摘  要

随着全球经济一体化趋势的加快，国内外商品交易日益频繁。作为不同地域之间交易的一种沟通方式，广告往往能说服潜在顾客购买或消费商家的产品和特定服务。目前，英汉广告和广告翻译正日渐受到国内外越来越多的专家和学者的关注。许多因素都影响着广告翻译，然而不同民族的文化差异是影响广告翻译的一个核心因素。只有在进行广告翻译过程中注重文化差异的影响，才能使广告达到既能促销产品又能进行文化交流的效果。本文从社会历史背景差异，文化价值差异，时间导向以及思维方式差异等方面来探讨文化差异对广告翻译的影响。另外，本文还介绍了针对文化差异有效的广告翻译策略，包括文化导向，意译法，套用法等，从而使广告能在不同语言文化背景下也能将其作用发挥地淋漓尽致。

关键词：英汉广告；文化差异；翻译策略
 
Abstract

With the accelerating trend of the global economic integration, domestic and international trades are increasingly frequent. As a way of communication of different regions’ trades, advertisement typically attempts to persuade potential customers to purchase or to consume products or service of a brand. At present, English and Chinese advertisements and advertising translation attract more and more experts’ and scholars’ attention from domestic and overseas. There are various elements influencing advertising translation. Cultural differences in different countries are the key elements which influence the advertisement translation. It is widely acknowledged that cultural differences must be paid attention to advertising translation in order to reach the ultimate goals of purchasing the products or providing special services and promoting cultural exchanges. This paper tries to analyze the influence of cultural differences on advertising translation from the aspects of different historical backgrounds, different cultural values, different time orientation and different thinking patterns. In addition, the study also introduces some effective and targeted principles and strategies of advertisement translation to cultural differences, including cultural orientation, liberal translation, and replacement translation, so that advertisements would play a significant role in translation within different cultural backgrounds.

Key words: English and Chinese advertisement；cultural difference；strategy of translation

1 Introduction
With the enhancement of reform and opening up policy and the commercialization of society, globalization of economy has brought us opportunities and challenges. More and more foreign commodities have been flooding into China, so are the Chinese products into international markets. In order to make people identify the product, draw their attentions and persuade them into buying it, most of sellers use advertisement to publicize their products. Advertisements provide a valuable service to society, because it defines the meaning and the role of products, services for consumers. It indicates the differences that exist between brands of products and alternative services, as well as the distinguishing characteristics of companies.