从跨文化角度看中西方广告特征及其翻译策略_施秀川

2007年12月号中旬刊文教资料摘要:广告翻译是不同文化的交流,是跨国文化的商品营销宣传活动。

译者在翻译时在坚持一般性翻译原则时,应充分了解目的语国家的文化因素和消费心理,同时采取灵活的策略,使翻译的广告具有推销能力、记忆价值、注意价值和可读性。

关键词:广告翻译中西文化差异策略随着经济全球化和世界对外贸易的发展,我们与世界各国商品流通更加频繁,有更多的外国商品进入中国市场,也有越来越多的中国企业把产品推向国际市场。

因此,商品的广告宣传在对外贸易中就起着不可估量的作用。

广告翻译也开始为越来越多的人所重视,因为广告翻译作为一种综合性的跨文化交流活动,它不是简单的语言互换,它可以冲击产品输入国消费者固有的传统文化心理,影响其购买决策,从而影响商品的市场占有率和商品的销量。

所以我们在进行广告翻译时,必须具有敏锐的跨文化意识和丰富的文化知识,掌握灵活的翻译策略,达成两种文化的和谐。

一、文化差异与广告语言的翻译广告语言的跨文化研究揭示了语言文化与思维之间的关系。

“文化是语言和思维相互作用的综合体。

语言既可以表达文化模式、风俗习惯和生活方式,也可以反映某一特定文化的世界观”。

(Brow nd,1980语言既是思维的载体,又是思维的主要表现形式。

(一中西国际广告的跨文化因素,主要表现在两个方面广告文化属亚文化,是依附于主体文化的。

随着世界经济的发展,经济、科学技术国际交流的增多,世界正向“地球村”的方向发展,广告文化的融合也在所难免。

1.不同的文化价值观中国文化的价值观有深厚的人文主义精神,人的价值通过“内省”、“克己”来表现。

儒家倡导的“修身、齐家、治国、平天下”强调道德规范自觉能力,形成中国人内倾的性格。

而西方人是外倾的性格,更注重产品广告的外在形式,讲感观效果。

2.不同的心理结构中国国民稳固的心理结构,以“仁”、“务实”、“忍耐”为基本内容,形成中国人特有的文化心理。

具体表现为大统一观念:重权威、轻事实;从众心理:重群体、轻个体;小农意识:重实惠、轻意念;人情至上:重道德、轻效果;平均主义:重搭配、轻竞争。

文化视角下的英文广告翻译策略随着全球化的发展，英文广告翻译策略越发重要。

在不同的文化视角下，翻译需更加考虑目标受众的文化背景和心理差异，以确保广告的传播效果。

本文将从文化视角下探讨英文广告翻译策略，并提出相应建议。

一、考虑目标受众的文化特点在制定英文广告翻译策略时，首先需要考虑目标受众的文化特点。

不同文化对于文字和形象的认知有所差异，因此翻译策略需要根据目标受众的文化特点进行调整。

在向中文读者展示英文广告时，需要注意中文读者对于英文文字和形象的接受程度，避免出现与目标受众文化背景相违背的信息。

二、保留广告的文化特色翻译英文广告时，往往需要将原文中的文化特色转化为目标文化的特色，以使得广告更加贴近目标受众的文化背景。

但同时也需要保留原文广告的文化特色，避免在翻译过程中出现对原文广告文化特色的失真。

在翻译过程中需要兼顾两种文化的特色，以确保广告的传达效果。

三、考虑目标市场的文化禁忌在翻译英文广告时，需要考虑目标市场的文化禁忌，避免出现与目标市场文化背景相违背的信息。

某些文化背景下的文字和形象可能会被视为不雅或冒犯，因此需要在翻译过程中避免出现这些文化禁忌。

在翻译广告内容时，也需要考虑目标市场的宗教信仰、价值观念等因素，避免触及敏感话题。

四、采用文化整合翻译策略文化整合翻译策略是指将原文广告的文化特色与目标文化的特色相结合，以使得广告更加贴近目标受众的文化背景。

在翻译过程中，可以采用一些文化整合翻译策略，比如将原文广告中的文化元素通过对等文化元素的替换或添加而转化为目标受众的文化特色，以确保广告的传达效果。

