英汉商业广告译文中的文化因素处理策略探析.pdfVIP

A Study of the Strategies for Handling the Cultural Information in the Translated Versions of English and Chinese Advertisements Abstract Common assumptions are that an advertisement will be effective if the viewer or reader decodes the advertisement successfully, and if there is a meaningful transfer of “Properties”. When developing one single idea for the whole world，and one global stimulus for different cultures ，the assumption is that responses will be similar, too. This can only happen if the sender and the receiver share one culture. If there is no shared culture，the response may be different from what is intended and expected. Global target groups consume a growing number of products and services. When it comes to addressing people of different national cultures ，the advertisement has to be translated and some translations appear to include subtle changes of meaning influenced by cultural differences. Though many researchers have done a lot of work on advertising translation, incommensurate with its importance of cultural influences ， advertising translation is still an under-explored field which has not yet been adequately studied in the discipline of translation. This thesis approaches the advertising translation from four main strategies: Semantic Transliteration, Literal Translation, Free Translation and Adaptation. The four strategies are used in different situations for advertising translation. Through the investigation, the thesis explores the cultural differences and the importance of cultural influence on the advertisement translation. Keywords: advertising, culture differences, translation, strategies