论中西方文化差异对商务广告翻译的影响Word文件下载.doc

论中西方文化差异对商务广告翻译的影响Word文件下载.doc

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广告作为一种信息传播手段，需要考虑到公众对信息的接受心理和习惯。

把握中西文化的差异并加以利用是广告成功的本质和关键。

如何通过翻译把一个商务广告准确而又贴切地传达给拥有着不同文化的受众，这个课题值得研究。

关键词：

文化差异；

广告；

翻译

OnCulturalDifferencesinAdvertisementTranslation

Abstract

WeareembracedbyallkindsofcommercialadvertisementsinourdailylifesinceChinahasenteredintotheWTO.Theideaofanadvertisementcomesfromculture,sotheculturedifferencemayleadtodifferentculturalvaluesamongdifferentadvertisements.Asawidelyusedmediumofcommunicationinmodernsociety,anadvertisementneedstotaketheculturaldifferencesintoconsideration.Howtocommunicateacommercialadvertisementtopeopleofdifferentculturalbackgroundscorrectlyandappropriatelydeservestobeinvestigated.

Keywords:

culturaldifference;

advertisement;

translation.

1.Introduction

Thereismoreandmoreacutemarketingcompetitiontoday.Underthiscircumstance,anadvertisementofgoodqualitywillbenecessaryifyouwanttomakeyourproductscompetitiveandattractivetotheconsumersamongmillionsofothercompetitors.Besides,asuccessfuladvertisementisalsoaveryimportantpartinworld-widebusiness.

Chineseeconomyhasalreadymeltedintotheworldmarket.

Agoodtranslatedadvertisementwillnotonlyconveytheinformationinaccuracyandreapagoodadvertisingeffect,butalsostimulatereceptor’sculturalandappreciatingassociation,whichwillbeofmuchhelptotheculturalcommunication,thusitisalsoanimpulseinculturaldiffusion.

Wecan'

tdenythatmostoftheprivateenterpriseshaven’trealizedhowtocreateanEnglishadvertisementandsearchedforhelpfromaninexperttranslatorinsteadofprofessionalagency.Thisleadstoapoorqualityoftheadvertisementtranslation.SomeofthetranslationprincipalsknowlittleaboutEnglish;

thereforethequalityofthetranslatedadvertisementwillnotbeassured.Manytranslatorsdoaverypoorjobwithvariousintolerablemistakes.

Withthedevelopmentofeconomy,trans-nationaladvertisingwillbecomemoreandmorefrequent.Therefore,successfuladvertisinglanguagemustbeabletoimpresspeopleandcreatealastingandstrongmemoryinpeople’smind.Writersandtranslatorsofadvertisementsshouldpayattentiontothefeaturesofadvertisinglanguage,culturaldifferencesandtranslationprinciples.

ThisarticlemainlyfocusesontheinfluenceofadvertisementtranslationduetotheculturaldifferencesbetweenChinaandwesterncountriesandwhatweshoulddoifwearedealingwithanadvertisementtranslationjob.

2.TheOverviewofanAdvertisement.

Inthissection,Iwillmainlyfocusonthetopicaboutthefunctions,thefeaturesandthestandardsofanadvertisement.Howtoclassifysomanykindsofadvertisementswillbementionedtoo.

2.1Thedefinitionofanadvertisement

Theword“advertise”stemsfromtheLatin“advertere”,meaning“tomakeknowntothepublic”.

Weliveinaworldfullofadvertisements.Whatonearthisanadvertisement?

Oneofthefamousdefinitionsisthat“Anadvertisementisamessageoranannouncementthatinformsorinfluencespeople.Itcanusewords,pictures,musicorfilmtoconveyitsmessage.Advertisementsarenotonlymadeandpaidforbybusiness,butalsobyindividuals,organizationsandassociationsthatwishtoinformoreducatethepublic.”①

Theotheroneisthat“Advertisementisaformofcommunicationintendedtopromotethesaleofaproductorservice,toinfluencepublicopinion,togainpoliticalsupport,toadvanceaparticularcause,ortoelicitsomeotherresponsedesiredbytheadvertiser...Advertisementisdistinguishedfromotherformsofcommunicationinthattheadvertiserpaysthemediatodeliverthemessage.”（EncyclopediaBritannica,VolumeI,1994），

2.2Thefunctionsofanadvertisement

Theytellpeopleaboutnewproductsandhelppromotesales.②:

95

Theyprovideuswithagoodcollectionofgoodsandservice,fromwhichwecanmakeourbestchoices.②:

Advertisementbridgesmarkets,productsandconsumerstogether.Itcanhelptheconsumerstoidentifyanddifferentiateproductsandbuildbrandpreferenceandloyalty.②:

Advertisinghastocreatenewdemandsandtheyshouldeducatethepeopleaboutmoreandmorenewthingscomingupinthemarket.

Andanotherimportantfunctionofanadvertisementistheidentificationfunction,thatis,toidentifyaproductanddifferentiateitfromothers.Thiscreatesanawarenessoftheproductandprovidesabasisforconsumerstochoosetheadvertisedproductoverotherproducts.

2.3Howdoweclassifysomanykindsofadvertisements

Advertisementcanbeclassifiedbymedium（newspaper,TV,magazine,etc）

Advertisementcanbeclassifiedbyt