On English Translation Methods of beverage Advertisements from the Perspective of
Functional Equivalence Theory
功能对等理论视角下饮料广告语英译策略
Chapter1: Introduction
Chapter2: Nida’s Functional Equivalence Theory
2.1 The Definition of Functional Equivalence Theory
2.2 The principle of Functional Equivalence Theory
2.3 The Language of English Advertisement
Chapter3: The Application of Functional Equivalence Theory on Beverage Advertisement C-E Translation
3.1 methods in Beverage Advertising Translation
3.1.1 Flexible Translation
3.1.2 Literal Translation
3.1.3 Free Translation
Chapter4: Conclusion
摘要
随着经济全球化的发展,广告成为人们日常生活的一个重要组成部分,广告作为一种有效的竞争手段,已成为消费者获取商品信息的重要来源。广告是一种商业价值颇高的应用文体。无论采取任何种形式,最终都是为了说服消费者购买广告所宣传的商品或服务。与此同时,广告翻译也得到越来越多的关注和重视,但随着翻译行为日益趋向多元化,广告的翻译质量直接影响到市场的推广。译者如果在翻译广告时不按照传统方式坚持忠实与原文的内容和形式,其译文可能并不能达到预期说服效果,从而导致该广告产品在市场不受青睐。但目前中国的汉英广告翻译尚未得到充分发展,为此,掌握更有效的翻译理论和翻译方法对广大译者来说是当务之急。
本文从奈达的“功能对等”角度研究饮料广告语翻译。将功能对等有效地运用到汉英广告中,充分展现出翻译功能的作用,使翻译更能让人所接收,从而达到预期的效果。
本文共分为四章,第一章主要介绍本文写作目的饮料广告语翻译的定义和目的性,第二章主要介绍功能对等的定义和广告英语的特点。第三章主要介绍饮料广告语的一些方法策略。第四章是对全文进行总结概括。
关键词: 汉英翻译 功能对等
Abstract
With the development of global economy, advertising has become an important part of people’s daily life. As an effective competition method, advertisement has become the important source for consumers to acquire information about merchandise. Advertising is a type of practical writing with high commercial value. Whatever form they adopt, they have an ultimate purpose of persuading consumers to purchase the advertised product or service. At the same time, advertising translation also draws more and more attention from all walks of life. But with the translation behavior becomes more and more diversification; a translated advertisement plays an important role when the advertisement is introduced into a foreign market. If the translator, they don’t allowed in a traditional way, keeps sticking to the original form and content in advertising translation, the translation perhaps cannot realize the expected persuasive effect so that the advertised product will not win the favor of consumers in the target market. Nowadays, C-E advertisement translation still remains less developed in China. Consequently, it is the translators’ top priority to grasp more effective translation theories and methods.
The C-E translation method applied in beverage advertisement from the perspective of Functional equivalence theory. The objective of efficient use of C-E advertisement translation, the fully display function, so that more people accept the translation and achieve the desired effect.
This paper is divided into four chapters. The chapter one is mainly introduces the definition and purpose of advertising translation. The chapter two is introduces the definition and characterization of English advertisement. The chapter three is talk about some methods of beverage advertisement strategy. The chapter four is conclusion.
Key words: C-E translation; Functional Equivalence Theory
Chapter 1 Introduction
With the development of global economy, there will be more and more Chinese products enter into the foreign market. However, with the rapid development of the global commodity economy, the production of commodities has become extremely prosperous and the international competition of product of the same type has become exceedingly fierce. Therefore, in order to promote their products, manufacturers of each country compete in advertising to the best of their ability to set up images and trademarks of their products. So as the advertisement plays a vital role in the people daily life. With the advance of human being history, advertising is an omnipresent activity. For instance, magazines, newspaper, radio, Internet and TV and so on. .According to American Marketing Association, “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about the products, services or ideas by identified sponsors through the various media.” (Zhao,1997:1). Advertising can offers some information to consumers whenever the consumers want to buy goods.
Advertising has a unique language feature: different countries have different cultural background and customs, habits and so on. China and America, it is two totally different languages. A strong business purpose of the introduction of the perceptions of “functional equivalence theory” is not only the responsibility of the show to consumer products, but also makes customers want to purchase the goods. Advertising usually uses simple words and new words, in order to attract customers. But due to some Chinese advertisements were translated literally, some manufactures of word-for-word translation or too many mistakes appear in the translations, which can often be found in spelling, grammar, misuse of words and confusing in structures. Therefore, seeking for an effective guiding principle and put it into practice has become the top priority in C-E advertisement translating study.
