On Translation of Advertising Texts from an Intercultural Communicative Perspective
(标題粗體Times New Roman14号字居中，小标題粗體Times New Roman12号字居中)
Submitted by Lin Min
To Foreign Languages Department
NanjingUniversityof Finance and Economics
(粗體Times New Roman12号字居中)
In partial completion of requirements
for the degree of Bachelor of Arts
June 2006 (粗體Times New Roman12号字居中)
I certify that all material that is not my own work in this thesis has been identified. (粗體Times New Roman12号字居中)
ACKNOWLEDGEMENT（粗體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(粗體宋體14号字居中)
本文從跨文化交際的角度，研究廣告的英漢互譯。通過分析廣告功能及其語言特點，我們發現廣告總是用不同的語言技巧及文化内涵來實現交際功能，以達到推銷産品的效果。語言是文化的載體，因而廣告翻譯必須在進行文化傳遞的同時注重譯文的社會功效。通過探讨中西方文化的差異，本文提出直譯、意譯、音譯、改譯等廣告翻譯的常用手段，例釋廣告的主要功能。（左側空四格，上下對齊，宋體10.5号，100－200字）
關鍵詞：跨文化交際，廣告，翻譯 （宋體10.5号，3－5個）
ABSTRACT（粗體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 (粗體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
(粗體Times New Roman12号)
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。
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[1]Mattews, Charles.Oscar A to Z--- A Complete Guide to More Than 2400 Movies Nominated for Academy Awards. 145
