文化差异与广告翻译 (2)

Abstract

Advertisement is a practical type of writing and plays an important role in modern business strategies. With the further development of economic globalization, advertisement is becoming an important way for enterprises to expand their shares in the international market. A good translation of an advertisement is fairly important for this. This thesis begins with the distinctive cultural difference between China and the West and discusses a few points about the difficulties in the advertisements translation when culture involved: 1.Phonetic ineffectiveness; 2.Semantic deficiency; The author builds up some practical settlements of advertisement translation on the basis of the intercultural background: 1.Appropriate comprehension of the original; 2.Flexible transformation of the culture. Finally, the author makes a conclusion that as long as we recognize cultural difference, respect cultural difference and finally reconcile cultural difference, the translation of advertisement can meet the function of the advertisements. 

Key Words: cultural difference; advisement; cultural transformation 

Contents

 Abstract …………………………………………………………..……………..…..i

1 Introduction………………………………………………………………….........1

2 A Contrastive Analysis on Cultural Difference Between China and the West……2

2.1 Difference in Culture Background……………….….….....................................2

2.2 Difference in Psychology Structure….…………………………….....……..….3

2.3 Difference in Esthetic Sentiment…..…………………….………………..............3

3 Difficulties in Translating Advertisements Involving Culture Factors………..….4

3.1 Phonetic Ineffectiveness…..……………………...….…..….……....……….....4

3.2 Semantic Deficiency……………………………………………….…………...5

4 Settlements on Doing Advertisement Translation .....……………...…………..…7

4.1 Appropriate Comprehension of the Original……………..………………….….7

4.2 Flexible Transformation of the Culture……..…….……..………...………..…..8

5 Conclusion………………………………..………………….……….……………8

References 10