and so on to reach the target audience. (6)Try to persuade or influence. Advertising is an art of persuasiveness. Sponsors pay for the advertisement to

persuade consumers to believe what they have said about their products and services.

2.2 The functions of advertising

Not all advertising attempts to accomplish the same objectives. Thus, different people hold different opinions about the functions of advertising. According to Wells, Burnett, and Moriarty (1999:15), there are two basic functions that advertising performs: Product advertising and institutional advertising.

Chen Peiai (2004:63) proposed that the functions of advertising include the informing function, the marketing function, the persuasive function, and the directive function.

Although there are various opinions about the functions of advertising, they still have something in common. Let‘s sum up as follows:

(1)Informative functions. Advertising always bears information to inform customers of the latest products and services. And through some certain media, advertising can perform this function to a great number of people within limited time and space.

(2) Marketing function. This function includes persuasive and directive elements. Advertising provides the detailed information and creates a favorable image of the products and services advertised, which influences customers‘ attitude and behavior when they are doing shopping. This function can largely enlarge sales and direct production in both direct and indirect ways. Since selling products as the final goal of advertising, marketing function should be viewed as one of the most important

functions of advertising.

(3) Aesthetic function. This function is becoming increasingly necessary in modern advertisements. In a situation where it is technologically possible for more firms to produce largely identical products, it is adver tisement‘s responsibility to persuade consumers to buy a specific commodity, thus advertisement nowadays needs to be more attractive. It has not only to provide information but also to make people feel a sense of enjoyment, especially in modern times.

3. Features of English advertising language

It is said that we are surrounded by air and advertisements. Though this statement is a little bit exaggerated, it happens to give us a real image of the modern life. It does not only mean that advertisements, like air, are everywhere in our life but also as important as air. Advertisement is the bridge between the products, services, and concepts advertised and the consumers. It spreads information to as many receptors as possible in an exact and efficient way.

As we have mentioned, advertisement, as a special style with high commercial value, has a very important function to convince people to purchase products or services, or to direct people to look at or do something. Therefore, advertisement texts must have selling power. That is to be eye-catching/ear-catching and readable. And the features of English advertising language are closely related with the above characteristics of advertisement.

English advertising language is a kind of loaded language, bearing a strong

persuasive power. It has many unique features at different levels, which are respectively lexical, syntactical, and rhetorical levels.

3.1 Lexical features

English advertising language is not like the English language in common use. The lexemes of it are always succinct, special and creative.

3.1.1 Creation of new words

3.1.1.1 Misspelling

Some copywriters purposely misspell the words which are familiar to everyone so as to achieve the aim of attracting attention and being unique to be easier to remember. For example:

(1) Drink a Pinta Milk a Day

(2) We know eggsctly how to sell eggs.

(3) Krispy cream doughnut.

(4) Going East, Staying Westin. (Westin is a hotel.)

Example (1) is an advertisement for a brand of milk, which, in the right way, should be ―Drink a Pint of Milk a Day.‖ The copywriter takes the advantage that the pronunciation of ―of‖sounds like the pronunciation of ―a‖after ―pint‖. Thus, this advertisement arouses people‘s attention and interest; meanwhile, it also achieves beauty and rhythm of the language of advertisement.

Example (2) is an advertisement for selling eggs. The word ―eggsctly‖comes

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preparationoutline(文稿提纲)

Introduction to the Course --- Public Speaking Outline Specific purpose: To inform the students about the aspects of the course --- Public Speaking Central idea: The four aspects of this course include five purposes of opening the course, the way the course will be conducted and the teaching schedule, 14 requirements to ensure an effective result; and the evaluation and grading. Introduction I. First let me ask you three questions: A. A. Why do you choose this course B.What is a good speech C.What is the greatest obstacle if one wants to deliver a great speech II. As a veteran teacher of English I find Chinese students are reluctant to make a public speech. A.Chinese students are more likely to have stage fright because they are not or less trained. B.Public speech is a compulsory course in most of the American universities. III. For the next 30 minutes or so I’d like to talk about 4 things: the purposes of this course, the way the course will be conducted, the requirements you should meet and grading scheme. (Transition: Let’s start with the purposes of this course.) Body I. There are five main purposes to open this course.

英语论文outline规范范例

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论文提纲范例

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Outline of the Thesis (论文提纲) 说明: 1. “写作提纲”(Outline)就是自己的论文写作的详细计划(a practical working plan)。利用这个提纲整体规划全篇论文,分清主要观点、次要观点,先写什么、后写什么,每一章的中心论点是什么,包括多少小节,等等。有了这样的提纲,就有了写作过程的整体意识,保持各章节之间的逻辑联系,以免写作是迷失方向,或者丢三落四,或者详略失当。 2. “写作提纲”(Outline)的实际形式就是一个详尽的论文目录,重在表明你的写作思路和内容。 3.“写作提纲”需要得到指导老师的认可,可以用来向指导老师汇报写作进度或讨 论写作中的问题。 请仿照下面格式拟写论文提纲: (至少每章、每节都应拟定标题或小标题;至于全文分为多少章,每章又分为多少小节,根据自己的论文需要而定。) 1 Introduction(三号字) 1.1 (标题)(小三号字) 1.1.1 (小标题)(四号字) (正文用小四号字) 1.1.2 (小标题) 1.1.3 (小标题) 1.2 (标题)(小三号字) 1.2.1(小标题)(四号字) 1.2.2(小标题) 1.3(标题)(小三号字) 2 (三号字)

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成绩 教师签名:

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