Abstract:As the product of culture, advertisement can show the close relationship between language and culture. As the important part of culture, language is the carrier and expression form of culture. And advertising language is a special art form which has profound cultural background and can be influenced by the tendency of the day. Advertisement translation has been difficult not only related to the equivalence of linguistic meaning that should be achieved, but also the culture and communicative function. Due to the culture differences between East and West, advertisement translation may be faced with more problems such as language, traditional customs, education, region and economy. This paper is a study on translation of advertisement from a cultural perspective between Chinese and English. The article from the perspective of East-West cultural differences, explores the problem of cultural loss and the result of communicative failure in product information and misunderstanding between the two cultures, analyzes the cultural features of the advertisement from different aspects between English and Chinese advertisements. At the same time, different values, social norms and historical backgrounds of cultures are also pointed out in the paper. At last, we put forward main principles and specific strategies of the culture-cross advertisement translations so that there will be a good communication and a place in this international market for making the products attractive and will-accepted by consumers. And this is the goal of advertising.
Key words: cultural differences; advertisement translation; principle and strategies
摘要：广告，作为文化的产物，充分体现了语言与文化之间的关系。而语言作为文化的重要组成部分，是文化的载体和表达形式。同时，广告作为一种特殊的艺术形式，有其深远的文化背景并受当下多种因素的影响。虽已形成其独特的文体形式，但广告语言仍是一个难题，它不仅需要体现语言的语义对等，同时也要体现在文化与交流功能的对等上。由于中西方文化的差异，广告英语的翻译更面临语言、传统习惯、教育、宗教、经济状况等差异问题。因此，本文旨在以中西方文化差异方面来研究其广告的翻译，探索两种文化在交流过程中出现的文化缺失、信息产生过程中交流的失误以及出现这种失误的原因，并且分析了中西方文化下的广告特点。通过研究广告英语的翻译来理解中西方文化的不同，针对其不同的价值观、社会形态以及历史背景，提出了跨文化交际下广告翻译的主要原则及其翻译策略，实现中西文化交流差异最小化，既而提高本土消费者满意度，助其在国际市场上占据一席之地，为推动我国的知名品牌走向世界打下夯实基础，从而实现真正的跨文化交际，最终达到广告的预期目标。
关键词：文化差异；广告翻译；原则及策略
注：本文全文为英语所写的英语论文。只有摘要是中英语写的，全文为英文。
