【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】隨著世界全球化和商業(yè)化的發(fā)展，廣告已經(jīng)普遍存在于人們的生活之中，并影響著人們。廣告不僅是一種商品推銷的手段，也是一種文化傳遞的交流手段。因此，對(duì)于商家來說一則有效的廣告不僅要考慮說什么，還要考慮如何說，而對(duì)于譯者來說，主要考慮的是該如何有效的傳達(dá)廣告所傳遞的信息，達(dá)到預(yù)期的目的。因此，研究英文廣告文本及其翻譯策略顯得尤為必要。本文旨在通過對(duì)紐馬克翻譯理論的研究，尤其是他基于語(yǔ)言的不同功能所提出的翻譯理論及兩大核心翻譯方法—語(yǔ)義翻譯和交際翻譯，來探析不同類型廣告英語(yǔ)的翻譯策略，力求通過利用這些翻譯策略使原語(yǔ)廣告與譯語(yǔ)廣告產(chǎn)生同樣的效果。通過對(duì)紐馬克翻譯理論的研究以及對(duì)不同類型英文廣告的分析，本文最后得出結(jié)論：在廣告英語(yǔ)的翻譯過程中沒有所謂的萬能或通用翻譯法，應(yīng)根據(jù)不同類型的廣告靈活選擇適當(dāng)?shù)姆g法。

【關(guān)鍵詞】皮特紐馬克 翻譯理論 語(yǔ)義翻譯 交際翻譯 廣告英語(yǔ) 翻譯策略

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

1.1.6 The Metalingual Function

The metalingual function of language indicates a languages ability to explain， name， and

1.2 Semantic Translation and Communicative Translation

Based on the previous studies on language functions， Peter Newmark put forward Semantic translation （ST） and communicative translation （CT）.

ST and CT are the cores of Newmark translation theory， and they have influenced the translation studies greatly. According to Peter Newmark， semantic translation attempts to render， as closely as the semantic and syntactic structure of the second language allows， the exact contextual meaning of the original， while the communicative translation attempts to produce on its readers an effect as close as possible to that obtained on the readers of the original. （Newmark， 2001：39）

According to Newmark， the two translation methods are obviously different from each other. CT puts great emphasis on the “force” of the message， while ST puts great emphasis on “the content of the message”. CT seems to be simpler， clearer， more direct， more conventional and more effective. ST seems to be more detailed， more complex， and more informative. CT is mainly concerned about the reader， while ST is mainly concerned about the writer.

Despite the difference between CT and ST， the two translation methods are based on the common ground. According to Peter Newmark （2001：40）， the two translation methods “may well coincide， in particular， where the text conveys a general rather than a culturally （temporally and spatially） bound message and where the matter is as important as the manner”. Both translation methods comply with usually accepted syntactic equivalents for two languages， which means a translation may be more or less communicative， or more or less semantic.

2. Features of English Advertisements：

Advertising is essentially persuasive communication. Therefore， the goals set for advertising are communications tasks： to reach a defined audience， to a given extent and during a given time period. The main objectives of advertising are to induce immediate action （buying， etc.）， to produce awareness and knowledge about the product or service， and to create liking and preference for it by displaying its merits. So， advertisement is different from other visual representations， like paintings， people do not devote much time and attention on advertisements. Advertising language is a style of immediate impact and rapid persuasion； the aim of advertising decides what features advertising language has. In order to attract， impress， convince and move the audience， the copywriter combines various language techniques to make the advertisement attractive， impressive， convincing and easily comprehensible. Accordingly， the advertising language is mainly persuasive （as in consumer advertising） or informative （as in business adverting）. Therefore， the language of advertising is especially colorful and displays its special features at different language levels. Advertisements need to say what needs to be said， in as few words as possible， and advertisements operate with these limitations and do what they need to in order to achieve the aim. And these limitations decide the unique features of advertising language， simple language and immense attraction， which separate it from other kind of language.endprint

3. Types of English Advertisements

To make a successful advertisement and its translation， one should at first think about what kind of target audience you will please or what kind of product you will sell， then， try to find a proper position for the product to be advertised. The process of finding proper position for the product to be advertised is classification. The classification of advertising is varied， but here I classify them into four groups in terms of target audience， function， and product. They are Consumer Advertisement， Business Advertisement， Service Advertisement， and Public Interest Advertisement.

