abstract
At present, with the rapid development of economy, advertising has increasingly become a major mode of communication, so international advertising translation has naturally become a decisive factor for products to successfully enter the world market.
Advertising translation is a cross-cultural communication. Cultural differences determine that it is not easy for advertising to play a role in the world market. The cultural connotation reflected in translation must win the acceptance of the receiver. As the idiom goes, "When in Rome, do as the Romans do". Advertising language should be consistent with the cultural background of the target language. Only in this way can advertising play its function of attracting audiences.
Based on translation practice, this paper analyzes the influence of cultural differences on advertising function from six aspects: cultural habits, social and political composition, politeness principle, reasoning, aesthetic thought and language structure, and points out that ignoring cultural differences will not achieve the expected results in advertising translation, and cultural identity plays an active role in advertising translation.
Keywords: advertising translation, cultural differences, cultural connotation, cultural identity
Abstract: As a special practical style, advertising language has its unique characteristics and contains certain cultural connotations. The translation of advertising language is a cross-cultural communication activity, which not only transforms one language into another, but also makes readers naturally identify with the deep cultural connotation of advertising, and produces the effect of advertising by being attracted.
Advertising translation must pay attention to the cultural background of the target language. High-quality translation can not only convey information accurately, but also arouse readers' cultural association and aesthetic imagination, resulting in good advertising effect, and at the same time, it can carry forward national culture and play a role in foreign exchange. In order to express the cultural connotation and advertising information in the source language flexibly, effectively and appropriately, translators need to know the culture of the source language and the target language to ensure the accurate transmission of information.
Based on the success and failure cases of advertising translation, this paper discusses the influence of cultural differences on advertising translation from six aspects: customs, social and political system, politeness principle, reasoning model, aesthetic thought and language structure. Ignoring cultural differences will inevitably affect the transmission of advertising information to a certain extent, resulting in misunderstanding, making it difficult for advertising translation to achieve the equivalent exchange of information. This paper further discusses how to pay attention to cultural identity and analyze its influence on the function and purpose of advertising.
Keywords: advertising translation, cultural differences, cultural connotation, cultural identity
content
introduce
Chapter 1: Introduction to Cultural Differences
Chapter 2: Misunderstandings caused by cultural differences.
2. 1 Different cultural habits cause misunderstanding
2.2 different social and political composition may hinder the transmission of information.
2.3 Different politeness principles may lead to communication failure.
2.4 Different reasoning may cause misunderstanding.
2.5 Different aesthetic ideas lead to different views of appreciation.
2.6 Different language structures may make information deviate from the original intention.
Chapter three: the role of cultural identity.
conclusion
refer to
introduce
Advertisements should express some expectations. It is a special pragmatic style with unique features and also contains certain cultural connotations. It should not be as simple as word-to-word communication, but a flexible job.
The cultural background of the target language is of great significance to advertisement translation. Should add a lot of impotence. A good translation can not only accurately convey information and achieve good advertising effect, but also stimulate the audience's culture and appreciate association, which is conducive to cultural exchange and is the driving force of cultural communication.
Cultural differences are the main factors that affect translation. If we ignore it, there will be misunderstanding, and advertising may fail to achieve its purpose.
How do cultural differences affect the functions and goals of advertisements and how to optimize cultural differences in translation? What role does cultural identity play in this process? These problems are the main contents of this paper.
Chapter 65438 +0 Cultural Differences
As a product of culture, advertisements can show the close relationship between language and culture.
Advertising is a comprehensive art with commercial identity, which is to convince people for a certain propaganda purpose. In a sense, it is a special pragmatic style with unique functions and certain cultural connotations. Only in the same or similar social culture can its function and efficiency be fully exerted. However, advertising translation is a cross-cultural communication, which determines that it is not as easy as word-to-word communication. It must win the acceptance of the audience in the cultural connotation reflected by the advertisement, and then the audience is attracted and willing to follow the guidance of the advertisement.
Therefore, only knowing the grammar, vocabulary and related listening, speaking and writing skills of the two languages is far from enough to ensure that the cultural connotation of the source language can be properly and effectively expressed. Translators need to know the culture of the source language and the target language to ensure the best transmission of the original information. Such as "longevity", "palace secret recipe" and "century-old shop". Their advertising language often appears in domestic advertisements, which is difficult to translate. Even if translated, the target audience will not understand the cultural connotation of the original text, thus raising doubts about the quality of the products.
Different cultures lead to different cultural identities. Domestic audiences are deeply influenced by traditional culture. They like to follow the public and are in awe of authoritative figures. This psychological phenomenon has led to the existence of many advertising languages with China characteristics, such as "... this is all agreed for later use", "We all drank ..., did you drink today" ... fashion underwear ","excellent department ","excellent province "and" products recommended by China Consumers Association ". In western countries, people pursue it in dependence. Everyone tends to be independent. Everyone is unique (why should I do the same thing as others? They always think so). Therefore, the advertisements there never advocate people to follow the public, but arouse the worship of so-called authoritative people. Advertising embodies "individuality", "independence" and "privacy".
