Modern Social Science Research

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.

Advertising text translation; Cultural differences; Creative translation strategies