1、毕业论文开题报告英语英语广告的语言特点及汉译一、论文选题的背景、意义（所选课题的历史背景、国内外研究现状和发展趋势）在世界经济全球化的环境下，广告和广告翻译越来越显得重要。广告正以其独特的魅力影响着社会生活的方方面面。然而，中国的广告翻译研究刚刚起步,传统的翻译理论不能满足翻译广告这种特殊实用文体的要求。这导致在英语广告语的翻译中经常会由于对中英语音特点的不熟悉，对语义的误解以及忽略句法上的差异而导致英语广告语的翻译不尽如意。这极大影响了我国对外交流的国际形象。因此，本文试图对广告语语言特点与汉译作一研究。一些学者指出规范的我国广告语翻译是我国翻译界的一个严峻的课题，学术界对此研究不够。我国广
2、告语翻译亟待规范、翻译水平急需提高，重视和加强对这一问题的研究得到与会专家和学者的一致认同。为适应社会经济发展的需要，我国的大中小城市都在致力于英汉双语广告语的建设，特别是一些旅游目的地，大量采用英汉两种语言的广告语语。因此，广告语翻译所产生的任何歧义、误解、滥用，都会导致不良的“国际影响”。双语广告语在实际使用过程中往往并没有按照人们的良好愿望服务、便利公众的方向发展，而成了城市的“牛皮癣”，一些大的城市市政府开始出面纠错，组织管理者、专家和社会公众对城市的广告语翻译进行“纠错”和“规范”。二、研究的基本内容与拟解决的主要问题广告语有着自身的语言文字特征和社会语用特征。但由于语言和文化的不同
3、，英语广告语在汉译时经常出现语用失效问题。这些问题主要表现在语用语言失误和社交语用失误两方面，如词汇语用意义和语用规则的不对应、价值观念引发的不同联想以及民族文化缺省等。要想使汉译的广告语表达相应的语用功能，在翻译时就要对这些差异给予充分考虑。译文语言不规范是广告语汉译存在的一个主要问题。有时由于译者对中英语音特点的不熟悉，对语义的误解以及忽略句法上的差异而导致广告并没有达到预期意图。另一方面，常常由于一些译者在翻译时易于拘泥于汉语原文的字面意思，从而产生一些不准确的译文。广告语的翻译虽然有规范的中文广告语可以借鉴，但在具体应用时也应该考虑语境，不能生搬硬套，这样才能保证译文准确。忠实性，吸引
4、性和可接受性也是广告语汉译所必须遵守的三条原则。因此，在英语广告语的翻泽过程中，我们应当注意把握这三条原则，既要使译文规范，又不能生搬硬套既要创新，又要保证译文准确。我们应当广告语的中文译文为商品锦上添花，而不是给它的脸上抹黑。做到熟知广告语的语言特点，力求译文简洁明了，了解广告语的功能意义，尽量遵循借译原则，掌握英汉文化差异，将译文读者的文化习惯放在首位。三、研究的方法和技术路线对目前广告语的汉译现状进行调查研究，并试图阐述广告语汉译问题的重要性和必要性。通过对嘉兴各产品广告语翻译的分析，归纳总结出广告语汉译的几个主要问题，分析产生问题的原因，在此基础上提出解决方法及改善意见。在研究过程中，
5、我看了很多相关文章及书籍，并通过互联网获取了很多有用的信息，以帮助完成这一论文的写作。此外，我还进行了相关调查，走访了嘉兴地区的一些大型超市，记录了典型广告语的翻译。研究难点在于英文文献比较难找，对于该课题的研究比较少，可以参考的资料比较少。目标是通过对超市进口产品广告语汉译问题的研究分析，提出解决的策略以及对今后发展的建议，希望能对广告语的正确翻译起到一定的作用。四、论文详细工作进度和安排2010年10月下旬选题2010年11月上旬下达任务书2010年11月下旬开题2010年12月中旬提交开题报告，文献综述2011年2月上旬开始论文写作2011年3月底前提交论文初稿2010年4月底前完成初稿
6、、二稿2011年5月上旬完成三稿2011年5月中旬最终定稿，提交按要求装订的论文终稿一式三份，参加论文答辩。五、主要参考文献COOKGTHEDISCOURSEOFADVERTISINGMLONDONROUTLEDGE,1992GREYMAYERSWORDSINADSMLONDONGREENGATEPUBLISHINGSERVICES,1994LEECHGNTHELANGUAGEINADVERTISINGMLONDONLONGMANGROUPLIMITED,1966NIDA,EADYNAMICEQUIVALENCEINTRANSLATIONJSTANFORDUNIVERSITYPRESS,199
7、3SHUTTLEWORTH,M既要创新，又要保证译文准确。我们应当广告语的中文译文为商品锦上添花，而不是给它的脸上抹黑。做到熟知广告语的语言特点，力求译文简洁明了，了解广告语的功能意义，尽量遵循借译原则，掌握英汉文化差异，将译文读者的文化习惯放在首位。四、参考文献（根据文中参阅和引用的先后次序按序编排）COOKGTHEDISCOURSEOFADVERTISINGMLONDONROUTLEDGE,1992GREYMAYERSWORDSINADSMLONDONGREENGATEPUBLISHINGSERVICES,1994LEECHGNTHELANGUAGEINADVERTISINGMLONDON
