AdvertisingSlogansTranslationofPapers，Cultural Differences and Advertisement Translation，摘要: 广告语言作为一种特殊的实用文体,有其独有的特点,并蕴含一定的文化内涵。广告语言的翻译,是跨文化的交流活动,它不仅仅是将一种语言文字转换成另一种语言文字,而且使读者自然而然地认同广告的深层文化内涵,通过被吸引而产生广
At present, with the rapid pace of economy’s development, advertising tends to be a main way to, so it is natural that international Ads translation becomes decisive for the products’ successful launching to the world market.
Advertisements’ translation is a cross-cultural communication. Cultural differences determine that it would be far from easy for Ad to reach its function for the world market. The cultural connotation reflected in translation must win receptors’ acceptance. Just like the idiom says “when in Rome do as Romans do”. Advertising language should be kept in corresponding with cultural background of the target language, whenever this is done, it becomes possible for advertisements to exert its function to attract the receptors.
Combining with translation practices this paper will analyze how the cultural differences influence Ad function in six aspects, including cultural habits, social political constitution, courteous principle, reasoning, aesthetic thought and language structure, Ad translation will not reach its function if such cultural differences are neglected, and how much importance should be attached to the cultural identity, which plays a positive role in Ad translation
Key Words: Ad Translation, Cultural Differences, Cultural Connotation, Cultural Identity
广告翻译必须注重目的语的文化背景,高质量的翻译不仅可以准确传达信息,还能引发读者的文化联想和审美想象,产生良好的广告效应,同时也宣传了本民族的文化,起到了对外交流的作用。为能灵活、有效和得体地表达出原语中的文化内涵以及广告信息,这就要求译者必须了解原语言和译语言的文化,确保信息准确传递。
本文结合广告翻译成功和失败的案例,从风俗习惯、社会政治制度、礼貌原则、推理模式、审美思想、语言结构六个方面文化差异对广告翻译的影响，忽视文化的差异，必将一定程度上影响广告信息的传递，产生误解，使广告翻译难以实现信息的等效交流，而进一步探讨应如何注重文化认同,分析其对广告功能、目的产生的影响。
关键词：广告翻译、文化差异、文化内涵、文化认同
Contents
Introduction
Chapter 1:Introduction of Cultural Differences
Chapter 2: Misunderstandings Caused by Cultural Differences
2.1 Different Cultural Habits Cause Misunderstanding
2.2 Different Social Political Constitution May Hinder the Convey of Information
2.3 Different Courteous Principle May Lead to Communication Failure
2.4 Different Reasoning May Cause Misunderstanding
2.5 Different Aesthetic Thought Result in Different Appreciation View
2.6 Different Language Structure May Make Information Depart from the Original Meaning
Chapter 3: Role of Cultural Identity
Conclusion
References
Introduction
Advertisement should express a certain expectation. It is a special pragmatic type of writing with a unique feature, and it also contains a certain cultural connotation. It should not as easy as a word-to-word exchange, but much of a flexible work.
Cultural background of the target language is significant to Ad translation; much impotence should be attached. A good translated version will not only convey the information in accuracy, reaching a good advertising effect, but also stimulate receptor’s cultural and appreciating association, which will be of much help to the cultrural communication, thus it also is a impulse in cultural diffusion.
Cultural differences as the main factor give much hindrance to the translation work. Misunderstandings will come about if it is ignored, the advertisement may consequently fail to meet its goal.
How the cultural differences influence the advertisement’s function and target and how to make the cultural differences optimized when translating? What kind of role does culture identity play in this course? All these questions are the main discussions in this paper.
Chapter 1 Cultural Differences
As the product of culture, advertisement can show the close relationship between language and culture.
Advertisement is a comprehensive art with commercial identity, which persuades people for a certain publicity goal. On some extent, it is a special pragmatic type of writing with unique feature, which contains a certain cultural connotation; only when put into the same or a similar social culture can its function and efficiency be completely explored. However, Ad translation is an across-cultural communication, which determines that it is not as easy as word-to-word exchange. It must win the receptor’s acceptance on the cultural connotation reflected in the Ads, then receptors are attracted and be willing to follow the Ad’s guide.
Thus only by knowing the grammar, lexical and relating capabilities of listening, writing and speaking about the two languages is far from enough to ensure cultural connotation of the source language is properly and effectively expressed. The translator is required to know both cultures of the source language and target language to guarantee the best convey of the original information. For instance, “延年益寿”, “宫廷秘方”, “百年陈酿”,etc. These advertising language always turn up in domestic Ads, which are difficult to be translated, even though translated, target receptors would not understand the original cultural connotation, and a doubt to the quality of the product may arises in their minds.
Different culture leads to different cultural identity. Domestic receptors are deeply influenced by the traditional culture. They like following the public, showing great awe to the authoritative people, this psychological phenomenon results in the existence of much advertising language with Chinese specialty, like “……,用了都说好”, “我们都喝……,今天你喝了没有”, “……时尚内衣”, “部优”, “省优”, “中国消费者协会推荐产品”, etc. While in western countries, people pursue independence. Everyone tends to be independent. Everyone is unique (why should I do the same as others? They always think in this way). So Advertisements there never advocate people to follow the public, rather to arise admiration to the so-called authoritative people. What reflects in the advertisement are “individuality”, “independence” and “privacy”.
