广告翻译中的文化策略

Cultural Strategies Adopted in Advertising Translation

广告翻译既涉及语言转换,又涉及文化信息的传递,而后者往往会给译者造成更大困难。从文化差异、广告翻译的目的着手,结合众多实例,可以探讨英汉广告互译中如何处理文化信息,在广告翻译中可采用保留或重视原语文化信息、替换原语文化信息、增添译语文化信息、对原语文化信息进行删减四种基本文化策略。

Advertising translation involves language conversion and, more often than not, cultural information, which often poses even greater difficulties for translators. From the transmission of the perspectives of cultural differences and translation purpose, this paper, based on a detailed analysis of numerous examples of E/C translation, probes into the treatment of cultural information inherent in the advertisements. And it proposes there are four basic cultural strategies to adopt in advertising translation.