Different cultures decide that if the advertisement is translated literally, the promotion of the product will fail. Cultural differences must be strictly studied, otherwise it may have a bad impression of irresponsibility or muddling along, and some doubts about quality may hit consumers. Ad's vocation will end in failure. Therefore, in international communication, it is very important to study the differences between China culture and western culture and ensure that advertisements do not contain too much exaggeration.
Cultural differences make them exist in many aspects, such as politics, language, religion, customs and habits. They are very important for advertising translation. Once they are ignored, misunderstandings will inevitably arise.
Chapter II Misunderstandings Caused by Cultural Differences
Advertising language is a special art form, which has a profound cultural background and is influenced by the trend of the times. Advertising translation is a cultural exchange activity. In order to avoid misunderstanding, we should strengthen our understanding of different cultural backgrounds in translation.
When translating, we should not only make clear the exact meaning of advertisements, but also reach an agreement on their extended meaning, that is, the cultural connotation. Due to the differences in language, culture, politics and customs, different understanding and cognition will be formed; Translation must conform to the cultural habits of the target language, so as to achieve the ideal communication effect. Mr. Wang Zuoliang said: "Translators deal with certain words, but they are faced with two completely different cultures." Another famous translation theorist, Eugene A. Nida (1993), said: "Translation means communication, and what matters is the receiver's correct understanding and appreciation of the translation."
2. 1 Different cultural habits cause misunderstanding
Cultural differences and conflicts make them exist everywhere at any time, and they affect people's perspectives and ways of generalization. Although people from different cultural backgrounds may have different tastes, their psychological tendencies have a lot in common, that is, everyone should pursue elegance and luck, but avoid cynicism and ominous, so translators should respect cultural customs and choose words carefully to avoid misunderstanding.
For example, the trademark of a pen product of Bai Ling was translated into white feather. Unfortunately, there is a saying in English that showing white feathers means escaping from the front line. White feather is a symbol of bravery in English. As a result, this Peng didn't sell well in western countries. For another example, "Golden Rooster Shoe Polish, colors are black, brown, white, red, yellow, blue, etc." Golden Rooster Shoe Polish comes in black, brown, white, red, yellow and blue. In China, gold has a valuable and high-quality meaning, and "rooster" always leads to positive association, so the translation of "golden rooster" is naturally a golden rooster, which consciously misleads the association of the receiver, because in English, rooster is the American symbol of male genius.
Some words with good cultural connotations in Chinese have opposite meanings in the western world. Take Fangfang lipstick as an example. Fangfang is a very good word in Chinese, which is usually used to describe beautiful things with floral fragrance. It may make people imagine a beautiful girl with a fragrant smell. Undoubtedly, this is an excellent idea for consumers in China, but in English, Fang Fang may have a feeling of terror, because Fang means Fang, a dangerous poison. Another example is the "bee" literally translated from bee soap. Bees are a favorite sect in the history of China. As a symbol of diligence, its cultural association should be a flower fragrance that attracts bees. Of course, this kind of soap may attract a large number of China consumers. On the contrary, westerners will not follow suit. The association of bees gives them an uncomfortable feeling, which is because they think of the fluff on bees.
2.2 Different social and political components may hinder the transmission of information.
Due to social and political differences, words reflecting social characteristics may hinder people's understanding of reality. For example, "Since the establishment of 198 1, under the guidance of the policy of reform and opening up and speeding up the enterprise transformation mechanism, we have established good business relations with more than 20 manufacturers of/kloc-0 in more than 80 countries and regions in the world with a strong sense of competition, courage to explore and enterprising spirit, and the export volume has increased year by year." Since its establishment, ABC Company has established good business relations with more than 20 companies and manufacturers in more than 80 countries and regions. We are aggressive with a strong sense of competition. Our exports are increasing year by year. Comparing the two versions, "under the guidance of the policy of reform and opening up and speeding up the transformation mechanism of enterprises", it is difficult for foreigners to understand the historical and moral background of the transformation mechanism of enterprises in China, so there is no need to add some information that should not help foreigners understand. In some cases, political or incomprehensible information can be omitted, which is reasonable and has no influence on the company's publicity.
For another example, the pencil sharpener with the trademark "Dapeng" is translated as "ROC hardeners". The stalwart is the biggest bird in Korean national mythology, which has the positive significance of being ambitious and prosperous. In the eyes of westerners, "ROC" stands for "Republic of China", which will inevitably lead to misunderstandings and unnecessary associations. Therefore, this trademark will not help to create a good impression of products, nor will it help to defend national dignity.
