中英文化差异对广告翻译的影响

Abstract

    Advertising as a product of culture, can more directly show the relationship between language and culture. English and Chinese advertising translation process is a process of cross-cultural. This paper first puts forward the definition, function and classification of ads, describes the characteristics of advertising language. And then put forward the point of view that the purpose of the advertising language is to persuade target consumers to buy its products or services, thus, English and Chinese advertising translation service is important than it's fidelity. 

   Then expounds the cultural differences between Chinese and western advertising, including phonetics, semantics, word form and rhetorical differences.And then put forward the idea that we should pay attention to the differences in the process of English-chinese advertising translation, that is, the first principal of this article. 

  The fifth chapter is about  the influence of cultural differences on advertising translation, that is the second main body of this article - also topic of this thesis. 

  The last chapter puts forward the strategies of advertising translation. Lists the common advertising language translation strategies and theories such as domestication, alienation and dynamic equivalence; Using the methods such as comparison, illustration and generalization. From the perspective of cultural differences in advertising language introduced several kinds of English-chinese advertising translation method, so as to make the reader in understanding the characteristics of the advertisement under the background of the purpose of better translation between English and Chinese advertising. 

Keywords　：Advertising、advertising language characteristics、cultural differences、 influence、advertising translation strategies 

Contents

Abstract 1

Contents 1

第1章 Introduction 2

1.1、Background introduction 2

1.2 Advertising translation is affected by culture 3

第2章 Definition,usefulness and category of Advertising 5

第3章 .Advertising language's features 5

3.1 The Characteristics of Words in Advertisement Language 5

3.1.1、 extensive use of verbs 6

3.1.2 frequent use of adjectives 6

3.1.3、Adverbs are often used 6

3.1.4 the sentence is concise、precise and short, easy to remember 7

3.2 the characteristics of the advertising language selection 7

第4章 Major Cultural Differences between Chinese and western advertisement 8

4.1. Different religious beliefs 8

4.2 .Different ethnic conventions and habits 9

4.3 different ways of thinking 9

第5章 The Influence of Cultural Differences between Chinese and Western on Advertising Translation. 9

5.1. The influence of different cultural habits on advertising translation. 10

5.2. The influence of social structure and laws and regulations on the translation of Chinese and English advertisements 10

5.3、The influence of different politeness principles on advertising translation. 11

5.4、The influence of different reasoning methods on advertising translation 11

第6章 Strategies for advertisement translation 11

6.1 Three principles of advertising translation 12

6.1.1 To consumer-centric 12

6.1.2 Be informative 12

6.1.3 Be concise, catchy and creative 12

6.2 Five approaches for advertisement translation 12

6.2.1 Direct translation 12

6.2.2 Free translation 13

6.2.3 Transliteration 13

6.2.4 Creative translation 13

Conclusion 14

Acknowledgments 15

References 16