本科生畢業(yè)論文（設(shè)計(jì)）冊(cè)作者姓名XX指導(dǎo)教師XXX所在學(xué)院XXX學(xué)院專業(yè)（系）英語(yǔ)教育班級(jí)（屆）XXXX級(jí)X班完成日期XXXX年5月8日XXXX大學(xué)本科畢業(yè)論文（設(shè)計(jì)）任務(wù)書(shū)編號(hào)：論文（設(shè)計(jì)）題目：商業(yè)廣告翻譯策略探究學(xué)院：XXX學(xué)院專業(yè)：英語(yǔ)教育班級(jí)：X班學(xué)生姓名：XX學(xué)號(hào)：XXXX指導(dǎo)教師：XXX職稱：XX論文（設(shè)計(jì)）研究目標(biāo)及主要任務(wù)廣告是一種具有很高商業(yè)價(jià)值和實(shí)用性的文體，一則廣告必須具備說(shuō)服力和記憶價(jià)值。本文著重研究商業(yè)廣告中英文翻譯的策略，給譯者提供較為實(shí)用的廣告翻譯方法。論文（設(shè)計(jì)）的主要內(nèi)容該論文包括五部分。本文第一部分討論了商業(yè)廣告翻譯的幾個(gè)基本概念和商業(yè)廣告業(yè)的發(fā)展趨勢(shì)。在第二部分分別從三個(gè)部分論述了中英廣告用語(yǔ)的不同特點(diǎn)。接下來(lái)介紹了廣告翻譯的理論基礎(chǔ)，然后將翻譯理論與商業(yè)廣告翻譯實(shí)際相結(jié)合，總結(jié)了商業(yè)廣告翻譯的評(píng)價(jià)標(biāo)準(zhǔn)，以奈達(dá)的“動(dòng)態(tài)對(duì)等”理論作為主要理論基礎(chǔ)。本文的最后部分總結(jié)了在中英商業(yè)廣告翻譯過(guò)程中常用的七種翻譯方法，并附有實(shí)例及評(píng)論。論文（設(shè)計(jì)）的基礎(chǔ)條件及研究路線從廣告翻譯的理論出發(fā)，分析廣告翻譯的發(fā)展，評(píng)析廣告翻譯的標(biāo)準(zhǔn)，主要研究路線是廣告翻譯的語(yǔ)言特點(diǎn)，廣告翻譯的理論基礎(chǔ)，廣告翻譯的實(shí)踐應(yīng)用。主要參考文獻(xiàn)EugeneAlbertNida.1964ASynopsisofEnglishSyntaxSummer.Oklahoma:InstituteofLinguistics,UniversityofOklahomaPress郭著章，李慶生.2003.英漢互譯實(shí)用教程，武漢：武漢大學(xué)出版社劉衛(wèi)東，2001，尋求廣告翻譯的最佳關(guān)聯(lián)，南寧：廣西大學(xué)出版社計(jì)劃進(jìn)度階段起止日期1初定題目查閱資料2012-12-2013-32列出提綱2013-3-2013-43確定初稿2013-4-2013-54論文定稿2013-5-085指導(dǎo)教師：年月日教研室主任：年月日注：一式三份，學(xué)院（系）、指導(dǎo)教師、學(xué)生各一份XXXX大學(xué)本科生畢業(yè)論文（設(shè)計(jì)）開(kāi)題報(bào)告書(shū)學(xué)生姓名XX論文（設(shè)計(jì)）題目商業(yè)廣告翻譯策略探究指導(dǎo)教師XXX專業(yè)職稱XX所屬教研室商務(wù)英語(yǔ)研究研究方向翻譯課題論證：近年來(lái)隨著商品經(jīng)濟(jì)的發(fā)展和各國(guó)經(jīng)貿(mào)交往的增加，隨著世界經(jīng)濟(jì)的逐漸融合蓬勃發(fā)展和進(jìn)出口貿(mào)易的日益興盛,來(lái)自世界各地的國(guó)家和地區(qū)爭(zhēng)先恐后地在異國(guó)占領(lǐng)市場(chǎng)。因此，中英文廣告的翻譯顯得越來(lái)越重要。它強(qiáng)調(diào)的是譯文的效果，不僅要提供明白易懂的商品信息，而且還要具有原文的感染力,讓譯文讀者也能獲得同樣的感受。本文就現(xiàn)實(shí)生活中的一些典型的英語(yǔ)廣告著手,從翻譯效果的角度探討如何在廣告翻譯中實(shí)現(xiàn)在功能對(duì)等的基礎(chǔ)上的效果。本文首先討論了商業(yè)廣告翻譯的幾個(gè)基本概念和商業(yè)廣告業(yè)的發(fā)展趨勢(shì)。然后分別論述了中英廣告用語(yǔ)的不同特點(diǎn)。接下來(lái)介紹了廣告翻譯的理論基礎(chǔ)，首先從宏觀介紹了幾種較為流行的翻譯理論，包括中國(guó)古代嚴(yán)復(fù)的“信、達(dá)、雅”，奈達(dá)以及紐馬克的主要理論，然后將翻譯理論與商業(yè)廣告翻譯實(shí)際相結(jié)合，總結(jié)了商業(yè)廣告翻譯的評(píng)價(jià)標(biāo)準(zhǔn)，以奈達(dá)的“動(dòng)態(tài)對(duì)等”理論作為主要理論基礎(chǔ)。最后總結(jié)了在中英商業(yè)廣告翻譯過(guò)程中常用的七種翻譯策略，包括直譯、意譯、音譯、增譯、減譯、套譯、轉(zhuǎn)譯。方案設(shè)計(jì)：從廣告翻譯的理論出發(fā)，分析廣告翻譯的發(fā)展，評(píng)析廣告翻譯的標(biāo)準(zhǔn)，主要研究路線是廣告翻譯的語(yǔ)言特點(diǎn)，廣告翻譯的理論基礎(chǔ)，廣告翻譯的實(shí)踐應(yīng)用。進(jìn)度計(jì)劃：2012年12月至次年3月確定題目及查閱相關(guān)文獻(xiàn)2013年3月31號(hào)列出提綱2013年4月20號(hào)確定初稿2013年5月8號(hào)論文定稿指導(dǎo)教師意見(jiàn)：指導(dǎo)教師簽名：年月日教研室意見(jiàn)：教研室主任簽名：年月日XXXX大學(xué)本科生畢業(yè)論文（設(shè)計(jì)）文獻(xiàn)綜述LiteratureReviewIntranslationhistory,FunctionalEquivalenceisavariantofthecomparableeffect.Tylter,Britishtranslationtheorists,wasthefirstpersonwhoproposedthecomparableeffecttheory.In1790,inhisbook"OnthePrinciplesofTranslation",hegavethe"goodtranslation"adefinition:"Agoodtranslationistocompletelyconverttheadvantagesoftheoriginaltexttoanotherlanguage,enablethosepeopleintargetlanguagecountriescanclearlycomprehend,strongfeelings,justaspeopleusingtheoriginallanguagecomprehension."Thismeansthatagoodtranslationshouldbeabletomakethesameeffectindifferentlanguagesocietiesasthatintheoriginalone.TheGermantranslationtheoristsKaulcalleditcomparableeffect(sameeffect)inthebook"ArtofTranslation"in1896.Theconceptoffunctionaladequacyintranslatinghasbeendescribedinanumberofbooksandarticlesas“dynamicequivalence”．