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归化与异化在广告翻译中的应用 [3]

论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2014-05-26编辑:lzm点击率:9614

论文字数:5488论文编号:org201405251227445670语种:英语论文 English地区:中国价格:免费论文

关键词:归化与异化广告翻译Domestication and ForeignizationAdvertising Translation英汉广告翻译

摘要:Nowadays, advertising plays a more and more important role in our life. With the integration of the global economy, most of countries develop their economy at a high speed. And more and more national products aspire to enter the international market and become international brands.

categorized into the following:(1) the marketing function, in order to promote their own products, services and ideas well-known among the public, the businesses have to adopt many kinds of effective means to reach the goal. They pay lots of money to design the advertisements through various media so as to the customers to purchase their products, service or accept their ideas. The marketing function is the most important function of advertising. (2) the communicative Function: Advertising is a “verbal/non-verbal, public, one-way communication.”(Vestergard, 1989:14)As a basic function of advertising, through many kinds of ways, advertising transmit different types of market information to link the buyers and the seller. (3) The educational function, as we know, with the development of the society, the contents of the advertising changing, which not only make people know about the information of products and services through the advertising, but also play an important role in educating the public that is the public-interest advertisement. It reflects a nation’s culture and situation, contributing to a better appreciation and understanding of various nations’ ideologies. (4) The economic function, many enterprises and their products are known well by customers through the advertising. As a means of transmitting information, advertising encourages product improvement and stimulates competition among enterprises. In turn, intense competition among enterprises can result in lower prices, more and more customers purchase products, to a great extent, boost the economic development of society and prosperity of nation. In a word, advertising play a very important role in the development of society.
 And the classification of advertising, there are many ways to classify, but in this paper, only presents three main ways: (1) Classification by information- communicating way, including audio, visual and language. In common situation, the advertisement is a mixture of these. For advertisement, the audio and visual means are necessary, which can arouse the interest of customers, but adding the language would make the advertising more detailed and exact. (2) Classification by ultimate purpose. In this way, advertising can be categorized into public-interest advertisements and commercial advertisements. The former tries to educate the public promote their moral quality. The latter make a certain product know well and boost the image of a certain brand though the mass media by the manufacturers and enterprises. (3) Classification by advertising strategy that involves hard sell and soft sell. Hard sell means to promote sales forcefully and aggressively by providing the readers with detailed information about the features and the advantages of the products. For example, “Perfume heralds a woman’s arrival and prolongs her departure.”(CHANEL)Soft sell means to arouse emotions of people, create a pleasant atmosphere among the audience. For example, “Diamond is forever”. (DeBeers) (译文:钻石恒久远,一颗永流传。)    
 
 Ⅲ.Culture and Advertising Translation
 3.1 The Definition of Culture
 At the beginning, the word “culture” originates from German kulture, which means the training of people’s body and spirit, especially the training of the ability of arts and moral. At present, there are up to 160 kinds of definitions of culture. In this paper, we just talk about some of them.<论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。
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