试析英语包装广告的语言特征
[摘要] 探讨了英语包装广告在语篇、句式与词汇层面的语言特点,这些特点的形成在很大程度上受到商品包装功能的影响。
关键词:包装广告;广告英语;语言特征
中图分类号:F713.80;H31
文献标识码:B
文章编号:1001-3563(2003)02-0108-03A Study of the Linguistic Characteristics of English Packaging AdvertisementsZENG Li( Zhuzhou Institute of Technology,Zhuzhou 412008, China)Abstract: An analysis is devoted to the linguistic characteristics of English packaging advertisements attext,sentence and vocabulary levels. It is held that the functions of commodity packaging have a great influenceon the forming of these linguistic characteristics.
Key words: Packaging advertisement; Advertising English; Linguistic characteristic收稿日期:2002-07-08;修订日期:2003-03-04作者简介:曾立(1946-),男,株州工学院副教授,主要从事广告英语教学与研究。
包装广告是印制在商品包装上的广告。由于包装所具有的特定功能,依附于包装的包装广告在语言上也有不同于它种广告的特点。自国门开启以来,我国开始出现汉英双语包装广告,随着中国成功”入世”,汉英双语包装广告有日见普及之势。汉英双语包装广告虽不乏形义俱佳、文字精美的成功之作,但毋庸讳言的是,双语包装广告的英文部分不如人意者时时可见。考其原因,在很大程度上是由于不熟悉包装广告英语的语言特点。故拟就此文,以其引起英语包装广告撰稿人的关注。
1 包装功能与包装广告现代包装主要有保护产品、提供方便与扩大销售三大功能[1]。扩大销售功能是一种商业功能,指的是包装通过商标、标记、代号、说明等介绍商品的成分、性质与使用方法,便于管理、认识和选购;通过精美的图案、色彩和装潢,使商品具有吸引力,并起到宣传商品扩大销售的作用。
从广告学的角度看,包装的促销功能有很大部分是依附于包装的包装广告所发挥的宣传商品的功能,而包装广告的商品宣传功能的发挥在很大程度上又受到包装功能的约束与支撑,具体表现在:a.包装广告伴随商品包装在销售现场与已有购物欲望的潜在顾客见面,发挥售点广告的作用,抓住货架旁徘徊犹豫的顾客并设法坚定其购物决定;b.当顾客决定购买商品后,包装广告随着商品包装在商品的使用过程中陪伴消费者,不断地向他们提示商品性能、用法以及有关售后服务的信息,充分地发挥广告的提醒功能,促使顾客对商品的重复购买;c.当包装广告开始发挥作用时,商品/对顾客来说已是伸手可及捅破窗纸即见真象,打开包装即见货物,因此包装广告要想更好地发挥劝购促销作用,它应该担当一名顾客的购物顾问,而不是巧舌如簧的推销员。包装广告与包装功能密切相连的这些特点,对包装广告的语言特色无疑具有极大影响。
应当指出的是,作为商品包装的一个有机组成部分,包装广告的质量反过来也影响包装的总体质量。因此,在从事包装设计时,一定要充分关注包装广告的制作不仅要关注广告设计,而且还要关注广告文案。
2 包装广告英语的语篇特点108包装工程 PACKAGING ENGINEERING Vol.24 No2. 20032.1 商品名称包装广告的”脸面”
广告在语篇构成上一般分为标题、正文、随文与口号4部分,其中标题部分在广告文案中具有其它部分不可比拟的重要性。广告受众面对如洪水般向他们涌来的广告很少有积极阅读的愿望,多达80%的人仅仅阅读广告的标题[2],被称为标题读者(headline reader),而对绝大多数广告文案而言,标题成了它们唯一的表达机会。广告文案写作者绞尽脑汁撰写标题,用标
题的简洁、新奇、优美的文字吸引受众,在标题中向受众提供有关商品品牌与公司承诺等重要广告信息。但在包装广告语篇的构成上,一般看不到通常意义的广告标题,取而代之的是包含商标在内的商品名称。如:
例(1)Lay’s Classic Potato Chips (雷氏正宗土豆条)例(2)VON RETROACTIVE (雅芳新活再生霜)商品名称一般以醒目字体写在包装的正面或多面,目的在于与具有商品性格的包装一起,在销点(point(of(sale)吸引与招徕顾客,让他们走近货架取出商品。为了促使潜在消费者最终作出至关重要的取货决定,商品名称附近一般要以较小字体提供顾客最关心的一些信息,如商品的净重、生产日期、商品的最新特点等。如:
例(3)nowwith vitamin C and more vitamin E(含有更多维生素E,并增加了维生素C)在琳琅满目的商品群中受精美的富有个性的包装以及作为包装广告”脸面”的醒目的商品名称的吸引而走近商品,再瞥视一眼商品名称附近的重要商品信息提示,潜在消费者开始动手取货,包装广告于是成功地发挥了它的招徕顾客的功能。
2.2 商品性能、使用方法、公司承诺包装广告正文的三部曲取货在手,潜在消费者进一步观看商品包装上的其它文字内容,进入了包装广告正文的阅读阶段。在其它形式的广告中(特别是在报刊广告中),广告正文写作方式异常丰富多彩:在诉求方法上,有感性诉求、有理性诉求、有感性与理性兼用等种种诉求方式;在体裁上有说明体、叙述体、议论体等种种类型;在篇幅上有的是洋洋千言,有的仅片言只字[3]。但包装广告正文写作方式则较为单一。首先,在诉求方式上更强调理性更强调信息性。对于持包装货物的顾客而言,他更需要的不是令人心驰神往的美妙文字,而是对他即将掏钱购买的商品的如实描写。其次,由于内容表达的需要,包装广告在体裁上主要采用说明文形式对商品的性能用法进行说明;最后,由于顾客是站在人来人往的商场匆匆忙忙地阅读包装广告的正文,因此在保证提供必要商品信息的前提下正文应力争简短。不少顾客在匆匆阅读包装广告之际,因时间紧迫往往带有选择性,因此包装广告正文行文应具有一定的格式性以便/zaizhishuoshilunwen/受众迅速找到目标信息。上述种种原因造成了包装广告语篇层次的第二个特点———广告正文多以说明体体裁介绍商品的性能、用法以及商家承诺(包括关于商品构成成分的数据罗列)并按序或以其他醒目方式(如用小标题,不同字体或包装物的不同侧面)编排这三类信息(由于商品本身的特点,这三类信息的介绍有详有略,有时甚至省略)。三类信息在编排上相互区别,而且在语言表达方式上也各有特点。
2.3 服务到家包装广告随文的售后服务意识随文是广告文案中提供企业名称、购物方法等附加性广告信息的文字,一些广告(如电视广告)往往采用只提供企业名称或品牌名称的简略型随文,但包装广告的随文提供的信息却是任何广告中最为详尽的。如:
例(4)Question? BK 1-800-436-4361 Dist. by Proter&Gamble Cincinnati, OH 45202. Made in USA.
(对本产品有问题要反馈吗?请拨打1-800-436-4361本产品在美国生产,由宝洁公司经销。公司地址:俄亥俄州,辛辛那提市。邮编:45202。)例(4)的随文最引人注目的是对用户意见的征求并提供了意见反馈电话号码,这是包装广告随文的特色所在,体现了包装广告的售后服务意识。
3 包装广告英语的句子与词汇特征3.1 在句子层面喜用省略结构与祈使句包装广告英语这一句式特点的形成是由于内容表达的需要:在描写商品性能与构成时,喜用省略结构节约篇辐在介绍商品构成时更是直接使用不成句式的信息罗列式或表格式结构;在说明商品用法时主要使用祈使句型。
如:
例(5)MOISTURE BUILD FOAMING FACE WASHFoaming formula helps keep skin’s vital moisture pumped upas it deep cleans, leaving it feeling fresh and conditioned.
·Oil Free·Won’t Block Pores·Clean, Fresh Scent(泡沫型润肤洗面乳泡沫型配方在彻底清洗您的皮肤时能不断增加皮肤的湿润程度,使之感到清爽舒适。·不含油脂·不堵毛孔·气味清爽)例(6) Naxzema Skin Fitness Tips:
·For best results, use instead of soap every time you wash.
·Pump a generous amount of product and massage over wetface and neck. Rinse thoroughly with water and dry.
·For total skin fitness, consider other Noxzema products in-109曾立 试析英语包装广告的语言特征cluding Toning Discs, Oil Free Moisturizers and Body Wash.
(Noxzema护肤系列使用说明·要取得最佳效果,请每日用本品代替香皂洗脸。·挤出足量洗面奶,在洗湿的脸部与颈部涂抹按摩,然后用水洗凈揩干。·要进行全身皮肤护理,请考虑使用其他Noxzema系列护肤用品,包括无油脂润肤霜与沐浴露。)例5中的“Oil Free”、“Won’t Block Pores”和“Clean,Fresh Scent”三个省略句的句首分别省去了”It Is”、”It”和”ItHas”。省略结构的运用并没有影响主要广告信息的传递,反而使之更加突出。例6则全部使用祈使句说明商品用法,仿佛有一位殷勤待客的售货员在耐心为你讲解商品用法要领。
3.2 在词汇层面喜用常用词/jszclw/,不回避必须用的生僻词,常用缩略词语在说明产品成份时大量使用生僻的学科名称以保证表达的科学与精确(须知产品成份说明实质上是一种承诺),在其它情况下则尽可能使用常用词语以保证顾客一瞥之间即能明白语义。如:
例(7) INGREDIENTS WATER,GLYCERIN,GLYCOL DIS-TEARATE,CITRIC ACID, FRAGRANCE,DISODIUM EDTA’(后略)。
(成分:水、甘醇、乙二醇二硬脂酸酯、柠檬酸、香精、二乙胺四醋酸钠。)除了常用词与生僻词并用的奇特现象外,包装广告英语还喜用缩略词语以节省空间,如例5中的BK(=back)、Dist.(=distributed)和OH(=Ohio)。
4 结 语与其它类型的广告相比,英语包装广告在篇章安排与句式和词语的选择上更具规律性。在写作或翻译包装广告文案时,应多阅读参考英美国家同类产品的英文包装广告,熟悉其语言规律(语篇、句式与词汇特点,包括已定型的常用表达),这样才能写出规范的英文包装广告。
第二篇:英语广告的语言特征及其翻译对策
聊城大学
硕士学位论文
英语广告的语言特征及其翻译对策
姓名:刘明信
申请学位级别:硕士
专业:英语语言文学
指导教师:许鲁之
20070401
聊城大学硕士学位论文
摘要
世界经济全球化使得广告和广告翻译越来越显得重要,广告以其独特的魅力影响着社会生活的方方面面。然而,我国学者对英语广告特点及其翻译的研究起步较晚,传统的翻译理论不能满足广告翻译这种特殊实用文体的要求.因此,本文试图对英语广告特点及其翻译作一研究。
广告文体是一种具有极高商业价值的实用型文体,广告的最终目的和主要功能就是要使消费者接受并购买它所宣传的商品和服务。一则优秀的广告在原语言和文化背景中是成功的,然而,翻译成目的语后则未必成功,其效果可能与翻译初衷相差甚远,如果翻译不当,甚或让人产生误解。在广告创作中,创作者要确保广告在源语言和文化背景下的可理解性,充分体现广告的劝诱功能,然而,当广告被翻译成另一种语言时,广告原有的可理解性和劝诱功能可能不复存在,这主要是文化差异造成的.译者应充分认识到这一点.
作为对传统翻译理论的一个重大突破,德国功能派翻译理论为广告翻译的理论研究开辟了一个新视角。该理论以目的论为中心,强调文本目的在翻译过程中所起的作用。目的论认为翻译是一种有目的的行为,该行为所要达到的目的制约着整个翻译过程,即目的法则,该法则是目的论的核心法则。目的论是由威密尔(Vl釉e盱)首先提出并由诺德(Nord)加以发展的,它对翻译实践有着重要的指导意义。该理论中包含的另外两个法则:连贯法则和忠实法则都应服从于目的法则。
广告翻译不仅仅是语言翻译,还包含着文化信息的转换。在广告翻译过程中,译者必须考虑到目的语的语言和文化特色,努力使译入语符合消费者的文化特征和认知习惯.
本文首先从词法、句法和修辞三个层面对英语广告的语言特色进行了分析。其次论述英语广告翻译的基本理论一目的论,其中包括翻译的定义、翻译原则、翻译过程、翻译标准等;对翻译过程中所遇到的文化障碍也做了阐述。最后根据英语广告语言特色以及广告的鲜明目的,通过实例介绍英语广告的翻译方法。这些方法主要包括:音译法,直译法,意译法,套译法,增译法等。
本文旨在探讨英语广告的语言特点,力图为英语广告翻译研究构建一个较为可行的理论框架,从而在广告翻译实践和广告翻译理论之问建起一座沟通的桥梁。作者希望,本文能够对广告翻译理论的构建有所裨益,并对广告翻译实践有一定的指导和借鉴作用。埘
聊城大学硕士学位论文关键词:英语广告;语言特色;目的论;翻译方法
■城大学硕士学位论文
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Acknowledgements
I锄inclebtcdtOmanypeoplewhohavehclpcdmcbothdirectlyandindirectly.Firstandforemost,1wouldliketoexpressmyheartythankstoProfessorXuLuzhi,myrespectablesupervisor,whohasspenthisvaluabletimeofwritingthisguiding蛳intheprocessthesis.Withomhisprofoundknowledge,o∞坞tamencouragementandpati钆thelp,thisthesiscouldn’thavebeenthepI联‘衄t011c.
Specialthanksa尬alsogiventoProfessorLiuSheng,ProfessorCJenNing,ProfessorFan乃锄gcha|唔ProfessorLiuFengshan,andallotherprofessorswhohavetaughtmeandhelpedmeduringmypostgraduatestudy.Theirlectureshave
fieidenligb忙ni】唱benefited啦alotandarousedmyinterestinseriousworkof剐Ⅺda丑ic
Mythanksalsogotoallthosewhohavesupportedandencouragedmebywhateviat-duringtheresearchandallmyclassmateswhohelpedme.
Finally,1woIIldexpressmydeepgr面mdetomywifewhoselove.c.areandencouragementmadeitpossibleformetocompletethepresentthesis.
聊城大学碡士学位论文
Chapter1
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expa,xIing
n∞.,essaryfbf
lookingabroadforpote.舶lciieats.M妇mwhil&foreigncorporationsa托
theirlnlⅡI【etsinChina+Thegrowtlaandexpllllsionofmultinationalshavemadeit
businesspeopletopublicizetheirgoodsand
9州ces.Allthesehelp
toexplain
whyadvertisjngisb∞omingina谨IsinglyiD叩删衄皿L、Advertisingtodayisgapbetween
a
large印帅ri∞.Itisused埘a谢derangl。ofpeople.Itbridgestile
toboth
r,rodu啪andcollsumel瞎.bringsconvenience
i,l-od眦-ts
sides.and岛Ⅳ嚣their
costs.
Sincethebeginningof1990s.foreignhavebeenflowingintoChin..andwe
eat
Chinesehaveblx,olnereg.1.tCOllSl.1lmCr,soffo坨igncommodities.We
Pelysi..eola,llse
McDomld’s,drink
Rejoice.w哪Role'x,take
Kodakphotosnnd
llse
Al,plecomputers.Girls
of
becOlllepl'lL"tlJerwithAvoR,mole
chningwithChannelNo.5andn啪smm'terinPorsebe
c=hi越’s
of
e.{mnotae.ythe
BMW.While皿joyi.gallttlesewonderfulnlings'weshouldbegratefulto
further
OpCl3ingttptotheoutsideworld.Mclmwhile,we
eolmibution
fo鹏ign
advertisingandadvertisingmmslation.Ibecomeitstranslation.1
aw辩ofthedirectdt'ectsofadvet,tising‘and
andits
init+ThatiswhyIselected
alndecplytouchedbytlaeprofoundIX)siIi'vt≥influenceofadverlising
lranslalion+I锄immenselyinteresmtandlremendouslyabsorbed
豇Igli血advertisinganditsmmsimioa勰thes.bjea
With
ofmytheses协writeabout
can
glol,al刎o,,oft/鹫world∞onomy"andChina’sentryintoWTO,眦Chinese
l删1.ets
importedfl_Iom
benefitgreatlyfromttle.highquality
foJmign伽衄缸cs,柚d叫
isknown幻a11.the
national
products神enteringtheintematiomlmarketOnalargerSClIIt。.As
fierceeompetitio,Ontheintematiollalmarketlies
alsoin
a
riotonlyinthcqualityof
agood
theproduct.but
an
good蜊ce’a
goodbrandreputationandcompanyimage.Advertisingis
importamwayofgoodpromotion.MoreandmoleChinese豇血q舶舶吼瞄who
l_avebeen
tryingtotaptheglobalmarkethavecoinetorealizethesignificanceofadvertisingandhopetobayetheir
advcrtiseme吣and
prod.cts
intcmafiomlized
as加ime耐part
ofglobalofthem
marketingstrategy.However,manyIramlatcd
adverts辑slill
notsatisfaetory.solnc
啪’tprovidecorrectandfullinformationoftheadvertisedr,rod.ms.nnd翻onae矾pI圪zlingto
l
聊城大学硕士学位论文
duetothediversityofcultures.Although
advertisingtranslation,yetupUSthere矾floraetranslationteelmiquesandtheoriesandpracticalonto皿I刑,∞clearprinciples帆provided
intotheforlz'anslafionofadvertising.Accordingly,itisimperative
advertising(ranslatiotLtoprobetopicofEne,lish
?Wealwaysassertt11atleamingaLanguageisIlOtmerelylearningitsphonetics,vocabularyandgl,lnmal,ibutalsoleamingitsculture.ReadingEnglishadvertisingiso酩ofthebestwaystoappreciateboththebeaulifullallgllageandforeign
cancultures.Besides,advertisingtranslationembodywellthedi伍el'cnce¥belwt七llChin嚣eandEngli啦aswellasbetweenChinesecultureandforeigneultur嚣.Undoubtedly,8studyoftranslationofEnglishenableme?tOunderstandEl蛳advertising‰tO
sevenaaver衄willaraisemyEtlglishcompetencertotohi曲etlevel,toenlargemyscopeofknowledgeofforeigncultures,andrendermyIr,mslationabilitysla'ollger.Thisthesisiscomposedofcha|y‘e娼.Thefirstchapterisabriefintroductiontothe
wholecontent,providesthel'昀sonsforthethesisandpointsouttlacsignitieaneeofthis日髓;e锄fchThesecondchapterofthethesisisdevotedtoadvertising.Underthattopic,theessayfirsttellswhat
thirddI獭theadv删ngis,itsdefinition.o咖血唱nextessaya把itspurpos嚣andelements.Intheelabol'al船onthestylisticfeatu瞄ofadvertisingEnglish,exploringthesubject
toafromlexieal,grammaticalandrlaetoriealaspectsrespeetivdy.ChapterFourisdevotedbriefdiscussionofthebllsicIra衄lationtlacory:thedefinition,principlesandprocessof
Fiverevealstheculturalbtinicl'S1/'anslalJon.cl砷tcral,pearinginEnglishadvertisi越
tmnslalion.ChapterSiK.thepracticalIz'anslalionandapplicable或ralegi嚣a∞、inlrodueed
purposesofadvertisin吕w,eompaniedwithexamples,截:o叫ding
ala加sevmshowsthemajor伍岫andlimitationsoftlaeessay.totheuniquefealmesand
2
■城大学硕士学位论文
Chapter2GeneralDescriptionofAdvertising
Withthespeed-upofsocialdevelopmentandthedeepeningofculturalandeconomicinteraction,thepositionofadvertisementshasreacheditshighestpDiminhL昱t‘,ry.Theyplay柚importantrolein
咧andacceXeratingeoDnomicgrowth.Withthecommoditiesaowmg
bemgfoundedbilinguaIorevellathighmanyintemmionalcompanies
agomI曲_1ingu面瓤Iv硎singversions
AdvertisingCrequenUyneede正incommunicationprocess,is衄economicphenomenon,whichinvolves
marketingprocess,information锄dpersuasionprocess,ahmng
toat∞lli雌the肚8ttaltiolltbin庐forsaleorrentbymediaofnewspapers,handbills’radios,televisions,etc.Allofformsofadsbearthesamepurposein贸辩nce'thatis,topersuadepc:0l'lctobuytheadvertisedprodu出orservic嚣.
