文化视角下的广告翻译策略

Translation Strategies of Advertisements from a Cultural Perspective

广告是一种营销手段,也是一种以文化为载体的传播活动。广告与文化密不可分。本文从文化的视角出发,阐述英汉广告翻译在物质文化、制度文化和心理文化方面所体现的差异,提出广告翻译应以奈达功能对等理论为指导,遵循文化对等和劝购功能对等的原则,并结合实例分析实现对等原则的翻译策略。

The advertisement is a tool for sales promotion and also a transmitting activity which takes culture as a vehicle.The advertisement is closely related to culture.This paper attempts to analyze the differences in translation of both English and Chinese advertisements in terms of material culture,institutional culture and mental culture.It proposes that advertisement translation should take Nida's functional equivalence as guidance,and follows the principle of cultural equivalence and persuasive-functional equivalence.Moreover,based on the analysis of certain examples of advertisements translation,this paper proposes specific translation strategies so as to achieve the above-mentioned equivalence.