中英语言与文化差异对广告翻译的影响

Influences of Language and Cultural Differences on the

Advertising Translation

Abstract:

Advertisement has become one of the most important products of culture in the

modern age. It is a form of communication that typically attempts to persuade potential

customers

to

purchase

or

to

consume

products

or

service

of

a

brand.

Especially,

advertising language is characterized by cultural and age background. Western languages

are

rule-dominated,

while

the

Chinese

is

dominated

by

people.

There

are

many

differences in the structure of language, and when describe something in advertisement,

Chinese tends to imagine, but English tends to preciseness. A good trademark translation

embodies

the

perfect

combination

of

translation

technology

and

aesthetics.

Different

culture

has

different

impact

on

advertising

translation

including

history,

value,

and

custom and so on. This paper gives a detailed analysis of advertisement translation, and

some valuable examples.

中英语言与文化差异对广告翻译的影响

摘要

：广告已成为一种非常重要的文 化产品之一，在当今时代，广告已经成为不同地域之间的

一种沟通的方式，它的方式通常 是说服潜在客户购买或消费自己的产品和服务。更重要的是广

告语言的特点是具有文化和 时代背景。西方语言以规则为主导，而中国却以人为主导；由于语

言结构的不同，当他们 描述事物时，中文注重幻想，但英语注重准确。一个好的商标翻译体现

了翻译技术完美结 合，不同的文化在广告翻译中具有非常重要的影响，它包括历史，价值，习

俗等。本文对 广告翻译从语言和文化差异方面进行了详细分析，还有一些有价值的例子。

关键词

：

广 告

;

广告翻译

;

文化

;

语言

Contents

1. Introduction

.

...................................... .................................................. ............................ 2

2. language impact of advertising Translation ....... .................................................. ........... 3

2.1 The differences of the structure of language in the Sino-British advertising

.

........... 3

2.2 the defferences of choosing the words ............................................ .......................... 4

2.3 the differences of pronunciation of the words in Sino- British advertising. .............. 4

3. The impact of culture on advertising Translation ...................................... ..................... 5

3.1 The impact of Historical and cultural on advertising translation .............................. 5

3.2 Value reflected in the advertisement translation.

.

.................................................. .... 6

3.3 Cultural custom impact on advertising translation

.

... ................................................ 7

4. Definition of domestication ........ .................................................. .................................. 8

sion .................................. .................................................. ..................................11

le dgement

……………………………………………………………………

..12

Influences of Language and Cultural Differences on the

Advertising Translation

1. Introduction

As to cultural products, advertising reflects the close relationship between language

and

culture

directly.

Advertising

language

is

a

special

kind

of

art

form

which

has

profound cultural background. The trend of times also affects the language and culture n

advertising and decides whether the translation and advertising effectiveness is good or

bad. Therefore, the translator needs not only a solid foundation of language but also an

in- depth understanding of the two different cultures. This paper analyzes the influence

o

f

language

and

cultural

differences

on

the

advertising

translation

from

the

aspect

of

language,

emphasis

can

be

put

on

three

areas:

the

structure

of

language,

vocabulary

choice

and

pronunciation

to

illustrate

the

importance

of

language

translation

for

advertising, at the same time, the corresponding examples are cited, so that the reader has

an intuitive feeling of the importance of language; as to the cultural field, it explains the

importance

of

culture

from

the

three

areas

of

history,

values,

and

cultural

in

the

advertising translation. At the end of my paper, I gave the definition of domestication in

the advertising translation as complement.

2. Language impact of advertising Translation

2.1 The differences of the structure of language in the Sino-British advertising

Mr. Shen Xiao long has said that the Western languages are rule-dominated, while

the

Chinese

is

dominated

by

people.

In

other

words,

Chinese

is

a

meaning-centered

language, the grammar rules are relatively free, and sentences are flexible, the vocabulary

may

be

longer

or

shorter,

part

of

speech

are

diverse

and

variable.

For

the

Western

languages,

the

dominant

position

of

grammar,

sentence

mainly

composed

of

verb

and

verb phrase can not change lightly.

For example: The slogan of the Nokia

“

Connecting People

”

. I

t’s

not a complicated

sentence,

consist

o

f

a

predicate

and

a

noun,

also

the

grammatical

structure

is

very

standardized and simple. However, the two words are very powerful, and they

’

re easy to

acknowledge people the three- dimensional feel of the product. However, the structure of

language

can

not

be

arbitrarily

changed.

When

translating

it

into

Chinese,

the

subject

“technology”

should be proposed, and the importance of the human language of the art is

better to be stressed.

