摘 要
随着全球经济一体化进程的加快，商标及广告翻译在企业发展中的作用日渐突出。商品在以质量取胜的前提下，还应重视包装，使商品商标及广告符合异国文化和语言习俗。因此，商标及广告翻译可以说是“文字翻译”加“文化翻译”。 所以，通过深入分析中英商标及广告中的大量例子，可以得到中英文化之间的差异。侯维瑞在《英语语言》一书中指出广告英语分“硬卖”和“软卖”两种，“硬卖”型广告诉诸人们理智， 侧重于介绍有关商品的特性优点来说服顾客。“软卖”则运用文学中常见的修辞来美化广告语言，吸引顾客的注意。本文重点从“软卖”方面进行中英文化之间的差异分析，并得出中英文化差异的三个方面。
本论文首先介绍翻译及翻译与文化的关系，引出商标及广告翻译与文化的关系，得出通过分析商标及广告翻译的例子就可以得出中英文化之间的差异。接着是从中英商标及广告翻译的转译法、增译法及减译法分析中得出中英文化背景方面的差异。其次是从语用学方面进行分析不同语言文化背景下人们如何表达思想：中国人较含蓄，多用修饰语，而英语国家的人表达简洁。然后是关于广告侧重点方面的差异：汉语广告以自我为中心、宣传自己，而英语广告以消费者为中心：汉语广告重视群体，而英语广告重视个人；汉语广告重视生理需求，而英语广告重精神；中国广告重传统，而英语广告重革新。最后在前面分析的基础上得出结论：从翻译与文化及文化与商标广告翻译的关系出发，得出通过分析中英文商标及广告翻译的例子就可以得出中英文化背景、语用方面及广告侧重点方面的差异。
关键词
商标，翻译，文化差异，动态等值
Abstract
With the development of the world economy, trademark and advertisement translation is becoming increasingly important to company development. Whether the commodity sells well or not, doesn’t only depend on its good quality, but also depends on appropriate advertisement and trademark translation. Under this circumstance, trademark and advertisement translation consist of language translation and culture translation. (卢曦，1999) That is to say, trademark and advertisement translation should be consistent with the custom and culture of the two target languages. Therefore, we can learn some cultural differences between Chinese and English from analyzing samples of trademark and advertisement between Chinese and English. In addition, as Hou Weirui point out in English linguistics that English advertisement can be divided into two kinds: the soft selling and hard selling. Hard selling appeal to the reason of audience by advertising the characteristics and qualities of commodity in order to convince the customs. Soft selling resorts to the rhetoric devices to beautify the advertising words in order to appeal to the emotion of audience. In this paper, it mainly deals with the soft selling in terms of translation.
Firstly, it gives an introduction, in which translation and relationship between translation and culture difference are illustrated, and the cultural features in advertisement translation are demonstrated The next part is about different culture background between English and Chinese, and gives analysis to the difference by comparing some concrete examples in terms of prerequisite of conversion, amplification, and omission. Then it gives a pragmatic analysis on how the two peoples make use of their language. For instance: Chinese tend to the more indirect and prefer the use of modifiers in communication, while speakers of English prefer the more direct and concise expression. Then it makes comparative studies of the sample advertisements, which aim at illustrating the following facts: The first is that Chinese advertisement usually adopt the “I” centered attitude and focus on the propaganda of their production and services. However, English advertisement adopts the “you” centered attitude. That is to say, they focus on telling what they can do for their customers. The second is Chinese advertisement think highly of the public’s feeling, while English advertisement pay attention to individuality. The third is Chinese advertisement attach importance to people’s physiological need, while English advertisement values spiritual life. Chinese advertisement attaches importance to tradition, but English advertisement pays more attention to innovation. In the end of the paper, we come to the conclusion that the culture difference between Chinese and English can be learned by analyzing the sample of trademark and advertisement .At the same time, trademark and advertisement influences the social custom and culture to some extent.
Key Words
Trade mark; translation; cultural difference; dynamic equivalence
目 录
摘要 I
Abstract II
绪论 1
一、中英商标及广告翻译中的文化差异 2
（一）从商标及广告翻译中的转译法运用看中英文化差异 2
（二）从增译法和减译法运用看中英文化差异 4
1、增译法与文化差异 4
2、减译法与文化差异 4
二、中英文广告翻译中的语言文化比较 5
（一）汉语广告常使用大量修饰语，而英语广告用语简洁 6
（二）汉语广告常用多种修辞方法,而英语广告用得较少 6
三、中英文广告侧重点比较 7
（一）汉语广告常以自我为中心宣传产品,而英语广告强调立足于消费者 7
（二）汉语广告重群体倾向,而英语广告重视个性 8
（三）汉语广告重生理需求,而英语广告重精神需求 8
（四）汉语广告重传统,英语广告重革新 8
结论 10
参考文献 11
致谢 12
