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Western Cultural Differences on Advertisement Translation跨文化交际中广告的翻译 [3]

论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2013-11-07编辑:yangcheng点击率:8868

论文字数:1533论文编号:org201311062211278565语种:英语 English地区:中国价格:免费论文

关键词:跨文化交际翻译英语翻译

摘要:通过学习西方文化的差异,有效的市场营销,广告翻译,不仅有利于,也促进了文化的作用也不容忽视。在当今全球经济一体化的背景下,进一步研究推动中国的企业之间的关系,以适应经济全球化,国际市场,使中国的产品走向世界具有重要和深远的意义。

ermines that it is not as easy as word-to-word exchange. A translator not only masters the basic skills of languages, but understands cultural differences and the influence of western and Chinese cultural differences on advertising translation, of which impact on the translations maybe showed from the different social background, different value systems and different patterns of thoughts when translating the Chinese and English advertisement. [9]
People of different cultures can produce different association to the same color. Chinese people like to wear red wedding dress and send gifts wrapped in red when they get married; the color red is regarded as luck and happiness inChina. In the west, they may associate the color “red” with anger and blood. For example, a Chinese company exported electric fans to the foreign countries with the trademark “Red Star”, as a result western consumers cannot accept it and the product didn’t sell well. Therefore, we can translate it into “Bright Star” or “Shinning Star”.
 
In terms of politic value, westerners regard the official position as the common thing. Westerners pay more attention to the personal value and self-interests, and thus, it may lead to difference between Chinese and English advertising translation. For example, the trademark , should it be translated into “White Bear” or “Polar Bear”. “Polar Bear” has something to do with the current politics. In fact, the expression “Polar Bear” easily to reminds people of the Russian tsar and the feudal autocratic and military expansion for people. Therefore, “Whit Bear”

may be more acceptable. [10]
 

Here is another example to illustrate the point. When Japanese companyToyotaentered into the Chinese market, they created an advertising slogan “Where there is a Way for car there is aToyota.” This slogan is borrowed from one ofChina’s colloquialism “Where there is a will, there is a way”, but if it is publicized in English-speaking countries, it may make people puzzled. Hence Japanese company changed the advertising language into “Not all cars are created equal.” As we know, this advertising imitated the first sentence in The Declaration of Independence “All men are created equal”. In this way,Toyotamade its declaration that the quality of their cars is much better than others.


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