A Study On The Advertising Slogan Translation From The Perspective Of “Cultural Turn”

With the further development of economic globalization,the platform of economic and cultural exchanges among different regions and countries has been formed and human beings are brought to a commercial information era.As a significant sign of commercial information era,advertisement has penetrated into all aspects of people’s life and even become an important part of their lives.The global circulated advertisement has also an increasingly impact on the cultural communication.As the core of advertisement and a kind of applied language,advertising slogan reflects people’s social life and enjoys national philosophy,history,customs,religions,beliefs,values and ways of thinking.The expressions of advertising slogans are greatly affected and inhibited by national culture.So,the advertising slogans with rich cultural features are largely depend on the translation that considers cultural factors.In today’s economic globalization,only the advertising slogan that fully considers cultural factors can impress people and effectively expand the international market,correctly convey the information and features of commodities and services,thus gaining a place in the fierce international market competition.In brief,the success of advertisement lies in a good advertising slogan and an effective advertising slogan translation.The thesis mainly studies the E-C and C-E translation of advertising slogans.The main content of the thesis is divided into the following parts: firstly,the author makes literature review about the study on the advertising slogan translation at home and abroad,which reveals the problems in advertising slogan translation,and points out that the cultural turn is a new trend in translation practice and then puts forward the guiding significance of cultural turn to the advertising slogan translation.Secondly,the thesis introduces in detail the development of Bassnett’s cultural turn translation theory,and points out that the translator should take full account of the “manipulation school” that the translation should take text as center and consider the entire cultural context in the translation to review the translation practice from the perspective of culture.Moreover,the thesis summarizes,analyzes and puts forward the significance of advertising slogan translation from the perspective of cultural turn: Firstly,the translation of advertising slogans must take full account of the translation-related cultural context;Secondly,creative translation should be conducted on the condition of taking translation text as the center;Thirdly,the translator should carefully analyze the cultural factors behind the cultural conflicts caused by the translation and achieve the coordination of cultural conflicts.Thirdly,the thesis focuses on three aspects: thinking modes,values and aesthetic psychologies,and analyzes the differences between Chinese and Western cultures.By combining the characteristics of advertising language and the features of advertising slogan translation,the thesis selects,analyzes and compares the specific,representative and cultural images-scored advertising slogans to summarize the cultural differences and cultural characteristics behind the Chinese and English advertising slogans.The author adopts flexible advertising slogan translation methods from the perspective of cultural turn,so as to improve the quality of the translation of advertising slogan and coordinate the cultural conflicts and cultural defaults from the cultural differences caused by the East and the West.Finally,the thesis mainly uses the four translation methods of addition,deletion,rewriting and creative translation for advertising slogan translation from the perspective of cultural turn by analyzing specific advertising slogan translation examples,their characteristics and methods respectively.Whether the designer of the slogan or the translator of the slogan,they should take the text as the center and take full account of the cultural contexts of the source language and the target language.From the perspective of cultural harmony and cultural integration,the thesis makes the point that only by analyzing the cultural factors in cultural conflicts will solve cultural barriers.On the principle of not changing the deep meaning of the original text,and using translation methods such as addition,deletion,rewriting and creative translation,the translation can maintain or increase artistic characteristics of the source text and be better than the original text.