earticle

영어

The circumstance of advertising translation is special. Consumer, function, purpose and cross-cultural transfer are important factors in the translation of advertising. The purpose of this article is to study the influence of cultural context in the translation of advertising across heterogeneous cultures. The article examines ‘K-beauty’ advertisement texts translated in Chinese and English in the internet website and analyzes low- and high-context communication, masculinity and femininity culture dimension and the language system that represents monogloss and heterogloss. The case studies show that translation across heterogeneous cultures involves text transfer and cultural adaptation. It is suggested that the cultural factors in the target market are very important in the process of the translation of advertising.