跨文化传播视角下广告翻译策略研究

Advertising Translation Strategies from the Perspective of Cross-Cultural Communication

摘要: 伴随全球化发展进程，广告在跨文化传播过程中面临语言符号、思维方式与价值观念等多重文化差异带来的挑战。本文从跨文化传播视角出发，以翻译目的论为理论框架，基于跨文化交际中成功案例，探讨不同类型广告在英汉翻译中的常用策略。结合经典广告译文，研究发现，依据营销目标，除产品广告以直译为主要策略外，品牌广告、企业广告与观念(公益)广告需依据语言特征、审美偏好、价值取向等因素，综合运用直译、意译、创译、增补性翻译等多种策略进行翻译。理解产品、品牌、企业与公益广告在跨文化传播中的不同翻译策略及其适用倾向，能有效提升广告在全球化背景下跨文化交流效力，构建普适性的价值认同。

Abstract: With the advancement of globalization, advertising in cross-cultural communication faces challenges posed by multiple cultural differences, including linguistic symbols, modes of thinking, and value systems. From the perspective of cross-cultural communication and grounded in Skopos theory, this paper examines successful cases in cross-cultural communication to explore commonly used strategies in English-Chinese translation of different types of advertisements. Based on analyses of classic advertising translations, the study finds that, depending on marketing objectives, while product advertising primarily employs literal translation, brand advertising, corporate advertising, and concept (public service) advertising require a combination of strategies such as literal translation, free translation, creative translation, and supplementary translation, taking into account linguistic features, aesthetic preferences, and value orientations. A nuanced understanding of the different translation strategies and their applicability across product, brand, corporate, and public service advertisements in cross-cultural contexts can effectively enhance the cross-cultural communicative efficacy of advertising in a globalized environment and help construct universally resonant value identification.