InfluenceofCulturalDifferencesinAdvertisingTranslation

1、influence of cultural differences in advertising translation摘 要廣告翻譯的因素很多。其中不同民族的文化差異是影響廣告翻譯的一個核心因素。文化差異造成的不同的思維方式、心理特點、價值觀念等都會影響人們對廣告的理解從而影響廣告的效果。本文從思維方式差異,價值觀念差異以及審美觀念差異來探討文化差異對廣告翻譯的影響。廣告翻譯必須重視不同國度文化間的差異，使廣告翻譯達到其最終目的，起到宣傳產(chǎn)品和促進文化交流的作用。關鍵詞：文化差異 廣告 廣告翻譯abstractthere are various elements influencing ad

2、vertising translation. among them are the cultural differences between different countries and is the key element that influences advertising translation. the cultural differences, such as different thinking patterns, values and aesthetic standards, can influence peoples understanding of the adverti

3、sement and the effect of the advertisement itself. this paper tries to analyze the influence of cultural differences on advertising translation from the aspects of different thinking patterns, values and aesthetic standards. it concludes that cultural differences must be paid special attention in ad

4、vertising translation so as to reach the ultimate goals of advertising the products and promoting cultural exchanges.key words: cultural differences, advertising, advertising translationcontentsintroduction11 advertising and advertising translation2 1.1 definition of advertising3 1.2 features of adv

5、ertising translation32 culture and cultural differences4 2.1 definition of culture4 2.2 cultural differences5 2.2.1 thinking patterns5 2.2.2 values6 2.2.3 aesthetic standards7 3 influences of cultural differences on advertising translation8 3.1 influences of thinking patterns on advertising translat

6、ion9 3.1.1chinese thinking patterns .9 3.1.2 western thinking patterns10 3.2 influences of values on advertising translation 103.2.1 chinese values 113.2.2 western values 11 3.3 influences of aesthetic standards on advertising translation124 the strategies of advertising translation13conclusion14bib

7、liography16introduction three years ago, advertising, as the international commercial language, is a widely used medium of communication in modern society. advertisements, the embodiment of commerce, are penetrating every corner of our life, and communication is conditioned by the constraints of the

8、 situation-in-culture (nord, 1997:1). advertisement plays an important role in introducing foreign commodities to domestic customers and promoting domestic commodities to foreign customers. the purpose of advertising translation is subordinate to the purpose of advertising, in other words, to the ad

9、vertisers sales strategy. it is because the advertiser is targeting a foreign market that the advertising translation is involved. with the rapid development of the economy and the vigorous enforcement of the open-up policy，the international trade exchanges between china and other countries have bee

10、n greatly and effectively promoted, therefore, advertising translation is becoming more and more important. mathieu guidere(2003:191) points out that “if the success of international advertising depends on the conversion of the original message into the linguistic code the target language, then the

11、language has an intrinsic added value, which is intimately connected with target culture value.” 1advertising and advertising translationin recent years, following the trend of globalization, goods from one country flow more frequently and freely into another. thus advertising translation is becomin

12、g a fast growing industry in modern society. before we study advertising translation, we should know what is advertising.1.1 definition of advertisingthe word "advertise" stems from the latin "advertere", meaning "to make known to the public". plenty of experts and scho

13、lars have reflected on the meaning of the word in different versions of its use. according to webster's dictionary, advertising is the activity of calling something to the attention of the public, especially by paid announcements.2 culture and cultural differencesto sum up culture is the total o

14、f the learned behavior of a group of people，which are generally considered to be the traditions of that people.2.1 definition of cultureencyclopedia britannia（2001:08） regards advertising as "the techniques used to bring products, services, opinions, or to causes public notice for the purpose o

15、f persuading the public to respond in a certain way toward what is advertised".2.2 cultural differenceslanguage is the incarnation of the characteristics of a social community. different languages are bound to adopt different meaningful devices to show their cultures in order to reflect their n

16、ational consciousness and cultural tradition3 influences of cultural differences on advertising translation4 the strategy of advertising translationgraph 1: comparison of degree of interest like a lot like just so-so dislike dislike very muchnotes：系列2- after implementation table 1: students preferen

17、ce to methods dealing with the oral practicemethodsno. of studentspercentagegame2090%role-play1882%research1463.6%information-gap1568%prepared talks1568%12the objective of our research is to enhance my students interest in doing oral practice, and the result (from 44.5% to70.1%) is very encouraging.

18、 it proves that the implementations of the solutions are fruitful and effective.conclusionthis paper contains 6 chapters. after the introduction, it introduces the present situation of classroom questioning in high school english teaching.bibliography1 brown.h.d. principles of language learning and teaching m. 北京: 外語教學與研究出版社, 2001.2 eggen.p, kauchak d. education psychology: windows on classroom m. 西安: 陜西師范大學出版社, 2005.3 rowe.m. wait-time:slowing down may be a way speeding up j. journal