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《Cultural Factors in Advertisement Translation 广告翻译中的文化因素》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、广告翻译中的文化因素CulturalFactorsinAdvertisementTranslationABSTRACTAtpresent,withthequickpaceofeconomydevelopment,advertisingtendstobecomeanindispensableorinevitablepartoflifeforpeople,soitisnaturalthatadvertisingtranslationplaysadecisiveroleintheproducts’success
2、fullaunchingtotheworldmarket.Advertisementtranslationdiffersfromtheliterarytranslation.Itisnotonlyanexchangebetweenlanguageandlanguagebringingnewproductsandservices,butalsoamainwaytospreadingcultureamongcross-culturalcommunication.Itbecomesdifficultbecaus
3、eofculturaldifferences.Differentculturalfactorsdeterminethatitwouldbefarfromeasyforadvertisementtomakeagoodpublicityfortheproductindifferentcultures.Ifthetranslationlacksculturalappropriateness,nomatterhowcreativeitis,itwouldnotreachthefunction.Whatiseven
4、worse,itmaybedamagestheproduct’sbrandandthecompany’simage.Theculturalimplicationinthetranslationmustwinthetargetconsumers’acceptance.Asatranslator,heorshemustbefamiliarwiththesocialculture,fashionelements,consumptionpsychology,mannersandcustomsandsoon.Fro
5、mtheculturalaspects,thispaperfirstlygivesageneraldescriptionofadvertisingandadvertisingtranslation.Thenitmainlydealswithdifferentculturalfactorsandtheimpactoninternationaladvertisingtranslationbyexamples.Theseculturalfactorsincludecultural?habits,cultural
6、values,religiousandethicalsystem,customsandconventions,aesthetic?thoughtandpoliticalandlawsystems.Next,thispaperdiscussestheculturaltranslatabilityandun-translatabilityinadvertisementtranslation.Finally,facingwithdifferentculturalfactors,thispapersuggests
7、somestrategiesonhowtohandletheculturaldifferencesinadvertisementtranslationtoreachitspragmaticeffect.[Keywords]Advertisementtranslation;Culturalfactors;Translatingstrategies摘要目前,随着经济的快速发展,各国文化不断碰撞,交流和融合,广告已成为现代人生活中必不可少的或者是不可避免的一部分了,同时广告也为适应不同的环境而与时俱进。自然地,
8、广告翻译在日常的经济活动中的地位越来越重要,对产品的成功发布起着举足轻重的作用。值得注意的是广告翻译不同于文学或其他文本的翻译,它不仅仅是不同产品所蕴含的语言之间的简单转换,在一定程度上是一种跨文化的交流和融合,是传播文化的主要手段。各国不同的文化差异使广告翻译具有了一定的难度,决定了广告是否能对产品有很好的宣传作用。无论一则广告多么有创意,如果其翻译文本不能与当地的文化融合在一起,即缺少所谓的文化适应性,那么这则广告就不能达
