Literal_Translation_and_Free_Translation_in_Advertisement

Abstract Literal translation and free translation in advertisement Advertisements have been showing their charm to us and we nearly cannot deny them, because they are not only possessed of considerable commercial value, but also much language study value. Advertisement is an art; however, the translation is learning. It is just as the producers’ purpose, which attracts the attention of the customers and lead them interested in the products, and then leaves a perfect and deep impression on them, at last arouses the their desire for the purchase and practical action. Therefore, the translation is very important, difficult, and with great responsibility. The interpretation needs to be accurate and effective. In order to achieve ideal results of the translation, it is necessary to analyze the literal translation and free translation in advertisement translation. This article is focused on discussing the two translation strategies, and compares their advantages and disadvantages. And we may use some vivid illustrations to introduce how to use these two translation strategies under various circumstances. Keywords: advertisement translation； literal translation；free translation,；advantages； disadvantages 摘要 广告中的直译和意译 广告带来的魅力我们几乎都不能否定，因为它们不仅仅有很大的商业价值，它们还具有语言学习的价值。广告是一门艺术，然而广告翻译却是一门学问。就如生产者的意图一样，广告翻译的好的可以吸引消费者，使之对产品产生兴趣，并且给他们留下良好印象。游客才会采取实际行动进行购买。因此，翻译非常关键，它有着艰巨性,承担着巨大的责任性。翻译需要准确，生动形象。为了能够使翻译达到一个理想的结果，有必要分析一下广告翻译中经常用到的直译和意译两种翻译策略。本文将重点对这两种翻译方法进行讨论，对比两者的优缺点，并且用些生动形象的例子解释两种翻译策略在各种不同情况下的运用。 关键词： 广告翻译； 直译； 意译；优点；缺点 Content 目录 1 Significance of the study 5 2 Meaning and literal translation, free translation and advertisement 5 2.1 Literal translation 5 2.2 Free translation 6 2.3 Advertisement: 6 3. Literal translation and free translation in advertisement 7 3.1 Literal translation in advertisement 7 3.2 Free translation in advertisement 8 4. A comparison between the two strategies in advertisement: literal translation and free translation 9 4.1 Functions and features of the two strategies 9 4.2 The advantages of the two strategies 9 4.2.1 The advantges in literal translation 9 4.2.2 The advantages in free translation 11 4.3 The disadvantages of the two strategies 12 4.3.1 The disadvantages of literal translation in advertisement 12 4.3.2 The disadvantages of free translation in advertisement 13 4.4 Combination of two translation strategies in advertisement 13 5 Conclusion 14 1 Significance of the study Currently, our economy is highly developed. And with the influence of globalization, advertisement as an information carrier can be seen almost everywhere. It has come to penetrate every aspect of modern social life. It is an important source of information and an indispensible part of everyday life. As an approach of stimulating production marketing, advertisement plays an important role both in introducing foreign commodities to domestic consumers and introducing to overseas consumers the sale of Chinese products. Advertising language is full of imagination and creativity, at the same time, with the characteristics of propagandistic and novel. Literal translation or free translation，it is really hard to choose . Some people say that advertisement should use literal translations while others maintain that most translations are free ones. On the basis of this issue, the article firstly introduces the definitions of translation, free translation and advertisement. After that, the article makes a comparison between the two methods; and analyzes the advantages and disadvantages of literal translation and free translation in advertisement translation. At the same time, it shows the satisfying effects of the combination of literal translation and free translation. In other words, the study is likely to improve our advertising translation skill, which will benefit us in terms of product promotion, product consumption, culture exchange, etc. 2 Meaning of literal translation, free translation and advertisement 2.1 Literal translation Literal translation is designed to translate the original adequately. Keeping the original forms, include construction of sentences and meaning of the original words as well as metaphor of the original and so on. It can not only reproduce the meaning and frame of language, but also keep its vivid image figure of speech and novel and unique expressive ways so that readers can comprehend the origin’s literal grace. Anyway, it must help to achieve a faithful and smooth translation. This is easy to be comprehended for the target language readers. Lu Xun once defined literal translation as the kind of translation which is faithful not only to the content but also to the form of the original, he said that a translation like literal translation should firstly be readily intelligible, and secondly convey the spirit and manner of the original.(Xu Yuanchong: 2006) 2.2 Free translation Free translation refers to, according to the meaning of the original, without paying too much attention to the details, and translation would also be fluent and natural. It needs not be focused on the form of the original, including construction of the original sentences, meaning of the original works, and metaphor of the original and so on. But free translation does not mean to delete or add content to the original and translators must consider the original carefully, know its stress, translate it naturally, and express the meaning of the original. Free translation is a skill, by which translators have to know different kinds of cultures of both source language and target language, and must have extensive knowledge. 