Abstract With the development of Chinese economy, China’s advertising industry is growing at an astonishing speed. Therefore, advertising translation has attracted more and more attention. Advertising translation is a cross-cultural communication, thus cultural differences have a significant impact on advertising translation. From the perspective of cultural differences, this paper compares the differences of Chinese and western culture by case study and emphasizes the impact of these cultural differences on advertising translation. This paper consists of six parts. Chapter one introduces the research’s background, purpose and significance. Chapter two is the literature review. It reviews the research on advertising translation in China and western countries, and then presents the problems existing in previous studies. Chapter three introduces the definition, purpose and impact of advertising. Chapter four mainly analyzes the cultural differences and their impacts on advertising translation. Chapter five is about cultural adaptation applied in advertising translation. Chapter six is a summary of this thesis; it also puts forward some suggestions for future research. 54731

Key words: advertising translation; cultural differences; cultural adaptation

摘要随着中国经济的发展，中国的广告业也以一种惊人的速度发展。因此，广告翻译吸引了越来越多的关注。广告翻译是一种跨文化交际活动，文化差异对广告翻译具有重大影响。本文从文化差异的角度入手，采用案例比较法比较了中西文化的差异，强调这些文化差异对广告翻译的影响。本文由六个部分组成。第一章介绍本文的研究背景、目的和意义。第二章是文献综述，回顾了中西方广告翻译的历史，并提出当前广告翻译中存在的问题，第三章介绍广告的定义，目的与影响。第四章主要分析文化差异及其对广告翻译的影响。第五章探讨广告翻译中的文化顺应。第六章是本文的总结，并为未来的研究提出一些建议。

毕业论文关键词：广告翻译；文化差异；文化顺应

Contents

1. Introduction 1

2. Literature Review 1

3. Advertising 3

3.1 Definition of advertising 3

3.2 Purpose of advertising 3

3.3 Impact of advertising 4

4. Cultural Differences and Their Impacts on Advertising Translation 4

4.1 Differences in cultural values 5

4.2 Differences in viewpoints 5

4.3 Differences in life styles 6

4.4 Differences in purchasing psychology 7

4.5 Differences in aesthetic standards 8

5. Cultural Adaptation Applied in Advertising Translation 8

5.1 Adaptation to the social world 9

5.2 Adaptation to the physical world 10

5.3 Adaptation to the mental world 10

6. Conclusion 11

Works Cited 13

1. Introduction 

With the development of economic globalization, international economic cooperation is gradually expanding, thus trade is becoming more and more frequent. In the face of opportunities and challenges, countries are expected to improve their own strength in foreign trade. Advertisement, one of the most powerful means of marketing, plays a vital role in the development of foreign trade. Since the reform and opening up, China’s economy develops rapidly and its advertising industry also develops at an unprecedented speed. Therefore, advertising translation has become increasingly important in the economic life. Advertising translation accuracy is directly related to the final effect of advertising. Proper advertising translation can not only attract the reader’s attention, promote their purchasing behavior, but also effectively establish our export products’ good image and reputation in the international area.