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商业广告具有经济和文化的双重属性,在中国品牌和企业走向国际化的进程中,商业广告语既是以引导消费为目的的营销手段,又是跨文化交际过程的载体,所以,在跨文化交际的视角下,了解和重视中西方的文化差异,准确合理的广告翻译是完成商业广告职能属性的重要环节。
Commercial advertising has dual economic and cultural attributes. As Chinese brands and enterprises move towards internationalization, commercial advertisement is not only a marketing tool aimed at guiding consumption but also a carrier of intercultural communication. Therefore, in the field of intercultural communication From the perspective of understanding and valuing the cultural differences between China and the West, accurate and reasonable advertisement translation is an important part of completing the commercial advertisement’s functional attributes.