2.3 Advertisement: Advertising is the nonperson communication of information usually paid for and usually persuasive in nature about products, services or ideas by indentified sponsors through the various media. (Liu Minxin: 2007) It is an economic phenomenon, which involves in communication process, marketing process, information and persuasion process, aiming at calling the public attention to things for sale or rent by media of newspapers, handbills, radios, televisions, etc. All of forms of ads bear the same purpose in essence, that is, to persuade people to buy the advertised products or services. The advertisements play an important role in accelerating economic growth. With the commodities flowing at high speed and man international companies being founded bilingual or even multi-lingual advertising versions are frequently needed. 3. Literal translation and free translation in advertisement In order to find more secrets about English advertisements, we should take translation strategy into consideration. The following two basic and important strategies are frequently used. 3.1 Literal translation in advertisement Literal translation is the basic translation procedure, both in communicative and semantic translating, in that translation starts from there. However, above the word level, literal translation becomes increasingly difficult. When there is any kind of translation problem, literal translation is out of the question. Here in advertising translation, literal translation can retain both the content and the form of the source advert in the translated version, then convey the meaning and spirit of the original to enhance the effect of publicizing. Literal translation is used widely in advertisement translation. The following are some examples of literal translation in brand advertisement. For example: 1 I love it (McDonald’s) 我就喜欢。 2 Obey your thirst. (Sprite) 服从你的渴望。 3 Let’s make things better. (Philips) 让我们做得更好 4 The Relentless Pursuit of Perfection. (Lexus-automobile) 追求完美，近乎苛求。 5 where there is a will, there is a way; where there is a way, there is Toyota. 车到山前必有路， 有路就有丰田车 These are some select advertisements we may look and hear frequently. Though it is simple in its translation, it is easy for us to remember and it may lead us to buy these kinds of brands. 3.2 Free translation in advertisement Free translation reproduces the matter without the manner, or the content without the form of the original. Usually it is a paraphrase much longer than the original. This method is very flexibly employed in cases where the literal approach is not suitable. In advertising translation, the free translation approach, which is not so frequently employed as the literal translation approach, can communicate the information of products clearly and vividly. It takes advantage of the target language and makes the translated advert more idiomatic and acceptable, thus leaving a strong impression on target language consumers or arousing their response. 1. Ask for more! 渴望无限 (Pepsi-cola) 2. Whatever makes you happy' (Credit Suisse) 为您设想周全，让您称心如意。 3. UPS, On time, every time。UPS———准时的典范(UPS Express) 4. The color of success! (Minolta-copier machine) 让你的业务充满色彩。 5. Good to the Last Drop 滴滴香浓回味无穷 6. Connecting people (Nokia) 科技以人为本 7. It is all within your reach (AT&T) 联络世界，触及未来 As can be seen clearly, the above English advertising headlines or slogans are all translated by means of the free translation approach. To a certain extent, free translation although lost the original structure, some of the meaning of the keywords have some difference with former one, but when we think deeply we may find the essence of the meaning still in the translation. There are not many tourism advertisements used free translation, but we will still need to have an experience of free translation in it. The next demonstration of 8. 住在杭州，游在杭州，学在杭州，创业在杭州 (Sun Jia: 2009) Hangzhou – the paradise for living, for sight-seeing, for receiving education, and for conduction business “Paradise” is used as a free translation method, and the description leads people to image how beautiful the city is, so as to stimulate the tourists to visit there. And if use literal translation, it will be “reside in Hangzhou. Travel in Hangzhou. Learn in Hangzhou. Make business in Hangzhou”. And it is not as aesthetic as the free translation method to attract people’s attention. 4. A comparison between the two strategies in advertisement: literal translation and free translation 4.1 Differences between the two strategies Literal translation is to translatethe source text literally into Chinese and keeps the same sentence structure and word orders as the original. It is not word-word translation. Literal translation is often used in the texts of advertisings. If a translated advertising of a foreign product wants to draw Chinese consumers’ attention and boost the product’s image, it should be translated flexibly according to Chinese linguistic habit. Because sometimes it may be infeasible to translate English idioms directly, in some cases, literal translation cannot re-express the implied meanings of the original and therefore fails to achieve the advertising’s purposes. Literal translation and free translation have some differences. First, about language form, literal translation maintains the original’s expression form while free translation gives up the original’s form. Second, about the relation between original words and translation words, literal translation makes the original words as a core while free translation makes the translation words as a core. 4.2 The advantages of the two strategies 4.2.1 The literal advantages of the advertisement Literal translation has several advantages. For example, it can convey the meanings of the original; it can keep the expression form of the original, and it also makes the original words and the original author as a core. Literal translation expresses the original’s ideological content and artistic style. It maintains the original’s grammatical structure and basic sentence. The most important thing is that it can maintain the figure of speech, such as metaphor antithesis, parallelism, etc. Thus, literal translation shares some similarities with the arm of achieving a more vivid form of expression. And these advantages are also reflected in advertising. The following are some examples: 1. Winning the hearts of the world 赢得天下心。