广告学dissertation：广告学在生活中的应用
英文单词“Advertisement”是拉丁文字的衍生物。它能吸引公众来注意一些事情。作为一种手段，它可以引诱人们的购买欲望。广告的定义如下：广告不是一种个人支付行为，通常都是通过一定的媒体信息来传达带有说服性质的有关产品，服务或概念。
English word “Advertisement” are derivatives of Latin word advertere. It is the public pay attention to something. As a means of it induces people to buy. Advertisement is defined as follows: Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.
广告的基本定义的是给会员提供了有价值的服务信息，同时告知消费者其产品的服务和功能作用。广告能告诉消费者什么是特定的产品，品牌或服务，以及应该如何去使用，从而帮助公众了解和评估可以使用该产品和服务的用途。
Advertisement defines mean is provides a valuable service to society and its members. the same time the role of products services and institutions for consumers. The consumer what is told a specific product, brand or service should do when Advertisement is used and thus help the public to understand and evaluate experience with the products and services that the people to uses.
从另一个方面来看，广告可以促进销售和利润的增长，使公众全面的了解产品，服务和理念。最后，广告是主要的推动经济发展的力量，可以帮助世界各地的人们提高他们的生活和经济实力。
On another aspect, Advertisement can promote sales and profits, and by making public aware of products, service and ideas. Finally, Advertisement is one of the major economic forces that are helping improve the standard of living and economic to the people around the world.
Advertisement translation of English-Chinese is a commercial activity with preset purpose. Advertising is calculated to attract the attention of consumer. Such the consumer can take purchasing action. This mean, Advertisement is sold thing. Understanding this can make the purpose of advertising translation obvious that is to realize the action of buy and information transmission function of the advertisement. Other points of view, the content of the foreign Advertising produced in a certain period will be transmitted into consumers from China and make them understand for cross-cultural information within a certain range. In the get information and demand creation, the target consumers can get equivalent felling as the native viewer.
“Functionalist translation theory” express that advertisement translation, essentially an in intentional cross-cultural communication, Functionalist translation theory also is called Skopos theory by Vermeer, should take the functions the target text is to achieve in the target culture as the primary reference. #p#分页标题#e#http://ukthesis.org/ggxsslw/ The thesis proposes that the fulfillment of the intended functions of the target text should be the guiding principle in the translation of advertisements. The translation should base on an analysis of the stylistic feature, target culture and audience’s response.
“skopos theory” and based on the different characteristics of ads by guided. The principle of advertisement translation is explored.
Translators should adhere to the six basic principles when translating Chinese ads. Exact and natural, succinct and vivid, easy to read and remember.
“Exact” is life of advertisement translation. So translated texts should pass on the original slogan precisely, or it will mislead the target consumers.
1. “Natural” will not have too much strange feeling to readers. That is to say the original slogan through using smooth expressions which the target consumers can accept.
2. “Succinct” are translators can leave out some parts which are non-informative ones and go against the expressing way of target language. As transmit most information with least and tersest words.
3. “Vivid” in order to make the target slogan imaginable, vivid. The translators should use all kinds of rhetoric and various types of sentence.
4. “Easy to read” refers to that the target slogans should be simple, brief, and easy to read.
5. “Easy to remember” refers to that the target slogans can arouse abundant association in readers’ mind. At the same time, the target consumers will not forget after seeing it.
Advertisement slogan is a form of cross-cultural communication. It has distinct language features and style. The quality of ads matters subsistence of enterprises.
Since the research is intended to study the English ads translation strategies, the author needs to gather some English advertisement slogan and their corresponding translations concerning this theme. At the same time all the examples are to be analyzed.
In order to achieved the purpose of effective propaganda of the commodities. At the same time, translation of advertising should be in accordance with the basic Translation strategies can be classified into two types - literal translation and free translation. This type of translation strategies been start widely used. Advertising translation is a genre of translation that has the following characteristics: advertising content is wonderful、vivid、concise、contagious. At the same time advertising translation of words and sentence should be natural, smooth and easy to remember requirement of the Yanfu, a Chinese translator: faithfulness, expressiveness and elegance which is similar to the American translators Nida’s principles.
Below will mainly discuss the literal translation and free translation in the use of the ads do analysis and comparison. In order to make advertising products to better market and promote the product in the target markets, advertising translation must adopt the appropriate strategy. The author comes up with the conclusion that: is there a translation of the original message to the local market based on the rules below, or even better, can even improve its reputation which is the ultimate goal of advertising#p#分页标题#e#
Translation is a kind of information transmission. It uses-language was A to expression information and changes to language B. This is the definition of translation. In the process of translation, relaying the same information to users of two kinds of language will have the same feelings. Human was in the process for the translation of some strategies. Literal translation is one of them. Literal translation is to point to in the course of translation, sentence as the basic unit of translation in translation does not cause misunderstanding, and strive to make the choices of words in diction, syntactic structure figure and style features to the agreement as far as possible, retain the original message to represent the original text form, content and style.
When the literal translation cannot faithfully translate the original meaning or the literal translation can't be accepted by the target readers. The translator had to give up or change the original form or rhetoric, use the target language expressions, according to the original meaning, don't do every word of each sentence translation (in order to distinguish the literal translation) purpose language habits expression, choose the right sentence to express the meaning of original text and spirit. Just take the original content and can discard it in the original form. Mainly was used in translation in the original and the grammar body to reflect huge cultural differences, the emphasis on the system of the two kinds of culture relative independence. And the analysis of several examples in advertising translation in this thesis.
This sentence is also used the free translation strategies. First let's analyze this is an object clauses, the technique of metaphor. Literal translation will not be very good expression to the advertisement depth and the AD also can not reach for a market effect. After use free translation, sentence and the original sentence words is not exactly corresponding, while retaining the original to target market consumers must express meaning, it is also our public in the heart of the willing to accept for that life is good, and to watch good brand image.
Translation is so bright and the catchy. At the same time it is also a very good in expressing express the original meaningFor a international fast-food chain, the enterprise culture is the elements of success. The emotion of people around the world are need to be laughter, the enterprise needs to everyone's presence translation with the original enterprise need publicity and get a high degree of unity culture. Although the literal translation is not clearly that spell out word. But free translation is a very successful.
The translation of some key words in the above cases preserved but some do not. In the original meanings and advertising, there is no one-to-one translation, the sentence structure all changed, but keeping the core content of the original text ads, deep meaning and basic information have been retained.#p#分页标题#e#
