论文总字数：26823字

摘 要

随着社会的不断进步，汽车行业有了突飞猛进的发展。在经济全球化的趋势下，中国和外国汽车制造商之间会产生越来越密切的合作和交流，这必然会带动汽车广告语翻译的发展。一则好的广告不但能反映企业的经营理念，还能带动销售业绩。汽车制造商要想让自己的商品立于不败之地，除了要有过硬的品质，还要有广泛的宣传。但是由于译者对目标文化了解不足，致使翻译出来的广告语晦涩难懂。所以，本论文旨在结合汽车广告语的语言特色分析问题、列举一些常见的翻译方法、提出两个有效的翻译建议。简言之，深入研究汽车广告语的语言特点，掌握好相关的翻译方法，不但能提高我们的鉴赏能力，还能提高我们的语言综合能力。

关键词：汽车广告; 语言特征; 翻译技巧; 目标文化

Contents

1. Introduction 1

2. Literature Review 1

3. The Linguistic Features of Automobile Advertisements 4

3.1 Concise Structure, Being Clear and Easy to Understand 4

3.2 The Use of Rhetorical Device 5

4. Methods of the Translation of Automobile Advertisements 6

4.1 Literal Translation 7

4.2 Free Translation 7

4.3 Amplification Translation 8

4.4 Transliteration 9

4.5 Mixed Translation 9

5. Suggestions to the Translation of Automobile Advertisements 10

5.1 A deep Understanding of the Original Meaning 10

5.2 Noticing the Differences in Cultural Background 10

6. Conclusion 11

Works Cited 12

1. Introduction

For the time being, under the economic globalization, it is generally recognized that advertisement translation, especially the automobile advertisement translation, plays an indispensable role in business world，because people’s demand for automobile is augmenting invariably. At present, a number of research workers embark on the exploration of automobile advertisement translation from the following aspects: literal translation, free translation, diction, the use of rhetorical devices, etc. However, on account of the shortage of overall knowledge about culture, such stereotypes often lead to unusual and sometimes amusing situations. In 19^th century, Yan Fu put forward a basic principle of translating---信，达，雅，“信”means being faithful to the original meaning, which is the most important rule among these. In fact, advertisements translation is not a simple matter of seeking other words with similar meaning but of finding appropriate ways of conveying things in another language, the most important is that advertisements are able to evoke consumers to act. Besides, there are still some potential problems--- the same automobile with different Chinese brand names and the shortage of target culture for translators. What’s more, some specific features of automobile advertisements are also involved in this thesis. In order to solve the above two problems, translators are required to be familiar with some basic features of automobile advertisements and some common methods of translating. In the course of studying translation, the writer has read some translation documents; many methods are adopted, and achieved extraordinary effects. In short, the translation, which can achieve commercial functions, is a superb target text.

Advertisement translation is different from any other kinds of documentary translation because of its promotional and commercial purpose. Sales performance may be greatly influenced by the translation version of the brand names. So it is especially momentous for translators to spare no effort to grasp the basic culture of the target country. Certainly, different nations have their own traditional conventions, historical background, values and taboos. Perhaps the language form which generates relative association in one kind of culture can’t bring the same meaning in the other, even creates the opposite connotation, this is what translators must give priority to, otherwise, it is inevitable to produce a sequence of side-effects, many consumers shall be confused with the translation version and can’t help laughing at the sight of it. In the following part, the author lists some mistakes that translators have made.

Advertisement 1 : 接天下客，送万里情

The first translation version: We pick up guests from all over the world.

The second translation version: We’ll offer you comfort all the way.

The third translation version: Your satisfaction is our destination.

Let’s analyze the three translation versions attentively. In light of the semantic aspect, the first translation is completely in accordance with the original advertisement, but it is too rigid to be communicative. Briefly speaking, the second translation version is better than the first, but a little bit worse than the third. The third must be the most popular among consumers, the reasons are as follows. At first, it takes full advantage of the rhetorical device---rhyme and reads catchy extremely, in addition, it gives full play to pleasurable expression to customers’ feelings thoroughly. Briefly speaking, vast majority of people are keen on communicative automobile advertisements.

