从跨文化角度透视广告英汉互译.docVIP

从跨文化角度透视广告的英汉互译 ADVERTISMENT TRANSLATION IN THE CROSS-CULTURAL PERSPECTIVE  摘要 随着中国经济的发展和全球化的加速，广告产业正以惊人的速度发展。环视我们周围，广告无所不在，它已经深入我们的生活并丰富着我们的文化。语言是广告众多载体中最为重要的一种，精心雕琢的广告词常用以达到某种特定的目的，有时是传达信息，但更多时候更重要的是要说服和影响别人。翻译是要通过语言来进行的，但正如一般性的语言那样，广告语言作为富有特性的语言，也反映并承载着文化，而文化又为广告语言提供了发挥功用的平台，这样，广告语言必定打上文化的烙印。因此，广告的英汉互译，从本质上说，是跨文化的翻译，不同地域有不同的文化，甚至存在文化冲突，包括核心价值观、权威崇信、思维惯性和消费倾向方面的差异与冲突而所有这些差异都影响着广告的翻译。要避免文化冲突, 翻译工作者首先应当深入了解源语言与目标语言之间的文化差异。本文将从不同的价值观、风俗习惯、宗教信仰和思维差异等角度来透视跨文化对广告翻译的影响，并通过实例的比较来探索跨文化的广告翻译策略。 关键词：跨文化 广告 英汉互译  ABSTRACT With the development of Chinas economy and the acceleration of globalization, the advertising industry is developing at an amazing speed. We can find that advertisements are everywhere, it have deeply penetrated into our lives and enrich our culture. Advertising，something that we are all exposed to，and also something that 1s likely to affect most of us in a number of different spheres of our lives and takes many forms, in most of which language is of crucial importance. The wording of advertisements，in most cases, carefully crafted to meet particular ends is sometimes intended to inform，but more often，and more importantly，for persuasion and influence. Translation is done via the vehicle of language. However，like general language，advertising language also mirrors，carries culture and culture provides frame in which advertising language operates and functions. Culture imprints advertising language with all its marks. Therefore, advertising translation，in essence，comes to be an across——cultural activity. People in different regions have different cultures, and even cultural conflicts, including the different core values, trusted authority, adopted viewpoint and consuming tendency, which cause their impact on advertising translation. To avoid the cultural conflict, translators should first be deeply noted the cultural differences between source language and target language. This essay will focus on how cross-culture affects the advertisements’ translation in