Influences of Language and Cultural Differences on the

Advertising Translation

Abstract: Advertisement has become one of the most important products of culture in the modern age. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume products or service of a brand. Especially, advertising language is characterized by cultural and age background. Western languages are rule-dominated, while the Chinese is dominated by people. There are many differences in the structure of language, and when describe something in advertisement, Chinese tends to imagine, but English tends to preciseness. A good trademark translation embodies the perfect combination of translation technology and aesthetics. Different culture has different impact on advertising translation including history, value, and custom and so on. This paper gives a detailed analysis of advertisement translation, and some valuable examples.

中英語言與文化差異對廣告翻譯的影響

摘要：廣告已成為一種非常重要的文化產品之一，在當今時代，廣告已經成為不同地域之間的一種溝通的方式，它的方式通常是說服潛在客戶購買或消費自己的產品和服務。更重要的是廣告語言的特點是具有文化和時代背景。西方語言以規則為主導，而中國卻以人為主導；由于語言結構的不同，當他們描述事物時，中文注重幻想，但英語注重準確。一個好的商標翻譯體現了翻譯技術完美結合，不同的文化在廣告翻譯中具有非常重要的影響，它包括歷史，價值，習俗等。本文對廣告翻譯從語言和文化差異方面進行了詳細分析，還有一些有價值的例子。

關鍵詞：廣告; 廣告翻譯; 文化; 語言