Abstract:

Advertisements are widely seen in our daily life. With the development of globalization, the international trades are growing continuously. To make the translation of a foreign advertisement accepted by customers, translators need to figure out the methods used in it. As is known to all, there are two main methods in translating advertisements which are called Literal Translation and Free Translation. This paper gives some introduction to advertisements, Literal Translation and Free Translation. Then it analyzes the application of Literal Translation and Free Translation and combination of the two methods in translating advertisements. From the analysis of examples, we can find which way is suitable to translate a certain advertisement. Furthermore, it also analyzes reasons for choosing Literal Translation or Free Translation according to aims of advertisements and features of advertisements.

Keywords: Advertisements; Literal Translation; Free Translation

摘 要:

在日常生活中，尤其是在广告中，我们可以随处可见翻译的影子。随着全球化的发展，跨国商人们之间进行的国际贸易也越来越多。这就导致了广告翻译的出现。为了能够更好地理解国外的广告，我们需要弄明白广告中所运用的翻译方法。众所周知，在广告翻译中，直译和意译是主要运用的两种翻译方法。本论文首先对广告，广告的性质，目的以及功能进行介绍。然后对直译和意译两种翻译方法的定义概念进行了介绍。对广告翻译所要遵循的标准进行分析。接下来，分析了广告中直译和意译的运用以及直译与意译在同一广告中混合使用所产生的结果。通过对例子的分析，我们可以发现对于某一个特定的广告来说，哪个翻译方法是最合适的。最后，论文也从根据广告的目的以及广告的功能和根据广告的性质对选择直译或者意译的原因做出了分析。

关键词：广告；直译;意译

1    Introduction
The advertisement is being seen everywhere in our daily life. Advertisements we see in China are usually written in Chinese but we need to realize that some of them are translated from foreign languages. In order to exchange ideas among different nations, translation is an absolute necessity. Translation is an activity in which a kind of language form represents the content of another kind of language form. In translating advertisements, literal translation and free translation are often used. To analyze advertising translation, we should know what advertisement is and which method is used in advertisements. The aims and features of advertisements should also be taken into consideration. With the knowledge of advertisements, it will be easier for us to make a study on translating advertisements.