淺談?dòng)h語言文化差異對廣告翻譯的影響分析研究 英語學(xué)專業(yè)

淺談?dòng)h語言文化差異對廣告翻譯的影響[Abstract]Astheproductofculture,advertisementdirectlyreflectsthecloserelationshipbetweenlanguageandculture.Andadvertisinglanguageisaspecialartform,whichhasprofoundculturalbackgroundandcanbeinfluencedbythetendencyofthetimes.ThispaperinvestigatestheChineseandEnglishadvertisinglanguages,anduncoverstheculturedifferencesinadvertisements.Thenitdiscussestheproblemsintheadvertisingtranslation,andputsforwardtheartisticandeffectivemethodsofadvertisingtranslation.

Theworldisgettingincreasinglyglobalized.Advertisementiscloselyrelatedtotheculture.Thepurposeofanadvertisementistopersuadetargetconsumeserstobuytheadvertisedproductsorservices.Thus,itisamostimportanttasktobeawareofthedifferencesbetweenChinesecultureandwesternculture.Thispaperanalyzesthedifferencesfromsixaspects:monismversuspluralism,collectivismversusindividualism,theimplicitwayversusthedirectway,theimagerypatternversustheabstractpattern,respectofauthorityversusrespectofself-performance,andthedifferencesofsocialbackgroundandaesthetics.

Somedefectsandevenunsuccessfuladvertisementsaremadebecauseofthepoorqualityoftranslation.Thispaperproceedsfromproblemsinadvertisingtranslationthatthetranslatorsdonothaveagoodcommandofthenation-specificcultureandistooadhesivetotheadvertisement’ssuperficialmeaningwhiletherearealotofculturalfactorshiddeninthepresentadvertisingtranslation.Infact,advertisementtranslationrequiresmorethanjustrenderingsentencesintoanotherlanguage.Translatorshavetoconverttheideasandthoughtsbehindthesentencesintothetargetlanguagebyapplyingtheknowledgeofthetargetculture.Thispapersuggestssomemethodstomakeadvertisingtranslationinviewofthelanguageandculturedifferences.

[Keywords]advertisinglanguage;culturedifference;advertisingtranslation

【摘要】廣告作為文化的產(chǎn)物，可以更直接地展示語言和文化的關(guān)系，所以廣告語言是一門具有濃郁文化色彩與時(shí)代特點(diǎn)的藝術(shù)形式。本文對中、英廣告語言進(jìn)行了探討，揭示了中英廣告的語言在語音、語義、文字形式及修辭等方面的差異以及文化差異。然后，文章分析了廣告語言翻譯中存在的問題，從文化的角度提出了有關(guān)廣告翻譯的藝術(shù)的有效方法。

因?yàn)槿虻慕?jīng)濟(jì)一體化，所以廣告語言涉及了大量的文化知識。既然廣告語言的目的是勸導(dǎo)目標(biāo)消費(fèi)者購買其產(chǎn)品或服務(wù)，那么充分理解中西文化差異就成了一項(xiàng)舉足輕重的任務(wù)。本文從六個(gè)方面進(jìn)行分析，它們依次是一元論和多元論、集體主義和個(gè)人主義、含蓄和率直、形象和抽象、權(quán)威意識從眾心理和自身功效自身價(jià)值、社會(huì)歷史背景、審美方式等差異。

中英廣告的互譯中，有許多不理想的實(shí)例，有的甚至導(dǎo)致了銷售挫折.本文分析了問題的原因，主要是在于當(dāng)今廣告翻譯同樣蘊(yùn)藏著大量的文化，而譯者卻沒有足夠的文化的駕馭能力，太拘泥于原文表層。事實(shí)上，廣告的翻譯不是簡單地把句子翻譯出來。翻譯人員要充分運(yùn)用目標(biāo)文化知識，把句子后而所承載的思想、概念尤其是文化傳遞給譯入語的目標(biāo)消費(fèi)者。所以本文旨從廣告語言文化差異的角度出發(fā)介紹幾種英漢廣告互譯的方法。

【關(guān)鍵詞】廣告語言；文化差異；廣告翻譯

1.LinguisticDifferencesReflectedinAdvertisements

Shenxiaolong[1]oncesummarizesthatwesternlanguagesarerule-governedwhiletheChineselanguageispeople-governed.Inotherword,Chineseisalanguagegovernedbymeaning.Chineseisregardedasaflexiblelanguagewhichcanbelongorshortinitslexicalunits,andisbasedonthelanguageoflogicphrasechunkswhileWesternlanguagearemadeupofverbcentralelementswhichareinflexible.