8、LONGMANGROUPLIMITED,1966NIDA,EADYNAMICEQUIVALENCEINTRANSLATIONJSTANFORDUNIVERSITYPRESS,1993SHUTTLEWORTH,MLANGUAGECHARACTERISTICSCHINESETRANSLATIONOFADVERTISINGIIICONTENTSABSTRACT1INTRODUCTION42LANGUAGECHARACTERISTICSOFENGLISHADVERTISING521LEXICALFEATURESOFENGLISHADVERTISING5211FREQUENTUSEOFMONOSYLLA
9、BICVERBS5212FLEXIBLEUSEOFCOINAGES6213CLEVERUSEOFPERSONALPRONOUNS622SYNTACTICFEATURESOFENGLISHADVERTISING7221CONSTANTUSEOFSIMPLESENTENCES7222COMMONUSEOFELLIPTICALSENTENCES7223USUALUSEOFIMPERATIVESENTENCES823RHETORICALFEATURESOFENGLISHADVERTISING8231PARODY9232PUN9233PERSONIFICATION103CHINESETRANSLATIO
10、NOFENGLISHADVERTISING1031CURRENTSITUATIONINCHINESETRANSLATIONOFENGLISHADVERTISING11311UNFAMILIARWITHPHONETICCHARACTERISTICS11312MISUNDERSTANDINGLEXICALMEANING11313IGNORINGDIFFERENCEINSYNTAX1232PRINCIPLESINCHINESETRANSLATIONOFENGLISHADVERTISING12321FAITHFULNESS12322ATTRACTIVENESS13323ACCEPTABILITY133
11、3METHODSINCHINESETRANSLATIONOFENGLISHADVERTISING14331TRANSLITERATION14332LITERALTRANSLATION15333FREETRANSLATION154CONCLUSION16BIBLIOGRAPHY14ACKNOWLEDGEMENTS151INTRODUCTIONTHEWORD“ADVERTISE”STEMSFROMTHELATIN“ADVERTERE”,MEANING“TOMAKEKNOWNTOTHEPUBLIC”LOTSOFSCHOLARSHAVEREFLECTEDONTHEMEANINGOFTHEWORDIND
12、IFFERENTVERSIONSABERTLASKER,FATHEROFMODERNADVERTISING,SAYSTHATADVERTISINGIS“SALESMANSHIPINPRINT”赵静,1992302THISDEFINITIONISGIVENALONGTIMEBEFORETHEADVENTOFRADIOANDTELEVISIONINDEED,ASQIANYUANSUMMARIZES,ADVERTISINGHASBECOMEAHIGHLYPOWERFULINSTITUTIONINMODERNSOCIETYITHELPSMANUFACTURESANDCORPORATIONSINCREA
13、SEPROFITS,MANIPULATESSOCIALVALUESANDATTITUDES,ANDSHAPESPEOPLESLIFESTYLE钱瑗,199117THEDEFINITIONGIVENBYTHEAMERICANMARKETINGASSOCIATIONAMASEEMSTOBEMORECOMPREHENSIVEANDACCEPTABLE“ADVERTISINGISTHENONPERSONALCOMMUNICATIONOFINFORMATIONUSUALLYPAIDFORANDUSUALLYPERSUASIVEINNATUREABOUTPRODUCTS,SERVICES,ORIDEASB
14、YIDENTIFIEDSPONSORSTHROUGHHAVETHEVARIOUSMEDIA”宁建新,陈观亚,199712ADVERTISINGMEANSDIFFERENTTHINGSTODIFFERENTPEOPLEADVERTISINGISAWAYTOBRINGCUSTOMERSINTOHISSHOPFORTHEOWNEROFASMALLRETAILSHOPADVERTISINGISTHECREATIVEEXPRESSIONFORTHEARTDIRECTORINANADVERTISINGAGENCYADVERTISINGISTHEWAYAFIRMUSESTHEMASSMEDIATOCOMMU