一With
Americanthedevelopmentofthei蛐ff9a一‘nKl∞concisedefinitionismodifiedbytheisthenon-personalMarketingAssociation(Al雌):Advertising
paidcommunicatioaoforideas.informationus=Ilallyforandusuallypersuasiveinnatm'eaboutproducts,services
byidentifiedsponsorsthroughthevariousmedia.
㈠ThisversionismoreembracmgandhighHghtscmmnmdcationandopinionofthepI艰masiv如e鹞.IntheaAssociationofNational
atAdvertisers(ANA),铀俐萄驾isinformation;altefingpaidformofmasstommm岫iczfion,叠iming
班喇uc坞inducing
2000:12mo岱ertngothers'attitudesadvertisedotherstogetactionandatlastmakingprofitsforthead、侧se稻’’(<如Jiaz丐
We锄concludefromtheabovedefinitionsthatadvertisingshouldcontainthefollowingsixcKaxactedstics,orinotherwords,shouldmeetthesixr踟lm‘tmncnts:‘.1.Non-pmo叫
!Advertisingtargetsnotonesingleconsumerbmsomespecificgroupsoreventhewholepubfic.
:2.Idcatifiedsponsors
Therem-eidcmificdadvertiserswho玳the
土initiato舟ofadv峨Advertisements啪
聊城大学硕士学位论文
madcnee…ds叩譬啦rsalespmmotionand咿嗍1瑚ge?t0鲥毋也c纳咿I3.A小枷曲】ginformation
Alladvertisementsconyhzforma60a,basically,ofthe瓤lv日t酬products趾nsefvi嘲.
needsand脚may
facilimealsooDnveyideastoorsocialbeliefsto∞噬彻蝴,Cl'l即ltenew∞咄砌mingthemform“ms岫ingideasfavmabletoadvertisers.
-|.4.Massn扯Idia一。
Itisalsoc斌ledx,w-rt魄media.'Itistheb而dgeb|卿veentheadvertised弘Ⅸluc协andthe诅喑eted伽s哪e礴.Newspapers,m鹋a2嗽bf啪dcast,TV,road蛐,p‘咖and咖signsarealladvertisingⅡ坨di乱
5.Paidforbysponsors,,4一j
+AdvertiseTsneedtopay,forthe缸andspaceoftheadvertisementsthroushasp∞iiicmedium.
6.PersuasiveinnatureandchoosingidontifiedoJ¥tolner8。
Persuasionisthepnmaryfunctionoftheadvertisements.Thiskindofp豇seasionmustbeilIdud溉.arti曲c
markets.andapproprialeinordcrmadetowaldstobewellaccepted-by∞nsumcrs.Cnmerally印朗king’advertiseme啦are8cera|inlHngeof∞璐岫啪州恤targe把d
Thus.itiseasytos∞thatadvertisingis,notonlyaoDmpoundofwordsandpictures,inst髓正itis;aOltatiollcombinationwith
anal”岖aestheticevaluation,andproduct
、pinfo毗marling髓哺tegi黯,.∞mmme巧psychologicalIn瓤mm缸y,烈I俐singisatypeofcommunication.Jtisaverymuchsmlcturedformof
w捌andnon-verbalelementsthatappliedcommunication,employingbothare咖p‘’sedto
mlpredet朗mincdspaceandtimeformatsthata聆concolledbythe印∞so叽
Generallyspeak姻g,awrittenadvertisementconsistsoffivepar虹:headline,bodyslogan,illuSwagonandbrand.Theyrespecfii,ely
hencemaynotbeofequalinlp‘I一孤lce.playdifre删∞les’鸵m
beonnmdifferentplⅡl加僻,andHeadlinereferstotheil吐rodI蜘vesentencesinthein锄adTheprmtygoal
聊城大学硕士学位论文
ofaheadlineisto舶乎Igethereaderfastandgiveal'Ca,,qontoreadtherestoftheadvertisementEffectiveheadlinesIlllzactatlcntioll,algagethealldi黜,explainthevisual,leadthealldiellC.它intotheboa'yoftlaeadvertisement,andpresentthesellingmessage。Ideally,headlinespresentthecomplete∞lIingidea."Advertisingpresentsthemostl毙*'rsuasivepossiblesellingmessagetotlaerightprospectsfortheproductorserviceatthe
:lowestpossiblecost".(Jetldm,1985:3)Examplesof甄尬∞则h础in曙啪nI皿舯u&Cifibank’s
irresistibletotho∞whod啪tobt:ingweal们ay--~Word屯oWeal妒,Rolex’S硝giV髓p伽iscofwealthis托ade巧much
me
鼬P1日撕,?,,他ad
aIso
≯ro砌for.m擒gi删∞,whichis“MyRolexis删e也龃jIl或aw砒itmak冒feeldressed竹.PLayboy吼抽础捆the舶ader’Sim朗嚼intimw∞ⅣWhatkindofm衄inI-锄爬越I饿oftl托盘皿eoftl尬p1.oI曲lcLEffeefivenatonlyemploys姐ime咄top帅voketbc黝dcr’s融喊bIn
has幻be也eI譬oveI丑ight,,fledEX,联邦快运)a如hcad岫sh训。任habelle疽tth砒is印p删tolhe坞adcr柚d∞syto卿.itForexample:,一1."Whenab∞lutely,po洲y
900dexample)(iaoj啪,21)1)4:112>Mostpeople锄suspiciousofadvertisingis:-d抽s.Goodh塌mi懈sbollldmilkethem锈艘Igebelievable.A
_2.“We’∞铊,We竹h抵”,
Aviswonaspotinpeople’shcartwith曲峙IjI蛾foritismuch
c盯船ntal∞忉彤mj船,mo佗e舢,,ineingthan—b‘搬她“We’佗加e
Thesubheadofthen址ion’sleadingis如additional锄all盯headlineth越may雄哗above恤headline
di仃两嘶color.LikeorbelowitSubheadsgenerallyappearinboldface何italict),pe讲aa
ht锄蚯m,thesubhead缸m鲫曲keysalespoints伍sLItinclud鹤inl弘H恤tbl锄din痂恤撕on
thenotincludedinheadlk.Subheadsa∞i玎】port锄bI躲眦∞mostp咄枷onlykadli嘣
headlineandsubheads.po幽t衄m帆complex.The删shoIlldreillf删thethc蒯盯to删to血呐copy.If位hcamk啦础撇柚0n’、恤subhead咖雠.mmla把mm吲砌tsp卸∞ofthe孤Iv硎鞠mcm,i船l幽gthc蛳哪嘶缸鹏ofscuingenticeIn衄yc11S1曙,恤subheadislengthi钉血趾theheadlineand锄bel坶edto伽恤m恤面∞leand,掣liD.
th∞ughthephysicalthe“鲫|al。
A900dmleofthumbisthalthelongerthebodycopy
5
■城大学硕士学位论文
subheads.
,?LBodyeopyisthcmainpartof柚址Astheextemionoflaeadline,bodycopyprovides
diverseinformationabout
curiosityofreaders.一
一OnlyOnefeamr峨uses,姻well蠲atter--∞llservicesofproductto酬s匆the?OUtoftenreade舟ty-l,icauyreadsthebodycopy,sotlaewritermustsl'eal【tothe
how-ther,rochlctOr嘲d酽sself-interest,explaining
E)【peri朗∞d—copywriters
idea8crvic..2satisfiesthe删.-qtOmel"’sneed.lookfortheteelmiqlJeandstylewiththe8reatestsalesappcalforthecopystylesincludebcing芦瞄豇瞻d.ColllmOlll8t/aight-scll,imtitutionat,13mlltive;dialog/mOnolog,t,ietmcaption,anddevice.
㈡‘。A曩b鲈血ofanadis犯掣Ilded鹪thccyeoftheadandshouldbeeye-catchingand
ofsuccessfuladsowemuchtotheirslogans.Liketheimpressive.11坞majoritybrands.sloe,am
眦越dlll枷yelitiealpartinallyadvertisemem.Asloganma曲lyaimsatmaintainingthecontinuityof锄advertising
oftlaeproduct.GenerallyeampaignandholdingconsIlmeI'5’attentionandpromotingsales.aspeaking,锄advertising¥109Sneomistsofjust
x切alember.Inotherfewwords.which瓣smootlatoreadandeasytowords,孤idealsloganshouldbeclear;
conei毙,a比曙cdv鼠morableandpei剧lasiVCo
aShort翘iti&thisIJartplaysmostimportantroleanddeservesthegrclltcstatt∞tion.In、
mosteases,thesloganisthehighlightofthewholeadvertisement.Herea地somegoodexamples:.
Qualitynevergoesoutofstyle.?
,—40、】!i’s(莱维思牛仔)
Whenit船ins'itp叫巧.-一一
:—粕【研咖Salt.(莫顿食盐)
-Wonderwheretheyellowwent
--l'el删lent(白素丹牙膏)
FeeltheHyatttouciL+
_|y蚍Hotel(哈特饭店):;?
.Trademarkreferstothebrandofar,foduet.Atrademark伽删血晦oftWop呲s:thcbland.
part
ofn锄eandvisual锄ditisthesymb01."l'mdemalI【.is卸田硼hefimoorta“tdecide8in趾ad岫dc鬟玎v嚣lll把nliOllatradm破thatwhe山荔theimage
‘l,roduct01"9目、,i∞willbe
■城大学硕士学位论文
mmembered.It
isthelastbut
ll朗el"the
least
import咖dement
in
a出俐singbecauseit
eomidered
riot
onlystandsfortheproduaintheact,sndtlaecompanyitself.Forthisaditself.
n柏嶂importantly,itis
oflradcmarkis
otteutheironof
reason,曲design
nev臂so∞nd
tothectelilJOllof
.Tlaerc肿llulnel'OU8
Toshiba,Xerox,sharp
flllnolllSandsuccessfulbrandnames,suela
as
Coca.Cola,Volvoi
e蛾They
theway
allaimed啦0l翻缸ngthe.waytoberootedintlacmindof.
almosteverybody.Sincebrandstend
ofbranding眦closelycon瞳x:tedto
o∞of
society,andtheflIIInOIILS
toexertapowerful
influence∞thecustome慨t?一
a
…llllmtrltion
isottencomposedofcoupleof
pictl臌and
selves鹄thcmain
visualelemclIt.These
pietn懈m
usuallyabouttheproduct
i刚£itspacking,olrwage.11鹭
珥qm∞ofillustrationistoshowthefljmlresand
important
advlagesofproductTkilluslrationis趾
ignored.一It蛔s
eomlmmt
andthe—roleitplayscamlotbe
always嘶衄
adsmay
indispewblepOxttovariouskindsofadvertisements.:
Itshouldbenotedthatnotall
nothaveheadlines,and
tim
sixparts.wouldbc
comained—in趾ad.Some
somemayhaveslogansonly-:
Advertisingmayappearinanystyle,such船dialogue.prose
styleitmayUlke,advertisingfivebasicrolesinthesociety.
Se'I"VeS
Oreven
poem.WhicheVer
severalbasic
fUI蜘OIIS.Nowadays,钺Iv聊tisingperforms
M曩一‘eting
function:Alongwithsales
promotion,pltl蜥c’relations
a
andpersonal舱llin岛
to
advertisingisoneofthevehiclesemployedby
business
Or锄orgalli捌ion
a
eommtmicate
itscuslomel's.Althoughadvertisingisonlyoneelementineoml咖ay’s
overallpromotional
program,itisthemostvisible.(Wells,1995:们
Conamui住tive如nc60n:Aaverdsingis
a
fom
of
m螂oommmieation_It
transmits
differenttypesofinformationofproducts,SOl'vicesmadideastO
Itplays
a
roleof
co峨sellers
cons岫融in.tl始marketplace.-
witheonsuma譬tonehievecommtmicationtle*twecnthem
inthe
m孤bIpIa∞.-dvertising
bothilfformsand
trnmformstbc
procIIlcIbycreating蛆imalgei
thatgoesbeyond
s岫Ii四ItIh删facts.
7
聊城大学硕士学位论文
Educationalfunetiow.Advertisingis
a
wmdowthroughwhichpeople
unda曙叫the
?
advancementofthesociety.Peoplelearnfromadvertismgaboutboththeproductsandservices
that黜availabletothemandhowthey∞nbettertheirlife.
claims:Advertising,魍锄educator,叩leeds
and,in∞doing
a
AsUlanoffun仃ied
theadoptionofthe
n州and
acceleratestechnologicaladvancesinindustryandhastensthe
realizationof
filllef娅for枷.nhelpsreduce
a
accidcn忸andwasteof
natural嘲。嘲and
’
contribut器tobuit日ung
betterⅧld盯s恤ⅢliI喀andappreciationofideologies.
Economicfunction:Bymakingpeople
promotessalesandinformationofnew
aw81℃ofproducts’鲫Ficesandideas,advertising
th啪by
commerceaswell.Asbuyers’guide,itprovidescon双lmef葛’wilh
p捌uctsor两ces.
ablmdsnc宅byinformingandpersuadingmembersofsocietywith
--CharlesSandage.alladvertisingprofessor,seestheeconomicfunctionofadv甜Jsmg鹊”helpingsociety
toachieve
respecttoproducts,services,andideas.”Inaddition,hearguesthatadvertisingassistsin‘‘Il埒
development
ofjudgmenton
thepart
ofconsumersintheirpurchase
a
pI枷瞄.”
informs
us
us
Socialfunction:Advertisinghasimprovedproductsandteaches璐how
numberofsocial
fhctio衄.It
ofnewand
tousethese
innovatiom.It
helpscompareproducts
andfeaturesandmakeinformedconquEtlerdecisions.Itmi/TOIsfashionanddesigntrendsand
contributesto
our
aes山etic剐加E瞎.
2.4
0bjmivesandClassificationsofAdvertising
a
.:Before
n删productis
introduced,pIⅨ删Vec2]stomel'5玳totallytmawfl峨The
comprehension—协communicate
first
objectiveofAnyadvertisingisto
create婀-咖栅?如acquire∞嗽p硼∞ofthe
enoughinformation
SO
埘啮wafepeoplewiththecompany。food,囊:fvi∞,orbrand.
ThenexttaskistodevelopSomepercentageoftheawat-'e
group舢鲫血瞄the珥odllct’spurlx峨image讲p0姚and
develop●枷mVigtiOII—由
thosewhobecome
the
p‘—l印sso衄ofi乜features.
to
’Next,advertisingneedstocommunicateenoughinformalioa
persuade
a
certainnumberofpeopletobelievethepo血ct’svalue.Of
convinced,somo啪be
moved
todesirethe
product.Finally,after翟翻加叩l幽吧all
8
聊城大学硕士学位论文
proceedingStepS,so嘶percentageofthosewhodesirethe珥odI衄willtakemotion-一-request
astore,oradditionalinformation,sendina伽叫pon,vi面l
AdvertisingiscomplexbecauseSObuyit,(WaagTao,2001:21-22)SOmanydiverseadvertisersuytoreach
Onmanydifferenttypesofaudiences.Throughl呛adingmaterialsandshldyingworks
wouldliketolistclassificationsofadvertisingasfollows:advcrasi:ug1
1.■事target-_m明嘲
,。Consun研advertising:Aimed
else’SpersonallJsc-atpeoplewhobuytheprodIlctfortheirOWnorsoln00no
:Businessadverasing:Aimed越peoplewhobuy
business
2.BygeograpakIirq_,orspeedygoodsandseryi娲forusein
LocaJ(feud0advertising:Advertising
o雎cityorlocaluⅢUngbybusinesseswhosecustomerscomefromonlya日‰
oneareaorReoonal
wholecounty.advertising:AdvertisingforProductssoldinregion,butnotthe
Nationaladvertising:Advertisingaimedatcusl舳e砖inseveralregionsoftheoDLm仃y.Internationaladvertising:^Overdsiugdirectedatforeignmarkets.3.BymqxUlm
Printadvertising:Newspaper,magazine.
Broadcast(electronic)advertising:Radio,televisio几
Out-of-homeadvertising:Outdoor,transit.
Direct-mailadvertising:AdvertisingsentOxroughthemail.t日ypurple
Productadvertising:Intendedtopromotegoodsandservices.Non-product(corporate
organizaaon’smissionororinstitutional)aaw抽ing:Intendedaparaculartopromotethephilosophyratherthan
toproductCommercialadvertising:Intended
ofmakingaprofit.promotegoods,services,orideaswithexpec伽on
Non-commercialadvertising:Sponsoredby
ororforacharitableinstitution,civicgroup,religiousorpoliticalorganization口
聊城大学硕士学位论文
:Actionadvertising:IntendedtObringaboutimmediateactiontothepertofthe^Ⅺ航一??
Awarenessadvertising:Attemptstobuildtheimageofaproductorfamiliaritywi血theprodm’snalneandpackage.
can:NowWelearntheDUI'OOSeandthemain
onfI舶甜咄ofadvertising.Just
ofassomeBritishandAmericanstudiesadvertisingexpress,thefunctionsofadvertisingmaterialsa砖:information(提供信息);Persuasive(争取顾客);Maintenance
CreatingDemand-(保持需求);MassMarkets(开辟广大市场)andQuality(确保质量).(LiuMiqing,1998:348)Advertiserspresentinformationnottoimproveconsulnel3’knowledgeoftheworld,buttoselltheirproducts.We啪drawaconclusionthattheultimatepl呻坶∞ofadvertisingisto
servic.宅.,persuadecons啪船tobuyacertainproductor
10
聊城大学硕士学位论文
Chapter3LinguisticFeaturesofAdvertising
The
Of
ulti/natepI川Ⅺ靶ofall孤Iv钉血捌n即[ts
istopr瞄enttheinformationabomtheproduct
tobuy
theser“c骼and
a
pe例ladethepf∞pc蜘vecolk吼llncr
lhe血The
advertisinglanguage
isonly
meanstOachievethis
purpose.Adverfisinlnglanguageformsdirectcommunicmion
bd嘶幛e咀theaddresser(producer)羽】dthe
target觚reader(consumers).and
persuasive:it
u记,s
to
the
coD劬t
it
conveysisnotonlyinformative,butmustalsobe
iⅡ卿{mdienc赶and
use
getthemintobuyingaction.InordeTtoachievethepersuasiveeffect,advertisingagentsspecial
iexicaL町皿删candrhetoricalmcthods
to
to
a加愀attention.Boththeformandcontent
to
reach-
m
mbordinate
the
persuasive
effectthattheadvertisementisdesigned
l卸_gllage,butalso
a
Ad、rcrtisingisnotonlyconcernedwiththe
reflectionoftheculture.Itis
。
necessaryfor璐toknow
the
lins蒯c
culturalfeaturesofadvertisingEnglish.
m咖‘‘A
sin{如word
isworth
a
thousandpiecesofgold"canbestdescribethe
generalcharacteristicsofadver6singlanguage.Itshouldnotonlyadequatelyil埘ffoducetheadvertisedproduct'butalsobeable
to文眦thc
advertisingspaceandtime.Therefore.words
andphrasesusedinadvertisingaresimpleandeasilyunderstandable.11圮famousbrandslike
Coca-Cola,Nike,Adidas,andNokiaallu∞simpleadvertisingsloganstohelp
sp嗍d
their
prodlIctimages.AdvcrtisinginE】呜lishhasalonghistoryandpossessesitsownuniquelexical
as
charactefistics.Itsmainlexicalfeaturesmaybesummarized1.FrequentUseofColloquialandCommon
Oneofthemainlexicalfeaturesinlanguageisconstantly
follows:
Words
isthatspokenthe
or
E时岫advertising
colloquial
adop【Ied.In
ordertodrawandholdeasytO
aaldienc.,e’s
attention,thethiswaythe
advertisementlanguageshould
psychological
be
tmdel洲andto帕member.in
and
di或an∞bd脯嘲senders(advertisers
readersof
manufacuuers,etc)and瑶ceiVe船
ni捌鞠口懿and
advertisement)伽beshortened,fororalexpressionsa托closetOthe
audienceandeasiertobeaccepted.Forexmnple:
舅城大学硕士学位论文
1)Mygoodness!MyGuinness!(Guinnessad.)
