广告翻译论文

Advertisement Translation

广告翻译

Abstract

As we all know, in today's increasingly competitive market, want their goods to the fore in many similar competitors, to attract consumers, in addition to the quality of the product itself, advertising is essential, and in the market environment, international background, appropriate advertising language, especially for different countries, different languages, different cultures how consumers accurate, appropriate to promote their goods, it is a top priority. This article from the definition of advertising, features, aspects of classification, functional differences in different contexts slogan, difficulties and strategies and methods, the use of contrast, for example translation of specific analysis and other methods of advertising, which makes advertising translation more convenient, and more advertising in favor of countries to exchange and mutual understanding.

Keywords: advertising; translation; difference; strategy

摘要

众所周知，在市场竞争日趋激烈的今天，想让自己的商品在众多同类竞争者

中脱颖而出，吸引消费者，除了产品本身的品质外，广告必不可少，而在市场环境国际化的大背景下，恰当的广告语言，尤其是面向不同国家，不同语言，不同文化的消费者时如何准确，贴切的宣传自己的商品，更是重中之重。

本文主要从广告的定义、特点、分类、功能、不同背景下广告语的差异、困难以及策略和方法等方面，运用对比、举例等方法具体分析广告的翻译，从而使得广告的翻译更加方便，更有利于各国广告相互交流、相互理解。

关键词：广告；翻译；差异；策略

Contents

1. Introduction 2. Advertisement

2.1 definition of advertisement 2.2 feature of advertisement

2.3 classification of advertisement 2.4 function of advertisement

3. Differences on Advertising Language

3.1 difference on cultural value 3.2 difference on mental structure 3.3 difference on mode of thinking 4. Difficulties on advertising translation

4.1 phonetic differences

4.2 semantic differences

4.3 character form differences

5. Strategies on advertising translation

5.1 literal translation 5.2 free translation 5.3 set of translation

5.4 four words structure translation 6. Conclusion 7. Bibliography

1.Cao zhiyun. The art of advertising language [M]. Changsha: Hunan University Press, 2002.98-104.

2.Chen Hongwei, Li Yadan. New course in Chinese English translation [Z]. shanghai: Shanghai foreign language education press, 2004

3. Chen Hongwei, Li Yadan. New course in Chinese English translation [Z]. Shanghai: Shanghai foreign language education press, 2004 4. Cui gang. Advertising English 300 [M]. Beijing: Beijing Institute of Technology press, 2003.105-110.

5. Jin Huikang cross cultural communicative translation [M]. Beijing: China Translation Publishing Company, 2002.9.

6. 贾文波.应用翻译功能论[M].北京:中国对外翻译出版公司，2005. 7. 李克兴.论广告翻译的策略[J].中国翻译，2004(6).

8. 宋玉书、王纯菲.广告文化学[M]. 长沙：中南大学出版社，2004.5. 9. 杨英明.论功能翻译理论[J].中国翻译，2001，(6).

10.赵静.广告英语[M].北京:外语教学与研究出版社,2001.2.

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