ABSTRACT
This paper first presents a proper definition of advertising language, describes systematically the features and benefits of advertisement and introduces briefly the overall research both at home and abroad. It then elaborates the cultural differences between Chinese and western advertisement, i.e. the first main subject of this paper. After that, it delineates the translation strategies of advertising language by the means of combing common translation theories like domestication, foreignization and dynamic equivalence.
This paper adopts the methods of comparison, exemplification and generalization in order to enable the reader to understand the feature of advertisement against the background of different cultures.
Key words：advertisement; culture; translation; strategies
Contents
1．Introduction 1
2. Definition, Functions and Classification of Advertising 2
2.1 Definition 2
2.2 Functions 3
2.3 Classifications 3
3. Major Cultural Differences 5
3.1 Cultural Properties of Advertisement 5
3.2 Cultural Differences in Chinese and Western Advertisements 6
4. Solutions to Translation of Advertising 10
4.1 Domestication and Foreignization 10
4.2 Nida’s Functional Equivalence 12
5．Conclusion 15
Acknowledgements 16
References 17
