Abstract

Advertising, as a means of mass communication, plays an important role in promoting the commodities and establishing a corporate image internationally. Therefore, the translation of advertisements will directly affect the promotion and the sales of commodities. At the same time, advertisement translation is not only the conversion between two languages, but also the communication between two cultures. In the promotion of the corporate brand and new products, cultural differences should be taken into consideration when translating advertisements. This paper explores the cultural factors that influence the translation of advertisements with the relevant theories of cross-cultural communication, and tries to put forward the corresponding advertisement translation techniques.

Key words: advertisement translation; cross-culture; translation techniques

Contents

Abstract

中文摘要

1 Introduction-1

2 Cultural Factors Influencing Advertisements Translation-3

2.1 Social Values-3

2.2 Customs and Traditions-4

2.3 Religious Beliefs-6

2.4 Modes of Thinking-6

2.5 Cultural Taboos-8

3 Proposed Translation Techniques in Advertising Translation-8

3.1 Literal Translation-9

3.2 Free Translation-9

3.3 Over Translation-10

3.4 Creative Translation-11

3.5 Semantic Translation-12

4 Conclusion-12

References-14