AbstractWith the rapid development of multinational business, there is a growing need for efficient international advertising communication and translation. Advertisement is a very practical type of writing with high commercial or social values, and all the advertisements have one thing in common, that is, the author’s intention to persuade target readers. So translated advertising should also have this intention. This study, on the basis of consumer behavior, is desired to help the translators know more about the persuasive function in advertising translation so as to ensure proper E-C advertising translation.Key words: Advertising; Advertising translation; Consumer Behavior; Consumer Psychology;
摘要
当今国际贸易日益频繁，竞争日趋激烈，对国际广告沟通及其翻译的需求也在不断增长。广告，是一种具有极高商业和社会价值的实用文体，所有的广告都有一个共同点，即作者对其目标读者的一种极力说服的意图。因此广告翻译也应做到这一点。本文立足于消费者行为理论，试图从广告的说服功能层面为英汉广告译者提供更多的参考。
关键词：广告 广告翻译 消费者行为 消费心理
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