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Abstract
In recent years, there have been many researches on advertisement translation. Many scholars have done deep studies on the principles and methods of advertisement translation as well as some difficulty points, among which, eco-tranlatology is a new perspective. In this paper, I will explore the eco-environment of advertisement translation and its factors as well as how translators should adapt to and select these factors transform in terms of language, culture and communication to achieve the best translation
Key words: advertisement translation; eco-tranlatology; translational eco-environment;
adaptation and selection; three dimensional transformatio
1. Introduction
Since the middle of 1980s, studies on advertisement translation have been published in some foreign journals. But in China, relevant studies didn’t begin until the 1990s.As far as the content studied, scholars focused on the translation methods and problems existing in C-E advertisement translation. Then it went deep to translation principles and criteria with some consideration of information organization, language aesthetics, etc. In recent years, scholars have been paying special attention to some difficult points in translating advertisements such as rhetorical problems and expression of emotions. Then with the development of and further studies on eco-translatology, many begin to deal with translating problems from the perspective eco-translatology.This is a new theory put forward by Hu Gengshen.
With eco-translatology, advertisement translation can be discussed in a more comprehensive way since it emphasizes translators’ adaptation to the translational eco-environment of the source advertisement and proposes three-dimensional transformations as the main translation methods.
2. Eco-translatology
2.1Eco-environment
Like any other trend of thought, eco-translatology has its own backgrounds and is in accordance with the social and scholastic trend in the current world such as the transition of industrial civilization to ecological civilization and the influence of traditional Chinese philosophy. Eco-translatology can be defined as an ecological approach to translation studies or translation studies from an ecological perspective. (胡庚申,2008(6)11-15)
It is based on the theory of translation as adaptation and selection, which derives from the principles of natural selection and survival of the fittest in biological evolution and is in line with the traditional philosophy that man is integral part of the nature and that harmony is the most important. Then comes the terminology of translational eco-environment survival through selection，preservation of strong ones and elimination of weak ones and so on. As Eco-environment, it is the world of the source texts, source/ target language, comprising the linguistic, communicative, cultural and social aspects of translating, as well as the author, the client, and the readers. (胡庚申2004,220). 2.2Adaptation and selection
As the definition of translation by eco-translatology, it is a selection activity of translators’ adaptation to fit the translational eco-environment.
As for selection, it can be divided into two stages. In the first stage, the source text or the translational environment selects the translator. For example, if a poem is going to be translated, the translational environment is most likely to select a translator who is a poet or a person with strong credentials as a translator of poetry. In the second stage, translators select the text. In this stage, the translator is the central figure as he or she selects and decides the form of the final targeted text. This is concerned about the methods of translation, linguistic expressions and so on.(胡庚申,2004,22-223)
As for adaptation, it means that the translators should adapt to the translational eco-environment to select the specific target texts. This is the reversible process of the first stage of translation.
2.3Three dimensional transformation
As mentioned in the introduction, the principles for translation are defined as selective adaptation and adaptive selection. That is to say, translators should adapt to the factor in the translational eco-environment and select in accordance to their adaptations. That is the so called adaptive selection.
Principles are just some macro guidelines while methods are practical operation in translation. The methods for translation in eco-translatology are concluded as three dimensional transformations in terms of language, culture and communication.
Translators must transform between languages while translating so as to make the translation appealing to the target readers. The transformation concerns styles, vocabulary, sentence structure, rhetoric usage sand so on.
Translators should also pay attention to the whole culture systems and the differences in the contents and properties of culture such as cultural taboos, values and thinking ways between the source language and target language to achieve a proper transformation.
Transformation should also be made in terms of communication. When translating, translators should put emphasis on communication while conveying information and culture.
3. Advertisement translation from the perspective of Eco-translatology
3.1Eco-environment of advertisement translation
In order to make a better adaptation and selection, a translator should firstly identify the factors involved in the eco-environment of advertisement translation. 3.1.1Linguistic factors
Translation is not only a transformation of linguistic signs but also a processing of linguistic expression. To achieve the purpose of advertisement translation, translators should make flexible adaptation and selection to the linguistic factors.
First of all, speech sound should be taken into consideration. In advertisement translation, it is usually concerned about rhetorical usages especially rhyme which will give the readers a sense of harmony and aesthetics. As far as rhyme is concerned, it refers to correspondence in the sound of two or more lines especially final sounds. With thymes, advertisements will be given overwhelming beats and cadence.
Secondly, vocabulary is another important factor. In an advertisement, vocabulary is usually required to be simple and interesting and be easily understood and to have a strong sense of appealing and persuasiveness. In short, keep the vocabulary short and sweet.