-。2)You'llbe:amazed砒.?what
(Intemeta正、youoraldo.
呲.(MicrosoR
(Canonad.)3)StartHere.MicrosoR’sHolidayShoppmgad)41Good-byeFrustration,HelloNewsSukeShot!
.Inthefirstexample,"mygoodness"is
exclamationofsurprise.Herewecananoralhow
suchiⅡmgineastonishedpeoplewillbeancr"tasting
wonderfulb∞r-meanwhileitwillmakepeople
forgetthebrandname“CJuinn&鹞',whichSOUlldslike“goodness".Inoralphrases"you’II”and“starthere99
cordiality.Itsoundslikeanu。verexamplesa2and3thegivethesetwoadvertisementsyouasl,ongs锄∞offriendgivingsuggest/onpersonally.Youmayfeelitreliable
aandacceptable.Inthelastexample,“Good-bye"and"Hello"soundlikegoodfriendtalking
withyouandindicatetheendof"fi'ustration"andthebeginningofsatisfaction.Apparently,anadvertisementcolloquialinstyleisViVi正livelyandappealingtotheprospec£iveconsumer.2.FreqnentUseofMonosyllable
Verbsin
t)IpicalVerbsadvertisingplayanimportantroleinareameth培theinaudience’s8tl删OlLfileOnedl出动。研isthatthemonosyllablewordshigh自oqueney.Theysimpleandmakctheadvertisinglanguagebrie£clear,andconcise.Theym-eeasytobefollowedandrememberecLAlthoughthem氍min黟oftheVa'bSamdifferent,they
relationshipbetweentheadvertise幅andthecoEo‘1areallusedtoindicatethe
Accordingtostatistics,themostconnnoniyusedverbs
USe9arebe,get,buylike,love,need,ete,andthemosteequen吐yusedadjectives瓣new,good,better9best,nice,fresh,rich,realgreat,extra,delicious,etc.(TanWeiguo,1994:162)
Thesemonosyllableverbswithdefinitem僦lillgsm-enecessaryindailylife.They、ri“珊y_
therevealtherelationshipbetweenproau凼andcustome巧.Therefore,they咖engender
’
effectoffi-iendlinessandevokeactionfromthetargetaudience.For‘example:
12
聊城大学硕士学位论文
1)Youmaytryourcarpetsinyourhouse.(SongHong,2006-17).,
Theadbyusingthe
doesa’t
tellyouthefeaturesofthegoodsdirely,butlettheo啪l双nne岛feelthem
the
lot.
k“
word‘‘try竹,inthisway
cc咀s衄e舟foel:唰a
∞Youc龃feelthefeatureinPhilipsdesign.-Philipshomeappliances
3、UseitwhcI'cV日"youthink3.FrequentUseofAd|etqives
best-IBM。
-‘Themainideaofadvertingisto‘sell
theadvertisersconvincethe
8弘odl】|ctto趣manypeopleaspossible.Todo
ofutmostneed
to
SO,
custonlel-sthattheirproductis
or
them.Therefore,
theadvertisersOf[嘲llselectthesuperlativepositive
comparativeadjectivesand
meanings,which
give
p耐eruble
descrip吐onsofthe
pl姗by
age
adjectives
cmymg
itsbest
saessmg
On
side.However,nowadays,thesuperlativedegreesoftheadjectives
ItiseasytOmake
notaspopularas
befor己
con霸lm∞todoubt啊lhe岍there
arouse
issagh
a
goodprod.ctintheworld.The
employmentoftheadjectiveshelpsexample:
theappmpriateillh硐geinthere钺lcl"smind.For
1)Intr蛐new
KodakR【oyalGold
Film--Kodak-
sold.-.-QuakeTOatmeal.’
21
QuakerOatmeal.Goodforyoorheartand
4.AbnormalSpeUmg—
Abnormalspellingisfrequentlyusedwhen
a
nOWproductappearsinthemarket.Itis
It
new
goodmesBstoatWacttheaudience’settentionandinterest,鹤the
thi婶seem.tobemore
Thepurpose
圳=h删ve
for"Man
isendlessly
curious.Anything咖ofthe
or
ordinary卸由融—事his捌由既n如Im
c啪thoughitmaynotdkecliy础锄hiswelfare
plans.”(Scott,2000:491
of址咀咖al印ellingisto
nTWOGETHER
createa
s黜offc∞-grounding
andmal∞thewordsofads皿。佗
eye-e纰hingandextranrdmmy.Forexample:一
Theuldn诅teallinclusive
Twogetheristouristst0
21
a
one
pricesunkissedho.day.?-‘一
combinationoftwo
and佃罾舭?The
lot.?t
hotel
00蛳andspendtheirholidayshere
withtheirspouses.,一
WWwh_t'sⅡan啊??
At.w....w.....w........1.a,..n....d...s..e...n,..d—......c...o...m——.thealas'woris
a
www.1andscad.corngives
yoIl
more
13
ways协explore叫s’End
with
e啪n岫
■城大学硕士学位论文
ea∞.comfort,confidence
andsecurity.
GuarmeedPeriod.
So.11,wwlalta∞youwlnvnillnl‘for7.:-Thisis
811
adfor
a
websi由艮Weallknowthatthewebsitebegi地withⅥ一^nv
as
sothe
abnormal
spelling啪arousereader’Sattentionandtell曲峙eontent
Use
well..
.。
5.FreqⅡ蚰t
ofAbbreviltiom蚰dQ岫p岫山
8
.Anabbreviationreferstoshortenedformofaword.Abbreviations
ofshortening
thelengthofan
a
ad,saving缸|va蛐cost,and
use
havetheadvantage
making
all
adbriefaridelear.-eut.
Acompoundiscombin倒ionoftwo01'morepartsi丑afixedorder.InadvertisingEngIish’
compoundslaavefoundwideindescIibingtheintrimiequalitiesandteelmologieal
for
cOlmOtalio雌ofproducts.Therefore.it:isby∞H1e81撼contradictory
s锄e
adva-tising
a硼c晌鹤to
example:
use
abbHn伽咄ex舳ivelyandforothers
to
ll∞compounds
fl呛quently.For
1)Ancient-modem(antiqueshop)2)Give
a
Timex
to
a址toallagoodtime.(Timexwatela)
Inexample2.Timex=,time+exeellent.¥utJer-istheofte虹usedprefixwhilesuffix-CXfreqtlentlyappearsinbrandquality
nlttllles.-excoHle-*s
from
the
ofvroducts.‰d螂here
Wordll
√
word"excellent",indieati坞the
lair
has
a
doublem衄ning:itmay
recall"i,leamt雌01'
cotmlzies呲
-showingtimeexactly尊.6.I[iorrswecl
j。一.1InEnglandandAmerica,many,commodities
importedfromforeign
eomiderⅨl
rielainforeign
flavor加dsuperior证quality.Therefore,the
borrowedwordsa糟
usuallyappliedtoapp明ltothepotential
cl删【om∞,inthiswaythereader’sinterestisaromed.
InadvertisingEnglish,FrenchandSpanisha圮rrequennyused.Forexample:
11Orderitinbottles
Or
in
C.almes.
j
’Pelxier…witla
This
addcdje丑eUl‘lll
drink
qⅡ吐.
is趾adofsott
here
1e鹏||is
gⅡ酽is
l。renela,wlaieh删“t
don’tknowWhllro
Fl加eb
used
in蝴瞄people’satlenlionandshowsthatitisoforiginalFa嘲aelaflavor.
FranceisflltmOiiSfor
her慨food,仪圊喇cs’and
14
fail.on.SoFrenchwordsusedinthe
重Iva恤嘲吡即曲Dftb伪e掣.0ds啪increasetlaevalueanditsalll'llctiolL
塑查兰里主兰堕堡茎
孙YoplaitYogurt
EstFantastique.-.
Thisis,姐adofaYogurt.EstFantastklueisF他nch,whichmeans"is
fantastic竹.
3.2SyntacticFeaturesofEnglishAdvertising
。’“Anadvertisementmustbeattractive.Ifitlooks
inte碱people
are
are
willmaketheeffortto
readit.Inordertogainconcisenessandcomprehension,andtocatertothe
cons咖er’s
taste.
Advertising’Englishbearsmanysyntacticfeatures,which
andpurposeofadvertising.Its
eloselyrelatedtotheflmctions
majorsyntacticcharacteristics
summarizedinthefollowing:
3.2.1FrequentUseofSimpleSentences
’’‘TheutmostpurposeofadvertisingistostimulatethecA)llsumertopurchasetheintended
produas.Thelongandcomplicated
visualtroubletomakethe
sentences
a糟easyto∞llsethemis啪ldastandingand
consiHnerfeelannoyed.Soadvertisingwri矗ngshouldfollowthe
KISSprinciple:KeepItShoftandSweet.Thatistosay,h
advertisinglanguageneedsto"Short
order矗,∞讲I玳恤targ耽锄ldien∞,
for
bebrief,informativeandatwactive:AsDing
seatences
fife
usually
emphatic.They锄suitable
the脚tation
Wangdao
states,
ofmainpoints,
conclusions,orimportantfacts.WDingWangdao,1984:31)Forexample:
1、Visit蛆authorizedIBMPersonalComputerdeala'.(IBMact)
111e
abo、嘻鲥删辩m即曲撕∞碰血删insimpleorjelii曲cd鲥矗tence鞋而cfi冠They
concise.but
the
鬻锄to
beimportantinformation迭emphasized,andthelanguageappears
moreforcefulandconveysafeelmgofexcitemcm.
2、JustDon!(sports
。。Although
product)‘’
it
onlyhas3words,thisadvertisementis
V哪popula:r--ithasbocome
many
thepet
phraseoffashionable
reality,this
consum缸.Ithasbeennoticedandrememberedby
so眦extent,it
audiences.In"
simple
advertisementrepresentstheNikephilosophy:you
is
no
arein'charge;youage
acertain
themasterofyourowndestiny.To
more
a
sloganfor
modelof
clothes盯sportsproducts9but
progress?
arepresentation
OfNike
spirib删elding
interrogative
andalwaysmaking
3.2.2FrequentUseofInterrogativeSentences
AccordingtoG.N.Leech'sstatistics,thereis
one
semene七in
30sentences
15
■城大学硕士学位论文
inTvcommercials.Hepointedomthattheinterrogativescllteacehastwolevelsoffunctions:
psychologically,putforwarda-questionwith
an面缸Ⅱog面ve
sentence
andthenoffer皿
answertoit.Inthisway,theprocessofreceivingamessageisdividedintomakeiteasierforthctargetmldienc七tounderstand
two
stagesthat
and撤epIthemessage.on恤otherhand,
grammaticaldifficultyandmakethe
can
linguistically,imerrogativegrammareasy
tO
sentenceslowerthelevelof
accept,如f位form
oftheinterrogativeandthe田I翻Ⅳer
to
simpfifythe
s,emencesmtctureth砒contributes
information.Forexample:。
the
easy
understa/ldingof
certain
complicated
1)Brushedyourteethaftermealstoday7.(Toothpaste).Whenthe
audiences瞄thisinterrogativesentence,they
firstwiltgivesomeresponseto
it-Butthisisnotthegoaltheadvertisers
expect.Whenthe羽|d妇nces雠theadvertisement,
cA)noerlL
they,willwonderwhatisbehind记Thatiswhattheadvertisersreally
21Wh砒kindofmanreadsPlayboy?
’
‘-
’?
,,
J
1:
He’s
一
a
manwhodemandsthebestfifehastooffer
an
11lisis
advertformagazineplayboy.Theheadlineis
attra甜ve.Then
immed/ately
followstheal陷werinbodycopy.11ms.itprovidestheinformationofthemaga菌ne
completely,leavinga
strongandclearimpression
Oil
readers…..
32.3SkillfulUseofImperative
Sentuees.,
a
,,AsWeknow,nearlyaIIadvertisements仃ytheirbesttosell
create
a
perticularproduct
m'eonen
orto
positiveattitudetowardthecompany.Imperative
to
sentencesseen
in
advertisements
realizethisfunction.Imperative
to
sentence
itselfhasthefunctionof
requesting,appealingandcommanding.Thisis
someextentinaccordancewithCOllSUln@rstotake
theultimate
purpose
andfunctionofadvertisementin
persuadin|z
inEnglish
immediateaction.
are
h叩啊atiVe
sentences雠丘曩lu劬used
one
advertisement
becausethey
very
persuasive
andappealtotheatldi@nce.Forexample:
pair.oet
one
一,,j)Buy
2)Stop3)Go
=.
fzee。.,(PEARLE
VisionCentef
ad.)
一。
inat
any
Ford
or
Lincoln-Mc椰m'ydcalcT.fiordad)
well.Gosheu.
一(Sh.e,H咀)…
verbs(eg.buy,get,stopandgo)createavery
strong
Inthe
aboveadvertisements,allthe
蚴辩ofpersuasionandirresistiblete:mp伽on
16
S.a
聊城大学硕士学位论文
4)Let’s
Itmakethingsbetter!(eleetrieaoplial尬xs):“a联咖apersonaleffect,a鼬蛳ofoneper'sonta她to舡岫岫~
de怔棚i缸confident
a51"Goahead!You咖relyonUS.”(anadvertforAXAImurance&lm,esmaeat)’:Theheadlineisveryporsu雒iveandforceful.Itsoundsandeonvineiag."I'llCl'efore,itmaygivetheread日allimpressionthatitcouldbe
takeactionandaccepttheproposedproduct
3.2.4Orrightchoicetoflcrvice.Iz,llipliatl≤h细oeo
13leaDsEllipsis
whentlaeleavingouta.wordOrwordsfromthegrammaticals咄嘛ofa咖m朗∞e
aIemeaning锄be删Ⅲlc舟加lodwithoutit/them.Inadvt,rtisinglanguage.ellipsismeanse,olleisen鹪andvivid,e鹤.Tos狮spaceandredneecosts,ellipticalsentencesusually
cmNoyedin
眦b啪epromilmat
oflbe
adsdevelopllaeirEnglishads.Thelessimportantl始rts01"elementsaIeomittedandtheer,eialo嬲Aboveall,ellipticalsentenceshavethemagic:tohighliglattheessa噼advefti蛐ent砒eye-eatehi.gseaieneesandleavepeopleenoughspaceforimll,gJl僦011.Toconvey皿。碥informationwithfewerwordsistheiradvantage.Inthisway,thetemlr吨andpersuasiveeffect.For∞【锄plc:,
ofa∞ⅡIa∞c,thc.、1)Intelligel髓唧廿”Vhc犯..Aecordi.gtothegrammaticalsmletureverb“矿isomitted,butfile
advertisinglallgllagt:appearsnKl∞collcifl蜘tcssandvivid,ess.
∞AllYouNeed
ThisisantoKlllOW'o(Newsweek)canel蛳cals豇血moe,wlaiehconveysmoleinformationwi出fewerwords.It
readstimulatemen'也9咄wouldbel毙i-soncuriosityandleadthemmagazine,fortonO
whoknowslittleabouttheworld,
3.2.5Apt№ofD埘reactiveClauses
SimpleandshortSClatences矾frequentlyllsedinE.glisllads,but蛐甜m茚it:碡
m锄岵Soto
clalls鹤峨employed.TOnecessarytou∞thecomplicatedandlongsenti-noeStoexpressthcintendedl'etlttillthepersuasiveandaplp朗_lingeffectofthe.act,disjtmetive
武嘟stheimporta,ltm朗ni鹏and
ser,aratedinakctheslnletlJt懿cleat,tlaemaincIIIu船ofsomecomplex辩ⅡIa∞铬肿usuallybyr嘣oas.dashes,semi-colonsorh.yphe,.fromthe
羽|lxHdi哦iclausefl.Suchseparated
informationandsentencesandsentencefa"鸣mentsilaereasetheunitsofheighte.theimpactForexample:I,
■城大学硕士学位论文
1.MyS1.1trlamel"adv衄ture.ByMattlae'w?
The
fo咖al
sll'uetureshouldbe
My羽如眦adventtnebyMatthew.Buttheademploys
’’
disjunctive
d孤s铭it,锄盯∞empnastT_e雠锄衄a唧sⅡ铬饥铡皿姗喇哺‰“
,,‘2.Always.Coca勘ln.
一
一:
一.mlo画cal,辩曲:嘴should
replacedbyfullstops,andthe
be“Always
Coea-Cola".Butinfact,thec.,ommainthisadis
cl叭ses
alB
chansed
intosevaratedflelllellces.Ingeneral,a
sentenceisa
:面t
ofilfformatio几st币缸锄cdsentencesintheads
,notonly
iI比羽阳辩thecapacityofinformatioikbut
.alsotlt∞Olllleeasiertounde髓血岫dandrememl:旧r.
3.3RhetoricalD“ic档虹AdvertisingEnglish
Advertisingaimstbinduc屠eonsumel'sboth
wodd
at
homeandabroadtoenterfilewonderful
of伽moditi%,tostimulate
and艇封赫ng.Rlaetorieal
theircuriosityand
inter吼铷adto
promptthemtopurelaase
tendstObe
theadvertisedproducts.Toaelaievethispurpose,theadvertisinglanguageartistic
highly
devicese翻aenrichtheexpre-ssivetlcssandeffectsoflanguage,
languageandinthiswaylU'OII∞people’sface
、’
+‘
alfo口∞thevividacssandamsticbealltyof
imaginationandassociationofideas.
’。hadve,rtisingiailgtlll.ge,rhetoricaldevices戤晌两w槛辎and
lasting
are
thetalisman
ofadvertisers.myadd
tothe
thouglatfut蜮ofadvertisiⅡglanguage∞8Stoimpressconsumerswitla
eomistsofthefollowing011懿'-
一
a
ilnatge,and丘越lly
facilitatethepromotionandpopularizationofl,roduets?Lexieal
rhetoricusedmainly
3.3.1Metaphor’
MetaOhor
istilemostimport卸atandmostfreq,,e,lt/yusedfigureofspeech.English
胡ve瓶∞m伽旧眦full
rcsellablane船be吐ween
themetaphor.For
。
ofmetaphors.’Advertisersemploythisdevice
or
to
a【p嘲s
the
the—伽删prodllct
’:‘’
serviceandthe
objectorpropertyfeatured
in
example.-。二’
1111lc
h矗代ofA疏—.‘=alhayPacific
18
聊城大学硕士学位论文
。Theaboveis
aslogan
for锄airline.CathayPaeiticeoml帕a'es
use
itselftothelaeattinol'detto
langlllage
showitsimporfanceand
pl珈ni咖trole.The
ofmetaphor
c姐ml~keadvertising
lllOlt七colorful粕dmore
vivid
Lady.
2)Sophisticated,sweet-to-drinkPink
.1
Thisis
fill
advertising¥109lIXL“PinkLady"inthesloganis
va删e——一it
isthedrink
name够well勰theimageofthemetaphor.Agoodfeelingmaybeeasilyelicitedfromtile
illlage“Pinl【Lady".
3.3.2Simile
Simileis
phrase
a
figureofspeechinwhichtwoessentiallyunlikethingsamcompared
helpsto
on姐ina
the
inImdIlcedbylike,as,够if.Asimileis孤expliciteompari∞n.It
ofadvertising,showittothe珊ld口sbndingin
a
iilmmite
subj∞t
dearerview,anddisplayittothe
fancywithgreatdignity.
1)Feathetwater.1蜘勰afeather.
‘Theadvertdescribesmostincisivelytlaetightn篇softheFeatlacrwaterspectaclesbythe
lIse
ofasimile.Almosteveryonewhois
short-sighted∞∞suffered
a
greatdealfromthe
light
fill
a
heavy
Sl瑚-tacle
lens,SO
th越a血锄in擒gi∞thek啊pj∞站gI咖byspeet眦les
it蛐eUi鸣fl℃-.sh舾a
feather.
砂It
(Shampoo
givesmyhairsupershiDe,superbody,andleavesa正1
8
meadow.
