跨文化交际下的广告翻译研究

Research on the Advertisement Translation in Cross-cultural Communication

跨文化交际背景下,广告翻译作为商品广告不同消费市场的直接体现形式,其翻译水平与消费者的购买欲望有直接联系。一般而言,广告翻译需注重广告文本信息的转换,也应对不同文化环境中受众人生观、价值观差异问题给予重视。而广告翻译者也应遵循大众审美特点,针对译语语言风格采取灵活的翻译模式,提升广告翻译在市场中的推广力度。本论文通过对广告、跨文化交际相关概念论述,分析了跨文化交际下广告翻译的原则,并提出了跨文化交际下广告翻译的主要途径。

In the context of cross-cultural communication,advertisement translation is the direct manifestation of commercial advertisements in different consumer markets. Its translation level has a direct connection with consumer ＇s purchasing desire. Generally speaking,advertisement translation should be paid attention to the conversion of advertising text information and the outlook-on-life differences and value divergences of audiences in different cultural environment. Translators for advertisement should follow the aesthetic characteristics of the public and adopt flexible translation modes according to target language style,in order to promote products through advertising translation.By discussing the relevant concepts of advertisement and cross-cultural communication,this paper analyzes the principles of advertisement translation and puts forward main methods of advertisement translation in intercultural communication.