产品广告汉译英的转喻研究
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摘要
产品广告是一种特殊的应用型文本,其目标为“激发购买欲、保持购买欲,并促使实现购买行为”。对这种具有特殊功能的产品广告的翻译,应有别于一般的翻译。它不能以传统的“信、达、雅”为翻译标准,亦不能盲目追求“等值”。因为一旦盲目遵循,翻译出来的广告必定与的语文化发生冲突。广告译出来就应该像广告,应该忠于的语广告的形式,忠于译入语的广告结构。而它的这种结构,又是与其文化背景和认知语境紧密相关的。
作为一种基本的思维方式,转喻以人的认知经验为基础,用一种体验、经验去映射、构建和假定另一种经验与存在,使其更加生动、直观。这与翻译有着本质的相似,因为翻译就是借助源广告文本的经验来构筑目标语广告文本的经验。因此本文中,作者试图从认知的角度揭示英语产品广告汉译英中的转喻机制及其转喻对产品广告翻译策略和技巧的启示。此外,作者还通过对三十组广告翻译文本的说明与个案比较分析,来揭示转喻理论较之传统翻译理论在产品广告翻译中的优势。
通过研究作者发现：产品广告实际上是以部分代整体,或以部分产品特征来代替整个产品的转喻过程。而英语产品广告汉译英则是一个基于信息再加工的“理想认知模型”之上的转喻转换的过程。在该模型中,源语汉语产品广告中的转喻模式为英语产品广告中的转喻模式提供心理可及。而翻译,正是要将汉语的转喻模式转换为英语可接受的转喻模式。由于两种转喻模式具有文化性,因此反映到翻译当中,就要求针对不同的转喻模式选择不同的翻译策略和技巧。作者认为,对于两种产品广告中共有的转喻模式,应用直译的翻译方法,这样不仅保留汉语产品广告的形象,还使翻译出来的产品广告符合英语广告的结构与大众的心理期望；而对于汉语产品广告中不同的、或为文化属性所特有的转喻模式,则要么用意译、改写或替代的策略使其归化,要么用直译或音译加注释的策略使其异化,从而保留源语产品广告的形象。
总而言之,这种转喻的翻译方法,由于在认知和语言的层面共同掌握了两种文化中产品广告的转喻特点和大众的心理期待,因此就使它较传统的翻译方法有了无可比拟的优势与竞争力。
Product advertisement is a unique pragmatical text aiming to "arouse the intention, hold the intention, and enhance the purchase behaviors." Therefore, traditional translation norms of "faithfulness, expressiveness and elegance", or Equivalence Theory are not applicable in product advertisement translation, as distinct from common translations. There is a particular view expressed as to the translation norms of Chinese English (C-E) translation of product advertisements, that is, translated advertisements are still advertisements:they have to be faithful to the form and structure of native advertisements in English; otherwise, the translated advertisements will conflict with the target culture, since the forms and structures of advertisements are deeply rooted in English cultural background and cognitive context.
Metonymy, which gains its foothold in human's cognitive experience, reflects, constructs, and assumes one kind of experience by the aid of another kind of experience. As a basic thinking pattern, metonymy contributes to generation of tangible and perceptible experience by means of more salient formal experience. This working mechanism is similar to translation in that translation produces a target text on the strength of the source text.
In this thesis, therefore, the author attempts to investigate the working mechanism of metonymy in C-E translation of product advertisements from a cognitive perspective, and to explore its hints on translation strategies and techniques for product advertisement translation. What is more, the author also addresses the problem what superiority metonymy theory possesses over traditional translation approaches by way of exposition and contrastive case analyses of thirty pairs of advertisement translations.