This thesis mainly studies the suitable translation strategies appropriate for C-E translation in beverage advertisement from functional equivalence theory. According to equivalence theory, the translation strategies are determined by the dynamic function of the target text. In order to find appropriate ways for advertising translation, the translator need understand what its dynamic equivalence or functional equivalence theory. Every kind of advertisement has at least two main functions, which including “informative function and persuasive function” (Crystal and Davy, 1983: 222). The two function of advertisement offer information of goods to shopper with a purpose to persuade them to buy the goods. The research on C-E translation using from the perspective of functional equivalence is of better value in both theory and practice.
This paper is divided into four chapters. The chapter one is mainly talk about the purpose of the structure of this thesis. The chapter two is chiefly introduced the definition and development of Functional equivalence theory. The chapter three is core part of this thesis, which focused on the suitable strategies translation of an advertisement. The chapter four is the conclusion, chiefly summing up the findings of this thesis, pointing out the defects and some proposing advice for the further study.
Chapter 2 Nida’s Functional Equivalence Theory
2.1 The Definition of functional theory
In his other work, dynamic equivalence was replaced with functional equivalence, but he explains that the meaning of functional equivalence is the same as the meaning of dynamic equivalence. According to the detail of functional equivalence, Nida has describes it as follows:
Basically, dynamic equivalence has been described in terms of functional equivalence. The translation has been defined on the basis that the receptors of a translation should comprehend the translated text to such an extent that they can understand how the original receptors must have understand the original text (Nida, 1969:36)
According to functional equivalence theory, it attaches great importance to achieve functional equivalence between two languages. Also, any action has its purpose and the translation process is translated by the overall operation. Functional equivalence theory defines translation as a reader responses and the evaluation of a translation is successful, and then according to it’s achieve functional equivalence. Chinese advertising translation has a success, which the effect of promotional products. So, functional equivalence theory has an effect on guiding translation. Functional equivalence theory, which consists of two core basic equivalents-“reader’s responses “and “content over form” provides theoretical support in translation.
2.2 The Principles of Functional Equivalence
2.2.1 Reader’s Responses
Eugine Nida was the pioneer of functional translation theory, to make the conversion between source language and target language have a standard, and reduce differences. Nida from the perspective of linguistics, according to the nature of translation, he point out the famous dynamic equivalence translation theory, also called functional equivalence theory. Nida in his a famous book Toward a science of translating refers to “with the dynamic relationship that the relationship between receptor and message should be substantially the same as that which existed between the original receptor and the message.” (Nida, 1964:159) means that the “readers of translation equivalence to the original readers of the original reaction.” (Translated by the author, Yin, 2006:106) Nida thinks that the translation is language communication behavior, he advocated using communication theory interprets the translation process and results, so that the translation study field is no longer limited to the language level, but expanded to the translation of the user
2.2.2 Content over form
Meanwhile, in the advertising translation, also follow the principle of “content over form”, this is the core content of Nida’s functional equivalence theory. In his other famous book The Theory and Practice of Translation he explained that “translating consists in reproducing in the receptor language the closest natural equivalence of the source language message, first in terms of meaning and secondly in terms of style.” (Nida and Taber, 1982: 12) in order to keep the content of the translation is complete, in the term of form must make a corresponding change.
2.3The Language of English Advertisement
The purpose of advertisement is very clear; it must attract reader’s attention and interest at the limitation of time. In order to given the reader impression deeply, encourage the customer to take action. Therefore, the purpose of advertisement decides the characterization of language is use simple words, brief sentence, stress rhetorical device. This part will introduce the language of English advertisement from lexical features, sentence pattern and rhetoric.
(1) Lexical features are creating new words in order to come into notice. In order to attract the customers’ attention, the framers spelling the wrong words on purpose or add prefix and suffix, through those words to spread product information, to achieve vivid and interesting. Such as the beverage language of advertisement “The orangemostest Drink in the world.” Obviously, the word “orangemostest” is a new creates word, “orangemostest=orange+most+est”make the reader easy to understand the orange juice have high purity and high nutrient.
(2) Sentence pattern has required that it can use more multi-purpose compound, using less master-slave structure. just as said by Houweirui(1988)that “Advertising English in order to obtained by concise, often tend to use more paratactic structure, and less use of composite structure relatively.”(Translate by the author Si, 2009: 473). Because relative to the composite structure, conjuncts easy to accept.
