A Study on Translating Skills of Commercial Advertisement from Differences among Chinese and American Culture_英语论文

摘要

在经济全球化的今天，商业广告宣传变得越来越普遍。在此同时，各国企业都面临一个共同问题——由文化不同导致的商业广告的差异。广告翻译，实质上我们可以称为是一种跨文化交际活动，其中融入了语言翻译和文化翻译。由此看来，掌握和了解各种各样的翻译技巧是有必要的。本文就从中美文化差异的角度解析商业广告的翻译技巧，主要是根据不同的翻译需求来进行三种典型翻译，分别是直译、意译、套译。从功能定位上，语言审美上，文化矫正上入手。之后又举出了一些其它的的翻译技巧，如创译法、增补法、浓缩法。以此来证明不同的商业广告需要不同的翻译技巧，使其更贴近顾客的追求，达到商品宣传的最佳效果。

关键词：文化差异；翻译技巧；商业广告

Contents

摘  要 I

Abstract II

1 Introduction 1

2 Relationship between Advertisement Translation and Culture 2

2.1 Relationship between Language and Culture 2

2.2 Relationship between Language and Advertisement Translation 3

2.3 Relationship between Advertisement Translation and Culture 3

3 Main Cultural Values in Chinese and American Commercial Advertisement 4

3.1 Individualism and Collectivism 4

3.2 Authoritism and Realism 6

4 Translating Skills of Commercial Advertisement from Differences among Chinese and American Culture 7

4.1 Direct Translation 7

4.1.1 Language Aesthetic Translation 8

4.1.2 Cultural Rectification Translation 8

4.2 Free Translation 8

4.3 Replacement Translation 9

4.4 Other Translations 10

4.4.1 Creative Translation 10

4.4.2 Supplementary Translation 11

4.4.3 Condensed Translation 11

5 Conclusion 12

References 13