中西方文化差异对广告翻译的影响分析研究 广告策划专业VIP免费

AcknowledgementsIowemyprofoundgratitudetomysupervisor,Ms.YanRongli,forhervaluablesuggestion,patience,andwarm-heartedattitudeinthispaper.Withhereffortinreading,correctingandpolishingthispaper,Ihavefulfilledthispaperwithpassionandcreation.Also,IwouldliketothankmybelovedfacultiesinXianYangNormalUniversityfortheirencouragementandmotivation.Itreallyinspiredmealotinfinishingthispaperandhelpedmesomuchinunderstandingtheculture.Lastbutnotleast,aspecialappreciationgoestooneofmybelovedfriends,whoiswithwisdomandknowledge,showingmesomuchoftheculturalthingsbetweentheChineseandthewesterncountries.Itisdefinitelyaconstantsourceofmystrength.AbstractInthemidstoftheinternationalexchange,advertisements,amainsocialmedia,playsamajorroleandhavebeenapplicatedinpeople’sdailylifemoreandmorewidely.Advertisingisnotonlyaneconomicactivitybutalsoaculturalexchange.Asaculturalproduct,itshowsthedifferencesbetweenChineseandtheWestverydirectlyinEnglish-Chinesetranslation.Startingfromthedefinitionandthefunctionsofadvertisements,thisarticlemainlyfocusesonthedifferencesbetweenChineseandtheWestfromtheaspectsoffiveculturalfactors:differenttrope,differentthinkingmode,differenthistoricalbackground,differentviewsofvalueandaestheticsense.Inordertopropagatetheadvertisementsvividlytothepeople,thispaperwillintroducetheinfluenceofculturalshockonadvertisingtranslationsindetailsandprovidesomepracticaltranslationskills.KeyWords:culturaldifferences;advertisements;advertisingtranslation摘要在国际交流的过程中,广告作为一种公众媒体传播手段，在人们的日常生活中得到越来越广泛的应用。广告不只是一种商业经济活动，更是一种文化交流。广告作为文化产物，非常直观地展现了中西方文化的不同。本文从广告的定义及功能入手，主要讨论了中西方文化差异的五个方面：语言修辞，历史背景，思维模式，价值观念和审美情趣。同时，为了将广告生动地传播给中西方各国的民众，文章进一步就中西方文化差异对广告翻译的影响进行了详细分析，并提出了一些有效的翻译技巧。关键词：文化差异；广告语；广告翻译TheInfluenceofCulturalDifferencesonEnglish-ChineseTranslationofAdvertisements1.IntroductionAdvertising,theinternationalcommerciallanguage,isawidelyusedmediumofcommunicationinmodernsociety,anditispenetratingeverycornerofpeople’slifeastheembodimentofcommerce.Advertisementplaysanimportantroleinintroducingforeigncommoditiestodomesticcustomersandpromotingdomesticcommoditiestoforeigncustomers.Thepurposeofadvertisingtranslationissubordinatetothepurposeofadvertising,inotherwords,totheadvertiser’ssalesstrategy.Itisbecausetheadvertiseristargetingaforeignmarketthattheadvertisingtranslationisinvolved.Themainpointisthattheadvertising’seffectivenessdependsonweatherthetranslatorcouldovercometheculturaldifference.Therefore,thetranslatorneedsnotonlyasolidfoundationoflanguagebutalsoanin-depthunderstandingofthetwocountries’culture.Asacarrierofinformation,thetranslationofanadvertisementshouldbedistinctive,attractive,positive,readableandmemorable.Thepurposeofanadvertisementdeterminesthatitslanguagemusthelptopromotepurchasingsellpower,memoryvalue,attentionvalueandreadability.2.AnoverviewofAdvertisementInrecentyears,followingthetrendofglobalization,goodsfromonecountryflowmorefrequentlyandfreelyintoanother.Thusadvertisingtranslationisbecomingafastgrowingindustryinmodernsociety.Beforeadvertisingtranslationisstudied,itisnecessarytoknowwhatisadvertisementandwhatfunctionsithas.2.1DefinitionofAdvertiseme...