Thirdly, importance should also be attached to syntactical usages. In advertisement, the sentence structures are quite concise and simple and usually imperative sentences are used to implicate a sense of persuasiveness.
3.1.2 Cultural factors
If we ignore the difference of culture between the source and target language, translation will be put in problem. So while translating advertisement, we have to consider the following factors.
The first one is values. Due to different cultural background, people tend to have different values. As for western people, they put more emphases on freedom and individualism. While influenced by Confucianism, Chinese people tend to be more self-disciplined and introvert.
The second is thinking way. Western people pay more attention to cognition, individuality, evidence and logical thing thinking. But Chinese people attach more importance to ethnics, integrity, intuition and figurative thinking. So while translating advertisement, we have to consider these differences to appeal to target consumers.
The third is social customs. Different countries have different factors. This is an important factor that translators should consider before translating. If ignored, the translation will not be acceptable among target consumers.
3.1.3 Communicative factors
Advertisement translation is a kind of communication between the advertiser and the target readers. The most important purpose of advertisement translation is to promote the sales of a product in a target market. translators should adapt to communicative function of the source text and select a proper version to reproduce the meaning in the original one. 3.2. Three dimensional transformations of advertisement translation
As we have studied some of the most important factors in terms of language, culture and communication in the translational eco-environment of advertisement, translators should adapt to these factors to have a better understanding of the eco-environment. Upon the adaptation, translators should also make proper selection of the target text such as translation methods, linguistic expressions and so on. In one word, we should make three dimensional transformations in terms of language, culture and communication.
In the following part, some specific examples will be given to analyze how to achieve the transformations.
(1) Give a Timex to all, and to all a good time.
This a an example of advertisement of the famous watch brand Timex(天美时).The advertisement is translated to 人带天美时，准时乐道.In the original version, good time has two meanings. One is the accuracy of time and the other is having fun while wearing the watch.So,it is translated to 准时乐道,which reproducing the meaning in the original version. In addition, the advertisement shows the function of the watch, which will arouse consumers’ interests and desire. So is the translation. This is a good example of linguistic and communicative transformations in advertisement translation.
(2)Poison
This is a famous perfume in the world. It is based on the story of Romeo and Julia in which Romeo poisoned himself for their love. The perfume uses this advertisement to show the wild and enthusiastic nature of western women. And on the other hand, it means that once a woman uses the perfume, men will be poisoned and attracted by her. So it is quite popular in the western market. But in Chinese, poison means 毒藥 which will never be acceptable among Chinese women. So some scholars translate poison to 百爱神.The translation is closely related to the original meaning and also shows the sweet wishes for love of Chinese women, achieving a good cultural transformation.
(3)桂林山水甲天下。
This is an advertisement promoting the landscape in Guilin, Guangxi Province. It is translated to East or West, Guilin landscape is best, which is a good example of linguistic and communicative transformation. The translation will be easily remembered by westerners since it derives from an English idiom that East or West, home is best. While conveying the information in the original version, the translation is quite oral and rhythmical, which will contribute to its spread in western countries. 5. Conclusion
In conclusion, advertisement as an important medium to promote a product or service in the target market plays a prominent role in the smooth sales of the products. Advertisement translation is becoming increasing important.
From the perspective of Eco-translatology, advertisement translation can be discussed in a new way that will make the translation more acceptable in the target market since linguistic, cultural and communicative factors are all taken into consideration.Thus,the purpose of advertisement can also be achieved to promote the sales of certain products and establish the brand of a company.