15、NICATETOTHECURRENTANDPOTENTIALCUSTOMERSFORTHEMEDIAPLANNERFROMWHATHAVEMENTIONEDABOVE,MAINFUNCTIONSOFADVERTISINGCANBELEARNEDJUSTASSOMEBRITISHANDAMERICANSTUDIESONADVERTISINGEXPRESS,THEFUNCTIONSOFADVERTISINGMATERIALSAREINFORMATIVEFUNCTION,PERSUASIVEFUNCTION,COMMUNICATIVEFUNCTIONANDPROMOTINGFUNCTIONTHEFI
16、RSTTWOARETHEMAINFUNCTIONSWITHINCREASINGCOMMUNICATIONINTHEWORLD,ENGLISHADVERTISINGHASFOUNDITSWAYINTOPEOPLESLIFEASISKNOWNTOALL,THECOMPETITIONONTHEINTERNATIONALMARKETISFIERCE,SOIFONECOMPANYWANTSTOSTANDSTEADILYINTHEINTERNATIONALMARKET,THECOMPANYMUSTNOTONLYHAVEGOODPRODUCTS,BUTALSOHAVEAGOODSERVICE,AGOODBR
17、ANDREPUTATIONANDAGOODCOMPANYIMAGEADVERTISINGISANIMPORTANTWAYOFGOODPROMOTIONHOWEVER,SOMETIMESWHENNATIONALPRODUCTSENTERINTOTHEINTERNATIONALMARKET,SOMETRANSLATORSCANTPROVIDECORRECTANDFULLINFORMATIONOFTHEADVERTISEDPRODUCTSTHUSITISNECESSARYFORTRANSLATORSTOLOOKFORBETTERWAYSFORENGLISHADVERTINGTRANSLATIONNO
18、WADAYS,ENGLISHADVERTISINGEXISTSEVERYWHEREANDITHASGREATLYINFLUENCEDCUSTOMERSTHOUGHTS,ANDFEELINGSSINCEENGLISHADVERTISINGPLAYSSUCHANIMPORTANTROLEINTHEMODERNSOCIETY,TRANSLATORSMUSTHAVEAGOODGRASPOFTHELANGUAGECHARACTERISTICSOFENGLISHADVERTISINGSOTHATTHEYCANKNOWHOWITSELLSGOODSANDSERVICESANDHOWITPERPETUATES
19、IMAGESANDVALUESMOREOVER,WITHTHEDEVELOPMENTOFGLOBALECONOMY,MOREANDMOREPRODUCTSCOMEFROMFOREIGNCOUNTRIESANDMANYADVERTISEMENTSAREWRITTENINENGLISH,SOPEOPLEMUSTLEARNHOWTOUNDERSTANDTHEMMORECORRECTLYINTHISTHESISLANGUAGECHARACTERISTICSANDCHINESETRANSLATIONOFENGLISHADVERTISINGWILLBEDISCUSSED2LANGUAGECHARACTER
20、ISTICSOFENGLISHADVERTISINGANADVERTISERSMAINPURPOSEISTOPRESENTPRODUCTSANDTRYTHEIRBESTTOMAKETHEPOTENTIALCUSTOMERSBECOMEREALANDACTUALONESHOWEVER,THEADVERTISINGSTIMEISVERYSHORT,SOTHEADVERTISINGMUSTBETHEMOSTEFFECTIVEINTHESHORTESTTIMEDURINGTHECREATIVEPROCESSATTHESAMETIME,IFADVERTISERSWANTTHEADVERTISEMENTS
21、LEAVEADEEPIMPRESSIONINPEOPLESBRAINS,THEYMUSTAVOIDTHELONGTERMSANDTRYTOUSETHEWORDSWHICHCANBEEASILYUNDERSTOODANDREMEMBEREDSOADVERTISERSMUSTCHOOSETHEPROPERWORDSANDMAKEFULLUSEOFEVERYWORDTOATTRACTREADERSATTENTIONENGLISHADVERTISINGTEXTSDISPLAYMANYCHARACTERISTICS,SUCHASFREQUENTUSEOFCOMPOUNDS,FLEXIBLEUSEOFCO
