摘  要

随着全球经济一体化趋势的日益显著,国际间的商品交流日渐频繁，为了开拓国际市场,各个国家竞相推销自己的产品,其中一个重要的促销手段就是利用广告将本国的商品和厂商的声誉向国际推广。由于国内不少企业没有充分认识到英文广告应当如何创作，将广告随便找个懂外语的人来翻译。因此有的译员在处理广告翻译时机械对译，死扣字眼，削足适履，造成各种各样的错误。本文以近年来中外对此方面的研究作为研究依据，从语言学及广告语言的特殊性方面入手，集中阐述中英文广告语言使用的特征和避免这种差异的方法。论文全面剖析中英商业广告的翻译及词句，并商业广告词句的用法及修辞手法入手，提出两个翻译原则，以及六种商业广告的翻译方法。

关键词：商业广告；广告语；特征；翻译方法

Abstract

With the influence of global economy combination. There has been more and more business communications among different nations. Everyone aims at developing the market abroad by promoting the sale of their productions. We cannot deny that many of the civil enterprises have not realized how to create an English advertisement and search for help from an inexpert translator instead of professional agency that leads to a poor quality of the advertisement translation. The quality of the translated advertisement will not be assured. This research starts with the differences and the features of the advertising language concerning about the diversities between Chinese and English advertisements and then analyzes the reasons of the diversities and the way of solving the problem. Based on the information from the current research at home and abroad, two principles and six kinds of methods commercial advertising translation are to be put forward according to the use of the commercial advertising words and the use of rhetorical devices.

Key words: commercial advertising; advertising language; features; translation method