也可以通过运用本地化的表达方式来增加广告的接受度，使得广告更加符合目标受众的文化背景。

五、借助跨文化沟通工具在翻译英文广告时，可以借助跨文化沟通工具来解决翻译中的文化问题，以确保广告的传达效果。

跨文化沟通工具可以为翻译人员提供相关文化背景资料和专业建议，帮助他们更好地理解目标受众的文化特点，从而在翻译广告内容时更加准确地考虑目标受众的文化背景。

中西文化视角下商业广告的互译一、地理位置上的文化差异由于一些文化认识上的差异，中国人和西方人对地理位置的理解是有差别的。

比如，中国人喜欢“东”“南”这些方位词，比如“紫气东来”表示吉祥；“东山再起”，“福如东海，寿比南山”，在旧年代称老板为“东家”，请客尊贵的人一定坐在东边主位等；相对比较讨厌带“西”和“北”的方位词，“驾鹤西去”“一命归西”是说一个人去世；“西风落叶”“古道西风瘦马夕阳西下”等，“北风”指的是寒冷的冬风，还有形容生活窘迫，让人喝“西北风”等。

西方人则对“west”比较喜爱，比如在著名诗人雪莱的《西风颂》中（OdetotheWestWind），对西风大肆赞扬，“It’sawarmwind：thewestwind：fullofbirds’cries.”（暖暖的西风，充满着鸟儿的呼声。

）可能中国人看了会觉得“西风”怎么会暖和呢？这就是由于其地理位置造成的，因为英国濒临大西洋，东面是欧洲大陆，西风从大西洋吹过来，带来的西风就是温暖和煦的。

正是这种地理文化上的差异，在中国，才有“东风”牌汽车，“东方红”拖拉机；在西方则有Zephyr（西风）牌汽车。

二、商务广告的翻译手法在不同翻译理论的指导下，人们采用了各种各样的广告翻译技巧与方法，比如“音译法”“直译法”“意译法”“套译法”等。

结合以上谈到的广告文体特征，尤其是在跨文化角度下，笔者将从归化异化这两种常用的翻译策略出发并结合广告实例进行分析，从而准确翻译广告词。

（一）归化和异化与翻译德国学者施莱尔马赫1813年宣读了一篇论文，在文章中他提出了以下说法：以作者为中心的译法，即让读者主动靠拢作者；和以读者为中心的译法，即让作者主动靠拢读者。

1995年，美国学者韦努蒂在《译者的隐身》一书中提出了翻译的与异化理论。

根据韦努蒂，归化就是在翻译中采取透明、流畅的风格，最大限度地淡化原文陌生感的翻译策略；异化则被定义为，偏离本土主流价值观，保留原文的语言和文化差异。

从跨文化的角度探讨广告翻译[摘要]广告翻译是一种跨文化的交际活动，成功地翻译广告应努力满足“AIDMA”法则。

本文从价值观念、文化习俗、思维方式和美学心理四个方面来阐述文化差异对广告翻译的影响，试图从跨文化的角度来探讨广告在跨文化背景下的有效翻译方法。

[关键词]文化差异；跨文化交际；广告翻译本文通过译例分析来说明文化差异对广告翻译的影响，探讨广告在跨文化背景下的翻译方法。

1 价值观念的差异对广告翻译的影响东西方价值观念的差异最主要表现：东方强调集体主义，西方崇尚个人主义，集体主义的价值观使得中国人随大流的从众心理根深蒂固，奉行无我文化，由此汉语的电视广告中常出现大家争先恐后购买的镜头，“大家好，才是真的好”、“男女老少皆宜”、“大家都喜欢”等这些词语来极力渲染和说服消费者购买同一种商品,宣传群体行为成了汉语广告的重要诉求方式，而崇尚“个人主义”的西方人更注重个性和独立，西方广告常使用第二人称诉求对象“Yo u”，以针对个人的口吻对消费者进行说服，使人感到受到尊重，从而产生购买欲望，西方广告语中像“s p e c i a lfor you、meet your special needs、uniqueness ofproducts”等词语随处可见，耐克的广告语“Just do it”充分反映了西方人的性格特征，广告宣传常以产品的个性化特点为诉求对象。

