摘要：随着经济科技的迅猛发展和文化的百花齐放，广告翻译成为了一股新兴力量，影响并推 动着各国间的交流及进步。本文首先介绍了广告的功能及特征，立足于中西方文化差异，分 别从价值观、思维方式、历史背景、习俗、审美等方面进行研究，彻底剖析了这几种因素对 广告翻译所产生的影响。本文继而对这些影响进行一一研究，分别从广告语的精确性、理解 性及交际性等方面进行阐述，并给出了一些翻译原则来应对这些文化差异，旨在促进广告语 的翻译更加精确。

关键词：文化差异；广告；翻译

Contents

摘要

Abstract

1. Introduction

2.Overview of advertisements - 2

2.1The Features of Advertisement - 2

2.1.1A Purposeful and Planned Means of Communication - 2

2.1.2An Investment Activity - 3

2.1.3Full of Creativity and Strategies - 3

2.2Functions of Advertisement - 4

2.2.1nformation Function - 4

2.2.2Economic Function - 4

2.2.3Social Function - 5

2.2.4Aesthetic Function - 5

3.Analysis of Cultural Differences - 5

3.1Different Values -5

3.2Different thinking patterns - 7

3.3Different Historical Backgrounds - 8

3.4Different Customs - 9

3.5Different Aesthetics - 10

4.Impacts of Chinese and Western Cultural Differences on Advertisement Translation - 11

4.1Applicability of Advertisement - 11

4.2Comprehension of advertisement - 12

4.3Communicability of advertisement - 13

5.Translation Principles to Deal with the Cultural Differences - 15

5.1Seek Common Grounds - 15

5.2Reserve Differences in Translation - 16

5.3Apply rhetoric into translation - 17

6.Conclusion - 18

References - 21