摘要

    世界经济一体化给我国经济带来了机遇,也带来了巨大的挑战。国际商战愈演愈烈,广告作为占领市场的有力武器,也日益受到重视。不同社会文化背景的人,由于在语言的使用上有着不同的习惯,在对事物的认识上有着不同的价值观,因而在消费文化方面存在着巨大的差异。因而,巧妙的翻译必然要建立在已经取得目标消费群文化认同的基础之上。在深入分析东西方文化差异的基础之上,结合各种不同类型的广告实例,本文介绍了广告语翻译的基本策略,即直译法、音译法和意译法。希望这篇文章能够起到抛砖引玉的作用,让更多的人来研究文化,研究基于文化认同基础上的广告语翻译。

关键词  广告语翻译，文化认同，基本策略

Abstract

    Great opportunities together with great challenges are brought to the development of Chinese economy with the globalization of the world economy. However, different people with different cultural backgrounds always have different opinions toward consuming because of their different habits of using language and different criterion of value. An advertisement which achieves a great success in one market could possibly suffer a heavy loss in another market. Consequently, a wonderful advertisement translation should be based on getting the cultural approval from the target consumers. By analyzing ample authentic examples, this paper tries to show the principle to select an approach, such as literal translation, transliteration and free translation. This paper hopes it could help to gain more and more attention toward advertisement translation in view of cultural approval.

Keywords  advertisement translation, cultural approval, basic strategies

1    Introduction
    The advertising competition is playing an important role in the world economic globalization. And a successful advertisement can be of great help in winning the fierce business competition. Researchers and scholars have been doing much work in creating a competing advertisement, either in the filed of theoretical study or in the practice of advertisement creation. During the process of research, various translation theories are employed, such as Skopos theory, functional equivalence theory, cross-culture communication theory, etc. This paper is written based on absorbing the nutrition of the previous theoretical achievements and at the same time enlightened by some classical advertising witticisms and popular advertisements seen and heard in daily life.
This paper is to list some main cultural differences between China and western world from linguistic perspective, value perspective, custom and law perspective. Furthermore, how to employ an appropriate translating strategy is brought into discussion by quoting ample vivid advertisement instances.