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归化与异化在广告翻译中的应用 [4]

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:9618

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.

br />  Longman Dictionary of Contemporary English (2004) defines culture as “the beliefs, way of life, art, and customs that are shared and accepted by people in a particular society.
 
 Culture is always a collective phenomenon, because it is at least partly shared with people who live or lived within the same social environment, which is where it was learned. It is the collective programming of the mind which distinguishes the member of one group or category of people from another.(Hofstede G, Cultures and Organizations. London: HarperCollins Business 1994:5)
    
A national culture is the set of beliefs, perspectives, motivations, values and norms shared by the majority of the inhabitants of a particular country. (Bennett R, International Business. London: Pitman Publishing, 1999)
 Peter Newmark defines culture as “the way of life and its manifestations that are peculiar to a community that uses a particular language as its means of expression”. (1988:94)
 From the American translation theorist Eugene A. Nida, who has classified culture into five types: (1) ecology, (2) material culture, (3) social culture-work and leisure, (4) organizations, customs, activities, procedures, concepts, (5) gestures and habits.
 And the most famous definition is by E.B.Tylor, who defines culture as “a complex whole which includes knowledge, beliefs, arts, law, custom, and any other capabilities and habits acquired by individuals as members of a society.” (Tang Xin, 2005:14)
 From all above the definition of culture we mentioned, we can see culture is shared by members of a group, which is not only confined the way we think, but the way we act. It is a way people communicate with others from the same or different cultures.
 3.2 Culture Differences Reflected in Advertising Translation
 The world we live like a multiple pot, where there are many countries and ethnics. They have their own culture, worldview and values. Therefore, when we translate, we must considerate the culture, belief, customs of them, and the way they think, and so on. If they don’t understand the contents we translated, we couldn’t arrive at our aim what we want.
Culture differences reflect in many aspects, such as literature, life, art and so on. In this paper, we just discuss the culture differences reflected in advertising. Advertising is the product of culture, which shows us the relationship between language and culture. The advertising as a kind of commercial product occurs with the development of the society and economy, and becomes more and more popular in our life. The aim of advertising is to persuade the people to purchase some products or educate people about social morality. To some extent, advertising is a special pragmatic type of writing, which contains a certain culture connotation. At the same time, advertising is also a cross-cultural communication. Therefore, when we design a advertisement, we need to consider many kinds of aspects, and the most important element is culture. Meanwhile, when we cope with the translation of an advertisement, we need to notice many elements, such as grammar, lexical, ways, etc. If the advertisement can not accepted by receptors, we couldn’t arrive at our final aim.
 Evidently, there exists culture conflict between different countries. And with the globalization of the world econo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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