ItwasfirstputforwardinTowardaScienceofTranslating(1964)andelaboratedinTheTheoryandPracticeTranslation(1969)ingreatdetail.FunctionalEquivalenceisthesamethatofdynamicequivalence.Thusdynamicequivalenceisdefinedas‘‘thatintermsofthedegreetowhichthereceptorsofthemessageinthereceptorlanguagerespondtoitissubstantiallythesamemannerasthereceptorsinthesourcelanguage”(Nida＆Tabet,1969).Attheendofthe19thcentury,YanFu,putforththethreeprincipleoftranslation—faithfulness,expressivenessandelegance.Faithfulnessmeansequivalence,mainlyconcerningthecontent.Expressivenessreferstotherelationshipbetweenthemessageandthereceptors.Elegancerelatetostyle.Inaword,YanFumadegreatcontributionstothedevelopmentoftranslationofChina.Afterwards,thereisagreatnumberoftranslatorsandtranslationtheoristsuchasLuXun,QuQiubaiandJiXianlin,etc.Theyalsoputforwardalotoftranslationtheoriessimilartoequivalencetheoryinthewesterncountries.Allofthemhavecontributedtothedevelopmentofequivalencetheory.Functionalequivalenceisoneofthemostsuitabletranslationtheoriesforadvertisingtranslation.Theterm“equivalence”intranslationfirstappearedinJ.R.Firth’swriting(1957)whenhestatedthat“theso-calledtranslationequivalencebetweentwolanguagesareneverreallyequivalent”(Snell-Hornby,1988).Briefly，J.R.Firth，Nida,Catford,Baker,NewmarkandWilss，allofthesetheoristshaveendeavoredtointerpretthenotionofequivalence，approachedequivalencefromdifferentanglesandperspectivesandallhavecontributedmuchtothisareaofresearch.In1969thefamousAmericantranslationtheoristEugeneA.Nidaputforwardfunctionalequivalencetheory.Unlikethetraditionaltranslationtheoriesthatmainlystressthecorrespondencebetweenthesourcelanguageandtargetlanguage,Nida’sfunctionalequivalencetheoryreader’sresponse.Nidapointsoutthatinordertoreachtheidealtranslation,itisnecessarytofindtheclosetnaturalequivalence.Nida'sfunctionalequivalencetheoryopenedupanewperspectivetotranslationstudies.InNida’sview,translationisnotonlytheequivalenceofwords’meaning,butalsoincludessemantics,andstyle,themessagetranslationofboththesurfacelexicalinformation,butalsodeepculturalinformation.Nida’sfocusonreceptor’sresponseinhisnewconceptoftranslatingisactuallythetheoryofdynamicequivalence,whichisdirectedprimarilytowardequivalenceofresponseratherthanequivalenceofform(Nida,1969).InNidasopinion,adynamicequivalenttranslationmustfitthereceptorlanguageandcultureinordertomakethetranslatedmessageintelligibleandnaturaltothetargetlanguagereceptors.