Bibliography
郭志斌.解读广告翻译中的文化转换[J],新闻爱好者,2010(6):41-42
胡庚申.从术语看看译论——翻译适应选择论概观.[J]上海翻译.2008(2):1-5
胡庚申.翻译适应选择论的哲学理据[J],上海科技翻译,2004,（4）:1-4
胡庚申.翻译适应选择论[M].武汉:湖北教育出版社,2004:220-224
胡庚申.生态翻译学解读[J],中国翻译,2008:11-15
胡庚申.例示“适应选择论”的翻译原则和翻译方法[J],外语与外语教学,2006(3):49-52
李蓂,马彩梅.国内广告翻译研究一览[J],中国科技翻譯,2005(2):1-5
李素珍.广告翻译中的文化顺应[J], 商业现代化,2007(9):224-225
孙毅.英语广告的句式特点及其功能分析[J]江西财经大学学报.2003(6):125-127
孙迎春.张谷若与“适应”、“选择”[J],上海翻译,2009(4):2-4
In recent years, there have been many researches on advertisement translation. Many scholars have done deep studies on the principles and methods of advertisement translation as well as some difficulty points, among which, eco-tranlatology is a new perspective. In this paper, I will explore the eco-environment of advertisement translation and its factors as well as how translators should adapt to and select these factors transform in terms of language, culture and communication to achieve the best translation
Key words: advertisement translation; eco-tranlatology; translational eco-environment;
adaptation and selection; three dimensional transformatio
1. Introduction
Since the middle of 1980s, studies on advertisement translation have been published in some foreign journals. But in China, relevant studies didn’t begin until the 1990s.As far as the content studied, scholars focused on the translation methods and problems existing in C-E advertisement translation. Then it went deep to translation principles and criteria with some consideration of information organization, language aesthetics, etc. In recent years, scholars have been paying special attention to some difficult points in translating advertisements such as rhetorical problems and expression of emotions. Then with the development of and further studies on eco-translatology, many begin to deal with translating problems from the perspective eco-translatology.This is a new theory put forward by Hu Gengshen.
With eco-translatology, advertisement translation can be discussed in a more comprehensive way since it emphasizes translators’ adaptation to the translational eco-environment of the source advertisement and proposes three-dimensional transformations as the main translation methods.
2. Eco-translatology
2.1Eco-environment
Like any other trend of thought, eco-translatology has its own backgrounds and is in accordance with the social and scholastic trend in the current world such as the transition of industrial civilization to ecological civilization and the influence of traditional Chinese philosophy. Eco-translatology can be defined as an ecological approach to translation studies or translation studies from an ecological perspective. (胡庚申,2008(6)11-15)
It is based on the theory of translation as adaptation and selection, which derives from the principles of natural selection and survival of the fittest in biological evolution and is in line with the traditional philosophy that man is integral part of the nature and that harmony is the most important. Then comes the terminology of translational eco-environment survival through selection，preservation of strong ones and elimination of weak ones and so on. As Eco-environment, it is the world of the source texts, source/ target language, comprising the linguistic, communicative, cultural and social aspects of translating, as well as the author, the client, and the readers. (胡庚申2004,220). 2.2Adaptation and selection
As the definition of translation by eco-translatology, it is a selection activity of translators’ adaptation to fit the translational eco-environment.
As for selection, it can be divided into two stages. In the first stage, the source text or the translational environment selects the translator. For example, if a poem is going to be translated, the translational environment is most likely to select a translator who is a poet or a person with strong credentials as a translator of poetry. In the second stage, translators select the text. In this stage, the translator is the central figure as he or she selects and decides the form of the final targeted text. This is concerned about the methods of translation, linguistic expressions and so on.(胡庚申,2004,22-223)
As for adaptation, it means that the translators should adapt to the translational eco-environment to select the specific target texts. This is the reversible process of the first stage of translation.
2.3Three dimensional transformation
As mentioned in the introduction, the principles for translation are defined as selective adaptation and adaptive selection. That is to say, translators should adapt to the factor in the translational eco-environment and select in accordance to their adaptations. That is the so called adaptive selection.
Principles are just some macro guidelines while methods are practical operation in translation. The methods for translation in eco-translatology are concluded as three dimensional transformations in terms of language, culture and communication.
Translators must transform between languages while translating so as to make the translation appealing to the target readers. The transformation concerns styles, vocabulary, sentence structure, rhetoric usage sand so on.
Translators should also pay attention to the whole culture systems and the differences in the contents and properties of culture such as cultural taboos, values and thinking ways between the source language and target language to achieve a proper transformation.
Transformation should also be made in terms of communication. When translating, translators should put emphasis on communication while conveying information and culture.
3. Advertisement translation from the perspective of Eco-translatology
3.1Eco-environment of advertisement translation
In order to make a better adaptation and selection, a translator should firstly identify the factors involved in the eco-environment of advertisement translation. 3.1.1Linguistic factors
Translation is not only a transformation of linguistic signs but also a processing of linguistic expression. To achieve the purpose of advertisement translation, translators should make flexible adaptation and selection to the linguistic factors.
First of all, speech sound should be taken into consideration. In advertisement translation, it is usually concerned about rhetorical usages especially rhyme which will give the readers a sense of harmony and aesthetics. As far as rhyme is concerned, it refers to correspondence in the sound of two or more lines especially final sounds. With thymes, advertisements will be given overwhelming beats and cadence.
Secondly, vocabulary is another important factor. In an advertisement, vocabulary is usually required to be simple and interesting and be easily understood and to have a strong sense of appealing and persuasiveness. In short, keep the vocabulary short and sweet.