22、INAGESANDCLEVERUSEOFPERSONALPRONOUNS,WHICHWILLBEDISCUSSEDBRIEFLYANDSEPARATELYINTHEFOLLOWINGPARAGRAPHS21LEXICALFEATURESOFENGLISHADVERTISING211FREQUENTUSEOFMONOSYLLABICVERBSMONOSYLLABICVERBSARESHORTANDRHYTHMICALTHEYAREEASYTOPRONOUNCEANDEASYTOREMEMBERTHEYNOTONLYMAKEADVERTISINGTEXTSCONCISE,VIVIDANDSIMPL
23、E,BUTALSOSAVESPACE,TIMEANDMONEYTHEWORDSLIKEGO,USE,GIVE,TAKE,LOOK,ANDSOONAREUSUALLYUSEDLEECH1966154POINTSOUTTHATINADVERTISINGLANGUAGETHEMOSTFREQUENTWORDFOR“ACQUISITIONOFPRODUCT”ISGETINSTEADOFBUYTHEREASONFORTHISISITSUNPLEASANTCONNOTATIONSSPENDINGMONEYWHICHGETDOESNOTCONTAININSTEADGET,MAKE,LOVE,SHOW,TAK
24、EAREOFTENUSED1WELOVETOFLYANDITSHOWSDECTAAIRLINESALLTHEVERBSINEXAMPLE1AREMONOSYLLABICVERBSTHEVERBLOVEDENOTESTHEPASSENGERSPOSITIVEATTITUDETOWARDSTHEFLIGHTTHEVERBSHOWMAKESPEOPLEBELIEVETHATTHEAIRLINEISRELIABLETHISPIECEOFADVERTISINGISVERYSIMPLE,BUTWHENPEOPLEREADIT,THEYFEELGREATLYRELAXANDIMAGINETHEYJUSTFL
25、YINTHESKY212FLEXIBLEUSEOFCOINAGESCOINAGEMEANSTHATANEWWORDORPHRASEISCOINEDBYMEANSOFIMITATIONORBYFREELYCOMPOUNDINGTHEYAREOFTENCREATEDWITHTHEHELPOFSOMEPREFIXESORSUFFIXESUSUALLY,COINAGESCANATTRACTCUSTOMERSATTENTIONANDMEETTHEIRNEEDSWHATSMORE,FRESHLYMADEWORDSANDPHRASESWILLMAKEPEOPLETHINKTHATTHEPRODUCTORSE
26、RVICEBEINGADVERTISEDPOSSESSESPECULIARQUALITIESMANYWORDSINADVERTISEMENTSARETHOSENEWLYCOINED,ORDELIBERATELYMISSPELLED2TWOGETHERTHEULTIMATEALLINCLUSIVEONEPRICESUNKISSEDHOLIDAYEXAMPLE2ISANADVERTISEMENTWHICHCANSUPPLYTHETOURISMVACATIONFORCOUPLESTWOGETHERISTHEDISTORTEDFORMOF“TOGETHER”ANDBOTHOFTHEMARESIMILA
27、RINSPELLINGANDPRONUNCIATIONHERETHEPURPOSEOFUSING“TWO”INSTEADOF“TO”ISTOSTRESSTHECOUPLESTRAVELTOGETHERANDSHARETHEHAPPYHOLIDAYTOGETHER213CLEVERUSEOFPERSONALPRONOUNSPERSONALPRONOUNSCARRYIMPORTANTMEANINGSINADVERTISEMENTSGUYCOOKNOTES1992155THATADVERTISERSFAVORTHEUSEOFPRONOUNSANDTENDTOUSETHEMINPARTICULARWA
28、YS“WE”ISTHEMANUFACTURER,“I”ISOFTENTHEPEOPLEWHOHAVEMOTIVESTOPURCHASETHEPRODUCT“HE/SHE”ISVERYOFTENTHEPERSONWHODIDNOTUSETHEPRODUCTHOWEVER,“YOU”CANREFERTOMANYPEOPLESIMULTANEOUSLYUSINGPERSONALPRONOUNSCLEVERLYCANCREATEANEFFECTOFCLOSENESSAMONGCUSTOMERSASCUSTOMERS,THEYFEELMOREWELCOMEDANDCOMFORTABLEBYBEINGCA
29、LLED“I,YOU,WE,HE,SHEETC”FROMTHESEADVERTISEMENTS,CUSTOMERSFEELTHATTHEFEATUREDPRODUCTSAREREALLYPRODUCEDFORTHEM,SOTHEYWILLACCEPTTHEPRODUCTSINTHEADVERTISEMENTHAPPILYANDIMMEDIATELYAMONGTHEPERSONALPRONOUNS,THESECONDPERSONPRONOUN“YOU”ISMOSTFREQUENTLYUSEDINENGLISHADVERTISEMENTS3MERIDIANPRESIDENTBANGKOKHOTEL