3.1 Consumer Advertising

Looking through the advertisements in all kinds of media， we may find that most of the advertisements are consumer advertisements. Usually， they are directed at the ultimate consumer of the product or the purchaser who will buy the product for someone else to use or eat. For example， an advertisement for Coca-Cola may be directed at the both purchaser and consumer. No matter for whom you buy the drink， it is a personal consuming activity.

Most of the consumer advertisements are product advertisement， which includes food， drink， medicine， tobacco， wine， clothing， cosmetics， jewelry， decorations， household appliance， furniture advertisements， and other products that are purchased by people.

Product advertisement is a presentation of the flexible use of persuasive function of advertising. Its essentially direct aim is to catch the target audiences attention and arouse interest by impressing the target audience， then urge target audience to take action.

Product advertisements are different from the exquisite poems. The latter one can be appreciated again and again， while the former one must present the images and features of products， illustrate reasons， stimulate emotions， and reach an agreement with the target audience in a limited space. To achieve its aims， product advertisements should have a certain value of information as well as the effect of moving， which contribute to the success of product advertisements.

3.2 Business Advertising

Unlike consumer advertisements， business advertisements are seldom seen in the mass media. They are mainly concentrated in the business publications or a professional journal. Unless you are actively involved in business， you are unlikely to see it. It is invisible， and its target audiences are those involved in business activities. There are four types of business advertisement： trade， industrial， professional， and agricultural.endprint

According to the American Advertising Federation （AAF）， business advertisements should follow the following principles： truth， substantiation， comparison， bait advertising， guarantees and warranties， price claims， testimonials， taste and decency.

3.3 Service Advertising

Service advertisement is a kind of advertisement between consumer and business advertisement. It includes advertisements for hospital and health care， education and training， real estate， telecommunication， banking， insurance， securities and investment， traveling and hotel， entertainment， consultation， computer and information service， and other services offered.

The objectives of service advertising are to attract the target audiences attention to the service item， to stimulate peoples desire of buying， to persuade people to accept the service. However， service is essentially intangible， and what advertised in service advertisement is also intangible. These limitations decide the features of service advertisement， which include the following four features： from intangible to tangible， emphasize on specialty， focus on experience， and suppose a situation.

Although all kinds of service are essentially intangible， the contents of them are clear. Usually， copywriters change the service from intangible to tangible with the resort to material object， statistics， word， fact sound， video， and other specific methods. Among these methods， statistics and fact are the most persuasive ones in advertising. Therefore， statistics and fact are often used in service advertising， in order to strengthen the truth and credibility of the service advertised， and to prove that the quality or the cost of their service is different or superior to other competitors.

3.4 Public Interest Advertising

Public Interest advertisement is a kind of non-business advertisement， which serves for the public， with the aim of disseminating certain public interest idea through advocating or warning the public. Furthermore， it attempts to accelerate the pace of civilization development in the society. Compared with other kinds of advertisements， public interest advertisement attaches more importance to mans mental needs.

Public interest advertisement has become a part of peoples life， and everyone in the society are consciously or unconsciously influenced or cultivated by the public interest advertisement. The public advertisement is good for spreading social code of ethics， code of conduct， and positive idea， and then to protect the right and interest of the public. Besides， public interest advertisement， to some extent， reflects the level of social civilization， and it is likely to bring about beneficial result in the long run.endprint

In general， public interest advertisement has six features： nonprofit orientation， idea， and guidance， specific， universal， and persuasive. Public interest advertisement is not aimed at getting profit from the public， but it is good for enriching peoples mental life. What the public interest advertisement disseminates is usually a kind of idea or a kind of force that can conduct peoples behavior. The target of public interest advertisement is clear and appropriate， and what is advocated and what is opposed are also obvious. The public interest advertisement influences peoples mind， and guides people by the means of disseminating idea. It is of a strong sense of specific. Besides， as public advertisement is targeted at people at all levels， it should cater for the tastes and horizons of the social publics to make sure that all the target audience can comprehend what information are delivered.

4. Translation Strategies of English Advertisements and Examples

According to Peter Newmark， ST is used in translating the expressive texts while CT is used in translating the informative and vocative texts. Since advertisements belong to the type of text with vocative function， so CT should be used in advertisements translation. But， as a matter of fact， there is no text that can be translated just by ST or CT， especially for advertisements， because of its different functions for different types. Besides， in order to make the translated advertisement well accepted and successful， language and cultural differences between countries should also be concerned during translating， and appropriate adjustments are necessary. Therefore， both CT and ST should be adopted during the translation of most advertisements， especially the slogans of them.

