商务广告雕策略及经济效益分析

Analysis of Business Advertisement Translation Strategy and Economic Benefit

随着国际贸易竞争越来越激烈,一个成功的商务广告能够引发消费者的购买欲望,扩大销售渠道,促进经济效益提高。在这样的背景下,商务广告翻译也愈加受到重视。商务广告翻译需要将源语言的文化背景移入到目标语言当中,使目标语听众理解并接受,从而实现商品文化价值与商业价值的互利共赢。因此,本文从文化角度分析商务广告翻译对经济效益的影响,通过案例分析法并结合目的论对商务广告中含有的跨文化特征进行分析,提出了基于文化融合和契合本土文化的翻译策略,以期为实现商务广告翻译经济效益最大化提供参考。

In the background of international competition,a good commercial advertisement can arouse customers'desire to buy,expand the sales channels and improve economic benefits.Therefore,the translation of commercial advertisement is attached to more importance.The cultural background of source language should be integrated into the translation of commercial advertisement and understood and accepted by the target language audiences,thus achieve mutual benefits and win-win results between commercial value and cultural value.From the perspective of culture,this paper analyzes the influence o£commercial advertisement translation on economic benefits,the cross-cultural characteristics of commercial advertisements through case analysis combined with Skopos Theory,and proposes the translation strategies based on cultural integration and fitting with the local culture to provide reference for maximizing the economic benefits of commercial advertisement translation.