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An Analysis on Cultural Differences in Advertising Translation

An Analysis on Cultural Differences in Advertising Translation
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摘要 Great opportunities together with great challenges are brought to the development of Chinese economy with the globalization of the world economy. Foreign businessmen want to share the market of China, while Chinese enterprisers with a broader sight have been thinking about selling products to international markets. Languages and cultures of different nations have their own characteristics. In order to communicate with each other, human beings must make use of the methods of translation.Thus, it shows that translation, which is a social activity of inter-language, inter-culture and inter-community, is linked closely to culture. Meanwhile, the features of translation represent similarly in advertising translation. Generally speaking, when doing advertising translation, it can not only focus on language differences between the two sides, but also pay attention to cultural differences. Or else it would be difficult to translate satisfying advertisements.By taking examples from Chinese-English and EnglishChinese, this paper compares the different aspects between Chinese and Western thinking sets, traditional ideas and values in order to reflect differences of advertising translation based on different cultures. Finally, it will sum up some strategies of inter-cultural advertising translation. Great opportunities together with great challenges are brought to the development of Chinese economy with the glo-balization of the world economy. Foreign businessmen want to share the market of China, while Chinese enterprisers with a broader sight have been thinking about selling products to international markets. Languages and cultures of different nations have their own characteristics. In order to communicate with each other, human beings must make use of the methods of translation. Thus, it shows that translation, which is a social activity of inter-language, inter-culture and inter-community, is linked closely to culture. Meanwhile, the features of translation represent similarly in advertising translation. Generally speaking, when doing ad-vertising translation, it can not only focus on language differences between the two sides, but also pay attention to cultural differ-ences. Or else it would be difficult to translate satisfying advertisements.By taking examples from Chinese-English and English-Chinese, this paper compares the different aspects between Chinese and Western thinking sets, traditional ideas and values in order to reflect differences of advertising translation based on different cultures. Finally, it will sum up some strategies of inter-cultural advertising translation.
作者 高雅
机构地区 江苏师范大学
出处 《海外英语》 2014年第16期106-108,112,共4页 Overseas English
关键词 CULTURAL DIFFERENCES ADVERTISEMENT TRANSLATION met cultural differences advertisement translation methods
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