Different cultures determine that the product’s promotion will turn out failure if the Ad succeed inland is translated literally. Severe research must be done on the cultural differences, or a bad impression of irresponsible or muddling through might arise, a certain doubt about the quality might strike the consumer. Ad’s natural duty will end up with a failure. Thus, when conducting international propagation it is very important to study the differences between Chinese culture and western culture, and make sure not too much exaggeration is contained in the Ad.
Cultural differences make their existence in many aspects, political, language, religion, custom, habits, etc. They have much importance to Ad translation. Once they were neglected, misunderstandings must turns up.
Chapter 2 Misunderstandings Caused by Cultural Differences
Advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the day. Ad translation is a motion of cultural communication. To avoid misunderstanding, comprehensibility of different cultural background should be strengthened in the translation.
When translating, not only the exact meaning of the advertisement should be clear, but also the extended meaning namely the cultural connotation involved should be agreed on. Due to the differences in language, culture, politic, and custom, different understanding and cognition will form; the translation must go in line with the target cultural habits by which the communication shall reach an ideal effect. Mr. Wang zuoliang have said, “what translators deal with are some particular words, but what they face are two completely different cultures.” Another famous translation theorist Eugene A. Nida (1993) said, “Translating means communicating, what important is the extent to which receptors correctly understand and appreciate the translated text.”
2.1 Different Cultural Habits Cause Misunderstanding
Cultural differences and conflicts make their existence wherever and whenever, they influence people’s perspectives and their ways of generalization. Although people of different cultural backgrounds may have different tastes, their psychological inclination has much in common, that is to say, all human should pursue elegance and luck, but avoiding cynic and ominous, thereby translator should respect the cultural customs and be cautious in choosing words to avoid misunderstanding.
For example, a pen product of Shanghai named “白翎”, the trade mark is translated as white feather. Unfortunately there is a saying in English, to show the white feather, which means escaping from the forefront. White feather is the symbol of cowardness in English. As a result, this pen got a bad selling in western countries. Another example, “金鸡鞋油，颜色有黑、棕、白、红、黄、蓝等.” It is translated into Golden Cock shoe-polish comes in black, brown, white, red, yellow and blue. In China, Golden has a meaning of valuable and of high quality, as well as “Cock” always leads to a positive association, then the translation of “金鸡” naturally comes to Golden Cock, which seriously mislead receptor’s association, because in English cock is a usual indication of male genital.
Some words containing good cultural connotation in Chinese would mean the opposite in western world. Take Fang Fang a lip-stick as an example , “芳芳” in Chinese is a very nice word , usually it is used to describe beautiful things with flowerlike smell. It might make people imagine a pretty girl with fragrant smell. There is no doubt it is an excellent originality for Chinese consumers, but in English Fang Fang may arise a horror feeling because fang in English means poison fang that causing danger. Another instance Bees scented soap is literal translated from “蜜蜂”, Bee in China history is a very lovely insect as a symbol of diligence, its cultural association should be a flowerlike smell that appealing to bees, certainly this soap may attract a large number of Chinese consumers. On the contrary, westerners would not follow suit, the association of bee gives them an uncomfortable feeling caused by the thinking of fuzz on bee’s body.
2.2 Different Social and Political Constitution May Hinder the Convey of Information
Due to the differences on social politics, words reflecting social specialties may hinder people know little about the reality from understanding. For instance, “某公司自1981年成立以来,在改革开放,加快企业转换机制方针指引下,以强烈的竞争意识,勇于开拓,积极进取,出口额逐年上升与世界80多个国家和地区的120多家厂商建立了良好的业务关系。” “ABC Corporation has built up excellent business relations with more than 120 companies and manufacturers in over 80 countries and regions since it was founded in 1981. We make progress actively with a strong sense of competition. Our exports have been increasing year after year.” Compare the two versions, “在改革开放,加快企业转换机制方针指引下”was neglected, since it will be difficult for foreigners to know about Chinese enterprise’s historical and moral background of management mechanisms shifting, it is not necessary to add some information that should not be helpful to foreigners understanding. In some circumstances, the information about political or that cause difficulty to understanding can be omitted, this omission is reasonable and it makes no influence for the company promotion.
Another example, a pencil sharpener with “大鹏” as its trade mark, and it is translated as “ROC hardeners”. Hardener is the biggest bird in Han’s national myth, having a positive meaning of ambitious and prosperous. While in westerners’ minds, “ROC” stands for “Republic of China”, certainly this will lead to a misunderstanding and unnecessary association, consequently this trademark will be neither helpful to create good impression of the products nor to defend national dignity.
2.3 Different Courteous Principle May Lead to Communication Failure
Courtesy is the common conducting norm followed by people when they get to communicate. A mild tone is publicly welcome. Improper wording or harsh tone might result in failure for communication.