The overall findings reveal that product advertising is in fact a metonymic process in which the advertisers utilize some part of the product to substitute the entire product, or they utilize some of the product features to stand for the whole product. With reference to C-E translation of product advertisement, the author regards it as a metonymy conversion process that operates within an event Idealized Cognitive Model (ICM) of information reprocessing, within which the metonymic models of Chinese product advertisements provide mental access to metonymic models of English product advertisements. The task of translation is just to convert Chinese metonymic models to acceptable English metonymic models. Due to cultural differences, separate translating strategies and techniques are required in terms of the type of metonymies, anyway. In the author's opinion, on the one hand, literal translation is appropriate for translation of shared metonymic models in two cultures, since it not only helps retain original product image, but also makes the translation conform to English advertisements' structure and appeal to English consumers' psychological expectations. On the other hand, domescating strategies such as liberal translation, adaptation and substitution strategy, and foreignizing strategies such as literal translation and transliteration plus note are respectively suitable for translation of different or cultural-specific metonymic models in Chinese.
In conclusion, metonymic translation is endowed with unparalleled advantages over traditional translation theories in product advertisement translation, as long as it masters the metonymic features in cognition and language in English and Chinese product advertisements, and it appeals to the psychological expectations of western consumers.
作为一种基本的思维方式,转喻以人的认知经验为基础,用一种体验、经验去映射、构建和假定另一种经验与存在,使其更加生动、直观。这与翻译有着本质的相似,因为翻译就是借助源广告文本的经验来构筑目标语广告文本的经验。因此本文中,作者试图从认知的角度揭示英语产品广告汉译英中的转喻机制及其转喻对产品广告翻译策略和技巧的启示。此外,作者还通过对三十组广告翻译文本的说明与个案比较分析,来揭示转喻理论较之传统翻译理论在产品广告翻译中的优势。
通过研究作者发现：产品广告实际上是以部分代整体,或以部分产品特征来代替整个产品的转喻过程。而英语产品广告汉译英则是一个基于信息再加工的“理想认知模型”之上的转喻转换的过程。在该模型中,源语汉语产品广告中的转喻模式为英语产品广告中的转喻模式提供心理可及。而翻译,正是要将汉语的转喻模式转换为英语可接受的转喻模式。由于两种转喻模式具有文化性,因此反映到翻译当中,就要求针对不同的转喻模式选择不同的翻译策略和技巧。作者认为,对于两种产品广告中共有的转喻模式,应用直译的翻译方法,这样不仅保留汉语产品广告的形象,还使翻译出来的产品广告符合英语广告的结构与大众的心理期望；而对于汉语产品广告中不同的、或为文化属性所特有的转喻模式,则要么用意译、改写或替代的策略使其归化,要么用直译或音译加注释的策略使其异化,从而保留源语产品广告的形象。
总而言之,这种转喻的翻译方法,由于在认知和语言的层面共同掌握了两种文化中产品广告的转喻特点和大众的心理期待,因此就使它较传统的翻译方法有了无可比拟的优势与竞争力。
Product advertisement is a unique pragmatical text aiming to "arouse the intention, hold the intention, and enhance the purchase behaviors." Therefore, traditional translation norms of "faithfulness, expressiveness and elegance", or Equivalence Theory are not applicable in product advertisement translation, as distinct from common translations. There is a particular view expressed as to the translation norms of Chinese English (C-E) translation of product advertisements, that is, translated advertisements are still advertisements:they have to be faithful to the form and structure of native advertisements in English; otherwise, the translated advertisements will conflict with the target culture, since the forms and structures of advertisements are deeply rooted in English cultural background and cognitive context.
Metonymy, which gains its foothold in human's cognitive experience, reflects, constructs, and assumes one kind of experience by the aid of another kind of experience. As a basic thinking pattern, metonymy contributes to generation of tangible and perceptible experience by means of more salient formal experience. This working mechanism is similar to translation in that translation produces a target text on the strength of the source text.
In this thesis, therefore, the author attempts to investigate the working mechanism of metonymy in C-E translation of product advertisements from a cognitive perspective, and to explore its hints on translation strategies and techniques for product advertisement translation. What is more, the author also addresses the problem what superiority metonymy theory possesses over traditional translation approaches by way of exposition and contrastive case analyses of thirty pairs of advertisement translations.
