1、AcknowledgementsI owe my profound gratitude to my supervisor, Ms. Yan Rongli, for her valuable suggestion, patience, and warm-hearted attitude in this paper. With her effort in reading, correcting and polishing this paper, I have fulfilled this paper with passion and creation.Also, I would like to t
2、hank my beloved faculties in XianYang Normal University for their encouragement and motivation. It really inspired me a lot in finishing this paper and helped me so much in understanding the culture.Last but not least, a special appreciation goes to one of my beloved friends, who is with wisdom and
3、knowledge, showing me so much of the cultural things between the Chinese and the western countries. It is definitely a constant source of my strength.AbstractIn the midst of the international exchange, advertisements, a main social media, plays a major role and have been applicated in peoples daily
4、life more and more widely. Advertising is not only an economic activity but also a cultural exchange. As a cultural product, it shows the differences between Chinese and the West very directly in English-Chinese translation. Starting from the definition and the functions of advertisements, this arti
5、cle mainly focuses on the differences between Chinese and the West from the aspects of five cultural factors: different trope, different thinking mode, different historical background, different views of value and aesthetic sense. In order to propagate the advertisements vividly to the people , this
6、 paper will introduce the influence of cultural shock on advertising translations in details and provide some practical translation skills.Key Words: cultural differences; advertisements; advertising translation摘 要在国际交流的过程中, 广告作为一种公众媒体传播手段，在人们的日常生活中得到越来越广泛的应用。广告不只是一种商业经济活动，更是一种文化交流。广告作为文化产物，非常直观地展现了
7、中西方文化的不同。本文从广告的定义及功能入手，主要讨论了中西方文化差异的五个方面：语言修辞，历史背景，思维模式，价值观念和审美情趣。同时，为了将广告生动地传播给中西方各国的民众，文章进一步就中西方文化差异对广告翻译的影响进行了详细分析，并提出了一些有效的翻译技巧。关键词：文化差异；广告语；广告翻译ContentsTOC o 1-3 h z u HYPERLINK l _Toc451764745 1. Introduction 1HYPERLINK l _Toc451764746 2. An overview of Advertisement 1HYPERLINK l _Toc451764747
8、 2.1 Definition of Advertisement 1HYPERLINK l _Toc451764748 2.2 The Functions of Advertisement 2HYPERLINK l _Toc451764749 2.2.1 Economic Function 2HYPERLINK l _Toc451764750 2.2.2 Ideological Function 2HYPERLINK l _Toc451764751 3. The Features of Advertising Language 3HYPERLINK l _Toc451764752 3.1 Co
9、mmon Use of Metaphors 3HYPERLINK l _Toc451764753 3.2 Common Use of Exaggerations 3HYPERLINK l _Toc451764754 3.3 Common Use of Simple sentences and Elliptical Sentences 3HYPERLINK l _Toc451764755 3.4 Common Use of Puns 4HYPERLINK l _Toc451764756 4. Cultural Differences in English and Chinese Advertis
10、ing 5HYPERLINK l _Toc451764757 4.1 Different Regional Environment 5HYPERLINK l _Toc451764758 4.2 Different Thinking Mode 5HYPERLINK l _Toc451764759 4.3 Different View of Value 5HYPERLINK l _Toc451764760 4.4 Different Aesthetic Sense 6HYPERLINK l _Toc451764762 5. Translation Methods of English Advert
11、isements from the Perspective of Cultural Differences 7HYPERLINK l _Toc451764763 5.1 Translation Principle 7HYPERLINK l _Toc451764764 5.1.1 Smoothness 7HYPERLINK l _Toc451764765 5.1.2 Faithfulness 8HYPERLINK l _Toc451764766 5.1.3 Conciseness 8HYPERLINK l _Toc451764767 5.2 Translation Techigues 8HYPE
12、RLINK l _Toc451764768 5.2.1 Paraphrase 8HYPERLINK l _Toc451764769 5.2.2 Transliteration 9HYPERLINK l _Toc451764770 5.2.3 Free Translation 9HYPERLINK l _Toc451764771 5.2.3 Imitative Translation 10HYPERLINK l _Toc451764772 5.2.4 Avoidance of Culture Taboos 11HYPERLINK l _Toc451764772 5.2.5 Adherence o
13、f Target Language Habits 11HYPERLINK l _Toc451764773 6. Conclusion 11HYPERLINK l _Toc451764774 Bibliography 12The Influence of Cultural Differences on English-Chinese Translation of Advertisements1. IntroductionAdvertising, the international commercial language, is a widely used medium of communicat
14、ion in modern society, and it is penetrating every corner of peoples life as the embodiment of commerce. Advertisement plays an important role in introducing foreign commodities to domestic customers and promoting domestic commodities to foreign customers. The purpose of advertising translation is s
15、ubordinate to the purpose of advertising, in other words, to the advertisers sales strategy. It is because the advertiser is targeting a foreign market that the advertising translation is involved. The main point is that the advertisings effectiveness depends on weather the translator could overcome
16、 the cultural difference.Therefore, the translator needs not only a solid foundation of language but also an in-depth understanding of the two countries culture. As a carrier of information, the translation of an advertisement should be distinctive, attractive, positive, readable and memorable. The purpose of a