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1、 毕 业 论 文 题 目：跨文化因素对商业广告英语翻译的影响学 院：外国语学院专 业：商务英语班 级：本科15-1班姓 名：李轶聪学 号：20150310005指导教师：刘晓鹏2019年5月16日A Graduation Thesis for the B.A. DegreeThe Impact of Intercultural Factors on English Translation of Commercial AdvertisementsbyLi YicongSupervisor:Liu XiaopengResearch Direction:Intercultural Communica
2、tionSpecialty:Business EnglishClass:1501Register Number:20150310005Faculty:School of Foreign LanguagesShijiazhuang UniversityMay 16, 2019毕业论文诚信承诺书1. 本人郑重承诺所提交的毕业论文 ，是在指导教师的指导下，严格按照学校和学院的规定完成的。2. 本人在毕业论文中引用他人的观点和参考资料均加以注释和说明。3. 本人承诺在毕业论文选题和研究过程中没有抄袭他人研究成果和伪造相关数据等行为。4. 在毕业论文中对侵犯任何方面知识产权的行为，由本人承担相应的法律责
3、任。学生签名： 日期： AcknowledgementsI wish to express my profound indebtedness to my supervisor, for his warm-hearted encouragements and valuable advices. In the last three months, he has given me indispensable help in many ways, from the language polishing to the argument expounding, and from the first out
4、line of the thesis to its final completion. Without his significant comments, patient guidance and meticulous scholarship, my thesis would not have appeared in the present form.My heartfelt thanks also go to all my teachers of the School of Foreign Languages at Shijiazhuang University for their info
5、rmative and inspiring courses and lectures，from which I have obtained specialized knowledge and creative ideas that are conducive to the completion of my work.Moreover, I am very grateful to all the authors of the books and journal articles I used as references, who have provided me with insightful
6、observation and inspiration.And finally, I would extend my sincere thanks to my roommates, they generously lend me their hands during the course of writing this thesis.摘 要随着改革开放的不断深入，以及经济全球化的世界格局逐渐形成，跨文化因素对中国企业走出去有着重要影响，各地区之间的文化差异需要进一步的了解，只有了解跨文化因素，了解不同地区的文化差异，中国企业才能在当地树立良好的形象。在了解现在国内外的理论研究成果，并结合实际广
7、告案例分析后，决定以麦当劳公司的广告为实例分析。首先，分析了东南亚地区的跨文化因素对广告的影响，分为中国文化、宗教文化、西方文化。其次，分析了美国和英国的跨文化因素对广告的影响。主要分析了不同的影视工业对英美广告业的影响、体育赛事对广告风格的影响、美国作为多元文化国家与英国的高文化包容性在广告风格上的不同表现。再次，分析了东西方的文化差异对广告的影响。主要从群体思维与个体思维、高语境与低语境、感性需求和理性需求三个方面进行分析。另外，分析了在翻译全球部分地区的英文广告时需要注意的关键点。最后，得出结论，跨文化因素是在商业广告制作和商业广告翻译中的关键必须重视。关键词：广告；跨文化；文化差异Ab
8、stractWith the deepening of reform and opening and the formation of economic globalization, cross-cultural factors have an important impact on Chinese companies going global. Cultural differences between regions need to be further understood. Understanding cross-cultural factors and understanding cu
9、ltural differences in the regions, can make Chinese companies establish a good image in overseas area.After understood the theoretical research results at home and abroad, and analyzed the advertising cases, The thesis use McDonalds advertisements as examples. First, analyzed the impact of cross-cul
10、tural factors on South-east Asia advertisements, which is divided into Chinese culture, religious culture and Western culture. Second, analyzed the impact of cross-cultural factors on the United States and the United Kingdom advertisements. Third, analyzed the impact of cultural differences between
11、East and West on advertising. Forth, analyzed the key points to be aware of when translating English advertisements. Finally, it is concluded that cross-cultural factors are a key factor in commercial advertising production and commercial advertising translation.Key words: Advertisement; Intercultur
12、al; Cultural DifferencesContents Introduction- 1 - The Impact of Intercultural Factors on South-East Asia Countries- 3 -2.1 The Impact of Chinese Culture on South-East Asia Countries- 3 -2.2 The Impact of Religion Factors on Advertising Strategies- 5 -2.3 Western Cultures in South-East Asia- 6 - The
13、 Differences between US McDonalds Ads and UK McDonalds- 7 -3.1 The Impact of Film Industry on Advertisement- 7 -3.2 Soccer in UK and Football in US- 9 -3.3 Multi-culture Country with High Cultural Inclusive Country- 10 - Eastern Cultures with Western Cultures- 11 -4.1 The Group Mind with Individual
14、Thinking- 11 -4.2 The High Context with Low Context- 12 -4.3 The Emotional Appeals with Rational Appeals- 13 - Key points when Translating English Advertisements- 15 -5.1 Key Points when Translating English Advertisements in South-East Asia- 15 -5.2 Key Points when Translating English Advertisements
15、 in Western countries- 16 - Conclusion- 16 -The Impact of Intercultural Factors on English Translation of Commercial Advertisements IntroductionCross-cultural communication is a subject that study how people from different cultural backgrounds communicate, and how they overcome the difficulties acro
16、ss cultures. Intercultural communication is a related field of study. During the Cold War, the economy of the United States was largely self-contained because the world was divided into two separate and competing powers: the East and the West. Until 1990, the worldwide political situation had totall
