domestication and foreignization in advertisement translation 廣告翻譯的歸化與異化

1、<p>　　Domestication and Foreignization in Advertisement Translation</p><p>　　廣告翻譯的歸化與異化</p><p>　　一、原始依據(jù)（包括設(shè)計或論文的工作基礎(chǔ),研究條件,應(yīng)用環(huán)境，工作目的。）</p><p>　　At present, the world has become

2、a highly connected and open world, the cooperation and the communication among different countries is more frequent than ever, and the traditional cultural pattern has been improved. In order to sell out more products in

3、 the world market, the most powerful way is advertising, so the translation of ads becomes essential. Domestication and foreignization are the two main ways of ads translation. Domestication focus on the effectiveness, l

4、ess strange words exits in </p><p><b>　　二、參考文獻</b></p><p>　　[1] Venuti, L. The translator’s invisibility –A history of translation (M) London and New York: Routledge, 1995.</p>

5、;<p>　　[2] Newmark A textbook of translation (M) London: Prentice Hall International (UK) Ltd 1988.</p><p>　　[3] Mueller, Barbara. International Advertising Communicating Across Cultures. Da Lian: N

6、ortheast Financial University Press, 1998. </p><p>　　[4] 劉金俠. 歸化與異化理論在商業(yè)廣告翻譯中的應(yīng)用與解析. 全國中文核心期刊.1998 </p><p>　　[5] 三友李靜. 廣告翻譯中的文化轉(zhuǎn)換. 中國科技翻譯.1997.</p><p>　　[6] 蔣磊. 英語文化差異與廣告的語用翻譯. 中

7、國翻譯.2002.</p><p>　　[7] 凌征華. 英漢廣告差異及其翻譯. 全國中文核心期刊.2003.</p><p>　　[8] 林琳,單小艷. 文化因素在廣告翻譯中的體現(xiàn). 全國中文核心期刊.1996.</p><p>　　[9] 賈文波. 文本類型的翻譯策略導(dǎo)向. 上?？萍挤g.1996</p><p>　　[10] 曹順

8、發(fā). 談廣告用語的翻譯. 涪陵師專學報.2002.</p><p>　　[11] 馮煥紅. 淺談中英語言與文化差異對廣告翻譯的影響. 中國校外教育.2004.</p><p>　　[12] 鄧建輝. 廣告翻譯中的文化因素. 全國中文核心期刊.2003.</p><p>　　[13] 王雪松. 廣告翻譯中的跨文化因素. 全國中文核心期刊.2001.</p>

9、<p>　　三、設(shè)計（研究）內(nèi)容和要求</p><p>　　Content of studies</p><p>　　At present, the world economy in slow recovery phase, still faces many uncertainties. Every country should undertake to promote th

10、e world economic growth. Each country is responsible to eliminate trade barriers, and jointly promote sustained world economic recovery and development. In order to gain more market share and profits, every country is po

11、sitively promoting their goods across the world. Consequently, ads translation is an essential approach for the international communication of economy</p><p>　　As a social culture, advertisements possess bri

12、ght national features. Because different country has its distinct history, custom, culture and values, it is significant to make the consumers around the world clear of the national culture and ideology contained in the

13、advertisement.</p><p>　　In the process of ads translation, domestication means bring the foreign culture closer to the reader in the target culture, and translate the foreign words by local ways so as to mak

14、e the text recognizable and familiar. The ultimate goal of the advertisement is to stimulate the customers and inspire them into a buying impulse. In order to make the customer of the target language and the source langu

15、age get the same effect, the appropriate application of domestication is necessary, and it will m</p><p>　　Globalization has promoted the international communication and combination in culture. In the proces

16、s of ads translation, foreignization means making the target language reader travel abroad and see the differences. Foreignization designates the type of translation in which a target text “deliberately breaks target con

17、ventions by retaining something of the foreignness of the “original” (Shuttleworth & Cowie, 1997:59). The domestication of ads translation is popular with the most youngsters, who </p><p>　　Domestication

18、 and foreignization in ads translation have great impacts on the promotion of the commodity in the international market. </p><p><b>　　Outline</b></p><p>　　Thesis Statement: Domestica

19、tion and foreignization, which always have a great impact on the cultural factors in ads translation, are the two main approaches applied in ads translation.</p><p>　　I . Introduction</p><p>

20、　　Advertisement and the Ads Language</p><p>　　1. The Basic Requirements for Translation</p><p>　　2. Criteria for Ads Translation</p><p>　　3. Linguistic Features of Advertisements<

