广告中的文化差异及翻译策略.docVIP

摘 要 本文将首先对广告的定义，特点，分类和作用进行系统综述，并对国内外的讲究成果进行简介。接着描述广告与文化的关系，并深入探讨中西广告语的文化差异。然后，作者从归化和异化以及翻译对等论角度，对广告语翻译的策略进行了阐述。 本文主要以比较、例证与归纳的研究方法，理论与实例相结合，深入浅出，从而使读者更好地体会不同文化背景下的广告特色。 关键词：广告；文化；翻译；策略 ABSTRACT This paper first presents a proper definition of advertising language, describes systematically the features and benefits of advertisement and introduces briefly the overall research both at home and abroad. It then elaborates the cultural differences between Chinese and western advertisement, i.e. the first main subject of this paper. After that, it delineates the translation strategies of advertising language by the means of combing common translation theories like domestication, foreignization and dynamic equivalence. This paper adopts the methods of comparison, exemplification and generalization in order to enable the reader to understand the feature of advertisement against the background of different cultures. Key words：advertisement; culture; translation; strategies Contents 1．Introduction 1 2. Definition, Functions and Classification of Advertising 2 2.1 Definition 2 2.2 Functions 3 2.3 Classifications 3 3. Major Cultural Differences 5 3.1 Cultural Properties of Advertisement 5 3.2 Cultural Differences in Chinese and Western Advertisements 6 4. Solutions to Translation of Advertising 10 4.1 Domestication and Foreignization 10 4.2 Nida’s Functional Equivalence 12 5．Conclusion 15 Acknowledgements 16 References 17 1．Introduction In modern society, under the help of mass media, advertisement has entered into every part of human life. Advertisement is an important means of promoting sales, building images, providing service. It plays a pivotal role in modern society. So it is necessary to do much study on it. As advertisement has become an important factor exerting great influence on our daily life nowadays, it is also an indispensable part of our everyday lives. Advertising language is one of the most important ways of imparting opinions, displaying var