摘  要

广告在现代社会的地位无可取代，在商业领域和文化领域扮演着重要的角色。很多外国的广告也对中国人的生活产生了巨大的影响。作为一种特殊的实用文体，广告在商业活动中占有很高的地位，而由于两岸三地的历史，文化和经济等因素，译者在将外国广告翻译成汉语时出现很多分歧，同一英文广告在两岸三地有着不同版本的表达。香港和台湾地区受西方文化的影响较深，经济水平也普遍高于内地，而内地受中国传统文化的影响，因此，两岸三地的版本各有不同。香港和台湾地区的译者翻译时在某种程度上更自由。本文通过介绍翻译的理论和两岸三地文化间的差异，对比两岸三地的历史，文化和经济等因素，结合广告语翻译的具体实例，对两岸三地广告语翻译差异进行对比分析，得出差异产生的原因，以期更好地促进两岸三地文化理解和沟通。

关键词：广告语；英汉翻译：差异

Abstract

Advertisement has become an indispensable part in modern society. They play important roles in business and culture fields. Many foreign advertisements bring substantially impacts on Chinese people’s life. As a kind of special pragmatic form, advertisement slogan valued very high in commercial activities. However, because the mainland, Hongkong and Taiwan areas went through different histories and enjoyed different cultures, the translators in different regions often have different ideas about the same translation subjects. Taiwan and Hongkong are influenced a lot by the westerns And the economic development level of Taiwan and Hongkong is higher than that of the mainland, while the mainland was substantially influenced by the traditional culture. Accordingly the economic impact on slogan translation valued more than that in the mainland. Under this way, the translators in these two areas have comparatively more freedom to translate to some extent; therefore, more versions that derive the original meanings occur. This paper will introduce various translation theories and divergence between regional cultures, analysis of the translation phenomenon, and finally draw out the reasons of this phenomenon. Hopefully, it will be helpful to the cultural understanding and communication.

Key words: Slogan；English- Chinese translation；Differences