广告口号翻译 论文.docx

广告口号翻译论文

第一篇：广告口号翻译论文华北科技学院毕业论文1.IntroductionThetranslationofadvertisementsisacaseinpoint.Multinationalcompaniesadvertisetheirproductsathomeandabroad.Whencertainproductorserviceisadvertisedinaforeignmarket,thetranslationofthetargetconsumersisindispensableinordertocatertotheneedsofthetargetconsumers.Asaresult,thetranslatedsloganwillnotpossiblyproducethedesiredeffecttoinformtheconsumersandarousetheirdesiretomakepurchase.Asamatteroffact,thereisanundeniablefactthatsometranslatedadvertisingslogansstillleavemuchtobedesired.Inmythesis,Iwillgiveabriefaccountofthefeaturesofadvertisingslogansandthebasicrulestofollowwhentranslatingthem.Then,Iwillputthebasictheoriesoftranslationintotheadvertisingslogan,sothebusinesscanfindaneasywaytomakeagoodrelationshipwiththecustomers.TheGeneralRemarksonAdvertisingSlogan2.1DefinitionofAdvertisingSloganTheword“slogan”originallycamefromtheGaelicphrase,“slughgairm”.Itmeans“battlecry”.Thesloganisdifferentfromtheotherkindsofwritingbecauseitisdesignedtoberememberedandrepeatedwordforword,toimpressitsbrandanditsmessageonthecustomers.2.2FunctionofAdvertisingSloganTheultimatepurposeofanadvertisingsloganistoarousetheconsumer’sdesiretomakepurchase.Itinfluencesnotonlytheconsumer’seconomicdecisionsbutalsohishersocialvaluesandpersonallife.Therefore,anadvertisingsloganhastwomainfunctions:providinginformationandpersuadingtheconsumerstomakepurchase.2.3TheLexicalFeatureinAdvertisingSloganTheadvertisingslogansusethehighlyfrequentexpressionsandwordswhichareoftenusedinthedailycommunication.Otheradjectivesareusedforparticularadvertisingproducts.Suchas:crisp,fresh,delicious,richfor“food”,easy,safeand1of5OnTranslationinAdvertisingSlogancanbeusedforalltypesofmachineryandappliances,kitchenproducts,extra,free,specialareoftenusedtoattractspecificclients.Example:let’smakethingsbetter.(Philips)Thetasteisgreat.(Nestle)Feelthenewspace.(Samsung)2.4RhetoricFeaturesintheAdvertisingSloganTropeisarhetoricalfigureofspeechthatconsistsofaplayonwords,i.e.usingawordinawayotherwhatisc