Abstract and Key Words

Abstract: This study aims to analyse metaphor and find out the translation of metaphor as applied in the rendering of commercial advertisement from English to Chinese. Advertisements have become a key issue in language study with advertisements’ prompt development, and the frequent international communication. The thesis puts emphasis on the rendering of the English advertisements, because English advertisements prevail in our daily life as English is a major international commercial language. The author introduces the functions of metaphor in advertising and concludes that metaphor is the soul of advertisement, and advertisement translation is metaphor translation, to some extent. Then the author proposes the strategies of metaphor rendering in advertising. The thesis aims at enriching the study of metaphor translation, through the angle of advertising which embodies a vivid feature of metaphor and plays an important role in our economy and life. 

Key words: advertising; metaphor; translation

摘要：本文旨在以文字的商业广告为研究对象，研究广告中隐喻的英汉翻译策略及实例。随着国际间的交往日益频繁，广告得以迅猛发展。现代广告语言研究已成为语言研究的一个主要方向。本文着重介绍了英语广告的翻译，因为英语是最主要的国际商业语言，英语广告主导着国际市场。本文作者通过介绍广告中隐喻的作用，从而指出隐喻是广告的灵魂，广告翻译的关键在于隐喻，继而提出了一些翻译策略。本文选择在我们经济和生活中日显重要的，并最具隐喻语言特色的广告为要点来探讨隐喻翻译的问题尝试对隐喻翻译研究作出自己的思考。

关键词：广告；隐喻；翻译

1. Introduction
Based on the understanding of metaphor as an important means of conceptual thinking, this thesis attempts to find out the strategies and principles of metaphor translation in advertising from the cognitive point of view.
In today’s world, advertising is becoming a more and more prosperous industry. Every day, we are all exposed to hundreds and even thousands of advertisements. It plays an important role in building image, establishing brand awareness, promoting international business and so on. Since English has become one of the main international languages, English advertisements prevail in our daily life. So it is important for us to have a good and precise comprehension of the English advertisements. With economic globalization, China needs to interflow with other countries about commodities more frequently and extensively. However, the success of international business or competition of the economic market is mostly relying on the information from advertisements. So the translation of advertisements, as much a hard work as anything else and requires tremendous work.