在广告翻译中，有些译者往往忽视了东西方价值观的差异，对外广告中具有明显中国特色的词语屡见不鲜，如：“be loved by all, suitable formen,women and children”，这样的广告词没有突出产品的“uniqueness”，使得西方消费者觉得这种广告言过其实。

在把英文广告翻译成中文时，也不可过多强调产品的个性化和特别适合的人群，否则中国的消费者会觉得质量不能令所有人满意，很难产生购买欲望。

所以广告翻译要实现原语价值观向目的语价值观的转换。

文化视角下的英文广告翻译策略【摘要】This article explores the importance of cultural perspective in translating English advertisements. It discusses the impact of cultural differences on advertising translation, the sensitivity to culture in translation, strategies for cultural adaptation in translation, considerations of cultural factors in translation, and the importance of cultural inclusivity in advertising translation. The conclusion highlights the significance of cultural perspective in English advertising translation, summarizes the strategies for translation, and discusses the future development of strategies in this area. Ultimately, understanding and respecting cultural perspectives is essential for successful and effective advertising translation.【关键词】文化视角、英文广告、翻译策略、文化差异、文化敏感性、文化转化策略、文化因素考量、文化包容性、重要性、未来发展1. 引言1.1 文化视角下的英文广告翻译策略With the increasing globalization of markets, the need for effective advertising translation strategies has become more important than ever. One aspect that is often overlooked but crucial in the process is the consideration of cultural perspectives. Culture plays a significant role in shaping the way people perceive and interpret messages, and this is particularly true in advertising.2. 正文2.1 文化差异对广告翻译的影响Cultural differences play a significant role in the translation of advertisements, as they can greatly impact the effectiveness and reception of the message by the target audience. These differences can manifest in various aspects such as language, values, beliefs, symbols, and social norms. Understanding and navigating these cultural nuances is essential for successful advertisement translation.2.2 广告翻译中的文化敏感性In the process of translating advertisements, cultural sensitivity plays a crucial role in ensuring that the message is effectively conveyed to the target audience. Cultural sensitivity refers to the ability to understand and respect the culturaldifferences that exist between the source and target languages. When it comes to advertising translation, being culturally sensitive means being aware of the nuances and subtleties of the target culture and adapting the message accordingly.2.3 广告翻译中的文化转化策略In the process of translating advertisements, cultural transformation strategies play a crucial role in ensuring effective communication with the target audience. Cultural transformation refers to the adaptation of cultural elements from the source language to the target language in a way that is appealing and appropriate for the local audience.2.4 广告翻译中的文化因素考量When translating advertisements, cultural factors play a crucial role in ensuring the message resonates with the target audience. Here are some key considerations when dealing with cultural factors in ad translation:2.5 广告翻译中的文化包容性In the process of translating advertising content, cultural inclusivity is a crucial aspect to consider. Cultural inclusivity refers to the ability of an advertisement to resonate withindividuals from diverse cultural backgrounds by being sensitive to their beliefs, values, and norms.3. 结论3.1 文化视角对英文广告翻译的重要性Understanding cultural nuances allows translators to adapt the message to suit the cultural context, ensuring that it is relevant and engaging to the audience. By incorporating cultural references, idioms, and symbolism, the translation can effectively convey the intended message without causing confusion or offense.3.2 文化视角下的英文广告翻译策略总结In conclusion, the cultural perspective is essential in the translation of English advertisements. By taking into account cultural differences, sensitivity, transformation strategies, considerations of cultural factors, and inclusivity, translators can ensure that advertisements effectively communicate the intended message to a diverse audience.In summary, the key points to remember when translating English advertisements from a cultural perspective include:3.3 文化视角下的英文广告翻译策略的未来发展The future development of English advertising translation strategies from a cultural perspective is promising. As globalization continues to connect people from different cultural backgrounds, the importance of cultural sensitivity in advertising translation will only increase. With the rise of digital marketing, the need for accurate and culturally appropriate translations will become even more crucial.。

