Abstract:As the product of culture, advertisement shows a close relationship between language and culture. As an important part of international business, advertisements will always be influenced by cultural differences. Wangzuoliang, a distinguished translator and once the vice president of Beijing Foreign Studies University, said that the difficulty of translation is how to handle with the cultural differences, to be a good translator we have to be a culturati with a deep and fully understanding of it. In the process of advertisement translation, the surface as well as the deep level of the cultural differences should be taken into consideration. Thus, this paper discusses not only the cultural differences between Chinese and English in the aspects of history and society but also the characteristics of advertising language such as lexical characteristics, syntactic features and rhetorical features. Moreover, it provides and sums up some skills for proper advertisement translation.
Key words: advertisement; translation; difference
摘要:广告作为文化的产物，可以更直接地展示语言和文化的关系，所以广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。作为跨文化交际的重要组成部分，广告翻译也同样受到文化因素的制约。著名翻译学者、原北京外国语学院副院长王佐良曾指出“翻译中最大的困难就是两种文化的不同，翻译者必须是一个真正意义上的文化人”。因此，本文尝试从对中，英，广告语言进行的探讨中解释其在词汇、修辞及句法等方面的差异。另外通过讨论人文，社会，历史等原因，指出应在文化研究的大语境下来考察翻译，即对文化以及语言的“表层”与“深层”结构进行研究，提出了适合翻译者使用的广告翻译方法。
关键词：广告；翻译；差异