30、THISISANADVERTISEMENTWITHTHECONVERSATIONALTONEITUSESTWOKINDSOFPERSONALPRONOUNS“YOU”AND“WE”ITMAKESTHEADVERTISEMENTREADMORENATURALLYANDKINDLYANDITISJUSTLIKEACONVERSATIONCONSUMERANDADVERTISERBETWEENTWOFRIENDSALTHOUGHTHETONEISALITTLERHETORICAL,ITWELLBEHAVEDADVERTISERSSELFCONFIDENCEANDITISEASYTOESTABLISH
31、THEGOODIMAGEFORADVERTISERS22SYNTACTICFEATURESOFENGLISHADVERTISINGINORDERTOCATCHTHEADDRESSEESEYESANDAROUSETHEIRINTERESTS,ADVERTISEMENTSSHOULDBEATTRACTIVE,SIMPLEANDEASYTOUNDERSTANDATTHESYNTACTICLEVELWEWILLFINDCONSTRUCTIONS“WHICHCANNOTBEGENERATEDBYANENGLISHGRAMMARBUTARENEVERTHELESSINTERPRETABLE”COOK,19
32、92140ANDITHASALSOBEENOBSERVEDBYVESTERGAARDTHATADVERTISINGCOPYHASATENDENCYTOCHOPSENTENCESINTOSHORTUNITSBYUSINGFULLSTOPSWHEREORDINARYPROSEWOULDUSECOMMASORNOPUNCTUATIONATALLVESTERGAARD,198522THEREFORE,ADVERTISERSUSUALLYPAYMUCHATTENTIONTOTHESENTENCESSIMPLESENTENCES,ELLIPTICALSENTENCESANDIMPERATIVESENTEN
33、CESAREWIDELYUSED221CONSTANTUSEOFSIMPLESENTENCESASIMPLESENTENCECONTAINSASIMPLEINDEPENDENTCLAUSEANDALLITSCONSTITUENTELEMENTSSUBJECT,VERB,OBJECT,COMPLEMENT,ADVERBIALAREPHRASES,NOTCLAUSESUSINGSIMPLESENTENCESINADVERTISEMENTSNOTONLYCANCONVEYASMUCHINFORMATIONASPOSSIBLEINLIMITEDTIMEFORTHESAKEOFSPACEANDMONEY
34、,BUTALSOCANMAKETHECONSUMERSREMEMBERTHEMEASILYANDQUICKLYLEECHOBSERVESTHATASUCCESSIONOFSIMPLESENTENCESCANPRODUCESIMPLICITYANDCLARITYLEECH,19662194QUALITYNEVERGOESOUTOFSTYLELEVISJEANSTHISEXAMPLEISASIMPLESENTENCEITISSMOOTHTOREADANDEASYTOUNDERSTANDINADDITION,ITEVOKESREADERSFEELINGOFINTIMACYANDPROMOTESCON
35、SUMERSTOBUYTHEPRODUCTSPOWERFULLY222COMMONUSEOFELLIPTICALSENTENCESELLIPTICALSENTENCESAREADOPTEDEASILYINADVERTISEMENTS,BECAUSETHEYHAVECLEARTHEMEACCORDINGTOGREGMYERS199457“THEOMISSIONDOESNTJUSTLETYOUFEELWHATYOUWANT,ITMAKESYOUACTIVEININTERPRETINGTHESENTENCE”THISKINDOFSENTENCECANNOTONLYMAKEADVERTISEMENTS
36、COMPACTBUTALSOAROUSEREADERSINTERESTSTOFINDTHEOMITTEDINFORMATIONSOINORDERTOATTRACTCONSUMERS,ADVERTISERSOFTENMAKEGOODUSEOFELLIPTICALSENTENCES5SAFEEASYQUICKANDWITHFUNKITCHENWONDERVEGETABLEPROCESSOREXAMPLE5ISAVERBLESSEXPRESSIONMADEUPOFTHREEADJECTIVESANDANADVERBIALGROUPTHISSENTENCEMAYBECOMPLETEDLIKETHISU