如今,人们对翻译活动背后隐藏的文化问题越来越关注。

传播中的文化因素,是决定翻译的一个重要因素。

一定的文化传统、信仰和价值观在很大程度上左右着商业经营者以及消费者的心理、行为,从而影响各国广告活动。

因此,在进行广告翻译时,必须具有敏锐的跨文化意识和丰富的文化知识,充分考虑到源文化和目的语文化,在识别文化语境的差异过程中,适时调控自己的文化导向,达成两种文化的和谐。

一则优秀的广告在原文的语言和文化背景中是成功的,但如果在翻译时忽视广告的预期目的和特殊功能,一字不改地译成另一种语言的话,就不一定能达到原来的效果,甚至会适得其反。

因此中西文化差异是影响广告翻译策略的一个重要因素,也是在广告翻译中值得探讨的一个课题。

1.词汇的意蕴差异词汇的意义可分为概念意义和内涵意义。

词汇的概念意义相同,内涵意义有时会相去甚远。

如果只按字面直译,不考虑目的语国家的宗教、文化、政治、风俗等因素,那么译出来的东西会有悖于西方文化,就会造成交际失误,达不到相应的宣传和推销产品的目的。

1899年,英国联合利华公司,研制了一种新型“MONKEY ”牌香皂,产品进入市场遭到失败,原因是猴子有不洁的含义,容易让消费者反感。

后来采用LUX (力士作为该香皂名称,由于简单、易读、易认、易记忆,从此销售大增,风靡全球。

因此,译者应多注意广告词语的广泛的文化内涵。

如果不熟悉目的语文化的差异并做出适当的文化转换,得出的译文可能与原来的创意背道而驰。

2.文字形式差异不同国家、民族和地区所用的文字是不同的,对某些文字的偏好和厌恶也大相径庭。

众所周知中国人喜欢“福”、“寿”、“喜”、“乐”等比较喜庆吉祥的字。

根据美国作家Irving Wallace 选出的最美丽的英文字是:chime (一串铃、golden (金色的、lullaby (摇篮曲、melody (旋律、murmuring (低语等。