Advertisement 2: The only thing we did not improve was the road. (Nissan)

The first translation version :我们唯一没有改变的就是道路

The second translation version : 万事俱备，只看路况

The first translation version is just faithful to the original advertisement, but there is difficulty in leaving deep impression on mass. Nevertheless, the second translation version adopts the adaptation of a well-known Chinese proverb “万事俱备，只欠东风” successfully, it is assured that the quality and performance of Nissan car is well guaranteed. Chinese people are interested in four-character idiom by instinct, it should go without saying that they will find automobile advertisements with four-character idiom satisfactory, because these advertisements are filled with Chinese flavor and are not alien to the taste of public.

The author has listed two common problems in the translating of automobile advertisements, so it will focus on the analysis of the problems. Besides, the linguistic features of automobile advertisements are also involved in this part.

Great majority of translators take it for granted that there must be some similarities between the target culture and his own culture, therefore, in many cases, it is likely that translators’ knowledge about the target culture is often influenced by the knowledge of his own culture, that is to say, some translators may insist on the understanding of the target culture according to his own culture, as a matter of fact, it is just a negative transfer of his or her mother tongue. Consequently, it may impede the translators’ acquisition of the knowledge about the target culture.

As we can see from the above examples, some translation versions are just the replacement of original meaning, let alone any innovation. It is widely believed that an attractive automobile advertisement will be effective to reach surprising sales volume, so it is high time translators improvement themselves to achieve the great objective. This paper will analyze the connotation of advertisements from the linguistic features and raises some common methods of translating.

2. Literature Review

In the past several years, automobile has changed people’s life from many aspects. In the current era, it plays an indispensable role in traveling or working. To a certain extent, what boosts the flourishing phenomenon should attribute to the translation of automobile advertisements, accordingly, an increasing number of advertising and linguistic researchers show strong interests and pay much attention on the translation of advertisements. In 1990s, Chinese researchers started study on the translation of advertisements, the study mainly focused on the difficult and important points of the methodology of translating and was at the initial phase of the study of advertisements translation. Afterwards, with the deep-going study of the contents of advertisements translation, it dealt with multiple kinds of principles and standards of advertisements translation. However, more and more researches began to concentrate on the difficult problems of the translation of automobile advertisements in the late 1990s. As a matter of fact, advertisement is the process of “AIDA”, including the target audience’s attention---interest---desire---action, which reveals the psychological process for target audience to accept an automobile advertisement.

From the collection of the current data, in light of the level of theory, the study of automobile advertisements translation needs to be strengthened. For the time being, the study of advertisements translation is just limited on the translation examples to make summary, elaborate personal experiences in vast majority of papers. In the meanwhile, researches on the translation problem of advertising words, rhetorical devices and patterns of sentences account for 42 percent, some elected translating examples are short of innovative consciousness and imitate a lot, that is to say, some examples are just replaced by their original brand names, not to mention the innovation, not only does this method of translating go against some basic principles, but also it is detrimental to the improvement of sales performance, because the local people must be puzzled about the strange advertisements of automobile.

3. The Linguistic Features of Automobile Advertisements

Automobile advertisement is a publicity means to delivery information extensively via mass mediums, consumers make utilization of these advertisements to get better acquainted with the automobile which they are interested in. A variety of features are applied in advertisement translation.

3.1 Concise Structure, Being Clear and Easy to Understand

It is usually difficult to remember complex advertisements with tedious structure, not only can concise advertisements be understood easily, but also they may achieve sales objectives.

Examples:

Way of life. SUZUKI

生活之道

It is a simple advertisement with three words. Generally speaking, compared with long advertisements, it is easier for people to remember advertisements with concise structure, so it is a vital requirement that translators would better not compose long and complicated advertisements.