Thefollowingpartofthispaperwilldiscusssevenaspectsoflinguisticdifferencesreflectedinadvertisement.

1.1Flowingchunksvs.SVstructure

JinHuikang[2]comparestheChineseandEnglishlanguagesindetails.Inviewofsyntax,Chinesesentencesconnectminor-clausesaccordingtochronologicalorlogicalorder.Thestructureseemsshortandloose.Itseldomfocusesononerigidpointbutmovesaccordingwiththelogicalorderandthechangingrhythm.UnliketheChinesestructure,Englishsentencedisplaysaspatialarrangementwiththeverbasacenter.Theyareclearinmeaningandtightinstructure.Therefore,Chinesesyntacticstructuresusuallyemployparataxis,whileEnglishadoptshypostasis.Intranslation,wemustgetridofourownwayofthinking,andarrangesentencesconformingtothetargetrulesandconventions.ThefollowingexamplesshowtheseintrinsicdifferencesworkinginChineseandEnglish,andhelpusexploresomeplausibletranslationmethods.

(1)境內(nèi)西湖如明鏡，千峰凝翠，洞壑幽深，風(fēng)光綺麗。

TheWestLakeislikeamirror,embellishedallaroundwithgreenhillsanddeepcavesofenchantingbeauty.[3]

Obviously,theoriginalstructureischangedinthetargettext.ThestructureoftheChineseadvertisementisloosewithsomeshortclauses,whereastheEnglishonebreaksitintoonesentence,whichiscenteredonaverb,withmodifiersofparticiplephrase,propositionphrase,andnounphrasearoundit.Bydoingso,thetranslationemphasizesthecentralmeaningintheSVstructure"TheWestLakeislikeamirror"andspecifiestheimpliedlogicalrelationshipinthesurfaceform.ReflectinglinguisticfeaturesofEnglishlanguage,thetranslationisasuccessfuloneinbothcontentandfunction.

1.2Flowerylanguagevs.concisewording[4]

“Whenconcerningabouttherhetoric,ChinesetendstousegorgeouswordswhileEnglishhasavividcharacterofconciseness.

“Chineseisgoodwritertoexpresstheirfeelingsbywritingandtrytheirbesttoapplygrandvocabularytodescribebeautifulandmovingimagestobesoundedelegantly.Manyhigh-soundingwordscanbefoundinChinese.Forinstance,inChineseadvertisementswefrequentlyseewordslike“一流”(first

class)，“完美”(perfect)，“獨(dú)特”(specific)regardlessofthequalityofgoodsbeingadvertised.Withregardtolanguageforms,theChineselanguagestrivesforsymmetryinstructureandrhymeinsound,hencereadingneat,implicitandmusical.Forexample,four-characterphrases,parallelism,antithesisappearsfrequentlyinChinese.Inordertoachieverhyming,emphasisorneatstructureChineselanguageoftenresortstotautology.

“Onthecontrary,westernliteratureandarthavebeendevelopingunderthetheoryofimitatingthereality.TheEnglishlanguagereflectsthistheoryandprovestobeobjective,factualandrational.Ithastightsentencestructure,meticulousstreamofthought,andlogicalrelationshipbetweenlinguisticunits,concisewordingandstraightforwarddescription.Allinall,brevityisthesoulofwit,orinotherwords,aproperwordinaproperplaceisgoodEnglish.AbusingoffloridlanguageisforbiddeningoodEnglish,foritisconsideredillogicalandmayharmtheoriginalmeaningorcommunication.

“ThusChineseandEnglishadvertisementsarequitedifferent,especiallywhendescribingsceneryintouristadvertisements.Itisalanguageforpoetstogiveexpressiontospecialfeelingsinsteadofdefiningorjudging.Evenwhendescribingsceneries,Englishdisplaysabeautyofform,straightforward,explicit,objective,unlikethecasual,subjectiveChinese.Forexample,thefollowingadvertisementwrittenbyanativespeakerofEnglishisconciseandplain,andthroughsimileandcombinationofconcretescenes,itprovidesenoughspaceforimagination.However,fromthepointofviewofChinese,itmaybetooplain.Forexample:

(2)Tinyislandsarestrungaroundtheedgeofthepeninsulalikeapearlnecklace.Hunksofcoralreef,coconutpalmsandfinewhitesand.

