英汉广告翻译中的文化差异

题目（英文）    Cultural Differences in English-Chinese Advertisement Translation                                          

题目（中文）   英汉广告翻译中的文化差异                                          

Abstract

With the increasing trend of global integration, international commodity circulation becomes more and more frequent, and the translation of advertisements also plays an important role. Advertising translation contains many cultural elements. The process of english-chinese advertising translation is a process of intercultural reinvention. The translation must respect and grasp the cultural differences of different nations and reflect their cultural characteristics. Based on literature research and from the perspective of cultural differences between China and the west, this paper analyzes the cultural differences between China and the west through literature review and relevant advertising cases. The results show that the cultural differences between Chinese and western advertisements include the differences of collectivism and individualism, tradition and novelty, the differences of money values, the differences of way of thinking, the differences of social customs and the differences of psychological characteristics. At the same time, this paper also gives a brief overview of how to use correct translation skills to resolve differences, in the hope that this study has theoretical significance and practical reference significance.

Keywords：advertising translation；cultural differences；countermeasures；English-Chinese Advertisement

Contents

Abstract 1

Contents 2

Introduction 3

1.Cultural differences in English - Chinese advertising translation 4

1.1Different values between China and the west 4

1.1.1 Conformity and individuality 4

1.1.2Historical tradition and novelty 4

1.1.3 money 5

1.2The different way of thinking between China and the west 5

1.3The bearing of language and social customs are different 6

1.4Different psychological characteristics 6

2.Translation strategies of advertising slogan under cultural differences. 6

3 .Conclusion 7

References 7