这些文字不仅寓意优美,而且外形美丽,可引起人们美好心理反应和视觉效果。

毕业论文前期报告毕业论文题目：从商业广告看文化因素对广告翻译的影响The Influence of Culture Elements on the Translation ofAdvertisements-Take Commercial Advertisements as an Example学生姓名：杨小艺学号：098802班级：英语C093指导教师：侯晓佳职称：讲师报告提交日期：2013，4，13前期报告内容Nowadays English culture plays a more and more important role in people’s life, especially in business communication. To market a company’s products, advertisement plays an indispensable role. English advertising language is an important component of modern English culture. It has unique language feature which are the reflection of English culture. How English culture influence advertisements is an interesting topic. There are many theories on English culture and researches on the features of advertisements. However, there are fewer researches on the culture influence on advertisements.How people and cultures define themselves has great impact on their business practices. Consider the case of Japan, where group goals and needs are almost always placed ahead of those of individual. In Japan, the classic American hero—the self-made man or woman who boastfully looks out for “number one”—is hardly an ideal. There the individual gives way to the group. Decisions are made on a consensus basis and group harmony is the desideratum—to the point that even when visitors are thought to be dead wrong, the Japanese will never tell them that they are. The Dutch researcher and business consultant, Geert Hofstede, has developed a useful framework that define and classify national cultures. Each issue ultimately has a very real effect on how people process information and interacts, either personally or with business colleagues. The four dimensions consist of :(1) individualism(“I”consciousness versus “we”consciousness);(2) power distance(levels of equality in society);(3)uncertainty avoidance(need for formal rules and regulations);(4) masculinity(attitude toward achievement, roles of men and woman). A fifth dimension has also been added to distinguish culture difference: long-term versus short-term orientation. This theory can be used to explain many business programs.British and American culture is a multifaceted and broad concept, which contains language, religion, values and attitudes, manners and customs, material elements, aesthetics, education and social structure. Jonathan Crowther provides insights into what is important or popular in present-day Britain and America in an engaging manner, focusing on the practical applications of such information in The Oxford Guide to British and American Culture (New Edition2005). The Guide discovers facts and figures about Britain and America in the 21st century，explores the lives of the rich, the famous and the infamous, history, legends, festivals, music, food, shopping, and attitudes，looks up famous quotations and sayings and finds out who said what and get ideas of what to read-choose from lists of books that won the Booker, Pulitzer and other prizes plus suggestions for further reading.Advertisement, as a medium of promotion, intends to enhance the product’s reputation, attract more customers, and consequently stimulate them to buy it. So the application of advertising techniques and methods in advertisements can inspire consumers to purchase the product. There are many theories on advertisement which can be divided as advertisement targeting theories, advertising communication theories and advertisement marketing theories.The advertisement targeting is essential to the advertisement which determines whether the advertisement is successful or not. For fifty years, the advertisement targeting theories went through three stages, namely USP theory advocated by Rosser Reeves in the 1950s, CI theory advocated by David Ogilvy in the 1960s and modern target theory advocated by Al Rise and Jack Trout after 1970s. USP or Unique Selling Proposition means propose the consumers to buy the product because its unique feature or selling point. While in the 1970s, David Ogilvy changed the USP theory that is based on the product into CI theory that is based on image. Then Japanese scholars developed his theory which became a system called CIS, namely CorporateIdentity System. This system consists of three components: MI (Mind Identity) that reflects the basic value of a company, BI (Behavior Identity) that demonstrates a series of activities of a company and VI (Visual identity) that visualize the image of a company. After 1970s, Jack Trout and other masters of advertisement put forward the modern advertisement theory. The basic target principle is not creating novel product, but operating people’s idea and taking up a certain position.Advertising communication is a process of spreading information. Many well-known scholars have advocated numerous theories on advertising communication, but the most classic theories are AIDMA theory and CS theory. AIDMA stands for five psychological activities: attention, interest, desire, memory and action. This is an advertising pyramid which the information is becoming less effective, the more people it reaches.The most typical example of advertisement marketing theory is Integrated Marketing communication theory which was advocated by Don E. Schultz. It is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.Language, the carrier of culture, is an essential part of culture. Through the analysis of language, we can have a clear view of a nation’s culture. The language feature of the advertisements is diverse, such as simple, easy to remember, abbreviation, novel words. Besides, the advertisements also contain many rhetorical features. “K odak is Olympic color” is an example of metaphor. “A sk for More”“I am More satisfied”these two pieces of advertisements smartly took advantage of pun, because “more” not only serve as the function word, but also symbolizes the More cigarette. “Curls that last and last at last” is repetition. There are other features such as exaggeration, personification, and alliteration.Advertisement culture is featured by popularity，commerciality and nationality. Cultural traditions，beliefs and values exert influence on the mentality and behavior of commercial practitioners and consumers to a large extent so as to influence advertisement activities of various countries. From the way of thinking, we can seethat western people tend to be more logical and reasonable than our Chinese people. Their advertisements seldom directly say the benefits of their product, but make the consumer themselves to infer the benefits. Besides, western culture is centralized in “individualism”. Their mature character is embodied by independence and subjectivity. Individualism almost becomes the theme of western advertisements. No matter what kind of products and no matter how wonderful the originality is, the ultimate theme always comes down to individuality, freedom and self-esteem. Their color, visual impact and picture are very impressive. People can be astonished by their exaggeration, boldness and imagination. Therefore western culture is extrovert culture which emphasizes more outer form and visual impression.Different nationalities have a kind of rooted attitude towards consummation and a certain psychological thinking pattern and preference. Such as “We know y ou are both gourmet and weight watcher. Our cake keeps you on both.”, “gourmet” and “weight watcher”assure the customer that the cake is fat-free and delicious. Life customs and philosophical concept also have an effect on the advertisements. Such as “natural herb, pure honey” and “humor, health and happiness, i t’s a gift we’d love to give.”These advertisements reflect what they want to have. National self-identity influences the advertisements. Such as “one swallow does not make a summer.”, “swallow” both means “a kind of bird” and “a kind of action” which enable people to itch to try. Every successful advertisement is a combination of linguistics, psychology, sociology, economics and aesthetics and coordinates with a nation’s culture. Then it becomes a precious art.The influence of culture on advertisement is written by Franziska Pfound. The relevance of this topic is shown by the true story of the Gerber Company.This story shows that culture has an enormous impact on advertisements. The fact that makes it more important than it has never been before is globalization. As more and more companies are taking the decision to market their products abroad, they are facing cultural and linguistic dilemmas which international advertising invariably rises. This report aims to give an insight into this complex subject.Mars Company is an American manufacturer of confectionery, pet food, andother food products with US$30 billion in annual sales in 2010, and is ranked as the 5th largest privately held company in the United States by Forbes. As a famous international company, its products are widely marketed around the world, such as DOVE、M&M's、SNICKERS、SKITTLES. Its advertisements have been well known to their consumers. How many aspects of the English culture does it contain? How the advertisement embodies the effect of English culture? What’s the significance of the effect? I will study these questions by analyzing the advertisements of Mars Company. Through a detailed study of the thesis, readers can have knowledge of the culture behind the advertisement and its meaning.ReferencesCrowther, Jonathan, 2005, Oxford Guide to British and American Culture [M], Oxford University PressPfund, Franziska, 2002, The Influence of Culture on Advertisement [J], unpublished master paper.Mitchell, Charles, 2000, International Business Culture, Shanghai foreign language education press.王白菊，2005，英语广告语言与文化[J]，黑龙江教育学院学报，第2期。

