中西文化差异与广告翻译

中西文化差异与广告翻译
摘  要
 
中英广告互译中有许多不理想的实例，有的甚至导致了销售挫折。造成这种现象的一个重要原因是当今广告翻译中同样蕴藏着大量的文化，而一些译者却没有足够的文化驾御能力，太拘泥于原文表层。文章对中、英广告语言进行探讨，揭示了广告语言中存在的文化差异，并从文化的角度提出了有关广告翻译的策略。文章先给出了文化的定义，再分述中西文化的特点，从中得出中西文化的差异。既然广告语言的目的是劝导目标消费者购买其产品或服务，那么充分理解中西文化差异就成了一项举足轻重的任务。文章从六个方面分析了中西文化的主要差异，它们依次是一元论和多元论、集体主义和个人主义、含蓄和率直、形象和抽象、权威意识从众心理和自身功效自身价值、生活方面方式中的静与动。广告的翻译不是简单的把原文的字面意思翻译出来，而要把句子后面所承载的思想、概念尤其是文化传递给译入语的目标受众。为实现这一目的，翻译者可灵活运用交际翻译、地道的翻译、意译、编译等翻译方法。

关键词：广告语言，文化差异，广告翻译
The Differences Between Chinese and Western Cultures and Their Influences on Advertising Translation
 
ABSTRACT
 
 Examples of absurd advertisements and even sales failure are rising from bad advertising translation, and the main reason for this phenomenon is that some translators have not the capability to master the nation-specific culture and are too faithful to the advertisement’s superficial meaning while there are a lot of cultural factors contained by the present advertising translation. 
This paper investigates the Chinese and English advertising languages, shows the culture differences in advertisements, and then suggests the artistic and effective strategy.
This paper first gives us a definition of culture, then lists the main features of Chinese culture and western culture and finds the differences between them. The purpose of an advertisement is to persuade target consumers to buy the advertised product or service. Thus, it is a most important task to comprehend the differences between Chinese culture and western culture. This paper analyzes the differences between Chinese culture and western culture from six aspects: monism versus pluralism, collectivism versus individualism, implicit way versus direct way, imagery pattern versus abstract pattern, respect of authority versus respect of self-performance, and static lifestyle versus dynamic lifestyle.
 Advertising translation requires more than just literal translation. Translators have to convert the ideas and thoughts behind the sentences into target language. In order to obtain this purpose, they can use the following strategies flexible: “communicative translation, idiomatic translation, free translation, and adaptation.”

Key words: advertising language, culture differences, advertising translation

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