The following are some examples：

（1）Focus on Life. （Olympus）

人生難忘片刻， 永留印記。（奧林巴斯相機(jī)）

This is an advertisement for a camera. As we know that in western countries， human life and human right are highly respected， so， the original text can easily attract the western consumers. As for Chinese consumers， though they also respect human life and human right， they are always more interested in the function of the product they want to buy. Therefore， the translated version put great emphasis on the function of the camera， which is to help people remember the wonderful moment they want to keep forever， in order to attract the Chinese consumers.

（2）When you come， you are a gust of ours； when you leave， you are the friends of yours. （HK Central Hotel）endprint

來是他鄉(xiāng)客，去時(shí)故人心。

This is an advertisement for HK Central Hotel. Given the expressive customs of Chinese language， both CT and ST are used during translation in order to create a sense of familiarity for Chinese people.

（3）Fresh-up with Seven-up. （Seven-up）

提神醒腦喝七喜。

In Chinese culture， “喜” means “happiness， luck， auspiciousness” and any other good things. The translated version jointly used CT and ST， and translated “Seven-up” into “七喜”， which caters for the Chinese people.

（4）A friend in need is a friend indeed. （Medicine）

隨身攜帶，有備無患；隨身攜帶，有驚無險(xiǎn)。（速效救心丸）

This advertisement uses an English proverb to translate the necessity of a Chinese medicine that used to release the heart disease. The translated version can not only attract consumers attention， but also easily convey the importance and necessity of this medicine. CT is put more emphasis on the translation of this advertisement.

（5）Taking the lead in Digital World. （SAMSUNG）

領(lǐng)先科技，超越永恒。（三星）

Both CT and ST are used during the translation of this advertisement. ST is used in“領(lǐng)先科技” ， CT is used in“超越永恒”. Famous Chinese four-character expression are widely used in English advertisement translation in order to successfully convey the information of the product or service in a brief， clear， and familiar way for Chinese people， and make it easy to remember.

（6）Elegance is an attitude. （Longines）

優(yōu)雅態(tài)度，真我性格。 （浪琴表）

（7）Beyond your imagination.（Korean Air）

意想不到的天空。（大韓航空）

Both CT and ST are adopted in this translated version. Readers cannot understand what the advertisement mainly talks about if just use the ST. So， the translated version added “天空” to explain the service of the Korean Air.

（8）For the road ahead. （Honda）

康莊大道。（本田）

The translated version successfully conveys the meaning of the original text by using a Chinese four-character expression. “康莊大道” means broad and plain road， which implies the car can bring people to a bright future.

（9）Apple Thinks Different. （Apple Computer）

蘋果電腦，不同凡“想”。（蘋果電腦）

The “Apple Thinks Different” is translated into “蘋果電腦，不同凡想” by using Chinese four-character expression， but replaced the “響” with “想”。 Because the original text employs the rhetorical device of personification by adopting the word “think”. Therefore， both CT and ST are adopted.

（10）The 1999 BMW 7 Series and its closest rival： a side-by-side comparison. （BMW 7 Series）endprint

不管黑馬白馬，領(lǐng)先的總是寶馬。（寶馬7系）

The translated version of this advertisement “不管黑馬白馬，領(lǐng)先的總是寶馬”is parodied the famous theory put forward by Deng Xiaoping “不管黑貓白貓，抓到老鼠就是好貓”.

From all the above examples， we can see that there is no text that can be translated just by ST or CT， especially for advertisements， we should adopt ST and CT flexibly according to the different features of different types of advertisements.

5.Conclusion

Language is a unique system of signs that express ideas. Newmarks translation theories provide us with new insights into the translation of advertisements. There is no all-purpose method for translation， especially for the advertisement translation. The translation methods of advertisement should be flexible according to the different purposes， different contexts， language features and cultural differences. Since the language of advertisement is more or less communicative， or more or less semantic， the translation of advertisement may be more or less communicative， or more or less semantic， there is no text that can be translated just by ST or CT.

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作者簡(jiǎn)介：黃江云，云南師范大學(xué)商學(xué)院語(yǔ)言文學(xué)學(xué)院講師。研究方向：翻譯理論與實(shí)踐、大學(xué)英語(yǔ)教學(xué)研究。endprint