InfluenceofChineseandWesernCuluralDifferencesonAdverisemenTranslaion_开题报告

一、Literature Review

   Advertising has become one of the most important cultural products.Nowdays,Advertising has become a way of communication between different regions.It is usually the way to convince potential customers to buy or consume their own products and services.The translation of advertising language, cross-cultural communication activity, it is not only a kind of language into another language, but also make the reader naturally agree with the deep cultural connotation of advertising, through the effect of being attracted to produce advertising.Advertising language is characterized by its cultural and historical background.Western language is dominated by rules, but China is dominated by people.Due to the differences in language structure, when they describe things, the Chinese focus on fantasy, but the English focus on accuracy.In this paper, from the angle of cultural differences, such as the domestic and foreign consumers of cultural habits and aesthetic psychology and so on, analysis on the influence of advertising translation, in order to improve the translation quality and translation of advertisement publicity.A good advertisement translation embodies the perfect combination of translation techniques,.Different cultures have a very important influence on advertising translation, including history, value, customs, etc.Cultural differences in translation is a complex thing, the specific circumstances of the ever-changing, deal with no fixed rules to follow.Therefore, a deeper understand only on the difference between Chinese and Western culture, can make the translation in the translation retains its translation style, to make the translation more original.

Thesis  outline

1. Introduction1

2. Definition, Functions and Classification of Advertising2

2.1 Definition2

2.2 Functions3

2.3 Classifications3

3. Major Cultural Differences5

3.1 Cultural Properties of Advertisement5

3.2 Cultural Differences in Chinese and Western Advertisements6

4. The influences of cultural differences on the translation of advertisements2

4.1 Local customs2

4.2 Language factors2

4.3 Religious beliefs3

4.4 Social systems3

5. The characteristics of the advertisement language4

5.1 Numerous words or phrases instead of sentences4

5.2 Rich in the use of simple, incomplete and elliptical sentences4

5.3 Use of imperative sentence4

5.4 Use of various interrogative sentences5

6. Strategies for advertisement translation5

6.1 Three principles of advertising translation5

6.1.1 Be consumer-oriented5

6.1.2 Be informative6

6.1.3 Be concise, catchy and creative6

6.2 Three approaches for advertisement translation7

6.2.1 Direct translation7

6.2.2 Free translation7

6.2.3 Transliteration8

6.2.4 Creative translation8

6.2.5 Use rhetoric9

7. Conclusion9

Works Cited10

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