The Study of Strategies of Advertisement Translation based on Cultural Differences广东外语外贸大学本科毕业论文（2013 届）The Study of Strategies of Advertisement（英文）Translation based on Cultural Differences论文题目浅析文化差异下的广告翻译策略（中文）学院公开学院专业 商务英语班级 2011级本科1班准考证号 011112301607作者姓名范曲平指导老师谭娟完稿时间2013年4月成 绩The Study of Strategies of Advertisement Translationbased on Cultural DifferencesFan QupingAbstract: Advertisement is closely connected with culture, and a nation s advertisement is almost reflective of the level of its culture and the value of its people. As a result, a good advertisement translation lies in attaining the effects of the advertisement with the source language by reflecting its corresponding cultural background and skillfully dealing with the differences between the two cultures. This paper will study the discrepancies between the Chinese and western cultures and their influences on advertisement translation and the possible ways to deal with them.Key words: strategies; advertisement translation; cultural differences浅析文化差异下的广告翻译策略范曲平摘要：广告与文化息息相关，一个国家的广告基本上反映了这个国家的文化水平和价 值观念，因而广告翻译质量的关键在于能否使译入语文化背景下的受众产生原文在源 语文化背景中的相应效果以及能否准确把握两种文化异同。笔者通过比较中西文化， 列举了中西文化差异的具体表现，分析了差异产生的原因，并以文化差异为切入点探 讨了广告语翻译策略关键词：策略；广告翻译；文化差异Contents1. Introduction12. The causes of the cultural differences13. The influences of cultural differences on the translation of advertisements23.1 Local customs23.2 Language factors23.3 Religious beliefs33.4 Social systems34. The characteristics of the advertisement language44.1 Numerous words or phrases instead of sentences44.2 Rich in the use of simple, incomplete and elliptical sentences44.3 Use of imperative sentence44.4 Use of various interrogative sentences55. Strategies for advertisement translation55.1 Three principles of advertising translation55.1.1 Be consumer-oriented55.1.2 Be informative65.1.3 Be concise, catchy and creative65.2 Three approaches for advertisement translation75.2.1 Direct translation75.2.2 Free translation75.2.3 Transliteration85.2.4 Creative translation85.2.5 Use rhetoric96. Conclusion9Works Cited10The Study of Strategies of Advertisement Translationbased on Cultural DifferencesGuangdong University of Foreign Studies 2013 Fan QupingTutor: Tan Juan1. IntroductionAccording to Alan Bradley, “advertising is the Life of trade” (Alan 13), which indicates the importance of advertising. But when it comes to translation, the translation theorist Eugene A Nida (1969) suggests that “Translating consists in reproducing in the receptor language, the closest natural equivalent of the source language message, first in terms of meaning and secondly in terms of style ”. That is to say, translation is not limited to mere transformation between those words and expressions of different languages. Instead, it requires recomposing the original languages structure, changing your expressing angle of view, and then accurately seizing the closest natural equivalent of the source language message and the term of style. Lamber (1997) also pointed out that translation is not simply about the transformation of different languages, but an activity deeply connected with social cultures and ethics. Thus, a good knowledge of both the source and the target culture and comparing their differences is very necessary for a good translation. In order to explore the ways of translating advertisement considering the involved cultural differences, this paper first traces the causes of the differences between the Chinese and the western cultures, then elaborates their specific discrepancies and certain examples of their influences on the translation of business advertisement , and finally lists several principles and approaches for advertisement translation.2. The causes of the cultural differencesAncient Chinese culture originated from a big river basin as an agricultural civilization, which made the people always content with his lot. And because they lived their whole lives by cultivating, their culture always tended to be introverted. In addition, the culture of China and even the area of east and south-east Asia, with China as the representative one, is profoundly influenced by the Confucianism and Buddhism, and can be traced back to the Warring State Period with the Six Meridians by Confucius as its origin and foundation. This kind of culture features valuing cultivating personal integrity and the power of ethnics, combating force, emphasizing the harmonious coexistence between men themselves and human and the nature, seeking mental detachment, and taking “benevolence” and “filial piety” as the core of the social framework.The Greek civilization which originated along the coast of the Aegean Sea is a kind of ocean civilization, and cultivating in the ancient Europe was not as important as that of the ancient China. As a result, the Europeans tended to be fond of exploring in t