对文化语境的认知与广告语篇的英译

Cultural Context in C-E translation of Advertisements

文化语境是广告语篇"最高层次的语境",它分别由历史文化背景、社会规范和习俗及价值观等因素构成。要认知广告语篇的文化语境,就必须了解广告创作者所属人群的文化信息,创作者本身的人文态度以及受众或消费者群落的文化倾向。处理好文化语境与广告翻译的关系,采取正确方法达到成功的文化转换,是目前英译广告中亟待解决的问题。

Cultural context is ＂the highest level of context＂ for advertisement texts. It refers to the historical background, social conventions and customs as well as the value systems. To gain knowledge of the cultural context of an advertisement, it is essential to get to know the culture of the community where the advertisement copy writers belong as well as the cultural orientation of the target audience. The crux of a successful cultural transfer in advertisement translation is to obtain a sound understanding of the cultural context in advertisement translation and accordingly adopt the appropriate methods and strategies.