The Culture Differences And The Arts Of Translation In Advertising Language

As the product of culture, advertisement can show the close relationship between language and culture. And advertising language is a special art form which has profound cultural background and can be influenced by the tendency of the day. This paper investigates the Chinese and English advertising languages, and shows the culture differences in advertisements. Then it pinpoints the problems in the advertising translation, and suggests the artisticand effective strategy and approach.Following the economic growing, the market becomes global. Advertisement is full of culture. The purpose of an advertisement is to persuade target consumers to buy the advertised product or service. Thus, it is a most important task to comprehend the differences between Chinese culture and western culture. This paper analyzes the differences from six aspects: monism versus pluralism, collectivism versus individualism, the implicit way versus the direct way, the imagery pattern versus the abstract pattern, respect of authority versus respect of self-performance, and the static lifestyle versus the dynamic lifestyle.Examples of absurdity and even sales failure are rising from bad advertising translation. This paper analyzes the advertising translation problems and the main reason is that the translator has not the capability to master the nation-specific culture and is too faithful to the advertisement's superficial meaning while there are a lot ofabundant cultural factors contained by the present advertising translation. In fact, advertisement translation requires more than just rendering sentences into another language. Translators have to convert the ideas and thoughts behind the sentences into the target language by applying the knowledge of the target culture fully. This paper suggests four approaches to artistic and effective translation between Chinese and English: target culture orientation in conception, being compendious and widely read in the target culture, employment of different language deviation devices of target culture, and utilizing the effective advertisement of the target culture.