广告翻译中的文化转换

论文摘要

当代社会,广告遍布于世界各个角落,并我们的日常生活息息相关。它是一个国家民族文化的重要组成部分、表现形式和传播方式。广告作为一种经济活动,其目的是促销产品或服务。同时,广告通过感情诉求来刺激消费者的需求而达到其促销目的。因此,广告和文化相互依赖,紧密联系。在国际市场上,因为必须在不同文化中进行文化转换以达到有效交际的目的,广告与文化之间的系更为复杂。目前对广告与文化以及与文化转换之间关系的研究尚处于起步阶段。针对这一现状,本文在分析限制文化转换策略选择的文化因素的基础上,探讨了广告与文化之间的关系以及广告翻译中文化转换的相应策略。通过对中西文化的对比与分析,本文指出文化相似和差异是影响国际广告翻译的最主要的两种文化因素,并从人类共有的生理需求来探讨文化之间的相似性,从语言与非语言两个方面来探讨国际广告中的文化差异。在探讨文化差异过程中,本文主要从语言结构、发音、语义、联想以及修辞来分析语言差异;从风俗习惯和道德标准、价值观、宗教和法律以及文化空缺来探讨非语言文化差异。根据这些文化因素,本文提出广告翻译中三种文化转换策略定位,即本土化,国际化和两者结合的策略;并通过分析具体的广告实例来证明这三种策略的可行性。理论上,对广告翻译中文化因素以及文化转换的研究将进一步推动了“文化转向”的翻译研究的理论构建。实践上,对国际广告中的文化因素的总的把握有助于我们在跨文化交际中更好的操纵文化这一因素,也利于我们在翻译广告中的文化因素时选择适当的策略以助我国跨国公司在国际市场上取得最佳成效。

论文目录

• 摘要
• ABSTRACT
• CONTENTS
• Chapter 1 Introduction
• 1.1 Rationale and Significance of the Current Research
• 1.1.1 Rationale
• 1.1.2 Theoretical Significance
• 1.1.3 Practical Significance
• 1.2 Research Objectives
• 1.3 Research Methodology and Data Collection
• 1.4 Organization of Current Study
• Chapter 2 Literature Review
• 2.1 Overview
• 2.2 Previous Studies on Translation of Advertisements Abroad
• 2.3 Previous Studies on Translation of Advertisements at Home
• 2.3.1 Studies on Technique of Translation of Advertisements
• 2.3.2 Studies on Theory of Translation of Advertisements
• 2.3.3 Studies on Cultural Transfer of Advertisements
• 2.4 Comments on the Literature
• Chapter 3 Theoretical Framework of Current Study
• 3.1 Overview
• 3.2 The Cultural Dimensions of Advertising
• 3.2.1 Working definition of Cultural Transfer of Advertisements
• 3.2.2 Advertising and Culture
• 3.2.3 Advertising and Cultural Communication
• 3.2.4 Cultural Transfer in Translation of Advertisements and Intercultural Communication
• 3.2.5 Cultural Influences of Foreign Advertisements
• 3.3 Relevant Theories
• 3.3.1 Skopos Theory of Translation Studies
• 3.3.2 Cultural Issues in Intercultural Communication
• 3.3.3 Mueller's Three Strategies for International Advertising Campaigns
• 3.4 Theoretical Framework of Current Study
• Chapter 4 Cultural Issues in International Advertising
• 4.1 Overview
• 4.2 Cultural Universals or Similarities in International Advertising
• 4.2.1 Cultural Universals
• 4.2.2 Cultural Universals in International Advertising
• 4.3 Cultural Differences and Conflicts in International Advertising
• 4.3.1 Cultural Differences in Intercultural Communication
• 4.3.2 Cultural Differences and Conflicts in International Advertising
• 4.3.3 Linguistic Differences in International Advertising
• 4.3.4 Non-linguistic Differences in International Advertising
• Chapter 5 Orientations of Cultural Transfer in Translation of Advertisements
• 5.1 Overview
• 5.2 Globalization
• 5.2.1 Globalization Defined
• 5.2.2 Globalization in Action
• 5.2.3 Advantages of Globalization
• 5.3 Localization
• 5.3.1 Localization Defined
• 5.3.2 Localization in Action
• 5.3.3 The Advantages of Localization
• 5.4 Combination Strategy
• 5.4.1 Combination Strategy Defined
• 5.4.2 Combination Strategy in Action
• 5.4.3 The Advantages of Combination Strategy
• Chapter 6 Conclusion
• 6.1 Major Findings
• 6.2 Limitations of Current Study
• 6.3 Suggestions for Further Study
• REFERENCES
• ACKNOWLEDGEMENTS