The only car in its class. (1993 VILLAGER)

在其类中唯一的车
In this piece of automobile advertisement, there are only six words, and it is easy enough to understand, it reflects the linguistic feature of automobile advertisements ----conciseness thoroughly, a simple advertisement may arouse readers’ attention and interest.

3.2 The Use of Rhetorical Device

We find some factors of an attractive advertisement: elegant words, concise organization, profound meaning, etc, while the use of rhetorical device holds a conspicuous position among these factors. There are some common rhetorical devices widely used in automobile advertisements, such as: pun, parody, metaphor and so on. The use of rhetorical device is able to make advertisements filled with influence power and credibility. In the next part, the author lists some common rhetorical devices for further understanding.

（1）The use of parody

Parody is to imitate and adapt some well-known language materials to reproduce new sentences or articles with different tones, such as: humorous, irony, vivid.

Not all cars are created equal.

并非所有的车都生而平等。 （Mitsubishi）

This advertisement is used for promotion especially in the market of North America, it is adapted from American Declaration of Independence-----“All men are created equal”. So it must be popular among Americans. It also shows excellent quality of the car between the lines. In addition, Parody, which is utilized in the sentence, often set with many famous sayings, mottoes to generate new meaning for deeper impression; therefore, it is easier for Americans to cause a strong chord so as to promote the sales of Mitsubishi cars.

（2）The use of pun

What is pun? Pun, according to the homophone and synonymous of words, makes sentences double meanings in a certain context and background, not only can it make advertising language concise and humorous, but also generates related associations and stimulates consumers’ purchasing cravings. Examples are as follows.

Where there is a way, there is a Toyota.

车到山前必有路，有路必有丰田车。

This advertisement is translated successfully from a famous saying ----where there is a will, there is a way. It’s so eye-catching that consumers can’t help thinking Toyota first when they decide to buy a car. Besides, it sounds like a strong slogan that stimulates customers to act immediately.

(3)The use of metaphor

Metaphor, according to the similarities among things, means to compare one thing to the other, and makes abstract things specific and esoteric truth simple.

Engineered to move the human spirit. (Benz)

人类精神的动力。 （奔驰）

This is a typical example of automobile advertisement that Benz is compared to the driving force of the human spirit. It highlights the great importance of Benz for people’s daily life. If Benz cars accompany us every day, we will be possessed of inexhaustible motivation regardless of in working or study.

(4)The use of anadiplosis

Anadiplosis, a common rhetorical device used in business translation, means that the last word of the previous sentence is the same as the first word of the next sentence; this is the definition of anadiplosis. A sentence which uses anadiplosis reads coherent and is full of rhythm; there is a high possibility that it may leave unforgettable impression on consumers at the sight of the automobile advertisement. For example:

It’s not enough what we do our best, we have to do what’s required. (ROEWE)

人尽其力，力尽其能。 (荣威轿车)

In this sentence,“力”is the last word of the previous sentence and the first word of the next sentence, it indicates the characteristic obviously. This piece of automobile advertisement makes full use of anadiplosis subtly and manifests the superior quality of ROEWE cars.

In this part, the author mainly introduces the linguistic features of automobile advertisements; but it is the foundation for translators to master these linguistic features to create remarkable automobile advertisements, so it focuses on some methods of translation of automobile advertisements in the next part.

4. Methods of the Translation of Automobile Advertisements

Translation is a kind of art. It’s the recreation of linguistic art. Translation of business advertisement is different from that of other business documents. Translation belongs to complicated social behavior, in the progress of translation, the author of the source language, translator, and the target audience interact invariably. If advertisement can give full play to its Commercial function effectively, regardless of its genre, stylistic and semantic equivalence. Anyway, cohesion and coherence are the basic requirements in translation. According to some basic notions of automobile advertisements, the methods can be summarized as follows.

4.1 Literal Translation

Literal translation is also called semantic translation or foreignization translation. It is to convert the grammar structure of original language into corresponding structure with the similar meaning.

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