文化差异对广告翻译的影响中英对译论文.docVIP

Chapter Three Advertisement 3.1 Introduction The advertisement plays an increasingly important role in our life.This chapter introduces the definitions,the features and the functions of the advertisement. 这些研究对本论文的帮助巨大，通过分析前人的研究，我们对广告语的翻译有了一个大致的了解，相信在前人的指引下本论文会得出更好的结论. These studies help of this great paper, through the analysis of previous studies, our slogan translations have a general understanding, I believe that under the guidance of the predecessors of this thesis will come to a better conclusion. 3.2 Advertisement 3.2.1 Definitions of Advertisement The word advertisement originated from the Latin word‘advertere’which means a tool used to attract the attention of the public on something and induce them to act in some way．The various definitions are as follow： The American Marketing Association(AMA)defines advertisement as“the nonpersonal communication of information usually paid for and usually persuasive in nature about products，services or ideas by identified sponsors through the various media． In Collins Cobuild Students Dictionary(2005)，“advertisement”is defined as“an announcement in a newspaper,n television,r on a poster that tells people about a product，event，or job vacancy．’’ Advertisement is defined in Cihai(辞海)as“a form used to publicize the information of the goods，services，enterprises and the like，through media，normally referring to commercial advertising．In broad sense，those which communicate social personnel，entertainment，ideas fall into the category of advertising．(过媒体向公众介绍商品，劳务和企业信息等的一种宣传方式。从广义来说，凡是向公众传播社会人事动态，人文娱乐，宣传观念的都属于广告范畴。)(WangJunyuan，2005：2209) From the definitions quoted above，we can conclude that advertisement is a kind of communication，in which advertiser Can pass information，ideas or feelings to consumers．And the purpose is to persuade consumers to buy that product in preference to another．According to Cai Jiaqing，“it’S fundamental goal is promotion，transmitting relevant message of goods by means of mass media，the em