A Study on Translation of Advertisement-From a Cultural Perspective
|School||Zhejiang Technology and Business University|
|Course||Foreign Linguistics and Applied Linguistics|
|Keywords||Cultural absence Translation Equivalence Cultural strategy Advertising Translation|
Advertising and culture are inseparable . Advertising Translation biggest challenge is not only to get the equivalent of semantics , but also the cultural values ??and communicative function on . From the cultural perspective of discussion and study of the translation of the ad . The authors found through research culture in the existing ad translation problem is particularly evident missing , the result is caused by the failure of the communication of product information and cultural misunderstanding . The paper also discusses the cultural identity of the ad , that is caused by the differences in values, social norms and historical background of the Sino-British ad features different . In this paper, based on the introduction of Nida's functional equivalence theory Qiu Mao (1989 ) translation equivalence principle translated as advertising , advertising under the guidance of this principle translated four levels on that semantic , stylistic on functional and peer culture . To reach the culture on the majority of scholars held naturalized this view, of that naturalization policy is difficult to make the consumer contact and understanding foreign cultures, it is difficult to introduce their advertising novelty of foreign advertising . In view of this , the authors propose should be naturalized as a basic strategy , rational use of alienation strategies , the advertising translation . Contribute to the understanding of the advertising products implication cultural information and communication , to get the fullest publicity and promotion of the value of the product , so as consumers are attracted to know and love , and ultimately achieve translation from a cultural perspective to study advertising the ads are expected target .