从文化视角看德国功能派指导下的广告翻译实践
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摘要
环视我们周围,广告无所不在,影响着我们大多数人生活的方方面面,在社会生活中的作用越来越大,广告翻译也随之显得越来越重要。作为翻译学中的一个分支,广告翻译有着它自己的内在规律,因而需要对它进行系统的研究。
广告文体是一种具有极高商业价值的实用文体,它的最终目的和主要功能就是要使消费者接受它所宣传的商品或服务。如果一则广告达不到诱导和说服消费者实施购买行为的目的,这则广告无疑是失败的。同样,在广告翻译中,如果译文无法达到这样的目的和效果就不能算是成功的翻译。由于中西方广告语言和文化的差异,一则优秀的广告在原语言和文化背景中是成功的,但如果一字不改地译成另一种语言的话,就不一定能达到原来的意境,甚至适得其反。因此,传统翻译中强调原文“忠实”、“对等”的翻译策略已无法适应广告翻译的客观要求。在进行广告翻译和探讨广告翻译的基本策略时,必须把广告的特殊目的与翻译理论有机结合起来。
德国的功能派翻译理论为我们提供了有利的理论支持。该理论认为翻译是一种有目的的行为,翻译活动是基于源语文本的一种翻译行为,根据目的使目标文本与源文本之间保持一定联系,使交流跨越文化语言障碍得以顺利进行。为实现特定的翻译目的,可采用删译、增译和改译等方法,所有翻译策略都是依据翻译所服务的目的而定。功能理论则为这些不符合传统翻译标准的翻译方法提供有力的理论基础。而广告这种有明确功能的实用问题翻译恰好又需要些特别的翻译方法和策略。
本文以功能派翻译理论为理论框架,阐述了广告的定义、结构、特点和功能,分析中英文广告的语言和文化表达方式的不同,归纳出以原文为基础的五种有效的翻译方法:音译,直译,删译,增译和改译。本文以具体的广告为例,阐述了这些方法在广告翻译中的应用,证明了德国功能派翻译理论对广告翻译所起的正确指导作用。
Advertising, something that we are all exposed to ,and also something that is likely to affect most of us in all spheres of our lives ; at the same time ,the rapid progress of economy, the development of international exchanges and severe competition bring about a growing need for advertisement and thus of its translation. As a branch of translation study, advertisement translation has its inherent laws and needs a systematic study.
Advertisement is a very practical type of writing with high commercial value and the ultimate purpose of all advertisements is the same—to promote sales. Due to the differences of language and culture, a good advertisement, if not well translated, may not be successful to the target audience. If a translator rigidly adheres to the original form and style in an advertisement translation, the version may fail to produce its persuasive effect and may not achieve the success in promoting sales in the target market. Therefore, advertisement translation does not serve as a simple information transfer from a source language to a target language, but a transfer process with reference to the cultural and linguistic characteristics of the target language. Thus, the translational equivalence theory turns out to be increasingly inadequate and a more practical theory and translation strategy are called for.
The German Functionalist approaches provide theory support. The theoryconsiders translation as a purposeful action based on the source text. Translators keep certain relations between target text and source text according to the purpose of translation to overcome linguistic and cultural barriers. On the other hand, the German functionalist approach emphasizes the functionality of the target text in the target culture, and translation strategies are determined by the purpose and the intended function of the target text. In this model, the source text serves as only "an offer of information" from which a translator selects the items he or she finds interesting and important to reach the intended goal. Under the functionalist theory, translators are provided a theoretical basis for some unconventional translation strategies such as abridgement, addition and adaptation.
This thesis, in the framework of functionalist approaches, states the definition, structure, functions and characteristics of advertising and analyzes the cultural and linguistic differences between Chinese and English advertisements, at last, suggests some successful translation techniques applicable to advertising translation.
