从消费心理学看广告翻译Advertisement Translation from the Consumer Psychology
Abstract
With the rapid development of international business and multinational companies, there is a growing need for efficient international advertising communication and translation as a member of WTO. The amount of advertising translation is already substantial and keeps increasing. The status of the advertising translation is becoming more and more important. As a new field in the multi-cultural communication, the advertisement attracts more attention of people. Advertising creation focusing on ‘audience supreme’ principle just like sellers agree to the idea ‘consumer supreme’ he advertisement translator should pay more attention on consumer psychology which is the core ideology for the buyers. Furthermore, the advertisement translators should know the deep cultural connotation because the advertisement is not only an economy phenomenon but also a cultural phenomenon. Advertising translation should satisfy the reader from many cultural factors, such as customs, psychology, experience, beliefs, values, aesthetic, religious and so on. The maximum cultural interaction induces consumers’ buying desire.
Key words: consumer psychology; advertising; translation techniques
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