Abstract

With the international globalization, advertisements play an indispensable role in the world economy. To a large extent, advertisements contribute much to products and services’ sale in the world market. In the daily life, various advertisements flood into people’s eye. Meanwhile, with the import and export of products being an essential part of international business, advertisements act as a more rapid and effective method for traders when promoting their products, services and ideas. Therefore, whether a gripping advertisement translation can be made is a great challenge for a translator. Nowadays, there are quite a few advertisement translation strategies, and among them, “pragmatic empathy” has gradually caught translators’ attention.
The paper apply Nida’s dynamic equivalence theory, and use specific advertisement examples with the aim of illustrating that pragmatic empathy is a very important strategy in the translation of advertisements, because it can improve the level of advertisement translation, leaving a deep impression on readers as well as promoting economic development.

Keywords: advertisement translation; pragmatic empathy; dynamic equivalence

摘要

经济全球化的发展使得广告成为世界经济不可或缺的一部分，极大程度上，它促进了商品销售，加强了服务。日常生活中，我们随处可以发现各式各样的广告。同时，随着进出口贸易成为国际贸易的重点，广告对于贸易者而言是个非常有效的推广商品、服务和理念的方式。因此能否翻译出一则扣人心弦的广告对于译者而言是项巨大的挑战。现今国内外有不少的广告语翻译策略，有一种语用策略“移情”逐渐吸引译者的眼球。
本文运用了奈达的动态对等翻译理论，采用了具体广告翻译的实例，旨在说明语用移情是种非常重要的翻译策略，其实用价值可以提高广告翻译的水平，加深读者对广告的印象，同时可以有利于经济的发展。

关键词： 广告翻译； 语用移情； 动态对等