摘 要：随着全球经济的快速发展，广告已经成为商业社会中至关重要的一部分，而且广告也渗入到社会生活的各个领域，影响着人们的生活。但是，由于不同语言的广告存在一定的文化差异，广告翻译成了一个棘手的问题。为此，本文采用文献解读法，概述了顺应理论、广告定义、功能及语言特点，分析了英汉广告的文化差异，并着重从精神世界、社交世界、物理世界等角度探讨了广告翻译中的顺应性处理，其旨在为英汉广告的翻译提供某些有益启示。

关键词: 顺应论；广告；文化差异

Abstract：With the rapid development of global economy, advertisements have become an important part in commercial society and have penetrated into every field of social life and influenced people’s life. However, the advertisement translation has become a difficult question due to the cultural differences of different advertisements. Therefore, by using the method of reading literature, the paper summarizes the adaptation theory and the definition, the functions and the language features of advertisement, analyzes the cultural differences between Chinese and English advertisement translation and discusses the application of adaptation theory to advertisement translation from the perspective of the consumer’s mental world, the consumer’s social world and the consumer’s physical world. The paper aims to provide some insights for Chinese and English advertisement translation.

Key words: adaptation theory; advertisement; cultural differences

Contents

摘 要 i

Abstract ii

I. Introduction 1

II. Adaptation Theory and Advertisement 2

 2.1 The Adaptation Theory 2

 2.2 Advertisement 3

III. Cultural Differences between Chinese and English Advertisement Translation 6

 3.1 The Definition of Culture 7

 3.2 Different Thought Patterns in Advertisement Translation 7

 3.3 Different Values in Advertisement Translation 8

 3.4 Different Customs in Advertisement Translation 8

IV. The Application of Adaptation Theory to Advertisement Translation from the Perspective of Culture 9

 4.1 Adapting to the Consumer’s Mental World 10

 4.2 Adapting to the Consumer’s Social World 11

 4.3 Adapting to the Consumer’s Physical World 12

 4.4 The Enlightenment of Adaptation Theory for Advertising Translators 13

V. Conclusion 14

Bibliography 16

Acknowledgments 17

The Application of Adaptation Theory to Advertisement Translation from the Perspective of Culture

I. Introduction

With the practice of reform and opening-up policy, a lot of foreign commodities have come into China and the Chinese commodities also pour into other states. Therefore, the needs of advertisement and advertisement translation are imperative. In other words, nobody can escape from the effect of advertisements in modern world where advertisement translation is growing at a surprising speed.

With the further acceleration of globalization, commercial advertisements have drawn more and more attention from scholars. Commercial advertisements need to be translated into target languages with appropriate strategy in order to meet the demands and expectations of consumers. As a kind of intercultural communication, advertisement not only influences people’s life, but also reflects changes of social structure and value. At the same time, some commercial advertisements are only translated on the literal level, but not enough attention has been paid to cultural differences between Chinese and English advertisement translation. Thus, a great number of problems exist in the process of advertisement translation. So researches on the translation of commercial advertising offer great practical value and realistic significance. Consequently, systematic theory and translation strategy are indispensable for advertisement translation.