英汉文化差异下的广告翻译

Advertising Translation in Cultural Differences

广告作为一种应用语言,是现代社会中信息传播的媒介方式。广告翻译是不同文化的交流,是跨国文化的商品营销宣传活动。当今东西方文化交流中,往往由于英汉文化差异引起广告翻译的差异。因此做好广告翻译应把握原则和灵活的技巧与策略,以收达意传神等社会实效。

Advertisement, being a manifestation of language in action, is a medium of communication and information in modern society. The importance of international advertising translation is strengthened by globalization and economic integration. Differences reflected in advertising translation due to the differences of two cultures are discussed. In order to achieve great advertising effect, such as emotional imitation, translators should hold principles well in hand in translation, and adopt flexible translation strategies basing on these differences.