浅析广告词翻译中词的不对称现象
不对称现象随处可见，尤其他们的对应语之间，会出现语义不对称现象。
本文将通过对一些知名的汽车、食品等广告语进行分析探讨广告词的英汉翻译不对称现象，即翻译中语义的变化和词性的转换，并且总结英汉翻译中不对称现象的原因。最后提出可供参考的翻译技巧。23538
关键词 翻译 不对称性 广告词
毕业论文外文摘要
Title An Analysis of the Lexical Asymmetry between the Translation of English and Chinese Advertisements
Abstract
With the economic globalization and the economic development of China, nowadays, Chinese citizens can have access to some kinds of famous brand products made in or designed by foreign countries; in the meantime, many products made in China have entered the international markets. Therefore,the translation of advertisements seems to be significant.In the process of translating English advertisements into Chinese,asymmetry is everywhere to be seen,especially the lexical asymmetry.
Beginning with the analysis of the cultural differences between English and Chinese, the thesis will analyze asymmetry phenomenon by analyzing a number of examples, which are the advertising slogans of many famous car companies and food industries. On this basis,continuing with the examples, the thesis try to make a conclusion of the causes of this phenomenon , thus further studying the asymmetry between English and Chinese advertisements and putting forward some translation skills for translators to refer to.
Keywords translation asymmetry advertisements
Table of Contents
1 Introduction 1
1.1 Significance of the research 1
1.2 Purpose of the research 2
2 Research method 3
3 Literature review 4
4 The asymmetry between English and Chinese advertisements 5
4.1 Semantic asymmetry and the causes 6
4.2 Asymmetry of part of speech 8
4.3 Linguistic differences 9
4.4 Cultural differences 10
5 Strategies for translation of English advertisements 10
5.1 Domestication 11
5.2 Contextual translation 12
Conclusion 18
Acknowlegements 17
Bibliography 18
1 Introduction
With the economic globalization and the economic development of China, nowadays, Chinese citizens have become richer than ever before and some of them want to buy some kinds of famous brand products made from or designed by foreign countries; in the meantime, many products made in China have entered the international markets. In a sense, all these are due to the development of advertising and advertisement because it is advertising and advertisement that have made more consumers learn about the relevant information on all kinds of products and motivate the action of the consumers---purchasing products. Currently, advertisement has been an important and indispensable part of our daily life. “Alexander stated that Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” (Wang Weixia, 2011:17) Therefore, advertising is an action of using verbal and nonverbal elements to realize the purposes of the sponsors. “Nonpersonal” conveys the meaning that advertising is trying to exercise an influence on a group of people instead of an inpidual; “identified” conveys that a sponsor advertises in order to make himself or his products identified.