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1、English-Chinese Advertisement TranslationAbstractAs the product of culture, advertisement can show the close relationship between language and culture. This paper tries to approach the translation of the trademarks of import and export commodities from the angle of the cultural differences，thus prom
2、ote the development of Chinese economy. This paper discusses some issues about English-Chinese advertisement translation, and sums up some skills. Instead of being limited in faithfulness, English-Chinese advertisement translation should focus on the purpose of selling products. In the process of tr
3、anslating advertisements, cultural differences and product characteristics should be taken into consideration. Cultural differences can show that it is very important to know the western consumers aesthetic conception and their response to the translated trademarks.Key Wordscultural differences; adv
4、ertisement translation; cross-cultural communication; trademarks translation摘 要本文从东西方文化差异的角度，探讨我国英汉广告的翻译。本文旨在提高涉外广告的翻译质量和译文的宣传效果，从而更加有效地推动中国经济的发展。文章讨论了英汉广告翻译中应注意的几个问题，总结了广告翻译的规律和技巧。提出了英汉广告翻译不应拘泥于忠实，而应服务于产品销售。在英汉广告翻译的过程中，必须重视东西方的文化差异，必须考虑国外消费者的文化习惯和审美心理，考虑他们对所译商品广告的反应，注意文化之间的转换并与产品特点紧密结合。关键词文化差异；广告翻译
5、；跨文化交际；商标翻译IntroductionIn modern times, with the commercialization of society, the role of advertisement becomes more and more important in every-day life. We live in a world of advertisement. With the deepening of economic internationalization, advertisement as sales stimulus plays a crucial role i
6、n delivering information. Therefore it appears to be more important to understand, appreciate and translate advertisement language properly.English-Chinese advertisement is a transnational and cross-cultural way to promote the sales of various commodities. In the practice of English-Chinese advertis
7、ement, translators play a decisive role in the using of appropriate advertisement language. Meanwhile, the style of English-Chinese advertisement is different from other texts and emphasis on cross-cultural feature, so the translation of them requires the application of suitable translation strategi
8、es.The intensification of English-Chinese exchanges and severe competition creates a growing need for advertisement and thus for advertisement translation. Advertisement translation is getting more and more important, and its role in English-Chinese marketing is indispensable. It is the ultimate pur
9、pose of all commercial advertisements to persuade the target audience or potential consumers into buying a product.The English advertisement is a lively and distinctive field. What are the features of English ads at a linguistic dimension and how to translate them well into Chinese? All this is give
10、n a careful discussion and a detailed study in this paper.I. A Brief Introduction to English-Chinese AdvertisementWe live in a world of advertisement. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazine
11、s, television, radio, posters and Internet, etc. Advertisement becomes indispensable in the modern world.With the entry of China into WTO, lots of foreign products pour into Chinese market and compete with the home-made products. In addition, we need improve our external trade, and expand the foreig
12、n market too. Under such English-Chinese and economic circumstances, it is necessary for us to notice and investigate English advertisement.A. The Definition of AdvertisementWhat is advertisement therefore? There are so many kinds of sayings. One of the famous sayings like that “advertisement is a b
13、usiness of words”. According to the Definition Committee of American Marketing Association (FangWei, 1997, 20), advertisement is defined as follows: Advertisement is the not personal communication of information usually paid for and usually persuade in nature about products, services or ideas by ide
14、ntified sponsors through the various media.Advertisement provides a valuable service to society and its members, because it defines the meaning and the role of products, services, and institutions for consumers. Advertisement also tell the consumer what a specific product, brand or service should do
15、 when it is used and thus help him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertisement promote sales and profits. Finally, advertisement is one of the major forces tha
16、t are helping improve the standard of living around the world.B. The Origins of the Advertisement“Advertisement may be described as the science of arresting the human intelligence long enough to get money from it.” Stephen Butler Leacock, English-bore economist and humorist. And in the book of History of advertisement by Henry Sampson, he described the origins of ads: “.there is little doubt that the desire among tradesmen and merchants to make good their wares has had an existence almost as lo
