【作者】 钟琼；

【导师】 张健；

【作者基本信息】 上海外国语大学 ， 英语语言文学， 2007， 硕士

【摘要】 环视我们周围，广告无所不在，影响着我们大多数人生活的方方面面。语言是广告众多载体中最为重要的一种，精心雕琢的广告词常用以达到某种特定的目的，有时是传达信息，但更多时候更重要的是要说服和影响别人。翻译要通过语言来进行，但正如一般性的语言那样，广告语言作为富有特性的语言，也反映并承载着文化，而文化又为广告语言提供了发挥功用的平台，这样，广告语言必定打上文化的烙印。因此，翻译或广告翻译，从本质上说，都是跨文化的翻译。不同地域有不同的文化，甚至存在文化冲突，包括核心价值观、权威崇信、思维惯性和消费倾向方面的差异与冲突，而所有这些差异都影响着广告的翻译。为避免或减少这种影响，本文基于顺应理论(Verschueren 2000：13)，采取文化顺应翻译策略，提出并论证如替换翻译、增减翻译、补偿翻译及套译等具体对策。更多还原

【Abstract】 Advertising, something that we are all exposed to, and also something that is likely to affect most of us in a number of different spheres of our lives and takes many forms, in most of which language is of crucial importance. The wording of advertisements, in most cases, carefully crafted to meet particular ends is sometimes intended to inform, but more often, and more importantly, for persuasion and influence.Translation is done via the vehicle of language. However, like general language, advertising language also mirrors, carries culture and culture provides frame in which advertising language operates and functions. Culture imprints advertising language with all its marks. Therefore, translation or advertising translation, in essence, comes to be an across-cultural activity.People in different areas have cultural discrepancies and even cultural conflicts, including different core cultural values, trusted authority, adopted viewpoint, and consuming tendency, which cause their impact on advertising translation. To avoid or minimize the impact, under the guidance of the theory of adaptation (Verschueren 2000:13), some culture adaptive strategies in advertising translation, such as replacement, addition or abridgement, compensation and structure-borrowing are mentioned and testified in this thesis.更多还原