中英语言与文化差异对广告翻译的影响

Influences of Language and Cultural Differences on the

Advertising Translation

Abstract: Advertisement has become one of the most important products of culture in the modern age. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume products or service of a brand. Especially, advertising language is characterized by cultural and age background. Western languages are rule-dominated, while the Chinese is dominated by people. There are many differences in the structure of language, and when describe something in advertisement, Chinese tends to imagine, but English tends to preciseness. A good trademark translation embodies the perfect combination of translation technology and aesthetics. Different culture has different impact on advertising translation including history, value, and custom and so on. This paper gives a detailed analysis of advertisement translation, and some valuable examples.

中英语言与文化差异对广告翻译的影响

摘要：广告已成为一种非常重要的文化产品之一，在当今时代，广告已经成为不同地域之间的一种沟通的方式，它的方式通常是说服潜在客户购买或消费自己的产品和服务。更重要的是广告语言的特点是具有文化和时代背景。西方语言以规则为主导，而中国却以人为主导；由于语言结构的不同，当他们描述事物时，中文注重幻想，但英语注重准确。一个好的商标翻译体现了翻译技术完美结合，不同的文化在广告翻译中具有非常重要的影响，它包括历史，价值，习俗等。本文对广告翻译从语言和文化差异方面进行了详细分析，还有一些有价值的例子。

关键词：广告; 广告翻译; 文化; 语言

Contents

1. Introduction (2)

2. language impact of advertising Translation (3)

2.1 The differences of the structure of language in the Sino-British advertising (3)

2.2 the defferences of choosing the words (4)

2.3 the differences of pronunciation of the words in Sino-British advertising. (4)

3. The impact of culture on advertising Translation (5)

3.1 The impact of Historical and cultural on advertising translation (5)

3.2 Value reflected in the advertisement translation. (6)

3.3 Cultural custom impact on advertising translation (7)

4. Definition of domestication (8)

5.Conclusion (11)

6.Acknowledgement (12)

Influences of Language and Cultural Differences on the

Advertising Translation

1. Introduction

As to cultural products, advertising reflects the close relationship between language and culture directly. Advertising language is a special kind of art form which has profound cultural background. The trend of times also affects the language and culture n advertising and decides whether the translation and advertising effectiveness is good or bad. Therefore, the translator needs not only a solid foundation of language but also an in-depth understanding of the two different cultures. This paper analyzes the influence o f language and cultural differences on the advertising translation from the aspect of language, emphasis can be put on three areas: the structure of language, vocabulary