（法国航空公司Air France） It involves the use of personification and metonymy. From the word “Winning”, we get to see that Air France is compared to a person. The word “hearts” is used as a case of metonymy. It stands for human feelings. Considering the version, we can know that it is also a good example of literal translation. 2. No problem too large. No business too small (IBM) 没有解决不了的大问题，没有不做的小生意。(Jin Huikang: 2004) Though the translation may not like to read the original text, it is to emphasize the powerful strength and the modest spirit of IBM and also reflect its business ethic of thinking about what the customers think. It is considerate. 3. Challenge the limits. (Samsung) 挑战极限。(Li Kexing:2004) The example is likewise a case of personification. Here, the advertised product SAMSUNG is personage to challenge the limits. This advertising slogan is likewise rendered into a forceful slogan by means of the literal strategy. The translated sentence is as powerful and persuasive and impressive as the original. 4. Hand in hand, future in your hand 伴你同行，齐握未来。（太平人寿） It includes two rhetorical devices: repetition and rhyme. Its translation made us feel the Life Insurance Company is dependable and have our anticipation when we hand in hand. 5. 中国河南——功夫的摇篮（河南旅游广告） Henan in China - the cradle of Chinese martial arts. (Tan Weiguo: 2003) The advertisement is a judgment metaphor. The judgment word "yes" between two sentences are replaced by the same basic structure of Chinese word order to translate one-to-one, is typical of to the literal translation, it is impressive. 4.2.2 The advantages of free translation The strategy of free translation is free, flexible. During the translating process is usually considered the different culture of target readers because it may lead to some different understandings when they read the advertisement. So it is not concerned with original form of advertisement. And the translation from customers’ perspective is very readable. 1. Wings. (Motorola) 摩托罗拉，飞跃无限。(Zhang Gang: 2006) In this advertising, the original uses just one word which is concise and imaginative, to establish the Motorola’s image. If we translate this word literally, Chinese readers cannot understand the significance of the original. 2. Everything is extraordinary. Everything tempts. (Cartier) 件件超凡脱俗，样样新颖诱人。[8] The original is an ornament advertisement; two sentences almost have the same meaning. The word “everything” is to be emphasized, If use literary translation, it would be : “一切都很出名，一切都很诱人”. Thus it will appear two“一切” in the translation, which do not conform the Chinese expression. So the free translation is more graceful, and they are the exact words to express the jewelry and fine quality. 3. We’re not in the computer business. We’re in the results business. (IBM) 唯我电脑，成效更高。 (Zen Hui: 1994) We tried to use literal translation to translate the following the translation ：我们不在经营电脑，我们是在经营成效。This made people confused, why the store does not sell computers, but "effect". And what is "effect"' How do we measure it' So the translation has lost the advertisement’s commercial value. The original role was to highlight the computer has good quality and effectiveness, thus we may translate it through free translation above, which can also remain the original style. 4. Apple Thinks Different 苹果电脑，不同凡“想” The source text employs personification to emphasize the special functions of Apple Computers, creating a powerful and helpful human image. In the Chinese version, the personified expression is replaced by a parody translation. The cream of the translated version lies in the use of 不同凡“想”， a parodied expression from 不同凡响。Though replacement has been made, the commercial effect is strengthened. 5. For the man who has his own rules. (Whiskey) 献给具有独特品位的男士 “Has his own rules” means “has one’s own way of life”. Chinese does not have a match for it. Translators can only explain this idiom by “具有独特品味”（which means “having” outstanding insights”） 4.3 The disadvantages of the two strategies 4.3.1 The disadvantages of literal translation in advertisement When there are strong distinctive national features and cultural characteristics, literal translation is not true to the original, or can not be accepted by the reader. Now and then, we can create misunderstandings and make great jokes. In this case, the translator has to give up or alter the form and figure of speech of the original, and choose adequate sentence structure to express the meanings and the spirits of the original. Failure sometimes comes with classic cases. Due to the differences in culture, ways of thinking, and rhetoric, failing cases are inevitable. Because translation has played a key role in Chinese products’ entering into the world market, and in view of these unsuccessful cases, we can also conclude such general problems caused in brand names translation as literality, cliché, Chinese English, pinyin translation and inconsistence of translation. When we know about the common mistakes, translators may translate smoothly and correctly in both English-Chinese and Chinese-English brand names translation. For instance: 小白羊连锁超市 — White Goatling Supermarket 东风 — East Wind 藿香正气口服液 — Huo Xiang Zheng Qi Oral Liquid (He Jiangbo:2010) There is a large-scale supermarket named “ 小白羊连锁超市” in Beijing. The source name shows us a purple environment, and goods there, but we cannot say that the English version is a successful one. Because of translators’ lack of cultural consciousness, finally comes such a strange name White Goatling Supermarket. “Goat” has unpleasant meanings in English, which means “a lecherous man”, and “scapegoat”. Another example “ 东风” is a famous brand in China. If we translate literally, we will get “East Wind”, which has an opposite meaning in English. In England, East wind comes from the North and brings coldness. 