广告英语翻译中的文化对比 6100 字 广告英语翻译中的文化对比The Comparison of Culture in Advertising English Translation ent of Automotive Engineering f Hengyang Technician College , Hengyang 421101 China) Abstract: and opening-up, as ent of chinas economy, advertising industry has been developing quickly. The globalization of the y, Chinas entry to ent of the internet and information communication technology make the cross-cultural communication of advertising possible. Advertising translation is of great significance for the enterprises in exploiting the global market under the circumstance of globalization. This paper analyzes the influence of cross-cultural communications on advertising translation from the perspective of religion belief, history background, customs, values, aesthetic standard and analyzing. And it also discusses about principles and methods of advertising translation combined ples. Key ic globalization; advertising; advertising translation; culture 1 The Comparison of Cultural Differences in Advertising English Translation and thEir Performance 1.1. Differences in National Faith All ethnic groups in the iration has its oplex, and their arriage, food and other requirements are also various. Therefore, in the process of translation, ust fully respect the beliefs of local consumers, not to breach their taboos. In China, the long(dragon)is the totem of the spirit of Han nationality, is a symbol of good fortune and the rights of the feudal emperor of the time often put their oonster rear its ugly head(Nida, 2001:84). Bible repeatedly referred to the old dragon Satan ptation age of traitor. Therefore, to understand the different geographical countrys national religion, in order to avoid cultural taboos ads appear in the age in order to more successfully promote their products. 1.2. Differences in History Background So if only the advertisers design the English advertisements by taking the consumers the essential interests as the base and by taking the idea of self value realization as the goal. In culture centers on the personal value, mon thing. ore attention on the personal value and self interests. Its ad may lead to the dissimilarity in advertising translation. Such as the trademark(白熊), should it be translated to ething to do al political situation, Polar Bear have already had another extra meaning; people may easy regard it as the nickname ay be more acceptable. pany Toyota firstly entered into the Chinese market, they created an advertisement slogan. ./Translates/20160806/62637711.3. Differences in Value From the fundamental values of the consumers decide on the advertisement to recEive it or not, and then about the consumption behavior of consumers. First of all, English-Chinese ethnic groups, and the individualism and differences exist. Chinese consumers the impact of traditional culture, the existence of herd mentality, there are often ads causexxx that ore often ispersonality(individuality)independent(independence) and so on. Secondly, the fact that English and Chinese ers,the Chinese ents under the relationship has made great progresses, etc. Such a statement, intended to contrast the performance or quality of products and companies image. And in ers of such ads are the first reaction of ore attention to the authority of truth, such as the findings of testing; advertising is often more quantitative data to persuade the consumer(Zhang Xionghong,et al,2003:63). These shoode of selection an appropriate expression, enhance the acceptability of merchandise. 2 Conclusion Advertising is an important carrier of culture transmission, it is also the product of globalization and it extends the achievements of human civilization. It is the product of commercial economy and it reflects the level of development of a country. China and American are terican represents any difficulties, such as different languages, social customs and individual values. In a portant area of research, primarily because an understanding of these differences is needed I order to take on the creative challenge of communicating to people of diverse cultural backgrounds(Neark, et al,1988:151). There is an important sentence for advertising transmission across culture: knoportant as kno/Translates/20160806/6263771