英语跨文化视角下对商务广告翻译的探究.docVIP

The Exploration of Business Advertising Translation from the Cross-cultural Perspective Contents Abstract In recent years, the rapid development of the advertising trademarks fully proved nowadays advertising translation occupy an increasingly important strategic position in peoples daily lives . Advertising Translation’s significance is to move their original country culture and Western cultures into a part of the audience’s culture , and thus a foothold to promote its goods and image to convey the spirit of the trademark.Therefore, the success of the advertising translation will bring huge economic benefits to the manufacturer, on the contrary will cause economic losses. Advertising language as an application language is also a carrier of the national culture.Contemporary,the perspective of translation work is no longer the old-fashioned words translated, but more using the compliance, the principle of reciprocity, the relevance theory and subjectivity translation principles as the main principles, especially advertising and trademark translation work even more so.The aim is to translate into the advertising audience countrys cultural environment better, so that the translated in a foreign cultural environment can truly be advertised, spread the cultural of their goods,promote products and to help companies create more actual profit value. This article analysis of the factors affecting the cross-cultural translation of advertising from the values, language, religion, social background and customs , with some examples to explore the basic principles and methods of advertising translation.Through comparative analysis, explore how to improve our country’s advertising translation work while considering the cultural acceptability. Key Word： Advertisingranslation，Cross-Cultural， culture跨文化视角下对商务广告翻译的探究 摘要：近年来，商标及广告翻译行业的迅速发展充分说明了现今广告翻译在人们的日常生活中占据了越来越重要的战略地位。广告翻译的意义在于将自身文化转化成受众方文化中的一份子，并就此立足扎根，用以宣传产品形象，传达商标精神。因此，成功的广告翻译会给生产商带来巨大的经济效益,反之会引起经济损失.广告语言作为一种应用语言同样是各民族文化