LOCALIZATION OF AUTOMOBILE ADVERTISING TRANSLATION
Abstract: Nowadays along with the globalization of economy and trade, products from all around the world spread widely. In such a globalizing tide，automobile industry also presents a similar trend. Therefore, advertising translation plays an important role in the promotion and development of automobile industry. And localization which means taking a product and making it linguistically and culturally appropriate to the target market plays the more and more essential role in the process of advertising translation. Through analyzing typical automobile advertising translation from the perspective of culture, this paper focuses on localization of automobile advertising translation. Relevant translation theories, such as Nida’s Functional Equivalence and Newmark’s Communicative Translation, are applied. Moreover, advice is also given for better appliance of the strategy of localization in automobile advertising translation.
Key Words: automobile advertising; advertising translation; localization
汽车广告翻译的本土化
摘 要：当前随着经济与贸易的全球化，各国的品牌纷纷在呈现向全球蔓延的态势。在这样一个全球化的大趋势下，汽车业也呈现出一派全球化的趋势。广告翻译在汽车业发展过程中担任着一个十分重要的角色。而广告翻译的本土化，既让一个产品广告在语言和文化上更适合目标市场的习惯，在广告翻译的过程中起着越来越关键的作用。本文从文化的角度，通过分析典型的汽车广告中英互译例子，结合相关翻译理论,如奈达的功能对等理论以及纽马克的交际翻译理论来阐释汽车广告翻译的本土化这一主题。并且文章针对汽车广告翻译过程中本土化的实施及所遇到问题也提出了一些建议。
关键词：汽车广告；广告翻译；本土化
Introduction: 1
1. Basic Principles and Trend of Advertising Translation 1
1.1 Basic Principles of Advertising Translation 1
1.1.1 Naturalness 2
1.1.2 Accuracy 2
1.1.3 Comprehensibility 2
1.2 Trend of Advertising Translation under the Trend of Globalization 2
1.2.1 Trend of Globalization 2
1.2.2 Trend of Advertising Translation-Localization 3
2. Function of Automobile Advertising and Characteristics of Automobile Advertising Translation 4
2.1 Function of Automobile Advertising 4
2.2 Characteristics of Automobile Advertising 5
2.2.1 Using Lots of Punctuation 5
2.2.2 Deviant Spelling and Nonstandard Spelling 7
2.2.3 Visual Emphasis and Picture Strategies 9
2.3 Theories to Guide Automobile Advertising Translation 9
2.3.1 Peter Newmark’s Communicative Translation 9
2.3.2 Nida’s Functional Equivalence-Cultural Aspects of Translation 10
2.4 Short Summary 10
3. Localization of Automobile Advertising Translation 11
3.1 Localization----The Cultural Added-value 11
3.2 Differences between Different Cultures 12
3.2.1 The Social-Cultural Component: 12
3.2.2 The Political-Legal Component: 12
3.3 Analysis of Successful Localization of Advertising Translation 12
3.4 Some Tips on Achieving Localization in Automobile Advertising Translation 15
3.4.1 Culture compensation 15
3.4.2 Being Familiar with Target-Culture 15
4. Conclusion 16
Bibliography 19
