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归化与异化在广告翻译中的应用 [5]

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:9619

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.

my and gradual integration of the world, in order to expand market in others countries, the businesses need to use the advertisement to promote their products, but they must know about the market they want to expand, know about their culture, customs, etc. there is culture sediment rooted in the hearts of different people in different countries, which is hard to remove. That’s why an advertisement of a same product has different version in different countries. The cross-cultural advertisers or translators must know well the cultural differences between the native market and the target market. There are some examples as following:
 1)     There is a kind of battery, which made in China. Its band mark is “白象”, sold very well in domestic market and other Asian countries. However, when the brand of this kind of product was literally translated as “White Elephant” and exported to the western countries, which couldn’t be sold. Later people found that “white elephant” in English culture means stupid and useless, as a burden. Therefore, no one would buy this kind of product has this connotation.
 2)     Lotus is very beautiful flower favored by Chinese, which means honest. And the brand “ Lotus Gourmet powder”( 莲花牌味精 ) has fine quality and loved by Chinese family. But when we export this brand of gourmet powder to Japan, we must change the name, because lotus is associated with funeral in Japan.
 
 Ⅳ.The Strategy of Advertising Translation
    From ancient to modern, eastern to western, there are many kinds of translation theories. The translators have own theories and understanding of the translation.
 In ancient China, there were many famous Buddhist translators, Xuan Zang (玄奘),Zhi Qian (支谦) and so on. In the modern period, from the end of 19th century to the beginning of 20th century, Yan Fu (严复) and his famous translation theory “faithfulness, expressiveness, and elegance”; Lin Shu (林纾) were the representatives. Their original intention was to translate the western book, in order to make the Chinese know the advanced technologies to develop our country. With the development of our country, there emerged more and more translators and the field of translation become much larger. Fu Lei (傅雷) and expressed his “spiritual resemblance theory”( 神似说), etc.

And for the western translation theories can be traced back to the early the 3rd century. To the modern period, there are many famous translation theorists, Peter Newmark and his “Communicative translation and Semantic translation”; E.A.Nida and his “Functional Equivalence”; Lawrence Venuti and his “Domestication and Fofeignization”.
All of these theories can be adopted in advertising translation. And in this paper, I just discuss the application of Domestication and Foreignization in advertising translation. 
4.1 Domestication and Foreignization
 Domestication and Foreignization are the two strategies in dealing with the differences and conflicts between the source language culture and the target language culture when we translate.
4.1.1 The Definition
 The two strategies are advanced by American translation theorist Lawrence Venuti, according to him:
 
 Domestication is a team to describe the translation strategy in which a transparent fluent style is adopted in order to minimize the strang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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