广告文体是一种具有极高商业价值的实用文体,它的最终目的和主要功能就是要使消费者接受它所宣传的商品或服务。如果一则广告达不到诱导和说服消费者实施购买行为的目的,这则广告无疑是失败的。同样,在广告翻译中,如果译文无法达到这样的目的和效果就不能算是成功的翻译。由于中西方广告语言和文化的差异,一则优秀的广告在原语言和文化背景中是成功的,但如果一字不改地译成另一种语言的话,就不一定能达到原来的意境,甚至适得其反。因此,传统翻译中强调原文“忠实”、“对等”的翻译策略已无法适应广告翻译的客观要求。在进行广告翻译和探讨广告翻译的基本策略时,必须把广告的特殊目的与翻译理论有机结合起来。
德国的功能派翻译理论为我们提供了有利的理论支持。该理论认为翻译是一种有目的的行为,翻译活动是基于源语文本的一种翻译行为,根据目的使目标文本与源文本之间保持一定联系,使交流跨越文化语言障碍得以顺利进行。为实现特定的翻译目的,可采用删译、增译和改译等方法,所有翻译策略都是依据翻译所服务的目的而定。功能理论则为这些不符合传统翻译标准的翻译方法提供有力的理论基础。而广告这种有明确功能的实用问题翻译恰好又需要些特别的翻译方法和策略。
本文以功能派翻译理论为理论框架,阐述了广告的定义、结构、特点和功能,分析中英文广告的语言和文化表达方式的不同,归纳出以原文为基础的五种有效的翻译方法:音译,直译,删译,增译和改译。本文以具体的广告为例,阐述了这些方法在广告翻译中的应用,证明了德国功能派翻译理论对广告翻译所起的正确指导作用。
Advertising, something that we are all exposed to ,and also something that is likely to affect most of us in all spheres of our lives ; at the same time ,the rapid progress of economy, the development of international exchanges and severe competition bring about a growing need for advertisement and thus of its translation. As a branch of translation study, advertisement translation has its inherent laws and needs a systematic study.
Advertisement is a very practical type of writing with high commercial value and the ultimate purpose of all advertisements is the same—to promote sales. Due to the differences of language and culture, a good advertisement, if not well translated, may not be successful to the target audience. If a translator rigidly adheres to the original form and style in an advertisement translation, the version may fail to produce its persuasive effect and may not achieve the success in promoting sales in the target market. Therefore, advertisement translation does not serve as a simple information transfer from a source language to a target language, but a transfer process with reference to the cultural and linguistic characteristics of the target language. Thus, the translational equivalence theory turns out to be increasingly inadequate and a more practical theory and translation strategy are called for.
The German Functionalist approaches provide theory support. The theoryconsiders translation as a purposeful action based on the source text. Translators keep certain relations between target text and source text according to the purpose of translation to overcome linguistic and cultural barriers. On the other hand, the German functionalist approach emphasizes the functionality of the target text in the target culture, and translation strategies are determined by the purpose and the intended function of the target text. In this model, the source text serves as only "an offer of information" from which a translator selects the items he or she finds interesting and important to reach the intended goal. Under the functionalist theory, translators are provided a theoretical basis for some unconventional translation strategies such as abridgement, addition and adaptation.
This thesis, in the framework of functionalist approaches, states the definition, structure, functions and characteristics of advertising and analyzes the cultural and linguistic differences between Chinese and English advertisements, at last, suggests some successful translation techniques applicable to advertising translation.
引文
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[2]Arens,William F.Contemporary Advertising[M].New York:Von Hoffmann Press,Inc.,2002.
[3]Catford,J.C.A Linguistic Theory of Translation:An Essay on Applied Linguistics[M].Oxford:Oxford University Press,1965.
[4]Goodenough,W.H.Cultural Anthropology and Linguistics[M].InP.Garvin,ed.Report of the 7~(th) Round Table Meeting on Linguistic and Language Study.Washington:Georgetown University Press,1957.
[5]Goodenough,W.H.Culture,Language,and society[M].Menlo Park:the Benjamin/Cummings Publishing Co.,1981.
[6]Gu Hongrning.The Spirit of the Chinese People[M].Beijing:Foreign Language Teaching Education Press,1998.
[7]Hall,Edward T.The Hidden Dimension.Garden Cit[M].NY:Anchor Press/Doubleday,1966.
[8]Holz-Manttari,J.Translational Action:Theory and Method[M].Helsinki:Suomalainen Tiedeakatemia,1984.
[9]Kaptan,S.S.Advertising-New concepts[M].New Delhi:Sarup & Sons,2002.
[10]Kramsch,Claire.Language and Culture[M].Shanghai:Shanghai Foreign Language Education Press,2000.
