从广告翻译角度分析中西文化差异资料.doc

从中西文化差异角度论广告翻译策略 A Study on Advertising Translation from the Perspective of Sinowestern Cultural Differences Abstract 中文摘要 Chapter One Introduction Chapter Two The Embodiments of Sino-western Cultural Differences in Advertising Translation 2.1 Differences in Core Cultural Values 2.2 Differences in Consumption Conception 2.3 Differences in Thinking Mode 2.4 Differences in Etiquette and Custom Culture Chapter Three Impacts of Sino-western Cultural Differences on Advertising Translation 3.1 Literal Translation 3.2 Free Translation 3.3 Supplementary Translation 3.4 Condensed Translation Chapter Four Conclusion 摘要 广告是一种实用文体，语言风格鲜明、独特，并且具有很高商业价值。语言是文化的载体，广告是从属于商业文化的亚文化，一定的文化传统、信仰和价值观都会渗透进这一文化载体，体现出不同国家、不同民族的特点和个性, 广告翻译则是不同文化交流的桥梁。广告的特殊文体风格和社会功能决定了广告翻译的特殊性。如今经济全球化，广告翻译尤为重要。 一直以来，国内外许多学者从广告的语言特征进行研究，如简洁，新奇和轰动效应。如何将这些特点在译文中重构，是广告翻译的难点。广告承载着各个民族的文化，且各个民族的美学标准对广告的接受性有着直接的影响。广告翻译要求译者有在创作的能力，不仅需要传达出原语的意义，而且需考虑怎样才能让潜在客户接受译文。本文从文化差异的角度入手，在此基础上，推导出在跨文化视角下广告翻译应当遵循的策略，从而提高广告译文的质量，使广告翻译更加准确、恰当地传播其所承载的商业文化信息。因此，广告翻译一门技术，更是一门艺术。它在不同文化间宣传和推销产品与服务的同时，也传播、影响甚至创新了自身文化和他者文化。 关键词：文化差异；广告翻译；翻译策略 Abstract Advertising language is a kind of practical style, in which the accurate and vivid language has very high commercial value. Language is the carrier of culture, while advertising language is subordinated to commercial culture. Cultural traditions, beliefs and values will penetrate into the carrier of culture, which reflects the characteristics and personalities in different countries and ethnic groups. Advertising translation is often compared to the bridge of cultural exchange. The unique style and social function of advertising language determines the particularity of advertising translation. The globalization makes the translation of advertisements very important. However, many scholars both at home and abroad have paid attention to the unique linguistic characteristics of advertisements,which can be summed up in three words: brevity, novelty, and sonority. These features should be