摘 　要

密切的国际交易和激烈的竞争使厂商对广告宣传及其翻译的需求日益增加。广告翻译不只是不同语言的转换，还应该与文化、习俗、法律等差异相联系。翻译也是很复杂的，我们不能把源语言直接翻译成目的语，而应结合上下文及文化差异进行翻译。由于汉语和英语受语言文化、日常习惯和价值观差异的影响，在当今的英汉广告翻译中出现了越来越多的语用失误。本文研究了广告翻译中的语用失误现象，分析了出现语用失误的原因有在语言和社会方面的语用负迁移和语义思考方式不同等。文章也描述了翻译的原则比如内容信息的真实性、语言形式的吸引性以及文化的可接受性，提出了对文化的适应策略和适时调整的方法来避免广告翻译中的语用失误。

关键词：广告宣传；英汉翻译；语用失误；语用负迁移
 
Abstract

As we all know, the intensification of international exchanges and severe competition lead to a growing need for advertising and its translation. The advertisement translation isn’t just a transformation between different languages, but it concerns more about different cultures, traditions, laws, customs, economies, society, values, etc. The advertisement translation is complicated. We can not just translate the source language into the target language. It must be translated with considering the contexts and the cultural differences. However, because of many differences in culture, custom and value between English and Chinese, there are more and more pragmatic failures occurring in the translation of advertisement. So doing a good job in advertisement translation is significant for both translators and the advertisers. This paper studies on the pragmatic failure, analyzing the causes such as the negative pragmatic transfer on linguistic factors and social factors as well as the different ways of semantic thinking. It also depicts the rules of advertisement translation such as the authenticity of information content, attractability in the form of the language and acceptability in culture, proposing the strategy of adaptation to culture such as conforming to the culture, values or ways of thinking and the strategy of processing trans-culture timely to avoid pragmatic failure.

Key words: advertising; advertisement translation; pragmatic failure

1 Introduction
With the fast development of the global marketing and promotion, the translation of international advertisement is becoming more and more important. The advertisement translation doesn’t become just a transformation between different languages, but it concerns more with different cultures, tradition, laws, customs, economies, society, values, etc. The advertisement translation is complicated, that is to say, you can not just translate the source language into the target language. It must be translated with considering the contexts and the cultural differences.