CuluralDifferencesinEnglish-ChineseAdverisemenTranslaion_开题报告

Cultural Differences in English-Chinese Advertisement Translation

一、Literature Review

Advertisements are around us all the time,Whenever we unfold a newspaper, open a magazine, turn on the TV, or look at the boards in subway stations or on buildings, we can find advertisements. Most of these advertisements are "commercial advertising". In modern society, advertisements are indeed the most frequent and influential linguistic application in the life of most people.The dominant role of advertisement in the marketing mix is quite evident. Advertisement is such a complex phenomenon that advertisers can adopt numerous strategies to persuade people and stimulate them to take purchasing action. Perfect advertising language is good for selling the product.The paper tentatively explores some ways to realize the ultimate goal of advertisement from different aspects of cultural connotation.At the same time, the world is getting increasingly globalized, there are more and more communication and operation of cross-cultural, advertisement translation reflect the commercial activities.Advertisement language is the core of an ads. Social culture influences even limits this kind of language and expression, meanwhile, the advertisement language contains and reflects the social culture. The advertisement exists in a society which means philosophical concept, thinking mode, cultural psychology, moral caliber and cultural habits of a nation certainly have a great effect on the advertisement language. In the fact, people tend to accept such messages that arouse their sense of identity.

So cultural differences have become a non-ignorable factor in advertisement. In order to attract even stimulate potential customers, the advertisers make their efforts to produce creative and memorable works. As the integration of world economy, it is an urgent task that advertisers should make clear of the features of each culture especially target culture. Meanwhile, the goal of advertisement translation is to persuade and influence target consumers abroad to buy a product or service. Therefore, translators must acquaint themselves with target consumers way of thinking, the life environment, cultural habits and etc. However, whatever the strategies advertiser takes, language is an essential carrier of inspiration. There are many unsuccessful cases of advertisement translation which lead no sale for product. The main reason is that the translator doesn't have adequate understanding of target culture, and is limited by superficial meaning of the text. In order to attract the target especially non-domestic consumers, it is a significant task to be aware of the differences between Chinese culture and western culture, and the key to translate advertisement is to have the same strong influence on the people who read the translated version.So it is also necessary to have a close observation and detailed study on the culture connotation between Chinese and English advertisements if we want to show the best side of this distinguished linguistic application.

Advertising has gone through five major stages of development: domestic, export, international, multi-national and global. Nowadays, since the economic globalization, the relationship between advertisement and culture become more closely. In this paper, the author just wants to compare and analysis advertising language in English and in Chinese from the view of lifestyle, way of thinking, way of expression , then reveals the differences between Eastern and Western cultures. 

二、Main Contents

Abstract

1.Introduction

1.1.Background Introduction

2.The Relationship Between Culture and Advertising Language

2.1.Language and Culture

2.2.Advertisement and Culture

2.3.Advertisement Language and Culture

3.The Differences between Chinese and Western Advertisements

3.1.Lifestyle Differences

3.2.Differences in The Way of Thinking

3.3.Differences in The Way of Expression

3.4. Differences of Attitude to Authority

4.The Principle of English-Chinese Advertisement Translation

4.1.Understand target language culture adequately

4.2.Balance the relationship between metaphrase and paraphrase

4.3.Adopt transliteration and free translation

5.Conclusion

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