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| 文化维度视角下的广告翻译策略 A Study on Advertisement Translation Strategies from the Perspective of Hofstede’s Cultural Dimensions theory Abstract With the development of the international trade, business communication is becoming more and more frequent. Because of the competitive domestic market, some enterprises gradually enter into the international market to find chances. Advertising, a sales promotion means of marketing, has became more and more important. Therefore commercial advertisement will increasingly affect people’s live, and more advertising translation activities will be organized. Advertising translation is a cross-cultural communication activity. Its uniqueness and cultural characteristics determined the specificity of advertisement translation. This article is based on the Hofstede's cultural dimensions theory. Hofstede's cultural dimensions theory is a framework proposed by Holland psychologist Hofstede for measuring the cultural differences. At first, four basic dimensions were proposed by Hofstede : individualism-collectivism, masculinity-femininity, power distance and uncertainty avoidance. In 1991, Hofstede added a fifth dimension, long-term orientation.And in 2010, the sixth dimension was put forward, indulgence versus self-restraint. Hofstede's cultural dimensions theory is very useful in advertisement translation because it defines national values not only in general but in business context. As interpreters try to translate the commercial advertisement, they have to understand not only the performance of products but also the specificity of cultures. This article aims at exploring the principles, criterion, and methodology of the international advertising translation from the perspective of cultural dimensions, applying the Hofstede's cultural dimensions theory to the translation of advertisement. The reason why advertising translation is distinct from literary translation is because of its specific commercial purpose and status of the target culture and audience. Translation that can best help promote sales in the target cultural environment are the most appropriate way to translate the original text. In this article some cases will be analyzed and then seek the targeted ways to improve the quality of translation. This article is hoped to give some suggestions on the translation of commercial advertisement for translators. Key words: advertisement；advertising language; advertisement translation; cultural dimension; cross-cultural communication |
