Rhetorical transplantation and cultural transcoding in advertising text translation—a study on creative translation strategies based on Chinese-English brand advertisements
广告文本翻译的修辞移植与文化转码——基于中英品牌广告的创译策略研究

摘要

在经济全球化背景下，越来越多的企业走出国门开拓海外市场，而品牌广告作为宣传产品的有效手段，好的广告翻译可以极大地激发消费者购买欲望，提高产品的海外销售额。本文以中英品牌广告为研究对象，聚焦中英语言风格的转换与文化转码的核心命题，通过对比中英广告语言风格的差异，分析文化符号不可译性的具体表现，并探讨创译策略，如戏仿改编、功能重构，以实现文化转换，达成商业诉求。研究发现，中英广告的修辞偏好与价值取向存在差异，以及中英文化符号的独特性导致直译难以传达广告内涵，影响广告宣传效果，而创译策略通过对语言形式与文化内涵的双重调适，能够有效达成商业诉求，为跨文化广告传播提供实践路径。

Abstract

Against the backdrop of economic globalization, a growing number of enterprises are expanding into overseas markets. As an effective tool for product promotion, more refined advertising translation can significantly stimulate consumers’ purchasing intention and enhance the overseas sales performance of products. Taking Chinese-English brand advertisements as the research subject, this paper centers on the core issues of Chinese-English linguistic style transformation and cultural transcoding. By comparing the discrepancies in linguistic styles between Chinese and English advertisements, it analyzes the specific manifestations of the untranslatability of cultural symbols, and explores creative translation strategies—such as parodic adaptation and functional reconstruction—to realize cultural transformation and fulfill commercial objectives. The research reveals that Chinese and English advertisements differ in their rhetorical preferences and value orientations. Additionally, the uniqueness of cultural symbols in both languages renders literal translation ineffective in conveying the inherent connotations of advertisements, thereby undermining their promotional effectiveness. In contrast, through the dual adaptation of linguistic forms and cultural connotations, creative translation strategies can effectively achieve commercial goals and provide practical frameworks for cross-cultural advertising communication.