中英文广告语翻译论文 英汉
中英文广告语翻译论文 英汉.doc
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系别：专业 (方向)：英语（国际商务）年级、班：学生姓名：指导教师：年月日中英文广告语的翻译摘要众所周知，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ABSTRACTNowadays 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. Inthis 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 andefficient way is the most important thing from other importances.With the influence of global economy combination, there has been more and more businesscommunications 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, concerningabout 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目录一、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)中英文广告语的翻译一、关于广告1、广告的定义广告是一种经济行为，有明确的商业目的，它最重要的功能是促销功能，同时广告也是一种文化交流。
广告词英语作文
广告词英语作文In the realm of marketing, the English language plays a pivotal role, particularly when it comes to crafting advertising slogans. These catchy phrases are designed to resonate with consumers, encapsulate a brand's essence, and create a lasting impression. Let's delve into the world of advertising slogans and explore their impact on English composition.The Art of BrevityAdvertising slogans are the epitome of brevity. They must convey a message succinctly and effectively. For instance, Nike's "Just Do It" is a prime example of how a single phrase can inspire action and embody a brand's philosophy. In English composition, this principle can be applied to create impactful sentences that leave a lasting impression on the reader.Cultural RelevanceA good slogan is not only linguistically appealing but also culturally resonant. McDonald's "I'm Lovin' It" transcends linguistic barriers and taps into universal emotions of joy and satisfaction. When writing in English, it's crucial to consider the cultural context and ensure that the message is relatable to the target audience.Word Play and CreativityThe use of word play and creative language is a hallmark of effective advertising slogans. Apple's "Think Different" cleverly plays on the phrase "think differently" to challenge conventional thinking and promote their innovative products. In English composition, employing creative language can help make your writing more engaging and memorable.Emotional AppealSlogans often aim to evoke an emotional response. Coca-Cola's "Open Happiness" is a simple yet powerful way to associate their product with positive emotions. In English writing, tapping into the emotional spectrum of your reader can create a deeper connection and enhance the persuasiveness of your message.Consistency and BrandingConsistency is key in branding, and this is reflected in advertising slogans. For example, L'Oréal's "Because You're Worth It" has been a constant in their advertising for decades, reinforcing their brand promise of self-worth and beauty. In English composition, maintaining a consistent tone and style can help establish a strong authorial voice.Global ReachEnglish is a global language, and advertising slogans often need to be understood and appreciated across differentcultures. The slogan "Connecting People" by Nokia isuniversally understood and appreciated, showcasing the powerof communication. When writing in English, consider thediverse audience and aim for clarity and universal appeal. ConclusionAdvertising slogans are more than just catchy phrases; theyare a testament to the power of language in shapingperceptions and influencing behavior. By examining the characteristics of successful slogans, we can glean valuable insights into the art of English composition. Whether it's brevity, cultural relevance, creativity, emotional appeal, consistency, or global reach, these elements can be harnessed to craft compelling written work that leaves a lasting impact.。