“Atranslationofdynamicequivalenceaimsatcompletenaturalnessofexpression，andtriestorelatethereceptortomodesofbehaviorrelevantwithinthecontextofhisownculture；itdoesnotinsistthatheunderstandstheculturalpatternsofthesourcelanguagecontextinordertocomprehendthemessage(Nida，1964：159).”In1969,inNida’swork,fromonelanguagetoanother,hestartedtousethetermfunctionalequivalencetoreplacedynamicequivalent.However,thereisnotmuchdifferencebetweenthem.Nidadescribedfunctionalequivalencelikethis:Basically,dynamicequivalencehasbeendescribedintermsoffunctionalequivalence.Thetranslationhasbeendefinedonthebasisthatthereceptorsofatranslationshouldcomprehendthetranslatedtexttosuchallextentthattheycallunderstandhowtheoriginalreceptorsmusthaveunderstoodtheoriginaltext(Nida,1969).”Nidafurtherperfecthistheoryinthe1990s.InhisbookLanguage,CultureandTranslating,hedividedfunctionalequivalenceintodifferentdegreesofadequacyfromminimaltomaximaleffectivenessonthebasisofbothcognitiveandexperientialfactors.TheMinimaldefinitionoffunctionalequivalenceis“Thereadersofatranslatedtextshouldbeabletocomprehendittothepointthattheycallconceiveofhowtheoriginalreadersofthetextmusthaveunderstoodandappreciatedit.”TheMaximaldefinitionoffunctionalequivalencecouldbestatedas“Thereadersofatranslatedtextshouldbeabletounderstandandappreciateitinessentiallythesamemannerastheoriginalreadersdid”.編號(hào)：本科生畢業(yè)論文設(shè)計(jì)題目商業(yè)廣告翻譯策略探究作者姓名XX指導(dǎo)教師XXX所在學(xué)院XXX學(xué)院專業(yè)（系）英語(yǔ)教育班級(jí)（屆）XXXX級(jí)X班完成日期XXXX年5月8日AnanalysisoftheStrategiesinTranslatingCommercialAdvertisingsBYXX Prof.XXX,Tutor AThesisSubmittedtoDepartmentofEnglishTranslationinPartialFulfillmentoftheRequirementsfortheDegreeofB.AinEnglishAtXXXXUniversityMay.8th,XXXXAbstractⅲNowadays,internationaltradeisbecomingincreasinglyfrequent,andinternationaladvertisingindustryisboomingaccordingly.Advertisingisaformofpropagandawhichisusedbymultinationalcorporationswhentheyconductcross-culturalandcross-borderbusiness.Inthisprocess,commercialadvertisingtranslationplaysanimportantrole.Asuccessfultranslationofanadvertisementcaninstantlyleaveanindelibleimpressioninpeople’sminds.Inordertotranslateadvertisingsbetter,thetranslatormustpayattentiontosometipsorstrategies.ThisthesisisaboutstrategiesoftranslatingadvertisingsbetweenEnglishandChinese.Firstly,somebasicconceptsaboutcommercialadvertisingsarediscussed,togetherwiththedevelopmentofadvertisingindustry.ConsideringthedifferencesbetweenEnglishandChinese,thefeaturesofadvertisingtextsarediscussedfromthreeperspectivesrespectivelyinthesecondpart.Thefollowingpartisaboutthetheoriesoftranslation.Thispartisdividedintotwoparts.Inthefirstpart,thepopulartranslationtheoriesofmanytheoristsareintroduced,suchasYanFu,NidaandNewmark.Amongthesetheorists,Nida’stheoryofDynamicEquivalenceisconsideredasthefundamentaltheoryintranslatingcommercialadvertisingsinthisthesis.ThesecondchapterisabouttheapplicationofNida’stheoryofDynamicEquivalenceintranslatingcommercialadvertisings.Thefinalpartofthisthesisisaboutthesevenstrategieswhicharefrequentlyusedinpracticalwork.Allthesestrategiesareelaboratedwithexamplesandcriticism.KeywordsTranslationAdvertisingDynamicEquivalence摘要ⅳ隨著國(guó)際商貿(mào)交往的日益頻繁,國(guó)際廣告業(yè)蓬勃發(fā)展。