摘　要

当今频繁的国际贸易和激烈的竞争使得广告的作用越来越明显，广告翻译的地位也越来越重要，尤其是在国际市场中广告翻译更加必不可少。广告语短小精悍, 信息量大。成功的广告翻译会带来巨大的经济效益，反之会引起经济损失。广告与语言和文化息息相关，而且，语言跟文化也密切相关；因此，广告翻译是一件跨文化的事情。它不仅涉及到语言之间的转换，也涉及到了文化之间的转换。广告语言作为一种应用语言同样是各民族文化的载体。广告翻译不同于其他翻译，广告的特点和作用决定了广告翻译不能单单达到语言转换的目的。要把文化差异降到最低程度，实现文化之间的转换，译者需要注意广告翻译中中西方民族在消费心理、民族文化、语音以及审美情趣上的差异。本文简要回顾了语言与文化的关系，以及广告翻译理论，本文旨在研究广告中的风俗习惯、价值观、历史背景、民族信仰、审美观与思维方式的差异。本文介绍了广告翻译中常用的直译法、意译法和音译法，使广告翻译获得更好的效果。

关键词：广告翻译；翻译方法；跨文化因素

Abstract

With the frequent international trade and the fierce competition, the advertising functions are becoming more and more obvious; the status of advertising translation is becoming more and more important, especially in the international market. Although advertisements are concise, they contain large amount of information. Successful advertising translation will bring huge economic benefits, and will cause economic losses. Advertisement is closely related with language and culture, while language and culture are intimately connected with each other. Therefore, advertising translation is a cross-cultural communication event; it concerns not only the transference between languages, but also the transference between cultures. The translators need to pay attention to advertising translation in Chinese and western nations in consumers’ psychology, national culture, speech and aesthetic differences, in order to reduce the cultural difference to the minimum, and realize the transference of culture. Through reviewing the literature of the relationship between language and culture, advertising translation theory, this paper aims at examining the cultural elements and the impacts of customs, values, historical background, beliefs, aesthetic standard, thinking mode on advertising. In order to attain the best result in advertising translation, the paper also offers some translation methods, such as literal translation, liberal translation and transliteration.

Key words: advertisement translating; national culture; language transformation

1. Introduction
With the frequent international trade and the fierce competition, the advertising functions are becoming more and more obvious; the status of advertising translation is becoming more and more important, especially in the international market. Although advertisements are concise, they contain large amount of information. Successful advertising translation will bring huge economic benefits, and will cause economic losses. Advertisement is closely related with language and culture, while language and culture are intimately connected with each other.