Culture Transformation in Advertising Translation

Zhang Chaohui

Abstract：Advertising translation is not only to accurately deliver product information，but also pay attention to the cross-cultural factors.This article analyzes in depth from each aspect that how to transform the culture between the east and the west in advertising translation.

Key words：Advertising;Advertising Translation;Culture Transformation

Advertising is an activity of propaganda to widely inform people of information.It has distinct nationality and modernity.Certain cultural traditions，beliefs and values largely affect the consumers’ psychology and behavior.

Chapter One? Definition of Advertising

Webster’s dictionary defines the advertising： Advertising is a purposeful method that uses media rather than oral transmission to deliver information.It aims to arouse people’s demand for goods，and understanding and goodwill for manufacture producing and selling goods.It also provides non-profit services and expounds some meanings and thought.（Webster dictionary 1988）.

Chapter Two? Factors Affecting Chinese-English Culture Transformation

First of all，“Thinking is the common property for human.Thinking restricts language.A kind of language expression reflects relevant thinking mode.”The western mode of thinking is linear，characterized by logical analysis，express simplicity while the Oriental thinking is spiral，more implicative.Second，Value orientation directly decides the consumer acceptance of advertising，affecting consumers’ behavior.The differences of cultural background result in diverse value orientation.Western advocates personality and emphasizes the uniqueness while the Chinese pay attention to the moral rules and collectivism.Third，Every language has its own profound historical background and cultural connotation.The differences in cultural background usually cause the disparity between Chinese and western methods to describe things，which affects a lot in advertising translation.The last，Everyone has different aesthetics because people are affected by geographical environment，economic development in various regions.

Chapter Three? Culture Transformation in Advertising Translation

3.1 Value Transformation

The values of Chinese culture have profound humanism.The value of a man displays by “introspection” and “restraint”.Confucian advocates that “cultivate one’s morality，terms，governing the country，flat world”.Chinese people pay attention to the content of advertising，the empiric whose cultural background is Taoism，Buddhism - Confucian ethics，religion，behavior，a fate color，and the overall orientation.In contrast，westerners are extrovert in personality，notice the external form of the product and highlight the sense that the advertising brings.The same objective could contain different values in different cultural environment，leading to different thoughts and connotations.

3.2 Thought Transformation

The Chinese culture is famous for integrity and harmony throughout the world and it has stronger representation，and symbolic thought has profound influences.The western mode of thinking is characterized by a logic，analyze，and linear.Westerners are always accustomed to from part to whole，which is a kind of analytic way of thinking.They believe analysis and logical reasons with the linear thinking mode.

3.3 Emotion Transformation

In cross-cultural communication，people always consider their beliefs and emotions as a standard of communication with others.They do something and behavior with their own guidelines.Sometimes the original Chinese is much exaggerated but Chinese readers have become accustomed to this exaggeration.If the translation is English edition，westerners may find it difficult to accept.

The culture transformation is significant in advertising translation，which is helpful to promoting the advancement of products.Therefore，interpreting culture transformation in the advertising translation comprehensively is an effective approach to express the original meaning.

參考文獻

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[3]韓萍.中西文化差異在廣告中的體現[J].陜西青年管理干部學院學報，2005.

作者簡介

張超惠（1995—），女，漢族，山西省臨汾市人，翻譯碩士研一在讀，單位：云南農業大學英語筆譯專業。