摘要 

性别是人类关注的永恒话题,男性和女性在认知及个性和社会性等方面都存在明显不同,本文作者认为性别差异也是翻译中的一个重要因素｡特别是在如今经济飞速发展的社会,广告是企业占领市场前沿的重要手段,受众男女差异在广告翻译中就显得尤为重要｡广告翻译不能以牺牲女性独立意识和女性人格尊严为代价,而应该树立正确的女性社会角色,展示出更多鲜活的女性形象,如职业女性､自由女性等,让女性享有足够的自主决定权｡本文从性别角度,以妮维雅产品为例,探究其是如何影响广告翻译的｡本文采用案例分析法和比较分析法对这个问题进行说明｡本文选择妮维雅广告对针对男性和针对女性的不同之处也做了比较,显示交流和传递信息过程中妮维雅广告运用了不同类型的语言｡

关键词：社会性别；广告翻译；妮维雅

Contents

Abstract II

Chapter 1 Introduction 1

Chapter 2 Literature Review 3

2.1 General Introduction about Commercial Advertisement 3

2.1.1 Definition of Commercial Advertisement 3

2.1.2 Purpose of Commercial Advertisement 3

2.2 Advertising Translation 4

2.2.1 International Advertising Translation 4

2.2.2 Domestic Advertising Translation 5

2.3 Factors Affecting Advertising Translation 5

2.3.1 Market Regulation 6

2.3.2 Marketing Strategy 6

2.3.3 Local Law and Regulation 6

2.3.4 Cultural Factor 7

2.4 Gender Differences and Translation 7

2.4.1 Gender Differences 8

2.4.2 Gender Translation 8

Chapter 3 Translation of NIVEA Products from Gender Perspective 9

3.1 Analysis of NIVEA Advertisement 9

3.1.1 Advertisements from Female Perspective 9

3.1.2 Advertisements from Male Perspective 11

3.2 Translation Strategy 11

3.2.1 Guidance of Skopos Theory 11

3.2.2 Literal Translation 12

3.2.3 Free Translation 13

Chapter 4 Conclusion 15

References 16

Acknowledgements 17