跨文化视角下广告翻译研究.docVIP

跨文化视角下的广告翻译研究 　　摘要：近年来，学界对广告翻译的研究并不缺乏，但大多学者还是坚持从翻译的技巧性切入，而将文化的差异性处理模糊化。本文认为，只有对广告语言的文化现象做进一步的分析，才能对广告进行更好的翻译。本文参考陈宏薇教授在《文化语言学》一书中提出的三个文化层次，即物质文化、制度文化和心理文化，具体研究广告翻译体现的不同的文化层次，并提出适合的翻译方法，从而达到奈达提出的功能对等理论。 　　关键词：广告 文化层次 翻译方法 　　 　　On Advertising Translation from Cross-Cultural Perspective 　　Abstract：In recent years, many researches have been done on advertisement translation. Nevertheless, most of scholars make emphasis on translation techniques and pay less attention to the differences of culture. According to three different culture categories, namely material culture, institutional culture and mental culture, proposed by Professor Chen Hongwei in her book Cultural Linguistics, this paper mainly focuses on the three categories of culture reflected from advertising translation and proper methods of translation to achieve functional equivalence, a criteria set by Eugene?A?Nida. 　　Key words: advertising, culture categories , translation methods. 　　 　　Chapter 1Translation methods of advertising in material culture 　　According to Professor Chen Hongwei, material culture can refer to all the material civilization created by human beings in every manifestation. It may include the cuisine culture, the habiliment culture, the architecture culture, the opera culture and many others. 　　We may confront enormous obstacles and challenges in translation of the advertisements reflecting the differences in material culture. Generally, we may adopt the following translation method to cope with the cultural differences in this aspect. 　　1.1 Literal Translation 　　Literal translation is applied in those advertisements that the difference in culture can be clearly observed. The advantage of such method is that the translation work is direct, vivid and powerful. Here are some examples: 　　E.g.1 Turn it on! (The advertisement for a clothes brand) The advertisement reflects the clothes culture which is a part of the material culture. But the difference is not that obvious and peop