枕头的广告语英语作文
枕头的广告语英语作文As a pillow, I am not just a simple cushion that you rest your head on. I am a source of comfort, support, and relaxation. I am the key to a good night's sleep and the secret to waking up feeling refreshed and rejuvenated. With my soft and plush exterior, I am the perfect companion for a restful night's sleep.My design is carefully crafted to provide you with the ultimate sleeping experience. My shape and size are perfect for any sleeping position, whether you prefer to sleep on your back, side, or stomach. My filling is made from high-quality materials that are hypoallergenic and breathable, ensuring that you stay cool and comfortable throughout the night.But I am not just any pillow. I am a pillow that cares about your health and wellbeing. I am designed to support your neck and spine, helping to alleviate any pain or discomfort that you may feel. I am also easy to clean andmaintain, ensuring that you always have a fresh and hygienic place to rest your head.I am more than just a pillow. I am a source of comfort and support that will help you get the restful sleep you need to tackle the day ahead. So if you're looking for a pillow that will help you sleep better and feel better, look no further than me. I am the perfect pillow for anyone who wants to wake up feeling refreshed and ready to take on the world.。
广告语翻译
⃰ Use simple sentences
⃰ Use imperative sentences
⃰Use first person and second person to get close to reader
Good to the last drop. 滴滴香浓，意犹未尽。（雀巢咖啡） Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） We integrate, you communicate. 我们集大成，您超越自我。（三菱电工）
佳能（Canon）复印机的广告语： Copying makes you believing. 译文：百闻不如一印。 评论：中国有句俗话叫做“百闻不如一见”。在英语中，也有相对应的说法： “Seeing makes believing”。该广告语巧妙地利用了中英文化中的对应部分， 采用了仿拟的修辞手法，模拟已有的句子仿造一个新句子，给消费者一种似曾 相识的感觉，简单易记，印象深刻。
飘柔洗发水（Rejoice）的广告语： Start ahead. 译文：成功之路，从头开始。 评论：译文同样采用了双关这一修辞手段。“飘柔”是洗发水的品牌名称，所 以从“头”开始。而且，中国人有着“良好的开始等于成功的一半”的文化观 念，译文加入了“成功之路”四字，对原文进行超额翻译，传达出原广告语中 的积极意义，蕴意耐人寻味。 Ask for more (摩尔香烟)More香烟充分利用其商标名称的特点，有一语双关的 带出产品噱头---“再来一根！
Translation of Advertisement
Features
Obey your thirst.
P ersuasive A ttractive
I mpressive
【英语论文】广告语英汉翻译策略探究On English-Chinese Translation of Advertising Slogans
广告语英汉翻译策略探究On English-Chinese Translation of Advertising Slogans摘要进入二十一世纪以来，由于我国改革开放的不断深化、加入WTO和全球经济一体化等诸多因素影响，越来越多的外国跨国公司进入中国，开展业务。
由于英语这一国际通用语言的影响力，再加上企业的形象战略和品牌建设需要，以及跨国公司的广告语在全球范围内具有相对的统一性这个显著特点,大部分跨国公司的原广告语为英语。
为了更好地适应当地受众的文化习惯，打破语言壁垒，更好地促进企业的商务业绩，做好广告语的中文翻译和本地化无疑具有十分重要的意义和价值。
本文试图通过精心搜集的三十二个世界知名跨国公司的英语广告语及其中文翻译实例，来揭示实践操作中英语广告语翻译的现状、基本策略和技巧。
通过调研和系统化地分析总结，作者发现，英语广告语翻译大体上可以分为三类，一类是直译，一类是意译，一类是增译。
同时，英语广告语在句法、词法和一些修辞手段的运用上都与其他英语文体有较大地区别。
这就要求从事英语广告语翻译的相关人士，在工作过程中要重视英中两种语言及其所属的历史文化上的差异，使得翻译前后的作品基本达到等效的结果。
由于搜集的实例数量有限，以及官方广告语正式翻译资源的相对匮乏，加之一些知名企业将其英文广告语直接导入目标市场，可能导致结论出现缺陷和不足。
所以，本文只是对英语广告语翻译的一次尝试，希望在以后的学习进程中进行更为深刻地研究。
从另外一个角度来说，作者还期望此文能对越来越多的我国企业走出国门进行国际营销时，对其中文广告语的英文翻译提供一定的参考价值。
关键词：广告语；英汉翻译；现状；策略AbstractWith the further development of China’s revolution and opening-up and China’s entry into WTO, more and more foreign multi-national corporations (MNC) have entered Chinese market to set up their business. Most MNC’s original advertising slogans are in English for the reason that English is the dominating language internationally. Besides, their slogans are consistent in global market to meet the requirement of MNCs’ identity strategy and brand building policy. However, for Chinese local target consumers’better awareness of the brand key message and promotion of company business, it is absolutely necessary to translate and localize the English slogans into Chinese.This paper examines 32 representative English advertising slogans of world famous brands and their corresponding translated