Abstract

With the globalization and the improving world market, we can see the advertising slogans of the world famous brands everywhere. In this way, the advertising slogans’ translation is inevitable. The most important function of advertising slogan is to attract the customers and make successful marketing. At the same time, people begin to search for affection needs with the improving of living conditions. The advertising slogans must be translated on the base of the customer psychology.
However, how to translate the advertising slogan in a most natural way and meet the mental expectation of customers under different cultures at the same time is still a big problem.
Given such conditions, for successful translation, we need to judge the customers’ psychology accurately and try to meet customers’ mental expectation in a large extend using aesthetic empathy. This article mainly takes examples from the advertising slogans of luxury goods, durable goods and FMCG and make analyzing and comparing to conclude the principles and strategies of advertising slogan translation.

Key words: advertising slogan; translation; principle; strategy

摘要

广告最重要的作用是打动消费者，推广品牌，推销产品。广告语翻译要与时俱进，就必然要响应消费者情感需求，满足消费者在精神层面的追求。由此可见，广告语翻译要充分进行换位思考。
然而如何将广告语翻译得原汁原味又适应不同国家消费者心理需求，一直是广告翻译工作者一大难题。一则广告在跨国家、跨地域、跨文化过程中的每一次转化都是字斟句酌的过程。稍有不慎，翻译效果就可能大打折扣，从而使品牌受损。
因此，准确判断消费者心理，响应消费者情绪需求，“移情”到位，应列为广告语翻译的重要关注点。本文主要选取中西方奢侈品、耐用品和快消品广告加以对比分析，选取其中采用“移情法”进行的翻译，总结广告语翻译原则和技巧。

关键词：广告语；翻译；策略；方法；

Chapter One Introduction
The advertising has been part of our life for years while few of us will ask why. If we track back to the beginning of modern advertising, we can be astonished. The advertising permeates our life in dazzled speed. It takes only decades developing itself into the firm state.
 Of course, for normal people, they have no idea how to define the advertising. They don’t understand the abstract importance as well. However, the advertising is truly influencing our life, and help us to live a more convenient life. We often see advertising as the tool telling information when we have no other roles except customer. However, for businessmen who need to use advertising attract customer and sell their product out, it is totally different. Advertising can be the first step toward success. The fact is that more and more people used to take the advantage of the modern technology to develop their business, among which one of the most important strategies is advertising. Advertising, at the very beginning of  business, is used to spread information, the exist of the product and the advantage of the product. The advertising serves as a pusher pushing the product into the eyesight of human being.