As the product of culture, advertisement can show the close relationship between language and culture. This paper tries to approach the translation of the trademarks of import and export commodities from the angle of the cultural differences，thus promote the development of Chinese economy. This paper discusses some issues about English-Chinese advertisement translation, and sums up some skills. Instead of being limited in faithfulness, English-Chinese advertisement translation should focus on the purpose of selling products. In the process of translating advertisements, cultural differences and product characteristics should be taken into consideration. Cultural differences can show that it is very important to know the western consumer’s aesthetic conception and their response to the translated trademarks.
Key Words
cultural differences; advertisement translation; cross-cultural communication; trademarks translation
Abstract........................................................................I
Key Words.......................................................................I
摘要............................................................................II
关键词..........................................................................II
Introduction....................................................................1
I. A Brief Introduction to English-Chinese Advertisement........................2
A. The Definition of Advertisement..............................................2
B. The Origins of Advertisement.................................................3
C. Basic Functions of Advertisement.............................................3
II. The Characteristics of English-Chinese Advertisement Translation............4
A. The Characteristics of the English-Chinese Advertisement Languages...........4
1. Rhetorical Characteristics: Frequent Use of Pun and Alliteration.............4
2. Frequent Use of Emotive words............................................5
3. Frequent Use of Some Verbs...............................................5
B. The Principles of English-Chinese Advertisement Translation................6
III. The Cultural Differences...................................................7
Differences in National Characteristics and Aesthetic Attitude..................8
Differences in Numbers..........................................................8
Differences in Regional Environments............................................9
Differences in Colors, Signs and Symbols........................................10
Differences in Psychological Structures.........................................11
Differences in Cultural Sense of Values.........................................11
IV.The Translating Skills of English-Chinese Advertisement Translation..........12
A. Literal Translation..........................................................12
B. Liberal Translation..........................................................13
C. Translation of Parody........................................................13
Conclusion......................................................................15
Acknowledgements................................................................16
Bibliography....................................................................17
