On Chinese and AmericanCommercial Advertisement Translation Techniques from the View of Cultural Values从文化价值观的角度谈中美商业广告翻译技巧

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1、OnChineseandAmericanCommercialAdvertisementTranslationTechniquesfromtheViewofCulturalValues从文化价值观的角度谈中美商业广告翻译技巧摘要:随着世界经济发展与中国对外开放的深入快速发展，中美双方在经济领域的联系日益紧密。在商品市场推广的过程中，商业广告扮演着一个不可替代的角色。但由于中美文化价值观的差异，进入目标市场的商品必须考虑其文化特色和受众心理，于是合适得体的商业广告翻译变得尤为重要。因此为了更好的提高商业广告翻译的水平，打开目标市场，本文

2、作者从跨文化的角度，从中美文化差异的根源出发，探讨商业广告语及其翻译和文化的内在关系，找出在商业广告翻译中的主要的文化价值观不同点，从而展开在这一背景下的商业广告翻译中之归化与异化的技巧，对其两者的关系及其在商业广告互译中具体运用的体现。同时以实际案例总结出商业广告翻译的技巧在当今国际形势下的发展方向。关键词:文化价值观；商业广告翻译技巧；归化和异化OnChineseandAmericanCommercialAdvertisementTranslationTechniquesfromtheviewofCulturalValuesAb

3、stract:AlongwiththeprofounddevelopmentofworldeconomyandChina'sopeningtotheoutsideworld,ChinaandAmericakeepanincreasinglycloserelationshipintheeconomicfield.Undisputedly,commercialadvertisementplaysanirreplaceablepartoftheprocessofpurchasesandsales.However,owingtothecul

4、turalvaluesdifferencebetweenChinaandAmerica,theadvertisersshouldtaketheculturalcharactersandaudiences'mentalityintocarefulconsideration.Therefore,appropriatecommercialadvertisementtranslationbecomesparticularlyimportantnowadays.Forthesakeofimprovingthequalityofcommerci

5、aladvertisementtranslationandmakingcontributiontoexpandingthemarket,thewriterofthispapermakesaresearchontheinnerlinkbetweencommercialadvertisementlanguage,commercialadvertisementtranslationandculturefromthepointofcross-culture.Basedontheoriginofthedifferentcultureandth

6、ecoreculturalvaluesdifferencesincommercialadvertisementtranslationinChinaandAmerica,thewritersetsaboutexplainingtheadvertisementtranslationtechniques-domesticationandforeignization,thenmakeananalysisintotherelationshipofthemandpresentstheirpracticalapplicationincommerc

7、ialadvertisementtranslationunderthedifferentculturalvaluebackground.Finallythewriterpointsoutthemaintrendoftranslationtechniquesinmoderncommercialadvertisementtranslationbyusingsomeexamples.KeyWords:culturalvalues;commercialadvertisementtranslationtechniques;domesticat

8、ionandforeignizationContents1.Introduction12.RelationshipbetweenAdvertisementtranslationandculture13.CoreCulturalvalu