Thisldcontains
peculiareffectoftlaeoftlacdelicate
simileintroduced
by叼.In
a
ordertoshowelegantqualityand:
tolrigger
shampoo,the敏Iv盯吐她designerfries
ofspringgrassin
eonsumer暑'imllgJl谢oll
fl-agt'锄ce
Inesdosv.Byeompm'ison,thisadverlisementis
successfulinbuiktinguptheimageoftheshampooandluringcustOlllel曙tobuythisproduct;
3)Coolasamountainstl-em札..coolfreshc.,onsulate.(Consulatecigarette)
Comulate香烟,清爽如山涧。.
Everybodyknowsthefactthatsmokingdoesharm
to
people's
health.Adverlise溉
Inthiscxlmlple,
thcI娟Ol'e,connect
Consulatecigarette
cigaretteswith
good
illlligeS.to
a姐lc't'COII¥1mlCI"/L
a
is∞恤删to
aeoolmountain
s呦mbyusing
simile.
3.3.3blctonymy‘
,5,Metonymyrefersto"fileactofreferring
to如恤础ngbythe瑚meofsomealillgelsethat
19
聊城大学硕士学位论文
is.closelyeomleetedwithit,forexampleusingthett"h/teHousefortheUSpresident'’(SallyWelameiel-,2004:1094)Amuchquotedexampleis,crown'’for"queen".sincetheclownis趾objectassociatedwithmonarchy.Hereisanothertwoexamples.’一
11,;,T啦is趾adfor舢凼掣.AtWashthebigcityoutofl扭ir.
aglance,thewords唧fi辩棚卸疏殂c器.Codda
bigcityhideinthehair?Naturally,"thebigc妒咖‰咖0f恤时.慨黼the
u∞ofametonymyavoidstheanl柚n越锄entofplainlym倒∞ing"thedirtoftl圮hjdI,,柚d
‘showsitselegantstyle,evokingagoodlbeliI唱inits朋毅I哪.
一2)ToKeepV呱Valuables.(Rol既)
一Themetonymyplays柚imt咖tpartinthis截IvcrL"Valuables"m咖s气im矿,foreveryone缸eistheinvaluable血朗smt"lblex"is伽唧pa删to"ASafePlace",w岫meanslhewatchhas删quality.
33.4Pu一?AccordingtoO师ordEnglishf耽咖p岫捌’a瞎to“theu∞ofawordinsuchaway鹪tosuggesttwo倪morelnl盈llingsotdiffem吐associ撕∞8'Ortheu∞oftwoorlllorl:wordsoftl圮sameof蚴dythe锄esoundwithdifferelltm翎mjin鹦so够to芦Ⅸlll∞ahumorouseffect.”.’-’;There黜twotyp器ofl孔m.The6撤is础州bythe峨ofholn唧啦(wordspeltandpm∞u∞edlikeanotherwordbutwithdifferentmeanings)andhomophone(wordpr伽小mcedlikc删th叮wordbutwi血adi丘锄nl黜ing盯spem嘲;thesecondbythe暇ofthoscwords融m0∞th趾0nem豳nin晷
,1kmain7ll辩ofp岫sinB蛐副vcltjsiI呜istoleave趾iⅨleliblej叩r嘲岫∞thehe唧啊read盯.Onceclllgtoln懿丘ndOuttheimplicitmc衄ingofapIlninad、枷如g’theywmthjnkitiswiny衄d锄叫她Thm,they啪窖eta蛳inlp∞s面on∞it趾d咖plobabIy蚍imdatethemtotake扯矗omNowcc咀鲡d盯thefollo、时ngexamples:
一1)Spoil”灿曙eIfandnoty叫figu∞o.,
.一Thisis缸advertfortheWei必W眦h盯ice四ea札"Ilaep岫liesintheword-spoil-."Spoily伽嗽lf”me锄"enjoyyourselfheart’s∞m即只while删叫tyourfigure",impliesth砒youwmnotpIlt∞weightbyhvil喀theicec眦Naturally,.1hc辨血makeg
people∞∞ptthcice渊m响dloutm即血Injingaw砌of‘‘pmonweigl妒,ataboo细alI如
聊城大学硕士学位论文
beautylovers.
,2)M∞eydo咖’t刚砒慨胁itblossomi越叫bral妇.(吲Bank枷
Here,theword。b埘mch”indicatestwD
meanings:龃蛐like
mo嘴y
inany
st锄growing
fromtbe
订ⅢIl【ofa仃∞锄dadivision
ofa
b蚰k
The
ad、帕rtis锄em如啪s也砒moneyofe粕edoes
notgrow砒anY仃ees,bIⅡifyoudeposityour
divisi∞("branch")ofI_州Bank,
yourmoneywill
iIIc∞黜.
DOes砷L
a
3、YourPersonalityNeedsLayers.
YourFace
.?11hisis
a
sloganfor
ldndof
fomld加口e锄.1k
advertisers
much
mal【‘岫c
oftl把double
info皿adon呦jn笋ofgiV∞∞m∞【t,∞m^eying
W咖n枷colorfulpe瑁mali石es’but山eir血懈s110uldthis蚴
m扣m自ct哦shol圮锄dvi啦inaddi6∞to位口锄itself协
theword“layer,’intbc
to聪aders.
not
befllllofwrinldes.In
thecosmetic
C0n羽ⅡnefS.
a∞∞lling
3.3.5
Penlon证ic“on.
uscd
to
n∞-hmentities.wh∞pc删。ni血砸姐is
IIl01它lively
?,Pc髑讲Iifi酬∞isgenerally
and劬of
eve
hm
qualifies∞ab缸m豁to
ab鼬唯cti咄啊
usedinthe
ad’advem她1田姆lagewiubecome
human
For
flavor岫sh011岫the
con飘mle幅柚dthepIoducL
1)Don’t
cry,We’11
a唧Ic:
di蛐晰慨the咖训al
f}
r印airit
..-We,坨handbagspecjalists.Whe嘲慨ithurb,we’11hcal破(Anblaga正)一,:
…PersonificationisllsedintheadvertisementA
hand:bag
is岫t。d船hmbcing.
吼e制口itisbroken,itwillbewell托pai越Byp黝ni丘c嘶0n’恤adv枷scdinf细删蚰
ismadevividandimpressive.
2)Unlikeme,myRolexnev盯埘划sa胤
_-Menall
need
play舡ld螂L
Awatchof
o叽艘doesnotInlhisadvert,Rolexwa:tchis
goodq|】ality
啪p卸。dwith‘‘me”,a眦“I,'∞cd瞄t’bmmyRolexneⅣerncedsa确丸11lc
ofRolex
w眦histherefore
per∞ml
livelyreflected曲mIlghthe
pe砖础∞时∞of-,w锄ch
with“msI嘲s
is
one
叩kUsingprommnsto
buildrelationships
is
a溉lmique
in
a
戤h枷sin昏A拼m叩ria地印pli‘矧妇ofpc礴伽lal
翻叭x嘲伽advertisement
2I
p帕no眦s
ofthe
hy
po岫tolnllke
聊城大学硕士学位论文
33.6Hyperbole
Hyperboleinadvertising
‘
he牺setIlpperfecti删lgesforthe
proauetsadvertisedand
legallogic
assinllcs
lnOlre
importantly,it
eatersto
alltastesofconsinnel墨.Becausethethat
collsulncI售expoetexaggerationsandin=flatedclaimsinadvertisingandthereforeknowsthatcertain
stalements越nottobe
believedasliteralfacts.Tllc亿fore.hyperboleis
a
quitepopular
deviceinadvertising.
1)TakeToshiba,take
theworl&
2、CalvinKleimOrnothingatIn
a11.——-(CalvinKleinT?shirt)
the盈奠:伽d
example.the
model卸衄1d山谢solemnlyth砒shewillonlyWIxII"Calvin
have加flaing
olL
KleinT?s11in,otherwisest℃’drather
Cu捌鲫e巧’丘Isci嘣∞withlhisT-sl血
isfully∞币陀ssed
3.3.7m畔僦ion
1
in锄exag,geratingand
hmoro憾way.
RepetitionreferstoanYIhetoricaldevi∞’硐nida
a
fei伽嚣aword
the
or
phrase,or腭础
to
thesameidea,inordertoemplmsize
see
point"Psychologists
cIIosses
mai】啦Iinth越y叭n∞d
hear∞
something
a
lllinilnulnof3tim鹪beforeit
t11瑚hold
ofpe∞蹦;p曲nandenters
inIomemory.”(Wells.1995:282)Herea托twoexamples:
11Deliciouslysimple.Skmplydelicious.
21
Wh砒some
tek贮ommuⅡica吐i咄companypmmises’
Wh越SprintTel∞ommmica虹。啮delivered
Therepetitionsof‘‘’)lrhar
and‘‘tel∞咖眦d锄虹。璐”fully
becⅡcompletedbySprint
showthe
di伍孙mo鹤k蚋v嘲
goeswitlⅪ毗
thetwosubjects.Tbe
diffe咖ttcn躐clearlycxp拄阳土eth越、岫越theothef词∞删岫unic砸仰s
aI_嘲dy
companyp∞mis器has
鞠yingwbOis
Tbl蜘mImi酬咄.It
better岫theoth∞.
”.8Coatl啪t
Con嘣isd均瑚lcl锄捌by咖ngly咖仃astingw咄cIllusI毒s’鼹maIc∞orideas.
Typically,one姗will
of
bebalanced
im峭iV∞器st咄.In础andqIlali时of劬in
adM喇妇ing
pfodllct
∞删ng
or幻n,i能Itimlm嚣ses他蜘ofthe椭谢th
compare.For
eopy峨啪蛔st
22
a羽血哦舡吲蛔in
order幻Ae.hievo
empIaasis盯
to
is璐uaⅡya即U。d
s吣s
the
shalp
dcscli两∞andenableslh‘锄to
goesh.
e姐mple:
。
1)ehlll昭e
聊城大学硕士学位论文
a瑚gecOlml.1_lout--The劲BisSalvationArmyTlarills.Smnlli吼k---Budgettaxicem盯
alittle31Youkeepyoubodyfresh.Butisyourbreathstile?,』
Example3
appearstois缸advertforClo∞-Uptootlapaste.WithfileCOlllll"amof"fresh',“stale”be吐minfluentialandevokesf∞iingsth砒al'e,moreuncomfortable.Forthe:loveofbeautyandtheloveofpublicimages,aUwoulddefinitelychoose'ffreah",thatis,ChOOSeClose-Uptoothpaste.
3.3.9ID'lrodly
Parodyiswidelyusedinadvertisingh嘲棚in∞andslogansbyimitatingidioms,l加overbs,sayings,songs
familiarityasand∞011.Theemploymemwellasof哪inadv氍ts螂thereade巧a湖∞of
secondthought,’itbecollil豁dearthatoriginality.Itis?aa'calJvl,.v,mytocl'eateeffeetiveandimpressiveadvertisingheadlinesandslogans.。,一1)WetakenO删eininejudiee.(,Timemagazim)a
a,It刚舶sth砒theadvertisquitefamiliarto瑚.AtitisparodiedfromtheflmlOU8workofBritishwriter,JaneAuslin(1775-181刀Prideand
l'rejudiee.
21Wherethereisawayfor∞rthereis
aaToyota.(Toyotaa也)thereisaExample2includespazody.Here,theproverb"Wlm-ewilln岵∞isaway"is
imitatedtoaml.1flcandimpresstilepotentialcOIISUmC路.
3)Uglyisonlyskin-deep.(Volkswagenamomobile)Theadvertisparodiedfromaproverb:"Beautyisonlysldn-deep"b,rsubstituting"ugly"for"l,eaut矿".The
perform衄eeunderlinedm锄ingoftlaisadvertistohighligtItVolkswagen'suniqueandcapaeitydespiteits01.II珂appearance.3.3.10Rhyme
Rhymerefers
occup',ingtother叫dtioDofidenticalsounda【i!出ngbetweentheaccentedsyllablespositionswithtwooreolr娜ncting
OIlmorelineswithVeI∞.Thecorrespondenceofoflheaccentedsyllablea,wlfielamust,soundisbasⅨl
foraperfect
constitutesp蝴rlayme.lhyme,be舯删bytilevowelsand鲫∞舶dingconsonantsdifferentconsonants.Forexample,“bike”and"fake"
11CleansyourbI髓山wllilcitdeansyourteeth.23
聊城大学硕士学位论文
InthisadvertforColgatetoothpaste。rhymeplaysitsbestmlnNocommercialflavorisshown,yettheproductadvertisedattractsc咖e鸭’greatattentionforitsrhyminglanguage.
2、Don’tsay,"Showmeaaother.”
.:Butsay."GiVemeabrother.”..
aInthisadvert,thewont"smother"and"brothelformrhyme,whichsoundsgood.
。3、Thebestnlmacanget.一,
ThisisanadvertfortheGilletteCompany.Phoneticrhetoricisusedintheadvert;"man”
aand"Call"formrhyme.and∞do"best"and“get".
Theultimateaimof出ladvertisingistosellthecommodity.andthefirsttaskoftheadmanistomakesirethathisadvertisnoticed.InordertOachievethispⅢ隅theadmenracktheirbrainstomakelJse。ofdifferentdevicestocatchreader’sattention..SotheadvertisingEng“shhasitsOWIIstylisticcharacteristics.ThischspterstudiesthestylisticcharacteristicsoftheadvertisingEnom,incl啦thelexical,syntacticandfl圮=toricalfeatures.AgoodadvertisingtranslationshouldfirstlymeettherequirementsofstylisticfeaturesoftheadvertisingJangoage:?
聊城大学碛士学位论文
Chapter4
Skolmstlaeorie
HansJ?Vermeer,in
a
book鳅IlIl】蛔印哪th硒吐叫髀鼬iss唾j984,雕flieitly,。xp坶ned:
on般舡∞theory
andisrather
a
skopostb∞rie.Thistheoryisklsed
tobe
pmp嘴争优ieⅡ‘ed,for
Verm.eer∞miderstranslation
human
a勘peof饥ms{hand
ty】pe
action硝inte,afioml,purposeful
in
beba_“∞that诅kes
a
ofhuman硎。几Hedefinesplaceina.giVmsit.on.Sil∞e
sit.orea∞唧beddedh珈咖actiond钟nds
is
a
011恤e蛳itbasinap岬clIIarculturesygtem.m耐峨俩∞蜥佃h咖communication,whichelo∞ly∞n雎med谢伍cI曲J坤,瓤d
们d撕∞tb。ofyc姐∞tdepend∞thetexts她鹞
ralh盯com班ehcnsivc
is
mmlysksoflingui砸cfe缸mesofthe
VermeerpIlts
not
adtl矾舄锄y
c、,al删如ofp删cIll盯situation凹a球哪icul盯
it,1抽gIIisd璐alone
a
won’t
bclp雌.FiIst'be瑚衄赡位mslatingisnotmerelyand
even珥imalily
lin鳓i‘:班o∞鹋.Secondly,b。ca峰enn雩:Ilisti∞basnot弦!向咖m砒e4
therightquestionst0taeldeoⅢproblems.Solet’s
look∞m铡慨else."
。V舢e盯goes“s伽嘴训恼eelse"to伽盟approach嘶th矾商岫lh∞fy硇its删∞一.,,"Anyformof衄sIali伽|alaction.indIldingthe托白m仃aⅡsⅫ∞it∞u;maybeconceived∞
tedmie.垃l
彻action,够the础impn瞄?Any椭bas趾aim.a胛睁崛岬一碑峭,蛳姆4
te衄fortheaimofpurposeofatranslation.~”
whyVermeeTcaushis
thmitis
a
一咖is
me哪幽啊'sIl瑚rie.mn锄e
is删in
a
G呷岬
m咖%Itshows
followingfive
theoryofpIlIpo∞fmaction.The
th∞ry瑚inly∞删ains血c
p岬:,
1.TheDefinitionofT哪sI“明缸Skopo曩伍∞rie.
nⅨ矧她from
tbctheoryof
action,蛳璐la车io皿in
m∞pc嘲l始0ficisview司勰鹕
on
ime口tioml,int吲搬s蛆al,panly皿朋a曲|ralinc鲫|cIi∞based
a∞ur∞自目【t.Theaga啦
the
(s吼Id盯’commissioner.in坩at饥;廿anslm叫andreceiver)involvedin
in:【cmc吐∞have
∞岫functions∞roles.:臁∞lc
臼lmsl砒0r罩s∞咖sibly
theex雕n
ofthetranslatoriscrucialinthetranslation
prl∞e嚣.1№
b山for
in位msl蒯幽脚action
aDdshouldbem叩。璐ibIe
∞∞,ingoutt№commissionedtask锄d
for如跚她蛳瞄llltofthetranslationpI嘲,“吼
25
■城大学硕士学位论文
whl:llasoeetslikefb加蜩坩ngandlayouta托assigned
tO妇agents.In
the
COUI'∞oftho
brief(the
mimlational
process,the
Iramlalorfirstac饵:矗s地ceiV雠一ofboth
thetranslation
commissioner’sIzanslation
insm刎ons)andthe瓠岫r∞text(isusuallypartofthet,rief).Atter
OIlthe
矩即圩ingwiththecommissionerthattheyregard
8,S
condition
2.TheDefinition
the啾thatin∞t,s
ofTramlatiollSkol础eorie
functionalin
Aetionh
involved,the钟蚰蛳produces
。~
atargettext
thedemandsoftlaelranslalionbde£
Based6n
V锄e盯’s
skoix删aeorie.JustaHolz-Manttazi
ful'thelrdevelopsfunctional
approachestowardtranslation.She
tl螂messagetl'al瑚rnitterstorefertovariouscross-cultural
lramlation
asa
lx;ansfersliketext,pictureandvoicelSheviewscomplexactivityaimingat
aelaieving
a
specific
purpose.Itolz-Mantt商均_iscs
process
theCOllCeptoftranslationalinhermodel
oforodueing
a
andpointsout"Translationalactioni女themessagetransmitterof
a
e溏-rtainkind,designed
tObe
employedinsuperordinl他action町7蛐鼬sinord打tOcoordinate
。
aCtionalandcommunicativeeooperation"(Nord,2001:13)
’“’Hertl硷oryemphasizestheaction,theroleoftbeinitiatorandthesituationinwhichtbe
ti-amlation
processtakesplace.inherm0Hael,therolesof
participants(theinitiator,the
conditions(time,place,
oftranslators鲴
translator,theusef,andthemessagereceiver)and
thesituational
medium)a∞曲dyzedwith
special
emfllasis,柚shegivespriority
totherole
eXl搬'tS
intheirfield.
3.1’mrticilratsOfTrasliltion
Since
translationis
Proem
action,whichisthe
l屯glll'dcd罄apurposeful
foundationof
skoposthcorie,~g舶矿should
a§aeommuniealion
8CI'OSS
alsocarryitOut.Inthemeantime,Iz'anslationisalsoregarded
couldbe
estabfislaedwith
to
eultur嚣。which
thehelp
of∞‘
and
intermediary,sinceinsuchsituations,sendersandreceivel-Sbelong
lallgllagl器andcannot
diffel伽tcultures
communicatedirectly
bec血谢6t"'cultural’o'r:bngtljgdk面e—
Ttamlator
isalsoanimlXn'tam“agents"inthelzanslationaction,whoenablescommunication
totakeplace
bctwcellmembersofdifferenteultla'alcommunitiesandbridgethegap
of
be“啪’
sendersandrceeivel's.Practically,Iz'anslatorsmaymaynot
a
startto
translate
a
textoftheir
o、菇accord.脚m
“initiator"thatneeds6freceiversin
a
usuallyassignedto"do∞by
c壮硎,WhOm锄bereferredto勰a血
a
a如埘j血tramlatedte,xt研apar,icul缸purposefor
plays姐importm
M
pa币cIlI暂group
particulartargetcllItiⅡe.Theclient
roleinthewhole
聊城大学硕士学位论文
sour∞text,wlfiehhas
for
a
process,sel,x-ting
a
beenproaucedby
a
text-prodtmer(file
oIJtginlll
writer)锄dasld吨theIzamtamr
ll'anslalion.硼硝呛触;啊把processoftramlating(inthe
01'rolesofinitiatorand?mmslator.The
responsible
皿呱D’珊鼬n贸)thus
soui'ce-text
involvesthemaina学即:ts
produ嘟onlypartieipat豳indi北dIy;being
for∞mo他than
tlac
括越艄ofthe舳蝴text.1kl"l妫'./el'Sofbotlatheflolllr∞砸dthetargettexts,intheirroles
衄addresse鹤.a∞relevantforsl耽itieationoftlael'韶-peclivepurposes
3.1TlaeRok
oftlaetwotexts.
oflltor
,‘.Intheeyesoftlaeskopostlleofists,theinitiatordeeid器uponthe
skopos(thepurposeof
tramlation).Theydefinetheinitiator豳the
persoll?01"il谢tllliorl
thatstartsthe
Ira盥lalion
proo嘲anddetetmil瑚itscourse
Asfortlae
by
definingthepurposeforwbielathet肛gettextisneeded.
roleofiniti劬r,锄yagentinmmslationalaction,such嬲the.source-t懿twriter,锄
tohave
different脚lKq.orplltposl=s’which,in劬马makes
oftramlationQⅢ㈣—_H砖tramlafion,brief.