廣告成為了許多跨國(guó)公司商業(yè)營(yíng)銷的一種宣傳形式。在跨文化跨國(guó)界的商業(yè)交流中，廣告翻譯發(fā)揮著十分重要的作用。一句翻譯到位的廣告詞往往可以瞬間在人們心中留下不可磨滅的印象。而要做好廣告翻譯必須講究一些技巧或策略。本文主要論述中英廣告翻譯中的策略。本文第一部分討論了商業(yè)廣告翻譯的幾個(gè)基本概念和商業(yè)廣告業(yè)的發(fā)展趨勢(shì)。鑒于中英文文體差異較大，本文在第二部分分別從三個(gè)部分論述了中英廣告用語(yǔ)的不同特點(diǎn)。接下來(lái)介紹了廣告翻譯的理論基礎(chǔ)，首先從宏觀介紹了幾種較為流行的翻譯理論，包括中國(guó)古代嚴(yán)復(fù)的“信、達(dá)、雅”，奈達(dá)以及紐馬克的主要理論，然后將翻譯理論與商業(yè)廣告翻譯實(shí)際相結(jié)合，總結(jié)了商業(yè)廣告翻譯的評(píng)價(jià)標(biāo)準(zhǔn)，以奈達(dá)的“動(dòng)態(tài)對(duì)等”理論作為主要理論基礎(chǔ)。本文的最后部分總結(jié)了在中英商業(yè)廣告翻譯過(guò)程中常用的七種翻譯方法，并附有實(shí)例及評(píng)論。關(guān)鍵詞翻譯廣告動(dòng)態(tài)對(duì)等ⅴTableofContentsAbstract……………ⅲAbstractinChinese…………………ⅳTableofContents……………………ⅴChapterⅠIntroduction………………1ChapterⅡExplainingAdvertising…………………32.1Definition……………………32.2FeaturesofCommercialAdvertisingTexts…………………3ChapterⅢRelatedTheoriesinCommercialAdvertisingTranslation……………93.1BasicTheoriesofTranslation………………93.2TheCriteriaforaGoodCommercialAdvertisingTranslation……………11ChapterⅣBasicStrategiesofCommercialAdvertisingTranslation…………174.1LiteralTranslation………174.2FreeTranslation………194.3Transliteration……………214.4Amplification………………224.5Omission……………………224.6Formula……………………234.7Conversion………………24ChapterⅤConclusion……………26Bibliography………………………28ChapterⅠIntroductionNowadays,withtherapiddevelopmentoftheeconomyofChina,commercialadvertisingplaysanincreasinglyimportantroleinspreadinginformationandencouragingsales.Ontheonehand,Chineseproductscomeintotheworldmarket.Manybrandshaveacquiredglobalpraise,suchasHaier（海爾）,GIANT（捷安特）,andLenovo（聯(lián)想）.Atthesametime,alargenumberofforeignbrandspourintoChinesemarket,suchasNestle（雀巢）,Nike（耐克）,andCocoCola（可口可樂(lè)）.Moreover,withtheappearanceofnewspaper,radio,television,internetandotherkindsofmediagoeshandinhandwiththispromisingindustry—commercialadvertising.Whetheryoulikeitornot,ithasbecomepartofoureverydaylife.Commercialadvertisings,especiallythekindintheshapeoftexts,spreadsofastthatalmosteveryonecanmatchthewordswiththecorrespondingcompaniesandproducts.Underthecircumstancesofglobalization,commercialadvertisingshavebecomeaninternationalphenomena,socommercialadvertisingtranslationhasbecomeasignificantcross-culturalactivity.“Theadvertisingmessagetodayisaddressedtoavaster,morestratifiedpublic,thespreadingandfixingofculturalandestheticclichés.”（Firestone,2009）Commercialadvertisingtranslation,differentfromotherkindsoftranslation,emphasizesmoreonadaptability,transmissibilityandpracticality.Intheprocessofcommercialadvertisingtranslation,thetranslatorswillmeetvariouskindsofproblems.Accordingly,inordertotranslatetheoriginaltextsintothetarget-languageversion,thetranslatorswilladoptdifferentkindsofstrategiesafterrepeateddeliberation.However,thestudyofcommercialadvertisingtranslationisnotenough,anditstillremainsunsystematicandimmature.Thequalityofthetranslationofcommercialadvertisingsgoeshandinhandwithforeigntradeandeconomiccommunication.Oncethetranslatormakesanerror,itisboundtohaveagreatinfluenceonthemindsofcustomersandpotentialcustomers