商务广告翻译中的文化差异及翻译策略

Cultural Differences in Business Advertising Translation and Translation Strategies

商务广告隶属于商业文体的亚文体,作为一种传播手段,有其独特的文体与风格,在商务活动中凸显其重要的作用。由于文化的差异,在源语市场环境下成功的商务广告在翻译成另一种语言时却很难达成理想的经济效果。本文从中西方不同的价值观,以伦理道德、思维方式以及审美观为切入点,剖析了文化差异对商务广告翻译的影响并提出相应的翻译策略。

Business advertising belongs to a sub-genre of busi-ness writing. As a means of transmission, it has its unique writing style, and plays an important role in business activities. Because of the cultural differences, it is difficult for business advertising which achieved success in the original language market environ-ment to achieve the ideal economic effect when translated into another language. This paper takes different values of the east and west, ethics, ways of thinking, customs and aesthetic con-cepts as the breakthrough points, analyzes the influence of cul-tural differences on business advertising translation and puts for-ward some translation strategies.