摘　要

随着经济全球化的不断推进，广告在现代社会中显得越来越重要。广告翻译是一种跨文化交际行为，在广告翻译时应特别考虑其跨文化因素在英汉广告中的重要性。本文旨在通过对英汉广告中的跨文化因素的分析来阐述文化差异对广告翻译的影响，并从跨文化的角度来探讨英汉广告的翻译方法。结合英汉广告翻译实践，本文运用对比、分析、案例学习法就英汉广告中跨文化因素对英汉广告翻译的重要作用进行了研究，首先简短介绍了广告的定义、起源及功能，其次详细分析英汉广告中的跨文化因素如价值观、历史背景、社会习俗、审美标准、思维方式和心理特征，最后通过各种英汉广告翻译的案例来分析可运用的广告翻译策略。通过研究，论文指出在英汉广告翻译中意识到跨文化因素的影响是极其重要的。

关键词：广告翻译；跨文化因素；文化差异；翻译策略
 
Abstract

Nowadays, since the economic globalization, advertisement has become more and more important in the modern age. So is advertisement translation. As a kind of cross-cultural communication, it is essential for us to pay attention to the advertisement translation, especially the cross-cultural elements in English-Chinese advertisement translation. This paper tries to point out that it is of great importance to take the cross-cultural elements into consideration during the process of English-Chinese advertisement translation and then to investigate some effective methods of its translation from cross-cultural perspective. Combining with English-Chinese advertisement translation practices, this paper mainly utilize several kinds of research methods such as comparison, case study, and analysis in order to discuss the essential role cross-cultural elements play in English-Chinese advertisement translations. This paper gives a detailed analysis on some basic issues concerning the role cross-cultural elements play in English-Chinese advertisements; a variety of definitions to advertising; the analysis of the cross-cultural elements in English-Chinese advertisement translation, including values, historical background, social customs, aesthetic standards, think patterns and psychological characteristics and the strategies of the English-Chinese advertising translation by analyzing a variety of English-Chinese advertisement translation cases. Through this paper indicates that it is a significant task to be aware of the cross-cultural elements in English-Chinese advertisement translation.

Key words: advertisement translation; cross-cultural elements; cultural difference; translation strategies

1    Introduction
In modern times, with the deepening of economic globalization, advertising is playing a more and more important role in the world economy. As an indispensable component of a commercial market system, advertising contributes much to the entrance of products’ sale and services to the world market. Everyday people are endlessly bombarded with all kinds of product or service advertisements whenever they read magazines or newspapers, turn on their TV sets or radios, surf on the internet or open their mail boxes or walk in the streets. As a matter of fact, everyone is living in the world which is full of diverse advertisements.