[11]Marshall,Gordon.ed.The Concise Oxford Dictionary of Sociology[Z].New York:Oxford University Press,1994.
[12]Mueller,Babara.International Advertising-communications across culture[M].Wadsworth Publishing Company,1996.
[13]Nanda.CulturalAnthropology[M].Belmont,CA:Wadsworth,1994.
[14]Newmark,P.A Textbook of Translation[M].Shanghai:Shanghai Foreign Language Education Press,2001.
[15]Newmark,P.Approaches to Translation[M].Shanghai:Shanghai Foreigh Language Education Press,2001.
[16]Nida Eugene A & Taber,Charles R.The Theory and Practice of Translation[M].Leiden:E J.Brill,1969/1982.
[17]Nord,Christiane.Translating as a Purposeful Act:Functionalist Approaches Explained[M].Manchester,UK:St.Jerome Publishing Company,1997.
[18]Nord,Christiane.Translating as A Purposeful Activity:Functionalilst Appraoches Explained[M].Shanghai:Shanghai Foreigh Language Education Press,2001.
[19]O' Guinn,Thomas C.et al.Advertising[M].Dalian:Dongbei University of Finance and Economics Press,1998.
[20]Reiss,Katharina & Hans J.Vermeer.Grundlegung either all gemeinen translationstheorie[M].Tubingen:Niemeyer,1984.
[21]Reiss,Katharian.Translation Criticism:the Potentials and Limitations[M].Shanghai:Shanghai Foreign Language Education Press,2004.
[22]Milton,Rokeach.Beliefs,Attitudes and Values[A].San Francisco:Jossey-Bass,1968.
[23]Russell,J.Thomas,Verrill Glenn,W.Lane Ronald.Advertising Procedure[M].Prentice Hall,Inc.,1986.
[24]Schutte,Hellmut.Et al.Consumer Behavior in Asia[M].New York:New York University Press,1998.
[25]Shutteworth,M.& Cowic,M.Dictionary of Translation Studies[Z].Manchester:ST.Jerome Publishing,1997.
[26]Sivulka,Juliann.Soap,Sex,and Cigarettes:A cultural History of American Advertising[M].Dalian,China:Northeast Business and Economy University Press,1998.
[27]Snell-Hornby,Mary.Translation Studies[M].Shanghai:Shanghai Foreign Language Education Press,2001.
[28]Spencer-Oatey,H.Cultural Speaking:Managing Rapport through Talk across Cultures[M].London:Continuum,2000.
[29]Taylor,Edward B.Primitive Culture[M].London:John Murray,1871.
[30]Vern,T and David,K.The Culture Environment of International Business,2~(nd).[A]Cincinnati,OH:Southwestern,1991.
[31]Vermeer,Hans J.Skopos and commission in translational action.In Adndrew Chesterman(ed.) Article Specially Written for the Volume,Outlining Two Central Concepts in the Theoy of Translational Action:The "Skopos" and the Commission or Translation Brief[A].Helsinki:Oy finn Lectura Ab,1989.
[32]陈小慰.翻译功能理论的启示[Z].中国翻译,2000(4).
[30]陈原.语言学论著[M].沈阳:辽宁教育出版社,1998.
[31]陈宏薇.新实用汉译英教程[M].武汉:湖北教育出版社,1996.
[32]陈宏薇.汉英翻译基础[M].上海:上海外语教育出版社,1998.
[33]程淑丽.功能对等理论及其在广告翻译中的应用[D].陕西师范大学,2006.
[34]崔刚.广告英语300句[M].北京理工大学出版社,1993.
[36]冯庆华.实用翻译教程[M].上海:上海外语教育出版社,1997.
[37]耿洪敏.实用英汉翻译[M].上海:复旦大学出版社,2005.
[38]顾嘉祖,陆昇.语言与文化[M].上海:上海外语教育出版社,2002.
[39]缑瑞隆.广告、语言、心理[M].郑州:河南人民出版社,1997.
[40]郭建中.当代美国翻译理论[M].武汉:湖北教育出版社,2000.
[41]郭卫.从文化视角论广告语言[D].武汉理工大学,2005.
[42]高洁.从功能翻译理论分析汉英广告翻译[D].上海外国语大学,2006.
[43]韩旭红.中英文化差异及其翻译[D].上海海事大学,2007.
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