2023年中西方文化差异对广告翻译的影响.doc

Acknowledgements I owe my profound gratitude to my supervisor, Ms. Yan Rongli, for her valuable suggestion, patience, and warm-hearted attitude in this paper. With her effort in reading, correcting and polishing this paper, I have fulfilled this paper with passion and creation. Also, I would like to thank my beloved faculties in XianYang Normal University for their encouragement and motivation. It really inspired me a lot in finishing this paper and helped me so much in understanding the culture. Last but not least, a special appreciation goes to one of my beloved friends, who is with wisdom and knowledge, showing me so much of the cultural things between the Chinese and the western countries. It is definitely a constant source of my strength. Abstract In the midst of the international exchange, advertisements, a main social media, plays a major role and have been applicated in people’s daily life more and more widely. Advertising is not only an economic activity but also a cultural exchange. As a cultural product, it shows the differences between Chinese and the West very directly in English-Chinese translation. Starting from the definition and the functions of advertisements, this article mainly focuses on the differences between Chinese and the West from the aspects of five cultural factors: different trope, different thinking mode, different historical background, different views of value and aesthetic sense. In order to propagate the advertisements vividly to the people , this paper will introduce the influence of cultural shock on advertising translations in details and provide some practical translation skills. Key Words: cultural differences; advertisements; advertising translation 摘 要 在国际交流的过程中, 广告作为一种公众媒体传播手段，在人们的日常生活中得到越来越广泛的应用。广告不只是一种商业经济活动，更是一种文化交流。广告作为文化产物，非常直观地展现了中西方文化的不同。本文从广告的定义及功能入手，主要讨论了中西方文化差异的五个方面：语言修辞，历史背景，思维模式，价值观念和审美情趣。同时，为了将广告生动地传播给中西方各国的民众，文章进一步就中西方文化差异对广告翻译的影响进行了详细分析，并提出了一些有效的翻译技巧。 关键词：文化差异；广告语；广告翻译 Contents TOC \o "1-3" \h \z \u HYPERLINK \l "_Toc451764745" 1. Introduction 1 HYPERLINK \l "_Toc451764746" 2. An overview of Advertisement 1 HYPERLINK \l "_Toc451764747" 2.1 Definition of Advertisement 1 HYPERLINK \l "_Toc451764748" 2.2 The Functions of Advertisement 2 HYPERLINK \l "_Toc451764749" 2.2.1 Economic Function 2 HYPERLINK \l "_Toc451764750" 2.2.2 Ideological Function 2 HYPERLINK \l "_Toc451764751" 3. The Features of Advertising Language 3 HYPERLINK \l "_Toc451764752" 3.1 Common Use of Metaphors 3 HYPERLINK \l "_Toc451764753" 3.2 Common Use of Exaggerations 3 HYPERLINK \l "_Toc451764754" 3.3 Common Use of Simple sentences and Elliptical Sentences 3 HYPERLINK \l "_Toc451764755" 3.4 Common Use of Puns 4 HYPERLINK \l "_Toc451764756" 4. Cultural Differences in English and Chinese Advertising 5 HYPERLINK \l "_Toc451764757" 4.1 Different Regional Environment 5 HYPERLINK \l "_Toc451764758" 4.2 Different Thinking Mode 5 HYPERLINK \l "_Toc451764759" 4.3 Different View of Value 5 HYPERLINK \l "_Toc451764760" 4.4 Different Aesthetic Sense 6 HYPERLINK \l "_Toc451764762" 5. Translation Methods of English Advertisements from the Perspective of Cultural Differences 7 HYPERLINK \l "_Toc451764763" 5.1 Translation Principle 7 HYPERLINK \l "_Toc451764764" 5.1.1 Smoothness 7 HYPERLINK \l "_Toc451764765" 5.1.2 Faithfulness 8 HYPERLINK \l "_Toc451764766" 5.1.3 Conciseness 8 HYPERLINK \l "_Toc451764767" 5.2 Translation Techigues 8 HYPERLINK \l "_Toc451764768" 5.2.1 Paraphrase 8 HYPERLINK \l "_Toc451764769" 5.2.2 Transliteration 9 HYPERLINK \l "_Toc451764770" 5.2.3 Free Translation 9 HYPERLINK \l "_Toc451764771" 5.2.3 Imitative Translation 10 HYPERLINK \l "_Toc451764772" 5.2.4 Avoidance of Culture Taboos 11 HYPERLINK \l "_Toc451764772" 5.2.5 Adherence of Target Language Habits 11 HYPERLINK \l "_Toc451764773" 6. Conclusion 11 HYPERLINK \l "_Toc451764774" Bibliography 12 The Influence of Cultural Differences on English-Chinese Translation of Advertisements 1. Introduction Advertising, the international commercial language, is a widely used medium of communication in modern society, and it is penetrating every corner of people’s life as the embodiment of commerce. Advertisement plays an important role in introducing foreign commodities to domestic customers and promoting domestic commodities to foreign customers. The purpose of advertising translation is subordinate to the purpose of advertising, in other words, to the advertiser’s sales strategy. It is because the advertiser is targeting a foreign market that the advertising translation is involved. The main point is that the advertising’s effectiveness depends on weather the translator could overcome the cultural difference. Therefore, the translator needs not only a solid foundation of language but also an in-depth understanding of the two countries’ culture. As a carrier of information, the translation of an advertisement should be distinctive, attractive, positive, readable and memorable. The purpose of a