试论英文广告翻译的基本策略

本文旨在探讨英文广告的基本翻译策略。文章开头指出广告作为商业的象征，已经渗透到社会生活的方方面面，发挥着越来越重要的作用。文章还分析了广告语言的特点，以及文化不同给翻译造成的各种影响。译者在做翻译时，应以目标语言与文化为出发点，并充分考虑两者的不同之处。在此基础上，作者总结了一系列英文广告的翻译技巧。作者还指出，在跨文化交际中，为了让广告更有效地传达给顾客，译者应选取适当的翻译技巧并对译文作出合适的调整。

关键词：广告语言文化， 目标文化，文化影响，翻译技巧
Abstract
This paper aims at an exploration of some basic strategies of English advertising translation. It starts with an overview of the increasing importance of advertisements in today’s world by discussing that the advertisement as the embodiment of commerce has already penetrated every aspect of social life. Through careful and extensive analysis, the author points out the characteristics of advertising language. At the same time, it is mentioned that target-language-culture oriented strategy and a full knowledge of the core parts of two languages involved should be taken into full consideration on the basis of analysis on cultural differences. More  focus is on the basic strategies, such as creative translation, supplementary translation, etc. The author also points out that it is very important and necessary to adopt proper translation and adjustment in order to make the advertisement more effective in cross culture communication.
Key words: target culture, advertising language features, culture impacts on translation

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