Thirdly, importance should also be attached to syntactical usages. In advertisement, the sentence structures are quite concise and simple and usually imperative sentences are used to implicate a sense of persuasiveness.
3.1.2 Cultural factors
If we ignore the difference of culture between the source and target language, translation will be put in problem. So while translating advertisement, we have to consider the following factors.
The first one is values. Due to different cultural background, people tend to have different values. As for western people, they put more emphases on freedom and individualism. While influenced by Confucianism, Chinese people tend to be more self-disciplined and introvert.
The second is thinking way. Western people pay more attention to cognition, individuality, evidence and logical thing thinking. But Chinese people attach more importance to ethnics, integrity, intuition and figurative thinking. So while translating advertisement, we have to consider these differences to appeal to target consumers.
The third is social customs. Different countries have different factors. This is an important factor that translators should consider before translating. If ignored, the translation will not be acceptable among target consumers.
3.1.3 Communicative factors
Advertisement translation is a kind of communication between the advertiser and the target readers. The most important purpose of advertisement translation is to promote the sales of a product in a target market. translators should adapt to communicative function of the source text and select a proper version to reproduce the meaning in the original one. 3.2. Three dimensional transformations of advertisement translation
As we have studied some of the most important factors in terms of language, culture and communication in the translational eco-environment of advertisement, translators should adapt to these factors to have a better understanding of the eco-environment. Upon the adaptation, translators should also make proper selection of the target text such as translation methods, linguistic expressions and so on. In one word, we should make three dimensional transformations in terms of language, culture and communication.
In the following part, some specific examples will be given to analyze how to achieve the transformations.
(1) Give a Timex to all, and to all a good time.
This a an example of advertisement of the famous watch brand Timex(天美时).The advertisement is translated to 人带天美时，准时乐道.In the original version, good time has two meanings. One is the accuracy of time and the other is having fun while wearing the watch.So,it is translated to 准时乐道,which reproducing the meaning in the original version. In addition, the advertisement shows the function of the watch, which will arouse consumers’ interests and desire. So is the translation. This is a good example of linguistic and communicative transformations in advertisement translation.
(2)Poison
This is a famous perfume in the world. It is based on the story of Romeo and Julia in which Romeo poisoned himself for their love. The perfume uses this advertisement to show the wild and enthusiastic nature of western women. And on the other hand, it means that once a woman uses the perfume, men will be poisoned and attracted by her. So it is quite popular in the western market. But in Chinese, poison means 毒藥 which will never be acceptable among Chinese women. So some scholars translate poison to 百爱神.The translation is closely related to the original meaning and also shows the sweet wishes for love of Chinese women, achieving a good cultural transformation.
(3)桂林山水甲天下。
This is an advertisement promoting the landscape in Guilin, Guangxi Province. It is translated to East or West, Guilin landscape is best, which is a good example of linguistic and communicative transformation. The translation will be easily remembered by westerners since it derives from an English idiom that East or West, home is best. While conveying the information in the original version, the translation is quite oral and rhythmical, which will contribute to its spread in western countries. 5. Conclusion
In conclusion, advertisement as an important medium to promote a product or service in the target market plays a prominent role in the smooth sales of the products. Advertisement translation is becoming increasing important.
From the perspective of Eco-translatology, advertisement translation can be discussed in a new way that will make the translation more acceptable in the target market since linguistic, cultural and communicative factors are all taken into consideration.Thus,the purpose of advertisement can also be achieved to promote the sales of certain products and establish the brand of a company.
Bibliography
郭志斌.解读广告翻译中的文化转换[J],新闻爱好者,2010(6):41-42
胡庚申.从术语看看译论——翻译适应选择论概观.[J]上海翻译.2008(2):1-5
胡庚申.翻译适应选择论的哲学理据[J],上海科技翻译,2004,（4）:1-4
胡庚申.翻译适应选择论[M].武汉:湖北教育出版社,2004:220-224
胡庚申.生态翻译学解读[J],中国翻译,2008:11-15
胡庚申.例示“适应选择论”的翻译原则和翻译方法[J],外语与外语教学,2006(3):49-52
李蓂,马彩梅.国内广告翻译研究一览[J],中国科技翻譯,2005(2):1-5
李素珍.广告翻译中的文化顺应[J], 商业现代化,2007(9):224-225
孙毅.英语广告的句式特点及其功能分析[J]江西财经大学学报.2003(6):125-127
孙迎春.张谷若与“适应”、“选择”[J],上海翻译,2009(4):2-4