广告中的语言文化因素及翻译策略

The Influencing Factors in and Strategies of Ads Translating

汉、英广告各自依托和反映的语言、文化存在巨大差异。该文结合大量中、英文广告案例,分析研究了语音、语义、字形、修辞等语言因素及文化因素对广告创作及翻译的影响,并据此对广告翻译策略进行了一定的研究,提出广告英译必须了解广告内涵及商品特性、了解广告受众国的文化传统以及消费心理,并在此基础上进行创新的翻译。

Chinese and English advertisements lie on and reflect quite different language and cultural contexts. The production and translation of ads is restrained by many factors including linguistic ones, such as the phonetic, semantic, graphemic and rhetorical factors, and cultural factors. This article studied and analyzed some strategies of ads translation, and pointed out that it must be based on the knowledge of the ads＇ connotation and the commodities＇ characteristics, the understanding of the audience＇s culture background, tradition and consumer psychology, and the practice of pragmatic translation theory.