CAJ | 학술논문

由于文化差异，语用失误频繁出现在广告语翻译中，导致顾客对产品产生误解，在海外市场遇冷。笔者主要从跨文化交际的角度调查广告翻译中出现的语用失误情况，探讨语用失误根源并提出对策，旨在为广告语翻译提供帮助。
유우문화차이，어용실오빈번출현재엄고어번역중，도치고객대산품산생오해，재해외시장우랭。필자주요종과문화교제적각도조사엄고번역중출현적어용실오정황，탐토어용실오근원병제출대책，지재위엄고어번역제공방조。
There are an increasing number of foreign students from varied cultural backgrounds learning Chinese in China for various reasons .However ,owing to cultural differences ,pragmatic failure ,especially socio -pragmatic failure ,frequently occur in their communication in Chinese .In light of the cultural source of pragmatic failures ,it investigates pragmatic failure by foreign students learning Chinese ,discusses the causes and provides countermeasures from the perspective of intercultural communication ,aiming at providing a reference for Chinese teachers and help for foreign students learning Chinese .