4.3.2 The disadvantages of free translation in advertisement Free translation also has its disadvantages. In the process of translation, at times, free translation may make the translation devious and troublesome. Pepsi-cola hits the spot. Twelve full ounces, that’s a lot. Twice as much for a nickel, too. Pepsi-cola is the drink for you. 百事可乐味道好，足足12盎量不少，五元钞票买24盎，百事可乐供您享 (Tan Weiguo: 2003) The free translation is not reaching the intension of the producers, it makes the advertisement difficult to read and remember. 4.4 Combinations of two translation strategies in advertisement. Many advertisements have used both of the two translations, especially in some brand names. Such as: Fresh up with Seven-Up 君饮七喜，提神提脑。 In this piece of advertisement, it not only has a clever repetition of the word “up” in the source advert for Seven-Up drink makes it rhythmical and forceful, but also the brand name has a successful translation. In the brand name translation, the former Seven translate directly to “七”, and the latter translate to “喜”. This is a clear evidence of combination of two translations. The perfect translation has suit with Chinese people’s mind: “喜” in China means happy, when people drink the beverage they think they will be happy. So the product is so popular in China. American has many famous films in China, not only just because the excellent film content, but also it has a successful translation in its name. It is just like the advertisement. The follow is a perfect combination of literal translation and free translation The American film-Ghost describes the moving story of a pair of lovers. If we translate the single word “鬼” according to literal translation. Thus, the reader may felt horrible and gruesome. Instead of that we translate it into 《人鬼情未了》, the word “鬼”is according with the word “ghost”. This is literal translation. “人” and “情未了” conform to the plot. This is free translation. Such combination of literal translation and free translation can be called “excellent translation” (Fan Zhongying: 1994) 5 Conclusion English advertisements are like a kind of art, which attract and charm us. The purpose of them is to express more information and attract larger number of consumers with limited time and refining form. However, if we cannot understand the essence of advertisements, we will find we are still at a loss. Therefore, it is of great importance to follow the translation strategy of English advertisements. As the common readers, we have to learn English well, and compare different cultures on various occasions. Likewise, if we want to feel the mystery of English advertisements, we must take more factors into consideration. Otherwise, we will become the laughingstock. English advertisements have their own language features and we have to translate in our special and approachable way. If we want to get more familial with them, and we have to work on three aspects, that is, word, syntax and rhetoric, which make English advertisements more attractive and shining. Take such aspects into consideration, we must translate them accordingly. Here we have two. In fact, whatever the strategy is, we should mainly grasp three points: First, from the aspect of word, we can find that it is very brief for advertisers to choose vocabulary, so when we translate English advertisements, we can use easier and more approachable words to attract consumer’s attention. Second, we can feel that sentence structure in advertisements is not so complex that we can use easy but charming sentences to capture reader’s heart. Finally, English advertisements are diverse in every aspect. Therefore, we can consider adopting free translation, which can increase the inner beauty of English advertisements. As for the former two points, literal translation can be used to strengthen the value of art. Once they are combined together, an invisible power will be produced and there will be a perfect mix between goods producers and consumers. Above all, we should be aware that English advertisements make our life and society colorful and meaningful. Through them, we can find some visible aspects; meanwhile we have to be careful about the invisible trap. Acknowledgements In view of many factors, this thesis can be completed with equality. I have searched for the relevant data for some days, and the teacher，Mr. Yao. He has given me unlimited help, who helped me to check, correct and finally persuaded me into finishing a perfect essay. I have been infected by his spirit in this aspect, so I have a strong desire to improve the ability to write a complete thesis. For those who have given me hope, I want to express my sincere appreciation to them. Mr. Yao is the first teacher I want to thank, because he not only gives me many suggestions about writing, but most importantly, he lets me give birth to a burning ambition, that is, to be a good learner. Without him, I cannot pick up my lost confidence; without him, I cannot make progress in my research; without him, I cannot complete such an essay. Then, I want to thank other teachers who also bring me aspiration in my life and study, especially in writing this thesis. Certainly, my good friends and classmates are also nice helpers. Finally, I must show my gratitude to my relatives, especially my parents and my sister, who aroused my great interest and strengthened my determination in my career of research. 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