Abstract

With the development of Chinese economy, China’s advertising industry is growing at an astonishing speed. Therefore, advertising translation has attracted more and more attention. Advertising translation is a cross-cultural communication, thus cultural differences have a significant impact on advertising translation. From the perspective of cultural differences, this paper compares the differences of Chinese and western culture by case study and emphasizes the impact of these cultural differences on advertising translation. This paper consists of six parts. Chapter one introduces the research’s background, purpose and significance. Chapter two is the literature review. It reviews the research on advertising translation in China and western countries, and then presents the problems existing in previous studies. Chapter three introduces the definition, purpose and impact of advertising. Chapter four mainly analyzes the cultural differences and their impacts on advertising translation. Chapter five is about cultural adaptation applied in advertising translation. Chapter six is a summary of this thesis; it also puts forward some suggestions for future research. 

Key words: advertising translation; cultural differences; cultural adaptation

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-1

3. Advertising-3

3.1 Definition of advertising-3

3.2 Purpose of advertising-3

3.3 Impact of advertising-4

4. Cultural Differences and Their Impacts on Advertising Translation-4

4.1 Differences in cultural values-5

4.2 Differences in viewpoints-5

4.3 Differences in life styles-6

4.4 Differences in purchasing psychology-7

4.5 Differences in aesthetic standards-8

5. Cultural Adaptation Applied in Advertising Translation-8

5.1 Adaptation to the social world-9

5.2 Adaptation to the physical world-10

5.3 Adaptation to the mental world-10

6. Conclusion-11

Works Cited-13