摘  要

在文化形成发展的过程中，不同文化背景、不同区域以及不同民族之间的文化交流即为跨文化交际。而在其交流的过程中，基于双方对文化的认识理解、风俗习惯、文化传统等各个方面的不同，导致在理解的过程中存在一定的差异。另一方面，随着经济全球化的趋势深化，中国在世界经济领域的地位日益提高，越来越多的中国企业与产品也走出国门开拓国际市场。在日趋激烈的国际市场竞争中，广告作为一种跨国界跨文化的大众传媒手段，其不仅能够成功的吸引消费者，而且能为企业和产品树立良好品牌形象。本文着眼于跨文化因素对商业英语广告翻译的影响，在总结和参考已有研究成果的基础上，列举了跨文化因素的具体形式以及影响方式，从而探讨和研究了提升国内广告翻译水平的方法和对策。

关键词：商务英语；广告翻译；跨文化因素

Abstract

During the formation and development of culture, the cultural exchange between different cultural backgrounds, regions and ethnic groups is the cross-cultural communication. In the communication process, because of different in cultural recognize, customs, culture, traditions and other aspects, there are some obstacles in the process of understanding. Besides, with the trend of the economic globalization, the prominence is increasing as more and more Chinese enterprises and products try to go abroad to develop the international market. As a mass media cross border and culture, the advertisement could not only succeed in attracting consumers, but also build a favorable brand image for the enterprises and goods in the increasingly competitive international marketplace. This article focuses on the impact of cross-cultural factors in business English translation of advertising, summarizing the results of existing research and reference on the specific form of lists and the way cross-cultural factors affect, so as to explore and study the upgrading of domestic advertising translational approach and countermeasures.

Keywords: Business English; Advertising translation; Intercultural factors