摘要

广告翻译是一个涉及到跨文化交际的问题，如何在广告中正确处理源语文化和目的文化之间的关系是翻译的关键。本文拟从归化和异化的角度讨论广告翻译。作为一种特殊的语篇体裁，广告有自己的语言特点，本文从归化与异化的概述出发，分析归化与异化的优缺点，阐述了文化差异是归化与异化产生的根本原因，没有文化差异，就没有归化和异化的存在。本文通过对翻译实践中的典型实例进行分析和归纳，得出异化和归化不是矛盾的，而是互为补充的，在广告翻译中不仅可以运用归化与异化，还可以运用二者相结合的翻译方法的结论。

关键词：广告翻译；归化；异化；翻译策略

Contents

摘要 i

Abstract ii

Acknowledgements iii

1 Introduction 1

1.1 Background of the Study 1

1.2 Introduction to Advertising Translation 1

1.3 Research Objectives of the Sduty 2

1.4 Structure of the Study 3 

2 Literature Review 4

2.1 Studies on Domestication and Foreignization at Home 4

2.2 Studies on Domestication and Foreignization Abroad 5

3 Domestication and Foreignization 6

3.1 Domestication 6

3.1.1 The Definition of Domestication 6

3.1.2 The Advantages and Disadvantages of Domestication 6

3.2 Foreignization 7

3.2.1 The Difinition of Foreignization 7

3.2.2 The Advantages and Disadvantages of Foreignization 7

3.3 Causes of Domestication and Foreignization 7

4 Domestication and Foreignization in Advertising Translation 10

4.1 The Application of Domestication 10

4.2 The Application of Foreignization 12

4.3 The Application of Domestiocation and Foreignization 14

5 Conclusion 15

5.1 Summary of the Paper 15

5.2 Limitation of the Paper 16

Reference 17