ABSTRACT:The successful advertisements are very important for the commodity market. In the international marketing environment, a proper advertisement especially when it faces the various consumers with different nationalities, different languages and different cultural background, how to advertise your commodities in a proper way is the most important thing.
With the combination of the global economy, the economic activities among countries are more frequent, every advertiser aims at developing the market abroad by promoting the sales of their productions. One of the extreme importance is to make their commodities famous all over the world through advertising. There is no denying that many of the civil enterprises haven’t realized how to create an English advertisement and they will search for help from an inexpert translator instead of the professional translation organization, which leads to the poor quality of the advertising translation. So many translators did a poor job with the various intolerable mistakes. This research starts with the background of the advertising translation. And then it will review the history of pragmatic translation. Through the analysis of some detailed examples, this paper will probe into four advertising translation strategies, the author hopes it will offer the translators some advices in the future. In today's international market, advertising translation has played a vital role, which determines the businessman whether or not expand foreign markets successfully. Therefore, the advertising translation has become a worthy studying culture.
Key words: Advertising Translation; Translation Strategies; Translation Theory; Pragmatic Translation
摘要:成功的广告对于商品市场来说是非常重要的。在当今的国际化经济环境之下, 特别是面对着各种各样不同国籍、不同民族和不同文化背景的消费者, 如何为你的商品合理地运用广告成为重中之重。
在这个经济全球化的时代，各个国家之间的经济活动日益频繁，每个商家都企图通过发展国际市场从而提升其产品的销售量。其中尤为重要的方法，就是利用广告宣传让他们的商品闻名于世界各地。无可否认的是许多民企都不懂得如何创造英语广告,他们不会聘请专业的翻译机构，而是去找一些非正规的翻译人员翻译，这就导致了广告翻译的素质偏低。因此，许多翻译者都会犯一些令人难以理解的错误。本论文就是以广告翻译的背景为开端，简单回顾语义翻译的历史，在前人研究的基础上，通过对一些广告翻译实例的具体分析，研究出四种翻译策略，作者希望本论文能给翻译工作者提供一些建议。在当今国际化的市场中，广告翻译扮演着一个重要的角色，它决定着商家是否能顺利地扩张国外市场。因此，广告翻译已经成为一种值得学习的文化。
关键词：广告翻译；翻译策略；翻译理论；语义翻译
