从跨文化际浅析广告翻译.doc

从跨文化交际浅析广告翻译 作者： 添加：08/11/03 访问量： ??? 随着我国改革开放的深入和经济信息企业国际 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国家 “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。著名的美国市场营销 American Marketing Association 即 AMA ）给广告写了这样的定义： Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through the various media.( 广告是由特定的广告主题常以付费的方式通过各种传播媒体对产品、劳务或观念等信息的非人员介绍及推广。 ) ” [1] (P1) 从某种角度上说，“广告是一门浓缩的、综合的、具有商业性的、大众的艺术 Advertising Copy ）通常由以下五个部分组成：标题（ Headline ）、正文（ Body Copy ）、口号（ Slogan ）、商标（ Trademark ）、插图（ Illustration ）。” [2] (P215) 本文就广告标题及商标翻译进行探讨和赏析。根据中西文化的差异及广告语言 二、广告翻译过程中涉及的文化差异 跨文化交际的广告在传播和推广文化的同时也受到文化的制约。广告源自于不同文化环境，其对象也在相同或不同的文化环境中生活和成长。在宣传商品