5. Conclusion………………………………………………………………………...10

On Translation of Advertising Texts from an Intercultural Communicative Perspective(粗體Times New Roman14号字居中)

Lin Min, Class 1, Foreign Languages Department, Nanjing University of Finance and Economics (左側空4格，Times New Roman10.5号)

1 Introduction (一級标題，粗體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 (粗體Times New Roman12号)

2.1 The definition of advertising (二級及以下标題，粗體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)（兩種直接引用格式：一在文内括弧内标明author’s name. year: page；二是插入－引用－腳注，包含author’s name. book’s name. page此處使用了兩種方法，寫作中按需要選擇一種）.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(粗體Times New Roman12号，居左，10個條目以上，英語以作者姓氏（last name）的字母順序排列；漢語則按姓名音序排列。文章引用的文獻編排英語居前，漢語在後。所列書目應是直接引用并體現于文章中的書目。僅僅查閱過而文章中未體現的書目不應該編排在文獻中。否則屬于“僞引”。每個文獻結束時，應加實心句點。

[1]Catford, J.C.A Linguistic Theory of Translation[M].London:OxfordUniversityPress. 1965.（英文專著引用格式，包含：作者（姓在前，名在後，中間用逗号隔開，下同），書名（斜體），文獻标識Mn，出版地點，出版社，出版年）(Times New Roman10.5号)

[2]Grin, F. English as economic value: Facts and fallacies[J].World English, 2001, 20(1): 65-78.（英文期刊引用格式，包含：作者，文章名，文獻标識J，期刊名，出版年，卷，期數，頁碼起止範圍；括弧裡為期數，如卷數不清楚則僅在括弧裡标明期數）

[3] Mattews, Charles.Oscar A to Z--- A Complete Guide to More Than 2400 Movies Nominated for Academy Awards[M].New York: Doubleday, 1995.

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http://www.wsjk.com.cn/gb/paper21/1/class002100003/hwz572.htm．（網頁引用格式，盡量包含：作者，文章名稱，更新時間，網址）