摘  要

随着经济的持续发展，进出口量的增加，很多国外的产品已经进入国内，但是这些产品却鲜有人问津，除了价格比较昂贵这个理由之外，外国商品广告的汉译有问题也是很多顾客选择放弃该类商品的原因之一。本文论述的是英文广告汉译的直译与意译，其研究目的在于在一定程度上帮助进出口贸易商品的翻译工作。虽有大量前人研究过类似的课题，但是英文广告的汉译的确还是一个值得研究与进步的重要领域，这也是本文的研究对象。本文将采用文献研究和个案分析的方法对该课题进行研究。本文得出的结论是在进行英文广告的汉译时，应结合直译与意译两种方法，争取将原广告的意思清楚表达给顾客之外，还要做到符合一定的文化背景、使译文和原文同样甚至更加吸引人。而后续的研究方向则应该更注重于大量的个案分析以及实践。

关键词：英文广告；直译；意译

Abstract

With the development of economy and the increase volume of import and export goods, many products from foreign countries came into domestic market. But few people would buy them. Why? Except for the reason that they are too expensive, one of the other reasons for the customers to give up buying them is that their Chinese translation of the advertisements and slogans isn’t appropriate enough. That’s why in this essay, the topic An Analysis of the Literal Translation and Liberal Translation of English Advertisements will be discussed. The purpose of this research is to help the translation work of import and export goods to a certain extent. Though lots of scholars have already studied on this topic, the author still chose the Chinese translation of English advertisements as a topic which needs further study and development. And this would also be the object of study in this thesis. The author employs literature research method and case study method through the study. The conclusion is, when translating English advertisements; translators should make use of both literal translation and liberal translation. Translators should try their best to express the original meaning to the customers and make the new translated version of advertisement fit into a certain cultural background. Also, the translated advertisement should be appealing or even more attractive than the original version. Case studies and practice could be further follow-up studies after this essay.

Key words: English advertisements; literal translation; liberal translation