中英文广告语翻译论文 英汉

本科生毕业论文（设计）

论文（设计）题目：中英文广告语的翻译

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专业 (方向)：英语（国际商务）

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年月日中英文广告语的翻译

众所周知，在市场竞争日趋激烈的今天，想让自己的商品在众多同类竞争者中脱颖而出，吸引消费者，除了产品本身的品质外，广告必不可少，而在市场环境国际化的大背景下，恰当的广告语言，尤其是面向不同国家，不同语言，不同文化的消费者时如何准确，贴切的宣传自己的商品，更是重中之重。

随着全球经济一体化趋势的日益显著,国际间的商品流通日渐频繁，为了开拓国际市场,各个国家竞相推销自己的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。

由于国内不少企业没有充分认识到英文广告应当如何创作，将广告随便找个懂外语的人来翻译，而不是交给专业人士进行策划，因此译文质量难免不高。部分广告主对外文一知半解，外行指导外行，使译文质量更加难以保证。因此有的译员在处理广告翻译时机械对译，死扣字眼，削足适履，造成各种各样的错误

本文从中西方文化差异及广告语言的特殊性方面入手，集中阐述中英文广告语言使用的异同以及产生这种差异的原因和避免这种差异的方法。

[关键词] 英汉广告语翻译跨文化差异

ABSTRACT

Nowadays as we know, there are more and more acute marketing competition, under this condition, a good quality will be necessary if you want to make your commodity blooming and attractive to the consumer among millions of other competitors, besides ,a successful advertisement is also a very important part. In this international marketing environment, a proper advertise, especially when facing various consumers with different nationalities, different languages and different custom background, how to advertise your merchandise in a proper and efficient way is the most important thing from other importances.

With the influence of global economy combination, there has been more and more business communications among different nations, everyone aim at developing the market abroad by promoting the sale of their productions, one of the extremely importance is to make their own production and manufacturers famous all over the world by advertising.

We cannot deny that many of the civil enterprises haven’t realized how to create an English advertisement, and search for help from an inexpert translator instead of professional agency, that leads to a poor quality of the advertisement translation. Some of the translation consignor knows little about English, inexpert helps inexpert, the quality of the translated advertisement will not be assured, and so that, many of the translator did a poor work with various intolerable mistakes.

This thesis start with the differences and the specialty of the advertise language, concerning about the diversities between Chinese and English advertise language use, the reason of the diversities and the way of solve the problem.

[key Words] English-Chinese advertise language translation two cultures diversity

一、关于广告 (4)

1、广告的定义 (4)

2、广告的起源 (4)

3、广告文化

二、广告语言 (5)

1、中西方文化差异 (5)

2、中西方语言差异 (6)

3、文化差异对广告语言的影响 (6)

三、中英文广告语互译 (7)

1、背景及其现状 (7)

2、翻译案例与技巧分析 (7)

四、心得体会与结论 (10)

参考文献 (11)

致谢 (11)