2.3 Different politeness principles may lead to communication failure.
Politeness is a common code of conduct that people follow in communication. The mild tone was welcomed by the public. Improper wording or harsh tone may lead to communication failure.
Here is an example. In China, public service advertisements are always "banned". The public thinks this is natural, and no one thinks it is inappropriate. But when you weigh its commanding tone, you will definitely feel a touch of hegemony. The word "forbidden" in English should be "don't", which is not mild, but a hash word, such as "don't pick flowers!" "Don't make noise!" ..... Because this blunt tone will inevitably produce a sense of distance, which is not conducive to creating a pleasant and warm public atmosphere, foreign friends may feel uncomfortable; They think that their personality has not been fully respected. In a gentler tone, the translation should be "stay away from that flower!" Please take care of this flower! This will certainly inspire people's enthusiasm for loving flowers and flowers.
2.4 Different reasoning may cause misunderstanding.
People who speak different languages may have different ways of thinking or reasoning. The way people use language is bound to be limited by different cultural backgrounds. In the translation of advertisements, it may be difficult for people to get the original meaning of information, or even to understand it. There is an advertisement for crispy grain, "This product is ready to eat and convenient to eat", which describes the satisfaction of food. Translation means to open the food immediately, which may lead to negative associations for westerners immediately. If you don't eat it immediately, the food will go bad, which will definitely damage the image of the product. In order to conform to oral English habits, translators should always be ready to serve and try to convey the meaning of the original text.
Therefore, advertising translation should not only keep the literal consistency with the original text, but also be accurate and close to the connotation of information and language. Only when the actual connotation of the translation is accepted by the receiver can this translation be called equivalent translation.
2.5 Different aesthetic ideas lead to different views of appreciation.
In order to achieve the beauty of sound, form and meaning, Chinese advertising language tends to use a large number of couplets, parallel structures or four-character structures. This has a lot to do with China people's special aesthetic thoughts. Look at this advertisement below.
A matchmaking advertisement says, "look for it, youth is fleeting;" Hesitant, it is difficult for bosom friends to meet again. " The words "Qiu" and "Qiu", "Jude" and "Bei" have the same meaning, but the rhyme sounds good. Instead of redundancy, it sounds so natural and harmonious. However, in English, "synonym repetition" is always avoided, so considering their appreciation point of view, translation should delete unnecessary words.
Next, a successful translation practice will bring you a better understanding of different aesthetic ideas.
I'm back.
I returned to softness and comfort.
I went back to Dr. White.
I wonder why I left.
Because only Dr. White gave me two kinds of comfort.
The super comfort of cotton wool ingredients makes them softer.
Safer, more absorbent and comfortable towels, with flushing design, are more convenient.
I tried something else, but I came back.
Shouldn't you go back to Dr. White? Dr. white's two comforts. -(woman, April 1997)
The following is the Chinese version of "I am back, tenderness and warmth call me back". I am back, Baishi! I don't understand. Then why did you leave? Only that white stone gave me double comfort. Soft white cotton lining makes me feel soft and comfortable, good air permeability makes me feel comfortable and comfortable, and easy to wash and melt makes me more convenient and casual to use. I hesitated for a while, but I came back. Don't you-don't you want to have the gentleness and warmth of Baishi? "
The above is the advertisement of "Dr. White" for women's sanitary napkins, in which the metaphorical rhetoric shifts the feelings of home to the products, making them impressive and stimulating consumers' desire to buy. From the perspective of cultural connotation, no matter English-speaking countries or China people, their association with home is the same. The difference lies in the taste of language use. The first paragraph of the English version is an English poem written in simple words, which expresses a beautiful image. However, Chinese poems always strive to create a beautiful image to concretize this image. Therefore, direct translation will not conform to China people's aesthetic habits, and will inevitably damage the appeal of the text. In order to be closer to the taste of China people, this translated version externalizes the image and turns the simple style into luxury, thus the advertisement has achieved good results.
2.6 Different language structures may make information deviate from the original intention.
Advertising is to convey information. When advertisers from different cultures encounter the same advertisement, what do they read from the same content about the product? Chinese-English translation should be easy for China consumers to understand, but it cannot convey the same idea to western audiences. For example, there is a public advertisement in the waiting room of an airline, which reads as follows: "For your health and everyone's health, please go to the smoking area." For the health of you and others, please go to the smoking area. What the advertisement wants to show is that smoking is not allowed in the waiting room. If anyone needs to smoke, he must go to the smoking area. The meaning of Chinese-English translation is very clear to readers in China, but it is often misunderstood by westerners. Considering your health, you are welcome to smoke in the smoking area. On the other hand, on many main roads, there are advertising slogans promoting safe traffic. The content is like this, "Go to work happily and go home safely", which means reminding drivers to drive carefree and go home safely. Translation follows China's language structure, that is, go to work happily and come back safely, which is definitely not in line with English expression. It can't convey the ideal information. Westerners will certainly be confused.
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