17、y changed witch, made the East and the West began to break down the barriers. Business transformed from individual-country capitalism to global capitalism. Thus, the study of intercultural was originally found within businesses and government, both seeking to expand globally. Businesses began to off
18、er language training to their employees.A television advertisement (also called a television commercial, commercial, ad, TV advert or simply an advert) is a span of television programming produced and paid for by an organization. It conveys a message, aimed to market a product or service. Advertiser
19、s and marketers may refer to television commercials as TVCs.Advertising revenue provides a significant portion of the funding for most privately owned television networks. During the 2010s, the number of commercials has grown steadily, while at the same time, the length of each commercial has dimini
20、shed. Advertisements of this type have promoted a wide variety of goods, services and ideas from early times in the history of television. The viewership of television programming, as measured by companies such as Nielsen Media Research in the United States, or BARB in the UK, is often used as a met
21、ric for television advertisement placement, and consequently, for the rates which broadcasters charge to advertisers to air within a given network, television program, or time of day .In many countries, including the United States, television campaign advertisements are considered indispensable for
22、a political campaign. In other countries, such as France, political advertising on television is heavily restricted, while some countries, such as Norway, completely ban political advertisements.Television advertisement, its an advertisement with television as the medium, a form of electronic advert
23、isement. Television advertisement is a modes of transmission that use both audio-visual language and languages, sounds, characters, figures, actions, performance. The development of television technology and the high penetration rate of television have played an important role in promoting the devel
24、opment of television advertisement. Meanwhile, television with its exclusive, extensive, preservation and impressions characteristics, promotes television advertising to gradually surpass the oral advertising, paper advertising, radio advertising become the most effective advertising form.Due to the
25、 economic, political and cultural differences in various regions all over the world, advertisements have shown great regional differences in terms of form and style at the beginning of their birth. Nowadays, in the situation global of economic globalization, the emergence of multinational corporatio
26、ns has made advertisements more diversified. The advertisements produced in different regions are affected by intercultural factors, and their regional differences are more reflected. Therefore, it is easier to conduct comparative analysis of intercultural factors.McDonalds is a large global chain r
27、estaurant, founded in 1955 in Chicago, USA, McDonalds is the worlds leading of food service industry. As of the end of 2017, there were more than 37,000 McDonalds restaurants worldwide. McDonalds had ranks in the top 10 in BranZs list of the worlds most valuable brands for ten years. In 2018 McDonal
28、ds ranked eighth in the list, the worlds top catering service company, with a brand value of more than 126 billion dollars. As the worlds top multinational chain restaurant, its advertisements in different regions of the world are different. McDonalds advertisements paid close attention to local cul
29、ture and produced a large number of excellent advertising cases. The Impact of Intercultural Factors on South-East Asia Countries2.1 The Impact of Chinese Culture on South-East Asia CountriesThe output of economics and politics must contain the output of cultures. The exchange of politics, economics
30、 and cultures between China and South-east Asia has been clearly recorded since the Han Dynasty. Chinas most intimate and most influenced communicate with Southeast Asia is Zheng Hes seven voyages to the Western, and in the important port cities in south-east Asia there still has Zheng Hes Temple. Z
31、heng Hes seven voyages to the Western promoted the spread of Islam in Indonesia and Southeast Asia. The non-governmental communicate between China and Southeast Asia is the immigration tide of “Xia Nanyang”. A large number of Chinese immigrants to Southeast Asia participate in both economics and pol
32、itics, resulted in a large number of millionaires. Up to now, Chinese, Chinese and Chinese cultures still have an important position in South-east Asia. In the advertisements issued by McDonalds in Southeast Asia, the same advertisement will be published in three versions of English, Chinese and loc
