Abstract：Along with the fast development of global economy, advertising as a marketing strategy is becoming increasingly important. Study of brand advertising language features has both aesthetic and commercial value, which not only can appreciate that special text from literary aspect, but also helps to master its common characteristic, grasping the secret of success. This thesis which collected a number of examples aims to conduct a language comparison between English and Chinese advertising. The present study is carried out based on AIDA principle，Instrumental Translation Theoretic of Nord as well as Functional Equivalence Principle of Nida. After detailed analysis, translation methods of advertising have been laid out and the flexible approach is revealed. It is hoped that the findings of this thesis will provide insights into the comprehension of English and Chinese advertising and give some inspiration for advertising translation.
Key words: brand; features of language in advertising; translation methods
中文摘要：随着全球化的经济发展，广告作为一种营销策略，其重要性日益彰显。研究世界知名广告语的文体特点是兼具美学价值和商业价值的，它不仅能从文学角度赏析广告语这一特殊文体，而且能助于把握知名广告的共有特征，掌握其成功秘诀。本文收集了若干世界知名的英汉广告，解析广告AIDA原则，并运用诺德工具翻译理论和奈达功能对等原则对知名广告的翻译进行了描述性和解析性研究。本文比较了英汉世界知名品牌广告语言的共性和特性，总结了广告翻译的主要方法和灵活选用技巧。希望本文的研究结果能为英汉广告的理解和翻译提供启发和帮助。
关键词：品牌广告；文体特点；翻译方法
