英语翻译广告不论是作为一种文化形式,还是作为一种营销活动,或是一种大众传播活动,与文化均有着密切的关系.“它独特而复杂的

英语翻译
广告不论是作为一种文化形式,还是作为一种营销活动,或是一种大众传播活动,与文化均有着密切的关系.“它独特而复杂的身份决定了其对社会生活的巨大影响.”中国加入WTO以后,在大量外国商品涌入中国市场的同时,越来越多的中国产品也有机会进入国际市场,与外国名牌产品竞争.各国为了争夺世界市场,竞相推销本国的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推介,因此广告起着举足轻重的作用.而广告文化是从属于商业文化的亚文化,同时包含着商品文化及营销文化.商品本身就是一种文化载体,文化通过商品传播.广告文化具有明显的大众性、商业性、民族性和时代性的特点.一定的文化传统、信仰和价值观在很大程度上左右着商业经营者的心理、行为,从而影响各国的广告活动.如果只简单地把国内成功的广告直译出去,结果往往是不好的,因为国际广告与国内广告相比,将面临着语言、传统习惯、法规、教育、自然环境、宗教、经济状况等差异问题.广告翻译也以其鲜明、独特的语言风格,不可替代的社会语用功能成为社会语用学研究的一个重要课题.本文以中西文化差异为切入点,对广告文化及广告翻译的相关问题做些粗浅的探讨.

广告不论是作为一种文化形式,还是作为一种营销活动,或是一种大众传播活动,与文化均有着密切的关系.“它独特而复杂的身份决定了其对社会生活的巨大影响.”中国加入WTO以后,在大量外国商品涌入中国市场的同时,越来越多的中国产品也有机会进入国际市场,与外国名牌产品竞争.各国为了争夺世界市场,竞相推销本国的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推介,因此广告起着举足轻重的作用.
Advertising,whether it is considered as a cultural form,a marketing activity,or a mass communication activity,is closely related to culture."Its unique and complex status gives a huge expression to the social life." China's entry into WTO,when a large number of foreign goods flock into China market,a growing number of Chinese products also have the opportunity to enter the international market to compete with foreign brands product.In order to contest for the world market,they compete against each other to sell products of their country; one of the important promotional tools is to recommend the goods and introduce the reputation of manufacturers of their country to the international market through advertising; therefore,advertising plays an important role to it.
而广告文化是从属于商业文化的亚文化,同时包含着商品文化及营销文化.商品本身就是一种文化载体,文化通过商品传播.广告文化具有明显的大众性、商业性、民族性和时代性的特点.一定的文化传统、信仰和价值观在很大程度上左右着商业经营者的心理、行为,从而影响各国的广告活动.如果只简单地把国内成功的广告直译出去,结果往往是不好的,因为国际广告与国内广告相比,将面临着语言、传统习惯、法规、教育、自然环境、宗教、经济状况等差异问题.
But the advertising culture is a sub-culture which is subordinate to the business culture; it also includes a commodity culture and sales culture.The product itself is a cultural carrier,and the culture was transmitted through the merchandise.Advertising culture has its significant characters of popularity,commercial,nationality,and contemporary.A certain cultural traditions,beliefs and values control the commercial operators’ psychology,behavior in a large extent,thus affecting the national advertising activities.If we simply put the ads literally which was success in domestic out,the result is often bad,because compared to national advertising,it will face the differences on language,traditions and customs,regulations,education,natural environment,religion,economic status etc.
广告翻译也以其鲜明、独特的语言风格,不可替代的社会语用功能成为社会语用学研究的一个重要课题.本文以中西文化差异为切入点,对广告文化及广告翻译的相关问题做些粗浅的探讨.
Ad translation also becomes an important subject on social pragmatics for its distinct and unique language style and irreplaceable social function of pragmatics.This paper will focus on the differences between Chinese and Western culture,make some discuss of these issues which related to advertising culture and advertising translation.