Study on the Translation Strategies of Commercial Advertisements from a Cross-Cultural Perspective: Taking Sports Brand Advertising as an Example

Lulu Huang

doi:10.62051/ijsspa.v5n2.15

Authors

Lulu Huang

DOI:

https://doi.org/10.62051/ijsspa.v5n2.15

Keywords:

Cross-Cultural Context, Commercial Advertising, Sports Brand, Translation Technique

Abstract

With the development of China’s economy and the increasingly frequent international exchanges, the publicity of enterprises’ brands, products and services has attracted more and more attention. The quality of advertising translation will directly affect the external publicity and marketing of enterprises. Because the cultural background of each country is unique and cultural differences have an important impact on the role of advertising, it is necessary for us to deepen our understanding and mastery of business advertising translation strategies in the cross-cultural context. First of all, this paper analyzes the strategies and skills to be applied in the translation process by using the analysis of the advertising cases of Chinese and foreign sports brands from a cross-cultural perspective. Secondly, according to this research result, we try to put forward the shortcomings in the process of advertising translation, put forward the relevant improvement methods for these problems, and make a prospect for the future in-depth research. The research shows that in the cross-cultural context, mastering the correct and appropriate translation strategies to translate commercial advertisements is the most powerful weapon of brand marketing. It not only promotes products, but also spreads the spirit and culture of sports activities. It has both commercial significance and certain language research significance and appreciation value.

Downloads

Download data is not yet available.

References

[1] Adams, T.& Susan, R. Attitudes Through Idioms[M]. Newbury House Publishers, 1984.

[2] Boone, G. & Kurtz, L. Contemporary Business[M]. Chicago: The Dryden Press, 1990.

[3] Christiane, N. Translating As A Purposeful Activity[M]. Shanghai: Shanghai Foreign Language Education Press, 2001.

[4] Katharina, R. Translation Criticism: The Potentials and Limitations [M]. Shanghai: Shanghai Foreign Language Education Press, 2004.

[5] Newmark, P. Approaches to Translation[M]. Oxford: Pergamon, 1981.

[6] Nida, E. A. Language, Culture, and Translating[M]. Shanghai: Shanghai Foreign Language Education Press, 1993.

[7] Nida, E. A. The Theory and Practice of Translation[M]. Leiden: E. J. Brill, 1969.

[8] Nord, C. Text Analysis in Translation: Theory, Methodology and Didactic Application of a Model for Translation-oriented Text Analysis (Second Edition) [M]. Beijing: Foreign Language Teaching and Research Press, 2006.

[9] Nord, C. Translation as a Purposeful Activity: Functional Approaches Explained[M]. Shanghai: Shanghai Foreign Language Education Press, 2001: 40-44.

[10] Hao Yue. -- Take the creative copy of NIKE official Weibo as an example [J]. News world, 2015 (11): 55-58.

[11] Xie Xiaoyuan. Science and Technology English Translation Skills and Practice [M]. Beijing: National Defense Industry Press: 2008.

[12] Yang Quanhong. Translator, Yi also -- to test the unconventional translation method of international advertising [J]. Chinese Technology Translation, 2000,13.

[13] Zhang Zuocheng, Wang Yan. Definition of business English [J]. International Business, 2002, (6): 51-56.

[14] Zhu Wenfeng. On the guiding significance of Nida's functional equivalence theory for the Chinese-English translation of commercial advertisements [J]. Science And Technology Information, 2010,(5).