摘要

随着中外经济交流与合作日益增多，中国商品在参与国际市场竞争时，良好的广告翻译是体现企业文化、树立品牌形象的核心。本文通过对中国商品英文广告实例的分析，从语言和社会两层面探讨了译文产生语用语言失误和社会语用失误的原因，以期为中国广告英译提供一些建议，从而有效地避免语用失误，实现广告的交际功能。

关键词：翻译；广告翻译；语用失误

Contents

Abstract I

摘要 II

Introduction 1

1. A General introduction of advertisement 1

1.1 Definition of advertisement 2

1.2 Previous study of advertisements 2

2. A General introduction of pragmatic failures 3

2.1 Definition of Pragmatic failure 3

2.2 Previous study of pragmatic failures 4

3. Pragmatic failures in English advertisements for Chinese products 5

3.1 Classification of pragmatic failure 6

3.1.1 Pragmalinguistic failure 6

3.1.2 Sociopragmatic failure 6

3.2 Causes of pragmalinguistic failures in English advertisements for Chinese products 7

3.2.1 Transference of pragmatic rules 8

3.2.2 Transference of pragmatic meanings 9

3.3 Causes of sociopragmatic failures in English advertisements for Chinese products 11

3.3.1 Differences in associative meanings 12

3.3.2 Differences in social values 13

3.3.3 Misuse of taboos 14

3.3.4 Cultural vacancy 15

4. Suggestions for avoidance of pragmatic failures in English advertisements for Chinese products 16

4.1 Examination of consumer psychology 16

4.2 Conforming to value of the target culture 17

4.3 Cultural compensation 18

Conclusion 19

References 22