The Cultural Differences in Advertisement Translation 英语专业毕业论文 商务商标翻译鉴赏.doc

PAGE   PAGE - 9 -  PAGE - 1 - The Cultural Differences in Advertisement Translation Abstract: As the product of culture, advertisement directly reflects close relationship between language and culture. Perfect advertising language is good for selling the product. At the same time, the world is getting increasingly globalized, there are more and more communication and operation of cross-cultural, advertisement translation reflect the commercial activities. Therefore, translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture. This paper studies the situation of culture differences in advertisement translation. Key words: advertising translation; culture difference; language 1. Introduction 1.1 Background Introduction With the development of our socialist market economy since China’s adoption of open-up policy, advertising has been developing at a speed no one could have imagined. Since Coco-cola became the first American product available in China in 1979, foreign products have been flooding into China. With the rapid development of international business in the world, there is a growing need for efficient international advertising translation in order that these products could be accepted by consumers easily. International advertising translation is of great significance in internationalizing of China’s enterprise and opening the global market for made-in-China products under the circumstance of globalization of world economy. Therefore, there has been a great many of scholars who have studied advertising translation from various perspectives. More and more books and articles about advertising translation have played an important role in how to promote the sales of commodities abroad. However, the studies of advertising translation are given enough attention. There are two reasons that the author makes a decision to study the topic: on the one hand, along with the fa