| 文化视角下的广告翻译策略 |
| |
| 引用本文： | 张娟.文化视角下的广告翻译策略[J].牡丹江教育学院学报,2012(5):49-50. |
| |
| 作者姓名： | 张娟 |
| |
| 作者单位： | 荆楚理工学院外国语学院,湖北荆门,448000 |
| |
| 摘 要： | 广告是一种营销手段,也是一种以文化为载体的传播活动.广告与文化密不可分.本文从文化的视角出发,阐述英汉广告翻译在物质文化、制度文化和心理文化方面所体现的差异,提出广告翻译应以奈达功能对等理论为指导,遵循文化对等和劝购功能对等的原则,并结合实例分析实现对等原则的翻译策略.
|
| 关 键 词： | 广告翻译 文化差异 文化对等 功能对等 翻译策略 |
Translation Strategies of Advertisements from a Cultural Perspective |
| |
| ZHANG Juan.Translation Strategies of Advertisements from a Cultural Perspective[J].Journal of Mudanjiang College of Education,2012(5):49-50. |
| |
| Authors: | ZHANG Juan |
| |
| Institution: | ZHANG Juan(School of Foreign Languages,Jingchu University of Technology,Jingmen,Hubei 448000) |
| |
| Abstract: | The advertisement is a tool for sales promotion and also a transmitting activity which takes culture as a vehicle.The advertisement is closely related to culture.This paper attempts to analyze the differences in translation of both English and Chinese advertisements in terms of material culture,institutional culture and mental culture.It proposes that advertisement translation should take Nida’s functional equivalence as guidance,and follows the principle of cultural equivalence and persuasive-functional equivalence.Moreover,based on the analysis of certain examples of advertisements translation,this paper proposes specific translation strategies so as to achieve the above-mentioned equivalence. |
| |
| Keywords: | translation of advertisements cultural differences cultural equivalence functional equivalence translation strategies |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
