英汉广告文化和翻译8

英汉广告文化和翻译8

某某大学

本科生毕业论

文

英汉广告文化和翻译

学生姓名：某某指导老师：某某

院（系）：外语学院

年级专业：英语某届

完成日期： 2012年3月3日

English-Chinese

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Culture and Translation

Abstract

Advertising is a particular need to, through some form of media,

the public and the extensive transmission of information to the public means of publicity. Advertising has the branch of broad sense and narrow sense , Advertisement is not only an economic activity，but

also a cultural communication . In China，the authoritative definition of advertisement is the Advertisement Law of the People's Republic of China . "Advertisement" refers to "Any commercial advertisement , which passes certain media or forms , directly or

indirectly introducing their commodities being sold or services being provided" . The translator is in important position to apply advertisement languages . At the same time , they confront any kinds of difficulties , because of the different culture and language if different counties . In evidence , the translation of the advertisement is different from the other stylistics . The translator should have universal knowledge including language , culture of society , folkway , aesthetics , psychics , economics and advertisement's principle . At the same time , the translators also adopt new strategies when they translate . Advertisement culture includes the culture of goods and the culture of market . The advertisement is a propaganda form which is the sales of commodity of cross-nation and cross-culture .

Key Words : Advertisement ; cross-cultural ;

communication ; differences ; strategy ;

摘要

广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。广告有广义和狭义之分，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服务。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来的多种困难。国际广告的翻译显然不同于其他文体的翻译，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。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。

关键词：国际广告；跨文化；交流；差异；策略

Contents

Abstract........................................... .. (2)

Key Words.............................................. .. (3)

摘要................................................. (3)

关键词................................................. .. (4)

Introduction....................................... (7)

I . Advertisement (8)

A The Definition of Advertisement (8)

B .The Classifications of Advertisement (8)

C . The Functions of Advertisement (10)

II . The Effects of Language (10)

A . The Form of Character Differences (10)

B . Trope Differences (11)

C . Sound Difference (11)

D . Semantic Difference (12)

Ⅲ. The Effects of Culture (12)

A . Different Psychology Construction (12)

B . Different Region Environment and Human Environment (12)

C . Different Cultural Values (13)

Ⅳ . The Effects of other Factors (13)

A . Cultural Barriers (13)

B . Laws and Regulation (14)

Ⅴ. Marketing Strategy (14)

A . The Cultural (15)