TheTranslationTechniquesandPrinciplesofBusinessEnglishAdvertisement

毕业（设计）2.Business English advertisement and its translation2.1 Advertisement-culture relationshipAccording to Nida (2001:78),"Language is the totality of beliefs and practices ofa society,nothing is of great strategic importance than the language through which itsbeliefs are expressed and transmitted and by which most interaction of its memberstakes place".From this statement,it indicates that language and culture are closelyrelated to each other and cannot be separated from media of culture.Advertising is the outcome of language.Therefore,there bound to be culturalelements embodied in it.Advertisers combine their advertised targets with people'sway of life and joys of life,and create a special set of symbolic systems to pass oninformation,so that the promoted products are endowed with cultural images as well.Leiss(1986:7)holds that advertising is an essential factor of modern culture.Most advertisements are stamped with cultural background or sub-culturalbackground,reflecting people's behavior,traits,customs,religious belief and moralprinciples within that culture system.For this reason,in the course of translating anadvertisement into another language,the translator,in order to have a profoundunderstanding of the original text,is expected to not only study its main idea,but todeliberate on the culture orientation and culture niche of the addressee in the originalculture as well.Further than that,every country has its own unique culture which determines theconsumption habits of this country.Not knowing that,a translator may makedevastating mistakes.Nova-brand cars made by Chevrolet in the U.S.A.once tried to2