广告的文化内涵及翻译 英语论文.doc

广告的文化内涵及翻译_英语论文广告的文化内涵及翻译_英语论文

摘要广告与文化密不可分,广告已深入到人们社会生活的各个角落,成为一种文化现象。作为一种文化现象,广告不仅仅向我们传达了相关的商品或服务的信息,同时也在不知不觉中传递着一定的价值体系与思想观念,直接或间接地影响受众的消费方式和行为选择。本文从跨文化交际视角出发,通过对比中英文广告文化的异同,挖掘广告的文化内涵。对广告文化探讨的目的是为了提高广告的文化品味,挖掘广告应具有的文化意蕴,增强广告的艺术表现力。同时在翻译家尤金•奈达动态对等的理论指导下,尝试探索中英广告的翻译方法,原则及策略,为译者在中英文广告的翻译过程中提供适用可行的方法和一般规律。
关键词:广告翻译;文化内涵;动态对等
Abstract
Advertisements are closely related to culture, and they have been a cultural phenomenon which reflects various aspects of the social life as well as exists as an inseparable part of the human society. As a cultural phenomenon, advertisements not just covey the related information about consumer goods or service, meanwhile they are regarded as transmitters of a certain value system and thought unintentionally, which has an great impact on pattern of consumption and behavior selection of the audience. From the cross-culture perspective, the thesis will discuss the generality and difference in culture between the Chinese advertisements and the English advertisements and exploit the cultural connotation of advertisements. The objective of exploring the cultural connotation of advertisements is to expose the cultural elements of advertisements, promote cultural taste of advertisements and enhance artistic expression of advertisements. Meanwhile under the guidance of dynamic equivalence theory firstly proposed by Nida, an American translator, the thesis will