Cultural Differences and C-E Advertising Translation  

作　　者：HU Chun-xiao 

机构地区：[1]Zhejiang Gongshang University, Hangzhou, China

出　　处：《US-China Foreign Language》2014年第3期232-238,共7页美中外语（英文版）

摘　　要：The present paper aims to explore the activity of translating Chinese advertisements into English across cultural barriers. First, the functional views of Skopostheorie are introduced which can be served as theoretical supports for advertising translation. An attempt is then made to analyze the cultural errors existed in C-E （Chinese-English） advertising translation. They are the literal translation of some stereotyped expressions in Chinese advertisements, the lack of knowledge of the different consumer expectations in two cultures and the neglect of the difference of committing in Chinese and English advertisements. This paper suggests three methods to solve the problems： （1） adding explanations to the names of special Chinese products; （2） imitating the household proverbs and poetry in the West; and （3） making appropriate adaptations of certain cultural elements in the original advertisement. All methods suggested are proved feasible by a number of examples so as to gain certain enlightenment of dealing with the cultural aspects of advertising translation

关 键 词：Skopostheorie advertising translation cultural differences 

分 类 号：N031[自然科学总论—科学技术哲学] TS941.12[轻工技术与工程—服装设计与工程]