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在广告翻译中的文化差异

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

摘要：广告作为文化的产物，可以更直接的展示语言和文化的关系。精彩的广告语言有助于产品的推销。与此同时，随着经济全球化的发展，跨文化的交流、合作日趋频繁，广告翻译中存在的语言和文化的差异将影响着商业活动的发展。因此，译者要充分利用目标文化知识，把句子后面所承载的思想、概念尤其是文化传递给消费者。本文就广告翻译中出现的文化差异现象进行了探究。

关键词：广告翻译；文化差异；语言

1. Introduction

1.1 Background Introduction

With the development of our socialist market economy since China’s opening and Reform, 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 intoChina. 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 ofChina’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 fast development of the internet and information communication technology, the international advertising would be promoted to a new step and the advertising translation would enjoy unprecedented development. The importance of advertising translation tells its own tale: on the other hand, the study of advertising translation needs to be improved, for a great number of scholars have only analyzed the examples and strategies of advertising translation sketchily. In order to make the Chinese-English advertising translation more satisfactory, this thesis focuses on the analysis of cross-culture pragmatic failure in Chinese-English advertising translation and examines appropriate strategies for doing the translation well.

Any country or nation has their own unique traditional cultures including values, modes of thinking, moral rules, customs, life styles, etc, which forms the differences among different nations on culture. How to do the right ads? It is important to know the culture of others. So we should study the relationship among language, culture and translation in order to do the right choice when we choose.

1.2 The relationship among Language, Culture and Translation Introduction

Language is a part of culture and plays a very important role in it. It can’t equate with culture. There is no culture that has no language as its part. Language is the carrier and container of culture and it also exerts its influence on culture. Human knowledge and experience are described and stored in language. Customs, habits and behavioral patterns can be described and analyzed in language. Social institution, value systems, beliefs, world views can be described, analyzed and evaluated in language. Even the visual arts like painting, sculpture, and dancing and auditory arts such as music and singing can be described and evaluated in language. To be sure, culture can exist in the form of materials. But language as the medium of communication is indispensable in their production and use. It is concluded that language and culture are closely related, influencing and shaping each other. To learn a foreign language implies to learn the culture in which it is spoken. A language can never be learned in a cultural vacuum. Culture is learned through language. Without language as the medium for formal or informal instruction, no culture ever be learned. Some social scientists consider it is the keystone of culture. Without language, they maintain, culture would not be possible. On the other hand, language is influenced and shaped by culture; it reflects culture.

Social scientists tell us that culture differs from one another, that each culture is unique. As culture are diverse, so languages are diverse. It is only natural that with difference in cultures and languages, differences often arise in communicating between cultures and across cultures. Understanding is not always easy. Every one of us should know the fundamental cultural difference between Chinese and native speakers of English. The team native English speaker includes people of many countries. Americans, Englishmen, Australians, Canadians, New Zealanders and others.  Each of these belongs to a culture that is somewhat different from the others, in spite of their common language. So if we do something about foreign culture. We have to knowledge something about culture.

Translation is an important part of language. How to translate well? In my opinion, it is necessary to know the detail of the language. If you feel studying language is a difficult thing, you will fail to translate. When you do translation you should pay attention to following things: First, study the language you will use in order to make sure that you would not do some errors about grammar and common sense. Second, know the cultures about the language you use so that you do less cultural errors and make the reader accept. Third, pay attention to the right way of translation. Above all, we could get the information: language is an important part of cultural. We can not separate language from culture. The view is important for learning communication by using language. Translation is a part of language. Language is the necessary condition of translation. Translation is not only the changing of language, but also it is the changing of culture.

Due to the relationship and characteristics among culture language, and translation, in other words, it is the process of rendering the culture underlying the language. It is not simply understood as an activity on linguistic facet. We hold that to translate from one language into another, in a sense, is to translate the culture of the language.

2. Translation of English Advertisement

2.1 General Introduction of Advertisement

Advertising is one of the marketing strategies in the international business activities. Advertising exit everywhere and influence us every day. According to a statistics, one third of the present-day newspaper’s space is used for advertising in England. Advertisement is a widely used medium of communication in business activities in our modern society. Therefore, it is necessary for us to know advertisements’ characteristics.

2.2 Basic Purposes and General Principles of English Advertisement Translation

2.21 Basic purposes of English Advertisement translation into Chinese

To do a good job in advertisement translation, we should first know the aim of advertisements. The goal of advertisement can be summarized as follow: A. Attention, B. Interest, C. Credibility, E. Action. To be more accurate, advertisements must attract people’s attention----for example, by using bold type and eye-catching pictures. Next, advertisements must arouse the prospective customers’ interest in the product and build credibility for the product. Then advertisements should be able to arouse a buying desire that finally leads to a purchasing action. If the translation of an advertisement can not achieve these effects of the original, it will be a failure.

2.22 General Principles of Advertisement Translation

The general principles of advertisement translation should be: smoothness, precision and consciousness.

“Smoothness” means to use smooth and natural Chinese expressions that Chinese customers can accept to give the information about a product. Whether the translation of an English advertisement is excellent or not depends on the response of its receivers. Only when the Chinese readers’ response to the translation is similar to the original readers’ respon