商务广告翻译的策略及技巧

在经济全球化的今天，广告作为一种特殊的行业，在当今社会发挥着日益重要的作用。被喻为商业化身的广告已渗透到社会的各个角落，逐渐成为人们日常生活中的一个重要组成部分，它不仅给人们带来感官上的冲击，而且是商家盈利的重要手段之一。随着我国社会经济的迅速发展，改革开放的进一步深化，以及加入世贸组织已成为事实，大量的外国商品涌入中国市场，中国产品也大量进入到国际市场，各种产品在市场上的竞争越演越烈，而广告在促进产品销售和繁荣市场经济等方面的作用也越来越明显，广告翻译的地位也随之显得越来越重要，但是现在的广告翻译越来越不能满足市场的要求，特别是中国市场，这将意味着竞争力的不足，和财富的损失，并且也不能在消费者心中创立产品的良好形象，所以探索广告的更好翻译已经成为亟待解决的问题。因此，在这篇文章里我们一起探讨广告翻译的基本策略及技巧。
本篇论文主要可以分为四个部分。在第一部分，首先给出了广告的定义，然后探讨了广告的目的和功能。第二部分主要阐述了功能派翻译理论和目的论。在翻译理论的指导下，为了更好的达到广告的目的，体现广告的功能，在第三和第四部分以具体的例子探讨了广告翻译的基本策略和技巧。
通过本文，我们不但欣赏到了优秀巧妙的广告翻译案例，而且掌握了翻译技巧和策略，同时这些对于其他文本翻译也是很有用的。

关键词：广告翻译；策略；技巧
the Strategies and Skills of Advertising Translation

Abstract

In modern society, advertising, as the embodiment of commerce, is becoming an important part of our daily life. Not only is it supposed to be appealing, it is also used as a tool for manufactures to improve their products’ marketability. With globalization accelerating, more and more business of all types are operating internationally in various ways. With China’s accsess to the WTO there has been a dramatic increase in the number of Chinese enterprise and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. To survive in the fierce global market, they have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. However, in all national markets, particularly in China, unsatisfying translation is appearing in media ever and again, which not only means financial loss, but also impairs the public image of manufactures as well. Hence, it becomrs an urgent task for those devoted to translation practice to seek a suitable theory for guidance.Therefore, this thesis will talk about the advertising English and its translation.

Key words: advertising translation；strategy；skill

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