| 全球化语境下商业广告的翻译 |
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| 引用本文： | 张晶,宋秀芝. 全球化语境下商业广告的翻译[J]. 黑龙江教育学院学报, 2006, 25(2): 86-87 |
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| 作者姓名： | 张晶 宋秀芝 |
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| 作者单位： | 东北林业大学,外语学院,黑龙江,哈尔滨,150080 |
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| 摘 要： | 商业广告所处理的信息主要为大众文化,而大众文化在文化全球化的过程中日益趋同。虽然各国文化具有各自的民族性,但是人类本身以及赖以生存的一切外部条件都存在着共性,这种共性就是人类对外部世界的共识。不同文化之间所具有的相似性和相通性是翻译中可能并且应该采用归化方法的客观依据。商业广告是一种目的性极强的行为,广告的“ACCA”的功能要求广告的译文必须接近读者,以读者为中心。
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| 关 键 词： | 归化 异化 文化全球化 商业广告 |
| 文章编号： | 1001-7836（2006）02-0086-02 |
| 收稿时间： | 2005-06-09 |
| 修稿时间： | 2005-06-09 |
Commercial Advertisement Translation in the Context of Cultural Globalization |
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| ZHANG Jing,SONG Xiu-zhi. Commercial Advertisement Translation in the Context of Cultural Globalization[J]. Journal of Heilongjiang College of Education, 2006, 25(2): 86-87 |
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| Authors: | ZHANG Jing SONG Xiu-zhi |
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| Affiliation: | Northeast Forestry University, Harbin 150080, China |
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| Abstract: | Commercial advertisement involves the culture of masses,which has the tendency to be similar to other nation's culture with the development of cultural globalization.All the cultures have the common though they have their own characteristics respectively.And the similarities between them are basis of domestication.Commercial advertising belongs to a purposeful behavior,so its translation must satisfy the reader's need,namely the reader-oriented. |
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| Keywords: | domestication foreignization cultural globalization commercial advertisement |
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