研究文化差异对汉英广告翻译策略 -英文

A Study on Culture Differences in Chinese-English Advertisements and

Translation Strategies

摘要：广告用语中不仅包含所要宣传的产品的信息还包含着深刻的文化信息，不同国家的广告内含其国家特有的文化气息。所以，广告用语的翻译不仅仅是语言翻译也是文化翻译。在英汉广告翻译的过程中, 应当充分考虑中西文化之间存在的差异, 并且对文化因素进行恰当的处理，这样才能使得译文达到和原文相同的宣传效果。在英汉广告翻译的过程中应该采取多种的翻译策略，但“忠实对等”作为翻译的根本原则，在任何翻译活动中都不能完全缺席。广告语言具有自己独特的目的性的一面，但它同时作为语言的一种表现形式，也要受到人们的文化背景的制约，所以在英汉广告互译的过程中要注意多种翻译策略的结合使用。本文拟对英汉化妆品广告实例及其翻译策略分析来探讨英汉广告中的文化差异和翻译策略。

关键词：英汉广告翻译；文化差异；英汉化妆品广告；翻译策略Abstract: The language used in the advertisements not only reflects the detailed information of the advertised products but also the profound and rich culture of a country. So, the translation of the advertisements is not only the translation of language but also the translation of culture. In the translation of the advertisements, the translators should take the culture of the different countries into account, and make a proper disposal with the culture facts; only in this way can these advertisements gain the same or equal advertising effects. In the translation of the Chinese- English

advertisements the translators should adopt different kinds of translation strategies; however, “fidelity”as the most fundamental translation strategy should not be ignored in any kind of advertisement translation. The translation of advertisements has the special aim of being full of target, but as a form of language, it is also influenced by the culture content, therefore, in the translation of advertisements the translators should also take other translation strategy into consideration. In this paper, the author tries to probe into the culture differences which exist in translation of the Chinese- English advertisements and the translation strategies with the analysis of the some Chinese- English cosmetic advertisements and their translation.

Key words: the translation of Chinese- English advertisements; culture differences; the translation of Chinese- English cosmetic advertisements; translation strategies

I. Introduction (1)

1.1 Background of the present study (1)

1.2 Previous Studies and Summary of the Essay (2)

II. General Remarks on Advertising (4)

2.1 Definition of Advertisment (4)

2.2 Functions of Advertisements (4)

2.2.1 Marketing function (4)

2.2.2 Communication function (5)

2.2.3 Economic function (5)

2.2.4.Social function and educational function (5)

2.3 Characteristics of Advertisement (5)

2.3.1 Lexical features (5)

2.3.2 Syntactic features (6)

2.3.3 Rhetoric features (6)

III Cultural Differences in Advertisements (6)

3.1 Different value view (6)

3.2 Different custom (8)

3.3 Different aesthetic view ........................................................................................ (9)

3.4 Different taboos (10)

3.5 Different thought patterns (11)

3.6 Different history background (12)

IV. Translation Strategies of English Advertisements (13)

4.1 Liberal translation (13)

4.2 Free translation (14)

4.3 Transliteration (15)

4.4 Omission (16)

4.5 Creative translation (16)

4.6 Supplementary translation (17)