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| 中美语言文化差异对商业广告翻译的影响 The Impact of Languages and Cultural Differences between China and America on Advertising Translation 摘 要 随着中国加入WTO，国门越来越开放，很多国内商品被出口到国外，同时很多国外商品也被进口到国内。怎样有效的将国内外产品更好推进目的市场，翻译其广告语起着至关重要的作用。但很多在本国销售的很好的商品在投入目标市场后却一度低迷，归根结底是因为在把商品投入目标市场时，商家没有有效的根据目标市场的文化情况来翻译其广告语。然而，参考相关文献资料发现目前关于对广告翻译影响的研究，要么仅仅局限于翻译的方法，要么仅仅局限于笼统的文化差异。本文主要是针对中美两国之间的文化差异来分析研究其文化差异对广告翻译有哪些影响。论文分析了在中美两国贸易越来越频繁的情况下，中美两国之间存在哪些文化差异，并对这些文化差异对两国贸易的影响，尤其是对两国进出口商品的广告翻译的影响进行了详细的阐述。作者试图探索出在此影响下翻译工作人员应如何培养良好的翻译素质，使中美之间的文化差异尽可能的减少对广告翻译的影响。 关键词：广告翻译；中美文化差异；影响 Abstract With China's entry into WTO, the country is getting more and more open.A lot of domestic goods are exported to foreign countries,while many foreign goods have been imported into the country. How are domestic and foreign products promoted to target market effectively?Translating its advertising slogan plays a vital role.Many merchandises sell well in its own country,but the sales are not good when putting it into the target market. Sellers did not translate their advertising slogan well because they had notdo a research of its culture when launching the commodity into target market. However, after referring to the relevant literature,the author finds that the current research of the impact of advertising translation either is confined to the translation methods, or confined to general cultural differences. This thesis mainly discusses about the cultural differences between China and America to analyze what the impact of cultural differences on advertising translation. Since the bilateral trade between China and America is getting more and more frequent, this thesis wants to find out what cultural differences exist betweenthese two countries, and figures out what the impact is on trading,especially the impact on advertising translation of commodities between these two countries. The author tries to explore how translators develop translation skills under that impact, so as to minimize the impact of cultural differences between China and America on advertising translation. Key words: advertising translation; culture differences between China and America; impacts Table of Contents 摘 要 I Abstract II 1 Introduction 1 2 Advertising Translation 2 2.1 Definition of Advertising 2 2.2 Advertising Translation 2 2.3 Challenges of Advertising Translation 3 3 Cultural Differences between China and America 4 3.1 Definition of Cultural Differences 4 3.2 Cultural Differences between China and America 5 3.2.1 Different Values 5 3.2.2 Different Historical and Cultural Backgrounds 5 3.2.3 Different Consumers’ Psychologies 6 3.2.4 Different Languages 6 4 Impacts on Advertising Translation 6 4.1 Ambiguity of Advertising Information 7 4.2 Imprecision of Advertising Information 8 4.3 Contradiction of Advertising Information 9 4.4 Distortion of Advertising Information 10 5 Conclusion 11 References 13 |
