摘  要

在商品经济高度发达的今天，广告作为信息载体，已经逐渐渗透到生活的各个领域，成为现代生活不可缺少的一部分。尤其是广告口号，广告口号已经发展成为一种重要的实用文体，有自己独特的语言风格，在翻译时应坚持正确的翻译标准，充分考虑广告口号的语言特色，采取恰当的翻译策略，以展示广告口号所特有的语言魅力。广告文化属于商业文化的衍生文化，其自身又包含了商品文化和营销文化，广告又属于跨国界跨文化商品营销的宣传形式。本文通过搜集大量中英文广告翻译的例子结合文化发展分析归纳其语言特征和翻译技巧，做一番初步的探讨。

关键词：语言特色；翻译策略；文化发展

Abstract

Today, with the highly developed commodity economy, advertisement, as an information carrier, has gradually permeated into every territory in social life, and has also become an indispensable part in modern life. Especially advertisement slogan, it has developed into a very important practical style with its own special language style. During translating, translators should insist the right translation criteria, cautiously consider about the language features of advertisement slogan, and use proper translating strategies to show the special language charm of advertising slogans. Advertisement culture is the derivative part of business culture, but it also contains business culture and marketing culture. Advertisement is also a propagandist form which is cross-country and cross-culture. By collecting and studying many examples combined with the culture development, this thesis makes a research for the translation skills and language features .

Key words: language features; translation strategy; culture development