Cultural Differences in English-Chinese Advertisement Translation

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1、英汉广告翻译中的文化差异CulturalDifferencesinEnglish-ChineseAdvertisementTranslationAbstractAstheproductofculture,advertisementcanshowthecloserelationshipbetweenlanguageandculture.Thispapertriestoapproachthetranslationofthetrademarksofimportandexportcommoditiesfromtheangleoftheculturaldifferences，t

2、huspromotethedevelopmentofChineseeconomy.ThispaperdiscussessomeissuesaboutEnglish-Chineseadvertisementtranslation,andsumsupsomeskills.Insteadofbeinglimitedinfaithfulness,English-Chineseadvertisementtranslationshouldfocusonthepurposeofsellingproducts.Intheprocessoftranslatingadvertisemen

3、ts,culturaldifferencesandproductcharacteristicsshouldbetakenintoconsideration.Culturaldifferencescanshowthatitisveryimportanttoknowthewesternconsumer’saestheticconceptionandtheirresponsetothetranslatedtrademarks.KeyWordsculturaldifferences;advertisementtranslation;cross-culturalcommunic

4、ation;trademarkstranslation摘　要本文从东西方文化差异的角度，探讨我国英汉广告的翻译。本文旨在提高涉外广告的翻译质量和译文的宣传效果，从而更加有效地推动中国经济的发展。文章讨论了英汉广告翻译中应注意的几个问题，总结了广告翻译的规律和技巧。提出了英汉广告翻译不应拘泥于忠实，而应服务于产品销售。在英汉广告翻译的过程中，必须重视东西方的文化差异，必须考虑国外消费者的文化习惯和审美心理，考虑他们对所译商品广告的反应，注意文化之间的转换并与产品特点紧密结合。关键词文化差异；广告翻译；跨文化交际；商标翻译IntroductionInmoderntimes

5、,withthecommercializationofsociety,theroleofadvertisementbecomesmoreandmoreimportantinevery-daylife.Weliveinaworldofadvertisement.Withthedeepeningofeconomicinternationalization,advertisementassalesstimulusplaysacrucialroleindeliveringinformation.Thereforeitappearstobemoreimportanttounde

6、rstand,appreciateandtranslateadvertisementlanguageproperly.English-Chineseadvertisementisatransnationalandcross-culturalwaytopromotethesalesofvariouscommodities.InthepracticeofEnglish-Chineseadvertisement,translatorsplayadecisiveroleintheusingofappropriateadvertisementlanguage.Meanwhile

7、,thestyleofEnglish-Chineseadvertisementisdifferentfromothertextsandemphasisoncross-culturalfeature,sothetranslationofthemrequirestheapplicationofsuitabletranslationstrategies.TheintensificationofEnglish-Chineseexchangesandseverecompetitioncreatesagrowingneedforadvertisementandt