The overall findings reveal that product advertising is in fact a metonymic process in which the advertisers utilize some part of the product to substitute the entire product, or they utilize some of the product features to stand for the whole product. With reference to C-E translation of product advertisement, the author regards it as a metonymy conversion process that operates within an event Idealized Cognitive Model (ICM) of information reprocessing, within which the metonymic models of Chinese product advertisements provide mental access to metonymic models of English product advertisements. The task of translation is just to convert Chinese metonymic models to acceptable English metonymic models. Due to cultural differences, separate translating strategies and techniques are required in terms of the type of metonymies, anyway. In the author's opinion, on the one hand, literal translation is appropriate for translation of shared metonymic models in two cultures, since it not only helps retain original product image, but also makes the translation conform to English advertisements' structure and appeal to English consumers' psychological expectations. On the other hand, domescating strategies such as liberal translation, adaptation and substitution strategy, and foreignizing strategies such as literal translation and transliteration plus note are respectively suitable for translation of different or cultural-specific metonymic models in Chinese.
In conclusion, metonymic translation is endowed with unparalleled advantages over traditional translation theories in product advertisement translation, as long as it masters the metonymic features in cognition and language in English and Chinese product advertisements, and it appeals to the psychological expectations of western consumers.
引文
1 See Zhao(赵静,1992：67)
2 See Guo(郭贵龙,张宏博,2008：37)
3 See explanation in Jia Wenbo's book Pragmatic Translation Theory and Practice,2004:P9
4 This explanation is quoted from Cai(蔡晖,2006：43)andtranslated by the author.
5 Ibid. P44.
6 See Chen(陈香兰,2005：57)
7 The definition to metonymy and the explanation to ICM are cited from Radden & Kovecses' paper Towards a Theory of Metonymy (1999) which appears in Panther & Radden's (eds) Metonymy in Language and Thought (1999:17,21).
8 This definition to metonymy is seen in the abstract of Dong's thesis(董成如,2004：6).The author translates it literally here.
9 For a clearer idea of the classification of ICMs, see Radden & Kovecses' paper Towards a Theory of Metonymy (1999:31-49).
10 More detailed explanation to cognitive principles is found in Radden & Kovecses' paper Towards a Theory of Metonymy (1999:44).
11 This title is extracted from Prof. Zhu's translation version of蜀道难(Perilous Journey to the Land of Shu). Prof. Zhu(朱纯深)iscurrently a professor majoring in Chinese, translation and linguistic in City University of Hong Kong. See introduction at the website:http://www.en84.com/article-1799-2.html
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2 See Guo(郭贵龙,张宏博,2008：37)
3 See explanation in Jia Wenbo's book Pragmatic Translation Theory and Practice,2004:P9
4 This explanation is quoted from Cai(蔡晖,2006：43)andtranslated by the author.
5 Ibid. P44.
6 See Chen(陈香兰,2005：57)
7 The definition to metonymy and the explanation to ICM are cited from Radden & Kovecses' paper Towards a Theory of Metonymy (1999) which appears in Panther & Radden's (eds) Metonymy in Language and Thought (1999:17,21).
8 This definition to metonymy is seen in the abstract of Dong's thesis(董成如,2004：6).The author translates it literally here.
9 For a clearer idea of the classification of ICMs, see Radden & Kovecses' paper Towards a Theory of Metonymy (1999:31-49).
10 More detailed explanation to cognitive principles is found in Radden & Kovecses' paper Towards a Theory of Metonymy (1999:44).
11 This title is extracted from Prof. Zhu's translation version of蜀道难(Perilous Journey to the Land of Shu). Prof. Zhu(朱纯深)iscurrently a professor majoring in Chinese, translation and linguistic in City University of Hong Kong. See introduction at the website:http://www.en84.com/article-1799-2.html
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