37、SINGKITCHENWONDERVEGETABLEPROCESSORISSAFE,EASY,ANDWITHFUNCOMPARINGTHEORIGINALONEWITHTHECHANGEDONE,WECANFINDTHEMEANINGORMESSAGETHEADVERTISERSWANTTOPASSTOCUSTOMERSAREMORECLEARINTHEORIGINALONESCLEARLY,THEELLIPTICALSENTENCESAREMORECONCISEANDMOREFORCEFULTOTHEREADERS223USUALUSEOFIMPERATIVESENTENCESUSUALUS
38、EOFIMPERATIVESENTENCESISADISTINCTPHENOMENONINENGLISHADVERTISEMENTSTHEYAREOFTENUSEDTOEXPRESSREQUIREMENTORORDERACCORDINGTOSTATISTICS,THEREISATLEASTONEIMPERATIVESENTENCEINEVERYFOURINENGLISHADVERTISINGTEXTSBECAUSEIMPERATIVESENTENCESEXPRESSIDEASDIRECTLYANDLEADREADERSTOSEIZETHEMESOFADVERTINGEASILYLEECH196
39、68BELIEVESTHATADVERTISINGCOMPOSERSNATURALLYBELIEVETHATTHEPUBLICHASTHEHABITOFACCEPTINGTHEBENEFICIALADVICETHATISEXPRESSEDBYIMPERATIVESENTENCES6“GOAHEADYOUCANRELYONUS”ANADVERTFORAXAINSURANCETHEREPRESENTINGOFIMAGINARYCREATURESORTHINGSASHAVINGHUMANPERSONALITIES,INTELLIGENCE,ANDEMOTIONSWHETHERREALORFICTIT
40、IOUS,BYANOTHERPERSON”INENGLISHADVERTISING,PERSONIFICATIONISAKINDOFVERYEFFECTIVEMEANSOFRHETORICTHEUSEOFPERSONIFICATIONCANPERSONIFYTHEADVERTISEDGOODSANDPOSSESSTHEMHUMANQUALITIESORFEELINGSSOITMAKESADVERTISEMENTSMOREACCEPTABLE9WHEREVERITHURTS,WELLHEALITEXAMPLE9ISANADVERTISEMENTABOUTREPAIRINGTHEPURSETHEW
41、RITERREGARDSTHEPURSEASTHELIVINGTHINGITMEANS“NOMATTERWHERETHEPURSEISINJURED,WELLCUREIT”THEWRITERALSOCOMPARESTHEBROKENPURSETOTHEINJUREDMAN,ANDITMAKESTHEADVERTISEMENTMOREVIVID3CHINESETRANSLATIONOFENGLISHADVERTISINGNOWADAYS,ALOTOFINTERNATIONALPRODUCTSAREPOURINGINTOTHECHINESEMARKET,ANDTHEADVERTISINGTRANS
42、LATIONBECOMESMOREANDMOREIMPORTANTHOWEVERITISDIFFICULTFORSOMETRANSLATORSTOTRANSLATEACCURATELYBECAUSEOFDIFFERENTCULTURES,TRADITIONS,LAWS,ECONOMIES,SOCIALLIVES,ETCTHEREFORE,THEPRAGMATICFAILURESOFTENEXISTINCHINESETRANSLATIONOFENGLISHADVERTISINGJENNYTHOMAS198391HASGIVENTHETERM“PRAGMATICFAILURE”TOTHEINABI
43、LITYTOUNDERSTAND“WHATISMEANTBYWHATISSAID”THEPRAGMATICFAILURESMANIFESTEDINTHETRANSLATIONOFENGLISHADVERTISEMENTSARENOTABLETOCATCHTHECONSUMERSEYESSOMEREASONSOFPRAGMALINGUSTICFAILURESINTHETRANSLATIONOFENGLISHADVERTISEMENTSAREDUETOTHEFOLLOWINGFACTORS31CURRENTSITUATIONINCHINESETRANSLATIONOFENGLISHADVERTIS
