English-Chinese_Advertisement_Culture_and_Translation

							.English-Chinese Advertisement Culture and Translation


Abstract


Advertisement is not only an economic activity, but also a cultural communication. I
n China, the authoritative definition of advertisement is the Advertisement Law of th
e People’s Republic of China. “Advertisement” refers to “Any commercial advertiseme
nt, which passes certain media or forms, directly or indirectly introducing their com
modities being sold or services being provided”. Advertisement culture includes the c
ulture of goods and the culture of market. The advertisement is a propaganda form
 which is the sales of commodity of cross-nation and cross-culture. The translator is
 in a important position to apply advertisement languages. At the same time, they
confront any kinds of difficulties, because of the different culture and language of d
ifferent counties. In evidence, the translation of the advertisement is different from
the other stylistics. The translator should have universal knowledge including langua
ge, culture of society, folkway, aesthetics, psychics, economics and advertisement’s
principle. At the same time, the translators also adopt new strategies when they tra
nslate.


Key Words


Advertisement; cross-cultural; communication; differences; strategy;



摘 要


广告活动不仅是一种的经济活动，还是一种文化交流。在中国，广告的权威性定义是指中华
人民共和国的广告法。广告指的是通过特定的媒体或者其他形式来推销产品或提供服务的商
业广告，直接或间接的介绍他们的出售产品和提供的服务。广告文化是从属于商业文化的亚
文化，自身又包含了商品文化以及营销文化。广告则是跨国界、跨文化的商品营销的宣传形
式。中国的国际广告实施过程中，在广告语言的运用方面，翻译工作者起着举足轻重的作用，
同时也面临着由于各国文化与语言差异所带来的各种困难。国际广告的翻译显然不同于其它
文体的翻译，译者需具备语言、社会文化、民俗、美学、心理学、经济学、广告原理等多方
面的知识，翻译时也须采用新的策略。


关键词


国际广告; 跨文化; 交流; 差异; 策略
Introduction


Chinese economy has already entered the world market. Advertisement which is a f
undamental marketing tool plays an important role in Chinese economy. And it cont
ributes much to the entrance of products’ sale and services to the world market. As
 a phenomenon of the market economy, the study of advertisement in the West ha
s a history of more than thirty years. In contrast, the study of it in China is still in
 its infancy. Though a lot of articles and works have been done on the research of
 advertisement these years, they are superficial. And the research of advertisement
translation still remains blank except for several articles sparkling in journals. So it i
s necessary to do a study in this perspective. I will start with analyzing the differen
ces of advertisement culture and the differences of language. Then continue to expl
ore new strategies in the advertisement translation.



I. The Overview of Advertisement


A. The Definition of Advertisement
There are various definitions of advertisement according to different perspectives or
purposes. Albert Lasker, the father of modern advertisement, said advertisement wa
s “salesmanship in print.” This saying indicates that the ultimate objective of adverti
sement is to sell. However, with the development of media and the expansion of th
e nature and scope of advertisement, this saying is quite limited.
Encyclopedia Britannica defines advertisement as follows:
“Advertisement is a form of communication intended to promote the sale of a produ
ct or service, to influence public opinion, to gain political support, to advance a part
icular cause, or to elicit some other response desired by the advertiser. …Advertise
ment is distinguished from other forms of communication in that the advertiser pays
 the media to deliver the message.”(Encyclopedia Britannica, Volume I, 1994)
This definition extends the objective of advertisement to persuading people to do re
sponse. It indicates that advertisement is a form of communication, and it further p
oints out that advertisement is different from other forms of communication in that
the advertiser pays the media to deliver the message.
In this study, I shall use the definition put forward by William F. Arenas and Courtl
and L.Bovee, which is a quite comprehensive one: “Advertisement is the no persona
l communication of information, usually paid for and usually persuasive in nature, a
bout products (goods and services) of ideas by identified sponsors through various
media."
We should comprehend this definition as below:
(1)Advertisement is directed to groups of people rather than individuals (no persona
l). The groups of people are the intended or the target audience of the advertisem
ent communication.
(2)Most advertisement is paid for by sponsors, except some public service ads.
(3)Most advertisement is intended to be persuasive —to convince people to buy pro
ducts or services, but some ads promote the images of enterprises.
(4)The sponsor must be identified. It appears as trademark, brand name of product
s or services, or the name of an enterprise in the advertisement.
(5)Advertisement reaches us through media.
In China, the authoritative definition of advertisement is in the Advertisement Law o
f the People’s Republic of China. “Advertisement” refers to “Any commercial advertis
ement, which a commodity operator or service provider pays for, through certain m
edia or forms, directly or indirectly introducing their commodities being sold or servi
ces being provided”


