Abstract:

With the fast development of the market economy and the frequent business from each country, import and export have entered into the palmy days. In recent years, countries from all over the world have been competing fiercely for foreign markets. Beyond all doubt, the advertisement is an important key to open the gates of other countries and areas in fierce competition. Hence, the advertising translation plays a very significant role in trade nowadays. It not only offers clear commodity information, but also shows the national features of commodities. However, because of cultural differences, it is better to take such an issue into consideration when doing advertising translation. This paper aims at exploring strategies of advertising translation from the perspective of cultural differences. It states about the definition of advertisements and the cross-cultural pragmatic failure. It also mentions about four main cultural differences which would lead to the faults of advertising translation. The cultural differences are core values, modes of thinking, viewpoints and consumption views. Finally, it provides some principles we should obey and suggests some relevant strategies which can apply to advertising translation.

Key words: advertising translation; cross-cultural pragmatic failure; cultural differences; strategies

摘要:

近年来随着商品经济的发展和各国经贸交往的增加，进出口贸易的日益兴盛,来自世界各地的国家争先恐后地占领外国市场。广告无疑是一把打开其他国家大门的钥匙。因此，中英文广告的翻译显得越来越重要。广告翻译,不仅要提供明白易懂的商品信息,而且还要使产品具有民族特色。但是，由于各国之间存在文化差异，所以我们在翻译广告时要把这些差异考虑进去。这篇论文旨在探讨文化差异下广告翻译的策略。首先，对广告和跨文化语用失误进行定义阐明。其次，提出跨文化语用失误是由中西方价值观，思维方式，消费观等这些主要差异引起的。最后，提出在广告翻译中需遵守的一些原则和需要运用到的相关策略。

关键词：广告翻译；跨文化语用失误；文化差异；策略

Introduction
Advertising, a means of propaganda with high economic value and effect, must contain persuasiveness and memory value. The features of successful advertising language are beautiful, vivid, concise and humorous. The advertising translation not only offers commodity information to consumers, but also encourages consumers to purchase products.
    Eugene A. Nida, a famous American translation theorist and linguist, occupies an important position in the world translation field and is known as the father of modern translation theory. His dynamic equivalence theory has a profound impact on translation both at home and abroad. In 1990s, Chinese scholars got great enlightenment from the dynamic equivalence theory. Gradually, they did lots of studies on semantic equivalence, social cultural equivalence and pragmatic equivalence.