浅谈英汉语言文化差异对广告翻译的影响

《浅谈英汉语言文化差异对广告翻译的影响》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、浅谈英汉语言文化差异对广告翻译的影响[Abstract]Astheproductofculture,advertisementdirectlyreflectsthecloserelationshipbetweenlanguageandculture.Andadvertisinglanguageisaspecialartform,whichhasprofoundculturalbackgroundandcanbeinfluencedbythetendencyofthetimes.Thispaperinvestigates

2、theChineseandEnglishadvertisinglanguages,anduncoverstheculturedifferencesinadvertisements.Thenitdiscussestheproblemsintheadvertisingtranslation,andputsforwardtheartisticandeffectivemethodsofadvertisingtranslation.   Theworldisgettingincreasinglyglobalized.Advert

3、isementiscloselyrelatedtotheculture.Thepurposeofanadvertisementistopersuadetargetconsumeserstobuytheadvertisedproductsorservices.Thus,itisamostimportanttasktobeawareofthedifferencesbetweenChinesecultureandwesternculture.Thispaperanalyzesthedifferencesfromsixaspe

4、cts:monismversuspluralism,collectivismversusindividualism,theimplicitwayversusthedirectway,theimagerypatternversustheabstractpattern,respectofauthorityversusrespectofself-performance,andthedifferencesofsocialbackgroundandaesthetics.    Somedefectsandevenunsucces

5、sfuladvertisementsaremadebecauseofthepoorqualityoftranslation.Thispaperproceedsfromproblemsinadvertisingtranslationthatthetranslatorsdonothaveagoodcommandofthenation-specificcultureandistooadhesivetotheadvertisement’ssuperficialmeaningwhiletherearealotofcultural

6、factorshiddeninthepresentadvertisingtranslation.Infact,advertisementtranslationrequiresmorethanjustrenderingsentencesintoanotherlanguage.Translatorshavetoconverttheideasandthoughtsbehindthesentencesintothetargetlanguagebyapplyingtheknowledgeofthetargetculture.Th

7、ispapersuggestssomemethodstomakeadvertisingtranslationinviewofthelanguageandculturedifferences. [Keywords]advertisinglanguage;culturedifference;advertisingtranslation  【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，所以广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。本文对中、英广告语言进行了探讨，揭示了中英广告的语言在语音、语义、文字

8、形式及修辞等方面的差异以及文化差异。然后，文章分析了广告语言翻译中存在的问题，从文化的角度提出了有关广告翻译的艺术的有效方法。 因为全球的经济一体化，所以广告语言涉及了大量的文化知识。既然广告语言的目的是劝导目标消费者购买其产品或服务，那么充分理解中西文化差异就成了一项举足轻重的任务。本文从六个方面进行分析，它们依次是一元论和多元