论英语广告中隐喻的翻译

随着经济全球化的进程，越来越多的国际品牌开始进军其他国家，国际广告已经成为人们日常生活中必不可少的一部分。 广告翻译，自然而然成为促进销售，打开国际市场，促进经济发展的最有力的武器。由于中西方在历史，经济，政治，风俗等各方面都存在着比较大的差异，准确的传达英文广告中原本的文化信息便成了广告翻译中的一大难题。广告语言作为一种从普通语言独立出来的应用语言，是广告中最重要的精髓，而英语广告中大量存在的隐喻则成为了广告翻译的关键。
本文通过对隐喻的发展历史和隐喻的翻译原则的分析，在广告这种特殊的语言基础上，分析制定出隐喻在广告中的翻译策略，并利用具体的广告说明隐喻在广告中的表现形式，让读者更加全面的了解英语广告中的隐喻翻译。

关键词：广告; 隐喻;  翻译策略; 隐喻翻译
 On the Translation  of  Metaphors in  English  Advertisements
Abstract:With the globalization of the world economy, and more and more international brands have been entering the other countries, the international advertising has become an indispensable part of our life. As a matter of fact, advertising translation becomes the most powerful weapon to promote sales, expand the international markets and spur the development of economic development. Since the cultural differences exist in history, economy, politics and custom between China and the western countries, it’s become a difficult problem to pass on the original culture when we translate the advertisements. As an applied linguistics that extracted from the ordinary language, the language of advertising is the core of advertisements and the metaphors abound in advertising become the key for advertising translation.
This thesis try to analyze the development history of metaphor and the principles of metaphorical translation , and formulate the translation strategies for metaphors in advertising，then use some specific advertisements to show the expression styles of metaphors in English advertisements to give the readers a more comprehensive understanding of the metaphor translation in English advertisements.

Key words: advertisement; metaphor; strategies of translation; Metaphor translation

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