Advertisement is not only an economic activity, but also a cultural communication. In China, the authoritative definition of advertisement is the Advertisement Law of the People’s Republic of China. “Advertisement” refers to “Any commercial advertisement, which passes certain media or forms, directly or indirectly introducing their commodities being sold or services being provided”. Advertisement culture includes the culture of goods and the culture of market. The advertisement is a propaganda form which is the sales of commodity of cross-nation and cross-culture. The translator is in a important position to apply advertisement languages. At the same time, they confront any kinds of difficulties, because of the different culture and language of different counties. In evidence, the translation of the advertisement is different from the other stylistics. The translator should have universal knowledge including language, culture of society, folkway, aesthetics, psychics, economics and advertisement’s principle. At the same time, the translators also adopt new strategies when they translate.
Abstract…………………………………………………………………………….…………......I
Key Words…………………….…………………………………….….……………....I
摘要..........................................................................Ⅱ
关键词.............................................................................Ⅱ
Introduction…………..………………… ……………...............................…………..1
I. The Overview of Advertisement……………………………...........…......................2
A. The Definition of Advertisement………………………...............................…....2
B. The Functions of Advertisement………………………………............................3
C. The Classifications of Advertisement………………………………....................3
II. The Effects of Culture and Language……………..………………………………..4
A. The Effects of Culture….................…...............................5
B. The Effects of Language ……………………………..…..…………….……….6
III. Other Factors Influencing Advertisement Translation………………..…………...9
A. Marketing Strategy……………………………...……..........…..….....................9
B. Laws and Regulations….......….......................…….......................10
C. Cultural Barriers………...…………………......……..……….......................…10
IV. The Strategies………………………………………………………….………….11
A. The Character of Product Advertisement….........……...................11
B. The Cultural Tradition……………………………..………..……………….....11
C. Innovation............................................................12
D. The Standard Language………………………………………….…...………...12
Conclusion……………………………………………………….......................…….14
Acknowledgements……………………………………………...........................…...15
Bibliography……………………………………………………....…...................…..16
