商务广告英汉互译中的文化过滤现象研究

Cultural Filtration in Advertising Translation between English and Chinese

商务翻译是一个跨文化交际过程,由于源语与译语之间存在不同的文化背景、语言表达习惯和审美习惯,译者就会对源语信息进行有选择性、有创造性的过滤,以符合译语读者的语言表达习惯和审美习惯。通过分析商务英汉互译中广告类文本,发现文化过滤在商务广告英汉互译过程中主要以借用、解释和替换这三种形式体现。

In business translation, a process of intercultural communication, translators will selectively and creatively filter the information of source language due to the different cultural backgrounds, language expressions and aesthetic habits between source language and target language, to conform to the language expressions and aesthetic habits of target readers. Through the analysis of advertising texts, it is concluded that the three forms of cultural filtration in advertising translation between English and Chinese are borrowing, explanation and replacement.