Iranslatedfor
skopos
32Thc
i
takethepros'peefivetargct-t∞xtrecoiver;,elVelllthelranslatormaywant
tho
5lOUl'Ce蜘
l驴thedc!te皿曲曲|gelements
Role,ofC岫皿蛔iOner、
olle
Thecommissiollcristhewhoasksthe在alasIntorto
p∞dlJ曲a切啊textfor玉
particularpurposeand剐埘mssee.11皓commissionermayinfluencethe.verypl-odlldiOllloftl譬targettext,perhapsby33
dmandinsl枷ieulartextformat
a
or
terminology.,
neROkofTranslator
approaelaplacesmoleemphasis
011
,11”出opos
thezoleofmmslatorthlmtiletraditiolmi
translationth∞一嚣andtheequivalenc争basedlinguisticapproaches.Inthethe
mmslation
pl稍鹪:
mlmlator
takes
a
crucialrole,右IsLthetranslatorisa?l'll=ceiVeltoftheSOIII'c,e?toxt,and缸
删耐with
theII"anslationbriefbytile
as
initiator,mid妇translatorproduces
itmo豳thedemandsofthe
a
a
targettext
fllatisrecarded
fimetioml
inthe
9朗雠that
Iramlationbrief.In
Vcrmeer,the
many嘲,the
-:
translator
e啪takestlaeroleofiniliator.In
word,∞∞她to
translator’staskisto
Analyzetheaeexptabilityandviabilityofthe
IZllZlSI撕OII蜥盯in
lecat,.eeonomie
OIL',
ideological
tt和as;’。
Cheekwhethertlaetra衄lationisreally
n睡蚍
‘一
Specifytheactivitiesrequiredforcanyingoutmebriel;
"
舅城大学硕士学位论文
translationaction,wlfielamayresultin
or9
,.Perform
a
a切喇text,pelbaps
a
shortsummary
.,oftheSOUI'∞toxt
inspecial
ca鼯.in
advi她tlaediem
serve
nottohavethe
flolfllrce觚
-lramlated
beelulseatranslationwouldnot
theintended
purpose.(Nor4,200).'21)r
processshows
.Theabovedescriptio.oftl譬roleoftranslatorin
tramlation
tlae辟咄uk
attitudeoftheskopostheorietowardsthe
status
ofmmslatot,incoml∞risonwithth砒ofthe
soure净textbasedapproaelaes.
3.4TileRoleofSo-tee-text
。
Pmduoer(theo—ginllwriter)
r.Asthename5asshown,source-toxtisnot
text
directly∞I捌to
the
translation—㈣.In
tobe
produeer蛔s
pl口删tile
soutcl争tcxt"l'hisprocess
SOIⅡT.,e.
traditionaltramlationtheories,the
l,rodu谢is
tlacmaster砸dthemmslatoris
s咖asthe'J乜aitor"。“slave"to她origi地1
textgetequivalent
writcr.Themmslatorshouldstrive
effectwith
faithfulandmakethemmslat“t
tile鲫峨娥However,in
skoposthoorie.thehierarchicalonter
oftile朝删略e-铽
fso
writer删thetranslator.hasb嘲妇啊.ForVea'mcor,lhe则船觚ismolethan缸offerofinformation.Vermeer,inhisOWlI.啊叼以tendsto"detlm脚"the墨帆嗽text.The
source-textisriolongerthe
firstandfolmlaostcriterionfor
the缸硼l撇’sdecisions;itis:jost
sourco-toxt
o曲of
the
9咖田硼ofinformation
SOUrCe
usedbythelramlator.The
pro,tL脚isonly
responsibleforthecompositionoftlae
whotendstou辩the
source-text,砌sometimescalIiesouttheroleofsend盯,
certainmc鹤age.AetuaUy,theIranslator锄betexttoconvey
a
teglll-ded
as
the
target-text
pro,i.e.,expressing
certaininformationderived,tt"Om;the
sotn'ec-text
and船sotluree-taxt
sender’seommtmieativeinleⅡtions,i.fitisin
aceordan∞with
theIranslationbrief.
3.5TheRoleofTarget-textR烈:ei’rer
Intheframeworkoftl地skopostheorie.theintendedtarget-textoftlae
ii娥ii,+/er
is
the瓢埘职涨
ta-amlafioo
andisthus
a
decisivefactorinthe
"Oneofthemostimportantfaet堪-swhoisthe
d咖ining
prOdll血011oftlae
targettext.AsNordsays,
thepurposeofammslationisthead出圈鹋e’-
intended∞∞iv盯01"tllldienceoftlaetargettextwiththeira山脚守q埒ci6cwould-
knowledge,theirexpeeudio.sandtlleireommunicalJveneeds.”,
An
explicittranslationbriefshould
or
include
informationabout山esocialcultural
baekgro.nd.懿pec倒。璐,sensitivity
isofcrucialimportanceforthe
worldknowledgeof
todecidethe
tl幢恤罾埔血哪addfessee'which
Irnmlatormmslalionmethod.Iftlaeinitiator
丝
聊城大学硕士学位论文
informationof
OF
e,alanotprovideaaoue,h
tlae觚Idr嚣s∞,锄a‘酬敷Icedtramlatorshouldinfer.it
or
bynegotiatingwitlatlaeiniliatorby
his
herownknowledgeofthesituation.
:
,
3.6TheRoleofTarget-textUser
peIh印8锄劬ingmaterial,越a∞嗽ofinformation01"蹈am咖sofadv嘶,t一,:
Consequently,intheprocessof
sourcetextis
Holz-Mamtnri
describesthel坞盯of曲呛targettextas∞e
whofinallyputsitto
ll豫
lramlalioml
netion,aSwehavea中心ssed
IIS
above,。岫
this
r,i,odl蹦t
andprovidedbytheseader
translator
lmoilerofinformatio也Facedwith
items
Offer,a
p日m州Lar帕cciV%thatis,the
OF
ChOOS器the
imer,,stillg,usefuladequate
tothedesired
lmrOo螂.嘞themmslator
illfOrll谢oll
he
that锄rel删鼹
takestherole罄the
target-t懿tplDdl埘ef'tryingtoexpresstile
gets丘啪1he
SOUlI∞textintlae
linguisticpattermofthetarget
eultm.Inthis弘。嘲,the
it鼬nil
translatorbelievestheinformationthe
hemmsfersandtbewayinwhielaheIramfers
most删出for恤given,
intheSOIIII'Ceculture.and
purposes.Thus,atranslationisaccomplishedandoffersnewofferofinformationinthetargetcultureforthetargetn琊eive搭about
90啦information
offered
la珥孵.
4."lrraslationBrief缸¥kopostlaeoFie
!t
The缸衄Isl撕∞briefsl口eeifieswhatkindoflr锄slationisneeded:111isiswhytheinitiator
01"thecommissioneractually
decides∞曲峙mmslalion
skopos,e咖thoughthebriefassuch
maynotbeexpfieitaboutthecondition.
Evidently,theskoposoftcnha3-tobenegotiatedbetweelatheclient?andthe证缸嵋laton
髑pecidIywhen出eclienthasonly
a
VllgUe
or响inc,orr它:ctideaofwhat
not
kindoftextis
neededforthesittnttioninquestion_Clientsdonotbotllertogivethe
mtmlator蛆explicit
knowtb吐agood
brief,notbI出塔expertsininterculturalcommunication,theyOfll奠ldo
briefspells
a
bettertranslation.
011
r-Intermsofskopostheorie,tlacviabilityofthebrief山巾伽IdstargetOnly
the
eireumstan嘲oCtlae
ettltt巩not
onthe
SOU/∞culture.The
80111∞慨lis
alsojllsf蛐offer
of如嘀舳ad咀
doeidewh啦
atter恤蜢g
in幻accountthewholetramlationbrief
andproduce
atarget
c趾theIramlator
lranslstion蚰眦e盱totake
text
05"般lv盯吐s既删fitintothe畦岬oftlac
a
markoter.Themostettieienttranslationmaynotbe
faithful
‰what’s
I聊roduction.oftheSOltlDr优tc麓L
thecriterionforadvertising
tmmIntion?-
筠
聊城大学硕士学位论文
4.1CriterionforAd'陀I?ti-岫g
1Fraslation
literarymmslationandoth盱tedmologieal
translation
Advertisingtranslationdiffersliombecauseofi乜clear-cutandof翻靖“cesin
a
targetforeign
outslan衄commercialpurpose,that趣tOm疵tIlUdien∞withspeci五c
toatarget
a
promotetbe
produ呶
ofthis
eultmalbackgroumt
core
Thepurposeofadvertisingtranslationsubordinates
to
plisse
isto卸lad矿the
colneinto
thatof鲥lv盯6sin吕The
targetlludiel扯,etob町theirprociuetsmadtomaximizetheprofits.
tO
Proceedingfromthisrule,thecriterionandstandard
judge
whatis
a
goodadvertising
Iramlation
being,thatis,themosteffectivetranslationisthose
that湖bests㈣
a
the“skopos"ofadvertising,and
audien∞with
曲酊,whichm锄that
r,:哪hispe,is
p‘撂∞ss铝the
a
a删ceultt砌setl岖nIiB
thecatthat
that锄bestpromotethe
c血catela
lllOtl∞is
salesin
a
targdmarketto
target
criterionsoundslikeDensXiaoping's"eat-
a鲥瑚IL
Let’staketwo
ha甜
n眦stranslationforexample.
bralld
nsmeofa
napkinforwom即t.T五eChineseversionis'‘护舒宝”.It
s锄ecommu面∞脚e
effectinthc诅嘈ctc确瑚m
st;m∞.脚the
English
and岫
Chineseversionsdl缸℃the
favorable卸觥i刮ions
a
ofiI岫m砒eandtender
c越forw啪em
"Itead&Shomder旷(“海飞丝”)is飞丝”is
avefy
brand
l:l衄lle
fora
sh锄p∞衄IdebyP&Gc‘胁pany.“海
900dand
mn)ring
long
bair№w劬erfalltogetherwiththeTVeo雌-rcial.Besides,intheChincse
effective血ansl缸∞be咖瓒itevokesassociationofabeautiful倒
eultⅢal“咖脚【tpeople锄easilythinkofah昌Iirsb锄p∞砒龇sioatofdaebrand咖e.
‘1.2TkRokof‰ureeTeY_t细A由竹恼妇gT咖曩l且咖_
,?Themle
of∞I懈tc瓜in也efi舢aeworkofslIIo】印lst嘲eisradicallydiffe彻t陆thc
翩ni髓iing!Ili:stic
or州W山赴∞而asedtheories.Itis“leI畔ly翻噼删byVer眦er’sid睫of
the瓢Ⅻ峨怔xt.The翻叽lroe
just
te】【tis110longer
a“d吼bronemenrof
tbe丘fst棚foremost
a涮叩for
i蛔B
the廿刮啮血山M’Sdecision;itis
o鹄of曲峙various甄哪脯ofiD丘哪∞翻ionllsed
Vermeer’墨
坶the吣l越or.Facedwi血也isOffer,锄yleceivcr(锄ongthem’the咖B㈣妇螂the
lhey-reg砌脑细}eI髑吐ng,酬何adcq【llaItcto位捌坤pI印啪嚣.In
a
钯rmin胡og如atranslationisthm
newofferof
infofmali∞in
is
the诅碹雠culhl托abomsome
五fom咖。丘硎inthe如麟伽岫鹏锄dh喀uage.Itq妇印pUcabIefor硼ve删ng吣蜥omthe岫I咖rmo难r∞毋ad帆柑sing缸柚sh臣∞,mismle
to
decide
1hc咖s蜥∞蝴It蚴珊位妇塔Imor
Inthe弘a髓iceof
offers
needn'thave幻slickto
柏
舅城大学硕士学位论文
word-for-word丘dcI衄tothe
5.Eqlivaleneeinsoul'cetext.SkOl瑚tlaeorle
InSkopostheorie,equivalenceme枷adequacyto
oraSkol口osthatrequiresthatthetargetas蛔【tflcrvesthe蛐eeommunienliveftmetion
tin.onbetweensoln'cefunetiomtheflOltlUr∞text,thusl,reserving"invarianeeof
reducedandtargett翱r,Thatis,theconceptofequivalenceisto"functionalequivale嗽"0111thetextlevelofwhatReissrefi粥toas"communicativetmllslalio/l'.
Let’stake
Source
、TargetsD呲bl'sndnllmesIranslatiomforexample:text:SafeguarcVsprite/t№hLadytext:舒肤佳,雪碧/子母牌”
TheChinese
becauseIramlatio璐锄beconsideredfenetionalequivalenceoftlaeF,ngl曲originaltothey矾aptfillfillthe船舶communicativefllZlClJonsintheChilleflceulttwalcommunity.Equivalencehereis
inordertoachieveanotatwordlevel.Sounderfileguicla懈oftlaeskopostlaeorie,tocertain
otsk嘴themmslator
target-masometimesh勰tocoliformto.倪adapttarget-culturebehaviorexpeetaliom.Thislnl置lnsthatthereceiYelr,orratlaertlaeaddressee.isthemainfactordeterminingthe
translation,itsl。opos.Sowhenthisruleappliedtoadvertisingtal'getreadershiporm舢thatthe地sp伽甓ofthethcIludicncciscrucialindecidingwhatkindoftranslationsuategies
needsandthetotake.Themmslatorshouldnyto鞠tis母thea【p∞切妇ofthetargetlllldilg,tlC宅.
There肿仙ree
ruleandinlratextual
4.2.1basicrulesinskopostlaeorie,namely,skoposrule。intertextualcoherencecoh朗喝嗽rule.Skol嗍Rule
Inskopostheorie,skoposRule‘isthemostimportantanditrequiresthatitsskoposdeterminemmslationalaction,or"the
notendjustifiesthetomea心.Differentfromthetraditionaltheories,skopostlaeoriedoesstickmal呛distinetiomamongfreeVs.faithfullranslation,
notmerelydyllamicvs.formalequivalence,goodihI规prete幅、,s.slavishtranslators.Itdoes
makedistinetiomaecordingtotextt)rp器.1nst缸itholdsthatthelranslalionmethods赫
聊城大学硕士学位论文
decidedbytheSkopos.
4,2.2lnh'“,I细mCOherenoe
r,Intratextml
coh慨e
as
meansthattarget
textshouldbecoha∞mwithtlaesituationoftlae
reeeivor,thus抽makethenx宅iv盯easily
goal.thetargettextmu或make
underslandthetranslation.InOl'd盯tOachievethe
9髑e
inthecultureinwhichthe
nol'131s
r1谢vel-lives.Vermeer
asa
defines
a
culture
follows:"fileentiresettingof
to
and
eonventiom蚰individual
t0
memberofhissocietymustknowinorderdifferentfromeverybody.”
4.2.3
be‘like
everybody’,川r
beabletobe
In怔rt旺h哺l
Colaerence
tofidelity;it
Inteaext:Ilalcoheren∞sometimesrefers
meflllsthattheremustbesome
露lationshipbetweeltinformationofferedbym'get
Inaddition,theformofrelationshipisdecided
textandinformationofferedbySOUI'Cetext.theSkolDosof
by
metranslation.Itmightbe
.?
freeorfaitllfulequivalencx,formal
4.2.4The
or
dynamicequivalence.e忙.
in
k.ppliclit'it蛐oftheThreeRulaAdlvertisilg"l'ruslition
Skoposruleisthele眦lingruleinSkopostheofie.Translationtheoriesinfilepastmainly
伽叩|has眈intertextual
eolaereneerule
Or
intratextl/al
rule.There勰many
eomidered
disputes
On
the
variousformsofintertexttufl
eohel彻ee.Skopostlaeoriedearlydefinesthree
is:Intertext:Ilal
cOhCl%*,llCe
is
rulesandclarifies
subordinate
tO
itsordcrofimportance.That
intratextual
coh咖ce.andboflaa睇subordinate
totheSkopos
rule.IftheSkoposrequires
901.H'Ce
a
changeoffunction,thestandardwill
butadequacy
01"aol,ro阚wit/a
c粕be
no
longerbeintertextualcoherencewiththe
text
regardtotheSkopos.
Thus,intheprocessofadvertisingtranslation,tlaeidealsituationisthattheoriginal
advertisement
directlyrenderedinto
thetargetlallgU,鹋e.Then
thetargetadvertisement
iseohelaatandmakesSensetothetargetconsumersbothlinguisticallyand
culturallr.Fmthor,.
thetargetadvertisementiseffectiveaaouglatoattaintheSkoposofsalespromotion.Otlaerwise,iftheoriginaladvertisementhasitsown18nguagefeaturesthuscannotben强—Icf。ddirectly
intotbetarget12119uage,the,translator
firstlleedstoputasidetheintertexmal
fife
c,ohel'∞Cerule:
11吼ifthe
originaladvertisementembodiesculturalfeaturesthat
likely幻IX沁olnc
obstaclesforthel卸rgctconsumers,the
Izjanslator璀莉s
to
give叩the
intratextualcoherence
rule.By协I【ingsomem∞剐吒s,filetranslatorneedsto
32
make孵thatSkoposismaintained
聊城大学碗士学位论文
andthetargetSkopo&r
advcrtiscmcmisacceptableandeffectiveconcerningtheachievementof
4.3TheApplicationoftheTheoryinAdvertisingTranslation
4.3?1EmphasizetheTranslator缸Translation’。Againsttraditionaltranslation
theories也缸emphasize
the
jn倒bili旁and
subordimte
positionoftxanslatorandthusneglectthetranslator’Sinitiative,functionallstsregardU-anslator
as
expert
hitranslationprocessandshouldberesponsibleboth
for函呐out
sense
the
commissionedtaskandfor廿陶I】ringtheresultofthetranslationprocess.。
。However,iftranslationistranslators
should
ecer
tobCconlea
professioninthefull
the
ofthewm碰
be砖g裥cd
as
active
p删ci呻’in
chaill
of
a峭s.叫ltI瑚I
communicationandtranslation越anintegralpartofthedevelopmentofbothintercultural
exchangeandprofessionalknowledgeintranslators
are
a
givell捌Asfar船ad
c锄he
translationisconcerned,
supposedtobenotonlyb.mguaJandbicultural,butalsotoequiphimselfwith
thesoundknowledgeofadvertismg.Onlyinthiswayculturallyappropriateand
cope袖the
SOILr92
textin宣
professional瑚航whichwillappeal
totargetaudience.
