從跨文化交际浅析广告翻译.docVIP

从跨文化交际浅析广告翻译 作者： 添加：08/11/03 访问量： ??? 中文摘要 随着我国改革开放的深入和 HYPERLINK /news/sehuijinji.html \t _blank HYPERLINK /news/sehuijinji.html \t _blank 经济的迅速发展，我国的广告业以前所未有的速度迅速发展，广告已经深入到社会生活的每一个角落。世界经济一体化，我国加入世贸组织，网络等 HYPERLINK /news/xinxiguanli.html \t _blank 信息通信技术高速发展，使广告的跨文化传播成为可能。广告翻译对于推动我国 HYPERLINK /news/qiyeguanli.html \t _blank 企业在经济全球化环境下开拓 HYPERLINK /news/guojizhengzhi.html \t _blank 国际市场具有重要而深远的意义。本文从宗教信仰、历史背景、风俗习惯、价值观、审美观分析了跨文化因素对广告翻译的影响，结合实例探讨了广告翻译的基本原则及方法。通过比较分析，初步探讨了如何在考虑文化可接受性的同时，运用各种翻译技巧去体现深层次的文化内涵。 关键词：跨文化交际，文化差异，广告翻译 ? A Brief Analysis of Advertisement Translation from the Perspective of Cross-Cultural Communication Abstract With the development of our socialist market economy since China’s opening up to the outside world, advertising industry has been developing quickly. The globalization of the world economy, China’s entry to WTO and the fast development of the internet and information communication technology make the cross-cultural communication of advertising possible. Advertising translation is of great significance in tapping the global market for products under the circumstance of globalization of world economy. This paper has analyzed the influence of cross-cultural communications on advertisement translation from the perspective of the differences in faith, history, values, aesthetic standard, and discussed the basic principle and the method of the advertisement translation with examples. By comparing and analyzing, the paper shows how to translate the advertisement with its cultural connotation conveyed in the target language and how to make the translation acceptable in the target country. Key words: cross-cultural communication, cultural difference, advertisement translation ? 一、引言 随着社会主义市场经济的发展，人们的商品意识日益增强，广告的作用在我国也逐渐显露出来。尤其是在今天，我国已加入 WTO ，经济活动与国际接轨，做好对外广告宣传工作对于企业和 HYPERLINK /news/guojiafaxianfa.html \t _blank 国家来说其重要性和迫切性是可想而知的。 “广告，就是广而告之，即广泛地告知公众某种事物的宣传活动。著名的美国 HYPERLINK /news/shichangyingxiaolun.html \t _blank 市场营销协会（ American Market