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1、AbstractAs the product of culture, advertisement can show the close relationship between language and culture. This paper discusses some issues about English-Chinese advertisement translation, and sums up some skills. Instead of being limited in faithfulness, English-Chinese advertisement translatio
2、n should focus on the purpose of selling products. In the process of translating 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 r
3、esponse to the translated trademarks.Key Wordscultural differences ; advertisement translation; cross-cultural communication; trademarks translationI. Introduction We live in a world of advertisement. As potential consumers, we are endlessly bombarded with all kinds of product or service information
4、 from various media including newspapers, magazines, 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
5、 improve our external trade, and expand the foreign market too. Under such English-Chinese and economic circumstances, it is necessary for us to notice and investigate English advertisement.1. The Definition of AdvertisementWhat is advertisement therefore? Advertisement is the not personal communica
6、tion of information usually paid for and usually persuade in nature about products, services or ideas by identified 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 institut
7、ions for consumers. Advertisement also tell the consumer what a specific product, brand or service should do 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, servi
8、ce and ideas, advertisement promote sales and profits. Finally, advertisement is one of the major forces that are helping improve the standard of living around the world.2. Basic Functions of Advertisement(1)Information Function (2)Demand Creation Function (3)Get Action Function (4)Goodwill Establis
9、hment FunctionII. The Characteristics of Advertisement Translation1. The Characteristics of the Advertisement Languages Advertisement translation is a commercial activity with preset purpose. In order to make the information accessible to audience effectively, the choice of words in advertisement is
10、 very cautious and skillful. The aim of the advertiser is quite specific. Lets take a look at the characteristics of the English-Chinese advertisement languages.(1). Rhetorical（修辞的） Characteristics: Pun will leave a deep impression on readers by its readability（有趣）, and humor.(2) Frequent Use of Emo
11、tive Words（频繁使用情态动词）:Advertisements use the soft-sell（软推销） technique（手法） is popular. By soft-sell technique we mean the one that favors a more emotive and less directive approach to promote a product, mainly focusing on the building of brand image. Nothing comes closer to home. (Vegetable and Chicke
12、n Pasta Bake)Think Lysol is the best disinfecting spray. (Disinfecting Spray)These adjectives help to build a pleasant picture in readers minds and manage to create a belief in the potential consumer: If I buy this product or if I chose this service, I will lead a better life.2. The Principles (准则)
13、of Advertisement TranslationAdvertisement translation should take the functions the target text is to achieve in the target culture as the primary reference. The translation should base on an analysis of the stylistic features, readers response and target culture.When translating Chinese ads, transl
14、ators should obey the following basic principles: natural and exact, succinct and vivid, easy to read and remember.III. The Cultural DifferencesThe different states cultural differences in advertisement are not allowed to neglect major problem. The cultural difference creates the different thinking
15、mode, the psychological characteristic; the value idea and so on can affect the understanding of the advertisement as well as the advertisement effect. So, the advertisement should change the focal point, angle and style of the advertisement according to the characteristics of different countries wh
16、en being held to draft people, carry on the new intention to conceive in the way that the audiences can understand, can be accepted, can become interested it. While carrying on the English-Chinese advertisement translating, translators must pay special attention to the cultural differences. We must find one to suit and click in foreign culture and national culture. Cultural differences have an essential bearing upon translation. Most problems, however, concern the core of culture: ways of
