【正文】 …………..………I Key Words………………………………………………………………… ........…… ...I 摘要 … …………………………… .………… ...……………… ........… .......……..…… II 關(guān)鍵詞 …………………………………………………………………… ...……………………… II Introduction…………………………………………………………………….……...1 I. A Brief Introduction to EnglishChinese Advertisement…………… ..… ...… ...2 A. The Definition of Advertisement… …… ...................................………… .……...2 B. The Origins of Advertisement……………………… ..… .… ..… .…………… 3 C. Basic Functions of Advertisement…… ..………………………… ...…………… 3 II. The Characteristics of EnglishChinese Advertisement Translation……………… .4 A. The Characteristics of the EnglishChinese Advertisement Languages………… 4 1. Rhetorical Characteristics: Frequent Use of Pun and Alliteration…… ...…...... 4 2. Frequent Use of Emotive words……… .…………………... .…………… .…... 5 3. Frequent Use of Some Verbs..............................................................................5 B. The Principles of EnglishChinese Advertisement Translation………… ..… .......6 III. The Cultural Differences…………………………………………………… ..........7 A. Differences in National Characteristics and Aesthetic Attitude………....... .......8 B. Differences in Numbers……………… ..………… ..………………… ...… ..… ...8 C. Differences in Regional Environments………………………………………… 9 D. Differences in Colors, Signs and Symbols……… ...…… ..………… ....……… 10 E. Differences in Psychological Structures……………………………………… .11 F. Differences in Cultural Sense of Values………… .… ...……………………… .11 Translating Skills of EnglishChinese Advertisement Translation…..…… ....12 A. Literal Translation……………………………… ...…………………………… 12 B. Liberal Translation………………………………… ...…………… …………… 13 C. Translation of Parody……………… .…………………… ...………………… ...13 Conclusion……………………………………………………………… .……… .… ..15 攀枝花學(xué)院本科畢業(yè)論文 Contents Acknowledgements…………………………………………………………… ...…. ..16 Bibliography……………………………………………………………… .…. ..……. 17 攀枝花學(xué)院本科畢業(yè)論文 Abstract Ⅰ Abstract As the product of culture, advertisement can show the close relationship between language and culture. This paper tries to approach the translation of the trademarks of import and export modities from the angle of the cultural differences， thus promote the development of Chinese economy. This paper discusses some issues about EnglishChinese advertisement translation, and sums up some skills. Instead of being limited in faithfulness, EnglishChinese advertisement translation should focus on the purpose of selling products. In the process of translating advertisements, cultural differences and product characteristics should be taken into consideration. Cultural differences can show that it is very important to know the western consumer’s aesthetic conception and their response to the translated trademarks. Key Words cultural differences。 advertisement translation。 trademarks translation 攀枝花學(xué)院本科畢業(yè)論文 Abstract Ⅱ 摘 要 本文從東西方文化差異的角度，探討我國英漢廣告的翻譯。文章討論了英漢廣告翻譯中應(yīng)注意的幾個(gè)問題，總結(jié)了廣告翻譯的規(guī)律和技巧。在英漢廣告翻譯的過程中，必須重視東西方的文化差異，必須考慮國外消費(fèi)者的文化習(xí)慣和審美心理，考慮他們對所譯商品廣告的反應(yīng)，注意文化之間的轉(zhuǎn)換并與產(chǎn)品特點(diǎn)緊密結(jié)合。 the value idea and so on can affect the understanding of the advertisement as well as the advertisement effect. So, the advertisement should change the focal point, angle and style of the advertisement according to the characteristics of different countries when being held to draft people, carry on the new intention to conceive in the way that the audiences can understand, can be accepted, can bee interested it. While carrying on the EnglishChinese advertisement translating, translators must pay special attention to the cultural differences. We must find one to suit and click in foreign culture and national culture. Cultural differences have an essential bearing upon translation. Even approximate equivalent and loan words have different implications and usages in English and Chinese. Most problems, however, concern the core of culture: ways of life, values (including ethical criteria, ideology, religion, and relevant terms of address and relations of kinship) and ways of thinking and writing, which vary greatly from Chinese to English. Typical examples in importandexportoriented advertisement 攀枝花學(xué)院本科畢業(yè)論文 Body 8 translation are cited to show that how to avoid mistranslation, and in order to help us translate it better. The varieties of cultural make languages differences between nationalities quite plicated. It is necessary to make intercultural munication today when EnglishChinese contacts are more and more frequent. We need not only to master the basic skill of languages, but also to understand cultural differences, of which impact on translation may be showed from the discussion of the differences of value criterions, religious beliefs, historical and traditional culture, customs and geographical locations. A. Differences in National Characteristics and Aesthetic Attitude It is the crosscultural munication that the person from different cultures carries on the course of munication. Different nationalities have different historical background, national characteristic and customs. So, many translators are engaged in the personnel whose EnglishChinese advertisement translates must understand and grasp the national cultural difference of this country and foreign country, try to make these differences disappear in the course of spreading and translating, find the accurate word in translating and entering languages at the same time, make the culture of foreign country reproduce in translating and entering languages. The language is a part of the culture, and the carriers of the culture which it plays an important role in cultu