Abstract:The difference between the western and Chinese civilization has been existing since the ancient time as well as the cultural collision and exchange. Since 80th of the last century, due to the convenience in transportation and information exchange, the mutual economic influence and cultural blending in different dialects have been enhanced because of the industry transformation of developed countries and the new markets, which make the globalization be the irreversible trend. Cross-cultural transmission is based on a full understanding of foreign culture, customs and tradition confronted with those of our nation. So we should accept and adapt to that culture, custom and tradition. In the globalization trend, the cross-culture transmission appears more and more important. As a pattern, advisements play a vital role in promoting the products and competing for more market share. The advertisement translation becomes more difficult due to the diversities of the culture and language. The paper defines the topic from the cross-culture angle. It first explores the influence on advertisements translation caused by the difference on culture and its embodiments. Then it elaborates the basic principle and method of the advertisement translation, the last not the least, the paper will analysis the prospect and future trend of the ads and brands promotion as well as the difference between Chinese and western ads developments in the near future. 

Keywords: advertisements; cross-culture; translation; language; brand

Contents

Abstract

中文摘要

Chapter 1 Introduction-1

Chapter 2 Cultural Differences-3

2.1 Language-3

2.2 Customs-3

2.3 Values-4

2.4 The Law-6

Chapter 3 The Principles and Strategies to Deal With The Difference-9

3.1 The Creative Translation Principle-9

3.2 Adaptation-10

3.3 Alienation-10

Chapter 4 The Prospect of Advertisement in China and Western Countries-11

4.1 Chinese Advertisements Exploration for the Future Development-11

4.2 Western Advertisement Prospects and New Marketing Patterns.-12

4.2.1 More public Advertisement Connected with Charity Undertakings-12

4.2.2 Various Forms of Marketing Tools-12

Chapter 5 Conclusions-15

References-17

Acknowledgements-19