论中西方文化差异对广告翻译的影响(3)
Furthermore,Zhang Zhongli and Zong Wenju said in their book The Generality about The different Chinese and Western Culture, “Western culture is based on inpidualism rather than on mass collectivism. For instance, in the US, you always talk about inpidual rights, instead of placing the whole society above your own self.”(2002:200-75) This book introduced the culture based on masses collectivism through the comparison of the different Chinese and western culture.
However, it is a pity that there are rare scholars having systematic research about the linguistic and cultural differences in advertisement translation. Therefore, this gap is waiting for people to research.
This paper investigates the Chinese and English advertisement language features, and uncovers the culture differences in advertisements from aspects of language, thinking mode, cultural psychology and social customs. Through analysis of the characteristics of Chinese and western language with culture difference, we let people be aware of the influence of linguistic differences between English and Chinese on advertisement translation. What’s more, the success or failure of advertisement translation has great impact on commodity marketing. Through this study, we can get to be familiar with the culture and understand the aesthetic mind of the people from different countries so as to lower the misunderstandings.
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