从中西文化差异视角探究中西广告语的翻译特征

Abstract

Advertisement translation is a distinct and unique language style, and its irreplaceable social pragmatic function has become an important subject of social pragmatics research. More importantly, advertisement translation highlights the differences in traditional culture between China and the West. Advertisement is subordinate to the commercial culture of sub-culture, a certain cultural traditions and beliefs and values will penetrate into this cultural carrier, reflecting the different countries of different national characteristics and personality. The acceleration of the globalization process has led to an acceleration in the globalization of marketing, which has led to an increasing spread of cross-cultural advertising. The purpose of the advertising language is to persuade the target consumers to buy their products or services, then fully understand the differences between Chinese and Western culture which has been a pivotal task. The process of translation is not only the process of language conversion, but also reflects the different characteristics of different cultures. The paper focuses on the characteristics and the translation of advertisements from the Perspective of sino- western cultural differences. Under the guidance and analysis the adaptation-relevance theory, the paper tries to give detail explanation to the characteristics of sino-western cultural differences and its impacts in advertisements. The paper also give some useful strategies in solving the problem of advertisement translation . The research of the paper has significant role in giving suggestions on the advertisement translation due to the sino-western cultural differences. 

Key Words:Advertisement translation; Relevance- relevance theory; Cultural differences

摘  要

   广告翻译是一种独特而独特的语言风格，其不可替代的社会语用功能已成为社会语用学研究的重要课题。更重要的是，广告翻译突显了中西传统文化的差异。广告从属于次级文化的商业文化，独特的文化传统和信仰价值观将渗透到广告这种文化载体中，反映出不同国家的不同国家特色和个性。全球化进程的加速导致了营销全球化的加速，导致了跨文化广告的日益扩大。广告语言的目的是说服目标消费者购买他们的产品或服务，然后充分了解中西文化的差异。翻译过程不仅是语言转换的过程，而且反映了不同文化的不同特征。本文从中西文化差异视角着重于广告的特点和翻译。在顺应关联理论的指导和分析的基础上，本文尝试详细解释中西文化差异特征及其对广告的影响。本文还为解决广告翻译问题提供了一些有用的策略。本文以期对中西文化差异的广告翻译提出了建设性意见和建议。

关键词：广告翻译; 关联顺应理论 ; 文化差异;

目录

Abstract i

摘  要 ii

Ⅰ. Introduction iii

1.1 The Background of the study iii

1.2 the significant of the study iv

1.3 Framework of the paper v

Ⅱ.literature Review v

2.1 the research home and abroad v

2.2 the adaptation-relevance theory vi

Ⅲ. The Exploration of the Characteristics of Sino-western Cultural Differences and its Impacts in Advertisements viii

3.1 Differences in cultural values viii

3.2. Differences in mind setting and viewpoints ix

3.3 Differences in National characters ix

Ⅳ. The strategy for Advertisements Translation x

4.1.literal translation x

4.2.free translation x

4.3. Imitation and creation xi

Ⅴ.Conclusion xi

References: xii