跨文化交际语境下的广告文本的翻译

The Translation of Advertising Text in the Context of Intercultural Communication

本文主要分析跨文化交际语境下翻译标准和翻译策略的改变。由于广告所具有的特殊功能,以及中西文化形态、风俗习惯及认知模式的差异,导致广告翻译不同于其他文体翻译。通过一些广告文本翻译中的例子,分析研究了广告翻译中蕴含的文化因素,以及在这些因素影响下如何改变翻译标准及策略。对比中英文化之间的诸多不同,并对跨文化交际理论该如何指导广告翻译实践进行了解读。

This paper aims to analyse the change in the advertising translation criteria and strategy under the context of intercultural communication. The special function of the advertisements and the differences in the eastern and western culture, customs and the cognitive model lead to the fact that the advertising translation are diferent from the translation of other texts. Based on the instances in the advertising translation, this paper analyses the cultural factors in the advertising translation and the change in the advertising translation criteria and strategy influenced by these factors. The paper compares the differences between the eastern culture and western culture, and explains how the theory of intercultural communication guides the practice of advertising translation.