摘要

广告翻译既是语言翻译，也是文化翻译。在英汉广告翻译过程中，应充分考虑中西文化差异。在广告翻译中，要在熟悉并尊重译文读者的社会文化和生活习惯的基础上，使商品符合该国消费者的文化背景，使译文读者能得到与原文读者同样的信息，以达到推销商品的目的。由于地域不同，中西方在世界观、价值观、思维方式等许多方面都存在很大差异，因此，译者应了解其深层文化内涵。本文将从文化的视角研究了英汉广告翻译中的文化差异。基于以上文化差异，作者提出了广告翻译应遵循的原则和广告翻译的策略和方法。

关键词：广告；文化差异；翻译策略；翻译原则

Abstract

    Advertising translation is not only a language translation but also a cultural translation. In the translation process, we should give full consideration to the differences between Chinese and Western cultures. In order to achieve the purposes of promotion, commodity should be made to conform to the consumer's cultural background and make the readers get the original information on the basis of being familiar with and respecting the readers' social culture and lifestyle. Due to the different living enviroments, the world views, values and thinking modes present great differences between Chinese and Western cultures. Therefore, the translator should understand their deep cultural connotation. This thesis will study the culture differences in Chinese and English advertising translation from the culture perspective. Basing on those cultural differences, the author gives some principles, strategies and methods in translation.

Key words: advertising; culture differences; translation principles; translation strategies

1. Introduction

    With the developent of economic globalization, goods flow more freely in the world market. More and more products need to be exported and imported. International advertising translation becomes an inevitable trend, among which translation between English and Chinese plays the prominent role. Unlike the creation of advertisements in domestic market, international advertising translation is far from being satisfying. Poor translations appear from time to time, especially those from Chinese to English. As is known, when a product is launched into a new market, advertisement will usually reach there first and make the product known to the local people. Poor translations will mar the product image and affect consumer's curiosity to see the product, not to mention buy the it. Therefore, a good translation is the prerequisite condition for a successful launch of product in the new market.