There

are

many

modifiers

in

the

Chinese

advertising

which

focus

on

emotional

expression,

on

the

contrary,

the

expression

of

English

advertising

is

very

simple

as

it

focuses on information transfer. For example:

满树金花 ，芳香四溢的金桂；花白如雪，香气扑鼻的桂银；红里透黄，花多味浓的紫砂桂；

花色似 银，季季有花的四季桂，竞相开放，竞相开放，争妍媲美。进入桂花公园，阵阵的桂花

花 香扑鼻而来

.

When the sentence above is to be translated into English advertising, considering the

differences of language structures, those descriptive words in the source language should

be deleted. The literal translation can be like this:

“

The park of acanthus is noted for its profusion of acanthus. Flowers from these in

different colors are in full bloom which pervades the whole garden with the fragrance of

their blossoms.”

Changes of structure in Chinese language are very rich and diverse. As the way to

reflect

the

artistic

expression,

part

of

speech

often

changes;

but

the

English

language

structure

is

relatively

fixed

and

standardized

,

what’s

more,

it

can

express

things

with

simple sentences.

2.2 The differences of choosing the words

In describing things, Chinese

is fancy, but English is accurate. Chinese people are

good

at

expressing

their

feelings

by

writing,

and

beautiful

words

to

express

their

admiration

and

appreciation

for

beautiful

things,

and

giving

a

number

of

subjective

imagination and feelings. In Chinese advertising, we will often find a lot of descriptive

words, like

“high class”

;

“perfect”

;

“special”

;

“incredible”.

This descriptive language can

attract

the

attention

of

consumers,

consumers

will

be

more

and

more

interested

in

the

product , to a better propaganda effect, and achieve the purpose of persuading consumers

to buy, but many of them also have exaggerated elements. In the English ads, the word

“good”

is

often

used.

The

words

of

the

English

advertising

focus

on

the

accurate

description of product information, and point out the pros and cons of specific products,

pay

more attention to the authenticity of things,

the selected words

are

generally more

objective and rational and try to maintain a concise style.

“

Good to the last drop.

”

Maxwell House Coffee and

“The taste is great.”

Nescafe.

Translators often face an uphill battle with misinformed clients who have misconceptions

about translators and the translation profession. Many times translators have to talk to the

clients about the industry in order to debunk the myths that seem to keep on circulating

year after year.

2.3 The differences of pronunciation of the words in Sino-British advertising.

The

differences

of

pronunciation

on

advertising

in

general

are

the

trademark

of

translation. A trademark is the name of goods, while the name can give limitless source

of fascination and expectations.

For example ,

“puma”

is a trademark of a sportswear brand, its Chinese translation is

“

彪马

”

, the literal meaning is totally difference, but the pronunciation of

“

彪马

”

is much

simil

ar to “puma”,

and the meaning of

“

彪马

”

can express “puma” better,

and it is easier

for Chinese people to accept and understand the brand. However, literal translation can

not achieve the effect of its own.

Trademark

translation

has

vital

practical

significance,

and

make

the

translation

of

the original language appropriate and accurate without losing artistic and characteristics

of

the

name,

for

achieve

wide

publicity

and

promotional

merchandise

purpose;

simultaneously

it

is

also

full

of

theoretical

significance,

not

only

broaden

the

space

of

linguistic research and a rich linguistic meaning, but also promote research and practical

application of linguistic theory to be a organic integration. Only being good at figuring

out

the

consumer's

psychology,

respecting

for

national

customs,

applying

various

methods and techniques in the trademarks of translation appropriately, it can be able to

win in the warfare of trademark translation, guide consumption and promote consumption.

A good product should be coupled with a nice catchy name which is just like

t

he icing on

the cake. A good trademark translation embodies the perfect combination of translation

technology and aesthetics.

3. Culture impact on advertising Translation

3.1 The impact of Historical and cultural on advertising translation

In

the

international

market,

for

the

company,

how

to

introduce

their

products

to

consumers in other countries through advertising translation, thereby enhancing product

credibility

and

sales

is

crucial.

As

the

differences

in

language,

customs

and

ways

of

thinking, cultural differences are important factor in the process of advertising translation,

which

can

not

be

ignored.

The

neglect

of

cultural

background

will

lead

to

some

pragmatic

failure,

impact

on

the

competitiveness

of

products

in

the

international

trade.

The cultural

differences

among different

countries

are a big problem

which

can not

be

ignored in international advertising.

Advertisement

and

culture

have

reciprocal

and

bidirectional

relationship.

From

macro level, advertisement industry accelerates the development of social economy. Due

to

the

reasons

of

geographical

and

historical,

every

nationality

has

formed

a

unique

cultural

and

psychological

characteristics,

if

you

want

the

advertising

translation

circulating in other nations, the first thing should be done is to allow translation in line