Along with the process of global integration is increasingly deepening, between country and country in terms of economy, politics, science and technology of cross-cultural exchange is reaching increasingly frequent. However, geographical and historical origins of the difference, so that the nations constitute the inherent in the cultural background, so values, ways of thinking, social standards, and pragmatic rules of the identity become cross cultural diplomacy latent obstruction, can decrease communication effectiveness, the formation of misunderstanding and cultural conflict. Cross cultural diplomacy as an independent discipline is in the edge, so the era background, and cause the experts highly valued. The advertisement is a peculiar social civilization, any changes on the urban society reflected in advertising. As the focus of the advertisement advertisement language, is a special talk scene, the main origin is the ancient words of neologisms, popular discourse. The advertisement language not only has the speech characteristic of bright, also contains a rich ethnic culture connotation, contains a country or plain near family in scientific knowledge, religious beliefs, customs and habits, values of precipitation. Strange ideas, moral civilization, customs, religion etc. will affect the occurrence of the advertisement language. Advertising language as a foreign talk, not just speak of a major field of study, a department still cross culturalforeign cannot neglect. And the advertising translation, with other types of translation, is also a kind of cross culture diplomacy movement. Advertising translation cannot do without discussion on advertising language features and cultural differences, speaking differences have an impact on a major advertising translation. In recent years, Sino Russian relations continuously deepened, economic and trade cooperation rapid development, advertisement has become communication on both sides of the bridge, the influence cannot small gaze. However, the difference of civilization, religion, plain near family customs often form obstruction, affecting people of the advertisement language know, and thus the emergence of mistranslation. In order to make their advertisement language in cross cultural diplomacy cause audience of readers in consensus, to reach the target of trade, must compare the similarities and differences between the studies both countries advertisement language speaking civilization, impact analysis of these differences on advertisement translation, to discuss appropriate translation approaches and strategies. Therefore, the Sino Russian speaking researchers have given a high degree of attention. Research sources of advertising in the 80 years of the last century, important performance in two aspects: one is focuses on advertising strategy, creativity, marketing investigation and audience psychology research; the second is emphatically to speak for themselves, from the micro angle research, such as speech, speech vocabulary, syntax and rhetoric etc., demonstrates the advertisement speak in promoting the products to the action of. This era is the emergence of a large number of research works, "Confessions speak analysis" (Xu Yumin, palace Japanese English, 1988), the advertisement words "(Le Teng Lin, 1992)," Confessions speak research "(Yun of water transport of grain to the capital, 1992). In recent years, international scholars to advertising research angle of view expanded to more categories, also achieved certain accomplishments, such as: "advertisement psychology, advertisement arrived in consumer action mind master" (Mo Chao Ma, 1997), the advertisement of civilization "(Shu Li Li, 1998), the mind of the advertising claims basic and speaking strategy" (xuxing, 2002), the Russian advertisement precedent text "(Zhang Jing, 2003), and so on. But it's not easy to see that these studies point mostly in the level of learning to speak. Although I the quintessence of Chinese culture to advertising began to study further, but to talk to the advertisement of the two countries a comparative study is the absolute lack, as long as most of the article touches the characteristics of Russian and Chinese advertising language comparative analysis, such as Wang Xiaohuan "Sino Russian television advertisement speak comparative study", and under the cross cultural diplomacy with King study Russian and Chinese advertisement language speaking civilization features and translation of the article is rare. #12 in terms of overall, Sino Russian pure makers from social learning to speak, psychology, speak civilization and pragmatics equally divergent angle set out, the nature and characteristics of the advertisement language stopped deep research. But it is worth noting is that compared with other traditional disciplines, no matter in international, still abroad, the advertisement language is still a new research field. The actual system still exists many deficiencies, especially the advertising language translation research also has not received enough attention. This is where the practical significance of this topic. Also from a cross cultural diplomacy from the perspective of advertising language in Russian and Chinese language and culture differences and similarities stop the comparison analysis, this kind of situation is relatively rare, on the cultural backgrounds differ very far diplomacy on both sides to stop useful speech diplomacy movement has a certain reference value can better complete the advertisement in today's society and cross cultural diplomacy in the role of. In this essay, through comparative analysis of Russian and Chinese advertisement language speech characteristics and cultural connotation, discuss appropriate translation approaches and strategies, in order to reduce the two countries in cross cultural diplomacy to advertising understand error, make people in cross-cultural foreign double deeply understand and familiar with the advertising scene between the two countries, prevent the clash of civilizations, deepen of Russian and Chinese advertisement creation and translation of a comprehensive understanding of, and creation, translation more excellent advertising works, build brand effect, better advertisement effect. The innovation points of this thesis is that research on advertisement translation set in comparison to advertising language in Russian and Chinese language and culture differences and similarities of the scale, and the translation as one of the comparative study of wrist. This paper on Russian and Chinese advertising language research and application has certain theoretical guiding significance, help to their further understand advertising language of Chinese and Russian speaking civilization characteristics, exploration of advertising translation skills and methods, so as to improve the economic effect of advertisement. In this paper, the important research methods for the classification system, example analysis and summary. First describes the actual coherent advertisement language from the whole, the types and characteristics of advertisement stop system of classification, describes the growth process of China and Russia. The second is separated from the language and culture of two kinds of angle, through the process of the large number of examples to analyze similarities and differences between Russian and Chinese advertising language. First through the process of research important content to generalize, summarize, summed up the conclusion of this paper. The important content of this paper is divided into four chapters and the conclusion. The first chapter is the summary, this article discuss the basic and according to the actual. This article discusses the advertisement definition, classification and the creation principle and reviews the Sino Russian advertisement in the process of growing, and analyses the in cross cultural diplomacy from the perspective of comparative study of Russian and Chinese advertising language and its translation of practical significance. And the relation of cross cultural diplomacy and translation to be discussed, including cross essence and definition of the definition and content of cultural diplomacy, the translation and cross cultural diplomacy and advertisement translation. The second chapter compares similarities and differences between Russian and Chinese important advertisement language from talking angle, and an example of the analysis and study of advertising translation skills. In the speech, Russian and Chinese advertising language are taken rhyme, overlapping, the homophonic wrist, but emotional color reduplicated has however each are not identical. In vocabulary, using foreign words, abbreviations are Russian and Chinese in the advertisement language scene. In the aspect of rhetoric, Russian and Chinese are a large amount of application of advertisement language simile, metaphor, pun, comparison of the wrist. The third chapter from the perspective of civilization's important comparison between Russian and Chinese advertising language reaction near nation civilization inherent similarities and differences, analyzes the influence of cultural differences on advertisement translation. First elaborated the Sino Russian advertisement language of ethnic cultural phenomenon with personality, applications such as celebrity, and traditional art forms and alien civilization combination and so on; secondly application example analysis method comparison advertising language of the two countries in ethnic cultural differences, effects such as culture psychology, thinking method, trial Ya view, value idea, etc.. And a detailed analysis cultural differences on advertisement translation. The presence of Russian and Chinese advertisement translation of the fourth chapter discuss the cross-cultural background of diplomatic achievements, and translation strategies and methods. Russian and Chinese advertising suffered in the cultural conflict at the same time, also showed a trend of internationalization, and gradually became the main target to complete the cross cultural diplomacy. This to researchers proposed higher request, profound study of Russian and Chinese advertisement language speaking, civilization features required further discuss advertising translation strategy and wrist, effectively processing faced in advertisement writing and translating of civilization conflict, makes advertisement can be enough to display their own role, for bilateral trade growth help adding insult to injury. The first is the conclusion of the thesis elaborates on the contents of key departments, the summary and induction, and concluded. 目录: |