“Ifwetranslateitwordbyword,itwillnotmeetChinesereaders’expectation.Soabundantmodifierssuchas“礁紅”，“成片”，and“如銀”，andfour-characterphraseslike“玲瓏小巧”，and“如詩如畫”areemployedtomakethetranslatedversionreadbeautiful.

“座座島嶼玲瓏小巧，緊密相連，像一串珍珠綴成的項(xiàng)鏈，環(huán)繞著半島邊緣。

島上珊瑚礁紅，椰樹成片，沙灘如銀，景色如詩如畫。

“TheboldcharactersaddcharmtothescenicspotandcontributetothewholerhymingstructurebutmeannothingtoEnglishreadersbecausetheyarerepetitiveandwordy.ThesameistruethatinC-Etranslation,thosesuperfluousmodifiersshouldbeomitted,adaptedorimplicitbetweenlinessoastomakethetargetversionconformtothewesterners’aestheticstandards.”

1.3Speechcontrast[5]

Thepronunciationofthelanguagecancausethementallydifferentsenseofhearingresult,andstirupthedifferentreactionmentally,howeveritissoftorclearandcrisporstrong,ordignified.Inadvertisinglanguage,weusuallymakeuseofonomatopoeicmotivation,soundsymbolismandechoismwhichcouldeasilycausethetargetaudience’saestheticfeeling.ButthereexistagreatdifferencebetweenChineseandwesternspeech,onomatopoeiaandrhythm.Asaresult,itmakestranslatorpuzzled.InEnglishadvertisingwords,inordertomaketheadfullofaestheticfeeling,theyoftenmakeuseofalliteration,assonance,rhyme,andconsonance.Forexample,theadvertisementphrase”NeverlateonFather’sDay."Therearetwoassonance[ei]whichsoundmusicallyharmonious.However,itisquitedifficulttoattainthisaestheticfeelinginitsChinesetranslation.Moreoverwhiletranslatingweshouldstillnoticesomeadvertisementsphrasesoundmaycausetoleadtobadmeaninginanotherlanguage.ForexampletheJapanesecompanyofToshibaonceusesanadvertisement:

(3)"東芝(Toshiba),東芝(Toshiba),大家的東芝”.Thisisaadvertisinglyric.Thefirst“東芝”istranslatedintothesound"Toshiba".Henceyoungpeoplejokinglyreaditas“偷去吧，偷去吧，大家的東西”Inthisway,there’snosolemnityatall.

1.4Semanticcontrast[5]

Languageisanessentialpartaswellasthecarrierofaculture,whichnotonlyreflectsitsracialhistoryandculturalbackground,butalsoincludestheviews,lifestyle,andthinkingmethod.Meanwhile,advertisinglanguage,onebranchofthelanguage,isalsoreflectedbytheculture.Itisnotenoughforadvertisingtranslatorsonlytoknowtheliteralmeaningofanad,foritmaybeendowedwithextendedmeaningandculturalimplication.Fullycompetentadvertisingtranslatorsaresupposedtohaveagoodcommandofreligions,traditions,ethnicattitudes,thespiritofcommunity,andpurchasinghabitsofthetargetcountries.Otherwise,thetranslatedadsmightgoagainsttheoriginalintentionoftheproducersinthefollowingfouraspects.

1)Translationconveysaderogatorysenseinthetargetculture.Forexample,theShanghai-producedpenbrandedas“白翎”couldreceivewelcomeinEnglish-speakingcountries,forthebrandistranslatedasWhiteFeather".Unfortunately,"whitefeather"isasymbolormarkofcowardiceinEnglish.Itderivestheconnotationfromthebeliefthatwhitefeatherinagamecock’stailisasignofapoorfighter.TheEnglishidiom,"showthewhitefeather",means"sneakawayatacriticaljuncture".Therefore,"whitefeather"isusedtorepresentcaitiffs.Thetranslationnullifiesthestrengthsofthecompanyontheinternationalmarketandbecomesadisadvantagethatfailstoservetheinterestsoftheproducersorthoseofthedistributors.

2)Translationhappenstobepoliticallyinappropriate.

