Study on the Translation Strategies of Commercial Advertisements from a Cross-Cultural Perspective

With the development of China’s economy and the increasingly frequent international exchanges, the publicity of enterprises’ brands, products and services has attracted more and more attention. The quality of advertising translation will directly affect the external publicity and marketing of enterprises. Because the cultural background of each country is unique and cultural differences have an important impact on the role of advertising, it is necessary for us to deepen our understanding and mastery of business advertising translation strategies in the cross-cultural context. First of all, this paper analyzes the strategies and skills to be applied in the translation process by using the analysis of the advertising cases of Chinese and foreign sports brands from a cross-cultural perspective. Secondly, according to this research result, we try to put forward the shortcomings in the process of advertising translation, put forward the relevant improvement methods for these problems, and make a prospect for the future in-depth research. The research shows that in the cross-cultural context, mastering the correct and appropriate translation strategies to translate commercial advertisements is the most powerful weapon of brand marketing. It not only promotes products, but also spreads the spirit and culture of sports activities. It has both commercial significance and certain language research significance and appreciation value.