论英译广告中的文化适应

Cultural Compatibility in the English Translation of Advertisements

广告翻译不仅是语言形式上的转换,更是文化的沟通与理解。文化适应性是文化翻译的一个重要概念,它需要准确的原语文化意义(或涵义)把握;良好的目的语读者接受;适境的审美判断。英译广告应本着“功能相似”的原则向英语的行文习惯和广告模式靠拢,取得他们的文化认同和良好的销售业绩。英译广告中进行恰当的文化转换常用的方法有:音意结合法,转译法,仿译法,删减法。

Translation of advertisements is not only the transformation between languages, but also cultural communication and understanding. To promote the sale of Chinese products, the idea of cultural compatibility should be applied to the English translation of Chinese advertisements. Cultural compatibility, an important idea of cultural translation, refers to good comprehension of SL cultural meaning, good TL reader reception and good STL aesthetic judgment. To obtain successful cultural compatibility, the English ad translation should not be just word-for-word one, but, but correspond to their cultural habits and modes of ads under the guidance of ＂similar in function＂. The translated words should be a perfect integration of pronunciation, form and meaning. The usual ways for cultural translation in ads are： the combination of pronunciation with semantic meanings, transferred translation, imitated translation, and omitted translation.