广告翻译中的文化形象转换

本文从接受理论出发探讨对英语广告汉译中文化形象的转换问题 ,提出文化转换的四种基本策略 ,即保留原语文化形象 ,替代原语文化形象 ,增添译语文化形象和删减原语文化形象。并指出文化形象转换在广告翻译中的重要意义。

This paper explores reception_theoretic inspirations for cultural image transfer in advertising English translation,and proposes four basic strategies for cultural image transfer,namely,preservation,substitution,addition and cancellation.The significance of cultural image transfer in advertising translation is also illustrated.