On the appreciation of commercial advertisement translation under the cross-cultural background

appreciation of commercial advertisement translation under the cross-cultural background

keywords cross-cultural advertisement translation

Abstract In today's society with increasingly integrated economic development, advertisement, as a way of spreading information, has strengthened the communication between the East and the West. This paper analyzes and appreciates typical cases of advertisement translation in cross-cultural background, so as to deepen English learners' understanding and understanding of commercial advertisement translation.

introduction

? Intercultural communication? Namely? Cross-cultural communication (or inter-cultural communication)? . It refers to the communication between native speakers and non-native speakers, and also refers to the communication between people with different language and cultural backgrounds. In today's increasingly developed world economy, advertising, as a way to spread information, is not only an exchange between two languages, but also an exchange between two cultures. Therefore, the accuracy and beauty of English advertisement translation is very important for enhancing the effectiveness of advertisements. Advertising English translation is essentially a cross-cultural communication activity, which integrates language translation and cultural translation. Therefore, in advertising translation, we should pay enough attention to the different national languages, cultures, psychological cultures, cultural concepts and cultural aesthetics of the target language, so as to keep the publicity effect of the original advertisement. This paper intends to analyze and appreciate the typical translation advertising cases in cross-cultural background, so as to deepen English learners' understanding and understanding of commercial advertising translation.

first, the application of English puns in advertising translation

Puns were first used as interesting word games among the people, and were used in Longman Dictionary of Contemporary English and Webster's New World Dictionary? play on word? The word, namely? Word games? English pun is a rhetorical device with strong expressive force, so it has been widely used in advertisements.

For example:

1.The? in? Idea in business travel-hilton inns.

Translation: Feel at home-Hilton Hotel.

This is an advertisement for Hilton Hotel. in? Show? The most fashionable and trendy? With? inn? Homophonic, telling consumers that coming to Hilton Hotel is the most fashionable choice, and its implied meaning? Feel at home? Express that if you are in a hotel, you will definitely feel the intimate service of the hotel and make you feel comfortable as if you are at home. At the same time, the name of Hilton Hotel was pointed out to achieve the role of advertising.

2.Start ahead.

Translation: The road to success starts from scratch.

The use of puns in P&G's classic advertisement for Rejoice Shampoo enhances the persuasiveness and appeal of the advertisement, thus leaving a deep impression on consumers. The translation is concise and rich in connotation, which perfectly interprets the original text.

3. Intel inside. (Intel Pentium)

Translation: Give the computer a Pentium? Core? . (Intel, Pentium)

Apple thinks different.

Translation: Apple computer, different? Think? . (Apple Computer)

Both of the above advertisements are related to computers, and there is no pun in the original text. Translators skillfully use Chinese puns. Core? With? Heart? ，? Think? With? Ring? Homophonic pun, the two advertising languages are witty and full of literary interest, which makes the goods printed in the readers' memories together with the advertising words.

second, the application of allusions in advertising translation

1. Greek and Roman mythology? God and man are alike? The cultural life of westerners is deeply influenced by its characteristics. Many Greek fairy tales have been circulated for thousands of years, and have already been integrated into people's daily life and vocabulary, and become a language with special significance commonly used by people. In English advertisements, we can often see examples of using names or metaphors in Greek and Roman myths and allusions to satisfy the cultural mentality of British and American people advocating heroes and gods in myths.

For example, Nike in the United States borrows the name of the goddess of victory in Greek mythology, and Daphne brand shoes borrow the graceful and gorgeous image of the goddess of laurel in Greek mythology.

2. The Bible contains rich cultural allusions and cautionary metaphors. Without understanding the Bible, it is difficult to realize the commercial value of English advertisements. The language of the Bible also plays an important role in the formation of English. Many words used in English today come from the Bible, and there are even more examples of allusions in the Bible turning into idioms and entering English vocabulary.

for example, the advertisement Like a good neighbor, state farm is there (state farm insurance) made by state farm insurance company is to borrow the Bible? Matthew 22: 37-4? Love thy neighbor as thyself? Love your neighbor as yourself, so it can be translated as: state farm insurance company, as close as neighbors. In this way, the state farm insurance company can serve its customers at any time, and its kindness is beyond words.

third, the application of parody in advertising translation

parody is a common rhetorical device that imitates familiar words, sentences and texts to create new words, sentences and texts temporarily according to communication needs. Many foreign advertisers, when advertising to China, make painstaking efforts to investigate and study the psychological characteristics and cultural connotations of consumers in China, and create advertising words that can not only shape the product image, but also appeal to consumers in China to impress people. Many of these advertisements imitate China's famous poems and quotations from ancient times to the present, and they have aroused * * * in the hearts of consumers in China. For example:

1. We know eggs actually how to sell eggs.

This is an advertisement for selling eggs. ? Eggsactly? Is it? exactly? Homophonic spelling variation, with the back? egg? Echo from afar, but also set off each other semantically. This ingenious word-formation game left a deep impression on consumers.

2. He Who Lasts Last Laughs Best.

This is a tire advertisement in Britain. What does it mean? Who runs last and laughs best? . There's a proverb in English that tells you that its Chinese translation is? Who laughs last and who laughs best? . The advertisement is a parody of this proverb. laughs? Change to? lasts? . The verb "last" means to remain of use, of good condition. It is used with homonym adverbs, which highlights the excellent quality of the tire.

Fourth, the application of cultural background knowledge in advertising translation

1. In Chinese,? Ya? 、? Soft? 、? Jiao? 、? Bi? 、? Silk? 、? Tina? 、? Lotus? 、? Lou? And? Are words such as dreams implied? Gentle? 、? Comfortable? 、? Beautiful? Pragmatic meaning, etc., are often associated with women, so some Chinese translations of women's cosmetic brands use the pragmatic meaning contained in these words to achieve advertising effect. Such as? Avon? Translate? Avon? ，? Arche? Translate? Yaqian? ，? Hazelive? Translate? Xia Shilian? Wait. Although the translated names of these cosmetics deviate from the original semantic meaning, they are widely welcomed by women in China and have achieved good advertising results.

2. The dragon is not only beautiful in Han culture, but also a totem, which has become a symbol of the Chinese nation and has always been regarded as a symbol of power, strength and auspiciousness. However, in the English culture, the dragon is a horrible monster without any aesthetic feeling. Dragon? Color change. ? Four little dragons in Asia? Therefore, it was translated flexibly in British and American newspapers? Four Asian tigers? , Dongfeng? Citroen? Translated as Citron.

V. Conclusion

Cultural differences will lead to differences in values and symbolic meanings. When reflected in the translation practice of advertising language, it is required that the translation should be based on the language of the destination and make the goods more competitive in the new market with imaginative and creative expression, and text translation and cultural translation are useful strategies to achieve this goal. Cultural differences between China and the West exist objectively. We should focus on finding a meeting point between Chinese and Western cultures, and the two cultures blend with each other, so as to promote the translation language of trademarks and advertising languages to penetrate into consumers' hearts, stimulate their beautiful imagination and desire to buy, and better enter the beautiful path of business and cultural exchanges between China and the West.

References

[1] Liu Haiying. Different cultural factors should be paid attention to in advertising translation [J]. Journal of chengdu university of information technology, 24,19.

[2] Chen Hongwei. A New Practical Chinese-English Course [M]. Wuhan: Hubei Education Press, 1996.

[3] 1993.

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