Abstract
With the continuous development of globalization in economy, more and more Chinese enterprises are going to the international market, advertisement is playing an critical part in expanding their shares in the international market. A good advertisement translation is totally important for this. This paper begins with the distinctive cultural difference between China and the West and discusses several points about the difficulties in the advertisements translation when culture involved: 1.Phonetic ineffectiveness; 2.Semantic deficiency; The author builds up some practical settlements of advertisement translation on the basis of the intercultural background: 1.Appropriote comprehension of the original; 2.Flexible transformation of the culture. Finally, the author makes a conclusion that as long as we recognize cultural difference, respect cultural difference and finally reconcile cultural difference, the translation of advertisement can meet the function of the advertisements.
Key Words: cultural difference; advisement; cultural transformation
Contents
Abstract …………………………………………………………..……………..…..i
1 Introduction………………………………………………………………….........1
2 A Comparative Analysis on Cultural Difference Between China and the West……2
2.1 Difference in Culture Background……………….….….....................................2
2.2 Difference in Esthetic Sentiment…..…………………….………………..............3
2.3 Difference in Psychology Structure….…………………………….....……..….3
3 Difficulties in Translating Advertisements Involving Culture Factors………..….4
3.1 Phonetic Ineffectiveness…..……………………...….…..….……....……….....4
3.2 Semantic Deficiency……………………………………………….…………...5
4 Settlements on Doing Advertisement Translation .....……………...…………..…7
4.1 Appropriate Comprehension of the Original……………..………………….….7
4.2 Flexible Transformation of the Culture……..…….……..………...………..…..8
5 Conclusion………………………………..………………….……….……………8
References 10
