跨文化传播视野下的广告翻译实践探析

On the Advertising Translation from the Perspective of Intercultural Communication

广告翻译越来越多地与跨文化传播联系到一起。跨文化传播研究成果深刻地揭示出广告翻译实践中存在的障碍:忽视英汉文化价值观差异、忽视英汉思维模式差异,以及翻译的忠实性问题。为增强广告的跨文化传播效果,本文提出广告翻译应注重英文广告的功能。在分析最佳关联理论和跨文化传播研究的基础上,本文提出了改善文本广告译介效果的翻译策略。

Now,advertising translation is increasingly associated with intercultural communication. From the perspective of intercultural communication,the problems in the process of advertising translation include: ignorance of the differences in cultural values across different languages,ignorance of cultural thinking modes across different languages,and the question of loyalty in translation. To achieve better effect in adverting translation,the present paper proposes to emphasize on the function of advertisement in English. Further,in the light of the analysis on the principle of optimal relevance and intercultural communication studies,this paper proposes some strategies in advertisement translation.