.What’sworst,theimageofthecorrespondingbrandswilldefinitelybedestroyedandthelossofthecompanyandstaffisuncountable.Althoughmanyenterpriseshavenoticedtheimportanceofthispoint,therearestillalotofpeopletranslateadvertisingsundertheguidanceoftraditionalstrategies.Traditionaltranslationtheoriststendtodiscusstranslationonthebasisoffaithfulnessandequivalencewhileoverlookingthesubjectivityofthetranslators.AsfarasIamconcerned,ifweapplythetraditionaltheoriesintopractice,wecannottranslatewellinmostcases.What’smore,manymoderntheoristsputforwardsomenewtranslationtheories,whichopenanewlooktothisfield.So,itisreallynecessaryforustranslatorstomakeathoroughinquirytocommercialadvertisingtranslationandupdatethestrategiesbasedonthepreviousresearches.ThisthesismainlydiscussesthemostpracticalandthemostfrequentlyusedstrategiesinadvertisingtranslationbetweenChineseandEnglish.Itisdividedintofivechaptersincludingintroductionandconclusion.Thesecondchapterexplainsthedefinitionofcommercialadvertisingsandgivesashortanalysistothefeaturesofadvertisingtextsfromlexis,syntaxandrhetoricaspects,bothfromtheChineseviewandEnglishviewrespectively.ThethirdchaptermakesabriefreviewofseveralpopulartheoriesoverthecriteriaoftranslationandpointsoutthattheDynamicEquivalenceisalwaystheguidingconceptintranslatingcommercialadvertisings.Thefourthchapteristhemainpartofthisdissertation,whichfocusesonthemostfrequently-usedstrategiesinpracticaladvertisingtranslationincludingliteraltranslation,freetranslation,transliteration,amplification,omission,division,formulaandconversionwithalotofexamplesandcriticism.Thelastchapteristheconclusion.Withthepurposeofgivingtranslators,especiallythoseinbusinessaffairssomeeffectiveapproaches,thisdissertationisbasedontheDynamicEquivalencetheoryofEugeneNida,Americanlinguist,translatorandtranslationtheorist.ChapterⅡExplainingCommercialAdvertisings2.1DefinitionInthebeginning,weshouldhaveacleardefinitionforadvertisingsandcommercialadvertisings.Theword“adventure”isoriginatedfromLatinword“advertere”,whichmeansatoolthatcanarousepublicattentionandleadtotheusageofanobject.Inmoderntimes,advertisinghasbecomeaformofcommunicationformarketing,anditisusedtoencourage,persuade,ormanipulateanaudiencetocontinueortakesomenewaction.Inmostcases,theexpectedresultistodrivethebehaviorofconsumerswithrespecttoaproduct.TheauthorizeddefinitionofcommercialadvertisingwhichisrecognizedbythemajorityisfromAMA（AmericanMarketingAssociation）,whichreads“Advertisingisanon-personalformofinformationdissemination,itisanpersuasiveintroductionofaparticularproductbywayofpayingthroughvariousmedia.”