Whenintroducedtoforeigncountries,theChinesebrandofcanvasshoes“大鵬”isrenderedas"ROC",whichisasortofgiantbirdinArabicfables.However,"ROC"happenstobetheabbreviationof"RepublicofChina".Obviously,thetranslationstirsupinappropriatepoliticalassociations.

3)Translationisnotelegantenough.InEnglish,"cock"usuallyhastheimpliedmeaningofacertainpartofhumanbody.Ifthebrandname“金雞”isliterallytranslatedinto"GoldenCock",thetranslatedtermwillannihilatethegoodimageoftheproductsandleavethetargetaudiencetheimpressionofvulgarity.Infact,thereisabetterversionfor“金雞，’-GoldenRooster.

4)TranslationbyusingChinesephoneticletterscoincideswithEnglishwordswithderogatorysense.Thetypicalexampleis“馬戲撲克”.Theversion

"MaxiPuke”remindstheEnglishconsumersofsomethingrevoltingandunpleasant,for"maxi"meansbiginEnglishand"puke"indicatesvomitedfoodordrink.

1.5Differencesbetweencharacterform[5]

Itisself-evidentthatvariouscountries,nationalitiesandregionsuseavarietyofcharacters.Furthermore,likesanddislikesforcertaincharactersarewidelydivergent.ItisreportedthatJapaneseareinfavorofsuchChinesecharactersas“誠”、“夢”、“愛”、“愁”and“美”whilemostChineseareaccustomedto“福”、“壽”、“喜”and“樂”.InaccordancewiththeAmericanauthorIrvingWallace,themostbeautifulEnglishwordsarechime,golden,lullaby，melodyandmurmuring,etc.SinceChineseisavisualsymbolicsystemwiththemostprecisestructureforrecordinghumanspeech,thepictographicandassociativeChinesecharactersarenotonlypotentialintransmittingmessage,butalsooffergreatadditionalaestheticfunctionsoastoarouseconsumers’positivereaction.UnlikeChinese,Englishisanalphabeticalsystemofwritingandcanhardlyproduceartisticimageonlythroughitswords.Inconsequence,itisbynomeansaneasyjobtogiveaccurateandelegantEnglishversionsfortheChineseads.

Incaseofuntranslatabilityarisingfromcharacterdifferences,advertisingtranslatorshavetoexertallstrengthstoseekothermethods,forinstance,tocreateacompletelynewadforthesameproductintendedforthetargetmarket.WhenintroducingitsproductstoChina,JapaneseToyotaAutomobileCompanyingeniouslyemploys“車到山前必有路，有路必有豐田車”tostimulateChineseconsumersintopurchases.

1.6Rhetoriccontrast[5]

Englishisrapidlybecomingtheuniversallanguageforinternationalbusiness.ItisinevitableforChineseproducerstotranslatetheiradsintoEnglishtogainaplaceontheworldmarket.RhetoricdevicesarethemostcommonlyusedtoolsinEnglishadvertisingcopywriting.

TheredoexistdifferencesinrhetoricalfiguresbetweenChineseandEnglish,andthesedifferencesmayputtranslatorsinadifficultposition.Forinstance:

(4)黃河冰箱，領(lǐng)“鮮”一步。

Thisadadoptstherhetoricaldeviceofpun,whichisdifficulttotranslate.Thetranslatorcanhardlyrenderthemeaningwithoutsacrificingtheform,ormaintaintheoriginalflavorwithoutdistortingthemeaning.

ThetranslationofrhetoricaldevicesinChineseadsisaknottyproblem,whichhasblockedthewayofmanytranslatorsofChineseads.Asstatedinthepreviouspartofthethesis,whatshouldbeborneinmindisthatcommunicationbecomeseffectiveabroadonlyafterthemessagehasbeenappropriatelytranslated.Withoutthisadequateandexpressivetranslation,itisveryunlikelytoproduceanimpactontheforeignconsumer.Therefore,theauthortriestomakeastudyoftherhetoricaldevicesusedinadvertisingEnglishtopavethewayfortheapplicationofEnglishrhetorictothetranslationofChineseads.

