Advertisement Translation: A Cultural Perspective_英语论文

摘要

广告已成为人们生活不可或缺的一部分，它对人类的生活发展也起了重要的作用。由此可见，各种广告的竞争也十分激烈。企业有很多营销策略来解决产品销售问题，广告即是其中重要的手段之一。因为，一个好的广告能在目标消费者的心目中树立良好的品牌形象，最终促使他们购买商品。因此，对企业广告翻译的探讨成了一个重要的具有现实意义的问题。文化视角的翻译注重翻译的实用性，以译文功能为取向。文化视角的翻译认为翻译是跨文化的人类交际活动，有明确的目的性。在连贯原则、忠实原则中、目的原则中，目的原则是第一原则。本论文目的在于分析了解目的论对广告语翻译的指导意义，指出广告语英汉翻译中文化的影响，讨论了文化价值、历史背景、社会传统和审美心理等方面对广告翻译的影响，强调充分考虑广告目的，重视原文的文化内涵。从文化的视角来研究广告翻译有助于理解广告产品所蕴涵的文化信息和促进文化的沟通，从而实现产品价值的最充分的宣传和推广，使其吸引消费者，被消费者熟知和喜爱，最终达到广告翻译的预期目的。

关键词：广告  翻译  目的论  文化因素

Abstract

Advertisement has become an indispensable part in people's life. It plays an important role in the development of human life. The competition for advertisement is fierce. Companies have a lot of marketing strategies to win the advantageous position in marketing, and advertisement is one of the most important ways. Good advertisement can create a good brand image among the target consumer, and ultimately it drives them to buy goods. Therefore, the discussion of the advertisement Translation of enterprise is an important and realistic question. The translation of cultural perspectives is oriented towards translation and focuses on the practicality of translation. The translation of cultural perspectives suggests that translation is a cross-cultural human activity with a clear purpose. There are three rules in Skopos Theory that are Fidelity Rule, Coherent Rule and Skopos Rule，among which Skopos Rule is the principal one. This paper aims to analyze the guiding significance of Skopos Theory in E-C translation and put forward the influence of culture in translation. This paper also discusses the influence of cultural value, historical background, social customs and aesthetic psychology on the advertisement translation. It emphasizes that we should pay more attention to the cultural connotation of the original text and give full consideration to the purpose of advertisement on advertisement Translation. From the angle of culture, advertisement Translation can make for the understanding and communication of cultural information in products. So, it can obtain the most adequate publicity and promotion, product value attraction and finally achieve the expected purpose of advertisement translation.

Key Words: Advertisement; Translation; Skopos Theory; Cultural factors 

Contents

1.  Introduction 1

1.1 Research Background 1

1.2 Research Significance 1

1.3 Research Purposes 2 

2.  Advertisement Translation under the Guidance of Skopos Theory 4

2.1 Target Language Style 4

2.2 Reader’s Acceptance and Feelings 5

2.3 Target Language Culture 6

3.  Importance of Cultural Factors in Advertisement Translation 8

4.  Cutural Factors in Advertisement Translation.9

4.1 Cultural Values .10

4.2 Historical Background 11

4.3 Social Customs 12

4.4 Aesthetics and Consumption Psychology 13

5.  Conclusion 15

Bibliography 15

Acknowledgements 17