Abstract
In the international marketing environment, the Advertisement Translation plays an important role in intercultural communication, which can potentially reflect life, culture or thought of a society. Language is the basis of the advertising. Language and cultural differences are one of most important characteristics of influencing advertising translation. Advertising is a powerful weapon in business, advertising English is a special kind of English, it has great difference from common English, in the process of translation should be based on the characteristics of advertising, choose appropriate expression methods, all of the information in expressing the translated version on the basis of fully embody the original style and form of expression, reproduce the original style. The purpose of the study is to present the status quo of Chinese translation of English Advertisements and to discuss and research the significant factors influencing it.
Keywords influencing factors; cultural difference; intercultural; advertisement translation
Contents
Abstract I
Contents I
Introduction 1
1.Advertising and Advertising Translation 2
1.1 Advertising......................................................................................................2
1.1.1 The Definition of Advertising...............................................................................2
1.1.2 The Feature of Advertising...................................................................................2
1.1.3 The Function of Advertising.................................................................................3
1.2 Advertising Translation...................................................................................3
1.2.1 Conditions for Advertising Translation.................................................................3
2.The Factors Influencing the Translation 4
2.1 Cultural Difference of Advertising Translation..............................................4
2.1.1 Conform to the Local Customs and Habits..........................................................4
2.1.2 Conform to the Local History and Tradition........................................................4
2.1.3 Conform to the Local Thinking Patterns.......................................................5
2.2 Commercial Factors of Advertising Translation............................................5
2.3 The Language Factors of Advertising Translation......................................5
3.Translation Strategies of Advertising....................................................7
3.1 Literal Translation..........................................................................................7
3.2 Transliteration................................................................................................8
3.3 Creative Translation.......................................................................................8
4. Conclusion 10
References 11
