摘　要

随着经济全球化，各国企业不再只局限于国内市场，而是投入更多精力开拓海外市场，对于企业占领国际市场，广告毫无疑问扮演了重要角色，它不仅提升企业知名度，还可劝导消费者购买产品，那么充分理解广告便成了举足轻重的任务。英汉广告翻译不仅只是词汇，语法等语言形式的转换，更多涉及的是广告语言的文化转换，广告作为文化的产物，其语言是一种具有浓厚文化色彩与时代特点的艺术形式。本文运用了比较法，引用法以及列举法来探讨中英文化间历史文化背景，价值观和思维模式，审美观，民族信仰和生活方式。最后归纳总结一些翻译原则，用修辞，改译等方法翻译出符合当地文化习惯的地道广告译文，实现外来广告的当地化，打开市场的同时促进销售。

关键词：广告；广告语言；文化转换；文化差异；翻译原则

Abstract

With the development of the economic globalization, the enterprises all over the world are no longer just limited to domestic market, however, they put more attentions and efforts to open the international market. There is no doubt that the advertisements play an important role when the companies are trying to occupy the international market. They can not only promote the popularity of the enterprises, but also can persuade the consumers to buy their products. It is a big task to fully understand the meanings of the advertisements. Advertising translation is not only just the vocabulary, grammar and language forms of conversion, but also more is related to cultural transformation. As the product of culture, the advertising language is an art form of rich cultural color and age characteristics. This paper adopts comparative method, citing method, enumeration method to discuss the historical and cultural background, values and thinking modes, aesthetic standard, national beliefs and lifestyles between the western countries and China. At the end of the paper, it will summarize some translation principles, like  rhetoric, transformation in order to translate the advertisements in accordance with local cultural habits, and to realize the localization of foreign advertising, then to open markets as well as to promote sales.

Key words: advertisements; advertising language; cultural transformation; cultural differences; translation principles