广告翻译中的文化缺省及补偿策略探析

Analysis of cultural default and compensation strategies in advertising translation

作为一种跨文化交际活动,广告翻译不仅仅是语言符号的转换,更是不同文化之间的碰撞。本文通过分析典型的广告翻译实例,探讨其中的文化缺省现象及相关补偿策略,以期能够最大限度地跨越广告翻译中的文化障碍,从而获得交际的成功。

As a kind of intercultural communication, advertising translation is not only the conversion of the language symbol, but also the collision between different cultures. In this paper, through the analysis of typical examples of advertisement translation, to analyze the cultural default phenomena and related compensation strategies, in order to maximize cross cultural barriers in the translation of advertisements, so as to achieve successful communication.