文档介绍：从文化价值观的角度谈中美商业广告翻译技巧
摘要: 随着世界经济发展与中国对外开放的深入快速发展,中美双方在经济领域的联系日益紧密。在商品市场推广的过程中,商业广告扮演着一个不可替代的角色。但由于中美文化价值观的差异,进入目标市场的商品必须考虑其文化特色和受众心理,于是合适得体的商业广告翻译变得尤为重要。
因此为了更好的提高商业广告翻译的水平,打开目标市场,本文作者从跨文化的角度,从中美文化差异的根源出发,探讨商业广告语及其翻译和文化的内在关系,找出在商业广告翻译中的主要的文化价值观不同点,从而展开在这一背景下的商业广告翻译中之归化与异化的技巧,对其两者的关系及其在商业广告互译中具体运用的体现。同时以实际案例总结出商业广告翻译的技巧在当今国际形势下的发展方向。
关键词: 文化价值观; 商业广告翻译技巧归化和异化
On Chinese and mercial Advertisement Translation Techniques from the view of Cultural Values
Abstract: Along with the profound development of world economy and China’s opening to the outside world, China and America keep an increasingly close relationship in the economic field. Undisputedly, commercial advertisement plays an irreplaceable part of the process of purchases and sales. However, owing to the cultural values difference between China and America, the advertisers should take the cultural characters and audiences’ mentality into careful consideration. Therefore, mercial advertisement translation es particularly important nowadays.
For the sake of improving the quality mercial advertisement translation and making contribution to expanding the market, the writer of this paper makes a research on the inner link mercial advertisement language, commercial advertisement translation and culture from the point of cross-culture. Based on the origin of the different culture and the core cultural values differences mercial advertisement translation in China and America, the writer sets about explaining the advertisement translation techniques—domestication and foreignization, then make an analysis into the relationship of them and presents their practical application mercial advertisement translation under the different cultural value background. Finally the writer points out the main trend of translation techniques in mercial advertisement translation by using some examples.
Key Words: cultural values; commercial advertisement translation techniques; domestication and foreignization
Contents
1. Introd