4.3.2TheInsightintotheIdeaofDethronementoftheSouree-text
Just
as
mentionedabove,a∞ordmgtofunctionalisttheory,the
sourc挣text
one
is
no
longer
thefirstand
fomnost
criterionforthe仃imslator's
decisions;itisjust
ofthevariousOf
informationusedby
the
Wanslator.Thescholars‘whoa∞interestedinadtranslationUsually
as
neglectthefactthatadtranslationsomegmesfunctions
aself-sufficientOr
independenttext
tO
in
thetarget
culture.Themainfunctionofadis
to
stimulatethecustomers’desire
notadequateand
purchase
the
conespondingproductandgetaction,soitis
impossible
torenderthe
equivalence-basedlinguisticnansla畸oninto
a
tofulfilltheflUlC60ILTheaccountofculturecomes
prominentposition.Insteadofonlybeingconstrainedwithinthe
U'lu]slatorshouldbeentitledtomake
use
l'如geofthe
original
text,the
ofeverykindofstrategyheregards
appropriateinuaaslationtomakehistranslationcatertothetargetlanguageandappealtothetargetaudience.4.3.3TheEmphaJb
0a
theRoleofTargetReceiver
舅城大学硕士学位论文
Inthefunctionalistapproachton-anslation,thetarget
text“蜊v℃fisassigned
a
higher
iⅡ
statusandamoreinfluentialrole.ThisisconsistentwithOBe
of恤mosti玎叩嘣咖rules
advertisingprocess,thatis,theemphasisoftheroleoftargetaudience.Bothadvertiserand
Wanslatorshouldtakeinto
full7甜iisidenUion
the缸矗幽加籼lnthe_凶商柚ie瞅klhe
worldknowledge,expectation,observedandanalyzed.All
are
wholeprocess
colk锄ning
customs,the
ofadvertising.嘶ng仃anslati哆.他au…dience'.s
9涮valuestheyc御efully
clingtO
are
theassumptionsaboutthetargetaudience
becausesource.ILffiK-'tl-ec.七i_vers
diffe伦ntfromthosemadebytheoriginalRuthor,
andtarget-textreceive翠belongtOdifferentculturesand
cannotandnccdn’tofferthesalve
lang岫gecommunities.Thismeal强theWanslator
and垴ndof
amount
information帮tlIc
source-text
modIlcer.What
themmslatordoesistOoffer
叩other
kindof
informationina/lomgr
form.Themfore,a
specializedadstrategyisdesigned
onthebasisofthe,Inthis
adve咖sing¥taff’¥knowledgeaboutthe
target砌en∞.
apply
the
themto
the删ccof
c】1ap峨Wehmexplorerlthem咖ideasoftheSkopostheorieandtriedto
adverfis/ngtranslation.Analyzmg
oolne
advertising
translationwiththe
Iranslation
principlesoftheSkopostheorie,we
is
an
to也efollowingconclusions:Advertising
intentional,interpersonal
and
jnte佗Illt吼Iinteraction
Advertisingtranslationisdistinct
or
fromliterary
translation删other.translation:sbecauseo.f.i扭咿cificcommercialSkopos
purpose,..whichtbc
detc玎n确thesupreme
status
ofthetargetaudienceandthetargetcultureand
whole协mslating
prgcess.Thesource
textis
just
an
offerofinformationandis
no
longer
a
thefirst
andforemostqiterio哩forthetranslator’Sdecisions.Thecriteriontojudge
good
adverasingtranslationiswhether
toatarget
it
can
servetheSkopos
ofan
advert,thatis,topromotesales
account
culture-specificaudleiltⅪin廿letargetmarket.Atranslatorshouldtakeinto
thewhole
uamlationbriefand
givep.onty
tothetargetlanguageculture.
聊城大学硕士学位论文
Claapter5Cultwra!BarriersisAdvertisingTranslation
一‘Cultureis
aawordofticlameanings011whichdifferentpeoplehaye田hcifownview:Peoplein
becertaineullxtrehavetheirownwayofeomideredin渊011.This
inthetbin她v-luing’and∽til唔whichshouldchapl日rovealsthemainaspectsofculturaldiffer瑚aeeslikelyto∞usedifficultiesaeeomplislmaentof.theskoposandidentifiesfotraspects鼬
themostinfluentialthathindertheaccomplishmentofadvert蛐agmmslafionskopos.5.1ThePositionofCultureinAdven函ingTrnslltion
0’oui衄points
waysofaoutinthebookAdvertising,"eultl聆iswhatpeopledo,orthetotallifepeople,thesociallegacytheindividualacquiresliomhis
real,anditaffectseveryaspectof137).Cultureishwbehavior,i邮Iudi】唱∞n瓤脚
creation,transmission,l饿apl[Joll
products;
agroup"tO’GIIinn,1998:behaviorandl'l嚣pon.qeandto瓠Ivcmsing.CultumsurroundstheiD把印删onofadvertisement.Advertisements嘶culturalThus,lranslatorsneedtobetrulybieulturalinordertoprodu屺xgoodpieceof
advertisementinanotherlan母mge.Theymust
andget耐oftlaeinfluenceoftheirmothercultureseomiderthetargetculture’scustoms,buying’habits,Ⅱ峭aesthetics,COlll¥1tlmet"
1%lulaliOllSand
lossfortaboos,ete.Ignoranceofpsychology,碡ligion’naturalculturaldifferencesandenvironment,lawsandimolicatiomwillD鼬iii_meatadvermmoa2e嬲gllO.t’
con加nni器.
配FourAjp呻ofCulturalDi疵咖嘲and’neirI山吼∞
Thispartwill
rootfocus∞four幽弹:c伍ofcult啪ldiffer蚰cesand触盯舡mlyze1hede印盯1.Co代油rd
Aoco柑ingofph衄。咄撒existingin哪ishandChill斟advertisements.Values:Co皿钟ti’ri曩mVersusIndividualismO’o_linn:Values锄屯thedefiningexpressiomofculture.They
whatisinlp0叽aⅡttoatoThomas懿pressinwords锄ddeedsculture.Forexample,someculturesvalue
individualfi旧edom,whileothe幅valuedI酊tothe
35societyatlarge.。
辫城大学硕士学位论文
Obviously,culturalvahJeshavelaid
strongfoundationforpeopleindifferenteulultes.
a
h
advertisi雌it,is.,stlonglybelieved
COI'e
thatthe
mo髓efI.e翻ivBa出枷戳m把虹忸.m'e.thosethatbest
andIranslatorsshoulddoistOmake
10be
expl髑andaffirm
theadverliseme丑ts
cultural
values.Whatadvertisers
valuesofthe
consis【t嘣rwith
t雹鹫t删peon.Ifnot,they躺likely
哂eeted,
/,
Everyeotmtry
h罄砥own
values,Orthe即d1盯ingbelie蠡.VVosternt
societ慨翻宅mo瑶
individualislieandtiroslnol呛pronetostriveforsclf-aelaicvcmentandself-satisfaction,whileChinesesocietyiscollectivisticandtheChinesetendto
pIIt
the
benefitsofgroup01"societyin
thefirstplace.
Let’s蛾tWOexamples:
。:j)你好,季皇好,她好?大家好,才是真地好。一广;}H好迪(H‘mdyShampoo呻
j
n
Theexamplepresentstlac"ufformationthatifmanypeoplechoose
a
certainproduct,it
us,so
mustbegoodandworthy.Jtconveys伍em髑辨ge:this
l,rodIlctisindeedgood.,
p删uct
isgoodforallof
this
2)蝴mine
For
the
is
mine.(Voiksw甥en
SeatCar
ad)
…OurpersonalseⅣicewillapp龆ltoyourindividual
taste.(LsfIh锄aAirline)
toex.ptcssthe
m衄whomakes
hisown
rules.(Prmielr
Whiskyad)
….h婶aboveadvertisements,we锄easily
individualistvalues
These113tu'kel'SgivetakeaelJon.
findtheculturalinsl-kelrs
such豳“minc竹,‘"rmsonal","individual","individual
taste”,"hisOWll".
to
strong咖∞of
indiVid峨li哆andoriginality
tO
stimulatetheirdesire
2.B町ingTendellcy:Group
Asmentioned
Tendency
Ve作毗lludividulNe甜
moreindivtdu越lislieandthusnM幢proneto:
Inore
above,west啪goeiefies‘are
striveforsdf-aehievement,whiletheChine∞tend协be
constantreferencetolheirpeers.Reflectedin
eolleetivisliet/ammaIdng
t,u,A-gbeliefs,thewestel'/le鸺willc1100SC
Or
productsbased
011
their
Sl僦ific
needswhileChincsleconsumerstendtothinkthatproauetg
Sel'Viccsfavoredbytheraises
majoritya把goodonefl.HellmutSelauttein
his<,D肛r啪Pr
Behav/or
suela姐example
thatwhenthe
w嚣咖people瓣going
Chinese
topurchaselagsmade
by
LOUIS
VUITrON∽)01"shirtsbyGEORGIAARMANI(GA),thatismostlybecausethey
needs.Whenthe
弘
ale
thinkthequalityandstylematchtheir
tobuy
the鲫eproducts,
■城大学硕士学位论文
nineoutoften
ageinfluencedbyothers’opinionthatpeoplewhobuyandusethosebrands∞
ricil,trendyand飘驴erior.
3.Authority:Rmp,etofGovernmentalAuthorityVenusRmpeaofScientif矗cEvideuee
ThestudyandcomparisonofnumerousEnglishandaline∞advertisementshaveshedlight
On
thephenomenonthatCOllSUlnersindifferent
co眦砸esbelieveindifferentauthorityin
set鳓agprodmsandservices|.
Itisconsideredgoodvirtuetoobeyrulesandobeythehighauthority,whichresultsinthe
Chinesebeliefthatpeopleshouldobeygovernmentandruleswithoutanydoubt.Itencom'ages
peopletoacceptOne’spositioninlifeinsteadofquestioning
authority.Itbrings
aboutthefact
thatofficialandgovernmentalauthoritieshavegreatpowertoinfluencetheperchasmg'
。
●一
behaviorofconsmners.‘
ComparedwiththeChinesehierarchicalrelationshipsbetweencommonpeopleandthe
at蜥ty.AmericansandⅥrestem
official
or
peoples
are
stro嘲y
influencedbyChristianityandits
famousinthepursuitof
notbe
credendumofequalityamongaIlpeople.American
people淝most
freedomandindividualityinfluencedbytheirancestors.Theywill
authoritative
easilytcmmedby
recommendations.Instead,w髑硒consumers
trust
give州ly
after
tO
personalvaluesandimerests;’they
scientific
i'eseamh,自呶data‘and
isadvocating.Only
professional
apprai茹.Theydonotblindlyfollowwhatthegovernment
c御eful
observationwilltheyacceptOr画ectwhatthegovernmentadvocates.‘
4.Attitude:ModestyVersusSuperiority
。‘Amefic衄education一舒to
motivatethem
to
instiIlinstudentsd
sense
of
hi曲self-esteem
inord盯to
achievementandserf-confidence.Children出eeacom'aged
a
tobeassertive
tobe
andassured.AccordingtoHeUmutSchutte,peoplewith
needforachievementtend
mole
serf-confident,删oyingtakingcalculatedrisks.Productsthatsigni匆舳cce璐and
superioritya聆particularlyappealing.’InCh如如children
are
taughttobepofite柚dmodestthroughomhistory.Itisconsidered
arrogantiftheybehavetooconfidentlyofthemselvesinpublic.Goodpointsofoneperson
need曲bepointed
out
bysomeoneelseinsteadofhimself..Veryfewaline曲advertisements
88
ptoclaimtheadvertisedproductstheproducts.
thebestinorder
notto
mmse
people’Sdislikestowards
竹
■城大学硕士学位论文
ll'rawlalio-
5.3Cultunll1)ifl'erenee8andAdvertising
Thomas0’GuinnAdvertisingis
a
ho地,
culturalproduct;it
m啪silothingoutsideofculture.Cult,resurrounds
all
advertising,informsit,givesitmea,1ing.Totnmspoa
advertisement
flcl'oss
cultural
borders,onemustrespect,andhopefullyunderstand,thepowerofculture.ro’Guinn,
1998:236),
,
Thus,advertisingtranslationishie,hitdemanding.Firstly,"thetranslatedadvertisementmustbe硼舡activeenoughtocatchthe
tar.get
leader’s
attention,CII础V'eenoughtoproject
an
image,persuasiveenough
tourgethetargetreadertoactandimpressiveenoughto
inlpad”.O)ingnengqi,2004:75)Language
a
isthe
calri盯ofculture.In砌to
01"betterthanthe
source
produce锄
penelz'ateinto
newcultureandabsorb.ulritionfromit'themlmlatorneedstomasterboththesour∞and
targetlanguagesextremely
well,distinguish
aS
thestrongpointsandweakpointsofflOUl'∞
8,8
advertisement,andproducetranslations
good
advertisementby
lnjl幽gappropriatelactic.,S.
..Secondly,advertiBingb.asvariousfunctions;thefinalandthcmostimportantfunctionis
to
inl脚thc
isthe
consumel曙atxldrivethemtotakepurchasing
aetiom
01'neeepttheideas
advertisedinsuchasituationthatthe
COl坞Umel"咖getthemosteffectiveinformationofthe
the
advertisingwithtbcleasttimeskopos
to.think..忡ordingtothreerulesofskopostlaeorie,theruleof
rulej
of
i,,tcnext.al∞he愀.b
lramlators
bettereffect..
j
.
primeprinciplegoverning
inl删extu芦coh唧j
ac∞-l,tedandlikely
and
t哆o;
O/'d盯tOfacilitatecOBSUmeI'Sinthe
prOCl葛¥ofⅢIdI嘲;ta幽函
toaelaievea
needtoclaooseatranslatedversionlikelytobebest
ThisehapterhasdearlyanaIyzcdthefourmostfundamentalandinfluential∞pectsof
eulturaldiffcrcncl嚣inviewofculturaldiffcl'enccs,translatorsdifferencesin
COle
values,befiefs觚d
can
CltlStoIns.Byknowingthedeel,crrootsof
bebetterinvolvedinthetargetculturebaekSround.The
culturalvalues,I,uyillgtendency,authorityandattituderequirethe
translatortoadoptappropriatestrategiesin
tra,s1.咖adVartis锄ents
diⅡ细嘴
1叠
withspecificcultural
prol,,矾es.
Failure
to珊lda_stand
theoftile
culture伽
啦
about
mis_衄dI孤妇丑din吕misimapI吼丽加,miseommu.ieati∞andtlam
advertising
disasters.
聊城大学硕士学位论文
Therefore.beingwellaw嘶oftheculturalblHYicl-sanddifferences,themmslmorshouldtakeculturalelementsintofullconsiderationwhiletakingUpad呻sla血玛workandtarget-enltural
●
.
orientationshouldbetheprimeprincipletoguideadvertisingtranslation
聊城大学硕士学位论文
Chapter6TechniquesofAdvertisingTranslation
Translating
nOtadw喇dsementsintoanotherlanguagcisanoeasywork,becauseadvertisingissimplecommercialmessagesbutratherloadedartisticlanguage,whichcombinesliterature,aesthetics,psychology.marke血gtranslationofadvertisementsprovidesusandmanyotherHlk吐edfieldsofstudy.Theawithmicrocosmofalmostallthepl鼋酽啮dc,掣nIactic,textual,semioticand
chapt盯willevenluciddifficultiestobeencounteredin仃a璐lati】晦Thisdis吣techniquesthat眦mostwidelyusedintranslationsofadvertisements.
n锄esandHereWewilltakethebrandslogans,which批the
ofads.essentialcomponentsofadvertisements,asexamplesto4ijiscussthetranslation
Brandnameisasymbolofaproduct,whichisused
AntoidentifyOlleprodllctfromanother.Abrandnamegenerallyplaysimportantpartininfluencingcon飘nners’decisionof
purchase.Toa删extent,aCA31丝'umcT'Sdecisionofpurchaseisdeterminedbywhethertheb矗mdn锄e
refusesoftheproductappealstotheconsumerornoLItisquite0t[tellthattheconsumertObuytheprodllctbecauseheisnotinterestedinthe
abrandname,especiallyinthecurrent"buyer'sm舡k矿.Hence,when
aexploringnewmarketinanothercountry,itisverysatisfiestargetimportantwhetherthetranslationofbral血lmecon飘蛐ers’taste.thatis,
whetherthetranslationisadaptedtotargetlanguageandtargetculture.6.1.1Transfiteration
Transliterationmeanstoconvertthed埘眠扯屯ersofonealphabettothecorrespondingd吣Ⅱacte娼ofanotheraiphabeLItisnames.Itisaaverysimpleandpracticalwayinthetranslationofbrandgoodwaytoattracttheinterestoftheconsmners,intransliteration;translatorsshouldtrytoselectthetermswithgoodsoundeffectsandthechan比觚withpositiveassociationsinthetargetcountry.ThemostclassicexampleisthetranslationofCoco-colainto可口可乐helpingtheCoco-colacompanytoestablishasoundfoundationformc∞鹞intheChinesemarket.AnothergoodexampleisthetranslationofNikeinto耐克.Theoriginal40
聊城大学硕士学位论文
删蛐ofNikeisllaegoddessofvieto目ry,whichphonelically
娜姬.Howevcr,the
translatordecides
shouldbetranslatedinto奈姬甜
a
On耐克togivethesportslaocs
cle缸IiS,.qocilltiollof
durablenessandsturdiness越well邸也e
sp凹哑瑚嘶wlma硼啦them.
n趾嘲,slogans,andheadlin益
a【ample:i
6,1.2Literall'raslatiou/Metaplarue’t
、Literaltranslationismainlyusedtodealwithsolnebrand
that瓣dear-cut
in
m砌ng锄诅simpleinsynt明m蚯crelation.Fortlaebrand蛐器that
oftheEnglish
havemolesymbolicandconnotativemeanings,thisapproaelaisottenapplied..For
b珊叫∞邮:Cmel/glt驼,Crown/皇冠,
Bluebirdrt鸟;BlueRibbon/il}带(啤酒);MierosofI,微软,Croeodil鹕鱼(皮具),Shell/壳牌
1)TheChine吣translation
(石油),App埘苹果(电脑),ete.
21I'mloving
it.(MeDouald's)-?
一‘3)obcyyour瓶(Spri哟
服从你的渴望。.。”
一j
我就喜欢。。:.
一一
。
lnexample2吐峙Claincseversion‘钮I就喜欢”isquiteeolloqllialnudwith
the
a
willful
tOlle
(稻peeially
adverb“就,,),whicla
thcy黜themain∞唧刚m蹦offast
∞珊∞textby
food.’Translation3飘帕鼬inm她with
isinaccordancewitlathedispositionofyoung
the
people衢
ptminthe
also蛐the咄for
cop)writerwants
舢Aslzongmindis
一’
literaltranslation鹳tile
Chinese’咖nIer衄for"ltli/st"is“渴望",which啪
a&inkOrthedesirefor.咖砷i婚Thisisjustthee丘.姒thatlhe
o,1-theaudience.1
ishischoice.(Rolexwatch)
toproduce
hissecret,astrongwatela
坚强的意志是他的秘密,永不磨损的手表是他的选择¨
5)Flowersbybeautyspe出from
the
heafL(111I枷01'8花店)
z美人鲜花,倾诉衷肠。.
一
6)Assoft衄motlacr'shan正(童鞋)
像母亲的手一样柔软。
一’抽Example
4tlaeRolexads
h珥岬tok
suitableofawordforwordtramlation.Both
5i
theEnglishandtheChineseversionsmakethisworld-famous
watch,atmmive.hexample
theEnglishjusttakes血eper∞nifieationand武瞳s鹭sthmflowersrepresemsweclncs,s锄d
tel嘣盯嚼s.IntheChineseads,personification
isalsoreedtodescribethespecial
4I
p0硫ofthe
舅城大学硕士学位论文
flowers.Example6-isanadvertisingslogan
to
thcdailda-e几Mother’shandisusedingeniously.
incomparisonandso.itstressestlaechildren’sgentle
Aboveall,wemust
experie址e.
