黄江云

【Abstract】Nowadays， with the development of the worlds globalization and commercialization， more and more foreign commodities are pouring into China， also， more and more Chinese products commodities are pouring into foreign countries. Advertising has been influencing us pervasively in our daily life. It is not only the means of commodity marketing， but also the transmitter of culture. To the sellers， an effective advertising involves not only what to say but also how to say. While to the translators， what they concern most is how to convey the information appropriately and effectively. Therefore， it is necessary to study English advertising texts （EAT） and their translation strategies. This essay focuses on the translation theories of Peter New Mark， especially the functions of language and the two major translation methods---semantic translation （ST） and communicative translation （CT）， with the hope of finding more effective translation strategy for different types of English advertising to make the TL advertisements as effective as SL advertisement. Through the study on New Marks translation theories and the features of different types of English advertising， this paper draws a conclusion that we should adopt flexible translation methods to translate different advertisement， there is no all-purpose method.

【Key Words】Peter Newmark Translation Theories ST CT English Advertising Texts Translation Strategies.

【摘要】隨着世界全球化和商业化的发展，广告已经普遍存在于人们的生活之中，并影响着人们。广告不仅是一种商品推销的手段，也是一种文化传递的交流手段。因此，对于商家来说一则有效的广告不仅要考虑说什么，还要考虑如何说，而对于译者来说，主要考虑的是该如何有效的传达广告所传递的信息，达到预期的目的。因此，研究英文广告文本及其翻译策略显得尤为必要。本文旨在通过对纽马克翻译理论的研究，尤其是他基于语言的不同功能所提出的翻译理论及两大核心翻译方法—语义翻译和交际翻译，来探析不同类型广告英语的翻译策略，力求通过利用这些翻译策略使原语广告与译语广告产生同样的效果。通过对纽马克翻译理论的研究以及对不同类型英文广告的分析，本文最后得出结论：在广告英语的翻译过程中没有所谓的万能或通用翻译法，应根据不同类型的广告灵活选择适当的翻译法。

【关键词】皮特纽马克 翻译理论 语义翻译 交际翻译 广告英语 翻译策略

Introduction

Nowadays， wherever we go in a big city， we are “greeted” by all kinds of advertisements： we listen to them on radio； we see them on TV， films， signs， painted bulletins， etc. Advertising performs more varied roles in society and impacts us greatly on our daily life. It has an important role in informing and influencing consumers. It stimulates wants， and shows how these wants can be satisfied. Partly because of the influence of advertising， people have learned to want even better products and services. Advertising is one of the most important techniques of modern business enterprise. In a competitive market， a companys decisions about advertising affect its product development， packaging， pricing， distribution， and retailing. Therefore， each manufacturer attempts to improve his products and to introduce new products to gain a sales advantage. However， no matter what promoting strategies advertising takes， language is the main carrier of message all along. Namely， it is of crucial importance. So， how to convey the information of EAT appropriately and effectively is what translators should concern most.endprint

1.Peter New Marks Translation Theories.

1.1 Language Functions and Text-types

Newmark believed that the process of translating is the process of text translation， any study on translating should be based on the analysis of text. After a thorough study， he put forward a set of his own texts functions and text types which were based on Buhlers functional theory of language and Jakobsons theory of language. He classified all the texts into six types as follow：

1.1.1 The Expressive Function

According to Newmark， the core of the expressive function is the mind of the speaker， the writer， the originator of the utterance. They use the utterance to express their feelings irrespective of any response. For the purposes of translation， New Mark thought the characteristic ‘expressive text-types are： serious imaginative literature （lyrical poetry， short stories， novels， plays）， authoritative statements （political speeches， documents etc.） and autobiography， essays， personal correspondence.

1.1.2 The Informative Function

According to Newmark， the core of the informative function of language is external situation， the facts of a topic， reality outside language， including reported ideas or theories. For the purposes of translation， New Mark thought the typical ‘informative texts are concerned with any topic of knowledge， such as textbook， technical report， newspaper or magazine article， academic paper， memo， or conference record.

1.1.3 The Vocative Function

According to Newmark， the core of the vocative function of language is the readership， the addressee. Nowadays， vocative texts are more often addressed to a readership than a reader. For the purposes of translation， New Mark took notices， instructions， publicity， propaganda， persuasive writing （requests， cases， theses） and possibly popular fiction， whose purpose is to sell the book to the reader or entertain the reader， as the typical ‘vocative text.

1.1.4 The Aesthetic Function

Aesthetic function of language is to please the senses， firstly through its actual or imagined sound， and secondly through its metaphors. The rhythm， balance and contrasts of sentences， clauses and words also play their part.

1.1.5 The Phatic Function

The phatic function of language is used for maintaining friendly contact with the addressee rather than for imparting foreign information. The translation of texts of phatic function should be rendered by standard of equivalents.endprint