On Translation of Advertisements from the Perspective of Culture

Jian-hua ZHAN, Zhi-yun DONG

Abstract


Each language contains elements which are derived from its culture, such as idioms, proverbs, and other fixed expressions. Translation is not only an inter-lingual transfer, but also a cross-cultural communication. Along with the development of the economy and science, globalization is a more increasingly obvious phenomenon. There is is closer and closer relationship between countries. So the intercultural advertisements are becoming common. The inter-cultural advertisements transmission is to communicate with the consumers from different regions, different nations, different countries and different societies. And the politics, economy and cultural situations in these areas are different from those in their own nations. And in all of these differences, the difference between cultures is the one that has the greatest and the most direct influence on the transmission of advertisements. If one wants to do well in advertisements translation, one must have a good knowledge about the culture whose language is his target language. And in the transmission of advertisements, knowing what one should do is as important as knowing what one should not do. In this paper, the author takes into consideration the cultural factors that affect the translation of the intercultural advertisements and then offer some suggested strategies when doing the translation.Key words: culture difference; intercultural advertisements; translation strategies

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DOI: http://dx.doi.org/10.3968%2Fj.ccc.1923670020100603.011

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