:
pay钏嗽刎onto曲屺.brandmⅡ啪that躺rel利tOeulttual
signs,for
example,nanlefl
ofallimais,colors,dil鲥olls…ere.&瑚lJ鼬meymayhavedi舔,托血甜even.
cormotafiom
in!iolllrce
oppositeculturallan目la护cultureandtargetlang幽Igeculture.For
example,if帅translate龇Englishtrademark"westst-旷(a
with
brand∞meofawebsitedealing
music)into8西天”,this
Iil"e
will
arOllfle
badfeelingsof
Chinese∞璐岫c巧.FewChinese
a
people
W珊ing
to
IiCCA研.it,for“西天竹in
Chinese‘cultureis
euphemismofhell.In
Chine¥1e.we
one’s
often哦the唧峙ssi∞嘴你上西静(湖d
toanotherperson.
youtothe
.
west:sky)to‘express
hatredandclIr3e
6.1.3T12eCombilmtiolofTramliteration●ndLiteralTnmslatiom’
The
‘-
abovetwoways淝not锄ughtosolvcallthepmbl锄inbrandii锄ne呦s蜥咀
lmotherway
SO帅need
th砒combines蛐of
a
thctwoways.Act山dly.thecombinationof
transliterationand
fiteral仃jmsl蜘is
most
p‘呲wayofbrand蛐e
n舡曲adomWewill
丘nd叫te丑lotofe船mples
‘‘pepsi—。ola竹and“夏士莲?for饪l戤ljne"i?“百事可乐”桃‘'happy
a嚣ocia矗蛐of“a
lotusin蚰mmer,'.As
ofb删缸lllllnl器仃l哑d锄edintimway,suchas“百事可乐”for
with
珊嘲∞珊l删砌beglad.to辨such8Ⅲfora∞ft触“夏士莲”c龇s鹤the
锄。懈pl∞samfdeKn笋among∞瑚蝴ne蕊Asalille∞brand咄s仃{m墨l勘ed
毗i璐fi31ed
originals.
6.1.4l/stagF-VOI童te
evef)恤ing”龃d
a—h锄ofJpr仪lll咖fordailybodyc撒,thism衄iatioa
inthisway
stnlbear
a
with鼬m叫n鹦they
ChnIckr●
use
pt卿械c托∞mbl柚∞仞恤EngIish
Clfinesepeopleliketo
thed嵋门cte略withfar.ire柚d丘nemeaning
懿pfessagood
11lis
w池Somanyforeign
in
e唧risers
have
been嗍ofit
nllllll器.It
of
to咖etlIings
a
to
anddone
goodjob.
prⅨ岫andcompanyimage.Let’ss∞蛐eexamples.
s眦甜is缸quentlyIlsed
Chinese
the仃ans蜥∞ofbrand
c趾hcIptobuildagood
m∞疵呜m印剃vely、伽曲D血bI以“蚶柚d‘‘nice”,咖sa∞枷盯th砒il强删∞砸呦fto诅l【ea曲【嗍砌thcir—D血眈.。r
-一,2l叩叫s,.isa:b珊缸咄ofwomen’s缸lhio几ItsQ旺嘲e嘁。宝姿",zin、出曲“宝竹
totell
’一1)“舒肤佳”(thetranslad∞of飞娟强lard”,丑虹nd
soap),the血∞cha眦h懿
willbe
舱
聊城大学硕士学位论文
(valuable)and‘‘姿”(gesture)togetherbrings衄associationofcatersforyounggoodfigureandelegantpose,ladies.
ofice-cream)istranslated
regardedasall3)Magnum(akindinto“梦龙”’toappealtOchildren矗“梦”means"dream”and“龙”isauspiciousanimalinch峨,j∥.一,
…4)"Boush&Lomb"(akindofconta_ctlens)istranslatedinto“博士伦”(inwhich“博士”
fifemeans。PhD’,)toflatteritsconsumers,manyofwhomeduc删oracademicpeople.
,5)Marlboro(cigarette)万宝路
I.,aL"tOv(drink)乐口福.。MildSeven(cigarette)万事发Catorade(dank)佳得乐
,∥:Holsten(beer)好顺k.,._Goldlion(tie)金利来
、Paloma(waterheater)百乐满
MastercaId(creditcard)万事达
“:hlbeaboveexamples,theBisquit(brandy)百事吉Ford(automobile)福特favoritecharactL奠'stoChinese瓣easilyfoundinthe
andtranslatedyersions,suchas“乐”(pleasure),“福”(happiness),“发”and‘‘达”(fortune
and舯唧唧l目,“顺”(smoothness
precious).These
action.
6.1.5Adaptation,,favorite),“利?(profit),。“宝”(ueastn_ableandcbua啪caneasilytouchthee_.,oBstlme侣and锄Ⅺ暇theirsympathytOget
AdaptationisofIenappliedintheadvertisingtranslationbecameitisalsoatarget
totext-orientedtranslationmeqhod.Inthismethod,thetarget.textisoftenadaptedthe
expectationsandneedsofthetargetaudienoe.Thetargetcultteedeterminestheeffectofthetranslation.Someofthebrand
methods,inthisatse,thenalllesaretoohardtotranslatewiththeabove-mentionedada坤ltiOll咖beapplied.Forexample:.
Seven-up/七喜DutchLady/子母牌(奶粉)Mild?tteVCll历事发唧岫【e,雪碧i。。二.Tide,汰渍Pm咖r&Gamble/宝洁Head&Shoutders牌飞丝
Joy&Peace/g美诗(皮鞋)
SafegumxV舒肤佳Clean&Clear/可伶可利(化妆品)Rejoice/飘柔I-lazelive/][士莲
Crest/佳洁士(牙膏).colgate/高露洁(牙膏)
Maybenine/美宝莲(化妆品)Lexus;凌志(汽车);柑
聊城大学硬士学位论文
BMW/宝马
Inadvertising,asloganismainlyaimed砒maim面ningthecontinuitycampaignandholding
of缸advertising
collsumer¥’interest
just
dfew
andpromotingsalesoftheproducLNormallyan
advertisingslogan
consistsof
words.which帆smooth
to
readandeasyb
恐lnflnDer.Thatistosay,anidealsloganshouldbe
persuasive.
simple,clear,砒血枷vcjmemorableand
tounderstand
IntranslstJonofslogans,toenabletargetconsIHnersandremember,awise
translatorusuallymakesfullll船oftargetlinguisticfeaturesinthe6.2.1Paraphrase
。;4
contextoftargetculture.
Another
commonSlogan/brⅫdnameU'auslation
focuses
onthe
approachisparaphrase
or
liberal/flee
translation-他approach
lal唱蛆ge船what
the
commtmicafivemeaning
or
ofthete,xtthat
the
translatedVersionoftheoriginal
text
bearsmore
lessthesamemefllinginthetarget
advertisement缸岫呻inthe¥OUlV沁language.Different‘firm
unity.Instesd’the
translatorgoesto
find
aversion
metaphrase,paraphraseneverattemptstoachieveformal
tmprecadentedlengthsto
thesametime
not
mostlikelytobe
text
acceptedin
thetarget
are
I缸嘶面d
listedbelow.
ai}
deviatingfromthe0riginal
put
meaning.Some
examples
1)Shewantsto
h酹60ng∞inyourmouth.她要把她的语言教给你。‘
21GivemeoreenWorld,or
Ore
me
ye如rday.要么给我绿世界晚霜,妻么还我昨自
青春容颜。
31Theworldisopen
forbusiness,The
cardis
key.(cre,Ut
card
ad)
大千世界,商机无限。信用卡正是您通向其中的钥匙。
4)IsQuickCookercookmgfast?(Qmckcooker)
.Y....o..u.....b.—e—t!
一煮得快真的煮得快么?
一丕要盘迭哦1
51
HeavenofMusicFans(MusicWorldmagazine)
音乐发烧友的天堂
辫城大学硕士学位论文
Inexample4,“YoubetI竹isapopularcolloquialismusedbyAmericanpeoplewhile“不要太快”isa∞uoq僦ismpopularwithChinesepeople..Thetwoexpre¥siol堪a陀functionally
aequivalenttoeachotherforinsuch
question.Inexample
andhumorouscontextbotha叩托翻湎sm啪apositive锄lsw盯tothe5“发烧友”isan州expressionfor"fans".It¥ouDds螂eflesh,讪lyfillthan“乐迷”01"“乐友”.
rⅡle..(Whiskcy)6、Forthemanwhohashisowm
献给具有独特品味的男士.
"Hashiso帅rules"me锄"has
canone’sownwayoflife".Chinesedoes6耳it-Translators
伽雠∞di|唱insi∽
By砧1i锄ngaonlyexplainthisidiomby“具有独特品味”(which咖"havmgwhenⅡ锄ls蛳ng“lv口血蛾m峨
evennothaveamatch6.2.2LoanTranslationproverboridiominthetargetlanguageloantranslationprovidestheaonstm)egsinthetargetraisestheadvertisement’spopularityandconversely
togoodsalesoftheadvertisedmaAetwitha翻mseoffamiliarity,Ⅵ,hichis越删om掣啦'bingandmayleadaproduct/servicestlength.TJ岫"efoge,theauthorconsidersitgoodapproachinadvertisingtzanslation
1)WearingisbcHeying
百闻不如一穿(LOVABLE删de刑鞠nTheadvertisementobviouslySomeol圮hastranslateditbort-o懈theEnglishproverb"Seeingisbelieving.”into“一穿就知道.竹
2)Mygoodness!MyGuinness!,此酒只应天上有
Theexampleis
andtranslateit8/1adforbeer.We∞nimitateafamouspoemline呲曲只应天上有”into。此酒只应天上有”.Itbeoomc¥smootherreadingandtouchin晷‘
。6.2.3Target-language-cultureOrientedStrategy
l】Hejustkilledthelastdragon!柯达胶卷,属于你的家庭欢乐。ThisistheadvertismgsloganforKodakinAⅡ商caaocompaniedwith
aacorrespondings。c∞in
Westernwhichalittleboyisuamptmgonadragonwithbloodyswordinhishand.Inthecultme,"dragon”isthesymbolofallevilendfiercemollstel-.However,toChinese躬
聊城大学硕士学位论文
lyeople“龙”issome,thingsacredandauspicious。anditsymbolizestheancestoroftheChinesenation.Inoldertoexpl删roChinesemarket,Kodakcompanya,loptstheslrate舒ofadaptingtotheChinese
theculture,舯粼砸ngtheadvertisement“柯达胶卷,属于你的家庭欢乐”.Althoughisradicallydifferent
allzactChin雠versionfromtheoriginalOlle.it啪sU'ikeChineseconsllmel嘈’heartand
imloortaneetotheirinterest,becameChilacSevalueorientatiomattachfamilyandhome.
2)IntelInside.(Intela正)
一颗奔腾的心.’,
一flitislramlatedliterally鹪“内装英特尔(中央处理器)卵,itmaybediflieulttoattracttheattentionofChinesecOIISUmeI'S.InordertOstimulateClaincseCOllSUmel暇’interestanddesiretobuytheproduct,thetranslatoradoptsthetarget-language-cultureorientedstrategy,andaptlyemploysametaphoraladpunin
thehis柏璐I撕。皿“一颗心”(aheart)isusedtometaphorizedoublemeaningshe∞e,inwhich
one0111eimportampositionofCPUwhi,lt:“奔腾”hasindicat鹤themajor芦odl】IctofIntelCo.,Ltd.,"Pentium",andtheotherrevealsthespeedy
outcalcIIladngcapability:ofIntel’Sproauet.OnceChine贮collsimlel瞎findtheimplicit
rnesnin挚oftheadvertisement,they
name"Pentium"inmind.willbeinterestedinIntel’Sproductandkeepthebrand.
6.2.4Usingli.our.-clasraeterComooundlsaddl。srmllelStrncturu
Four-clmraetercompoundsandl伽'ailelslrueturcs矾two
totypicallinguisticfeaturesinChineselangollllgc.TohelpChin髂econStllmel'SundI玎刚删andremembertheAD,awise
IramlamrwilltakeadvantageofthelinguJ菇cfeaturesinChineseculture.Thefollowingexamplesflcrvetogiveabetteranalysis.
1)Neseafe,goodtOthelastdrop.(Neseafead)
.雀巢咖啡,滴滴香浓,意犹未尽..
2)Spoeialpurchasetoo-:goodtOmiss.㈣l黟ad)
quality.(Ni鹞皿呻特价购买,机不可失。31NissanTopsallotherJst啕nesemanufaenn髓in
,Nissan汽车,质量超群,技压群芳。
钔Adiamondisforever.(DeBcerad)拍
聊城大学硕士学位论文
钻石恒久远,一颗永流传。
5)WherethisawayforeartllereisaToyota.(Toyotaacl)
车到山前必有路,有路必有丰田车.
Four--charactercompoundsusuallyconveyprofoundsenseinverysimple蚓玎Kn麟withstrongrlaythmandrhyme,suchastranslatedversions1,2and3,whileparallelforemphasisandstructure甓艄heiglIteningtheeffectivenessofexpressionsbyI翘Wancingwordandword,phraseandphrase,andsentence加以sentence,撼illustratedintramlatedversionslto5.Duetotheexpressiveandeffectiveimpactth巧咖mak,e,folu--dlaraetercompolindsandparallel
m-eappropriatelyemployedin鲥nK=tI腑埘widelyexploitedinChineseadvertisements,especiallyinslogans.Furthermore,they玳easy
Englishtotoremember.n哪哝'%theyIramlaliollfromChinese.Withthehelpofthetwodevices,thetranslatedversionsinlto:4粥smoothtoread,easytorememberandleaveade印imlot馏ion011Chineseconslmlert’6.2,5RhetoricalTransference
Rhetorical仃锄塔fh谳m朗ns伽sf弧ng佃e
advertisementtotherhetoricale=q嬲ssionintheflOUtCesa蛳rhetorical
togivelocaleXlm瑚ioninthetargettext.Inthisreaderandtoway,t—篮桶cal‘leviccs晰mmsferredcolor,to越嘣thegiveasel咽eofintimacy
betwee虹thetextandthel-i剐er.Thisapproach
asacloud,isespeciallyalpplieableandhasbeenmuelaemployedinEnglish-Chi麟advertisingmmslalion.11Light∞abree瑟,psoil
a轻似微风,柔如浮云。
.ThisisadrY.A;advert.Imaginethesla'okingfrom扎breeze(微风)andthedriftingofa
peoplecloud(浮云),fewc缸resistthetmlr脚onfromsucheomfortableandbeautifuldr暾
theFurthermol孵.thedifferentre,lderingofthe
colorfulnessofChineselanguage.The
definitelypreservesthebeautyofthe
21AwordtOwealthy.two‰”into“似”and“如”perfectlrshowsinitsChineseVIlI'SioII.transfel舳eeoftheoriginalrhetoricalexpressionflourceadvert
一言致富。
’.Thisis趾adforCitilmkusinga阻g掣删∞甲mssio吐ltylm'bole
set
417ispopularinbothEnglishandChineseadvertising.Therefore,la-atlsfereneeiseffectivelyused.intheIrlmslalionofexaggeratedexpressionsinadvertising.Moreover,tlacconciseexpt'ession“一言致富”is
聊城大学硕士学位论文
characteristicofChineseadvertisinglanguageandthereforeeaterstoitsChinesereaders.
TramfereneecanbealsoemployedinolhcrrhetoricalexpressionsinE,glish-Chineseadvertisingtranslation,forexample:
一31TryOllUrc011眦You'llsmilefromeartoealr.,r请尝甜玉米,包您穗穗开怀。
…Theword“ear"龇咖‘‘l:k
betweensoundandtopp毗ofcorn”or"theorganoneithersideofyourheadear"tllatyouhearwith".Whenitstandsfortheb,xtyorgan,thephrase"smilefrome缸toai:lxlicatesthatSOlneOl扯isverylulpr,j.TheChineseversioniscOntll妞ion
,"thetopm嗵isvery越t伽Cl'eationforthestillkeptinthetext.Inthefeeltranslation,“穗”皿髓珊p眦ofcon矿and“穗穗开怀”m黜"to
with“岁岁”that
me,talktome.Ith印pyeveryyear"腿‘‘穗穗”is¥hatillga’pronunciationrefersto"everyyear',:.r、4)Holdme,touchsp朗l【syourLanguage.(Nokia)
?,抓着我,摸着我,与我说。它表达您的心声。
一?The
sofirstpc咖alpl'onolllnWispersonified∞humanbeingandimpressesitsl'lxld@l'Smuelathatitisnotonlyverydosebutalso丘皿iIiartohim.Besides.theadcontainsaseriesof咱面m出andemotional"verbssuchaS"hold,touch,诅lk竹torelateto‰矿.Therefore,ita眦sabeantifulimageinthereader’smindthatthephoneitselfistalkingquietlyandpassionatelytoitsOWlet.
6.2.6Rhetorical
RhetoricalReplaeenamtreplacementlnesnsreplacingo位rhetoricalexpressionintheSOI.IlrCCadvertisementbyanotherinthetargettext.InthisThepurpose
produceway.the血toriealelements勰preserved.totllatofl留flacingonerhetoricalexpressionbylmothcrinthetargettextistoattemptto013.the∞c印to侣∞effect船close船possible
.obtained∞thereadersoftheSOIIII优缸≥n
nflit’Sgottobeclean,it'sgottobeTide.
要清洁,找汰渍。
TheSOUSeadvertforTidedetergentemploysIep甜ti∞toemphasizetheefficacyoftlaeproduct.Whille
锄dhelpfulinal嘁version,r叫Jlionisl℃plneedbypersonitiealion,erealingakindhumanimage.In恤way,al痢tivefeelingisevokedandthecomm骶ialeffect
柚isenh卸m随
聊城大学硕士学位论文
。2、AppleThinks
Di您慨
Chin雠,the
personifiedexpressionisreplacedI,y
a
苹果电脑,不同凡“想”.
The
SOUI_ce
advertfortheApplecomputerstakespersonification勰itspowerfulweapon.
a
When
itis
tramlatedinto
petody
Iranslation.The
tramlatedversion不同凡“想”is
l∞rodied“p形ssi咖from不同凡响.
"rnroughreplacement,thecommercialeffectisstrengthened.6.2.7
No小而etoriniTranslatioo
hadverlisingtmmh甜ion,forthelackofdose
itmaybenoeessatytotranslateSOmefigurative
corresponde嗽infigurativeexpressions,
exp瞄..siom
tramlated
in
tlae
tat'tinforms
SOIH'∞Ia啦滞I,y
tk
reeepto幅
non-figurativephrasesinthetargetlflllgUS.gllI'ifthe
effeetivdyandappropriately.Thisinnovativeteelmiqueappfiedtothetranslationofrhetorical
expt黜siom
example:
in
advertisementsrequires
-,
n岫more
creativityfrom
the
lramlators.For
11111iI】l【again.ThinkCanolrl_
梦寐以求是佳能。
Inthe
Iramlated
a
versionforCanoncamera,theparallelstructureofthe
adOl,tⅨtFurtlaermore,theChinese
sou嗽text
is
givenup,whereas
pl聪Chineseversionis
idiom"梦寐以
求”锄alwaysbringoutrielaimaginaliollinitsread蕊.
2)F嘲h叩with
Seven-Up.
.
君饮七喜,提神醒脑。
Inthe
flOilll"∞advert,therepetitionofthe
word‘、矿makes
itrhythmicalandforceful.
However,whenitistramlatedinto
Chi喊repetition∞n’t
definitelybe
tram-ferredifitwe∞
renderedliterally.Therefore,thecl'ellti'vl:lranslatorsadaptitintotwoCIlinesefour-character
蛐mct哦sandin
thisway,thespiritoftheSOUl'lgetextisvividly
thetargettextsoundclosertoo山efrlaetoriealdevices
eonvc'ycd.And曲ndol毗ionof
suitablefornon-rhemzieai
n圮word“君”inllkcs
ThereIr'oa陷lalion-
ale翻Mne
its麒研,Iorsl
that戤especially
6.2.7.1l’llonetie1111Ietorie
EnglishandClaine∞tespcefivelypossesstheirdistinctpho,leticsystems.Thesoundett'ects
eomist
ofonomatolx妇alliteration,rhyme.intonatioll,slzessand
49
SO
o忆InIranslation,
聊城大学硕士学位论文
it’Snotpossibleto"Uanslate"soundeffectsunlesso∞wansferstherelevantlanguageunits,
tothebutthecompel僦onofsomekindmakesitpossible.It’sthesamephoneticrhetoricin
advertJsinsmmslation.
1)SensuouslySmooth
MysteriouslyMellow
GloriouslyGolden
爽口顺喉,和醇耐味,名贵高尚。
Alliteration-iswellusedintheSOUI'V.agtext.The¥OUIlds/s/,/m/and|管vividly
Irauslation,theconveytheexclamationandmienofsatisfaction-fTomitsconsume舟.In
tobeadaptedtoanotherSOulldeffectshaveformforthelackofcorrespondenceinChinese.
21IntouchwithTomorrow.—-T0shiba(Alliteration)
.尽显明日新境界。,..一.