1.7Theinfluenceontheadvertisingtranslation

Translationisabilingualandbiculturalactivity.Thetranslatoralwaysseekstostrikeabalancebetweenthetwolanguagesandtwoculturesinvolvedintheactivity.Anyshiftofemphasisfromthesourcelanguageandculturetothetargetcounterpartsorviceversamayresultinthedifferencebetweenliteraltranslationandfreetranslation,faithfultranslationandidiomatictranslation,semantictranslationandcommunicativetranslation,word-for-wordtranslationandadaptation.Asthemajorfunctionofadvertisingistoencouragesales,i.e.,topersuadethetargetaudiencetomakeapurchase,advertisingtranslation,whichaimsatpromotingsalesontheoverseasmarket,shouldnecessarilylayitsemphasisontheoverseasaudience,i.e.,thetargetlanguagereadership.Whatshouldbefavoredinadvertisingtranslationisthemessageratherthantheform,thesenseinsteadofthewords,thespiritandnotthestructure.Inordertoconveytheoriginalmessage,rendertheprimarysenseanddisplaytherightspirit,theform,wordsandstructureofthesourceadvertisingtextcanberetainedifpossible,adaptedandevenconvertedifnecessary.Thetranslatormusttry,byhookorbycrook,toproducethecorrespondingeffect,orinotherwords,tocreatesimilarresponsefromthetargetlanguagereadership.

2.TheoreticalBackground

Twoaspectsofadvertisinglanguagewillbediscussedinthispart,theoneisaboutculturaldifferencesandtheotherisconcerningabouttheadvertisingtranslation.

2.1Relationbetweenlanguage,cultureandthought

AccordingtoBernstein,languageissomethingwhichbothinfluencescultureandisinturninfluencedbyculture,withthesecondinfluenceapparentlystrongerthanthefirst.AccordingtoBrown,cultureisreallyanintegralpartoftheinteractionbetweenlanguageandthought.Culturepatterns,customsandwaysoflifeareexpressedinlanguage;culture-specificworldviewsarereflectedinlanguage.

2.2Cultureandadvertisinglanguage

Advertisinglanguageisreflectiveofliterature,psychologyandaestheticsoftheculturalcommunity.Itcarriesmarksofinfluenceofthatculturalcommunity’straditioninitsworldviews,socialvalues,religionandthelike.Forinstance,AmericanadvertisementsmirrorAmericans’culturalpsychology-questforadventureandindividuality.Thisissuggestedby

the

linguistic

preference

for

words

likeadventure,different,fearless,exhilarating,bold,newandinnovative,whereas,thepsychologyreflectedinChineseadvertisementstendstobepursuitfor,say,kinship,perfectionandfamilyunification.

Theculturedifferencesreflectonthelanguage,especiallyontheadvertisinglanguage.Therefore,therearecertainconceptswhichcanbeactivatesbyanEnglishwordbutnotbyitsChineseequivalent.ItisquitepossiblethataChineseversionofanAmericanadvertisementmaynottriggertheintendedresponseintheChineseconsumers,andwhat’sworse,itmaynotbeunderstoodbythem.

Hence,themoreatranslatorknowsabouthowaculturalgroupviewsuchthingsashumor,interpersonalrelationship,lifeandworkstyle,themoresuccessfullyheorshewillbeabletoproduceaneffectiveadvertisementtranslation.

3.CulturalDifferencesinAdvertisingLanguage

Thefastertheeconomygrows;themoreexchangetherewillbe.Becauseoftheglobaleconomicmarket,culturedifferencescanbereflectedeverywhere.Theadvertisementistheactiveconstituentinthewholemarket,andtheadvertisinglanguageisfullofabundantculture.Soaqualifiedadvertisershouldknowclearaboutthebasicculturaldifferencesandheorshecanmakeacompetitiveadvertisement,whichcanbewellunderstoodandarousethesympatheticpurchasingaction.Thusthischapterwillexplainthebasicculturaldifferencefromthesixaspects.

3.1Monismversuspluralism[6]

Fromtheaspectofculturebasicform,Chineseculturehasthemonismviewpointand

the

western

culture

has

thepluralismviewpoint."Natureandhumanareinoneness"isoneofChinesephilosophyconceptsinChinesetraditionalculture.Itinsiststhatnatureandhumanshouldbeinharmony.ContrarytotheChineseculture,thewesterncultureinsistsontheviewofpluralism.Itemphasizesonthechangesanddifferencesofthematter,self-development,andenterprisingspirits.

