Abstract:

With the trend of economic globalization rising rapidly, the circulation of commodities among different countries and regions is appearing more and more frequent. As a result, the advertisement translation is getting more and more important. Advertising aims at attracting readers’ attention and achieving the final goal of triggering purchasing action. The cultural differences of English and Chinese cultures have important impact on the effects of advertising. Language is an important part of culture. And the differences in characteristics of different advertising languages also weigh heavily in cultural differences. From the point of the characteristics of advertising English in vocabulary, syntax and rhetorical devices, this paper makes an analysis of the influences of cultural differences on advertising English. From another point of the differences in cultural values and aesthetic standards, this paper makes an analysis of the influences of cultural differences on advertising translation. Based on the characteristics of advertising English and the differences of English and Chinese cultures in cultural values and aesthetic standards, this paper studies on the strategies for translating Chinese advertising into English advertising.

Keywords: cultural differences；advertising English； translation

摘  要：

随着经济全球化的迅猛发展，不同国家和地区之间的商品流通越来越频繁，广告翻译显得越来越重要。广告的目的是吸引读者注意力，最终促成消费者的购买行为。中英文化差异对有效发挥广告的作用有着重大影响。语言作为文化的一个重要部分，不同广告语言的特点也是文化差异的重要组成部分。本文一方面从广告英语在词汇、句法和修辞方面的语言特点研究文化差异对广告翻译的影响，另一方面从中英文化在价值观和审美观上的差异研究文化差异对广告翻译的影响。本文综合广告英语语言特点和中英文化在价值观和审美观上的差异探讨了中文广告译为英文广告的翻译策略。

关键词：文化差异；广告英语；翻译

1 Introduction
Advertisement is closely related to the sales volume of a product. In the period of commodity economy and with a wealth of abundant information, advertisement has been in every corner of people’s daily life and has become an integral part of people’s daily life. The economic intercourse among China and other countries is becoming more and more frequent. Thus the advertising translation between Chinese and English languages is unavoidable. The cultural differences of English and Chinese cultures bring some difficulties to translating Chinese advertising into English advertising. From the perspective of advertising, the cultural differences of English and Chinese cultures are expressed in the different characteristics of advertising languages and the differences in cultural values and aesthetic standards in advertising. The translated English version of Chinese advertising must be in accordance with the language characteristics of advertising English and must be in correspondence to the cultural values and cultural aesthetic standards in the target-culture. Complying with the characteristics of advertising English and the cultural values and aesthetic standard in English culture is an effective way to make the translated advertising  play full role in promoting the sales of products by grabbing the readers’ attention, arousing their interest and constructing their memory.