33、al languages. It can be seen that Chinese culture has a high influence in Southeast Asia.Confucianism is the most influenced theory in Chinese culture. As an example, Singapore is a Chinese-dominated society. Many people grow up in traditional Confucian society. In their daily life, they practice Co
34、nfucian moral teachings. Thoughts and behaviors are deeply influenced by Confucianism. Confucianism Thought is also an important spiritual core that supports the Chinese to live overseas for hundreds of years.In a nutshell, Confucianism is mainly a benevolence and righteousness, and it is also evide
35、nt in McDonalds advertising. In the McDonalds advertisements in Southeast Asia, most of them describe the relationship between young and old, father and son, family, society, dominant groups and disadvantaged groups. These advertisements are also very well-known during the filming, in the name of Mc
36、Donalds Singapore. For the advertisement of McDonalds Prosperity, this advertisement is McDonalds Singapore for the 2016 Chinese New Year. The lines, costumes and New Years etiquette are very Chinese style, and the expressions of the parents in the childrens New Years greetings are not the parents e
37、xpressions. It also reflects and clearly expresses the thought of the father and son in Confucian culture. It can be seen that although Singapore has used English as the official language and educational language for more than 100 years, the Chinese culture still has influence. The Singapore governm
38、ents emphasis on promoting Chinese culture is also reflected in the advertisement.Advertising in Southeast Asia is influenced by Chinese culture. Most of its Chinese advertising focuses on the theme of “home”. For example, in Singapore the official language is English, but Chinese is also a widely s
39、poken language. Therefore, Singapores advertising industry and film industry is in a situation where both English and Chinese forces are developing in parallel, and the advertisements produced by the two forces also have their own styles.McDonalds will publish a Chinese advertisement for each Chines
40、e festival every year. For example, McDonalds Singapore published the advertisement Taste of Home in the 2019 Chinese New Year. The advertisement was published in both Chinese vision and English vision. Take this advertisement as an example. From the perspective of the theme, McDonalds is not simply
41、 to cater the Spring Festival. It has added the important core that Chinese peoples reunion on New Years Eve, and joined the story that the leading actress cant go back home. This emotional and dynamic story setting can further arouse the Chinese communitys recognition of advertising and close the p
42、sychological distance and psychological identity of McDonalds restaurants and viewers; from the perspective of lens language, the color of the whole advertisement is Chinese red is the mainstay, and a large number of Chinese New Year customs, such as paper-cuts, lanterns, temple fairs, etc., have be
43、en added to the scene to further enhance the expression of the advertising theme in the scene.2.2 The Impact of Religion Factors on Advertising StrategiesSouth-east Asia is deeply influenced by the worlds four major cultural systems - India, China, Islam, and the West. First of all, the earliest inf
44、luence on South-east Asia is Indian culture. The religions of India culture (Hinduism, Buddhism) may have spread to parts of South-east Asia before BC. In many parts of South-east Asia, there are religious artifacts and buildings produced under the influence of Hinduism and Buddhism. Second, it is t
45、he influence of Chinese culture. China has been trading with South-east Asia since Han Dynasty, and until the Song and Yuan Dynasties, Southeast Asia and China had close exchanges in politics, law, religion, and art. Again, the Islam. After the 10th century AD, there were Muslim activities in South-
46、east Asia, mainly in the Malay Peninsula, the Indonesian Islands, and the southern Philippines. During the fifteenth to seventeenth centuries, several Islamic countries have emerged in the Indonesian archipelago. South-east Asian islands and inland areas continue to be included in the Islamic cultur
47、al circle. Islam had become the main religion of the Malay world and has profoundly influenced the literary, artistic, and life aspects of the aborigines, such as not touching pork and Fasting. In the end, Western culture was introduced to South-east Asia, and the cultural development in South-east
48、Asia gradually became globalized. The East and West cultures continued to merge and conflict here, and a unique regional culture has been formed to this day. As a multinational company, McDonalds must consider the religious beliefs of local people in Southeast Asia when making advertisements.For example, Malaysia is an Islamic country, and women dressed in McDonalds are dressed in typical Islamic c