SomeChineseadvertisementsmeettheculturepsychologyofChinesepublic,andcreatesomepreferableadvertisingwords.Forexample:

(5)天堂水沏的龍井茶，娃哈哈礦泉水茶飲料。(Beverage)

(6)天地間造化，動(dòng)靜皆風(fēng)云。(Car)

(7)一份好奶，一片云;

遠(yuǎn)在天邊，

近在你我心間……

天生的好奶，天山雪。

(FreshMilk)

Thethreeadvertisingexamplestakeadvantageoftheidea"Natureandhumanareinoneness",andcreateimagininglanguageinthewayofempathy.Themeansofartisticexpressionattractthereaders’attentionandtheadvertisementgetsitsidealeffect.TheadvertisertakestheWahahabeverageastheholywaterfromParadisebyusingametaphor.

"WaterfromtheParadise”comesfromthefive-thousand-year-oldChineseculture.

Themythmakesthecommonwaternobleandmysterious.Theconsumersfeelitshouldbeoutofordinaryiftheybuythemerchandise.Thepure,theholyandtherichfragrantmaketheteabeveragebetheessenceofheavenandearth.Sotheproductsfascinatetheconsumerssomuchthatarousethepeople’senthusiasmandthestrongpurchasedesire.Thisadvertisementgetsitgoal.

TheEnglishadvertisementsareaffectedbythepluralismviewpointofwesternculturewhichpreferstheindividualfreedom,self-developmentandthecreativeability.Italsoencouragespeopletotransformworldandconquerthenature.Theseadvertisementshighlighttheimportanceofpersonself-development,andpublicizetheirproductsfrompointofviewofpersonality.Theyshowtheideasinwesternvaluesystemthatpeoplecanchangeeverythingandpeoplecancreateeverything.

Theadvertisementsmanifestthebeliefsthatpeopleshouldpursuitthefreedomandtheself-development,andcreatethefuture.Thesesexpressionssatisfytheconsumers’personalitydevelopmentandarousethesympatheticresponses.

3.2Collectivismversusindividualism[6]

Atthevalueaspect,theChinesecultureworshipstheselflessdedication.

Personalvalueliesinthededication.InChina’straditionalculture,philanthropism,kindandjusticealwaysisthesocietyvalueinworship.ToChinese,personalhappinessisinaccordancewiththecollectivebenefits.Consideration,careandlovehavebeenthestateofmindthatthepeopleemphasize.Therefore,Chinesepeoplepaymoreattentiontonationalaffairs,familyaffairs,everythingconcerned,andgivingotherswithveryconsiderateandconcerningcareisregardedasvirtue.Butinthewesternsocietyculture,peopleemphasizethecharacterpersonalfreedom,egodevelopmentandpersonalspiritofenterprise,personalbenefitsarebeyondonthecollectivebenefits.Thedifferentvaluewillreflectbyallmeansateachadlanguage.Theexampleslistedbelowcouldprove:

(8)媽媽,我又夢見了村邊的小溪,夢見了

奶奶,夢見了您。媽媽,我給您捎去一樣好東西。威力洗衣機(jī),獻(xiàn)給媽媽的愛。(威力牌洗衣機(jī))

(9)讓妻子從繁重的家務(wù)中解脫出來,這是每個(gè)丈夫的職責(zé).

TheauthoroftheseChineseadvertisementplacesoneselfamongtheconsumers.Wecaneasilyfoundsomethingtenderandaffable.Adoptingtheempathyoffeeling,arousetheconsumer’sfamilyaffectionandfriendship.Therefore,theadreadveryhuman.Showconsiderationtotheothers,thekindandjusticeuniversallove,respecttheoldandlovetheyoung,thepeacefulfamilyhavebeenthevirtuethattheourcountrypublicizesinthetraditionalculture,Buttheseadvertisementgivethesetraditionalvirtuesforproduct,withathickaffectioncolortookintoexaggeration,makingaclaimthattheproductcanbetrustedandfeelwarmwithit.Onthecontrary,Englishadvertisementemphasizethepersonalstruggle,personfreedomandegorealization,encouragingcharacterdevelopmentisusuallyanEnglishadvertisementclaimmethod.Suchas:

(10)Lufthansa

Ourpersonalservicewillappealtoyourindividualtaste.

(LufthansaAirline)

(11)Forthemanwhomakeshisownrules.

