跨文化视角下的汽车广告语翻译策略

Cross-cultural Perspectives on Translation Strategies in Automotive Advertising

在当代汽车行业的全球化市场背景下,有效的广告语跨文化翻译对于品牌成功至关重要。本文探讨了汽车广告语翻译面临的主要挑战,如语言多义性、文化差异性,以及数字媒介的影响,并提出了相应的策略以提升翻译的创意转化能力和跨文化交际效果。文章强调,通过提高译者的文化敏感度、采用创意性的本地化调整,以及利用现代技术工具,可以有效地克服这些挑战,实现广告语的精确传递和文化共鸣,进而增强全球消费者的品牌认知和互动参与,为汽车品牌在全球市场的成功竞争提供支持。

In the context of the globalized market of the contemporary automotive industry,effective cross-cultural translation of advertising slogans is crucial for brand success.This paper explores the main challenges faced by the translation of car advertising slogans,such as linguistic ambiguity,cultural differences,and the influence of digital media,and proposes corresponding strategies to enhance the creative transformation ability of translations and the effectiveness of cross-cultural communication.The paper emphasizes that by increasing translators’cultural sensitivity,adopting creative localization adjustments,and utilizing modern technological tools,these challenges can be effectively overcome.This ensures the accurate conveyance and cultural resonance of advertising slogans,thereby enhancing global consumers’brand awareness and interactive participation and providing support for the successful competition of automobile brands in the global market.