The Cultural Differences in Advertisement Translation

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1、中英广告翻译中的文化差异TheCulturalDifferencesinAdvertisementTranslationAbstract:Astheproductofculture,advertisementdirectlyreflectscloserelationshipbetweenlanguageandculture.Prefectadvertisinglanguageisgoodforsellingtheproducts.Atthesametime,theworldisgettingincreasinglyglobalized,therea

2、remoreandmorecommunicationandoperationofcross-cultural,advertisementtranslationreflectthecommercialactivities.Therefore,translatorshavetoconverttheideasandthoughtsbehindthesentencesintothetargetlanguagebyapplyingtheknowledgeofthetargetculture.Thispaperstudiesthesituationofcult

3、uredifferencesinadvertisementtranslation.Keywords:advertisingtranslation；culturedifference；language摘　要：广告作为文化的产物，可以更直接地展示语言和文化的关系。精彩的广告语言有助于产品的推销。与此同时，随着经济全球化的发展，跨文化的交流、合作日趋频繁，广告翻译中存在的语言与文化的差异将影响着商业活动的发展。因此，译者要充分利用目标文化知识，把句子后面所承载的思想、概念尤其是文化传递给消费者。本文就广告翻译中出现的文化差异现象进行了探究。关键词：广告翻

4、译；文化差异；语言ContentsⅠ.Introduction………………………………..……….…….………...1A.BackgroundIntroduction……………………………………...…….1B.TheRelationshipamongLanguage,CultureandTranslationIntroduction.21.Differentdefinitionsoflanguage……………………………………22.Differentdefinitionsofculture………………...……………………23.Thediffer

5、entdefinitionsoftranslation………………………………24.Therelationshipamonglanguage,cultureandtranslation……………3II.TranslationofEnglishAdvertisement…………………………...4A.GeneralIntroductionofAdvertisement…….….……….……….…….4B.BasicPurposesandGeneralPrinciplesofEnglishAdvertisementTranslationintoChin

6、ese………….…….…….……………….……....51.BasicpurposesofEnglishadvertisementtranslationintoChinese…...52.Generalprinciplesofadvertisementtranslation…….……………….5C.LinguisticCharacteristicsofEnglishAdvertisingsandRelevantTranslationTechniques………………………………………………61.LexicalcharacteristicsofEngl

7、ishadvertisements………………….…62.SyntacticalcharacteristicsofEnglishadvertisements……………........7D.CulturalDifferencesinAdvertisingLanguage……………………......91.Theimplicitwayversusthedirectway………………………..........92.Theimagerypatternversusabstractpattern…………………….....103.Respectofauthorit

8、yversusrespectofself-performance………….....114.Differencesocial