Abstract:    

With the deepening of the international globalization, advertisement plays a significant role in the world economy. Based on Jenny Thomas’ theory about Pragmatic Failure which is to be exerted in several cases of advertisement translation，this paper analyzes pragmatic failures in advertisement translation. What’s more, this paper concludes some translation techniques.
This study aims to investigate the influence of pragmatic failures on Chinese-English advertisement translation. The paper concludes that the availability of Chinese and English advertisement translation can be somewhat improved by adapting to target social world and conforming to target linguistic convention.
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Key words:  Pragmatic Failure   advertisement translation   translation technique

摘要：  

我国入世以来，社会经济水平迅速提高，越来越多的中国商品走出国门涌入世界市场，同时，大量的外国产品也出现在国内市场。在这种国际贸易的潮流之下，国内外商品的广告翻译也日益受到重视。但是，由于英汉语用意义及规则、中外风俗文化及价值观念等方面的差异，语用失误现象时常在进出口汉英广告翻译中出现。此文章以托马斯提出的两种语用失误为依据，即语言语用失误和社会语用失误，对国际贸易中产品广告的翻译进行语用分析，得出造成这些语用失误的原因，提出避免这些失误的建议，以提高汉英广告翻译的水平。

关键词：广告翻译；语用失误；翻译策略

1.    Literature Review
In the new century, with the progression of globalization, advertisement increasingly plays an important role in the world economy. Whenever people turn on their computer, TV sets, or go shopping, they are exposed to advertisements. In order to be understood by the world in international transactions, there is an urgent need to translate Chinese advertisement scripts into authentic, crystal clear English counterparts.
Linguists and translators pay much more attention to the very significant research field —the translation of advertisement. Some books and papers concerning it have also been published at home and abroad.