跨文化因素对商业广告英语翻译的影响英文.docx

跨文化因素对商业广告英语翻译的影响英文.docx

《跨文化因素对商业广告英语翻译的影响英文.docx》由会员分享，可在线阅读，更多相关《跨文化因素对商业广告英语翻译的影响英文.docx（16页珍藏版）》请在冰点文库上搜索。

跨文化因素对商业广告英语翻译的影响英文

Contents

摘要

随着改革开放的不断深入，以及经济全球化的世界格局逐渐形成，跨文化因素对中国企业走出去有着重要影响，各地区之间的文化差异需要进一步的了解，只有了解跨文化因素，了解不同地区的文化差异，中国企业才能在当地树立良好的形象。

在了解现在国内外的理论研究成果，并结合实际广告案例分析后，决定以麦当劳公司的广告为实例分析。

首先，分析了东南亚地区的跨文化因素对广告的影响，分为中国文化、宗教文化、西方文化。

其次，分析了美国和英国的跨文化因素对广告的影响。

主要分析了不同的影视工业对英美广告业的影响、体育赛事对广告风格的影响、美国作为多元文化国家与英国的高文化包容性在广告风格上的不同表现。

再次，分析了东西方的文化差异对广告的影响。

主要从群体思维与个体思维、高语境与低语境、感性需求和理性需求三个方面进行分析。

另外，分析了在翻译全球部分地区的英文广告时需要注意的关键点。

最后，得出结论，跨文化因素是在商业广告制作和商业广告翻译中的关键必须重视。

关键词：

广告；跨文化；文化差异

Abstract

Withthedeepeningofreformandopeningandtheformationofeconomicglobalization,cross-culturalfactorshaveanimportantimpactonChinesecompaniesgoingglobal.Culturaldifferencesbetweenregionsneedtobefurtherunderstood.Understandingcross-culturalfactorsandunderstandingculturaldifferencesintheregions,canmakeChinesecompaniesestablishagoodimageinoverseasarea.

Afterunderstoodthetheoreticalresearchresultsathomeandabroad,andanalyzedtheadvertisingcases,ThethesisuseMcDonald'sadvertisementsasexamples.First,analyzedtheimpactofcross-culturalfactorsonSouth-eastAsiaadvertisements,whichisdividedintoChineseculture,religiouscultureandWesternculture.Second,analyzedtheimpactofcross-culturalfactorsontheUnitedStatesandtheUnitedKingdomadvertisements.Third,analyzedtheimpactofculturaldifferencesbetweenEastandWestonadvertising.Forth,analyzedthekeypointstobeawareofwhentranslatingEnglishadvertisements.Finally,itisconcludedthatcross-culturalfactorsareakeyfactorincommercialadvertisingproductionandcommercialadvertisingtranslation.

Keywords:

Advertisement;Intercultural;CulturalDifferences

ⅠIntroduction

Cross-culturalcommunicationisasubjectthatstudyhowpeoplefromdifferentculturalbackgroundscommunicate,andhowtheyovercomethedifficultiesacrosscultures.Interculturalcommunicationisarelatedfieldofstudy.DuringtheColdWar,theeconomyoftheUnitedStateswaslargelyself-containedbecausetheworldwasdividedintotwoseparateandcompetingpowers:

theEastandtheWest.Until1990,theworldwidepoliticalsituationhadtotallychangedwitch,madetheEastandtheWestbegantobreakdownthebarriers.Businesstransformedfromindividual-countrycapitalismtoglobalcapitalism.Thus,thestudyofinterculturalwasoriginallyfoundwithinbusinessesandgovernment,bothseekingtoexpandglobally.Businessesbegantoofferlanguagetrainingtotheiremployees.

Atelevisionadvertisement（alsocalledatelevisioncommercial,commercial,ad,TVadvertorsimplyanadvert）isaspanoftelevisionprogrammingproducedandpaidforbyanorganization.Itconveysamessage,aimedtomarketaproductorservice.AdvertisersandmarketersmayrefertotelevisioncommercialsasTVCs.

Advertisingrevenueprovidesasignificantportionofthefundingformostprivatelyownedtelevisionnetworks.Duringthe2010s,thenumberofcommercialshasgrownsteadily,whileatthesametime,thelengthofeachcommercialhasdiminished.Advertisementsofthistypehavepromotedawidevarietyofgoods,servicesandideasfromearlytimesinthehistoryoftelevision.Theviewershipoftelevisionprogramming,asmeasuredbycompaniessuchasNielsenMediaResearchintheUnitedStates,orBARBintheUK,isoftenusedasametricfortelevisionadvertisementplacement,andconsequently,fortherateswhichbroadcasterschargetoadvertiserstoairwithinagivennetwork,televisionprogram,ortimeofday.

Inmanycountries,includingtheUnitedStates,televisioncampaignadvertisementsareconsideredindispensableforapoliticalcampaign.Inothercountries,suchasFrance,politicaladvertisingontelevisionisheavilyrestricted,whilesomecountries,suchasNorway,completelybanpoliticaladvertisements.

Televisionadvertisement,it’sanadvertisementwithtelevisionasthemedium,aformofelectronicadvertisement.Televisionadvertisementisamodesoftransmissionthatusebothaudio-visuallanguageandlanguages,sounds,characters,figures,actions,performance.Thedevelopmentoftelevisiontechnologyandthehighpenetrationrateoftelevisionhaveplayedanimportantroleinpromotingthedevelopmentoftelevisionadvertisement.Meanwhile,televisionwithit’sexclusive,extensive,preservationandimpressionscharacteristics,promotestelevisionadvertisingtograduallysurpasstheoraladvertising,paperadvertising,radioadvertisingbecomethemosteffectiveadvertisingform.

