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1、淺談英漢語言文化差異對廣告翻譯的影響[Abstract]Astheproductofculture,advertisementdirectlyreflectsthecloserelationshipbetweenlanguageandculture.Andadvertisinglanguageisaspecialartform,whichhasprofoundculturalbackgroundandcanbeinfluencedbythetendencyofthetimes.Thispaperinvestigates
2、theChineseandEnglishadvertisinglanguages,anduncoverstheculturedifferencesinadvertisements.Thenitdiscussestheproblemsintheadvertisingtranslation,andputsforwardtheartisticandeffectivemethodsofadvertisingtranslation.???Theworldisgettingincreasinglyglobalized.Advert
3、isementiscloselyrelatedtotheculture.Thepurposeofanadvertisementistopersuadetargetconsumeserstobuytheadvertisedproductsorservices.Thus,itisamostimportanttasktobeawareofthedifferencesbetweenChinesecultureandwesternculture.Thispaperanalyzesthedifferencesfromsixaspe
4、cts:monismversuspluralism,collectivismversusindividualism,theimplicitwayversusthedirectway,theimagerypatternversustheabstractpattern,respectofauthorityversusrespectofself-performance,andthedifferencesofsocialbackgroundandaesthetics.????Somedefectsandevenunsucces
5、sfuladvertisementsaremadebecauseofthepoorqualityoftranslation.Thispaperproceedsfromproblemsinadvertisingtranslationthatthetranslatorsdonothaveagoodcommandofthenation-specificcultureandistooadhesivetotheadvertisement’ssuperficialmeaningwhiletherearealotofcultural
6、factorshiddeninthepresentadvertisingtranslation.Infact,advertisementtranslationrequiresmorethanjustrenderingsentencesintoanotherlanguage.Translatorshavetoconverttheideasandthoughtsbehindthesentencesintothetargetlanguagebyapplyingtheknowledgeofthetargetculture.Th
7、ispapersuggestssomemethodstomakeadvertisingtranslationinviewofthelanguageandculturedifferences.?[Keywords]advertisinglanguage;culturedifference;advertisingtranslation??【摘要】廣告作為文化的產(chǎn)物，可以更直接地展示語言和文化的關(guān)系，所以廣告語言是一門具有濃郁文化色彩與時代特點的藝術(shù)形式。本文對中、英廣告語言進行了探討，揭示了中英廣告的語言在語音、語義、文字
8、形式及修辭等方面的差異以及文化差異。然后，文章分析了廣告語言翻譯中存在的問題，從文化的角度提出了有關(guān)廣告翻譯的藝術(shù)的有效方法。?因為全球的經(jīng)濟一體化，所以廣告語言涉及了大量的文化知識。既然廣告語言的目的是勸導目標消費者購買其產(chǎn)品或服務(wù)，那么充分理解中西文化差異就成了一項舉足輕重的任務(wù)。本文從六個方面進行分析，它們依次是一元論和多元
