| Everybody lives and works in the world that is influenced by advertising. As a matter of fact, advertising has penetrated into our lives and enriched our culture. With the development of Chinese economy and accelerating globalization, advertising business is growing at a surprising speed. Advertising translation is receiving more and more attention. As more and more international advertising comes to China, the original advertising should be translated into Chinese versions with appropriate strategy to meet the needs and expectations of the local consumers. So the advertising translation plays a very important role in the development of economy.However, the translation from English to Chinese is far from our satisfaction. It still stays at a very low level. Most advertisements are translated just in the literal level, but little attention has been paid to the difference between the two cultures. This paper takes cultural differences as the perspective, based on which, it then puts up specific strategies in order to help overcome cultural barriers in English to Chinese advertising translation.This paper is composed of five parts. Chapter 1 introduces the background, significance and organization of this thesis. Chapter 2 brings in relevant theories including Nida's functional equivalence theory, Hans J. Vermeer's Skopos Theory, Richard E. Porter's Cross-cultural Theory and the conception of Localization and overviews previous scholars'contributions to advertising translation from the perspective of cultural differences. Chapter 3 is all about Sino-western cultural differences and their impacts reflected in advertising translation. Chapter 4 then makes pertinent suggestions on strategies to localize English advertising through translation and tailor them to Chinese market. Chapter 5 is the conclusion of this thesis which generally sums the key findings of thesis and proposes suggestions for further study. |
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