从跨文化交际的角度看广告语的翻译

A look into advertisement translation from a viewpoint of intercultural communication

本文试图从跨文化交际的角度来探讨广告语翻译的技巧。文章指出:同其他任何翻译一样,广告翻译也是一种跨文化交际活动。文化差异对广告翻译具有重大影响。广告翻译中的大多数问题涉及到文化的主要方面:不同的文化心理、价值观念、思维方式和审美观点。作者通过对英汉广告翻译中成功和失败译例的讨论,探讨这些文化差异对于广告翻译的影响以及如何避免由于文化差异引起的误译。

This paper attempts to study the techniques in advertisement translation from intercultural communication perspective. It points out that like any other translations, advertisement translation is also a kind of intercultural communication activity. Cultural differences have an essential bearing upon advertisement translation. Most problems in advertisement translation concern the core of culture: cultural psychology, values, way of thinking and aesthetic interest,varying between English and Chinese. This article discusses with carefully chosen examples how these cultural differences influence advertisement translation and how best to avoid mistranslations due to such differences.