Chinese versions. Based on this, the paper tries to explore the strategies and techniques of the E-C advertising slogans translation.Through the research result, we could infer how some basic translation strategies applied, people’s common practices and some unique features in advertisement slogan translation. The author finds out that E-C advertising slogans translation could be categorized into three groups: literal translation, free translation and meaning-add translation. Besides, English advertising slogans are much different from other texts in syntax, morphology and rhetoric. To make sure translation results carries same meanings with the original ones, the person working on English advertising slogans translation should pay attention to the cultural difference.The weakness of this research lie in that samples collected may not be adequate and typical enough due to the resource for official slogan translation is limited plus some famous companies adopt the English original directly even in a foreign market.The author hopes based on his attempt, more investigation would be carried out in thisarea in the future study. Meanwhile the researcher also hopes this research would be viewed as reference when we translate Chinese advertising slogans into English for national companies’ global marketing.Key words：Advertising Slogan; E-C Translation; StrategiesTable of contentsPages1. Introduction -----------------------------------------------------------------------------------------1.1 Research Backgroud --------------------------------------------------------------------------1.2 Research Objective ----------------------------------------------------------------------------1.3 Project Design ----------------------------------------------------------------------------------- 1 1 2 22. Rationale ----------------------------------------------------------------------------------------------2.1 Definition of Advertising Slogan ----------------------------------------------------------2.2 The linguistic features of English Advertising Slogan -----------------------------2.2.1 Morphology in English Advertising slogan ----------------------------------2.2.2 Syntax in English Advertising Slogan -----------------------------------------2.2.3 Rhetorical Devices in English Advertising slogan -------------------------2.3 Translation Principles ---------------------------------------------------------------------2.4 Translation Strategies ------------------------------------------------------------------------- 2 2 3 3 3 4 4 53.Description of the Data ----------------------------------------------------------------------- 64. Data Analysis ---------------------------------------------------------------------------------------4.1 Anlysis of the Two Language Versions ------------------------------------------------4.1.1 Three Main Translation Methods --------------------------------------------------4.1.2 The Other Unique Translation Ways in Chinese Culture ------------------4.2 Summary ------------------------------------------------------------------------------------------ 6 6 6 7 75. Results and Suggestions -------------------------------------------------------------------- 95.1 Results ----------------------------------------------------------------------------------------------5.1.1 Some Common Skills ------------------------------------------------------------------5.1.2 The Unique Features of Advertising Slogans Translation ----------------- 5.2 Suggestions on the Use of Translating Strategies -----------------------------------9 10 10 106. Conclusion --------------------------------------------------------------------------------------------- 10 Bibliography ----------------------------------------------------------------------------------------------- 12 Appendix: --------------------------------------------------------------------------------------------------- 13On English-Chinese Translation of Advertising Slogans1. Introduction1.1 Research Background1.1.1 Why advertisement?The modern advertisement that originated in western countries undoubtedly has great influences on the entire human society. Corporations of every field cast billions of dollars into advertisement every year, lay over every kind of media, launch so many campaigns and hire a great number of famous people for their prolocutors. According to the survey, the global advertising expenditure in 2000 is about 410 billion US dollars. In China, the very next year after the carrying out of reform and opening-up in 1978, i.e. 1979, was called the first year of comprehensive recovery Chinese advertisement field. Nowadays, Chinese people find that they have been surrounded by various kinds of advertisements. Obviously, as the reform and opening-up further develops, advertisement would play a more and more important role in our state economy and people’s life.At personal level, the author is much interested in advertising especially in copy writing. Also the author has certain experiences in drafting, translating and polishing advertisements.1.1.1 Why slogans?In the advertising identification and communication, advertising slogans have held a unique and irreplaceable position. Nowadays, more and more international famous companies have endowed advertising slogans with prior status and regarded them as an important part of their strategy development, which includes brand building, corporation culture shaping, product characteristics and corporation identification system.1.1.1 Why E-C?Based on the fact that China’s advertisement started relatively late, the references and models mainly are English advertisements, especially the foreign and joint ventureadvertising companies dominated the modern Chinese advertising market. Therefore, The scope of the thesis is mainly covered by practical examples from English advertising slogans, translation strategies based on comparative studies of translation examples and their original versions.1.2 Research ObjectiveThrough the research the author aims to accomplish the following objectives:1) The basic translation rules applied to E-C advertising slogans translation;2) To summarize the research and look into the future of English advertising slogan and its translation.To fulfill this project, the author will better understand advertising slogan’s language characteristics and improve translation skills. Also it will enable the researcher create better advertising slogans, bring the more smooth and proper sense of foreign advertising slogans to our nation’s consumers.1.3 Project DesignThe research is divided into four parts. In part one, the author will define advertising slogans and describe the main theories related to the study. In part two, the author will go further into the study of E-C advertising slogan translation by examining 32 carefully-chose examples and their translations. In part three, the author aims to summarize E-C advertising slogan translation strategies according to the data analysis, and also find the important factors which affect on the translator’s decision-making of translation strategies as well as offer suggestions for the practice of advertising slogan translation. Finally, in part four, the author will summarize the whole research and present the implications for the future practice and research.2. Rationale2.1 Definition of Advertising SloganSince this project aims to explore the E-C