英汉文化差异与广告翻译

The Cultural Differences between Chinese and English in Advertisement Translation

By

Wu Yanyi

Submitted in Partial Fulfillment of the Requirements

For the Degree of Bachelor of Language

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

June, 2017

Acknowledgments

I appreciate this opportunity to give my sincere thanks to all those who have offered me their help during the writing of my thesis.

To begin with, there are many people I want to think but my supervisor Professor Zhao Yamin is the very one. During this writing time , she never had a problem praising me or giving encouragement when I was in a writing dilemma. I felt very confused to choose the topic and theme of my thesis at the very start part of this writing assignment. However, after several discussions with her, I filled with inspiration and comportment toward my writing direction. I find my way. In the process of writing, in order to finish a substantial and insightful thesis which includes

relevant information and unique perspective, she encouraged us to read abundant topic-oriented materials like boos or digests. Every tine when I had difficulty, she gave me suggestions promptly. When I finished my thesis, it’s my supervisor Professor who read the entire article and point out all the disadvantages seriously such as the construction of the whole writing, the details of the paragraph, and the writing direction of the subtitle. She rectified my draft and explained the reason why I made some writing mistakes carefully. Therefore, her detailed instruction and supervision contribute to the accomplishment of my thesis. What’s more, I also want to thank all the professors in the English Department and my group members who offer me various help here and there. It’s due to their guide and efforts that make my thesis go smoothly.

Finally, I want to thank my parents who take care of me and respect all my opinions, without their encouragement and sacrifice I wouldn’t have gotten to where I am.

Contents

Introduction 1

1 Influence of Aesthetic Orientation between Chinese and English on Advertisement Translation……………………………………………………………………..……2

1.1 the artistry differences of the aesthetic orientation between Chinese and English…………………………………………………………………………………………..……2

1.2 Advertisement Translation with Aesthetic Orientation between Chinese and English …………………………………………………………………………..……………...3

1.2.1 English-Chinese Advertisement Translation………………………………......3

1.2.2 Chinese- English Advertisement Translation……………………………….3

2 Influences of Cultural Differences between Chinese and English on Advertisement Translation …………………………………………………………………………….4

2.1 Thinking differences between Chinese and Western ………………….…… … …4

2.2 The differences in values between Chinese and Western…………………...…..4

2.3 The differences in social convention between Chinese and Western……… .4

2.4 The differences in Communication Form between Chinese and Western…….5

3 Advertisement translation strategies affected by culture, value, and history, between Chinese and Western………………………………………… ……..6

3.1 Advertisement translations affected by culture, value, and history, between

Chinese and Western……………………………………………………………6

3.2 Advertisement translation strategies…………………………………………….7

3.2.1 literal Translation / Semantic Translation/ Foreignization Translation……………………………………………………….………..8

3.2.2 Free translation Fixable, Dynamic, or Functional Equivalence/ Communicative Translation / Domesticating Translation ……………………………9

4 Skopostheorie with Advertisement Translation……………………………………9

5 Conclusion………………………………………………………………………..10

References ………………………………...…………………………………………11

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The Cultural Differences between Chinese and English in Advertisement Translation

Wu Yanyi

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

Abstract：this paper discusses the distinct imparity between Chinese and English in aesthetic orientation and cultural differences that have the influence on the advertisement translation; compares the distinctions between Chinese and English in cultures, histories and values which decide the translation strategies ,purposive essence as well as translation intentions in advertisement translation; analyses the method that could enhance the customers’ acceptance, reduce repellence, and stimulate purchase to the greatest extent as possible through the process of information transmission to accomplish the ultimate aim of the advertisement translation which is called the commercial profit.

摘要：本文通过探讨广告翻译研究中西文化的审美取向，文化差异、等因素对广告翻译的影响；对比中西历史、文化、和价值观等方面的差异来明确广告翻译的翻译策略、目的性本质、以及翻译意图；分析如何使得一个好的广告翻译在传递信息的过程中增强消费者吸收性，降低排斥性，刺激消费者的购买欲，使其尽最大可能实现广告翻译的目的即取得商业利润。

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