广告翻译的基本策略

摘要

随着世界经济的发展，商品的流通越来越快。许多外国企业进入了中国，与此同时，中国企业也想在国际市场上与外国企业进行竞争。为了获得利润，广告宣传是必不可少的。对汉英广高的翻译的研究，具有深刻的现实意义和实用意义。广告翻译和文学翻译有很大的不同。广告的主要目的就是吸引消费者购买产品和服务。广告是一种工具与很高的商业价值的文体，然而，广告的翻译却受到翻译策略的制约。除了传统的翻译方法之外，威密尔的翻译的目的论应该被看做广告翻译的基本策略。这篇文章分为五部分，第一部分讲的是以前对这个问题的研究，和写这篇文章的目的。第二章是对广告的基本介绍，第三张讲了英语广告和和汉语广告的不同，通过这一章我们会知道广告的主要特点，这会对我们的广告翻译有重要意义。第四章主要讲了在汉译英广告中的翻译特点，这一章我们会看到影响广告翻译的主要原因。第五章主要介绍了威密尔的广告翻译的目的论，这一理论在广告翻译中具有重要地位。基于这一点，这篇文章将会通过举例来研究广告翻译理论。

关键词：广告翻译，目的论，翻译策略
Basic Strategies in Chinese-English Advertisement
Abstract
  With the development of the world economy, the circulation of commodities is becoming faster. Many foreign enterprises enter China, at the same time many Chinese enterprises want to compete with the foreign enterprises in international market.  In order to make profit in international market, proper advertisements are necessary.  The study of Chinese-English (C-E) advertisement translation is of great realistic significance and practical value. There are many differences between advertisement translation and literal translation. The main purpose of adverting is to attract the consumers to buy the products and services. Since advertisements are of a very practical type of writing with high commercial value, however, this work is restricted by translation strategies. Besides traditional translation strategies, Vermeer’s skopostheorie should be considered as the basic strategy of advertising translation. In this paper, there are four chapters.The introduction is the previous studies of this topic and the purpose of this paper. Chapter one introduces basic information of advertisements. Chapter two introduces the differences between English advertisements and Chinese advertisements. Based on this chapter, we can know the main features of Chinese advertisements and English advertisements. This will make our translation perfect. In chapter three, the author mainly discusses the factors in C-E advertisement translation. In this chapter the author introduces the factor that affects the advertisement translation. In chapter four, the author introduces Vermeer’s skopostheorie, this is an important theory in advertisement translation. Based on that, the present paper makes a profound study of it on theoretical and practical bases by analysis of samples.

Key words: advertising translation; Skopostheorie; translation strategy

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