3)Sea,sun,sand,seclusion—彻dSpain!(~ljt∞砌衄)
海水,阳光,沙滩,幽僻之乡一西班牙情调!
舢Talkglobal,paylocal.--Telecommunication
全球通信,就近付款。:
Theaboveexamplesshowitisdifficult
tnmslatingrhymesintheSOUIV七language.
62.7.2Puntoreproduce,rhymeinthetarget18nguagewhile
Puns雠mostcoillmoninEnglishandChin船e-sincetheyaremosteasilymadewithmonosyllables.Thetranslationof.punsisofmarginalimportanceandofirresistibleinterest.
1jTheUniqueSpiritofCanada-
。,。7别具风味的加拿大酒,独特的加拿大精神。
,The
orword“spirir咖beexplainedas“sfiffdrink"(烈性酒)and"immaterial,intellectual
should他plDdI髓itwith
ormoralpanofman"(精神).InadvertisingUanslmion,thereadersusuallyrequireallpossibleinformation.TheUanslatora删contahlingthesamedoublemea血g,ifimpossible。he∞ndisuibuteitmtotwo
21morowords.Makeyoueveryhelloandrealgoodbuy.
每个电话都将可能给你带来一笔价钱合算的买卖。
,Thisadvertisforthepromotionofphonecalling."Good
如buy"(价钱合算的买卖;便宜
聊城大学硕士学位论文
货)ispunnedonwith“good-bye”(再见),
6.2.7.3PIrody
Advertisersliketo
suchascr哪eh‘翔棚面嘲endslogansbyimitalingexistinglinguisticsmletalr%idiom,proverb,allegory,sllying’songandSO011.¥udaling,istie
verymuchuponasmlctnres峨usuallysocial盯ecologicalrathercultttre-sl赋ifie,th砒is,theyd印endsl墩ifiG
mti.g.Finding
themostsatisfactoryequivalentsforsuchpa似liedexp,戚ominadvertingiso船ofdifficultaspectsoftra.sla衄。
,nAlliswellthatendswell.。.r烟蒂好,烟就好。
TheSOUI优textisawell?knownproverb.Employedinthiseigamkadve—t,fileword"end"takesuptwopunningdementsinit__as
targettextisafl,verb“结束”and鹤anoltm“香烟蒂一The-.,j,refer∞eefromtheChinese
aequivalem“结局好,全都好.”.ThefollowingIi'llnsll出onis
,.modelexampleofabsoeoingtheidiomin.thetargettext.2)CatchtheRaineheetahsandcheattlaerain.(P,,ainehect【日h牌雨衣广告).
,
:有了Rainelaeetah牌雨衣,你可与雨嬉戏。一..
.一ThebrandRaineheemhhas曲时s扣mpfonlillci面ollwiththewordRailx.he刮【cr?Rllineheateris
6.2.8l咖'odiedfromwindeheater(防风上衣X∥.t
B代㈣of
啪veftalltheM-k啦AppropriateAdaptatiominTnmsbttion—thedi伍el'ellCCSbetweenChineseandE.glish’itissomelimesimpossibletoSOIH'∞la珥孵informationintotheImnslalion-Inthis∞se’也emmslator
Oilshouldmakeaoprol,ri越e钗bpl蚯∞sinthelightof印∞蚯ceonditiom.Basedthesmitegy,
threeb越ictacticswillbel击lizedintheactual’atDplieatioQofthe
advertisingIx'anslafion,namely,replacement4additionandadorell'a13面el'Sofabridgement,锄welt豳eompemation.
6.2.8.1Replacement
AdvertisingcomplyingwithtargeteultlmrevaluesandcllstolTI.qal℃llllOlt℃likelytowinoonsumet’sheartandachievetheSkol瑚ofadvortisiugtranslation.?so.inIra.slatillgthiskindofadvertisements,丑replaeemc'latof
noeded.s01.n-ceculturevaluesaDdcustomswithtargot删蝴矾
聊城大学硕士学位论文
1)Just
"Justdodoit.(Nn∞Sportswear)’:it"istheforcefulslog锄forthe
isworid-rellowned罐DrI舒ve盯bland"NIKE':In‘:hine%it
translated
whichas“想做就去做(do鹞youlike)"“只管去做”embodythefullypursuit‘10f,freedom?锄d
individualismof恤,,Amerieal拄Ⅵ,h∞.it.啪s.first,:
吣lamt
t。|magetoinHongKong雏“想做就去做”,衄ysloganwaslikelytoinduceiO叫1sume侣compl血edtha土the
蛐d
youc咖s.Itis恤changedi删50。应做就去做”(do罄.。peopledown.:-,bel班ve舔theylikewithoutobcyingsocialrulesshould)andcalmed
2)Welead.Othel晤copy.限icohcopier)
蝉WeIea正Ot血ers
OntheOlle眦itcopy'’istheslogan-forRicohcopier,inwhichtheword"copy"isapun.refersto缸fUll'OHofti蟹哪hine.Onthe0th盯hand,itimpliesth缸
fromitTheRicohcopierplaystheleadingroleinthcfieldofc0阚andothe幅a聆le出'mg
west咖customChine∞tradition,is删嚣Iy,∞cialidaIIit),彻d∞∞ptabili锣.Retlected∞advertisingofovertly∞曲d舶cewiththe吣lation,thetranslatorneedstoreplacethe
Chine∞customofmodestyandsocial∞∞pI;Ilmity.A.suggestivevernonis“完美科技,超凡先机一尽在理光复印机?’0e哝娥^∞蛐gy,incom】p锄ble唧邺帕m时-Rieoho叩ier)“完美科技”.h鹞fully能舯潞edtheempl】asis蚰itsadvancedtechnologyoftbe0riginalad帕晒吼嘲LAnd“超凡先机”h船∞ne咖dtheIe耐i呜roleoflliemhcopierl∞intedoutbyaⅡ珥∞o岫∞鹬!譬”.It
covert龇唰、∞i吼Anda岫misu耐锄ong恤tbI臀words墩”,“柑and“柑wh浊isasuitable托硼耻锄entofo删confidencewiththemodesty锄do删—.‘妇eoftl他C五iIlese.
Different.(Applecompmer)3、AIppIe111inks
一’j苹果电脑,不同凡“想”
㈠一。Tk卵忧协钯,【temployspe巧叩ifi翻垃。咀-t0哪叩蛔sizethesp∞ialfimctiomofAl印lcComputers,骶血雌ap哪f6d柚dheI洲h珈啪ima辨.,In位Chin雠version,thepersonifiedexpressionisreplacedby
versionli鹳intl砖I睇of不同凡“想”,a删ed
S2apa砌砌胁slmio几The∞船ofthc仃{msl;Ilcdexpressionfrom不同凡响.n吼Igh
聊城大学硕士学位论文
hasbeenmade,the
replaeement
commercialeffectis
strmgt胁ed.-
j.
。
6.2.8.2ComOeltsatioi
?,
j
Inadvertisinglramlation,曲呛principle
istoachievetlaepresetgoalofpe口rsuasionof
as
consumersandpromotionofplo由Ic纽skopostlaeorioputsskoposrule
the
pri.cipal础e.
lang啦l辨
the
Thatistosay,governedbyskoposlheorie,theeffectstobcaelaievedinthetargetoutweighboththecontentandformofadverliselnelltinadvertising
tramlatiozl.What
translatorneedstodoisto田allhisbesttoolmmizethetnmslalion,inwhielawaythceffectoftranslatedtextwillbepossiblybetterthantheoriginal,
;j
ItiscommonlyknownthatdImngthepfo∞豁of
tr锄nlalion,岫willw咄the
beloss
ofvaa'io恼
degreesconcerllingtheconveyanceofinformationand.theIlcllicvcmemofeffects.Inorderto.
eompematetheloss,rlaetorieal
a
devicessuela
as:尹a∞dy,9un,’mid
alliteration,a艟、freq.e.tiy,
applicationof
utilized.Through
dcvices
pI碍On
theformandmt盈ningof
exertfavorable
rl僦ofieal
advertiseme础willeffe,出oncon飒加由懿.The
:,
followingexamples
willprovide
e,lightemm蛐andinspillltiol姆..。i
p甜od
’,1、WorkoutWithoutWearout(Flamingo-Hislx,mshoes)
,
,"Workout"me蠲“a
ofilltensiVephysical臼aini呜竹-Itiseasilyknownthat
'~vearout"isoriginatedfromthephrase‘'wearOUI[”.meaning‘‘cal姚som,el:laing
tobec,Oll豫
useless,th蒯‰or.exlmstedthroughug—and"causesomebodytobee,omea山棚ls幻d;liro
somebodyout".Thewholesentencemcan,sth砒e-qe=llifyouwcarFlamingo-HisportsshoestotakeupintensivephysicalIraining,theshoeswillnotbedamagedandyouwillnotfeeltired.Thus,
besides
three
allilea'ations,.UⅡ∞assonances铀dth玎瞎rhymes
a
inthe
English
advertisement,血e坤is
rendersuch
lz
punof"wearout"init.It
is∞al哆atoughtaskfortranslatorsto
creativeanddelicateadvertisement
It伽beminslatcd∞“不穿不知道,一穿真
habits.1ksmletl玳of。不
奇妙一火烈鸟运动鞋”.In
this彻1dl池g'arlaymeisobtsinedbetwe饥“道”and“妙”。,。不
form,typicalofChinesephonetic
a
穿"and“一穿”a把symmclrieal穿不知道,一穿真奇妙"is惊人”andaslogan
parodyoligi.ati.gfromtwoChineseidioms“不鸣则己,.一鸣
forCCTV’sl加gram“正大综艺”,:“不看不知道,世界真奇妙”,whidl
iswidelyknownbythe
一
ma鹤majority.,一
eggS;(Eggadvertisemom)
-21
We
knoweggsaetlyhowtosell
Eggsaetly,whichstemsfrom"exactly",is姐intentionalspellingmistake,inwhichthe
船。
聊城大学硕士学位论文
advertised
appearsprodllct“egg竹app髓聊ltowcver,。thePLay011pronunciation,theadvertisementOrdelicate棚c删ve.Inordertoachievesimilarbettereffect,sD鹏lossisitlevitablealadeompe峭ltionisneededsinceitisalmostimpossibletoadoptthes锄ephoneticeffectintheChineseadvertisem髓tforit.Asuggestedla融nslatioJais“不求完美,‘蛋’求鲜美”.Firstly,the阍ldl耐喀usesBrepetilionof“美”一whichaddsthephoneticbeautyoftheadvertisementSecondly;alⅪurodyisappliedbyimitatingthefamomChinc∞saying“不求天长地久,但求曾经拥有”.叻e血I舶ingoflhewhole咖sIa捌advertisementistlmtthereisnOneedforpI玳Illing
thepoint¥inl∞inpcd妇egl酷;丘esh咖sa尬jIlst球翩∞碟捌[ningeggs.Itisconcise蚰d幻reality,whm脚Ie
to,thechooseeggs,theygi.e呻rilythc觚hne船,砌let0paying伽e
60.9k啦Cen-jⅡwo岫l/n-b'枷lzted
ljl【csha豫color甜size.’:二.一&Igli血wordse_,.∞m’.cn,win曲啪)四锄d鲫‘Onhave砌酣woddwide
uslmUy鹏tainbc}也tbe
isalso鲫ited
may咒∞gni6加舳d,丑∞d。not幻be拥狙sl越ed越a11.。T|翟d哟璐maygraphicsandte】(toftl把ori酉nal孤I、,a吐singwhentheh训n咖eisverystrong伽theglobalbe趾market,锄d协恤ethe埘DdIlct心捌sverylittleVclbalsI单啡Theno-dmges眦egybIand曲m船of∞嘣n珥ⅨIllc协like弘d.砌船,dlin虹c0戚Ⅲ嗍,etc.n
tedmiquet0叫e咄尬hingleave鲫∞oftl砖wmdsin阻a“吲isem衄t衄蛐sI锄ed’such鹪
s呲trendywofds叫high搬h啪fdsintheEnglishlallgtlagc.Let’s辩theexamplesbelow..
一.1、S衄:We.rethedotin,ff,oln?7
:jS皿是瑚m中的亮÷点”。j。
youreyes如the‘2)0pen
r。cworld(Slogan):mwm'td's踟lel曲:world’so悄国际新闻网让您放眼看全世界(口号):1kne奶leader.
,.(oqNI删舶阻曲naI)
31VOX.111e蛐帕olhe乱of恤mouth,
.一VoX酒至柔至醇aJ
Thcabove钺Iv盯出嘲瑚椭眦inol它likelyto珥Ip翰rin皿啊,sl硝p哪andm雄洋血瞄
in伽pI吐鸥锄d协r窖etmthe∞咄mmmwhoeitherwork缸thehightech
companies盯哦inte:resmtinthe蛳恻鼬tre缸Toman,聊ish啪rdsⅡkc^印∞ialized
cyber,.咖瓣mole
versiom‘一,easilyre∞伊lizedandtb_噼mo∞砒蛐g
盟th趾thetranslatedChine∞
髀城大学硕士学位论文
6.2.10EqulvlllmtCorrespoBdence。
equivalentF_xluivaleaeecolTcspondcn∞髓障媚嚣thecomlmlnicstive‘effectOn岫切增吐,
alldi∞cewithspecificculturalexpe,喊ionsandneeds.AndinordertorealizDtheequivalaaeesometimesthetaa'get
looktexthastobetransformedandresmmlm甜inthetargetl姐guage.Let’sat缸followingexamples:,
thanthesword.ThepenisaParker÷?1)Thepenismightier
千军万马难抵大笔一挥,此笔乃派克。
Herethepenandtheswordmetaphoricallyrefertopeacefulforceaegotiati加andmilitaryrespectively.Just猫锄oldChinesesayinggoes,“文治胜于武功”.111istzanslafionis
110muchbetterttmtheliteraltramlalion‘‘笔杆利于刀剑,Andtheequivalenceeffect.is
matchforit。
2)Good血ne,Greattaste.—小如DOllllld'¥
美好时光,?美味共享t一麦当劳一,
11listranslationnot伽Ilyconvoysthemeaningbutalsobepstheform?31Theorangemostcstintheworld.--Sunkistofanlitl岱is.r..世界上最最优秀的橙汁一新奇士。。。Thecoinedwordmostestisusedtoemphasizetheinthein伽衄parable删ityoftheorange.SoChi懈emmslaliondouble“最"湖achiovethesame胁白r蛐emeffect,∥
只溶在口.,不溶在手。—M&M巧克力4)M&M’smeltinyo皿脚u啦notinyourhands.一M&M
Thistranslationnotonly托producesthe∞n昱eoftheflOUl'∞text,。butalsot,ake8four-characterformoftheChine∞idioms,SOitquicklywentintotheheartsoftheChinesepeople.
6.2.11(:ullturmlCoJapenution
Inthe讲a酬iceofadvertisingIranslation,sometimestheeulture-loadedwordsinthe到矾l脱text
withdistantl把'tweenlanguagesmaynothayeequivalentsinthetargetlanguage,especiallyeultur鹤.When剐)lmd
toorvisualeffectwillbelostinliteraltranslation,culturaleompemationisapplied
1)Timeismakeupforthelost.whatyoumakeofit.-Swateh
天长地久一斯沃奇手表,S
聊城大学硕士学位论文
Chineseconsumerswillcertainly
beenatalossifitiswanslmadlitenmlly.Sothe-targettexthasadjustedtotheChineseculture’,
21Becomewhat
,。you搬.--Locaste潇洒人生—I.0ca咖饮料,
Chinesetranslationcaterstotheexp(Ⅺtatlonsandpsychologicalndx[softheChineseaudience,especiallythe
theirparents’.
31Adiamondisyounggenerationwho眦inthepursuitofalifestyledifferentfzomforever.一DeBeers.
,钻石恒永久,一颗永流传。一德比尔斯(钻石>
ThisverysuocessfulcommunicativetranslationnotonlyconveysfaithfullythemeaningoftheSOUreetextbutalsotakestheformofChinesepoemandcaterstothetasteofthe.Chinese锄】‘li∞∞.Therefore.tOsome
Advertisingtranslationplays
productsorextent,itiscv∞betterthantheoriginal.,一“.animportantroleinpersuadingpeoplepurchasingitsaservices。Excellentadvertisingtranslationiseasyforproducttoenterthetargetmarket.ErrorsintheIranslafionofbrandn,'目lllesandadvertisingsloganswillcostbusinessesmillionsofdollars,not
fortotomentiondamaongtheircre,“bilityand托pl枷onItis
placesahighernotenoughtramlatorsmerelybe自miⅡ盯withtheiladvetongue.Theorientationofadvertisingrequirement
fuHytranslationttu'nsfromliteral.uanslationtooncultural(ranslafioualsotheadvertisingWanslators.Itisofgreatsignificancefortbelranslators(ocomprehend
therolesofadvertisingtranslationandtakeappropriatestnuegiestoproduceexcellentVa陷溉sofadvertisingtnmslatin也
聊城大学硕士学位论文
Chapter7
Conclusion
Advertisingisreferredtothenon-personalcommunicationofinformationusuallypaid
forandusuallypersuasiveinnatu把aboutproducts
Of
commodities,s朗’i嘲or
must
attract
ideasby
identifiedsponsorsthroughvariousmedi也Advertisementstheeyeofthe
a
c删啮u嘲without
beingirritating,andleave
use
a
lastingfavorableimpression.Rheloricis
a
dewiationfromtheplainandorcUnmyofwordswith
view
to
jn口翱她orstrengthening
to
someeffect.Variousrhetodcal出Ⅳi∞semployedeffectivelythatthey翻奠vetheadverdsingobjectives.
As
a
in钺h喇sil坞戤proved
work
SO
varietyofhng啦Igeforspecialpurposes,adva'dsinglanguagehasmanyuniqueandlinguistic
interesting
ch啪蒯鸭the咖dy
of勘百ishadvertisingisquitenecessary
and
veryuseful.Thisthesispresents锄initialstudyof
in
the
distinctivefeatm-esof
Engl曲
advertising
texts
termsofdiction,町巾taxandrhetoric.PlentyofEnglish
advertising
headlinesorslogansareanalyzedtoshowthe
exploredinthisthesissurelydemandthat
major
linguistic:features.The
linIgUisticfeatures
advertisingmmslation
shouldhaveitsown
principlesandappro∞hes.
Advmismg位mslationdistinguishes
OWflBotions.such
as
itselffromo啦既typesoftranslationby
SOtR'Ootextandthe
boasting
its
theroleofthetranslator,theroleof
Uanslation
criteria,etc.Accordingtoskopoetheorie.translationitselfis
a
formoftranslationalaction
or
based
011
theSOUI"Ce把xt
and
any衄s王adonalactionisdeterminedbyitsskopos--theaim
andcomprehensive.
purlx嫩of
thetranslationThecriterionoftranslationisadequacytotheskopos.Thusthis
theoryprovestobe
hu蛐istic.practical
su眦gies
read懿.It
Thetraditionaltranslationpurposeamongthetarget
doesa’t
foradsO伍m
failtoachievetheintendedcommercial
Sk吣rie
alwaysdisguststheirreadersor
eV饥耐h辩s
them.
emphasizeclosecohcn撇be“嘞the¥OUIV.宅andtargettexts;instead,
strategies烈翻孙凼ngto
theintended
itdeclaresthatWanslatorscouldchoosethebesttranslationpurposesofthetargettextsandwriter
introd嘲sometranslations觇togies
p日吐蛐social
57
seadngs.UnderthegIlideofskepostheofie,the
a8
such
addition,adaptation...inthetranslation
ofadvertisements.ByanalyzingalRhenticexamples,the
rig'S
attempts
to
justify
the
一—————————————{塑i!!妻!堕圭兰堡堡塞
j:
‘
translationsu舡egiestheoreticallyandpractically.However,Imighthavelostsome,suchtheanalysismayhavecovetedaas,widerangeoftopics,buttheynotthoroughandprofound锄lJgh.Someofthedisgussi。衄盆‰jimpi鲥c.矗jthe二ampl酷citedratherlimitedandmaynotberepresenlativeenough.in血e穗鼬躺
■城大学硕士学位论文
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英语广告的语言特征及其翻译对策
作者:
学位授予单位:刘明信聊城大学
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