英语毕业论文34：英汉广告翻译中的文化差异.doc

Cultural Differences in English-Chinese Advertisement Translation 英汉广告翻译中的文化差异 Abstract As the product of culture, advertisement can show the close relationship between language and culture. This paper tries to approach the translation of the trademarks of import and export commodities from the angle of the cultural differences，thus promote the development of Chinese economy. This paper discusses some issues about English-Chinese advertisement translation, and sums up some skills. Instead of being limited in faithfulness, English-Chinese advertisement translation should focus on the purpose of selling products. In the process of translating advertisements, cultural differences and product characteristics should be taken into consideration. Cultural differences can show that it is very important to know the western consumer’s aesthetic conception and their response to the translated trademarks. Key Words cultural differences; advertisement translation; cross-cultural communication; trademarks translation 摘　要 本文从东西方文化差异的角度，探讨我国英汉广告的翻译。本文旨在提高涉外广告的翻译质量和译文的宣传效果，从而更加有效地推动中国经济的发展。文章讨论了英汉广告翻译中应注意的几个问题，总结了广告翻译的规律和技巧。提出了英汉广告翻译不应拘泥于忠实，而应服务于产品销售。在英汉广告翻译的过程中，必须重视东西方的文化差异，必须考虑国外消费者的文化习惯和审美心理，考虑他们对所译商品广告的反应，注意文化之间的转换并与产品特点紧密结合。 关键词 文化差异；广告翻译；跨文化交际；商标翻译 Introduction In modern times, with the commercialization of society, the role of advertisement becomes more and more important in every-day life. We live in a world of advertisement. With the deepening of economic internationalization, advertisement as sales stimulus plays a crucial role in delivering information. Therefore it appears to be more important to understand, appreciate and translate advertisement language properly.English-Chinese advertisement is a transnational and cross-cultural way to promote the sales of various commodities. In the practice of English-Chinese advertisement, translators play a decisive role in the using of appropriate advertisement language. Meanwhile, the style of English-Chinese advertisement is