英汉广告翻译中的文化差异

范文编号:YY138   字数:6571,页数:23

Abstract

As the product of culture, advertisement can show the close relationship between language and culture. This paper tries to approach the translation of the trademarks of import and export commodities from the angle of the cultural differences，thus promote the development of Chinese economy. This paper discusses some issues about English-Chinese advertisement translation, and sums up some skills. Instead of being limited in faithfulness, English-Chinese advertisement translation should focus on the purpose of selling products. In the process of translating advertisements, cultural differences and product characteristics should be taken into consideration. Cultural differences can show that it is very important to know the western consumer’s aesthetic conception and their response to the translated trademarks.

Key Words

cultural differences; advertisement translation; cross-cultural communication; trademarks translation

摘　要

本文从东西方文化差异的角度，探讨我国英汉广告的翻译。本文旨在提高涉外广告的翻译质量和译文的宣传效果，从而更加有效地推动中国经济的发展。文章讨论了英汉广告翻译中应注意的几个问题，总结了广告翻译的规律和技巧。提出了英汉广告翻译不应拘泥于忠实，而应服务于产品销售。在英汉广告翻译的过程中，必须重视东西方的文化差异，必须考虑国外消费者的文化习惯和审美心理，考虑他们对所译商品广告的反应，注意文化之间的转换并与产品特点紧密结合。

关键词

文化差异；广告翻译；跨文化交际；商标翻译

宋体Contents

Abstract........................................................................I
Key Words.......................................................................I
摘要............................................................................II
关键词..........................................................................II
Introduction....................................................................1
I. A Brief Introduction to English-Chinese Advertisement........................2
A. The Definition of Advertisement..............................................2
B. The Origins of Advertisement.................................................3
C. Basic Functions of Advertisement.............................................3
II. The Characteristics of English-Chinese Advertisement Translation............4
A. The Characteristics of the English-Chinese Advertisement Languages...........4
1. Rhetorical Characteristics: Frequent Use of Pun and Alliteration.............4
    2. Frequent Use of Emotive words............................................5
    3. Frequent Use of Some Verbs...............................................5
  B. The Principles of English-Chinese Advertisement Translation................6
III. The Cultural Differences...................................................7
Differences in National Characteristics and Aesthetic Attitude..................8
Differences in Numbers..........................................................8
Differences in Regional Environments............................................9
Differences in Colors, Signs and Symbols........................................10
Differences in Psychological Structures.........................................11
Differences in Cultural Sense of Values.........................................11
IV.The Translating Skills of English-Chinese Advertisement Translation..........12
A. Literal Translation..........................................................12

B. Liberal Translation..........................................................13
C. Translation of Parody........................................................13
Conclusion......................................................................15
Acknowledgements................................................................16
Bibliography....................................................................17

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