摘  要

随着全球经济一体化的日益加深，广告作为一种宣传商品的媒介在市场活动中的地位凸显。让人失望的是，在众多广告中出现了太多的错误，混淆，甚至是误解。这严重削弱了广告的劝诱功能，继而影响产品的推广和推销。所以人们对广告翻译的精准性要求越来越高，广告语言也越来越受到语言研究者的重视。本文研究的中心即是英语广告中出现的语用失误，主要是以托马斯的语用失误理论为基础，对广告中各组成部分的翻译中出现的语用失误进行了归纳，分析了两大类语用失误：语用语言失误和社交语用失误。与此同时，本文还引入了顺应理论和目的论，最终得出结论，造成英语广告中的语用语言失误的主要原因是语用迁移，而导致社交语用失误的主要原因则是社会价值观的不同，禁忌语的误用与中西方文化的缺失。

关键词：广告；语用失误；顺应理论；目的论

Abstract

With the intense globalization，as a media of marketing products，advertisements are playing an important role in our social life. Disappointedly, many mistakes and even misunderstanding appeared in English advertisements which made people confused. As a result, it seriously reduced the expected effects of advertisements. So advertisements language is being paid more attention by the language explorers. This thesis thus centers on the pragmatic failures in English advertisements. It’s on the basis of Thomas’s theory of pragmatic failure and it sums up the pragmatic failures in advertisements translation: pragmalinguistic and sociopragmatic. At the same time, both adaptation theory and skopos theory are used in the thesis. To draw a conclusion, the main cause of pragmalinguistic in English advertisements is pragmatic transfer, and the sociopragmatic is resulted from the different social values, the misuse of taboos, the lack of the culture between China and Westerns. It is hoped that through the analysis and discussion in this thesis can effectively improve the accuracy of the translation in English advertising.

Key words: English advertisements; pragmatic failure; adaptation theory; Skopos theory