                       2     B. The Functions of Advertisement
Generally speaking, the functions of advertisement fall into two categories: the econ
omic functions and the ideological functions.
The economic role of advertisement may be its primary role. It bridges markets, pr
oducts and consumer goods to the public and thus to support the free economy. It
 can help the consumers to identify and differentiate products and build brand pref
erence and loyalty.
To make an in-depth study, we find that advertisement involves social values and a
ttitudes. Nowadays, more and more advertisement adopts the style of emotion appe
al. They suggest our concerns about relationship, our sense of social status, happin
ess and contentment and many others. It may be said that advertisement is a mirr
or of ideology and culture. By imposing images on the products and services, adver
tisement can influence our attitudes and feelings and meet our ideological needs so
 as to persuade us to act. For instance, some advertisers claim that the consumptio
n of their products will give youth, love, social acceptance etc.


C. The Classifications of Advertisement
Advertisement can be classified by media (newspaper, magazine, radio, television, in
ternet), by target audience (consumer, business), by geography (local, international),
 or by purpose (product advertising, non commercial advertisement, action advertise
ment).
In this study, because of the limitations of materials, I will deal exclusively with pri
nt advertisement from the media of English and Chinese magazines and newspapers.
 And because consumer ads play an important role in all kinds of ads, and are mo
st visible in our society, I mainly aim at the study of consumer advertisement.


II. The Effects of Culture and Language


With the development and deepen of specialization, and globe incorporate tendency,
 the product circulation is frequent. In order to contest the world market, many co
mpanies want to sale their products. But the most important means is using adverti
sements makes goods and into world market. At the same time, because of the int
egration of China’s economy into the world market, the development and consumma
tion of China’s economy system, advertisement which is a fundamental marketing to
ol plays an important role in China’s economy, and it contributes much to China’s s
ales of products and services in the international market, and it is also the carrier o
f transmitting culture. Advertisement activity is not only an economic activity, but al
so a cultural activity. It likes an invisible hand to affect people’s mode and consum
er’s habit. It includes the culture of goods and the culture of market. Goods, it is a
 cultural carrier. In China, in The Silk Rode Times, people transmit their culture by
goods. The Silk Rode brings westward not only silk, but also the ancient culture. Th
e substance of product culture contains design, produce, and packing and decorates
 of the products, and also the adding cultural value in the development course. It i
s a unity of times-spirit, national spirit and science spirit, and also a unity of using
function and aesthetic function. It is the central content of advertisement culture. T
he market culture on the premise of culture concept refers to the market art and p
hilosophy on the principles of being close to the needs of psychics of men, the spiri
t temperament and the aesthetic interest, which is the concentrated expressive form
 of advertisement culture. Commodity culture comes true ultimately through the achi
evement of market culture. Advertisement culture is obviously characterized by popu
larity and nationality. A certain cultural tradition, belief, orientation of values affects
the mind and action of business operator and consumer. The international advertise
ment is a propaganda form of stride-border and cross-culture of product’s sell. Com
pared with domestic advertisement, the international advertisement faces many diffe
rent problems which comes form language, traditional habit, regulation, education, e
nvironment, religion and economic condition, and so on. The translator is in a positi
on to apply advertisement languages. The translator is a messenger who is good at
    communication in the sociality activity. The translation of business advertisement is
    different from literature, technology, news.
A. The Effects of Culture.


