摘要：

随着经济全球化的发展，各国之间的经济交流也越来越密切。广告成为了商品流通的重要宣传方式。广告作为一种大众传播手段,意在向国内外消费者介绍商品的质量和性能、来宣传推销产品,尽量争取更多的大众消费者,在当今的市场经济时代正发挥着举足轻重的作用。生活在众多广告包围的现代社会,要引起大众的注意,广告语言必须具有很高的注意价值和记忆价值。在广告英语中,善于创意的广告商充分利用语言的修辞艺术和功能,尽力使广告语言文字精炼,回味无穷。本文旨在从跨文化交际的视角对英文广告中的隐喻翻译做出分析。并指出其在广告语言中的重要作用。跨文化活动也将是本文介绍的重点之一。这是翻译中必须要了解的一项内容。因为它关系着翻译的正确性及真实性。

关键词：广告语言，隐喻，翻译策略

Abstract:

With the development of economic globalization, economic interaction between countries is more and more closely. Advertising has become an important propagandize way of commodity circulation. As a means of mass communication, advertising is intended to introduce domestic and foreign customers to the quality of the goods and performance. Ad promotes products and strives for more general consumers. Living in modern society surrounded by advertising, Advertising language must have a high attention value and memory value. In advertising English, Advertisers make full use of the language rhetoric art and functions, trying their best to make the advertising language refined and graceful. The purpose of this paper is to make analysis to the translation of metaphor in English advertisements, and introduce a system of metaphor translation. At the same time, the author will points out the important role of the translation of metaphor in advertising language. Cross-cultural activities is one of the key in this paper will also be introduced. This is a content must understand in the translation. Because it is about the accuracy and authenticity of translation.

Key words: advertising language ;metaphor ; translation strategy

1. Introduction
As a means of mass communication, advertising is intended to introduce to domestic consumers the quality and performance of foreign goods, foreign consumers to promoted Chinese products, striving for more general consumers. In today’s era of market economy it is playing an important role.