摘要 

随着经济全球化进程的加快，越来越多的国外品牌走进中国大门，同时英文广告也逐渐融入到我们的生活中。商业广告制作的目的是在竞争激烈的同质化市场上引起消费者的注意，诱发消费者的购买欲望，促进商品和劳务的销售。而成功广告的一个重要特征，就是始终如一地将广告的功能与消费者心理联结起来，通过对消费者心理的研究，更好地将广告信息传递给消费者。恰当的广告语能促使消费者产生浓烈的购买欲望，从而影响产品销量。所以对于外来广告的翻译不仅是简单的语言转换，更需要注重广告功能的实现，要迎合我国消费者的心理特点和消费习惯。在查阅一些资料后，发现国内对广告语文本特点研究较多，而从消费者心理角度研究广告语文本策略的较少。本文以运动品牌为例，从消费者心理学角度分析广告翻译，希望通过此研究能使大家将消费者心理学运用到广告的翻译中去。

关键词：消费者心理学；广告；翻译；运动品牌

Contents

Chapter 1 Introduction 1

1.1 Research Background 1

1.2 Research Questions and Methods 2

1.3 Research Structure 2

Chapter 2 Literature Review 3

2.1 Consumer Psychology 3

2.1.1 Characteristics of Consumer Psychology 3

2.1.2 The Role of Consumer Psychology 4

2.2 Advertisement Translation 5

2.2.1 Cultural Characteristics of Advertising 5

2.2.2 Strategies of Advertising Translation 6

Chapter 3 Application of Consumer Psychology in Sports Brand　Advertising Translation 9

3.1 Analysis from the Perspective of Male Consumers 9

3.1.1 Characteristics of Male Consumers 9

3.1.2 A Case Study of Adidas 9

3.2 Analysis from the Perspective of Female Consumers 10

3.2.1 Characteristics of Female Consumers 10

3.2.2 A Case Study of Nike 10

3.3 An Analysis from the Perspective of Young Consumers 11

3.3.1 Characteristics of Young Consumers 11

3.3.2 A Case Study of Converse 11

Chapter 4 Conclusion 13

4.1 Summary 13

4.2 Limitation 13

4.3 Suggestions for Further Study 13

References 15

Acknowledgements 17