1. Different Cultural Values
The Chinese of cultural values possesses profound the spirits of humanism. People’s
    value is acted in” introspection” and “restraining oneself” The Confucians had advo
cated “cultivate character, regulate the family and run the state, manage nation”. A
nd they emphasis the ability of moral standard. Thus, it comes into being the introv
erted mind step by step. The professor Yang who is a Chinese American thinks: “th
e Chinese people pay attention to the texts of products in the advertisement. Its cu
ltural background is the ethic and religion which come from Taoist school, Buddhists
    and Confucians”. It has the fatalism tint. The relation is established on the positivi
sm.” Compared with Chinese, the western people’s temperament is extroverted. The
y pay attention to the Out-form of advertisement. They request sensory effect


               3                         . Different Psychology Construction
The Chinese people have steady psychology construction, so it comes into being ch
aracteristic cultural psychology, with “humanity” “pragmatic” “patience”. They think
much of authority, but ignore fact. It is the group psychology; they think much of
colony, but neglect individual; they think much of material benefit, but neglect impr
ession; they think much of moral, but ignore effect. It is the egalitarianism. In opp
osite, the psychology construction of the western people is complex and loose, with
    “humanism” “cognize” “action”
.
3. Different Region Environment and Human Environment
China is one of the four countries with an ancient civilization. It lies in the rich lan
d. So family is very important in their mind. Compared with the west, China has a
long history. The western people have an area of narrow, and they often flight. Th
e concept of the family has become less important in their minds now.
Advertisement culture clings to the body culture. With the communication of the wo
rld economy is more and more. The tendency of the world’s development is the “gl
obal village”. It is certain that advertisement culture is fused. The seeking of Chines
e people trends “new, famous, penetrating, beauty”. The using functionality is instea
d of aesthetics step by step in china. If we know differences between the Chinese
and the west, we can do with a definite purpose.


B．The Effects of Language


1. Sound Difference
The pronunciation of language can cause different aural effect, and inspire different
 reaction in psychics: softness or ringing. The onomatopoeic motivation, sound symb
olism and echoism usually are used in advertisement language. Thus, it sounds bea
utiful. But it also brings many difficulties because of the differences of sound, onom
atopoeic motivation, and rhyme between Chinese and west. For example, in order t
o increase the beauty of phonology, alliteration, assonance, rhyme and consonance
are usually adopting in the English advertisement words. For example, the advertise
ment word “never late on Father’s Day”, two [ei] make it harmonious. But it is ver
y different to reserve these kinds of music’s beauty in Chinese. Otherwise, the trans
lator should notice some pronunciations which maybe because bad effect in others l
anguage. For example, the Toshiba company in Japan once used a advertisement w
ord “东芝(Toshiba), 东芝(Toshiba),大家的东芝(our Toshiba)” . This is advertisement l
yric. But some young people use partial tone to translate “ 偷去吧，偷去吧，大家的
东西”. It makes this advertisement in strict. And “Toshiba” becomes “goods”; the im
pression of “Toshiba” becomes weaker.
Example: (1) “Foiled again? Try Dill ions.” erotizes for the Dill ion bookstore. “Foyl
e” is the title of another bookstore. By adding a letter “d”, the advertiser makes it
sound the same as “foiled”. The whole sentence can be interpreted into “If you can
 not find your books in Foyle, please come to Dillions.”
(2) “天罗地网一把罩 油烟一网打” is a Chinese ad for the Sakura grease pump. It us
es two Chinese idioms: “天罗地网” and “一网打尽”. Here the word “网” implies the
meaning “滤油网”.(3) “梦想的力量让广州 ACCORD3.0V6 脱影而出.” is a car ad. The a
dvertiser uses the Chinese idiom “脱颖而出”, but changes “颖” to “影” so as to attr
act the readers attention.


