-
On Translation Of
Chinese Advertisements
Thesis
statement:
The
translation
of
Chinese
advertisement
is
affected
by
different kinds of elements.
I. Introduction
A. Background
B. Purpose of
paper
II. There
is very close connection between the
masses
’
appreciation
judgment
of psychology and advertising
translation.
Culture
Appreciation psychology
III. Techniques of
translation
Free translation
Literal translation
Some elements
we must care about
IV. Conclusion
Abstract: Advertising activity is not
only a kind of activity, but also a kind
of
culture
communication. In
the
aspect
of
using
advertising
words,
the
translator
makes an important role in it. At the
same time, it faces all kinds of difficulties
that
are
brought
by
different
countries
and
languages.
The
translation
of
international advertisement is
different from the other translation. translators
must
master
extensive
knowledge,
social
culture,
custom,
psychology,
market-oriented
economy
adverting principle, aesthetics and so on. We must
pay more attention to
social culture
and some techniques for translation.
Key words: advertisement,
slogan, culture, translation, methods.
PartI. Introduction
With
the
international
division
thoroughly,
the
enhancement
of
developing
and
global economic integration trend,
international circulation of commodities are
getting more and more, every country is
promoting the national goods competitively
in order to suit for the world market.
An important promoting way among them is to
use
the
advertisement
introducing
the
national
products
and
popularize
the
reputation
of the
manufacture to the world. In China, because of the
market-oriented economy
system is being
developed and perfected constantly, the
international advertising
institution
grows
vigorously.
This
not
only
brings
new
products
or
service
to
Chinese
or introduces the
goods of China to the foreign consumers, but also
is the carrier
of propagating Chinese
culture.
Advertising activity is not only a kind
of activity, but also a kind of culture
communication, it controls
people
’
s life style and
custom of consumption, the
commodities
itself is a carrier of culture, culture spreads by
goods, goods breeds
by culture. In
China, in the early silk road that spreads Chinese
culture abroad by
spreading goods. The
silk road not only bring silk abroad, but also
plays a role in
carrier which spreads
the old culture to west world. Advertising culture
has its
features
of
popularization,
business,
nations,
timeliness,
some
traditional
culture,
religious
culture,
and
the
values
which
controls
the
goods
of
charger
and
the
consumer
’
s
psychology
and
behavior,
then
it
can
make
effect
on
the
advertising
of
each
country.
International advertisement is a kind
of propagandizing form ,which strides across
nations
and
culture
，
it
faces
not
only
the
problem
of
language
exchange.
in
the
side
of
using
advertising
words,
The
fact
is
bad
if
we
translate
the
successful
advertisements
into
other
language
during
the
process
of
carrying
out
international
advertisements.
Translation
is
very
important,
translator
is
an
emissary
in
culture
communication.
The
translation
of
international
commercial
advertisement
is
different from literature, science
technology, news etc. because it emphasizes the
element of social economy and culture.
Part
II.
There
is
very
close
connection
between
the
masses
’
appreciation
judgment
of
psychology
The
psychology
of
aesthetic
conception
is
synthetical
culture
consciousness.
It
refers to the point of
political, conception of religion, life style
custom and so
on. The appreciation
psychology is so. Advertisement is an important
disseminating
mean, it itself is a kind
of important social culture. It not only obeys the
social
culture
custom
and
accords
with
the
psychology
of
aesthetic
conception,
but
also
plays
an
important
role
in
the
social
culture
and
psychology
of
aesthetic.
Many
books
have
discussed, such as
1.
Advertising
has
culture
and
political
effects.
(Grancarlo
Buzzi:
advertising,
its cultural
and political effects.)
2.
No
one
can
deny
that
any
act
of
persuasion
has
a
culture
meaning
(one:
The Economy
Implication of Advertising)
3.
The
Advertising
message
today
is
addressed
to
a
vaster,
more
stratified
public.
And
it
plays
a
fundamental
and
unequalled
role
in
the
altering
of
customs
and
habits.
The spreading and
fixing of culture and aesthetic
clich
é
s. (ib)
4. But it is true that
advertising plays a determining part in spreading
and
consolidating culture habits (ib)
5. It would be
more accurate to argue in favor of an
advertisement that is
attractive
seductive,
and
expressed
in
terms
that
respect
the
average
level
of
taste
and culture (ib).
The last one is
the most important. Doing translation is so too,
it is a kind
of
work
which
strides
across
culture.
The
expressing
of
original
text
has
attractive,
seductive and
expressed terms that respect the average level of
taste and culture.
If
we
don
’
t
know
the
two
diversities
of
culture then
making
proper
transformation
or the
translating text will mot appear the three
features.
For example, we must be familiar with foreign
culture and understand the
aesthetic
conceptions,
or
we
’
ll
failed
in
translating
the
trade
mark
of
the
export
goods.
For
example
we
have
a
kind
of
lipstick
the
name
of
the
trademark
is
Fangfang.
In Chinese the
name is really very good when Chinese people look
at the name
芳芳
,
in their minds, they have the
imagination not only about a beauty, but also
seems
to feel the sweet smell which is
from the beauty, but if we translate the
芳芳
to
the
Chinese
phonetic
alphabet.
It
is
Fangfang.
The
English
readers
will
feel
horror
when they read here, because fang is an
English word. It means 1) long sharp tooth,