从文化推广角度解析娱乐广告的翻译

随全球化趋势的不断加强，各国越来越在除了经济以外的的社会、文化等方面交流密切。广告作为一种大众传播手段，不仅向国内消费者介绍外国的产品和性能，向国外消费者宣传推广国内产品，而且在宣传文化，促进文化交流方面也起到了不可替代的作用。而娱乐广告因贴近大众口味是最能体现文化差异的广告之一，因此其翻译应力求准确，达意，在翻译过程中，应充分意识到中西方文化差异，对文化因素进行恰当处理，以使译文达到与原文相同的宣传效果。根据广告翻译的基本标准，本文着重探讨了娱乐广告翻译对文化推广的作用以及娱乐广告翻译的基本原则、策略。

关键词：娱乐广告   翻译策略   文化差异   文化推广
Translation of Entertainment Advertisements from the Perspective of Cultural Promotion

Abstract

With the development of the increasing trend of globalization, countries in the world are getting closer in the aspects of society and culture with the exception of a closer economy. Ads, as a mass medium, not only introduce foreign products to domestic customers and publicize national produce to the international market, but play an irreplaceable role in promoting culture and cultural communication. Entertainment ads, due to catering for the taste of ordinary mass, are one of the most typical symbols that can manifest cultural differences. Therefore, their translations should focus on accuracy and faithfulness, and cultural elements should be taken into full consideration and be handled properly so as to achieve the effect of propaganda. According to basic criteria of ads translation, the thesis mainly studies the role which entertainment ads play in cultural promotion and basic principles and strategies of entertainment ads translation.  

Key words:  Entertainment advertisement,   Translation strategies,   Cultural differences, Cultural promotion

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