2. Semantic Difference
Language is a part of culture, and also is the cultural carrier. It reflects national ch
aracters. It not only contains the background of history and culture, but also holds
some opinions about life, life-way, and thinking-way. And advertisement word is refl
ected by culture. The translator can’t only know surface meaning, but should unders
tand the extended meaning and rich cultural containing. People usually like to exten
d idiom, saying and famous pomes in the advertisement. It makes semantic. vacant
 and conflictive. It is difficult for the translator. Especially, if we don’t’ consider othe
r elements about language, culture, politics and custom. It isn’t fit for western cultu
re. (1) The translation isn’t fit for western culture. For example, the “Bailing” pen m
ade in Shanghai is “White Feather” in English. But it isn’t known by people who sp
eak English. Because in the idiom “to show the white feather”, (means flee on the
eve of a battle). “White Feather” symbols craven. (2) The translation has political m
etaphor. For example, the sacking shoes of “DaPeng”(大鹏) is translated “ROC”. “Da
Peng” is a spirit in Chinese myth; “roc” is also a big bird in English apotheosis. It i
s blameless. But it is similar to English abbreviation of “中华名族” by chance. It isn’
t of course done. (3) The translation isn’t elegance. For example, the word “cock” u
sually is figured body apparatus. If the word with “cock” in the advertisement, we i
mmediacy translate “cock”. It damages products’ figure. It gives person a kind of c
addish, illiterate impression. (4) Some Chinese spelling is English words by chance.
For example, “Puck”(扑克牌的汉语拼音) is the meaning of “sickness” in English.


                                         Example: (1) “Money doesn’t grow on trees.
But it blossoms at our branches.” is an advertisement for Lloyd Bank. Here the adv
ertiser employed the two meanings of “branch”: the branches of a tree and the bra
nches of a bank.
(2) “Less bread. No traffic jam.” less is an advertisement for London Transport. Fro
m the surface meaning, we may see it is about foodstuffs. But for further thinking
and using our encyclopedic knowledge, we may remember that “bread” is slang for
“money”, while “jam” can also mean “traffic jam”; so it can be decoded as “Less m
oney, no traffic jam”. That is to say, if you travel by London Transport, it will cost
less than traveling by car, and you will not suffer in traffic jams.
Above it is some common problems in the translation of advertisement. The translat
or should notice broad cultural connotation in the advertisement.


3. The Form of Character Differences
The character which is used in different counties, nations and regions is different. A
ccording to the investigation, “true” “dream” “love” “worry” and “beauty” is the best
 letters in Japan. Chinese more like “福” “寿” “喜” “乐” and so on. But the America
n author Irving Wallace selects the most beautiful English letters, these are: “chime”
 “golden” “lullaby” “melody” “murmuring” and so on. These characters are not only
graceful in implied meaning, but also beautiful in appearance. It makes person swee
t in psychology. Especially, the character which has the only integrated system, and
 strictest construction. So we can interpret without real understanding. It gives pers
on visual impact, and starts up inspiration.
Example:（1） “The Samsung Digital Experience”
We design our products to bring joy to your world. That’s why our phone includes
an MP3 player. And why our super-sharp monitors and high definition televisions glo
w with amazing color and clarity. It’s the way our YEPP MP3 player creates the per
fect soundtrack to your life. And its how our fun features and practical solutions wil
l make your day. Enjoy your Samsung Digital Experience. We made it just for you.
(2) “想象一下你未来的高品质新生活，身边一定离不了众多的新产品、新技术，令你的生
活更加舒适并充满乐趣。让你的梦想成真！三菱电机集团的领先技术正是你的得力助手，把
优质方便的产品送到你的身边，让你每一天悠然自在，享受无限。三菱电机集团先进技术始
终着眼未来
不同领域共同心愿 您的三菱电机”
Analyzing the two advertisements, we can see that the sentences in the English ad
are constructed by some conjunctions and pronouns; while there are no conjunction
s appearing in the Chinese advertisement.


4. Trope Differences
In order to make content visualize and make the main words bright, the trope is u
sed in advertisement. But it brings some difficulties to the translator because of the
 traditional trope differences between the East and the West. It contains compariso
n, symbolize and quibble, and so on. But the quibble is the most difficulties in tran
slation. The quibble contains symphonic and multimodal. For example, “黄河冰箱, 领
鲜一步” and “ask for More,-More(cigarette)”. It is difficult to satisfy both parties.
Example: (1) “For vigorous growth, plant your money with us. (Legal General).” Thi
s ad describes investment as planting, which makes it very vivid, appealing to the r
eaders’ association. In another way, we can say, “get big return; invest your money
 with legal & general”. But this expression loses the additional contextual effects, le
aving no room for imagination. Here the metaphor is a verb “plant”.
(2) 维护喉咙，看不见的口罩。（喉咙药品）
In this advertisement, the advertised medicine is compared to a gauze mask. It vivi
dly expresses the characteristic of the medicine and at the same time adds interest
 to the language. In this way, it arouses the consumers’ imagination and thus stren
gthens the identification of the advertised commodity. Influenced by different custo
ms, the image implied in a metaphor may be difficult to be accepted by the reader
s in different countries. For example, in English there is an idiom, “to set a fox to
keep one’s geese.” In Chinese, we don’t say “用狐狸看守鹅群”; we say “引狼入室”.
Most of these examples are seen in idioms; and in advertisement, especially in Engli
sh advertisement, advertisers seldom use them.
Above the differences bring many difficulties to the translators in the advertisement.
 So the Chinese translators undertake the important tasks. We must have the grace
ful advertisement in order to make the Chinese products into world’s market.


