提升跨文化广告传播的效果必须努力扩大和积累背景文化(体)的文化势能。
It is necessary to expand and accumulate the cultural potential energy of background culture in order to improve the effects of trans-culture advertisement dissemination.
因此，如何恰如其分地理解和翻译跨文化广告，已是摆在商务翻译人员面前的一个现实问题。
Therefore, how to properly understand and translate cross-cultural advertising, is a realistic problem in front of business translators.
研究结果表明在快速消费品行业的跨文化广告沟通中，不存在完全全球化，也不存在完全地方化。
However, the mixed results of this study suggest that neither a perfect global nor a local approach yet exists in FMCG advertising.
广告语言涉及了语言禁忌问题和跨文化语言人的心态问题。
Advertisement language involves the problems of linguistic taboo and cross-cultural language speaker's psychology.
传播中最前沿的一个领域是国际传媒关系，它所专注的是如何使新闻和广告媒体在跨文化中有效运行。
One cutting-edge sphere of communications is international media relations, which considers how news and advertising media can operate effectively in foreign cultures.
本文就几点跨文化角度下的中西广告特征进行列举分析，并且针对这些特征提出一些翻译策略。
This paper lists and analyzes some features of western and Chinese advertisement activities from the trans-cultural angle and brings up some translating strategies for them.
本文根据逻辑语义学理论和文化语用学理论说明在广告语篇中存在着文化内预设和跨文化预设。
According to the theory of logic semantics and culture pragmatics, there exist inter-cultural presupposition and Tran cultural presupposition.
广告中隐含意义的翻译可以从跨文化交际的角度出发，从文化因素、情景因素、词汇文化意蕴因素等几方面来进行分析。
This paper gives a brief intercultural analysis of the implied meaning of adverting through giving cultural factors, contextual factors and multi-meaning factors.
高语境广告作为一种广告类型，有着非语言传播的特点，在国际营销中发挥着重要的跨文化传播作用。
Characterized by their non-verbal communication, high context advertisements play an important role in cross-cultural communication.
在商品跨国销售的同时，随之出现的是广告语言的跨文化定位问题。
With the development of cross-regional and transnational commodity marketing, there appears the problem of cross-cultural orientation of Ad language.
介绍了英语广告翻译过程中由于跨文化、跨语言因素而引起的种种差异；
Differences reflected in English ad translation due to cross-culture and cross-linguistic factors are discussed.
作为广告的主体和传播介质，跨文化传播中的障碍主要体现在各国文化差异上。
As the main part and transmission medium of AD, the impediment of cross-cultural transmission is mainly embodied in the difference between nations.
第二章阐述了文化、语言和文化的关系及在广告翻译中的跨文化传递。
Chapter One intends to give a brief account of the reasons why the author plans to analyze the influence of the culture differences on advertisement translation.
第二章阐述了文化、语言和文化的关系及在广告翻译中的跨文化传递。
Chapter One intends to give a brief account of the reasons why the author plans to analyze the influence of the culture differences on advertisement translation.
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