Abstract

This thesis is based on the studies of many current motivation theories. In modern society, advertising has become more and more important and indispensable. It exists everywhere and influences everyone.

Generally speaking, advertising is a carrier of both commercial information and culture. And as the most active factor of culture, advertising not only contains and reflects social culture, but also is influenced and restricted by it. In this thesis, focusing on cultural factors which influence Chinese and English advertising languages. The purpose is to reveal the cultural implications in advertising languages by contrastive study and to help strengthen the intercultural awareness in the process of Chinese-English advertising translation. The study of different mode of thinking, philosophical concepts, cultural psychology and moral concepts reflects to advertising language will boost the better understanding and appreciation of the advertisement. Language will play an essential role for the advertising designation which should be in line with the basic principles of advertising as well as the specific national cultural characteristics.

By analyzing the advertisements in Chinese and Western, the thesis means to illustrate the close relation between the advertisement and culture, presenting the differences in the perspective of philosophy, value point, thinking style and esthetics of the two cultures. Thus to appreciate the advertisement is one of the ways to understand the culture, as the advertisements is a cultural product.

Keywords: Sino-Western advertising language; Culture translation strategies

Contents

Abstract

摘要

1.Introduction.1

2.Literature Review1

2.1 The definition of advertisement1

2.2 The purposes of advertisement.2

2.3 The function of advertisement3

3.Studies on advertising language and cultural factors in advertising4

3.1 Studies on advertising language.4

3.2 Studies on cultural factors in advertising.5

3.3 Studies on advertising translation.5

4.The cultural differences in Chinese and English advertisements6

4.1 Oneness vs. dividedness between man and nature7

4.2 Collectivism orientation vs. individual orientation.7

4.3 Indirect vs. direct expression.8

4.4Advocating tradition and static lifestyle vs. seeking change and dynamic lifestyle10

5. Principles and strategies of Chinese-English advertising translation.11

5.1 Principles for advertising translation11

5.2 Strategies for Chinese-English advertising translation.12

6.Conclusion12

Works Cited.14