论中西方文化差异对商务广告翻译的影响

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1、.....论中西方文化差异对商务广告翻译的影响摘要中国加入世界贸易组织后，商务广告在我们的日常生活中更是频繁出现。广告的创意来源于文化，中西方文化的差异导致了广告人的文化价值观和思维逻辑的不同，因此广告的创作方式与表达方式也有差异。广告作为一种信息传播手段，需要考虑到公众对信息的接受心理和习惯。把握中西文化的差异并加以利用是广告成功的本质和关键。如何通过翻译把一个商务广告准确而又贴切地传达给拥有着不同文化的受众，这个课题值得研究。关键词：文化差异；广告；翻译学习参考.....OnCulturalDifferencesinAdvertisementTransl

2、ationAbstractWeareembracedbyallkindsofcommercialadvertisementsinourdailylifesinceChinahasenteredintotheWTO.Theideaofanadvertisementcomesfromculture,sotheculturedifferencemayleadtodifferentculturalvaluesamongdifferentadvertisements.Asawidelyusedmediumofcommunicationinmodernsociety,a

3、nadvertisementneedstotaketheculturaldifferencesintoconsideration.Howtocommunicateacommercialadvertisementtopeopleofdifferentculturalbackgroundscorrectlyandappropriatelydeservestobeinvestigated.Keywords:culturaldifference;advertisement;translation.学习参考.....OnCulturalDifferencesinAdv

4、ertisementTranslation论中西方文化差异对商务广告翻译的影响1.IntroductionThereismoreandmoreacutemarketingcompetitiontoday.Underthiscircumstance,anadvertisementofgoodqualitywillbenecessaryifyouwanttomakeyourproductscompetitiveandattractivetotheconsumersamongmillionsofothercompetitors.Besides,asuccessfu

5、ladvertisementisalsoaveryimportantpartinworld-widebusiness.Chineseeconomyhasalreadymeltedintotheworldmarket.Agoodtranslatedadvertisementwillnotonlyconveytheinformationinaccuracyandreapagoodadvertisingeffect,butalsostimulatereceptor’sculturalandappreciatingassociation,whichwillbeofm

6、uchhelptotheculturalcommunication,thusitisalsoanimpulseinculturaldiffusion.Wecan'tdenythatmostoftheprivateenterpriseshaven’trealizedhowtocreateanEnglishadvertisementandsearchedforhelpfromaninexperttranslatorinsteadofprofessionalagency.Thisleadstoapoorqualityoftheadvertisementtransl

7、ation.SomeofthetranslationprincipalsknowlittleaboutEnglish;thereforethequalityofthetranslatedadvertisementwillnotbeassured.Manytranslatorsdoaverypoorjobwithvariousintolerablemistakes.Withthedevelopmentofeconomy,trans-nationaladvertisingwillbecomemoreandmorefrequent.Therefore,succes

8、sfuladvertisinglanguagemus