translation strategies of advertising slogans, we should first look into what is advertising slogan. According to the Definition Committee of American Marketing Association(方薇, 1997, p2), advertising isdefined as follows: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. The Oxford Dictionary 6th edition explains slogan as “a word or phrase that is easy to remember, used for example by a political party or in advertising to attract people’s attention or to suggest an idea quickly”. (Advanced learner’s English-Chinese Dictionary, The Commercial Press & Oxford University Press)Slogan: A standard company statement (also called a tag line or a theme line) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement. (戚云方，2003, p375)To compare and summarize the above definitions, we can infer that advertising slogan is short sentence that could enhance impression and make focus swiftly.2.2 The linguistic features of English Advertising slogan2.2.1 Morphology in English Advertising SloganEnglish advertising slogan has particular characteristics; it is different from daily English.1) A lot of verbs especially monosyllable are used. For example, get, make, give, like, love, buy, need, use, etc. For example:I’m lovin’ it. McDonald’s 我就喜欢Buy One Get One Dannon 买一赠一2) Adjectives are often used, but using highest adjective on products are usually avoided. For example:New Beijing, Great Olympics Beijing 2008 Olympic Games 新北京，新奥运Let’s make things better Philips 让我们做的更好3) Adjective or attributive phrases are added before nouns. For example:Easy In and Easy Out Swivel 进出自如4) Agreat number of compound, usually hyphenated compounds are adopted. For example:The All-New MITSUBISHI Mirage Coupe MITSUBISHI Motor全新的三菱幻想双座轿车Home-baked taste by the spoonful Betty Crocker满口家常菜的味道2.2.2 Syntax in English Advertising Slogan1) Simple sentence is mostly used.Impossible Is Nothing ADIDAS 没有不可能Just Do It NIKE 只管去做2) To adopt interrogative and imperative sentence.Have you driven a Ford lately? FORD MOTOR 你最近开过福特车吗？Get the feeling Sports Illustrated 身临其境3) Disjunctive sentence.Yes.Avis is all over Asia Pacific. Avis Rent Car 是的。
广告的英文作文带翻译
广告的英文作文带翻译英文：Advertising is a powerful tool that companies use to promote their products and services to potential customers. There are many different types of advertising, including television commercials, print ads, online ads, and billboards.One of the benefits of advertising is that it can help increase brand awareness. When people see an ad for a product or service, they become more familiar with the brand and are more likely to remember it when they are in need of that particular product or service.Another benefit of advertising is that it can help drive sales. When people see an ad for a product or service that they are interested in, they are more likely to make a purchase. For example, if someone sees an ad for a new smartphone, they may be more likely to buy it than if theyhad never heard of the brand before.However, there are also some downsides to advertising. One of the biggest downsides is that it can be intrusive. For example, if you are watching a television show and a commercial comes on, it can be annoying and interrupt your viewing experience.Another downside of advertising is that it can be misleading. Some companies may make false claims in their ads or use deceptive marketing tactics to try to sell their products. This can be harmful to consumers who may end up buying a product that doesn't live up to its advertised claims.Overall, advertising can be a powerful tool for companies to promote their products and services, but it's important for consumers to be aware of the potential downsides and to make informed purchasing decisions.中文：广告是公司用来向潜在客户推广其产品和服务的有力工具。