“Bywayofpaying”emphasizesthecommercialproperty,andtheadjective“persuasive”laysstressontheimportanceofthelanguageusedincommercialadvertisings.Theremustbesomefixedfeaturesofcommercialadvertisingtexts.2.2Featuresofcommercialadvertisingtexts2.2.1FeaturesofEnglishCommercialAdvertisingTextsLexisCommercialadvertisingtextsmustbeconcise,vividandattractive.Therefore,theeffectoftheaccuracyofthewordschosenhasgreatimpactontheresultoftheadvertising.Firstofall,thewordsshouldbetheorallyusedonesinsteadoftheabstruseandacademiconestoinsurethatthemajorityofthepeoplecanunderstandit,eventhosewhohaveapooreducationbackground.Eg:IntelInside（IntelPentium）ConnectingPeople（Nokia）Allthewordsinaboveadvertisingshavejustonemainaccent.Prepositionandsimplenounwordsareused,makingtheaudiencefeelasenseoffamiliarity.Besides,translatorswillcoinsomenewwordsimaginativelytoachieveamixedeffectoffreshnessandfamiliarity.Eg:Fresh-upwithseven-up.（Seven-up）Hi-Fi,Hi-Fun,Hi-Fashion,onlyfromSony.Thewords“seven-up,Hi-Fi,Hi-Fun,Hi-Fashion”arenotthestandardEnglishspelling,butthecreationoftheadvertisers.SyntaxGenerallyspeaking,thesentencesofcommercialadvertisingsareshortandstraightforward.Simplesentencesandimperativesentencesarewidelyused.Toensurethatthesentencescanbeeasilyboreinmind,theEnglishtranslatorstryeverythingtheycantoavoidlongcompoundsentences.Inaddition,phrasesarethefirstchoiceandthecomplicatedstructureofgrammarisoftennotadapted.Eg:Thetasteisgreat!（NestleCoffee）Justdoit!（Nike）Thefirstadvertisingisthesimplestructureof“SVC”（Subject+Verb+Complement）.Thesecondisanimperativesentence.Thethirdandfourtharebothnounphrases.RhetoricEnglishcommercialadvertisingsisacollectionofrhetoricdevices.Thefrequentlyusedonesincludingsimile,overstatement,parallelism,pun,etc.Eg:Featherwater,lightasafeather.（FeatherwaterGlasses）Asgentleasmother’shand.（Johnsonbabysoap）Theword“as”inthesetwoadvertisingsarethesymbolofsimile.Thisfigureofspeechcangivetheconsumersrelativelydirectiveimpression.Theaudiencecangettheleadingpropertiesoftheproductthroughtheassociationbetweenthesourceandtarget.Eg:TheBestFriendThirsteverHad.（CocoCola）TheBestorNothing（Mercedes-Benz）ThefirstadvertisingisbornintheGreatDepression.Inthattime,everyoneisthirstyforapeacefullifeandCocoColajustmadeuseofthissocialatmospheretoimprovethefaithofpeople.ThesecondadvertisingisthesloganforBenzcorporationandcanbeconsideredasitseverlastinggoal.Bothofthetwocommercialadvertisingsoftenincludesuperlativedegreeadjectivestoreachastrongartisticeffect.Althoughthepropertiesoftheproductsareoverstated,itisstillbasedonthefactbecausetherearenoabsoluterulestojudgethequalityamongsuchalargemarket.Eg:Themisfits.Therebels.Thetrouble-makers.（Apple）CrunchyOutsideSpicyInside（KFC）OIC（OICGlasses）Thefirstandsecondadvertisingsarebothinparallelstructure.ThefirstisanemploymentadventureofAppleCompany,whichemphasizestherequirementsofthepersonalityoftheirstaff.TheseconddepictsthetasteofthefriedchickenofKFC.Thisstructureisconciseandhasaneffectofcontrastinsomeway.Thewordsarearrangedinrhythm.Thelastoneismadeuseofhomophonicpun.Itisadelicatecombinationofthesound“Oh,Isee”andthebrandofthecompany.2.2.2FeaturesofChineseCommercialAdvertisingTextsStrictlyspeaking,thehistoryofmoderncommercialadvertisingisshorterthanthatintheWest.Therefore,Chineseadvertisersoftenborrowtheexperienceofwesterncommercialadvertisers.However,thefeaturesoflanguagebetweenChineseandEnglisharesodifferentthatitisnecessarytoseeChinesecommercialtextsinaChineseway.LexisIdiomisanimportantandspecialpartinChineselanguage.Chinesecommercialadvertisingsoftenuseidiomsbecauseofitsparticularandestablishedimpressioninpeople’smind.Beside,idiomsmaketextsmorepolishedandgentle.Eg:車到山前必有路，有路必有豐田車。