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On Localization Strategies of E-C Advertising Translation from the Perspective of Sino-western Cultural Differences

Author: JiangXinXin
Tutor: XingXiuLi
School: Jilin University of Finance and Economics
Course: Foreign Linguistics and Applied Linguistics
Keywords: Advertising Translation Cultural differences Localization strategy
CLC: H315.9
Type: Master's thesis
Year: 2010
Downloads: 1091
Quote: 0
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Abstract


Everyone living and working in the world influenced by advertising . In fact, the ads have been deeply into our lives and enrich our culture . With the development of Chinese economy and the acceleration of globalization , the advertising industry is at an alarming rate . Advertising Translation attracted more and more attention . Enter the Chinese market due to the growing number of international advertising , the original ad appropriate strategies should be translated into Chinese version and to meet customer needs and expectations . Advertising Translation plays a very important role in economic development . English to Chinese unsatisfactory , it is always at a very low level . A lot of advertising just literally translate translator little attention to the difference between the two cultures . Starting from the point of view of cultural differences , on this basis , and further help to overcome cultural barriers specific advertising translation strategies . This article consists of five parts . The first chapter introduces the background, significance and structure of the writing of this article . The second chapter introduces the theory , including Nida's functional equivalence theory the teleology of Vermeer , Porter's cross-cultural communication theory and localization concept , it is also reviewed research from the perspective of cultural differences English to Chinese Advertising Translation status quo. Chapter systematic analysis of the Cultural Differences and Advertising Translation . Chapter IV then put forward a targeted strategy for the Translation of English Advertisement localization and tailor-made to the Chinese market . The fifth chapter is the end of this article and summary of recommendations for further research .

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CLC: > Language, writing > FOREIGN > English > Translation
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