东西方文化差异在广告中的体现及翻译策略

The Presentation of Cultural Differences Between English and Chinese in Ads and Strategies Employed in Translating Ads

本文探讨了英汉文化在社会制度、民风习俗、宗教信仰、价值观念等方面的差异以及在广告中的体现。分析了如何在英汉广告互译中通过语义对等的选择、语用对等的选择和仿拟技巧的运用来再现原文的表现力和感染力,从而实现等效翻译这一最终目标。

This paper first studies the presentation of cultural differences between English and Chinese in ads which can be found in such aspects as social system, local customs, religious beliefs and price value, etc. The ultimate goal of equivalent translation as well as the expressiveness and appeal of the original ads can be achieved through the right choice of semantic equivalence, pragmatic equivalence or parody in the translation of ads either from English into Chinese or vice versa.