Abstract
With the rapid development of economic globalization and world trade, the communication between countries is becoming more and more frequent. As the media and vehicle to promote the sales of goods, the advertising is becoming critical. Advertisement is a kind of functional textual document with a strong purpose that attempts to persuade potential customers to purchase or to consume products or services. Language is the basis of the advertising. Language and cultural differences are one of most important characteristics of influencing advertising translation. It determines that the positioning of advertising translation should be shifted from text translation to cultural translation. Advertising translation is also a cross-cultural marketing campaign. Not only does it involve the problem of language conversion, but also the cultural differences in various countries. Different cultures have different influences on advertising translation. The cultural factors influencing adverting translation mainly include: thought pattern, values, ethics and morals, and aesthetic value and so on. In this paper, the author will list contrast study of English and Chinese advertising translation in cultural differences and then illustrate briefly the strategies to handle cultural differences in the process of translating advertising. At last, the author draw a conclusion.
Keywords Advertising; Advertising translation; language and cultural difference; Translation strategies
Contents
Abstract I
Contents I
Introduction 3
1. Advertising and Advertising Translation 5
1.1 Advertising 5
1.1.1 The Definition of Advertising 5
1.1.2 The Feature of Advertising 5
1.1.3 The Function of Advertising 6
1.2 Advertising Translation 6
1.2.1 Introduction to Advertising Translation 6
1.2.2 Principles of Advertising Translation 6
2. The Language and Advertising Translation 8
2.1 The Differences of the Structure of Language in Chinese-English Advertising Translation 8
2.2 The Differences of Choosing the Words in Chinese-English Advertising Translation 9
2.3 The Differences of Rhetoric Methods in Chinese-English Advertising Translation 9
3. Cultural Difference and Advertising Translation 11
3.1 Cultural Barriers 11
3.2 The Feature of Cultural Differences in the Chinese-English 11
3.2.1 Different Thought Patterns 11
3.2.2 Different Values 12
3.2.3 Different Ethics and Morals 13
3.2.4 Different Aesthetic Values 13
4. Translation Strategies of Advertising 14
4.1 Literal Translation 14
4.2 Transliteration 15
4.3 Creative Translation 15
5. Conclusion 17
References 18
