海外英语(中旬刊)
海外英語(中旬刊)
해외영어(중순간)
OVERSEAS ENGLISH
2010年
11期
413-415
,共3页
international advertising%cross-cultural exchanges%the differentiation between language and culture%strategies in translation
Advertising activity is not only a commercial activity,but a cultural exchange as well.As a subculture belonging to commercial culture,the advertising culture itself consists of product culture and marketing culture.The international advertising is a promoting form of cross-national and cross-cultural marketing.In the process of China's international advertising,translators play a significant role in the application of advertising language as well as confront with a lot of difficulty due to the differentiation between culture and language in different countries.Since the translation of international advertising obviously differs from those of the other genres,the translators must have a good command of the language,social culture,the customs,the art,psychology,market economics,advertising principles,etc.Therefore,it is necessary to apply new strategies in translation.
