摘  要

随着全球经济的发展，国际贸易向多级化发展。中国与外界接触的机会日渐频繁 ，在日常生活中，从书刊杂志或是电影电视上随处可以听到或看到英语俚语的应用。在广告中应用俚语能使广告内容更加生动,产品更具有吸引力。同时,因为中国的文化习俗和语言环境与西方不尽相同，导致了中国的产品用英文俚语做广告时容易引起歧义。本文中, 作者首先列举了几种应用于广告英语中的俚语，提出在翻译过程中不单单应该把两种语言进行含义的转换，更重要的是注意到东西方文明的差异。同时译者提出在翻译英语广告俚语时应遵循的原则和俚语翻译的特点，最后作者提出广告中俚语的翻译方法，并论述了俚语在英语广告中是怎样实现好的广告效果。

关键词：中西文化差异；俚语翻译；广告
 
Abstract

With the development of world economy, international trade is in the development of multi-polarization, and China has increasingly frequent contact with the outside world. In our daily life, English slang is widely used almost everywhere, like in magazines, films and televisions. Slang which applied in advertisement will make the advertisement more vivid and competitive and the products could attract people’s attention. But at the same time, because of the inconformity between eastern and western cultural conventions and language environment, the English slang in the advertisements will easily cause confusions and ambiguity, which directly affects the consumers’ acceptance of the products. In this essay, the writer enumerate some slangs which frequently applied in English advertisement and hold the view that translators should not only pay attention to convert between two different languages but also emphasize the differences between east and west in process of translation. Meanwhile, the writer put forward the principles during the translation process of English slang and the features of English slang translation. Finally, the author put forward three ways to translate slang in advertisement and discusses the slang in English advertisement is how to achieve good advertising effect.

Key words: cultural difference; slang translation; advertisement