III．Other Factors Influencing Advertisement Translation


Advertisement translation can be regarded as a commercial activity. Its characteristic
s must be different from common translation (literary translation), but close to the
qualities of advertising creation, and it is also restricted by all the factors that influe
nce advertisement creation.


                         5                           A. Marketing Strategy
Marketing strategy includes marketing target (whom are the products sold to); mark
eting tactics (how to sell) and marketing goal (how many to be sold). Advertisemen
t is a part of marketing tactics. The final aim of marketing is to put consumers into
 action of purchasing, but there may be different marketing tactics in different phas
es of a company’s operation.
A company’s marketing goal may be (1) to create image for the enterprise; (2) to
establish brand name for a new product; (3) to promote a traditional product; or (4)
 to scramble for market shares. If its chosen aim is to create image for the compa
ny, the publicity should stress on the name of the company. If it is to promote goo
ds, the publicity should emphasize on what the consumers most concerned such as
the function and price of products, after sales services.
In international marketing activities, every company must have its own marketing st
rategy. As a part of international marketing, advertisement translation should be in l
ine with a company’s marketing strategy.


B. Laws and Regulations
When translating advertisement into another country, laws and regulations in that c
ountry must be considered. In China, the advertisement laws have been promulgate
d in 1994, and later on some advertisement regulations were issued. The comparati
ve advertisement is banned in China, while in America, they are allowed. In additio
n, some states in America may have their own laws which sometimes are different
from the national law. Some countries have very restrictive trade mark laws. When
translating trademark, we must be very careful not to conflict with the registered tr
ademark in that country. For example, if“默林” was translated into America as “Meili
n”, it would conflict with the registered “Meilin” trademark in America.
C. Cultural Barriers
The audience of advertisement is consumer. When translating an advertisement into
 another language, the translator must study the consumer behavior in that country.
 Many factors influence consumer behavior, including cultural background, political vi
ews, religious belief, individual preference, age, sex, income, consumption habit and
 so on. Cultural factors include culture, politics, religion, habit, etc. Cultural barriers
refer to the cultural factors which have negative impact on the effect of advertisem
ent publicity. For example, the English word “dragon” is often associated with fire a
nd portrayed as breathing fire, or else as a creature of that primeval chaos which
was to be destroyed only through disciplined marshaling of mental and physical pro
wess; but its corresponding word “龙” in Chinese is usually understood as a symbol
 of happiness, capable of producing the potion of immortality (Biedermann, 1989). I
f “金龙牌” was translated as “Golden Dragon”, it would have negative effect among
 western community.
One typical example is about the promotion of the “OPIUM” brand fragrance in Chin
a. The advertiser’s intention is to appeal consumers through the attraction of opium.
 But he doesn’t know that opium is what Chinese people hate. It associates with in
vasion and the national humiliation in Chinese historical culture. As a result, the fra
grance was violently resisted by Chinese people after it appeared in Chinese market.
 And later on it was banned from being sold in China for violating Chinese tradema
rk law. Another similar example is about Chinese “芳芳” cosmetics. It was translated
 into English as “Fang Fang”, meaning snake’s poison tooth. Who dares to buy suc
h frightening cosmetics?
There are also other factors influencing the translation of advertisement such as diff
erent thinking patterns, aesthetic view etc. When doing translation of advertisement,
 translators should take these factors into consideration and try to cater for custom
ers’ material and spiritual need.
And few people in other countries only know a little about Chinese nation extensive
 and profound culture. So the Chinese translators undertake the important tasks tha
t introduce Chinese goods and culture to the world. We must have graceful advertis
ement translation in order to make the Chinese products into world’s market. The tr
anslator is in a position to apply advertisement languages. So I apply for some new
 translational strategies for the Chinese translators.


