| 从商业视角探对外广告的翻译策略 |
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| 引用本文： | 罗晓云.从商业视角探对外广告的翻译策略[J].宁波教育学院学报,2010,12(4):70-72,75. |
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| 作者姓名： | 罗晓云 |
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| 作者单位： | 重庆师范大学外国语学院,重庆,400047 |
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| 摘 要： | 对外广告的翻译不仅仅是一种简单的语言转换,更是一种重要的商业行为,其目的是使广告在目的语市场发挥其功效争取尽可能多的消费者。然而,搞语言者大多不通商业,而经商者又大多不精外语,造成了汉英广告翻译中不可避免地产生一些构思和行文上的缺陷。探讨对外广告传播存在的缺陷,并提出相应的翻译策略,有助于更好地起到商业广告的宣传和推销效果。
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| 关 键 词： | 商业视角 对外广告翻译 翻译策略 |
Strategy on Foreign Advertising Translation from a Business Perspective |
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| LUO Xiao-yun.Strategy on Foreign Advertising Translation from a Business Perspective[J].Journal of Ningbo Institute of Education,2010,12(4):70-72,75. |
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| Authors: | LUO Xiao-yun |
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| Institution: | LUO Xiao-yun(College of Foreign Language,Chongqing Normal University,Chongqing 400065,China) |
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| Abstract: | Translation of foreign advertising is not just a simple language conversion,but also an important commercial activity.Its real purpose is to make advertising play its main efficacy in the target market so as to promote buying behavior of consumers.However,the majority of people engaging in language basically do not understand business,while people doing business do not master any foreign languages,which inevitably creates some defects in advertising ideas and textual translation and other issues.This paper is to explore major deficiencies on overseas advertising communication for the Chinese enterprises and puts forward translation strategies which enable the proposed external advertising translation to obtain its greatest economic benefits. |
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| Keywords: | business perspective foreign advertising translation strategy |
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