Premier

FromJohnnieWalker

RareOldScotchwhisky,agedtoperfection.Theresultofover170yearsofexpertise.(Premierwhisky)

3.3Theimplicitwayversusthedirectway

InChinesetraditionalculture,thereisapublicfeelingthatthewordsshouldbeconservativeand,implicit.Becausetheunsayingwordsareverymeaningfulandcanachieveanidealstate.IntheChinesearticles,therearesomewordsthatseemunrelated,whichhighlightthetheme.Tosomeextent,thereareafewwordsaboutthepeculiaritiesandthefunctionsoftheproducts.Forexamples:

(12)自己人，不玩虛的，貴府酒。

(貴府酒)

(13)鶴舞白沙，我心飛翔。(白沙集團(tuán))

(14)朋友情誼，貴乎至誠相處，互相支持幫助。啊，滴滴香濃，意猶未盡!

(15)JUSTWHATTHEDENTISTORDERED.

Inall,Chinesenationthinkhighlyoffriendship.Sothesemeansmentionedabovecanachievethesympatheticeffect.Theadvertisementsgetthegoal.Foranotherexample:

Nowthere’ssomethingmoredentistscanrecommendforyourgumsthat’sproventohelpgetthemhealthier.

CrestPlusGumCareistheonlycavityofgettingtoothpastethat’ssoeffective;it’sclinicallyproventohelpreservethegumdiseasegingivitis.(Crest佳潔士牙膏)

Fromtheadvertisementabove,itcanbeseenthatthefrank,candid,andefficientattitudes.Theadvertisersshowthepeculiaritiesandfunctionsoftheproductsstraightforwardly.Thewordsareveryreliableandconvincible.Thisdirectexpressingwayofadvertisingcomplieswiththewesternpeople’sstyleandgivesgoodimpressiontothewesternreaders.

3.4Theimagerypatternversusabstractpattern

InChinesetraditionalculture,themodeofthinkingisbelongingtotheimagerypatternmostoftime.Tosomeextent,theabstractpatternislittle.Chinesepeopleoftenputtheirfeelingsintheconcreteobjectsandthings.Whenapersonseesanobject,he/shewillthinkofanotherfamiliarperson.ThisisthecommonsenseofChinesepeople.Sotheadvertisersoftenshowacomparablyconcretesceneorananalogy,inorderthatthereaderscanthinkoftheproductseasily.

Thethoughtofwesternpeopleareusedtobeleapingandthoughtful.Theyprefertheabstractthinkingpatternthantheimagerypattern.Sotheyoftenutilizethecreativelanguage,andgivethereadersakindofnovelideasinorderthattheconsumerscangetaprofoundandfavorableimpression.Forexample:

(16)THESMOOTHERSIDEOFSUCCESS.

(J&Bwine)

(17)Minolta.Thesimplicityofintelligence.

(Minoltatypewriter)

(18)Comfort,care,dedication.

We’veputitallinourairline.---Welcometocivilizedaviation.

(SwissInternationalAirLines)

3.5Respectofauthorityversusrespectofself-performance[6]

Fromlongtimeago,Chineseculturestressesonthepublicopinion.

Itinsiststhatpeopleshouldsolicitcommentsandsuggestionsfromotherpersonoutsidehis/herorganization.Anditalsoregardsthattherecordscanproveeverythingincludingthelast,thepresent,andthefuture.Theauthorityhasagreatpowertoaffectthepurchaseoftheconsumers.SothisisoneimportantfeatureofChineseadvertisements.Theadvertisersoftenenumeratethehonorsandcertificatesandletthemoccupyapivotalposition,whentheadvertisersintroducetheproductstothereaders.Forexample:

(19)上海名牌產(chǎn)品、IS9001國際體系認(rèn)證、“中國環(huán)保產(chǎn)品質(zhì)量信得過重點(diǎn)品牌”稱號。干洗機(jī)1000元起價(jià)，培訓(xùn)技術(shù)。

(20)中國馳名商標(biāo)，中國名牌，國家免檢產(chǎn)品，優(yōu)質(zhì)更超值。

ButdifferentfromChineseadvertisements,Englishadvertisementshavethiskindofexpressingwayrarely.Becausetheyhavethesuccessfulrealizationofself-value.SothepracticalconsciousnessappearedhereandthereinEnglishadvertisements.

3.6Differencesocialhistorybackground.[7]

SoifonlytheadvertisersdesigntheEnglishadvertisementsbytakingtheconsumers’theessentialinterestsasthebaseandbytakingtheideaofselfvaluerealizationasthegoal.inculturecentersonthepersonalvalue,we