广告语英语作文
广告语英语作文In the world of marketing, the English language has been a powerful tool in crafting memorable slogans that resonate with consumers. A well-constructed slogan can encapsulate the essence of a brand and create a lasting impression. Here's a look at how English is used effectively in advertising slogans:1. Simplicity is KeyEnglish allows for the creation of simple yet impactful slogans. Take for example, Nike's "Just Do It." Thesimplicity of the phrase is its strength, encouraging people to take action without overcomplicating the message.2. Rhyme and RhythmThe use of rhyme and rhythm in English slogans makes them catchy and easy to remember. McDonald's "I'm lovin' it" is a classic example. The rhyming and the upbeat tone make it a slogan that is hard to forget.3. Emotional ConnectionSlogans often aim to create an emotional connection with the audience. The English language's rich vocabulary allows for the expression of various emotions. For instance, Coca-Cola's "Open Happiness" not only speaks to the product but also to the joy it brings.4. Cultural RelevanceEnglish is a global language, and its use in advertising allows for slogans to be culturally relevant across different countries. Apple's "Think Different" transcends borders, appealing to people who aspire to be unique and innovative.5. Brand PersonalitySlogans can reflect the personality of a brand. English allows for the use of humor, wit, and creativity to convey this. For example, Old Spice's "The Man Your Man Could Smell Like" campaign uses humor to create a memorable brand image.6. Call to ActionA good slogan can be a call to action, prompting consumers to engage with the brand. "Don't Leave Home Without It" was a slogan used by American Express, urging consumers to always have their card with them.7. Evoking ImageryEnglish can be used to create vivid imagery in slogans. For example, the slogan "A diamond is forever" by De Beers not only speaks to the longevity of the product but also to the enduring nature of love.8. Universal AppealEnglish slogans can have a universal appeal, making them suitable for international campaigns. "Got Milk?" is a simple yet effective slogan that can be understood by people of all ages and backgrounds.In conclusion, the English language plays a crucial role in the creation of advertising slogans. Its flexibility,expressiveness, and global reach make it an ideal medium for brands to connect with their audience. A well-crafted English slogan can elevate a brand's presence and leave a lasting impact on consumers.。
衣服英文广告语
衣服英文广告语篇一：经典英文广告语经典英文广告语(中英文对照)1．Goodtothelastdrop．滴滴香浓，意犹未尽。
（麦斯威尔咖啡）2．obeyyourthirst．服从你的渴望。
（雪碧）3．Thenewdigitalera．数码新时代。
（索尼影碟机）4．welead．otherscopy．我们领先，他人仿效。
（理光复印机）5．impossiblemadepossible．使不可能变为可能。
（佳能打印机）6．Taketimetoindulge．尽情享受吧！（雀巢冰激凌）7．Therelentlesspursuitofperfection．不懈追求完美。
（凌志轿车）8．Poetryinmotion，dancingclosetome．动态的诗，向我舞近。
（丰田汽车）9．cometowheretheflavoris．marlborocountry．光临风韵之境--万宝路世界。
（万宝路香烟）10．Tome，thepastisblackandwhite，butthefutureisalwayscolor．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。
（轩尼诗酒）11.Justdoit.只管去做。
（耐克运动鞋）12.askformore.渴望无限。
（百事流行鞋）13.Thetasteisgreat.味道好极了。
（雀巢咖啡）14.Feelthenewspace.感受新境界。
（三星电子）15.intelligenceeverywhere.智慧演绎，无处不在。
（摩托罗拉手机）16.Thechoiceofanewgeneration.新一代的选择。
（百事可乐）17.weintegrate,youcommunicate.我们集大成，您超越自我。
（三菱电工）18.TakeToSHiBa,taketheworld.拥有东芝，拥有世界。
（东芝电子）19.Let'smakethingsbetter.让我们做得更好。
英语广告语论文六篇
英语广告语论文六篇英语广告语论文范文1广告美是实现广告目的的一种主要手段、主要功能。
要弄清美在广告功能中的定位，就必需先弄清广告有哪些主要功能。
广告主要有三大功能:信息功能、审美功能、劝说功能，信息功能是实现其他两大功能的基础，审美功能是供应信息、实现劝说功能的途径，劝说功能是信息与审美相结合所要达到的目的［6］。
通过对例1的广告翻译进行分析，我们了解广告审美在翻译中的定位。
假如广告没有供应信息，或者供应毫无意义的审美素材，就无法达到劝说别人的目的。
因此，在广告翻译中，信息的转换仍旧是基础，不行忽视。
