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广告作为一种应用语言,是现代社会中信息传播的媒介方式。广告翻译是不同文化的交流,是跨国文化的商品营销活动。当今东西方文化交流中,往往由于英汉文化差异引起广告翻译的差异。因此做好广告翻译应把握原则和灵活的技巧与策略,以收达意传神等社会实效。本文拟从中西心理特点差异、价值观念差异、风俗习惯差异等层面阐述广告翻译策略。
Advertising as an application language is the medium of information dissemination in modern society. Advertising translation is the exchange of different cultures and it is a multinational cultural commodity marketing activity. In today’s Eastern and Western cultural exchanges, differences in advertising translation are often caused by cultural differences between English and Chinese. Therefore, it is necessary to grasp the principles and flexible skills and strategies for advertising translation so as to achieve social effectiveness such as expressiveness. This article intends to elaborate advertising translation strategies from the perspective of differences in Chinese and Western psychological characteristics, differences in values, and differences in customs and habits.