毕业论文（设计）-广告中的文化差异及翻译策略

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1、木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界。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ABSTRACTThispaperfirstpresentsaproperdefinitionofadvertisinglanguage,describessystematicallythefeaturesandbenefitsofadve

2、rtisementandintroducesbrieflytheoverallresearchbothathomeandabroad・ItthenelaboratestheculturaldifferencesbetweenChineseandwesternadvertisement,i.e.thefirstmainsubjectofthispaper.Afterthat,itdelineatesthetranslationstrategiesofadvertisinglanguagebythemeansofcombingcommontranslationtheorieslikedomes

3、tication,foreignizationanddynamicequivalence・Thispaperadoptsthemethodsofcomparison,exemplificationandgeneralizationinordertoenablethereadertounderstandthefeatureofadvertisementagainstthebackgroundofdifferentcultures.Keywords：advertisement;culture;translation;strategiesContents1.Introduction42.Defi

4、nition,FunctionsandClassificationofAdvertising52.1Definition52.2Functions62.3Classifications63・MajorCulturalDifferences8(1)CulturalPropertiesofAdvertisement8(2)CulturalDifferencesinChineseandWesternAdvertisements9(1)SolutionstoTranslationofAdvertising13(1)DomesticationandForeignization13(1)Nida，sF

5、unctionalEquivalence15(2)Conclusion18Acknowledgements19References201・IntroductionInmodernsociety,underthehelpofmassmedia,advertisementhasenteredintoeverypartofhumanlife.Advertisementisanimportantmeansofpromotingsales,buildingimages,providingservice.Itplaysapivotalroleinmodernsociety・Soitisnecessar

6、ytodomuchstudyonit-Asadvertisementhasbecomeanimportantfactorexertinggreatinfluenceonourdailylifenowadays,itisalsoanindispensablepartofoureverydaylives.Advertisinglanguageisoneofthemostimportantwaysofimpartingopinions,displayingvariouslinguisticfeaturesofitsown.Withthedevelopmentofglobaleconomy,man

7、yforeignproductsarepouringintotheChinesemarketcompetingwithhomemadeproducts,whileChineseproduceareflowingabroad・Underthiscircumstance,theclearandcompleteunderstandingoftheculturaldifferencesinChineseandwesternadv