IV．The strategies
A. The Character of Product Advertisement.
The translator should understand character about translated advertisement and prod
ucts. First, it is character, including products’ quality, producing area, act and capabi
lity. Second, it is grade, including technical standard, cultural sentiment, price and c
redit of products.


B. The Cultural Tradition.
For example, English don’t like elephant, but like panda; Italian and Spanish both li
ke rose, but abstain form chrysanthemum; Japanese abstain form lotus and fox, but
 like cherry blossom, tortoise and duck; Russia think that the yellow rosebush mean
s “break off” or “unlucky”; French and Belgian both think that walnut, peacock and
chrysanthemum are “unlucky goods”; some countries in the North Africa abstain for
m the designs with dogs; the country which embraces Islamism abstain form using
the designs with pigs and dogs as lacer. In addition, the advertisement words abou
t colors can’t ignore: Belgian abstain form blue, they think blue is unlucky; Turk for
bid using flaring goods to arrange house; Japanese abstain form green, but India li
ke green. Kinds of taboos scarce. It is a kind of peculiar knowledge in the folkway.
 The translator should study more knowledge about the taboo, do their best to pro
motion the products C. Innovation.
Advertisement language itself is full of rich imagine and enormous creation. Its excl
usive aim is to promotion. But because of the differences about society culture, lan
guage and nation psychology, it’s very difficult to translate the advertisement langua
ge of one country into the advertisement language of the other country. Because of
 the new tendency of international advertisement, we should pay attention to conne
ct local culture, and keep the spirit of local culture. Because the culture is nothing
but national culture, it is the world culture.


D. The Standard Language.


1. Normative Pronunciation and Font.
Using the standard Chinese characters and common Chinese has great signification t
o build the domestic market, extend the exchanging of commodities, economic conn
ection and expand the overseas business. If the translator had used uninformative
words, it can affect the value of advertisement, thereby affect economic effectivenes
s.


2. Using Idiom Circumspectly.
It has enormous limitation to use idiom to translate advertisement. So we don’t abu
se idiom in the advertisement translation.
So the translator is in a position to apply advertisement languages. The translator s
hould possess universal knowledge including language, the culture of society, folkwa
y, aesthetics, psychics, economics and advertisement’s principle.
With the integration of China’s economy into the world market, advertisement which
 is a fundamental marketing tool plays an important role in China’s economy, and it
 contributes much to China’s sales of products and services in the world market.
Conclusion


Advertisement is not only an economic activity, but also a cultural communication. T
he translator should possess universal knowledge including language, the culture of
society, folkway, aesthetics, psychics, economics and advertisement’s principle. The t
ranslation is restricted by the product's marketing strategies, the market conditions,
laws and regulations, and cultural barriers. This article discusses advertisement trans
lation from the three aspects. It makes a detailed comparison about advertisement;
discusses the differences of advertisement culture and language; discusses other fac
tors influencing advertisement transition; gives some methods of advertisement trans
lation.
As an aspect of advertisement language study, the principles and approaches are in
deed workable. I make analysis of many examples. The ways and advice of advertis
ement translation in this article is hoped to be helpful.



Acknowledgements


I would first express my sincere appreciation to my tutor—Mr. Peng Xinyue, who ki
ndly spent his precious time in reading and revising each draft of the thesis. Witho
ut his constructive suggestions, patient guidance and kind encouragement, the comp
letion of the thesis would not have been possible.
I would also show my gratitude to Mr.Deng Xingyi, Mr.YuanBin, Mr WangHuan, Mr.
MaDong, who gave me suggestion and help in the course of this thesis writing. My
 thanks go to all the teachers who have taught me in my graduate study.
At the same time, I would like to take the chance to thank my father and mother.
 When I feel tired in writing the thesis, they always encouraging me, they give me
 great confidence.
Finally, let me thank all my friends, classmates, who have either lectured to me, or
 encouraged me, or supported me during my four years' study and enjoy my pleas
ure and share my difficulty in those past days.




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