EnglishChinese Advertisement Culture and TranslationWord文件下载.docx

1、KeyWords:Advertisement; cross-cultural; communication; differences; strategy; 摘要广告活动不仅是一种的经济活动，还是一种文化交流。在中国，广告的权威性定义是指中华人民共和国的广告法。广告指的是通过特定的媒体或者其他形式来推销产品或提供服务的商业广告，直接或间接的介绍他们的出售产品和提供的服务。广告文化是从属于商业文化的亚文化，自身又包含了商品文化以及营销文化。广告则是跨国界、跨文化的商品营销的宣传形式。中国的国际广告实施过程中，在广告语言的运用方面，翻译工作者起着举足轻重的作用，同时也面临着由于各国文化与语言差异所带

2、来的各种困难。国际广告的翻译显然不同于其它文体的翻译，译者需具备语言、社会文化、民俗、美学、心理学、经济学、广告原理等多方面的知识，翻译时也须采用新的策略。关键词: 国际广告;跨文化; 交流;差异;策略IntroductionChinese economy has already entered the world market. Advertisement which is a fundamental marketing tool plays an important role in Chinese economy. And it contributes much to the entran

3、ce of products sale and services to the world market. As a phenomenon of the market economy, the study of advertisement in the West has a history of more than thirty years. In contrast, the study of it in China is still in its infancy. Though a lot of articles and works have been done on the researc

4、h of advertisement these years, they are superficial. And the research of advertisement translation still remains blank except for several articles sparkling in journals. So it is necessary to do a study in this perspective. I will start with analyzing the differences of advertisement culture and th

5、e differences of language. Then continue to explore new strategies in the advertisement translation.I. The Overview of AdvertisementA. The Definition of Advertisement There are various definitions of advertisement according to different perspectives or purposes. Albert Lasker, the father of modern a

6、dvertisement, said advertisement was “salesmanship in print.” This saying indicates that the ultimate objective of advertisement is to sell. However, with the development of media and the expansion of the nature and scope of advertisement, this saying is quite limited.Encyclopedia Britannica defines

7、 advertisement as follows:“Advertisement is a form of communication intended to promote the sale of a product or service, to influence public opinion, to gain political support, to advance a particular cause, or to elicit some other response desired by the advertiser. Advertisement is distinguished

8、from other forms of communication in that the advertiser pays the media to deliver the message.”（Encyclopedia Britannica, Volume I, 1994）This definition extends the objective of advertisement to persuading people to do response. It indicates that advertisement is a form of communication, and it furt

9、her points out that advertisement is different from other forms of communication in that the advertiser pays the media to deliver the message.In this study, I shall use the definition put forward by William F. Arenas and Courtland L.Bovee, which is a quite comprehensive one: “Advertisement is the no

10、 personal communication of information, usually paid for and usually persuasive in nature, about products （goods and services） of ideas by identified sponsors through various media.We should comprehend this definition as below:（1）Advertisement is directed to groups of people rather than individuals

11、（no personal）. The groups of people are the intended or the target audience of the advertisement communication.（2）Most advertisement is paid for by sponsors, except some public service ads.（3）Most advertisement is intended to be persuasive to convince people to buy products or services, but some ads

12、 promote the images of enterprises.（4）The sponsor must be identified. It appears as trademark, brand name of products or services, or the name of an enterprise in the advertisement.（5）Advertisement reaches us through media.In China, the authoritative definition of advertisement is in the Advertisement Law of the Peoples Republic of China. “Advertisement” refers to “Any commercial advertisement, which a commodity oper