The Influence of the Difference between Chinese and Western Culture on Advertising Translation and Strategy

Since China became a member of the WTO in 2001, more and more Chinese products have an opportunity to enter the international market, and begin to compete with foreign brands. Advertising as a means of mass media, it happens able to introduce the foreign goods to domestic consumers, and to promote the Chinese products to foreign consumers. In such a social background, the importance of advertising translation has become increasingly prominent. The paper tries to analyze the characteristics of advertising language and the influence of the difference between Chinese and western culture on advertising translation by organizing the successful and unsuccessful English and Chinese advertising translation corpus collected over the several years. It pointed out that the advertising translation not only achieves the purpose of language conversion, but also takes into account the influence of language and cultural differences. Finally, through the analysis of advertising language, exploring some effective translation methods and strategies, such as: literal translation, free translation, amplification, corresponding translation and creative translation, which can put forward reference and guidance on advertising translation so that the author can achieve the properly translation of advertising. Hope to assist advertising translators.