文化交往视角下商业广告的翻译原则与策略分析

An Analysis of the Translation Principles and Strategies of Commercial Advertisements From the Perspective of Cultural Communication

中西方文化交往已成为当今世界发展的主题,作为一种观念文化,商业广告是连接企业与海外市场的必要通道,在一定程度上决定着企业的海外收益与形象。商业广告的翻译受到文化交往规律影响,其翻译工作被视为多种文化元素的融合与交往。文章将商业广告翻译置于文化交往视角之中,以商业广告汉译英为中心进行分析与研究。

Cultural exchanges between China and the West have become the theme of the development of the world.As a kind of conceptual culture,commercial advertising is a necessary channel to connect enterprises with overseas markets and,to a certain extent,determines the overseas earnings and image of enterprises.The translation of commercial advertisements is influenced by the rules of cultural communication,and its translation is regarded as the integration and communication of various cultural elements.This paper focuses on the translation of commercial advertisements from the perspective of cultural communication,focusing on the Chinese-English translation of commercial advertisements.