广告中的文化差异及翻译策略

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1、摘要本文将首先对广告的定义，特点，分类和作用进行系统综述，并对国内外的讲究成果进行简介。接着描述广告与文化的关系，并深入探讨中西广告语的文化差异。然后，作者从归化和异化以及翻译对等论角度，对广告语翻译的策略进行了阐述。本文主要以比较、例证与归纳的研究方法，理论与实例相结合，深入浅出，从而使读者更好地体会不同文化背景下的广告特色。关键词：广告；文化；翻译；策略中国最大的论文知识平台www.lwxiezuo.comABSTRACTThispaperfirstpresentsaproperdefinitionofadvertising

2、language,describessystematicallythefeaturesandbenefitsofadvertisementandintroducesbrieflytheoverallresearchbothathomeandabroad.ItthenelaboratestheculturaldifferencesbetweenChineseandwesternadvertisement,i.e.thefirstmainsubjectofthispaper.Afterthat,itdelineatesthetran

3、slationstrategiesofadvertisinglanguagebythemeansofcombingcommontranslationtheorieslikedomestication,foreignizationanddynamicequivalence.Thispaperadoptsthemethodsofcomparison,exemplificationandgeneralizationinordertoenablethereadertounderstandthefeatureofadvertisement

4、againstthebackgroundofdifferentcultures.Keywords：advertisement;culture;translation;strategies中国最大的论文知识平台www.lwxiezuo.comContents1．Introduction12.Definition,FunctionsandClassificationofAdvertising22.1Definition22.2Functions32.3Classifications33.MajorCulturalDifference

5、s53.1CulturalPropertiesofAdvertisement53.2CulturalDifferencesinChineseandWesternAdvertisements64.SolutionstoTranslationofAdvertising104.1DomesticationandForeignization104.2Nida’sFunctionalEquivalence125．Conclusion15Acknowledgements16References17中国最大的论文知识平台www.lwxiezu

6、o.com1．IntroductionInmodernsociety,underthehelpofmassmedia,advertisementhasenteredintoeverypartofhumanlife.Advertisementisanimportantmeansofpromotingsales,buildingimages,providingservice.Itplaysapivotalroleinmodernsociety.Soitisnecessarytodomuchstudyonit.Asadvertisem

7、enthasbecomeanimportantfactorexertinggreatinfluenceonourdailylifenowadays,itisalsoanindispensablepartofoureverydaylives.Advertisinglanguageisoneofthemostimportantwaysofimpartingopinions,displayingvariouslinguisticfeaturesofitsown.Withthedevelopmentofglobaleconomy,man

8、yforeignproductsarepouringintotheChinesemarketcompetingwithhomemadeproducts,whileChineseproduceareflowingabroad.Underthiscircumstan