广告翻译的跨文化视角

Advertising Translation in the Perspective of Cross-Culture

本文致力于探讨跨文化视角下的商业广告翻译问题。以成功的广告翻译案例为语料进行研究,对广告及其特点、跨文化翻译的基本内涵进行阐述;深入探讨"三美论"(音美、意美、形美)对跨文化广告翻译具备的指导意义;阐明翻译商业广告应注重跨文化视角的导向作用,并提出两种可借鉴的翻译原则。

This thesis focuses on the translation of commercial advertisement from cross-cultural perspective. The characteristics of advertisements and the fundamental connotation of cross-cultural translation are analyzed. The guiding significance of ＂Three Principles of Beauty＂ （ Beauty in Sense, Sound and Style ） and two useful principles in terms of cross-cultural advertising translation are then put forth by analyzing some successful cases.