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1、浅谈英汉广告翻译中的文化差异(CulturaldifferencesinadvertisingtranslationbetweenEnglishandChinese)Abstract:advertisingasameansofpublicityforthemasses,itselfisanimportantsociallanguageandsocialculture.ThetranslationprocessofEnglishandChineseadvertisementsisaprocessofcross-cu
2、lturalrecreation.Thisarticlefromthelanguage,culturalcustoms,valuesandotheraspects,analyzessomepragmaticfailuresinadvertisingtranslation,discussesthesignificanceofculturalbackgroundinadvertisingtranslation,expoundstheprinciplestoavoidpragmaticfailuresincross-c
3、ulturaladvertisingtranslation.Keywords:advertisingtranslation;culturaldifferences;pragmaticfailure;translationprinciplesCLCnumber:G4documentidentificationcode:Aarticlenumber:1002-6908(2007)0810181-02(1)IntroductionAdvertisingderivesfromtheLatinword"advertere"
4、,whichmeans"arousingthepublic'sattentiontothingsandinducingtheminacertaindirection.".Languageandcultureareinseparable,andlanguageisthecarrierofculture.Differenthistoricalconditions,geographicallocation,naturalenvironmentandsocialrealityhaveformedauniqueandsty
5、leofculture.Languageasacarrierofculturecondensesthepeople'sthoughts,philosophies,culturalcharacteristicsandnationalfeelings.Differentlanguagesarerestrictedbycultureandreflecttheirspecificculturalcontent.Foreveryconsumer,itisinevitabletobeinfluencedbytheircult
6、uralatmosphere.Thiskindofsubtleinfluencebecomesmoreandmoreingrainedwithhisage,thusaffectinghisbehavioranddecision-making,includingpurchasedecision.Becauseculturalfactorshavegreatpotentialinfluenceonconsumers'purchasedecisions,advertisementtranslationshouldals
7、ohavedistinctiveculturalcharacteristics.Advertisingtranslationisanewfieldoftranslation,thetranslationisclearlydifferentfromthetranslationofothergenres,aslanguagematerialstobeformedintoanotherlanguage,youcanplaytheroleinthedisseminationofideasinthelanguage,the
8、languageenvironmentbecomescomplex,whichshouldbeontheexpressionorrequiretheuseoftherequirementsboundcomplex.Thetranslatorneedstohavelinguistics,economics,marketing,sociologyandaestheticsan