-
毕
业
论
文
毕业论文题目：
On the Language
Features of English
Auto Advertising
and Their Translation
学生姓名：
蔡兴烨
学
号：
2
院（系）
：
外国语学院英语系
专
业：
英语
班
级：
2010
级本科
1
班
指导教师姓名：刘卫红
指导教师职称：副教授
起止时间：
201
3
年
10
月—
2014
年
5
月
（外国语学院制表）
- 0 -
1
On
the Language Features of English Auto
Advertising and Their
Translation
A Thesis Submitted
To
Foreign Languages Department
Of
Zhongyuan University of Technology
In
Partial Fulfillment of the Requirements
For the Degree of Bachelor of Arts
By
Cai
Xingye
Supervisor:
Liu Weihong
May, 2014
i
SCHOOL OF FOREIGN LANGUAGES
Zhongyuan University of
Technology
Declaration of
Academic Integrity
I promise that the thesis
contains no material which has been
accepted
for
the
award
of
any
other
degree
or
diploma
in
any
institutes of higher learning and that,
to the best of my knowledge
and belief,
the thesis contains no material previously
published or
written by another person,
except when due reference is made in
the text of the thesis.
I understand that to do so would mean
that I had committed
plagiarism,
and
that
it
is
my
responsibility
to
be
aware
of
the
University’s regulations
on plagiarism and their importance.
Signed:
Date:
ii
Abstract:
Auto
industry
has
became
the
most
important
part
in
the
manufacturing
industry since the earlier time in the
20
th
century. In China, with
the development of
socialist market
economy since China
?
s
opening up to the outside word, advertising
industry has been developing at high
speed. If foreign cars launch in Chinese market
and
draw
customers'
attention,
advertisement
will
be
auto
advertisement, has the late of
development. Therefore explore the language
features
of auto advertising and seek
their translation how to attract
customer
?
attention deeply
is emergency.
Key Words:
language
features, auto advertising, translation strategies
摘要：从
20
世纪初开始，汽车工业就
成为制造业最重要的行业。在我国，随着
对外开放和社会主义市场经济的建立，广告业进
入高速发展时期。如果外国车
想要进入中国市场并吸引来卖家，广告的作用可想而知。然
而汽车广告，却发
展缓慢，因此，从语言特征方面研究汽车广告并探究如何吸引消费者。
关键词：语言特征，汽车广告，翻译策略
iii
Contents
uction
.
.........
..................................................
..................................................
...................
１
1.1 literature review .................
..................................................
............................................
１
1.2
significance of the study.........................
..................................................
........................
１
Types of Auto Advertising.............
..................................................
............................
１
ge Features of
Auto Advertising
.
.................................................
.........................
１
3.1 lexical features ..................
..................................................
.............................................
１
3.1.1metaphor..
..................................................
..................................................
...................
２
3.1.2 pun
.
......
..................................................
..................................................
......................
２
3.1.3 hyperbole
.
..................................................
..................................................
..................
３
3.1.4 personification
.
............................................ .................................................. ................
３
3.2 syntactic features
.
...........................................
..................................................
................
４
3.2.1 imperative sentence
.<
/p>
........................................
..................................................
....
４
3.2.2
question .........................................
..................................................
......................
５
3.2.3 more simple sentence ............
..................................................
..............................
５
3.2.4 parallel
structure
.
.................
..................................................
................................
６
ation
Strategies of Auto Advertising ...................
..................................................
............
７
4.1 transliteration ...................
..................................................
..............................................
７
4.2 free
translation
.
...............
..................................................
................................................
７
4.3
transformation ...................................
..................................................
.............................
８
4.4 focus on
the difference of cultural background
.
.......................................
........................
９
sion ..................................
..................................................
..........................................
１
０
References
：
.
................................
..................................................
...........................................
１
１
Acknowledgments
.
..................................................
..................................................
.................
１
１
iv
uction
1.1 literature review
Nowadays, a lot of scholars have done
researches on linguistic features of auto
advertising
and
its
translation.
We
can
get
information
and
detailed
materials
of
examples
and
translation
strategies
trough
these
works.
They
help
us
better
understand the auto advertising
translation in many aspects. In literature,
researches
which have been done usually
discuss the English advertising translation in
several
major ways.
For
instance, scholars have many studies on English
advertising translation like
Wang
Kaijun expresses in his paper
Linguistic Feature of Automobile Advertising and
Its
Translation
that
translation
of
auto
advertising
is
involved
when
auto
advertisements
created
in
one
culture
have
to
be
translated
for
use
in
another
culture
．
People
came
to
realize
auto
advertising
translation
did
not
merely
imply
finding
linguistic
equivalents
in
the
target
language
since
advertisements
are
a
reflection of society and
culture.
1.2 significance
of the study
English auto advertising
translation is a branch of advertising
translation, so
English auto
advertising translation strategies of advertising
translation is an
important problem to
be solved. An integral of this paper is base on
the automobile
advertising language
characteristics; find out some relevant
translation theories.
And
auto advertising translation should pay attention
to their market effect and
vehicle
type, and the degree of translation that Chinese
can accept, especially the
purpose of
advertising translation to attract consumers.