21、;/p><p>　　4. Theoretical Basics of Ads Translation</p><p>　　II. Foreignization and Domestication Approach in Ads Translation </p><p>　　A. The introduction of domestication </p>

22、<p>　　1. Domestication in General Translation</p><p>　　2. Domestication in Ads Translation</p><p>　　B. The Introduction of Foreignization</p><p>　　1. Foreignization in General

23、Translation.</p><p>　　2. Foreignization in Ads Translation </p><p>　　C. The Comparison of Domestication and Foreignization</p><p>　　D. The Cross-Cultural Factors in Ads Translation&

24、lt;/p><p>　　III. The Practical Application of Domestication and Foreignization in Ads Translation</p><p>　　A. The Practical Application of Domestication in Ads Translation</p><p>　　B.

25、The Practical Application of Foreignization in Ads Translation</p><p>　　IV. Conclusion </p><p><b>　　Abstract</b></p><p>　　At present, advertisement, the representative o

26、f commerce, is becoming increasingly important in our daily life. With the development of international communication, transnational commodity marketing, and the obvious growth in the number of business operating worldwi

27、dely, the ads translation is more necessary and significant. The fulfillment of the function of the ads translation is closely related with the cultural background. As to the ads translation, many principles and approach

28、es has been u</p><p>　　Accordingly, the thesis will first will provide some information about the ads translation, including its features, rules, influcing factors and so on. Chapter two will make a introdu

29、ction of domestication and foreignization, and discuss the advantages and disavantages of each approach. The last part of the chapter two will make a comparison of the two methods of ads translation. Chapter three discus

30、ses the practical use of domestication and foreignization in ads translation. Lastly, we will ge</p><p>　　Key words: advertisement; domestication; foreignization; translation</p><p>　　Domesticat

31、ion and Foreignization in Advertisement Translation</p><p>　?、? Introduction</p><p>　　Language, as a primary tool of communication, is an important part of culture and a carrier of culture. So,

32、translation, as a bridge between two different languages, not only means translating the language, but also means translating the culture. Language and culture are closely connected. Consequently, translators must have a

33、n excellent familiarity with the culture of the source language and the target language so as to be able to choose the appropriate words to express the correct idea and pro</p><p>　　A. Advertisement and the

34、Ads Language</p><p>　　The advertisement is a kind of comprehensive, commercial and common art, which is composed of the trade marks, topics, ads words, and pictures. Being different from the literary works,

35、which pay more attention to the expression of the feelings of the author, the ads always try to meet the needs of the customers and cater for their tastes. All the ads words are about making the customers satisfied so as

36、 to achieve the purpose of promoting the products to the public and convincing the potential cu</p><p>　　The Basic Requirements for Translation</p><p>　　Different writing style has different tra

37、nslating rules and requirements, which are decided by the different purposes and functions of the specific style. As to the ads translation, the basic and popularly known requirements are naturalness, exactness, and unde

38、rstandability. The three basic rules can reflect the aim of the ads and its linguistic and cultural features. Language is the medium to transmit information; the translating language should completely tell the informatio

39、n of the source lan</p><p>　　The naturalness of the translation means to express the information of the source text by an approach that is fluent, habitual, and acceptable to the target reader, and can reduc

40、e the strangeness of the reader. In addition, the foreign cultural elements can also be transmitted to the target customers in the original use as long as they are educated enough to accept them. The exactness is also ne

41、cessary in the process of transmitting the products’ information; otherwise, the inaccurate informatio</p><p>　　In addition, the cultural elements in ads are always difficult to transmit in a way that the ta

42、rget customers are familiar with. More young people are likely to touch the foreign culture in the most original way, so in some specific situations, the ads translation can be more novel, and needn’t be domesticated.<

43、;/p><p>　　In conclusion, all the requirements of ads translation are based on its communicative value. Advertisement is a kind of communication, as long as the target customer can understand, the translation ca

44、n produce the effects as close as possible to the original ads, or make the customer acknowledge with some exotic information, translators can make some creation on the bases of the three requirements.</p><p&g

45、t;　　Criteria for Ads Translation</p><p>　　It is widely known that the ads should try to achieve the requirements of the </p><p>　　AIDMA rules, they are “attention” “interest” “desire” “memory”

46、and “action”. Consequently, the ads words are a kind of difficult task for the designer, who needs hard working and should possess creative ideas.</p><p>　　Linguistic Features of Advertisements</p>&l

