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广告翻译的目的是将一国各种各样的产品推销给生长在另一种文化中的人,使后者接受前者。任何语言都有其文化蕴涵,广告语言当然也不例外。目前我国的广告翻译存在的问题当中,有一些是语言层面上的,但更多的是由于对两种文化缺乏了解而造成的错译及生搬硬套。本文从广告的定义以及广告用语的定义出发,从语言,文化习俗,社会历史背景三个方面阐述了英汉文化差异对广告翻译的影响。
The purpose of advertising translation is to market a wide variety of products in a country to people growing in another culture, with the former accepting the latter. Any language has its own culture, advertising language, of course, is no exception. At present, among the problems in the translation of advertisements in our country, some are linguistic, but more mistranslated and mechanically copied due to the lack of understanding of the two cultures. Starting from the definition of advertisement and the definition of advertisement language, this article elaborates the influence of English-Chinese cultural differences on advertisement translation from the aspects of language, culture and customs as well as social and historical background.