Types of Auto Advertising
There are a lot of auto advertising
show up to people in different media like
TV
,
newspaper, magazine,
internet, etc. And in order to achieve different
purposes. So we
could
classify
the
auto
ads
as
advertising
of
automobile
company
images
and
advertising
of
automobile.
The
former
type
of
advertising
aims
to
improve
the
company
?
s image
to the public or to remember some one who set up
the automobile
company, not to sell the
specific automobile, so it is rare in automobile
advertising.
Therefore, in this thesis,
I only intend to involve in the advertising of
automobile.
ge Features of Auto
Advertising
3.1 lexical features
１
Word is the soul of auto ads. To
attract, persuade viewers or listeners, at last to
achieve
the
goal
of
profit
or
expend
the
idea,
the
words
must
be
persuasively
and
artistic appeal in the
application, not only to
attract the
audience, but also to touch
their
emotions, arouse their purchase desire.
3.1.1metaphor
Metaphor
is
when
describing
things
or
explain
reason,
use
it
has
similarities
with
other
things
or
reason
to
draw
an
analogy.
Metaphor
often
let
the
language
describe more image, concrete, to
promote the public affection. For centuries,
people
often
do
the
metaphor
research
only
in
poetry
and
speech,
actually
in
automobile
advertising, the application of
metaphor are very common.
Let
?
s use the advertising
of Toyota corolla as a example:
“
When I see my baby, what do
I see: Poetry. Poetry in motion. Poetry in motion,
walking by my side.(
当我看到我的宝贝
，我看到了什么：诗歌。动态的诗，律动
的诗
,
走过我的身边。
）
”
（
Tillotson. Poetry in motion 1996)
In this ads,
corolla became
a baby in
the
owner
?
s eye. When it
started, it was
very
light,
like
a
poetry
of
flow.
So,
it
is
easy
to
image
that
when
the
corolla
is
running feels like a
beautiful poetry , and its owner is bound to care
for it as a baby.
So the effect is
obvious of metaphor.
3.1.2 pun
“
pun is the use of language
or synonymous, and homophony, make the
words
or sentences in a
particular context has double meaning. one bright
one dark, one true
one false, can
attractive, as well as image, deepen our
memory.
”
When we talk about
pun
, It is easy to think of
the
episode lyrics
in the movie
music
Because
it
dealt
with
the
musical
notes
as
pun,
and
used
it
to
teach
the
children to remember in
the movie, make each note has a deeper meaning,
gave us a
model of pun in using.
Let
?
s see an Eagle Summit
automobile advertising example of
puns:
“
WOMAN:One reason why I
bough this Eagle Summit is that I once tried to
put
all of my luggage in
the back of a Toyota Tercel and it just would not
fit.
OFF-CAMERA VOICE: Sounds like a
bad experience.
WOMAN: Yeah, but
it’
s all behind me
now.”
(
王
.
< br>汽车广告语言的特点及其翻
译，
2005
）
２
all
behind
me
now.
this
sentence
can
have
two
different
understanding:
1,everything have become the thing of
past; 2, all baggage now can int the
trunk.
what
a
great
is
that
the
two
explanations
can
make
sense
in
this
conversation,
therefore it become a another classic
example of pun. And there is an auto ads:
“
Separate the men from the b
oys.
”
(
张
.
英语商业广告语言的会话含义研究，
2011
，
（
14
）
）
This
auto
advertisement
is
very
obviously
has
nothing
to
do
with
the
car
in
literally,
but talk about the man and boy. When people
through images and story, they
will
draw a conclusion--the company made this for the
real man.
3.1.3 hyperbole
Hyperbole is people based on the
subjective, consciously exaggerate the facts,
deliberately
exaggerated,
to
emphasize
or
to
highlight
a
rhetorical
device.
As
everyone
knows,
advertising
is
the
main
way
of
multinational
companies
sell
their
products, and using hyperbolic
propaganda is the key for successful advertising.
The
following example of automobile
advertising:
1.
“If it moves,
pumps, turns, drives, shifts, slides or rolls, we
check it.”
(
朱
.
巧
妙运用修辞手段
< br>增强广告翻译的美感和功效，
2008,
（
11
）
）
Through
the
use
seven
verb
consecutively
towards
seller
ensure
potential
customers that the
car control performance is very excellent, the
more you can do all
kinds of driving
test and in safety. By the hyperbole, the quality
of car was give deep
impression in
consumers
?
s mind.
60 miles an hour the loudest noise in
this new Rolls-Royce comes from the
electric
clock.
（
Ogilvy.1949-1973
/wiki/David_Ogilvy_(businessman
，
20141
，
5,20)
Sixty miles an hour, a new type
of Rolls-Royce motor cars with the largest noise
from
it
?
s
electronic
clock.
This
advertisement
use
the
exaggeration
of
emphasis
on
the
very small noise of this new car, in order to
reflect the car's excellent performance
and high quality.
3.1.4
personification
Personification is a
figure of speech in which all thing of nature are
given by the
quality
character,
behavior,
emotion
and
so
on
of
people.
People
often
see
the
personification in the
auto ads. So please look at the following example:
３