摘要
在商品跨国销售的同时,随之出现的是广告语言的跨文化定位问题。广告的价值在于实现其呼唤功能,这一实现过程与目标人群的文化背景,民族情感密切相关。可用类似于翻译中的异化、归化方法来处理广告中的文化问题,不过这里的异化、归化具有更广泛的意义。
With the development of cross-regional and transnational commodity marketing, there appears the problem of cross-cultural orientation of Ad language. The value of Ads lies in the fulfillment of their vocative function, which is closely related to the cultural background and national feelings of target people. Like translation, similar foreignization and domestication can be adopted to deal with cultural problems in Ad language. However,foreignization and domestication here are of wider sense.
关键词
广告语言
异化
归化
跨文化定位
文化冲突
Ad language
Foreignization
Domestication
Vocative function
Cross-cultural orientation
