Advertising Translation In The Perspective Of Cross-Cultural Communication

This thesis is a study on Chinese English translation of advertisements in the perspective of cross-cultural communication, and the author puts forward a principle and some translation techniques for advertising translation.Cross-cultural communication is communication activity done by people of different cultural backgrounds. Advertising translation can be regarded as a form of cross-cultural communication. Richard E. Porter, one of scholars who early studied intercultural communication, points out that cultural difference is the main obstacle in intercultural communication, and it should be taken into consideration when communicating with other nations. Sometimes, in order to make the communication successful, "deculturation (淡化自己的文化) is necessary"(Zhou Zhipei, 2002:480). Gudykunst, one of the famous scholars in this field, also states that, "communication is limited by society, culture, psychology and environment etc." (Jia Yuxin, 1994:57) Intercultural communication provides us a new angle to study advertising translation.Due to the differences of language and culture, a good advertisement, when translated, may not be successful to the target audience. That is because every consumer lives and grows up in a certain cultural background, which exerts a gradual, firmly established influence on his thought and behaviors. When the situation is changed, the persuasive effectiveness in the source culture may not be produced in the...