Abstract:

Advertisement translation plays a key role in boosting the international economic development and successful translation helps to promote products, deliver sales information and build a good brand image that leaves customers a deep impression. However, as people from various countries have diverse languages and cultures and some translators may adopt inappropriate translation techniques, sometimes translated advertisements fail to achieve the desired effect. Thus, this paper analyzes the influence of cultural differences on advertising translation from the perspective of the differences in ethnic beliefs, social custom, thinking mode and history. It then discusses the principle and methods of the advertisement translation with examples. The methods discussed here include literal translation, free translation, image translation and structure borrowing. Finally, author draws the conclusion that translators should pay attention to cultural differences and make use of appropriate techniques to achieve dynamic equivalence in the advertising translation.

Keywords: advertisement; advertisement translation; cultural differences

摘要：

广告翻译在促进国际经济发展中起着关键的作用：宣传产品，传递销售信息，树立良好的品牌形象并给顾客留下深刻的印象。但是，由于各国家之间语言和文化的不同及有时译者采用了不合适的翻译方法，常常使译文与原文所要传达的意思相差很大,使得译入语广告效果不佳。因此本文从宗教信仰、风俗习惯、思维模式、历史背景分析了跨文化因素对广告翻译的影响，并结合实例探讨了广告翻译的等效原则和一些翻译方法：直译，意译，形象转换和套译法。最后作者在论文的总结部分强调了译者应该注意文化差异并采取合适的翻译方法，使译文动态对等。

关键词：广告; 广告翻译; 文化差异

1 Introduction
With the advancement of our social market economy since china’s opening up to the outside world, advertising industry has developed rapidly. The globalization of the world economy and China’s accession to WTO have made advertising translation indispensible and important.
Advertising refers to description or presentation of an idea, product or organization in order to induce individuals to support, buy or approve of it. An advertising copy is usually made up of five parts: headline, body copy, slogan, trademark, illustration.This paper focuses on introduction in advertisement translation. We will discuss translation techniques in advertising translation after exploring cultural differences and characteristics of advertisements.