浅析英汉广告翻译中的文化差异及语用失误

广告作为一种面向大众的宣传手段,本身就是一种重要的社会用语和社会文化。英汉广告的翻译过程是一个跨文化再创造的过程。文章从语言、文化习俗、价值观等方面,分析了英汉广告翻译中所出现的一些语用失误,探讨了文化背景在广告翻译中的重要意义,阐述了跨文化广告翻译中避免语用失误的原则。

On Cultural Differences and Pragmatic Failures in Advertising Translation

As a kind of mass culture,advertising culture is of great social influence.The cultural background is extremely important for cross-cultural advertising translation.This paper analyzes some pragmatic failures in advertising translation from the aspects of language,culture,custom,view of value and so on;explores the important significance of cultural background and elaborates on some principles to avoid pragmatic failures in cross-cultural advertising translation.