44、ING311UNFAMILIARWITHPHONETICCHARACTERISTICSTHERERESOMEDIFFERENCESINPHONETICSBETWEENCHINESEANDENGLISHINTHECHINESETRANSLATIONOFENGLISHADVERTISEMENTS,IFPEOPLEARENOTFAMILIARWITHTHEPHONETICCHARACTERISTICSOFTHESETWOLANGUAGES,THEYWILLEXPERIENCEPRAGMATICFAILURESINPHONETICSTHEREISAWESTERNPRODUCT“WATSON”WHICH
45、ISAPPEARINGINCHINESEMARKETANDWHENITISTRANSLATEDINTOCHINESE,ITSBRANDNAMEBECOMES“屈臣氏”THISTRANSLATIONISATOTALFAILURETRANSLATION,BECAUSEITMAKESCHINESECONSUMERSASSOCIATEWITHANIMAGETHATAPERSONWHOYIELDSTOOTHERSSOCONSUMERSWILLNOTBUYTHISPRODUCTATALLOTHERCHINESEBRANDNAMESSUCHAS“五虎”WUHU,“乌龙”WULONGALTHOUGHTHEYD
46、ONTHAVEAMBIGUOUSMEANINGSBYMEANSOFTRANSLITERATION,THEIRPRONUNCIATIONSWILLNOTBRINGANYGOODEFFECTSTOTHEIRPRODUCTSTHESEIMPROPERTRANSLATIONSOCCURBECAUSETHETRANSLATORSUSEPHONETICFORMSOFSOURCELANGUAGETOEXPRESSTHEINTENDEDILLOCUTIONARYFORCEINTARGETLANGUAGESOWHENTRANSLATORSTRANSLATEADVERTISEMENTS,THEYSHOULDMAK
47、EGREATEFFORTSTOAVOIDPRAGMATICFAILURESINPHONETICS312MISUNDERSTANDINGLEXICALMEANINGTHEREMAYBENOCOMPLETEEQUIVALENCEINCHINESEFORSOMEENGLISHWORDS,TRANSLATORSOFTENHAVEPRAGMALINGUISTICFAILURESINTRANSLATIONSOFENGLISHADVERTISEMENTSASDIFFERENTLANGUAGESVARYINWORDFORMATION,SOMETIMESPEOPLECANNOTFINDCHINESEEQUIVA
48、LENTSINENGLISHAVERYTYPICALEXAMPLEINCHINESETRANSLATIONOFENGLISHADVERTISEMENTSIS“OPIUM”WHICHISTHEBRANDNAMEOFAFRENCHPERFUMEFORMENINORDERTOACHIEVETHESAMEFUNCTIONOF“OPIUM”WHICHISADRUGMADEFROMPOPPYANDPLANTS,THETRANSLATORSTRANSLATEITINTO“鸦片”HOWEVER,THISPRODUCTDOESNOTATTRACTCONSUMERSATTENTIONDUETOITSCHINESE
49、TRANSLATIONMOSTCHINESEKNOWTHAT“OPIUM”ISANILLEGALDRUGANOTHEREXAMPLEISABOUT“SPRITE”,ABRANDNAMEOFCARBONATEDDRINKSITISWISETOTRANSLATEITINTO“雪碧”WHICHCANMAKECONSUMERSRELAXEDANDFEELCOMFORTABLEHOWEVER,THESPRITESORIGINALMEANINGOFENGLISHIS“精灵,妖精”313IGNORINGDIFFERENCEINSYNTAXTHETYPICALDIFFERENCEINSYNTAXBETWEENCHINESEANDENGLISHISTHEOMISSIONOFWORDSTHEWORDSWHICHARECONSIDEREDVERYNECESSARYANDVALUABLEINONELANGUAGEWILLBEUSELESSANDUNNECESSARYINANOTHERONETHISFAILUREOFADVERTISINGTRANSLATIONUSUALLYOCCURSWHENTRANSLATORIGNORESTHEESTABLISHEDEQUIVALENTSFORSOMEEXPRESSIONSORISTOOMUCHRESTRICTEDBYT