翻译广告的时候也要尽量忠实地把原广告的信息翻译过去。
如上面的翻译事实所示，原广告是推销玉米的广告“Tryoursweetcorn”，翻译成中文广告以后，还是推销玉米“请尝甜玉米”。
广告内容的实质不能转变，所以在翻译的过程中还是体现了忠实性。
其次，由于广告是一种单向的公众宣扬活动，没有强制性，带有很大的随便性，因而必需注意所表达的内容与形式的审美效果，否则难以引起公众的留意，实现其目的。
广告审美不仅要注意广告的内容，而且要注意表达的形式。
在广告翻译的过程中尤其要留意原广告形式美的传递。
在上面这则广告翻译的实例中，fromeartoear就体现了多重美感，在翻译成汉语以后也基本上保持了这种美感。
在翻译广告的过程中，假如原广告之美有所丢失，译者必需通过其制造进行审美补偿。
例2:Wherethereisawill，thereisaway．Wherethereisaway，thereisToyota(车到山前必有路，有路必有丰田车)原广告通过仿拟(Parody)家喻户晓的习语，在广告中产生一种大家都很熟识的声韵美、意韵美，进而拉近广告与受众的心理距离。
假如把这则广告直译为“有意志，就有出路;既有出路，就有丰田车”，原广告的美就会丢失，广告也就不能带来应有的效应。
为了达到广告原来应当达到的效果，必需对广告的美进行补偿。
广告英语及其翻译范文
广告Advertisement英语作文Advertisements give latest information about products. If there were no advertising, consumers could not know about goods in their local shops. Advertising helps sell to a bigger market. Therefore, as more goods are sold they are cheapper. Advertisements also provide money for newspapers, magazines, radios and TV stations, etc.. 广告给我们带来关于产品的最新信息，如果没有广告，消费者对当地商店所卖的货物会一无所知。
广告可以帮助扩大市场，结果货物卖得越多，价格也就越便宜。
广告还可以为报纸，杂志，无线电台以及电视台提供资金。
But there are also some opinions against advertising. Some people think that advertisements do not give much information but only try to persuade you to buy. They create a demand for goods that are not really needed. Besides, advertising adds to the cost of goods. Further more, they are ugly to look at and spoilthe environments. 不过也有一些反对广告的意见。
有些人认为广告不但不能提供多少信息，而只是一门心思劝你买东西。
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本科生毕业论文（设计）论文（设计）题目：中英文广告语的翻译系别：专业 (方向)：英语（国际商务）年级、班：学生姓名：指导教师：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ABSTRACTNowadays 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)中英文广告语的翻译一、关于广告1、广告的定义广告是一种经济行为，有明确的商业目的，它最重要的功能是促销功能，同时广告也是一种文化交流。
根据美国广告主协会给广告所下的定义，广告是“付费的大众传播，其最终目的是为了传递情报，改变人们对于广告商品的态度并诱发其行动而使广告主得到利益”。
根据这一定义，广告应当具备引起受众的注意，引发其兴趣，使之产生欲望，从而采取行动的功能，即AIDA(Attention, Interesting, Desire, Action)原则。
2、广告的起源广告一词，据考证是一外来语。
它首先源于拉丁文“AdA verture”，其意思是吸引人注意。
中古英语时代（约公元1300—1475年），演变为“Advertise”，其含义衍化为“使某人注意到某件事”，或“通知别人某件事，以引起他人的注意”。
广告是人类有目的的信息交流和传播活动的产物。
“商品广告”产生于原始社会末期和奴隶社会初期，“社会广告”大约出现于母系氏族公社的初期。
而广告主要就分为社会广告和商业广告。
我们最常见的就是商业广告，而社会广告有政治广告、公益广告等等。
直到17世纪末，英国开始进行大规模的商业活动。
这时，广告一词便广泛地流行并被使用。
此时的广告，已不单指一则广告，而指一系列的广告活动。
3、广告文化广告文化是从属于商业文化的亚文化，同时包含商品文化及营销文化。
商品本身就是一种文化载体，文化通过商品传播，商品通过文化而增殖。
在中国，通过商品传播文化早在丝绸之路时代，丝绸之路带给西域的不仅仅是丝绸，它还以丝绸为载体，向西方世界传播了古老的东方文化。
商品文化的实质是商品设计、生产、包装、装潢及其发展过程中所显示出来的文化附加值，是时代精神、民族精神和科学精神的辨证统一，是商品使用功能与商品审美功能的辨证统一。
它是广告文化的核心内容。
营销文化是指以文化观念为前提，以切近人的心理需要、精神气质、审美趣味为原则的营销艺术和哲理，它是广告文化的集中表现形式，商品文化要通过营销文化的实现而最终实现。
广告文化具有明显的大众性、商业性、民族性和时代性的特点。
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。
国际广告是跨国界、跨文化的商品营销的宣传形式，它面临的不单是语言的转换问题。
如果只简单地把国内成功的广告翻译成进口国文字直接搬出去，后果往往是不好的。
因为国际广告与国内广告相比要面临语言、传统习惯、法规、教育、自然环境、宗教、经济状况等差异问题。
二、广告语言1、中西方文化差异中国自古以来就是传统的农业大国，即所谓“靠天吃饭”。
农业、土地与民生息息相关，所以就形成了“天人合一”这一中国文化的精髓。
即把人与自然视为和谐统一的整体，人类文化与天命自然统一。
这种中国文化的最高境界使中国人习惯于崇尚自然、行于自然；不违天命、顺其自然的处世哲学和宿命论，即Let things remain as they are．而在人与天地万物协调共存的世界中，则存在着循环往复、生生不息的发展变化。
美国人说这是moving in endless circles and repeating it over and over again。
中国的儒家与道家哲学就深深体现了这种观点。
如“道生一、一生二、二生三、三生万物，万物归于道”等，这就是汉民族的循回式思维方式，比如在语言表现法中有回环式：“人不犯我，我不犯人”，及递进式表达：“道高一尺，魔高一丈”。
所以，中国人表达事物总是按时间和事理发展顺序由因到果、由先到后、由大到小进行阐述，这种思维模式可称为具体一般型表达(Particular -General Pattern)。
习惯于问题解决型模式(Problem-solution Pattern)，它们不仅在语言上如此，在文化艺术、经济活动中也都占有统治地位。
也就是说中国人擅长具象思维。
西方人恰恰相反，他们一向将人与自然分隔开来，认为思维是独立于自然之外的客观事物，讲究“人物分立”，人能够通过斗争征服自然、改造自然。
从美国前总统里根(Ronald Reagan)说过的一句话之中我们就可见一斑：I do not believe in fate that falls on us no matter what we do，but，1 do believe in fate that will fall on us if we do nothing．(我不相信，无论我们做什么，我们的命运都一样；但是我相信，如果我们什么都不做，我们的命运是一样的）。
也就是说，He wants us to believe in the struggle，not in the fate．诸多此类象美国人热衷于job-hopping(跳槽)，美国人的梦想便是being a self-made man from rags to riches。