A Study Of Advertising Translation From The Perspective Of Cross-cultural Communication

Under the circumstances of economic globalization, advertising penetrates into every aspect of people's lives and is an indispensable means of promoting products and services over the globe. In the mean time, advertising translation plays an important role in transmitting the advertising messages to the foreign language audience. No matter the home enterprises or the foreign multinationals, they all adopt translation to reach marketing communication in the foreign language market.Advertising translation must be closely connected with culture as both the writing and the communication process of advertisements are closely linked to cultural factors. However, translation becomes difficult in terms of cultural factors. Failure to recognize these factors leads to mistranslation and minimal marketing communication as well as cultural clash. By contrast, adequate translation contributes to marketing communication and acculturation or cultural adaptation. Because on one hand advertising is a form of communication and on the other hand the nature of translation is communication or cultural communication, what the advertising translation achieves is the significance of cultural communication. To accomplish advertising translation adequately depends on appropriate translation strategies in relation to culture. There are three major cultural strategies, namely, domestication, foreignization and creative translation, which are effective theoretically and practically. Cultural communication through advertising translation impacts first the target language and the typical phenomenon is the emergence of a large number of borrowings in both English and Chinese languages. At the same time, aesthetic conception is obvious in advertising translation owing to the nature and functions of advertising itself. The great influence of advertising translation on the target audience is reflected in the change of their values, consumption concepts and lifestyle. This thesis is going to probe into the profound impact of advertising...