资源描述：
《英汉文化差异对广告翻译的影响 --毕业论文》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、【标题】英汉文化差异对广告翻译的影响【作者】唐力仪【关键词】语言文化差异；广告；翻译【指导老师】何远秀【专业】英语【正文】Ⅰ.IntroductionUsually,advertisingprovidesinformationinthreetypes:audio,vision,andlanguage.Inradioadvertisements,musicisalwaysaccompaniedbylanguage.OnTVandinmotionpictures,musicandlanguageillustrationaremixedwitheacho
2、ther.Advertisementsareacombinationofpicturesandlanguagewithwritteninformation.Althoughmusicandpicturescanprovidesomehints,orcreateakindofatmosphere,theinformationabouttheproductsislimited.Evenworse,itmayleadtomisunderstanding.Thus,languageinawayprovidesmoreexact,detailedanddep
3、endableinformationwhereasmusicandpicturesonlyactasasupplementarymeansinadvertising.Advertisinglanguage,playingaroleofcommunicationandpersuasion,hasdevelopeditsownfeatures.AlltheadvertisementsstudiedinthispaperaretakenfromEnglishmagazines.TheyarechosenfromTime,PeopleandNewsweek
4、 (issuesfrom1999-2000),becausethesethreemagazineshaveahugecirculation,coveringallkindsofaudience.Almostallkindsofadvertisementscanbefoundinthesemagazines.Inordertogetvaluableinformationforthestudy,morethan40advertisementswerechosen.Thispapertriestoapproachthetranslationstrateg
5、iesfromtheangleoftheculturaldifferences，thuspromotethedevelopmentofChineseeconomy.Ⅱ.FeaturesofAdvertisementsGenerally,theadvertisement’sEnglishhavethefollowingcharacteristics:lexicalcharacteristics,grammaticalcharacteristicsandrhetoricdevices.A.LexicalCharacteristicsInordertom
6、aketheinformationaccessibletoaudienceeffectively,thechoiceofwordsinadvertisingisverycautiousandskillful.Theaimoftheadvertiserisquitespecific.Hewishestocapturetheattentionofthemembersofamassaudienceandbymeansofimpressivewordstopersuadethemtobuyaproduct.1.TheUseof “You”and “Your
7、”Englishcopywritersareintentonwinningconsumers’favorandtakepainstoshowconsiderationandkindnesstothem.Thatiswhytheyfrequentlyusepersonalpronounslike “you”or “your”inadvertisements.Addressingreaderswith “you”and “your”showsmorepersonalwarmthandismorecustomer-orientedthanwithothe
8、raddresses.Thustheuseofsuchpersonalpronounshelpsadvertisersto
