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Abstract:
Advertising English is different from the ordinary English, the language is concise, chic and innovative. Advertising English translation is faced with national cultural and language differences. In order to have a good market for the domestic products in foreign markets and attract more foreign consumers, advertising translation is very crucial, in addition to the high quality and perfect service. To get the love of consumers in the fierce international competition, the cultural differences in advertising English must be studied carefully. It is found that during the translation of English commodity advertising, many cultural differences should be paid attention, such as differences in customs, differences in values, differences in cultural psychology and differences in aesthetic standards. There are many translation strategies for translators to choose, such as literal translation, free translation, transliteration, semantic translation, amplification or creative translation and so on. Due to these differences, translators should try to use the appropriate translation strategies to avoid some failures in the translation of English Commodity advertising.
Key words: cultural differences; English translation; English commodity advertising
摘要:
广告英语有别于普通英语,它的语言简洁别致又富于创新。广告英语翻译面临着各国文化和语言差异的问题,国内商品为了在国外取得一个好的市场,并吸引更多的国外消费者,除了产品的优良质量和完善的服务之外,广告翻译也是至关重要的。要在激烈的国际竞争中获得消费者的喜爱,广告英语中的文化差异就必须认真研究。研究发现英语商品广告的翻译过程中,许多文化差异因素必须要关注,像风俗习惯的差异,价值观的差异,文化心理的差异和审美观的差异。有多种翻译策略可供译者进行选择,例如,直译法,意译法,音译法,语义翻译,增译法和创造性翻译等。正因为这些对比差异,译者应当选择适当的翻译策略来避免一些可能在英语商品广告翻译中出现的失误。
关键词:文化差异;英语翻译;英语商品广告
Introduction
Due to the differences in habits, customs, language and psychology, legal system and other aspects, Chinese and Americans will feel the culture shock, when not understanding each others’ thoughts and actions. There is an ancient sentence: one false step will make a great difference. Translation of advertising is like this. If there is a literal translation in accordance without the real meaning of the original intent, it will have a large deviation. This situation is due to the different customs, different language and different cultural backgrounds. If a product is not translated into another language in its intention, the advertising will lose its original meaning and function.
This paper is going to discuss the cultural differences reflected in the translation of English commodity advertising, and give some suggestions of translation strategies, then strive to improve the communication.