摘要
通过对比中美广告在集体主义/个人主义、权力差距、防止不确定性、男性化/女性化、长期导向/短期导向等五个维度中反映出的文化差异,提出广告语言集中反映文化并与之在深层次上保持一致,在广告翻译实践中应注重文化在目的语中的合理再现,在教学中注意培养学生的跨文化语言意识。
<Abstrcat>This comparative study probes into how advertisements reflect Chinese and American cultural values in terms of Geert Hofstede's five dimensions. Advertisements, from the perspective of linguistics, reflect cultural values at deep level. We believe that advertisement translation has a freer flexibility in stylistics and students' cross-cultural consciousness should be cultivated in foreign language teaching and learning.
出处
《惠州学院学报》
2005年第4期94-98,共5页
Journal of Huizhou University
关键词
广告
文化
集体主义/个人主义
权力差距
防止不确定性
男性化/女性化
长期导向/短期导向
advertisement
culture
individualism/collectivism
power distance
uncertainty avoidance
masculinity/femininity
long-term oriented/short-ferm oriented
