A Study on Chinese Translation of English Advertisements of Well-known Foreign Cosmetics Brand: A Cross-cultural Perspective_英语论文

摘要

随着全球化，越来越多的外国化妆品牌走进中国市场。在这一进程中，广告语既是以引导消费为目的的营销手段，又是跨文化交际中的载体。本文将知名品牌香水广告语的翻译作为突破点，以跨文化传播为理论依据，采用内容分析和案例分析的研究方法，对国外知名香水品牌广告语的翻译进行系统梳理和分析，寻求化妆品广告语翻译中恰当有效的翻译方法。

论文首先阐述了广告语在跨文化交际中的背景，接着提出三种跨文化交际理论，然后以不同性别品牌的香水翻译为案例分析，总结出不同性别不同香水广告语的翻译策略，阐明在在跨文化视角下化妆品广告语的翻译策略问题，不仅是对于同类翻译文献的必要补充，也为己经进入或即将进入中国市场的跨国公司更好地参与市场竞争提供参考依据。

关键词：跨文化交际，广告语，翻译

Contents

Acknowledgements I

摘要 II

Abstract III

1  Introduction 1

2  Cross-cultural Communication 3

2.1 Porter and Samovar's Cross-cultural Communication 3

2.2 Hofstede’s Six Dimensions of Culture 5

2.3 Hall's High and Low Context Culture Theory. 9

3  Advertising Texts 10

3.1 The Features of Advertising Language 10

3.1.1 Wording Features of Advertising Texts 10

3.1.2 Syntactical Features of Advertising Texts 11

3.1.2 Rhetorical features of Advertising Texts 11

3.2 Principles for Advertising Translation 12

4  Translation of Cosmetic advertisement- Perfume as the Case 14

4.1 The Translation of Successful Male Fragrance Advertisements 14

4.1.1 Using the Fact of Success-orientated Society 14

4.1.2 Catering for the Mentality of Collectivism 15

4.1.3 Encouraging individualism 16

4.1.4 Portraying a Popular Image 17

4.2 The Translation of Successful Female Fragrance Advertisements 17

4.2.1 Group Psychology 18

4.2.2 The Love for Beauty 18

4.2.3 Aspiration of Career 20

5  Conclusion 24

5.1 Major Findings of the Study 24

5.2 Limitations and Suggestions for Further Research 25

References 26