摘  要

随着中国加入世贸组织，越来越多的中国企业走出国门。同时，跨国公司瞄准中国庞大的市场，纷纷落户中国。随之而来的是品牌的海外包装问题。本文将在总结和参考已有研究成果的基础上，概述目前广告语的翻译现状，通过语法中的词汇和句法特征，比较中英文广告语的异同，并且着重探讨相关的翻译原则以及方法，通过比较，进一步提出作者自己的观点和认识，最后举例说明原则及方法的应用案例，指出目前该领域翻译存在的问题和解决方案，做出进一步的结论。通过研究广告语的翻译，促进相关人员在实际工作中更好地为品牌提供海外营销和宣传。

关键词：翻译原则；商务英语；广告语

Abstract

With China joining in WTO, an increasing number of Chinese enterprises are stepping into the global market. Meanwhile, foreign transnational firms have seized a great opportunity to build up their branches in China in recent years. Then overseas advertising has become a major problem for those companies. Based on references as well as conclusions on research achievements before, the situation for translations of brands and slogans is summarized. In addition, grammar features of advertising translation, including lexical and syntactic levels, are introduced then. Also, related principles and methodologies are mainly discussed. By comparison, the author shares her own understanding and opinions towards the study. In the end of this article, it presents applications of related principles and approaches by giving several examples, and points out the problems existing in the industry and provides reasonable plans to deal with them and makes further conclusions. By means of studying the translations for brands and slogans, the author sincerely hopes the conclusions her makes can give a reference for relevant personnel to provide a better advertising services in overseas markets for brands in their practical work.
 
Key words: principle; methodology; application