摘要
因为语言,中西文化和审美情趣的差异,商业广告的翻译容易造成语用-语言失误、社交-语用失误、用词不当、译词造成变异联想等问题。可以根据广告的特点,采用广告翻译的软策略和硬策略来解决翻译中的这些问题。
Pragma-linguistic failure, socio-pragmatic failure, and improper usages of words or diverse association in advertising translation are caused by the differences between two languages, between the Chinese and western cultures, and between Chinese and western aesthetic sentiments. Soft countermeasures and hard countermeasures in advertising translation can be taken to solve the problems according to the characteristics of commercials.
出处
《湖南工程学院学报（社会科学版）》
2009年第3期52-55,共4页
Journal of Hunan Institute of Engineering(Social Science Edition)
关键词
商业广告
翻译
对策
commercials
translation
countermeasures
