英文广告翻译过程中文化差异现象探析

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1、.AbstractWiththedevelopmentofeconomyandtechnology,advertisingplaysmoreandmoreimportantroleinourdailylife.Advertisinglanguageasaspecialkindoflanguageisverydifferentfromcommonlanguage.Ithasitsownfeaturesinmorphology,syntax,andrhetoricaldevices.Basedonthat,weshouldchooseproperwordstoexpressth

2、eadvertising`meaningwhenwetranslatethefourgroups-ConsumerAdvertising,BusinessAdvertising,ServiceAdvertising,andPublicInterestAdvertising.Thispaperwillbepresentedinfourparts.Thefirstpartistheintroductionandthelastisconclusion.Thefocusofthispaperislaidonthemiddlepartswhichrespectivelyapproac

3、htothefeaturesofadvertisementlanguage,theculturaldifferenceinChineseandEnglishadvertisementtranslation,theprincipleofadvertisementtranslation.Keywords:Translation; EnglishAdvertisements;Principle;Culturaldifference摘要随着经济的发展，广告已经渗透到人们生活的各方面,而作为广告重要组成部分的广告语言文字，也脱颖而出，具有自己独特的风格和说明力。广告英语经过长期的发展

4、，在用词、造句、修辞等方面具有一定的特点。根据不同的特点，在翻译消费广告、商业广告、服务性广告及公益广告这四类主要广告时，也要同样注意使用恰当的词汇、修辞，来表现广告应有的含义。本文共分为四个方面着重探索广告的特征，以及广告翻译过程中的文化差异，广告翻译的原则。 ...Contents1Introduction……………………………………………………………………………….12FeaturesofAdvertising…………………………………………………………………..12.1EnglishMorphologyinAdvertising…………………………………………………

5、..12.1.1SimpleandInformal……………………………………………………………….12.1.2MisspellingandCoinWords………………………………………………………22.1.3UseofAdjectives…………………………………………………………………..32.2EnglishSyntaxinAdvertising………………………………………………………...32.2.1MoreSimpleSentences,LessComplexSentences………………………………..32.2.2DisjunctiveClause……………

6、………………………………………………….....43CulturalDifferencesinChineseandEnglishAdvertisement………………….........43.1RelationshipBetweenCultureandAdvertisingLanguage……………………………..43.2Culture-SpecificinAdvertisementTranslation…………………………………………63.2.1DifferencesinRelatedCulturalBackground…………………………………….....63.2.2D

7、ifferencesinCulturalValues………………………………………………………73.2.3DifferencesinNumbers……………………………………………………………...74ThePrincipleofEnglish-ChineseAdvertisementTranslation……………………….....84.1UnderstandingTargetLanguageCultureAdequately………………………………….84.2BalancingtheRelationshipBe