广告翻译中的跨文化因素及归化法的运用

Cross-cultural Elements and Theory of Adaptation in Advertising Translation

从东西方文化差异的角度出发,以消费心理、文化习俗、价值观、政治法律、礼貌原则、思维模式、词汇内涵及语言表述方式等方面为切入点,分析了跨文化因素对广告翻译的影响并探讨了如何合理运用归化翻译法弥合跨文化沟壑以实现广告的社会经济价值。

In terms of culture differences between east and west, this paper analyses the effects of cross-culture elements mainly regarding to the psychology of consumer, custom, values, politics and law, the principle of courtesy, thinking mode, connotation of words and language expressions in the advertising translation, then discusses how to use the theory of adaptation to bridge the cultural gap and achieve the social and economical values of advertisements.