(3) The English advertisements are paying close attention to rhetoric. The rhetorical device using metaphor, personification, pun, rhyme, repeat and so on, in order to greatly enhance the vitality of the advertising language and appeal. Such as “Breakfast without orange juice is like a day without sunshine.”(Metaphor) “Vandermint isn’t good because it’s imported; it’s imported because it’s good.”(Repeat)
Chapter 3: The Application of Functional Equivalence Theory on Beverage Advertisement C-E Translation
The advertising translation has purpose, which demined that the translator should use functional equivalence theory as directive in translation. They should find a suitable strategy and ways in translation. It is important for realize the purpose of advertising translation to use the right strategies and methods.
3.1 methods in Beverage Advertising Translation
3.1.1 Flexible Translation
In the advertising translation, Flexible translation is a kind of method to borrow some idiomatic structure in target language translation. The borrowing structure can be idioms, proverbs, quotes by famous people, motto and a poem and so on. (Jiang, 2012:123). Using this method can easy to convey the original meaning, as to achieve the functional equivalence of advertising language. For example:
1. “要想身体好,常饮健力宝”
“A ‘jianlibao’ a day keeps the doctor away. (Zhang, 2008: 299)”
The advertisement is from Guangdong “jianlibao” beverage advertisement. If this sentence direct translate “if you wish physically strong, please often drink “jianlibao”, the reader will think that the translation is prosaic. But the translator borrowing a common proverb “A apple a day keeps the doctor away”(每天一个苹果,医生远离我), the translator using a proverb “apple” change into “jianlibao”. It could be easier to accept it for the foreigner and can attract the customers to purchase goods.
2.“口服心服”
“Drinking is believes”
The source text is cited from and reverse a Chinese idiom “心服口服”, means that someone or something make you are completed convinced. In this original version, “服”also means to drink, therefore, this advertising language is a kind of mineral drink. If translators translate the source text word for word, the consumers or reader will be confused. When translators translate also consider the reader’s response. For the English translation, which quoted from the English proverb “seeing is believing”, and the translator change the “seeing” into “drinking”. Using this way the reader can easy to accept the text. Let’s look a wine advertising translation; it is also using the same structure to explain. For example:
3.百闻不如一尝
“Tasting is believing.” (Zhang, 2011; 645)
This advertising slogan is a kind of wine, the source is quoted and reverse a Chinese idiom “百闻不如一见” means that it is better to see with your own eyes. The translator make “百闻不如一见”changed into “百闻不如一尝”. For the target text, this quoted from the English aphorism “seeing is believing”, just make “seeing” changed into “tasting”. Using flexible translation to translate this advertisement language achieve the effect of pragmatic, which can easy to accept it by the reader.
3.1.2 Literal Translation
According to Nida, literal translation which is to keep the original content and keep the original form-especially keep the metaphor of the original, image and nation local color and so on. The means that literal translation should be “loyalty” as the core in the original, try to keep the style of the original, it is mainly used to deal with some of the original meaning is clear, simple sentence structure is complete, literal translation is directly can also express the surface and deep meaning of a sentence type of advertisement. “A literal translation can be defined in linguistic terms as a translation made an a level lower than is sufficient to convey the content unchanged while observing TL (target test) norm” (Shuttleworth and cowie, 2004: 95)
1.喝一杯即柠檬令你怡神醒脑
“A Glass of Instant Lemon Tea Makes You Refreshed!” (Yan, 2010:55)
The translation is very clear; it can convey the real information to consumers. A cup of “Instant Lemon Tea” it can make you refreshed after you drink it. The translation reflects the formal equivalence and functional equivalence. “Make you Refreshed” assume the purpose of this advertisement. It could make you be full of positive energy after you drink it. The foreign reader can easy to accept it. The translation of this advertisement not only reaches the functional equivalence, but also can reach formal equivalence. Besides, the slogan of the advertisement can achieve the persuasive function and make consumers take action to purchase it.
2.非常可乐,非常选择
“A special Cola. A special choice.” (Zhang and Xu, 2013:128)
“非常可乐” is a new launch branch made up of the Wahaha company, it has a slogan “非常可乐,非常选择”. If the translator translated into “Extraordinary cola will be better”, obviously, it seems compare with “可口可乐”and “百事可乐”, it is against the foreigner’s advertising laws and regulations. Do not belittle other similar products to do advertisement. At the same time, the foreign consumers also cannot accept it. If the translators translated into “A special Cola. A special choice.” It can achieve the reader’s responses.
3.常饮绿茶,增进健康
“Regular tea drinking improves your health (http://fsf116.blog.163.com.)”
