浅谈英汉语言文化差异对广告翻译的影响

浅谈英汉语言文化差异对广告翻译的影响[Abstract] As the product of culture, advertisement directly reflects the close relationship between language and culture. And advertising language is a special art form, which has profound cultural background and can be influenced by the tendency of the times. This paper investigates the Chinese and English advertising languages, and uncovers the culture differences in advertisements. Then it discusses the problems in the advertising translation, and puts forward the artistic and effective methods of advertising translation. The world is getting increasingly globalized. Advertisement is closely related to the culture. The purpose of an advertisement is to persuade target consumesers to buy the advertised products or services. Thus, it is a most important task to be aware of the differences between Chinese culture and western culture. This paper analyzes the differences from six aspects: monism versus pluralism, collectivism versus individualism, the implicit way versus the direct way, the imagery pattern versus the abstract pattern, respect of authority versus respect of self-performance, and the differences of social background and aesthetics. Some defects and even unsuccessful advertisements are made because of the poor quality of translation. This paper proceeds from problems in advertising translation that the translators do not have a good command of the nation-specific culture and is too adhesive to the advertisement’s superficial meaning while there are a lot of cultural factors hidden in the present advertising translation. In fact, advertisement translation requires more than just rendering sentences into another language. Translators have to convert the ideas and thoughts b...