Duetotheeconomic,politicalandculturaldifferencesinvariousregionsallovertheworld,advertisementshaveshowngreatregionaldifferencesintermsofformandstyleatthebeginningoftheirbirth.Nowadays,inthesituationglobalofeconomicglobalization,theemergenceofmultinationalcorporationshasmadeadvertisementsmorediversified.Theadvertisementsproducedindifferentregionsareaffectedbyinterculturalfactors,andtheirregionaldifferencesaremorereflected.Therefore,itiseasiertoconductcomparativeanalysisofinterculturalfactors.

McDonald’sisalargeglobalchainrestaurant,foundedin1955inChicago,USA,McDonald’sistheworld’sleadingoffoodserviceindustry.Asoftheendof2017,thereweremorethan37,000McDonald’srestaurantsworldwide.McDonald’shadranksinthetop10inBranZ’slistoftheworld’smostvaluablebrandsfortenyears.In2018McDonald’srankedeighthinthelist,theworld’stopcateringservicecompany,withabrandvalueofmorethan126billiondollars.Astheworld’stopmultinationalchainrestaurant,itsadvertisementsindifferentregionsoftheworldaredifferent.McDonald’sadvertisementspaidcloseattentiontolocalcultureandproducedalargenumberofexcellentadvertisingcases.

ⅡTheImpactofInterculturalFactorsonSouth-EastAsiaCountries

2.1TheImpactofChineseCultureonSouth-EastAsiaCountries

Theoutputofeconomicsandpoliticsmustcontaintheoutputofcultures.Theexchangeofpolitics,economicsandculturesbetweenChinaandSouth-eastAsiahasbeenclearlyrecordedsincetheHanDynasty.China’smostintimateandmostinfluencedcommunicatewithSoutheastAsiaisZhengHe’ssevenvoyagestotheWestern,andintheimportantportcitiesinsouth-eastAsiatherestillhasZhengHe’sTemple.ZhengHe’ssevenvoyagestotheWesternpromotedthespreadofIslaminIndonesiaandSoutheastAsia.Thenon-governmentalcommunicatebetweenChinaandSoutheastAsiaistheimmigrationtideof“XiaNanyang”.AlargenumberofChineseimmigrantstoSoutheastAsiaparticipateinbotheconomicsandpolitics,resultedinalargenumberofmillionaires.Uptonow,Chinese,ChineseandChineseculturesstillhaveanimportantpositioninSouth-eastAsia.IntheadvertisementsissuedbyMcDonald'sinSoutheastAsia,thesameadvertisementwillbepublishedinthreeversionsofEnglish,Chineseandlocallanguages.ItcanbeseenthatChineseculturehasahighinfluenceinSoutheastAsia.

ConfucianismisthemostinfluencedtheoryinChineseculture.Asanexample,SingaporeisaChinese-dominatedsociety.ManypeoplegrowupintraditionalConfuciansociety.Intheirdailylife,theypracticeConfucianmoralteachings.ThoughtsandbehaviorsaredeeplyinfluencedbyConfucianism.ConfucianismThoughtisalsoanimportantspiritualcorethatsupportstheChinesetoliveoverseasforhundredsofyears.

Inanutshell,Confucianismismainlyabenevolenceandrighteousness,anditisalsoevidentinMcDonald'sadvertising.IntheMcDonald'sadvertisementsinSoutheastAsia,mostofthemdescribetherelationshipbetweenyoungandold,fatherandson,family,society,dominantgroupsanddisadvantagedgroups.Theseadvertisementsarealsoverywell-knownduringthefilming,inthenameofMcDonald'sSingapore.Fortheadvertisementof"McDonald'sProsperity",thisadvertisementisMcDonald'sSingaporeforthe2016ChineseNewYear.Thelines,costumesandNewYear'setiquetteareveryChinesestyle,andtheexpressionsoftheparentsinthechildren'sNewYear'sgreetingsarenottheparents'expressions.ItalsoreflectsandclearlyexpressesthethoughtofthefatherandsoninConfucianculture.ItcanbeseenthatalthoughSingaporehasusedEnglishastheofficiallanguageandeducationallanguageformorethan100years,theChineseculturestillhasinfluence.TheSingaporegovernment'semphasisonpromotingChinesecultureisalsoreflectedintheadvertisement.

AdvertisinginSoutheastAsiaisinfluencedbyChineseculture.MostofitsChineseadvertisingfocusesonthethemeof“home”.Forexample,inSingaporetheofficiallanguageisEnglish,butChineseisalsoawidelyspokenlanguage.Therefore,Singapore’sadvertisingindustryandfilmindustryisinasituationwherebothEnglishandChineseforcesaredevelopinginparallel,andtheadvertisementsproducedbythetwoforcesalsohavetheirownstyles.

McDonald'swillpublishaChineseadvertisementforeachChinesefestivaleveryyear.Forexample,McDonald'sSingaporepublishedtheadvertisement"TasteofHome"inthe2019ChineseNewYear.TheadvertisementwaspublishedinbothChinesevisionandEnglishvision.Takethisadvertisementasanexample.Fromtheperspectiveofthetheme,McDonald'sisnotsimplytocatertheSpringFestival.IthasaddedtheimportantcorethatChinesepeople's"reunion"onNewYear'sEve,andjoinedthestorythattheleadingactresscan’tgobackhome.ThisemotionalanddynamicstorysettingcanfurtherarousetheChinesecommunity'srecognitionofadvertisingandclosethepsychologicaldistanceandpsychologicalidentityofMcDonald'srestaurantsandviewers;fromtheperspectiveoflenslanguage,thecolorofthewholeadvertisementisChineseredisthemainstay,andalargenumberofChineseNewYearcustoms,suchaspap