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摘要广告翻译不仅是语言翻译，还必须考虑不同国家的文化差异。从语言角度讲，广告翻译者需要注意广告语言的特点；从文化角度讲，广告翻译者需要考虑不同国家的文化差异；从翻译角度讲，广告翻译者除了掌握必备的语言知识外,还必须对不同国家的文化有所了解。本文采用了案例比较法分析了中西方文化的差异，并强调了这些文化差异是怎样影响中西方广告语言翻译的，希望通过此次研究使得汉语广告能够适当地翻译成英语，外国广告能够更好的被中国消费者接受和喜欢。40801
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毕业论文关键字：广告翻译；文化差异；翻译影响
Abstract Advertisement translation is not only the language translation, but also consider the cultural differences in various countries. In terms of language, the advertisement translators are required to grasp the features of the advertisement language itself; in terms of culture, the advertisement translators are required to consider the cultural differences in different countries; in terms of translation, the advertisement translators not only need to learn the necessary language knowledge, but also need to understand the culture of different countries. This paper adopts the method of cases comparison, analyzes the cultural differences between Chinese and Western , and emphasizes how these cultural differences affect the translation of advertisement language. We hope through this study can make the Chinese advertisement properly translate into English, and the Western advertisement can be accepted and loved by China consumers.
Key words: advertisement translation; cultural differences; translation influence
The Influence of Chinese and Western Cultural Differences on Advertisement Translation
Contents
摘 要 i
Abstract ii
I. Introduction 1
1.1 Definition of Language 1
1.2 Definition of Culture 1
1.3 Definition of Translation 2
1.4 The Relationships of Language, Culture and Translation 2
II. The Introduction of Advertisement Translation 3
2.1 Definition of Advertisement Translation 3
2.2 Characteristics of Advertisement Translation 4
III. The Cultural Differences between Chinese and Western .5
3.1 Different Social Customs 5
3.2 Different Aesthetic Concepts 6
3.3 Different Consumer Psychology 7
3.4 Different Values 8
3.5 Different Regional Environment 8
IV. The Influence of Language on Advertisement Translation 9
4.1 The Meaning of Language 9
4.2 Rhetorical Devices 10
4.3 Sentence Pattern 11
V. Conclusion 12
Bibliography 15
Acknowledgements 16
I. Introduction
1.1 Definition of Language
A common argument in Chinese textbook is that Language is a kind of special social phenomenon, the communicative means and the symbol system combined phonetics and semantics.(汪大昌3). Fromkin et al say In their Introduction to Language, “If we view language as a communicative system, then language is the distinctive one, though human’s language has some characteristics that other animals don’t have, the basic characteristic of human language is its creativity: speakers can compose some basic language units to infinite sentences with good organization and grammar, most of which are novel and haven’t been heard or spoken before.”(23). In summary, the language is the way of understanding and communicating. Although you can transfer people’s thoughts through words, pictures, actions, emotion, etc, the language is the significant and convenient modes in people’s life. Language is directly linked with the people’s thoughts , people using formal language words and phrases to express their thoughts freely. Each language belongs to a nation, that is to say , the language can not exist without the culture and human life, and the language shows a nation’s connotation, which embodies the national view of life, lifestyle and way of thinking.