Abstract:Advertisement translation, as a tool to transmit product information to target consumers, is paid more attention to by people. The creation and translation of advertisement is inseparable from culture. This paper first introduces four basic characteristics of advertisements and linguistic characteristics of advertisements, and then analyses some cultural differences in advertisement translation, including differences in mode of thinking, values and aesthetic standards. And finally some translation strategies, such as foreignization, domestication and creative translation, are put forward with examples. The study finds out that advertisement translation and culture depend on each other. Advertisement translation not only can bring the collision of cross culture but also can result in cultural fusion between China and the Western countries. Translators are required to use different translation strategies to avoid disturbance of understanding and make connotation of advertisements reflected in translation.
Key words: advertisement translation; cultural differences; cross-cultural communication
CONTENTS
Abstract
中文摘要
1. Introduction1
2. Advertisement.2
2.1 The Definition of Advertisement
2.2 Basic Characteristics of Advertisement
2.3 Linguistic Characteristics of Advertisement
2.3.1 Characteristics of Vocabulary
2.3.2 Characteristics of Syntax
2.3.3 Characteristics of Rhetoric
3. Cultural Diversities in Advertisement Translation....6
3.1 The Relationship between Culture and Advertisement Translation
3.2 Different Modes of Thinking in Advertisement Translation
3.3 Different Values in Advertisement Translation
3.4 Different Aesthetics in Advertisement Translation
4. Cultural Strategies for Advertisement Translation.8
4.1 Application of Foreignization in Advertisement Translation
4.2 Application of Domestication in Advertisement Translation
4.3 Application of Creative Translation in Advertisement Translation
5. Conclusion11
Bibliography.13
Acknowledgements..14
