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毕业论文-全球化影响与自我身份认同—全球化与本土化背景下的广告翻译，共28页，10348字
中文摘要
我们身处全球化与本土化并存的时代，两者同时影响着我们的生活。本文
首先沿着跨文化广告的发展历程，分析了当前广告语翻译的困境，并透过现象
和案例深入研究全球化和本土化这两种对立的趋势。通过比较全球化的影响和
顾客对自我身份的需求，本文提出了应作为翻译跨国广告准则的决定性趋势。
随后，文章在案例分析与评论的基础上，探讨了翻译跨文化广告的几大因素，
包括文化心理、价值观、审美取向和语言学。鉴于本文关注现实中的广告语翻
译实践，又正逢中国企业不断参与到海外市场的竞争中来，文章最后提出了广
告翻译的策略，以期给中国企业提供参考。
关键词：广告翻译 全球化

ABSTRACT
We are in the age of globalization which is also opposed by localization and both
of which have affected our lives. The paper first goes through the development of
cross-cultural advertisements, analyzes the existing predicament in the translation of
advertisements and then explores into these two opposing trends of globalization and
localization by analyzing some phenomena and cases. Comparing the influence of
globalization and the need for self-identity on the part of customers, the paper comes
up with the outweighing trend as our guideline of translating international
advertisements. Then coupled with detailed examples and their analysis and
comments, the paper deals with a variety of factors in translating cross-cultural
advertisements, including cultural psychology, values and ideology, aesthetic
appreciation and linguistic viewpoint. As the paper concerns much about translating
practices in reality and Chinese enterprises’ participation in overseas markets, the
paper ends up with strategies for their reference, as far as the translation of
cross-cultural advertisements is concerned.
Keywords: translation of advertisement globalization localization
cross-cultural advertisement

Contents
Chapter One Introduction 1
1.1 An Overview of Development of Cross-cultural Advertisements ..1
1.2 Existing Predicament in Translation of Advertisements....2
1.3 Objective and Significance of the Research .........2
Chapter Two
The Two Major Trends .........4
2.1 The Trend of Globalization.........4
2.1.1 Acculturation in Globalization..4
2.1.2 Literal Translation in Advertisement .....5
2.2 The Trend of Localization...........7
2.2.1 Diversification in Localization .7
2.2.2 Cultural Translation in Advertisement ...8
2.3 Localization, the Outweighing Trend ....10
2.3.1 The Nature of Advertisements 10
2.3.2 Consciousness in Seeking Self Identity ............11
2.3.3 Localization in the Age of Globalization ..........11
Chapter Three
Discrepancies in Cross-cultural Advertisements.....13
3.1 Cultural Psychology.....14
3.2 Values and Ideology .....16
3.3 Aesthetic Appreciation .18
3.4 Linguistic Viewpoint....19
Chapter Four
Chapter Five
Strategies..20
Conclusion24
Table Cited ...........26
Works Cited..........27