自考本科《英语》毕业论文范文：在广告翻译中的文化差异

自考本科《英语》毕业论文范文标题：在广告翻译中的文化差异AbstractAstheproductofculture,advertisementdirectlyreflectscloserelationshipbetweenlanguageandculture.Perfectadvertisinglanguageisgoodforsellingtheproduct.Atthesametime,theworldisgettingincreasinglyglobalized,therearemoreandmorecommunicationandoperationofcross-cultural,advertisementtranslationreflectthecommercialactivities.Therefore,translatorshavetoconverttheideasandthoughtsbehindthesentencesintothetargetlanguagebyapplyingtheknowledgeofthetargetculture.Thispaperstudiesthesituationofculturedifferencesinadvertisementtranslation.Keywordsadvertisingtranslation;culturedifference;language摘要广告作为文化的产物，可以更直接的展示语言和文化的关系。精彩的广告语言有助于产品的推销。与此同时，随着经济全球化的发展，跨文化的交流、合作日趋频繁，广告翻译中存在的语言和文化的差异将影响着商业活动的发展。因此，译者要充分利用目标文化知识，把句子后面所承载的思想、概念尤其是文化传递给消费者。本文就广告翻译中出现的文化差异现象进行了探究。关键词：广告翻译；文化差异；语言1.Introduction1.1BackgroundIntroductionWiththedevelopmentofoursocialistmarketeconomysinceChina’sopeningandReform,advertisinghasbeendevelopingataspeednoonecouldhaveimagined.SinceCoco-colabecamethefirstAmericanproductavailableinChinain1979,foreignproductshavebeenfloodingintoChina.Withtherapiddevelopmentofinternationalbusinessintheworld,thereisagrowingneedforefficientinternationaladvertisingtranslationinorderthattheseproductscouldbeacceptedbyconsumerseasily.InternationaladvertisingtranslationisofgreatsignificanceininternationalizingofChina’senterpriseandopeningtheglobalmarketformade-in-Chinaproductsunderthecircumstanceofglobalizationofworldeconomy.Therefore,therehasbeenagreatmanyofscholarswhohavestudiedadvertisingtranslationfromvariousperspectives.Moreandmorebooksandarticlesaboutadvertisingtranslationhaveplayedanimportantroleinhowtopromotethesalesofcommoditiesabroad.However,thestudiesofadvertisingtranslationaregivenenoughattention.Therearetworeasonsthattheauthormakesadecisiontostudythetopicontheonehand,alongwiththefastdevelopmentoftheinternetandinformationcommunicationtechnology,theinternationaladvertisingwouldbepromotedtoanewstepandtheadvertisingtranslationwouldenjoyunprecedenteddevelopment.Theimportanceofadvertisingtranslationtellsitsowntaleontheotherhand,thestudyofadvertisingtranslationneedstobeimproved,foragreatnumberofscholarshaveonlyanalyzedtheexamplesandstrategiesofadvertisingtranslationsketchily.InordertomaketheChinese-Englishadvertisingtranslationmoresatisfactory,thisthesisfocusesontheanalysisofcross-culturepragmaticfailureinChinese-Englishadvertisingtranslationandexaminesappropriatestrategiesfordoingthetranslationwell.Anycountryornationhastheirownuniquetraditionalculturesincludingvalues,modesofthinking,moralrules,customs,lifestyles,etc,whichformsthedifferencesamongdifferentnationsonculture.HowtodotherightadsItisimportanttoknowthecultureofothers.Soweshouldstudytherelationshipamonglanguage,cultureandtranslationinordertodotherightchoicewhenwechoose.1.2TherelationshipamongLanguage,CultureandTranslationIntroductionLanguageisapartofcultureandplaysaveryimportantroleinit.Itcan’tequatewithculture.Thereisnoculturethathasnolanguageasitspart.Languageisthecarrierandcontainerofcultureanditalsoexertsitsinfluenceonculture.Humanknowledgeandexperiencearedescribedandstoredinlanguage.Customs,habitsandbehavioralpatternscanbedescribedandanalyzedinlanguage.Socialinstitution,valuesystems,beliefs,worldviewscanbedescribed,analyzedandevaluatedinlanguage.Eventhevisualartslikepainting,sculpture,anddancingandauditoryartssuchasmusicandsingingcanbedescribedandevaluatedinlanguage.Tobesure,culturecanexistintheformofmaterials.Butlanguageasthemediumofcommunicationisindispensableintheirproductionanduse.Itisconcludedthatlanguageandculturearecloselyrelated,influencingandshapingeachother.Tolearnaforeignlanguageimpliestolearnthecultureinwhichitisspoken.Alanguagecanneverbelearnedinaculturalvacuum.Cultureislearnedthroughlanguage.Withoutlanguageasthemediumforformalorinformalinstruction,nocultureeverbelearned.Somesocialscientistsconsideritisthekeystoneofculture.Withoutlanguage,theymaintain,culturewouldnotbepossible.Ontheotherhand,languageisinfluencedandshapedbyculture;itreflectsculture.Socialscientiststellusthatculturediffersfromoneanother,thateachcultureisunique.Asculturearediverse,solanguagesarediverse.Itisonlynaturalthatwithdifferenceinculturesandlanguages,differencesoftenariseincommunicatingbetweenculturesandacrosscultures.Understandingisnotalwayseasy.EveryoneofusshouldknowthefundamentalculturaldifferencebetweenChineseandnativespeakersofEnglish.TheteamnativeEnglishspeakerincludespeopleofmanycountries.Americans,Englishmen,Australians,Canadians,NewZealandersandothers.Eachofthesebelongstoaculturethatissomewhatdifferentfromtheothers,inspiteoftheircommonlanguage.Soifwedosomethingaboutforeignculture.Wehavetoknowledgesomethingaboutculture.Translationisanimportantpartoflanguage.HowtotranslatewellInmyopinion,itisnecessarytoknowthedetailofthelanguage.Ifyoufeelstudyinglanguageisadifficultthing,youwillfailtotranslate.WhenyoudotranslationyoushouldpayattentiontofollowingthingsFirst,studythelanguageyouwilluseinordertomakesurethatyouwouldnotdosomeerrorsaboutgrammarandc