Here is an example, in china, public good Ads always get “禁止……”, public take this natural, no one think it is amiss, but as you weigh about its commanding tone, a slight domineering must be felt. “禁止” in English should be “Do not”, which is not mild but a word of harsh, e.g. “Do not pick the flower!” “Do not make noise!”……, since such a stiff tone will unavoidably raise a sense of distance, it won’t help to create a happy and sweet public atmosphere, foreign friends might feel uncomfortable; they think their personalities are not fully respected. Changing into a much milder tone the translation should be “keep away from the flower!” “Take care of the flower, please!” which will certainly inspire people love flowers and take care of flowers.
2.4 Different Reasoning May Cause Misunderstanding
People speaking different languages may have different ways of thinking or reasoning. The way of using language must be restricted by people’s different cultural backgrounds. In the aspect of Ad’s translation, it may turn out difficult for people to gain the original meaning of the information, or even misunderstandings come up. There is an advertisement for cereal crust, “本品可即购即食，食用方便” describing the convenience of the food, the translation is opening and eating immediately, to westerners, immediately may lead to a negative association food will go bad if not be eaten immediately, this may surely damage product’s image. To keep accordance with English speaking habits, translation should be Always ready to serve, which manages to convey the original meaning.
So Ad translation should not only keep literal coincidence with the original, but also reach the accurate closeness with the connotation of information and language. Only when the actual connotation received by the receptors can this translation be called a equivalent one.
2.5 Different Aesthetic Thought Result in Different Appreciation View
To reach elegance in sound, appearance and meaning, Chinese Ad language tends to use lots of couplet, parallel structure or four-character structure. This has much to do with Chinese special aesthetic thought. Look at the following advertisement.
A marriage broker advertises like this “寻寻觅觅，韶华转眼飞逝；犹犹豫豫，知音再度难逢。” “寻寻” and “觅觅”, “犹犹” and “豫豫” although these words get the same meaning, they sound good in rhyme. Instead of redundant, it sounds so natural and harmonious. While In English, “synonyms repetition” is always avoided, thus considering their appreciating view, the translation should erase the unnecessary words.
Next a successful translation practice will take you to the further notice about the different aesthetic thought.
I came back
I came back to softness and comfort
I came back to Dr. White’s
And I wonder why I ever went away.
Because only Dr. White’s gives me two kinds of comfort
The super comfort of their cotton-wool content have makes them so much softer.
And the comfort of a safer, more absorbent towel, with a flush-away design, too, for even more convenience.
I tried the rest, but I came back.
Isn’t it time you came back to Dr. White’s? Dr. White’s two kinds of comfort.- -(Woman, April 1997)
Following is the Chinese version , “我归来了，那绵绵的柔情，那缕缕的温馨，唤我归。我归来了，白仕！我不解，那时为何离去？唯有那白仕，让我拥有双重舒适。那松软洁白的棉衬，使我倍感柔软适意，那良好的渗透性能 ，使我倍觉舒爽称意，还有那易冲易消融的特点，让我使用更加方便随意。我曾徘徊踌躇，情有他钟，可我还是归来了。难道您——不想也拥有白仕的那份柔情，那份温馨？”
Above is the Ad for “Dr. White” feminine napkin, in which the metaphor rhetoric transfers the affection for home onto the product to make it impressive and stimulate consumers purchasing desire. From the view of cultural connotation, the association for home is the same, whether English speaking country or Chinese has the same affection for home. Where the difference lies is on the taste for language using. The first paragraph of the English version ,which is a English verse with simple words, expresses a nice image, however, Chinese verse always take efforts to make a fine figure to concretize the image. So if translated directly, it cannot keep in line with Chinese aesthetic habit, damage must arise to the text’s infection. To take closer to Chinese taste, this translated version put the image externalized and turn the simple style to luxury, whereby this Ad makes a good performence。
2.6 Different Language Structure May Depart the Information from the Original Meaning
Ad is to convey information. When Ad receptors from different cultures encounter the same Ad, what do they read from the same content about the product, the Chinese-English translation shall be easy to understand for Chinese consumers, but it cannot raise the same idea to western receptors what so ever. For instance, in an airline waiting room there is a public Ad as follows, “为了您和大家的健康，吸烟请到吸烟区。” For your and others health, the passengers who smoke, please go to the smoking area. What the Ad wants to indicate is that the waiting room is not allowed to smoke, if someone needs smoking he has to go to the smoking area. Chinese-English translation’s meaning is very clear to Chinese readers, but westerners understanding to it tends to be odd, To consider your health you are welcomed to smoke in the smoking area. Another one, on many main roads, there are Ad slogan propagating safe communication, reading like this, “高高兴兴上班去，平平安安回家来” which means to the driver to remind them driving carefully and back home safely. The translation follow Chinese language structure, that is, Go to work happily and come back safely, which is definitely out of line with English expressing way. It fails to convey the ideal information. Westerners may certainly feel puzzled.
