ABSTRACT

Nowadays, an increasing number of Chinese companies have the chance to join in the international market, and at the same time, foreign brands continuously join in Chinese market. This is both a chance and competition to multinational corporations in China. To face the competition and transmit it into a chance, one of the most powerful weapons is business advertisements in an international language, which is English right now. Each country and each company will spend a huge amount of money on advertisements to shape a good enterprise image and to evangelize product. Becoming international is an evitable trend that no one can prevent. Avoiding negative effects of cultural conflicts in business advertisements is one of the key factors that can determine the future of a corporation. 

In order to help multinational corporations better compete in the future competition around the world, this paper focuses on the cross-cultural factors like stereotype, ethnocentrism, and social categorization in commercial advertisements. It aims to provide some useful suggestions for advertisers of multinational corporations.

Key words: Cross-cultural; Commercial; Advertisement

CONTENTS

ACKNOWLEDGEMENTS

ABSTRACT

摘要

Chapter One INTRODUCTION-1

Chapter Two LITERATURE REVIEW-2

2.1 Current Studies on Business English Advertisements at home and abroad-2

2.2 Studies on the translation of business English advertisements-3

2.3 Studies on cross-cultural awareness of business English advertisements-3

2.4 Limitations in Current Studies-4

Chapter Three THEORETICAL FRAMEWORK-5

3.1 Translation Theory on Business English Advertisements-5

3.1.1 Eugene Nida’s dynamic-equivalence theory-5

3.1.3 Halliday’s functional linguistics on register theory and its guidance for translation-7

3.2 Cross-cultural Communication Theory-8

3.2.1 Negative effects in cross-cultural communication-8

3.2.1.1 Stereotype-8

3.2.1.2 Ethnocentrism-9

3.2.2 Avoidance of cross-cultural negative effects-10

Chapter Four CASE STUDIES ON BUSINESS ENGLISH ADVERTISEMENTS FROM THE PERSPECTIVE OF CROSS-CULTURAL COMMUJNICATION-12

4.1 Linguistic Characteristics of Business English Advertisements-12

4.2 Characteristics of Business English Advertisements with Cross-cultural Factors-13

4.3 Characteristics of Business English Advertisements without Cross-cultural Factors-14

4.4 Comparisons of Business English Advertisements with and without Cross-cultural Factors-15

Chapter Five CONCLUSION-17

REFERENCES-18