摘 要

在全球贸易飞速发展、跨文化交际不断深化的国际背景下,商业全球化趋势，使广告传播面临新的挑战与机遇。而由于地理环境和历史渊源的不同，令各国形成了自己独特的文化背景，价值取向、思维方式、社会规范、语用规则等因素，成为跨文化交际的潜在障碍，并有可能会降低沟通效率，造成误解甚至文化冲突。跨文化交际学作为一门独立的边缘学科，正是在这样的时代背景下产生，并引起专家学者的高度重视。广告翻译不仅对企业开展成功销售、开拓国际市场至关重要,还关系着文化传播的有效性。广告语的翻译旨在促进异国消费者了解本国产品或服务，对产品和服务能够起到一定的促销作用。一般而言，广告翻译需注重广告文本信息的转换，也应对不同文化环境中受众人生观、价值观差异问题给予重视。而广告翻译者也应遵循大众审美特点，针对译语语言风格采取灵活的翻译模式，提升广告翻译在市场中的推广力度。

中华文化源远流长，食品作为文化输出的一个部分，承担着重要的角色。本文从跨文化交际的视角出发，对食品广告语的中英译文进行分析，并结合具体例子，探讨广告语的翻译策略，总结出跨文化视角下食品广告翻译需要考虑到的跨文化因素，提升广告语译文质量，帮助消费者全面了解产品。

关键词：跨文化交际；食品广告语；翻译方法

Abstract

With the rapid development of global trade and the deepening of intercultural communication, the trend of business globalization prompts theadvertisement communication to face new opportunities and challenges. However, due to the differences in geographical environment and historical origins, countries have formed their own inherent cultural backgrounds. Therefore, factors such as value orientation, the way of thinking,pragmatic principles and social norms have become promising barriers in intercultural communications, which may reduce communication efficiency, cause misunderstanding and even cultural conflicts. As an independent and marginal discipline,intercultural communication is generated in such a historical background and has attracted great attention from experts and scholars. Advertising translation is not only vital to the successful marketing of enterprises and the development of the international market, but also related to the effectiveness of cultural communication. The translation of advertising slogan aims to promote the foreign consumers to understand the domestic products or services, which can play a certain role in promoting the products and services. Generally speaking, advertising translation should pay attention to theconversion of advertising text information and to the differences in theaudience’s outlook on life and values in different cultural environments. In addition, advertisement translators should follow the aesthetic factors of the public and adopt flexible translation modes according to the language style of the target language, so as to enhance the promotion of advertisement translation in the market.

Chinese culture has a long history.Food, as a part of cultural output, plays an vital role.From the perspective of intercultural communication,this thesis analyzes the Chinese and English translation of food advertising language,discusses the translation strategies of food advertising language with specific examples, and summarizes the intercultural factors that need to be taken into account in the translation of food advertising from the perspective of intercultural communication, so as to improve the translation quality of advertising language and help consumers to have a comprehensive understanding of the product.

Key Words: Intercultural Communication; Food Advertisement; Translation Methods