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Pragmatic Failure in English advertising language translation of the similarities and differences and commercials

Author: MouZhang
Tutor: WangYuanXin
School: Central University for Nationalities
Course: Linguistics and Applied Linguistics
Keywords: Advertising Advertising Language Advertising Translation Pragmatic Failure
CLC: H315.9
Type: Master's thesis
Year: 2004
Downloads: 1742
Quote: 4
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Abstract

The ad is accompanied by the generation of commodity exchange appears, followed by the rapid development of the advertising industry in the commodity economy driven. Accordingly, more and more advertising, and the field of linguistics who had a keen interest in advertising language research and give a general concern. China Chinese advertising started in the eighties, the advertising English monograph introduction of foreign advertising. At present, China's advertising the Chinese and advertising English is in a flourishing state of endless research, but carried out a comparative study of the English advertising language also few and far between. This paper reviews the history of advertising language study, a brief introduction to the status quo, on the basis of summing up the results of previous studies, summarized the similarities and differences between Chinese and English advertising language. Chinese-English ad in speech to the audience through the use of short monosyllables and use of rhyme rhetorical, to bring the beauty of hearing. More syntactically simple sentences, elliptical sentence, interrogative, imperative sentences, advertising condensed and easy to remember and more attractive. Chinese Advertisement frequently used the of commendatory adjectives and adverbs to express the positive tone and the use of a variety of rhetorical devices to increase the beauty of advertising. The outstanding performance of Chinese advertising language differences in the structure of language and the social and cultural aspects. Speech features of Chinese homonym in Chinese advertising, the form of a two-syllable reduplicated phenomena abound, and the flexibility of the English word inflections prompted English ads often use created characters, misspellings, and other techniques, through word form changes to enhance the attractiveness of the ad. In addition, the Chinese advertising common even Sentence is also Chinese, a major feature of the Han culture in English advertising and rare. The different characteristics of English advertising language Chinese Advertisements into English brings certain difficulties, some Chinese advertising specific sentence and rhetorical difficult to find the corresponding form in English. Therefore, the Chinese advertisement translation should follow the principle of \Brief description of the main schools of translation theory at home and abroad to come to such a conclusion: Nida's functional equivalence theory and Newmark's communicative translation method is applicable to the advertising style translation. At present, China's advertising translation is in the development stage, the translational level to be increased, trademarks, ad title and slogan, advertising text translation in a large number of Pragmatic Failure, which seriously weakened the translation of solicitation. The main reason for these mistakes is the culture of the East-West conflict, mainly in the Chinese emphasis on collectivism, Westerners focus on individualism; China weight of authority, Westerners weight facts; the Chinese personality subtle, Westerners character straight Lu . In addition, differences in social institutions, forms of organization and social factors can not be ignored. The translator ignore values, way of thinking, and many other forms of social organization and cultural elements in the Chinese advertising specific pragmatic functions, while using the literal translation error, which inevitably cause Pragmatic Failure. Functional equivalence theory and communicative translation as a guide, the of advertising translation should follow three standards, that is natural, accurate and concise standards, hoping to help advertising translation.

Pragmatic Failure in English advertising language translation of the similarities and differences and commercials

Abstract

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