文化图式在汉英广告翻译中的构建

On the Construction of Cultural Schema in Chinese-English Advertisement Translation

针对汉英广告翻译中存在的文化图式重合、文化图式冲突和文化图式缺省的现象,提出了采用直译、替换翻译、创建新图式等翻译策略进行汉英文化图式转换,以实现英译广告与其汉语广告具有相同的宣传效果。

Based on their respective cultural backgrounds,different nations have constructed their distinctive cultural schema.And in the process of Chinese-English advertisement translation,there exist schema correspondence,schema conflict and schema default.In view of these situations,the paper proposes such translation strategies as literal translation,substitute translation and constructing the new schema respectively so as to convey the original effects of Chinese advertisements.