47、t;p>　　There are several linguistic features of the ads words. The first one is its novelty. The ads should possess the ability of attracting customers and persuading them to buy the goods. The pictures and colors can

48、surely attract customers by their special visual effects; however, the more significant and primary element is the novel ads words, which can make the reader and audience watch it patiently to the end. For example, the a

49、dvocating words of the world famous ice cream “ Haagen-Dazs” is “ if </p><p>　　The second feature is terseness and understandability. The language of the ads should accord with the age, education degree, and

50、 economic situation of the target customers. The popular coffee Nescafe‘s target customers are people in all age, and people with all kinds of work. So its advertisement says: the taste is great” which is so easy to unde

51、rstand to the all. If the words are obscure and profound, then the customers, especially the older ones will not be able to accept the ads and the goods</p><p>　　The third feature is the catchy and short wor

52、ds. A successful advertisement should make a deep impression on the customer. In the international market, numerous ads are accessible to the customer. In order to win among so many competitors, the catchy and simple lan

53、guage is necessary. The successful example of the Nike sports says “just do it”. Besides advocating its products, the three simple words have become many ambitious people’s motto. </p><p>　　Theoretical basic

54、s of Ads Translation</p><p>　　Dynamic Equivalence in Ads Translation.Dynamic Equivalence or functional equivalence theory is the famous theory of Eugene A. Nida. In “A Framework for the Analysis and Evaluati

55、on of Theories of Translation” (1976). Nida says “the relative validity of each translation is seen in the degree to which the receptors are able to respond to its message (in terms of both form and content) in compariso

56、n with (1) what the original author evidently intended would be response of the original audience and (</p><p>　　We can know from the above that Nida’s functional theory pay much attention to the receptors a

57、nd their responses, which have the same feature of ads translation. Advertisements are mainly used for sales promotion, to make the potential customers notice the products, and services, so the response of the customers

58、to the ads effecs is extremely significant. The target customers should possess the same response with the original ads receptor so as to understand the product well and be attracted by </p><p>　　Skopostheor

59、ie in Ads Translation. Hans J. Vermeer’s is the representative of translation functionalist, and his Skopostheorie is the basic theory of the translation. In Vermeer’s mind, “Any form of translational action, including t

60、herefore translation itself, may be considered as an action, as the name implies. Any action has an aim, a purpose….The word skopos, then, is a technical term for the aim or purpose of an action.” ② “Every translation is

61、 directed at an intended audience, since to trans</p><p>　　Communicative Translation in Ads Translation. Communicative translation is created by Peter Newmark, who is a widely known English theorist. In his

62、book “Approaches to Translation”, he writes, “A translator should fully comprehend the intention of the text, the attitude of the writer, the readership, the setting, and connotations and denotations of the text.”. In Pe

63、ter Newmark’s theory, “the communicative translation can fulfill the aim of translation, and is often used for informative or vocati</p><p>　　Therefore, ads as a kind of informative style, the commnicative t

64、ranslation is appropriate for its translation, as it will make the target customers communicate with the ads words, and help promoting the products.</p><p>　　Domestication and Foreignization in Ads Translati

65、on. Domestication and Foreignization are put forward by Italian American theorist Venuti in his book “The Translator’s Invisibility”. The two approaches will be discussed in detail in the following chapter.</p>&l

66、t;p>　?、? Foreignization and Domestication Approach in Ads Translation </p><p>　　The introduction of domestication </p><p>　　Domestication in General Translation</p><p>　　As a tra

67、nslation strategy, domestication is put forward by Lawrence Venuti in 1995, it refers to minimizing the strangeness of the target language readers toward the foreign text, bring the foreign culture and language closer to

68、 the target language reader, and expressing the correct the idea by transparent, fluent and faithful style, so as to make the translation works acceptable and recognizable. </p><p>　　Eugene A. Nida is one of

69、 the world widely known translators, his translation theory is well accepted and influential in China, and he is regarded as a representative of the supportors of the domestication. In Nida’s opinion, the purpose of the

70、translation is the functional and dynamic equivalence, which pay much attention on the roles of receivers. According to Nida, for the purpose of making the communication more efficiently, the translation of the language

71、should be oriented by the receiver, </p><p>　　The purpose of translation and language is communication. In order to make the communication efficient and the translation acceptable, the translator must be ver