从跨文化的角度谈中英广告语的翻译一、引言随着全球经济一体化进程的加快，世界各国之间的商贸往来日渐频繁。

为了能迅速打开更大的国际市场，竭尽全力促进本国产品的研发并成功的将本国产品推介至世界市场，成为了各个国家品牌企业追求的目标。

而促进产品销售的其中一个非常重要的手段便是广告宣传。

于是，广告的翻译需求越来越大，广告翻译的质量问题也越显重要。

商品文化是广告文化的核心，而营销文化是广告文化的主要表达方式。

广告文化有商业性以及时代性的特征。

广告不仅是将商品推向市场的不可或缺的手段，也是一种文化的载体，它承载着一定的文化价值。

广告作为一种交际方式,其语言也是社会文化和思维模式的反映。

那么要想实现广告的有效信息传递，翻译的过程中就必须考虑文化这一因素。

本文从跨文化角度探讨广告的翻译，试图探索出一种跨越文化障碍，实现有效信息传播的广告翻译方法。

二、影响中英广告翻译的跨文化因素2.1不同的文化价值观中国的文化价值观有着深厚的人文主义精神。

人们的价值观是通过“克己”和“内省”来体现的。

尤其是中国文化的主流，儒家思想强调了人们“内省”的特征。

这些价值观都传承自儒家、道家以及佛教，于是形成了中国人相对含蓄内倾的性格特征。

中国广告的制造都是以中国传统文化的道德规范为背景的。

中国人更加注重广告宣传中产品的内容以及广告产生的影响。

而西方人形成了相对外向的性格特征。

他们更加关注广告宣传中产品的外部形式。

简而言之，西方人注重广告外在的视觉效果，追求感官上的享受。

2.2不同的哲学观以及心理结构我国传统文化中的一个基本的哲学观念便是‘天人合一’，即中华民族坚持一元论；然而，欧美文化强调个人的自由发展，物质的多样性以及自然界的变化，即欧美国家坚持多元论。

博爱,仁义的价值观深深扎根于中国传统文化中，从而一直是人们遵循的道德规范和社会推崇的的价值观。

对中国人而言，体贴和关爱他人一直是人们所推崇的情怀，集体利益高于个人利益。

然而在西方社会传统文化中,个人利益基于集体利益之上，强调个性,自我发展，个人自由。