跨文化视角下中西方商业广告的翻译  

On the translation of Chinese and western commercial advertisements from the perspective of intercultural communication

作　　者：张立飞[1] 王永祥[1] 

机构地区：[1]天津商业大学外国语学院,天津300134

出　　处：《现代交际》2016年第16期69-70,共2页Modern Communication

摘　　要：商业广告作为宣传推销产品的信息媒介,被企业广泛使用。在世界经济全球化的背景下,商业广告翻译作为一种跨文化商业交际活动变得越来越重要。由于中西方文化之间存在着巨大的差异,因此商业广告的翻译必须充分考虑文化差异因素。该文从文化心理差异、价值观念差异和审美情趣差异三个方面,对中西方商业广告的翻译进行跨文化分析,研究这些文化差异对广告翻译的影响,帮助译者提高商业广告翻译的跨文化意识。As the information media of sales promotion, commercial advertisement has been used by corporations. Under the background of economic globalization, commercial advertisement translation is becoming more and more important as a kind of intercultural business communication. There are many cultural differences between China and the west countries, so factors of cultural difference needs to be fully considered when it comes to the translation of commercial advertisements. This paper will make a intercultural study of commercial advertisement translation from three aspects： cultural psychology difference, value difference and aesthetic taste difference, which help translators enhance the intercultural consciousness in commercial advertisement communication.

关 键 词：跨文化 文化差异 商业广告 翻译 

分 类 号：G115[文化科学]