72、y familiar with the culture background, the custom and the habits of the acceptor of the translation work. Domestication can to some extent lessen the misunderstanding between the receiver and the translator. In a word,

73、the translators should make their efforts to describe the idea, the action, the image, etc of the foreign language worl</p><p>　　Most readers of the translation works are not as smart and flexible as the tra

74、nslators ever thought, so the translators should not be too demanding about the receiver’s wisdom and imagination .Never imagine that they can understand the work very well. Almost every reader wants to read the easily a

75、cceptable and recognizable work. </p><p>　　In conclusion, the domestication does play a very important and primary role in the translation and communication. It is a significant translation strategy for peop

76、le to communicate all around the world.</p><p>　　2. Domestication in Ads Translation</p><p>　　If the advertisement can reach the potential market and increase the possibility that the customers

77、will buy the products, then people can say that the advertisement is successful and effective. Advertisement can help making the customers pay more attention to the goods and can increase the demand for the goods. Advert

78、isement has always been a kind of carrier of culture, and with the technology and society becoming more and more advanced, the cultural factors in the advertisement, especially the</p><p>　　B. The Introducti

79、on of Foreignization</p><p>　　1. Foreignization in General Translation.</p><p>　　As a totally different translating approach, foreignizaiton is also put forward</p><p>　　by Lawrence

80、 Venuti in 1995, it means keeping the strangeness of the receiver hold with the source culture, breaking the rules, tradition, and conventions of the target language, making the target reader get a true feeling of the di

81、fferences in culture and other aspects, which just like help the target-language receiver to enjoy a travel in another country. According to Schleiermacher, the translator would better “take as his aim to preserve the li

82、nguistic and cultural differences of the foreign </p><p>　　It is well known that Venuti is the most outstanding representative of foreignization, and he is strongly against the idea of the “invisibility of t

83、he domestication” In addition, the famous Chinese writer Lu Xun is also a supportor of the foreignization, who said clearly that he would prefer to make the translation more faithful and correct rather than to make the w

84、ork smooth (Liu Zhongde, 1991:48)</p><p>　　As a significant factor for the success of the writing works, culture is a necessary part and can’t be eliminated. Each word included in the works should be able to

85、 make the readers feel the culture hide behind the paper. There are many kinds of definition of the culture, and the most famous one is what E. B. Taylor says. It is “Culture is a complex whole which includes knowledge,

86、beliefs, arts, morals, law, custom, and other capabilities and habits acquired by individuals as members of a societ</p><p>　　Under the situation of globalization, people lived in certain districts should be

87、 open-minded to know the various splendid cultures and civilization across the world, step out from the habitual conventions and rules of local places, and cultivate the cross-cultural awareness, so the foreignization wi

88、ll give readers the chance to know the world. In the long term, foreignization will promote the understanding between different people, and make the culture of different districts more colorful. </p><p>　　2.

89、 Foreignization in Ads Translation </p><p>　　At present, advertising is playing a much more important role in the economic society, and the eternal and the first purpose of the ads is to promote the goods an

90、d services, or making a good imagine for some cooperation. In addition, with the development of the “world village”, every country is trying to promote themselves by the powerful advertising, and the advertisement has a

91、lready become a kind of cultural form, it not only transmit the goods or services’ information to the buyers, but also</p><p>　　What’s more, to some specific goods or services, the target customers of promot

92、ion are the young and energetic people, who hold novelty ideas, rich imagination and much more curious about new things. So the foreignization can make them be attracted by the ads, and meet their needs of pursuing diffe

93、rence. What’s more, some the young people are not as thrift as the older ones, they are easy to buy the things they are interested in. In this way, foreignization can do realize the primary aim of the </p><p&g

94、t;　　In conclusion, foreignization is also significant in ads translation, as long as using the strategy appropriately; it will always promote the economic and cultural development.</p><p>　　C. The Comparison

95、 of Domestication and Foreignization</p><p>　　In the process of translating, making the translating work faithful to the source text and conforming to the linguistic rules in order to make the translation cl

96、ear and intelligible are the aim of every translator. However, the two sides can’t be realized at the same time. So the discussion that which strategy is much better than the other has lasted for a long period and is sti

97、ll being discussed today. The most famous one is the debate between Lu Xun and Zhao Jingshen in the early period of 193</p><p>　　Different language possesses different linguistic structures, rules, habits an

98、d carries different cultural elements. Totally foreignizing or domesticating the source work is impossible to transmit the idea correctly and comprehensively, so the domestication and foreignization should be used simult