从跨文化交际的角度看广告中的语用失误

A Study on Pragmatic Failures in Advertising Translation from the Perspective of inter-cultural Communication

由于文化差异,语用失误频繁出现在广告语翻译中,导致顾客对产品产生误解,在海外市场遇冷。笔者主要从跨文化交际的角度调查广告翻译中出现的语用失误情况,探讨语用失误根源并提出对策,旨在为广告语翻译提供帮助。

There are an increasing number of foreign students from varied cultural backgrounds learning Chinese in China for various reasons. However, owing to cultural differences, pragmatic failure, especially socio--pragmatic failure, frequently occur in their communication in Chinese. In light of the cultural source of pragmatic failures, it investigates pragmatic failure by foreign students learning Chinese, discusses the causes and provides countermeasures from the perspective of intercultural communication, aiming at providing a reference for Chinese teachers and help for foreign students learning Chinese.