This is a green tea advertisement translation. The translation is very clear; it can transmit the real information to consumers. If you “regular tea drinking” it can improves your health. The translation reflects the formal equivalence and functional equivalence. “Improves your health” demonstrate the purpose of this advertisement. It could make you keep the healthy body. The foreign reader can easy to accept it. The translation of this advertisement not only reaches the functional equivalence, but also can reach reader’s responses. Besides, the slogan of the advertisement can achieve the persuasive function and make consumers take action to purchase it.
3.1.3Free Translation
Free translation is usually used in the translation of advertisements. It tries to express the original meaning in the form of the target text instead of the original form. However, it does not go too far to change the content of the original text. It contrasts with literal translation. “linguistically it can be defined as a translation made on a level higher than is necessary to convey the content unchanged while observing target language norms” ( Shuttleworth and Cowie, 2004: 62). In free translation, more attention is paid to producing a naturally reading target language to preserve the source text wording intact. For instance:
1. 西凤酒是‘凤型酒’的典型代表,清而不淡,浓而不艳。
“Xifeng, China’s cognac, perfectly mellow.” ( Jin, 2000: 98)
According to functional equivalence theory, the translator uses of the words “cognac” and “mellow” conveys the information that this wine is superior to other similar one which achieve the purpose and semantic equivalence of this advertisement. Everyone wants to purchase the good product. The consumers can be easily persuaded to take action to buy this wine. It reflects the informative function and persuasive function. “cognac” means “上等白酒” and “mellow” means “香醇”. Those two words can fully represent the characteristics of the wine—“清而不淡”, “浓而不艳”. It could be more easily to be accepted by foreign consumers.
2.美女话西施,美酒推灵芝
“As the Emperor’s favorite, Xishi was the most beautiful of women, so is Lingzhi Medicated Liquor the most beautiful of wines.” (Zhang and Xu, 2013: 127)
This is a wine advertising language, although, “西施” and “灵芝” two words are familiar to the Chinese people. But, due to different countries have different cultures, if appears the “Xishi” and “Lingzhi” in the translation, this slogan cannot easy to understand and accept it by the foreign consumers. According to functional equivalence theory, the translator using free translation in accordance with the “content over form” change the terms of form structure and add “the Emperor’s favorite” “the most beautiful of women” and “the most beautiful of wines”. It can convey the original text meaning; make the consumers easy to understand.
3.花旗参茶,老少皆宜
“Efficacious for growing-ups and children” (Qiu, 2005: 123)
This slogan use the idiom “老少皆宜”, if translators translate “老少”into “the old and young”, the target consumers cannot accept it. However, if translators translate “老少” into “growing-ups and children” the purpose of advertisement is to make the customers gain the information of this product which can be reached. This advertisement conveys the information as to make customers know which “growing-ups and children need it. It reflects the Nida’s “content over form”. Meanwhile, it could be for foreign customers to accept easily, and persuade the customers to buy it.
Chapter 4 Conclusion
With the development of global economic, more and more Chinese products begin to enter the international mark. Therefore, Chinese enterprises want their produ, cts win the favor of consumers in the target market. The C-E advertisement translation plays a significant role in merchandise trade activities. But, due to C-E advertisement translation still remains less developed in China, it is also has the problem of “word-for-word translation”, “distorted translation” and inappropriate “literal translation” in the territory of advertisement translation in China. Consequently, it is the translators’ top priority to grasp more effective translation theories and methods.
In this thesis, the author using functional equivalence applied to beverage advertisement slogan C-E translation, and proves it from the flexible translation, literal translation, and free translation aspect respectively. The ultimate purpose and final function of beverage advertisement C-E translation is to reach it functional equivalence between the original version and target version.
Nowadays, more and more Chinese enterprises are using advertisement to propagate their product and arouse the interest to purchase their products. This paper is focus on choosing the appropriate strategies to attain the final purpose and ultimate function of advertisement from the perspective of functional equivalence. Also, it applied the functional equivalence into the strategies of beverage advertisement translation for functional equivalence can as a guiding theory offer a new perspective for the translation of beverage advertisement. According to functional equivalence, in the process of the translation, the translator should base on the equivalent function of the target text. In order to assure the attainment of the final purpose and ultimate function of advertisement, the translation of advertisement should be faithful to the original, also pander to guest’s aesthetic standard and meet need the consumer’s need. The translator should take into complete consideration for target customers and target culture. So, it could be solve the problem of word-for-ford translation” and “distorted translation” and to deal with the cultural differences under the guidance of the perspective of functional equivalence theory.
However, because the author’s limited knowledge scope, there are some limitations of translation competence and the relevant materials. This paper is far less than satisfactory, also have some views absent. There some limitations between in the analyzing of examples and specific explanation. The author hopes that the present thesis can pave the way for the further.