摘 要：本篇论文探讨了跨文化传播在英语广告翻译中的重要性及其对广告翻译所带来的挑战。首先，通过介绍跨文化传播的定义和原理，阐述了它在广告翻译中的应用价值。其次，分析了文化差异对广告翻译的影响，包括语言和符号在不同文化中的解读差异，以及文化价值观和认知习惯的影响。最后，提出了跨文化传播中的广告翻译策略，包括语言本地化和文化转换策略、文化引用和文化符号运用策略，以及多样性和包容性的传播策略。通过平衡文化适应与创新，实现广告翻译的有效传播。本文研究对于提高广告翻译质量，促进跨文化传播具有重要意义。
关键词：跨文化传播；英语广告翻译；文化差异
Abstract：This paper explores the importance of cross-cultural communication in English advertising translation and its challenges to AD translation. Firstly, by introducing the definition and principle of cross-cultural communication, it expounds its application value in advertising translation. Secondly, the effects of cultural differences on the translation of advertisements, including the differences in interpretation of language and symbols in different cultures, as well as the influence of cultural values and cognitive habits. Finally, AD translation strategies in cross-cultural communication, including language localization and cultural transformation strategies, cultural citation and cultural symbol application strategies, and diverse and inclusive communication strategies. By balancing cultural adaptation and innovation, the effective dissemination of advertising translation can be realized. This study is of great significance for improving the quality of advertising translation and promoting cross-cultural communication.
Key words: Cross-cultural communication; English advertising translation; Cultural differences
目 录
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
二、跨文化传播概述 2
（一）跨文化传播的定义 2
（二）跨文化传播的原理 2
三、文化差异对广告翻译的影响 2
（一）语言和符号在不同文化中的解读差异 2
（二）文化价值观和认知习惯的影响 3
（三）文化适应与创新之间的平衡 4
四、跨文化传播中的广告翻译策略 5
（一）语言本地化和文化转换策略 5
（二）文化引用和文化符号运用策略 6
（三）多样性和包容性的传播策略 6
结论 7
参考文献 7
致谢 8
