從中西文化差異視角探究中西廣告語的翻譯特征

Abstract

Advertisement translation is a distinct and unique language style, and its irreplaceable social pragmatic function has become an important subject of social pragmatics research. More importantly, advertisement translation highlights the differences in traditional culture between China and the West. Advertisement is subordinate to the commercial culture of sub-culture, a certain cultural traditions and beliefs and values will penetrate into this cultural carrier, reflecting the different countries of different national characteristics and personality. The acceleration of the globalization process has led to an acceleration in the globalization of marketing, which has led to an increasing spread of cross-cultural advertising. The purpose of the advertising language is to persuade the target consumers to buy their products or services, then fully understand the differences between Chinese and Western culture which has been a pivotal task. The process of translation is not only the process of language conversion, but also reflects the different characteristics of different cultures. The paper focuses on the characteristics and the translation of advertisements from the Perspective of sino- western cultural differences. Under the guidance and analysis the adaptation-relevance theory, the paper tries to give detail explanation to the characteristics of sino-western cultural differences and its impacts in advertisements. The paper also give some useful strategies in solving the problem of advertisement translation . The research of the paper has significant role in giving suggestions on the advertisement translation due to the sino-western cultural differences. 

Key Words:Advertisement translation; Relevance- relevance theory; Cultural differences

摘  要

   廣告翻譯是一種獨(dú)特而獨(dú)特的語言風(fēng)格，其不可替代的社會語用功能已成為社會語用學(xué)研究的重要課題。更重要的是，廣告翻譯突顯了中西傳統(tǒng)文化的差異。廣告從屬于次級文化的商業(yè)文化，獨(dú)特的文化傳統(tǒng)和信仰價(jià)值觀將滲透到廣告這種文化載體中，反映出不同國家的不同國家特色和個(gè)性。全球化進(jìn)程的加速導(dǎo)致了營銷全球化的加速，導(dǎo)致了跨文化廣告的日益擴(kuò)大。廣告語言的目的是說服目標(biāo)消費(fèi)者購買他們的產(chǎn)品或服務(wù)，然后充分了解中西文化的差異。翻譯過程不僅是語言轉(zhuǎn)換的過程，而且反映了不同文化的不同特征。本文從中西文化差異視角著重于廣告的特點(diǎn)和翻譯。在順應(yīng)關(guān)聯(lián)理論的指導(dǎo)和分析的基礎(chǔ)上，本文嘗試詳細(xì)解釋中西文化差異特征及其對廣告的影響。本文還為解決廣告翻譯問題提供了一些有用的策略。本文以期對中西文化差異的廣告翻譯提出了建設(shè)性意見和建議。

關(guān)鍵詞：廣告翻譯; 關(guān)聯(lián)順應(yīng)理論 ; 文化差異;

目錄

Abstracti

摘  要ii

Ⅰ. Introductioniii

1.1 The Background of the studyiii

1.2 the significant of the studyiv

1.3 Framework of the paperv

Ⅱ.literature Reviewv

2.1 the research home and abroadv

2.2 the adaptation-relevance theoryvi

Ⅲ. The Exploration of the Characteristics of Sino-western Cultural Differences and its Impacts in Advertisementsviii

3.1 Differences in cultural valuesviii

3.2. Differences in mind setting and viewpointsix

3.3 Differences in National charactersix

Ⅳ. The strategy for Advertisements Translationx

4.1.literal translationx

4.2.free translationx

4.3. Imitation and creationxi

Ⅴ.Conclusionxi

References:xii