On Translation of Advertising Texts from an Intercultural Communicative Perspective
(标题粗体Times New Roman14号字居中，小标题粗体Times New Roman12号字居中)
Submitted by Lin Min
To Foreign Languages Department
NanjingUniversityof Finance and Economics
(粗体Times New Roman12号字居中)
In partial completion of requirements
for the degree of Bachelor of Arts
June 2006 (粗体Times New Roman12号字居中)
I certify that all material that is not my own work in this thesis has been identified. (粗体Times New Roman12号字居中)
ACKNOWLEDGEMENT（粗体Times New Roman14号字居中）
I would like, first of all, to show my sincere gratitude to Dr. Wang Keming, my supervisor, for his valuable guidance and generous support. Through the work, he gave me great encouragement, adding to my confidence and strength for a satisfactory completion of the dissertation.
Also, I would like to take this opportunity to thank all the teachers who have taught me in the past four years for their patience and encouragement. It is because of their help and guidance that I have managed to finish my university schooling and this paper successfully. （Times New Roman12号字）
中文摘要(粗体宋体14号字居中)
本文从跨文化交际的角度，研究广告的英汉互译。通过分析广告功能及其语言特点，我们发现广告总是用不同的语言技巧及文化内涵来实现交际功能，以达到推销产品的效果。语言是文化的载体，因而广告翻译必须在进行文化传递的同时注重译文的社会功效。通过探讨中西方文化的差异，本文提出直译、意译、音译、改译等广告翻译的常用手段，例释广告的主要功能。（左侧空四格，上下对齐，宋体10.5号，100－200字）
关键词：跨文化交际，广告，翻译 （宋体10.5号，3－5个）
ABSTRACT（粗体Times New Roman14号字居中）
This thesis is a study on Chinese-English translation of advertisements from the perspective of intercultural communication. From analyzing the functions and linguistic features of advertisement, we learn that advertising fulfills its communicative purpose through various linguistic devices and abundant cultural connotations, thus achieving the purpose of selling the products. Language is the carrier of culture. Advertisement translation should attach great importance to the social functions and effects of the translated texts, while carrying out cultural communication. Through probing into the cultural differences, we put forward literal translation, free translation and some other translation techniques to get the translated texts successful in achieving the main purpose of advertising. （Times New Roman10.5号）
Key words: intercultural communication, advertising, translation（Times New Roman10.5号）
CONTENTS (粗体Times New Roman14号字居中)
1. Introduction………………………………………………………………………..1
2. Features of Advertisements………………………………………………….……1
2.1 The definition of advertising…………………………………………..……...1
2.2 Purposes and functions of advertisements…………………………………...2
2.3 Linguistic features of advertisements...………………………………………3
2.3.1Lexical features…………………………………………………...……...3
2.3.2Syntactical features……………………………………………………...3
2.3.3Rhetorical features……………………………………………………....4
3. Intercultural Communication and Advertising Culture………………………...4
3.1 Culture and communication…………………………………………………..4
3.2 Intercultural communication…………………………………………………5
3.3 Advertising and intercultural communication………………………………5
3.4 Cultural differences…………………………………………………………...6
3.5 Cultural differences reflected in advertising………………………….……..7
3.5.1Different values…………….…………………………………………..7
3.5.2Different cultural connotations of the same word……………………7
4. Methods and Techniques Used to Translate English Advertisements into Chinese from Intercultural Communicative Perspective………………………….8
4.1 Literal translation……………………………………………………………...8
4.2 Free translation………………………………………………………………...8
4.3 Transliteration………………………………………………………………….8
4.4 Adaptation……………………………………………………………………....9
4.5 Imitation………………………………………………………………………...9
5. Conclusion………………………………………………………………………...10
References…………………………………………………………………………...11
(粗体Times New Roman12号)
On Translation of Advertising Texts from an Intercultural Communicative Perspective(粗体Times New Roman14号字居中)
Lin Min, Class 1, Foreign Languages Department, Nanjing University of Finance and Economics (左侧空4格，Times New Roman10.5号)
1 Introduction (一级标题，粗体Times New Roman12号)
With the development of modern technology and gradual globalization of economy, intercultural communications between people of different cultural backgrounds are becoming more and more frequent. As a means of mass media, advertisements play a significant role in social life and correspondingly the translation of advertising texts is getting more and more important. If we define advertisements as a form of communication, then the translation of advertising texts would be a form of intercultural communication at a higher level. Because of the differences in language and culture, consumers of different countries do not understand the connotations of advertisements or accept the products that are recommended in the advertisements if the language in the advertisements were translated word for word or without consideration for different cultural backgrounds. In that situation, the persuasive effectiveness in the source culture may not be produced in the target culture, which would have a great negative influence on the selling of the product in the target country or region. Thus the study of the translation of advertising texts can on one hand help our domestic products to go global successfully, and on theother hand further the communication in business culture with other foreign countries. (Times New Roman10.5号)
2 Features of Advertisements (粗体Times New Roman12号)
2.1 The definition of advertising (二级及以下标题，粗体Times New Roman10.5号)
Nowadays living in the Information Era, we are confronted with advertisements everyday and everywhere. Radio and television, newspaper and magazines, bus stations, internet, and almost any other means we can imagine are employed for advertising. Advertising helps manufacturers and corporations to increase profits, encourages competition in product or service, lowers price of the products, manipulates social values and attitudes, raises the standard of living and shapes people’s life style. It is no exaggeration to say that “the air we breathe consists of oxygen, nitrogen and advertising.”[1](Mattews 1995: 145)（两种直接引用格式：一在文内括弧内标明author’s name. year: page；二是插入－引用－脚注，包含author’s name. book’s name. page此处使用了两种方法，写作中按需要选择一种）.And we cannot imagine how the world would be without advertisements. But what on earth is advertising?
In Chinese, the word “guanggao(advertising)” literally refers to informing widely and extensively. In English the word “advertise” originates from a Latin word “advertere”, which means to inform somebody of something, and to attract the attention of somebody to something. Albert Laser, generally regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a reason why” (Laser 1978:135). Today, there are many definitions of advertising.
Works cited(粗体Times New Roman12号，居左，10个条目以上，英语以作者姓氏（last name）的字母顺序排列；汉语则按姓名音序排列。文章引用的文献编排英语居前，汉语在后。所列书目应是直接引用并体现于文章中的书目。仅仅查阅过而文章中未体现的书目不应该编排在文献中。否则属于“伪引”。每个文献结束时，应加实心句点。
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[1]Mattews, Charles.Oscar A to Z--- A Complete Guide to More Than 2400 Movies Nominated for Academy Awards. 145
