体育院校在我国体育事业中的地位与作用.docx

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1、体育院校在我国体育事业中的地位与作用摘 要：近些年随着中国国际地位的日益提高，中外合作交流也日渐扩大。越来越多的中国企业和产品进入到国际市场，相对应的很多国外企业和产品也不断的涌入中国市场。在此背景下，跨文化广告翻译显得尤为重要。我们赢得承认逛确实影响了世界的文化，因为广告工作是当代文化整体中的一部分，是文化的传播者和创造者（李志刚，2004：57）。本文通过分析汉英广告语实例，探究了中英广告之间的文化差异，从分析哲学观念、思维模式、文化思想观念和价值取向等方面，基于知识从文化、语言两个角度分析跨文化因素对广告英汉翻译的影响，并针对影响表现的形式进行举例论证。关键词：The Influence

2、 of Intercultural Factors on Advertising Chinese-EnglishTranslationAbstract: In recent years, with the increasing international status of China, Sino-foreigncooperation and exchanges have also expanded. More and more Chinese companies andproducts have entered the international market, and many forei

3、gn companies and products havealso continuously flooded into the Chinese market. In this context, cross-cultural advertisingtranslation is particularly important. We have won recognition that wandering does affect theculture of the world, because advertising work is part of the overall culture of co

4、ntemporaryculture and is the transmitter and creator of culture(Li Zhigang, 2004:57). Through analyzingthe examples of Chinese-English advertising, this paper explores the cultural differencesbetween Chinese and English advertising, from analyzing philosophical concepts, thinkingpatterns, cultural i

5、deas and value orientations. Based on knowledge, the author analyzes theinfluence of cross-cultural factors on the translation of advertising from two perspectives:culture and language, and gives an example to illustrate the form of influence expression.Keywords：Contents摘要1关键词1Abstract1Keywords11. I

6、ntroduction31.1 Background andSignificance31.2 Research status41.2.1 Comparative Research Method51.2.2 Case Analysis Method61.2.3 Document Combing Method61.4 Main Content62. Cross-cultural Differencesin Advertising C-E translation72.1 Definition of Cross-cultural Differences in Advertising C-E trans

7、lation72.2 Analysis of Cross-cultural Factors in Advertising C-E Translation82.2.1 Differences in Philosophy82.2.2 Differences in Thinking Mode92.2.3 Differences in Cultural Ideology102.2.4 Differences in Value Orientation113. The Influence of Cross-cultural Differences on C-E Translation of Adverti

8、sing113.1 Influence of Advertising Phonetic123.2 Influence of Advertisement Semantic123.3 Influence of Literal Form133.4 Influence of Rhetoric134. Conclusion14Reference151. IntroductionLI Background and SignificanceBackground:With the development of economy, advertising has become an indispensablepa

9、rt of peoples life. Since China joined WTO, cross-cultural business activities have becomemore frequent, and the success or failure of advertising translation has also had a greatinfluence on commodity marketing. In HCi Hai” and HChinese Dictionary11, translation isdefined as: The meaning of one lan

10、guage is expressed in another language. nThe reason whythe conversion between the two languages can be realized is that there are commonalitiesamong the peoples of the world in the process of thinking, which provide possibilities forexchanges between different ethnic groups and provide a basis for t

11、ranslation activities. Thereare also various obstacles in the translation process. Eugene Nida, a famous Americantranslation theorist, believes that most of the problems in translation originate from theobstacles caused by differences between the two languages. Therefore, in order to achieve thethre

12、e major principles of translation, nfaith, wisdom, and elegance/1 the translator must not onlyknow the two languages but also study their culture. And when carry on advertisementtranslation, still need to consider advertisement characteristic. Advertising is the use of avariety of highly refined inf

13、ormation, the use of artistic techniques, and the dissemination ofvarious media to the public, in order to strengthen or change peoples ideas, and ultimately leadto peoples behavior of things and activities/1 The characteristics of advertising language arethat its vocabulary is easy to understand, e

14、asy to remember, and simple sentences are used instructure. At the same time, rhetoric is used to increase the appeal of advertisements andimpress consumers. It can be said that advertising translation is a fine work in translation. It isnot only necessary to pay attention to the accurate expression

15、 of advertising information, butalso to create a happy mood for the audience of advertising with the help of the aesthetic senseof language, so that they can easily accept and identify with advertising information. Has ahigher positioning of advertising products.Significance:Advertising is not only

16、an economic activity, but also a cultural exchange.Advertising culture is a subculture that belongs to commercial culture and includes commodityculture and marketing culture. Commodity itself is a cultural carrier, and culture is spreadthrough commodities. Advertising culture has obvious characteristics of p