从跨文化交际角度探讨中英文公益广告翻译

从跨文化交际角度探讨中英文公益广告翻译
摘要：中国目前的公益广告设计还不是非常成熟，因此有必要学习一定西方经验。然而由于文化语言的差别，直接的拿来主义肯定会造成理解接受上很大的困扰。我们必须考虑到跨文化交际因素在中英文公益广告方面互相学习借鉴中的重要地位。中国人保守内敛，西方人开明奔放，中国人深受儒家传统思想影响，热爱团体，而西方人受到文化复兴的影响，具有较强的独立个性，崇尚自由。
笔者在论文中介绍了公益广告文化影响因素研究的现状，从文本内容修改、语句形式修改和主题情感修改三方面分析了影响公益广告汉译英的文化因素，进而探讨了针对中国游客、国际性问题和企业品牌形象塑造三类公益广告在英译汉过程中应注意的的文化因素。
关键词：公益广告；翻译；中西方文化；研究

RESEARCH ON THE TRANSLATION OF THE PUBLIC SERVICE ADVERTISEMENTS FROM THE PERSPECTIVE OF CROSS-CULTURAL COMMUNICATION
Abstract: Chinese public service ads are not very perfect so it is very essential to learn from the western experiences. Because of the cultural gap and language differences, we should figure out which part of western experiences will be helpful to improve ours. Cross-cultural factors are very important in the translation of ads, especially public service ads. Chinese people are used to Confucius Theory and conservative while the westerners are quite open and they are influenced by the renaissances. Chinese are collective and westerners are more individual.  
In the theory, the author tries to give some examples and explain the differences of the cross-cultural gap, introduce the study of cultural influences upon public service ads, analyze cultural factors in the Chinese-English translation in terms of modifying the text, the expression, and the theme emotion, and explore cultural factors in the English-Chinese translation in terms of three kinds of public service ads like advertising for the Chinese traveler abroad and ads concerning international issues and enterprise image.
Key words: public service ads; translation; cross-culture; research;

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