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1、從跨文化交際淺析廣告翻譯作者:添加:08/11/03訪問量:???中文摘要隨著我國改革開放的深入和經(jīng)濟(jì)的迅速發(fā)展,我國的廣告業(yè)以前所未有的速度迅速發(fā)展,廣告已經(jīng)深入到社會(huì)生活的每一個(gè)角落。世界經(jīng)濟(jì)一體化,我國加入世貿(mào)組織,網(wǎng)絡(luò)等信息通信技術(shù)高速發(fā)展,使廣告的跨文化傳播成為可能。廣告翻譯對(duì)于推動(dòng)我國企業(yè)在經(jīng)濟(jì)全球化環(huán)境下開拓國際市場(chǎng)具有重要而深遠(yuǎn)的意義。本文從宗教信仰、歷史背景、風(fēng)俗習(xí)慣、價(jià)值觀、審美觀分析了跨文化因素對(duì)廣告翻譯的影響,結(jié)合實(shí)例探討了廣告翻譯的基本原則及方法。通過比較分析,初步探討了如何在考慮文化可接受性的同時(shí),運(yùn)用各種翻譯技巧去體現(xiàn)深
2、層次的文化內(nèi)涵。關(guān)鍵詞:跨文化交際,文化差異,廣告翻譯?ABriefAnalysisofAdvertisementTranslationfromthePerspectiveofCross-CulturalCommunicationAbstractWiththedevelopmentofoursocialistmarketeconomysinceChina’sopeninguptotheoutsideworld,advertisingindustryhasbeendevelopingquickly.Theglobalizationoftheworlde
3、conomy,China’sentrytoWTOandthefastdevelopmentoftheinternetandinformationcommunicationtechnologymakethecross-culturalcommunicationofadvertisingpossible.Advertisingtranslationisofgreatsignificanceintappingtheglobalmarketforproductsunderthecircumstanceofglobalizationofworldeconomy
4、.Thispaperhasanalyzedtheinfluenceofcross-culturalcommunicationsonadvertisementtranslationfromtheperspectiveofthedifferencesinfaith,history,values,aestheticstandard,anddiscussedthebasicprincipleandthemethodoftheadvertisementtranslationwithexamples.Bycomparingandanalyzing,thepape
5、rshowshowtotranslatetheadvertisementwithitsculturalconnotationconveyedinthetargetlanguageandhowtomakethetranslationacceptableinthetargetcountry.Keywords:cross-culturalcommunication,culturaldifference,advertisementtranslation?一、引言隨著社會(huì)主義市場(chǎng)經(jīng)濟(jì)的發(fā)展,人們的商品意識(shí)日益增強(qiáng),廣告的作用在我國也逐漸顯露出來。尤其是在今天,
6、我國已加入WTO,經(jīng)濟(jì)活動(dòng)與國際接軌,做好對(duì)外廣告宣傳工作對(duì)于企業(yè)和國家來說其重要性和迫切性是可想而知的?!皬V告,就是廣而告之,即廣泛地告知公眾某種事物的宣傳活動(dòng)。著名的美國市場(chǎng)營銷協(xié)會(huì)(AmericanMarketingAssociation即AMA)給廣告寫了這樣的定義:Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,serviceorideasbyidentifiedbecon
7、sistentwithinthesamedisk.Alternateunifiedcorerequirementsplacedontheterminalstripterminals,onlineidentityandensurethecoppercoreisnotexposed.6.4.6enclosurewithinthesametothecablecoreprovidesbindingintoacircle,harnesstiespacingisgenerally100mm;branchofficesshallbebindingonbothend
8、s,eachcoresponsorsthroughthevariousmedia.(廣告是由特定的廣告主題常