중국 광고의 화용적 특징과 번역 방법 고찰

Abstract

This study looks into the pragmatic cultural characteristics of advertising language used in Chinese advertisements and discusses an appropriate method of translation. This study looks into the text-typology and the pragmatic characteristics of advertising language through implicational cultural characteristics. Authentic advertising examples are shown. I investigate the problem of translation-ability and the five translation principles and criterion to look into the translation methodology that befit the characteristics of advertising language. The aim of advertisement is to capture the consumer's interest with fresh and implicational language and expressions, and to stimulate the consumer's interest of the product. Advertisements have pragmatic functional traits of providing consumers with information on products and services and thus persuading consumers to purchase them. Therefore, it is important to emphasize the functional equivalence in advertising translation. The translator needs to select appropriate words and expressions with creativity in the translation. The specific methods of translation discussed in this study are as follows: The process of translation is divided into ‘direct translation’ and ‘translation’. First, the original information resources from the advertisement are transmitted on the grounds of meaningful equivalence through direct translation. Second, the translator examines and adjusts various translational possibilities based on brevity, implication and appreciation through the process of ‘translation’. Finally, creativity is applied to the controversial parts of the translation, based on the translation-ability according to the principles of functional equivalence. Translation done in this sequence is considered to be highly practical in translation for advertisements and for the discipline of translation in general.