（豐田汽車）科技以人為本。（諾基亞）一視同仁。（某火葬場(chǎng)）“車道山前必有路”isfromanancientpoeminChina,whichalmosteveryoneisfamiliarwith.Theimageofabroadandstraightroadiscloselyconnectedwithanexcellentcar.“以人為本”isapopularpoliticaltermwithChinesecharacter.Useditinadvertising,itgivesconsumersapotentialfeelingofsolemnandcredibility.CremationisamustforordinarypeopleinChina,and“一視同仁”isahumorouswaytorespondtothispolicy.Thelastoneisacommonproverb,matchingthefunctionofhardwarestoreswell.AlltheseslogansareextractsoftypicalChineseelements,whichcanbeacceptedeasilybyChineseconsumers.SyntaxChinesecommercialadvertisingtextsonthesyntaxlevelhavethesamerequirementwithEnglishones—concise.Atthesametime,Chineseadvertisingsoftenuseexclamatorysentencestostrengthentheeffectofexpression.Eg:安踏——我選擇，我喜歡?。ò蔡み\(yùn)動(dòng)鞋）農(nóng)夫山泉有點(diǎn)甜。（農(nóng)夫山泉礦泉水）男人的世界（金利來(lái)）Thefirsttwoadvertisingsarebothendedwithaexclamationmark,stressingthetoneoftheimaginedadvertisers.“選擇，喜歡，地盤,有點(diǎn)甜”arethecommonlyusedoralwordsinChinese,featuringacatchyandlovelystyle,sotheycaneasilybepopularinChinesemarket.Thelastoneisanounphrasewhichomittedthebrand’snameasasubject,thusemphasizingthecharacteristicsofthebrand.RhetoricApartfromanalogy,overstatement,contrast,andparallelism,thereisaspecialfigureofspeechthatiswidelyusedinChinesecommercialadvertisings—anadiplosis,whichistranslatedas頂真inChinese.Itmeansthatthelastfewwordswhichserveasanendwillserveasthebeginningofthenextclause.AnotherfeatureisthatChineseadvertisingtextsarealwayspieceswithfourChinesecharactersbecauseChineseidiomsareoftenphraseswithfourChinesecharacters.Eg:今年過(guò)年不收禮，收禮只收腦白金。（腦白金）中國(guó)平安，平安中國(guó)。（平安保險(xiǎn)公司）ThefirstadvertisingisbroadcastedontelevisioninChina.Althoughthereisanobviousgrammaticalmistakeinthesetexts,wehavetoadmititspropagationeffect.Thesecondexamplealsobelongstotherepetitioncategory,whichusethefixedmeaningoftheword“peace”asanadjectiveaswellasthebrandoftheinsurancecompany.ChapterⅢCommercialAdvertisingTranslation3.1BasicTheoriesofTranslation3.1.1TheDefinitionofTranslationandCommercialAdvertisingTranslation“Translationisanart,bilingualart.”（Guo，2003）Translationisanactivitybetweenthesourcelanguageandtargetlanguage,whichservestoimitatethethoughtofpeople.Itisdifficulttobemastered,andeventheoneswhoknowaforeignlanguagewellmaynotbeasuccessfultranslator.Translationrequiresalot,includingthegoodknowledgeofboththetwolanguages,abroadcommonknowledgeofvariouskinds,aswellasthenecessaryskillsintranslating.Translatingcommercialadvertisingsmeansthetranslatorshouldexpressthecoremeaningoftheoriginaladvertisingofaparticularproductandcreateanadvertisinginthetargetlanguagewhichhavethesameeffectinthetargetmarketastheoriginalonesinthatmarket.3.1.2TheRequirementsofCommercialAdvertisingTranslationWhentranslatingcommercialadvertisings,inthefirstplace,thetranslatormusthaveadeepandcomprehensiveunderstandingofthecorrespondingcompany,product,theideasofthecompany,andmostimportantofall,thesituationofthetargetmarket.Onlywhenthetranslatorchoosesthetermsthatcanconquertheheartofthetargetconsumers,theaimofthetranslationisachieved.Therefore,beforetranslating,itwouldbebetterifthetranslatorconductasurveyonthetargetconsumers,includingtheirrequirementsandpsychologicalstate.Inaddition,astimegoesby,thetranslatorshouldchangetheiradvertisingtextswithtime.Iftherearedifferentadvertisingsconcerningoneproduct,theconnectionbetweentheneighboringtextsshouldbeattachedgreatimportance.Commercialadvertisingtranslation,insomeway,canbeseenasakindofculturalcommunicationinthebusinessfield.Averyimportantpointwecannotneglectedinthisprocessisthesenseofexistedbarriersbetweenthetargetcultureandsourceculture.ThetranslatorsmustbeawareofthedifferencebetweenChinesecultureandwesternculture.“Itwouldbemoreaccuratetoargueinfavorofanadvertisementthatisattractive,seductive,andexpressedintermsthatrespecttheaverageleveloftasteandculture.”（Guo,2009）Iftranslatorscannotswitchthewordsintotheonesthatfittheaestheticstandardsofthetargetconsumers,thetranslationwillbeafailurewhichcannotreachtheexpectedeffects.Firstofall,thetranslatorsshouldunderstandtheforeigncultureandthepsychologicalstateoftheforeignpeople.Takeakindoflipsticknamed“芳芳”inChineseasanexample.ThisnameofbrandhasaniceandrosyimplicationinChinese,whichisconnectedwithafigureofaprettygirl.However,ifwetranslatethisbrandnamejustbytransliterationas“Fangfang”,thereaderswithanEnglishbackgroundwillgetasenseofterror.Because“fang”isalsoanEnglishwordwhichmeans“along,sharptoothofadog”or“asnake’spoison-tooth”.Thus,theimagethatemergesintheirmindinnotaprettylittlegirlbutaviolentdogorsnake.Anothercaseisaverypopularinstantflournamed“白象”.Ifthetranslatordoesnothavetheknowledgethat“WhiteElephant”inEnglishmeans“aburdensomepossession”,itislikelythat“WhiteElephant”willbetheirfirstchoice,whichwillbeajokeintranslation.Secondly,inordertotransfertheoriginalmessagetothetargetconsumers,sometimesitisnecessarytomakesometransformation.Forexample,ifwetranslatethebrand“玉兔”as“JadeRabbit”,theresultisnotasgoodas“MoonRabbit”.Thereasonwhy“MoonRabbit”isbetteristhat“JadeRabbit”willprobablybemistakenbecausetherabbittoyisprobablymadeinjadestone.What’smore,“玉兔”isanimageinancientChinesemyth.Inthatstory,玉兔keepscompanywiththegoddessinthemoon,wherethereisalaureltree.Thus,玉兔canbeseenasthesymbolofmooninthemindofChinesepeople.And“MoonRabbit”reflectstheshadowoftraditionalChineseculture,whichwillbeacceptedquicklyandeasily.Inthatway,althoughthetranslationdoesn’thewtoword-to-wordprinciple,theaestheticfeelingofwesternpeopleisthesameas“玉兔”ofChinesepeople.Anotherexcellenttranslationwhichisacclaimedbymanyscholarsisakindofsoftdrinknamed“7-up”.It’sChinesetranslationis“七喜”.Theword“up”hasmanyculturalactiveimplicationsinEnglish.Asanadjective,itcouldbeunderstoodas“beingo