论中西方文化差异对广告翻译的影响(2)
3.2 Phonetic Difference 6
3.3 Semantic Difference 6
3.4 Syntactic Difference 7
4 Cultural Difference and Advertisement Translation 8
4.1 Different Relations between Culture and Advertisement Translation 8
4.2 Difference in Thinking Habit 8
4.3 Difference in Cultural Psychology 10
4.4 Chinese Collectivism versus Western Inpidualism 11
4.5 Difference in Festival 12
4.6 Difference in Accustomed Lifestyle 12
5 Conclusion 14
Bibliography 15
1 Introduction
With the development of science and technology, advertisement plays an important role in the cross-cultural communication. Advertisement does not only provide a target for consumers to buy the advertised products, but also promote the consciousness of advertisement gradually taking shape between Chinese culture and western culture. A good advertisement often makes the product more attractive to customers. All advertisements derive from national culture, which are made on the basis of thinking mode, cultural psychology, social customs, aesthetics and the purchasing psychology. As a result, advertisement in every country should take the native language and culture background of customers into consideration. Only in this way, can advertisement promote international communication.
In recent years, with the rapid development of world economic and cultural exchange, the study of advertisement translation attracts more and more attention of scholars both at home and abroad. In Leech G N.’s book The Language in Advertising (1966:28), he pointed out that “advertisement language must be compact, vivid, visual, emotional and attractive”. From this point of view, selection of words plays a vital role in the advertisement language. The features of advertisement language vary a great deal. XU Hongyan(2005) in his article, has identified five sections of culture: Ecology, Material culture ,Social Culture, Religious Culture and Linguistic Culture. In a narrow sense, culture is restricted in the spiritual area. It is a total set of beliefs, attitudes, customs, behaviors, social habits,and etc. Advertising behavior is a silent communication of information.Chinese scholar Chen dongcheng (2012), in his book Advertising Translation Studies from the Cultural Perspective, argued that the language of advertising is not a book which simply presents the results of an analysis of modern advertising. It seeks throughout to equip the reader with the techniques for his or her own examination of advertising ideology and the social functions of advertising today. Zhang Haitao in his book named The influence of the differences between Chinese and western thinking on translation argues that “The most difference between Eastern and Western cultures is the different “patterns of thought”. It is showed that language is the reflection of thought and thought controls language .So language expressions result from the relation between language and thought. The process of translating is not only the transfer of forms but also the transfer of thought. Making the transfer of thought patterns with purpose in the course of translation
we have to have the knowledge of “the differences of the patterns of thought”(1999:15),which is contributive to natural and idiomatic translation.
People in different cultures shaped different face perceptions. Julia Mickler compared the Chinese and English language in details in Gate way to Intercultural Communication(1990:23). About syntax there are few minor-clauses or sentences in chronological or logical order in Chinese advertisement. Although the sentence in advertisement looks short and loose, yet it is made by the logical order and the changing rhythm. English sentence has a spatial arrangement with the verb in the center. In advertisement translation, Chinese should get rid of their own way of thinking,and arrange sentence conforming to the target rules and conventions.(Julia Mickler,1990:16)
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