英漢廣告文化和翻譯

English-Chinese Advertisement Culture and Translation

Contents

Abstract…………………………………………………………………………….…………......I
Key Words…………………….…………………………………….….……………....I
摘要...............................................................................................................................Ⅱ
關(guān)鍵詞...........................................................................................................................Ⅱ
Introduction…………..………………… ……………...............................…………..1
I. The Overview of Advertisement……………………………...........…......................2
A. The Definition of Advertisement………………………...............................…....2
B. The Functions of Advertisement………………………………............................3
C. The Classifications of Advertisement………………………………....................3
II. The Effects of Culture and Language……………..………………………………..4
A. The Effects of Culture….................…..................................................................5
B. The Effects of Language ……………………………..…..…………….……….6
III. Other Factors Influencing Advertisement Translation………………..…………...9
A. Marketing Strategy……………………………...……..........…..….....................9
B. Laws and Regulations….......……………............................…….......................10
C. Cultural Barriers………...…………………......……..……….......................…10
IV. The Strategies………………………………………………………….………….11
A. The Character of Product Advertisement….........…….......................................11
B. The Cultural Tradition……………………………..………..……………….....11
C. Innovation............................................................................................................12
D. The Standard Language………………………………………….…...………...12
Conclusion……………………………………………………….......................…….14
Acknowledgements……………………………………………...........................…...15
Bibliography……………………………………………………....…...................…..16

Abstract

Advertisement is not only an economic activity, but also a cultural communication. In China, the authoritative definition of advertisement is the Advertisement Law of the People’s Republic of China. “Advertisement” refers to “Any commercial advertisement, which passes certain media or forms, directly or indirectly introducing their commodities being sold or services being provided”. Advertisement culture includes the culture of goods and the culture......
Bibliography

[1] Bovey. C.L. and Arenas W.F. 1994. Contemporary Advertising. Boston: Richard D. Irwin. Inc.
[2] Fan Yagang. Advertising Language and Messages. Beijing: J.Y.Press. 2000.
[3] Hu Shuzhong. Comparative Studies in English and Chinese Rhetoric. Shanghai: Shanghai Foreign Language Education Press. 1993.
[4] Ke Ping. Contrastive Linguistics. Nanjing: Nanjing Normal University Press. 1999.
[5] Newmark, Peter. A Textbook of Translation, Prentice Hall International (UK) Ltd. 1988.
[6] Nida, Eugene A. Language, Culture, and Translating, Shanghai: Shanghai Foreign Language Education Press. 1993.
[7] Ogilvy, D. Ogilvy on Advertising. New York: Crown 1983.

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