摘 要

随着商品经济的发展, 各国对外经济贸易活动日益增多，国际间商品流通和交换日益频繁。越来越多的人开始重视广告翻译。广告的翻译在将产品推向世界市场的过程中起着举足轻重的作用。一个好的广告翻译能促成产品的全球畅销。然而，要翻译好一则广告却不是一件容易的事。近几年来，虽然我国的广告翻译事业取得了很大的进步和成功，但是由于文化差异、民族习惯、思维方式等的差异，使得广告翻译遇到了一些难题。本文在简单介绍广告的定义、类型、功能及目的后，以奈达的功能对等理论为指导，通过举例分析，探析英汉广告翻译的策略和方法。

关键词：广告；广告翻译；功能对等理论

Abstract

With the development of commercial economy, most countries’ foreign economic and trade activities become increasingly active, and the international flow and exchange are increasingly frequent. More and more people begin to pay attention to advertising translation. Advertising translation plays an important role in the process of pushing the products to the world market. A good advertisement translation can promote the products to be sold on the world market. However, it is not easy for people to translate advertisements well. In recent years, although China has made a great progress and success in advertising translation, there are still some problems caused by cultural differences, national customs, ideology and other factors. After a brief introduction to the definition, types, functions and purposes of advertising, this thesis explores the strategies and methods of advertising translation between Chinese and English through practical cases on the basis of Nida’s functional equivalence theory.

Key words: advertisement; advertising translation; functional equivalence theory

1Introduction

With the rapid development of reform and opening up to outside world as well as China’s entering into WTO, international exchanges are increasing every day. There is a growing need for efficient international advertising communication. Thus advertising plays an increasingly important role in the world economy. As a fundamental ingredient of a commercial market and the free enterprise system, advertising is finding its way to various parts of our lives．However, the study of advertising translation is still in its infancy. As a specialized and important area of translation, advertising translation has its own features and rules which deserve an intensive and systematic study.