需求层次理论视域下英语商业广告汉译的语言经济价值

Economic Value of Language Regarding the Chinese Translation of English Commercial Advertisements from the Perspective of the Hierarchy of Demand Theory

马斯洛需求层次理论不仅是一种动机理论,而且还是一种人性论和价值论,在市场营销中也有着广泛的应用,合理运用这一理论有利于企业清晰定位消费者的需求层次,根据用户的不同需求,研发对应的产品,创作相应的广告。语言经济学认为,语言具有一定的经济价值,优秀的广告语言能为企业创造可观的利润。对于跨国公司而言,商业广告的语言不仅能在国内产生经济价值,经过翻译之后投放到他国市场同样可以衍生经济价值,被翻译过的商业广告如何在异国他乡大放异彩、满足别国消费者的各种需求应当引起学界深思。苹果公司是世界上市值最高的公司,中国是苹果公司最大的海外市场,苹果历来注重对中国市场的运营与维护,本文即探讨苹果公司英文广告汉译如何满足中国消费者需求从而产生经济价值。

Maslow’s hierarchy of demand theory is not only a theory of motivation, but also a theory of hu-man nature and value, widely used in marketing as well. The rational application of this theory is conducive to enterprises clearly positioning the demand hierarchy of consumers, researching and developing relevant products and creating corresponding advertisements according to dif-ferent needs of users. According to the Economics of Language, language has a certain economic value. Excellent advertising language can create considerable profits for enterprises. For multinational companies, the language of commercial advertising can not only generate economic value at home, but also derive economic value when it is translated and put into the market of other countries. How the translated commercial advertising can shine in foreign countries and meet the needs of consumers in other countries deserves the academic community’s thinking and focus on. Apple is the company with the highest market value in the world while China is the largest overseas market of Apple. This company has always paid great attention to the operation and maintenance of the Chinese market. This paper aims to explore how the Chinese translation of Apple’s English advertisements can meet the needs of Chinese consumers and thus generate economic value.