Abstract:As an essential promotion undertaking, advertising plays an increasingly significant role in the world economy. Meanwhile, with the rapid development of the information technology, especially that of mass media and the resources shared globally, advertisements in source language have been translated into different target languages. Advertising is the techniques and practices used to bring products, services, or ideas to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. In the translation of the commercial advertisements, translators should try to make the translation possess the same value as the original to attract the target readers.
The fundamental task of advertising translation is to convey the exact information, performance and persuasion of the source text in an artic form in order to stimulate consumption.
This thesis focuses on the features of effective advertisement and some basic principles that should be observed when translators try to translate the original advertisements. According to these principles, some methods are introduced to achieve good quality of advertising translation. The paper aims at achieving a better understanding of advertisement translation process and helping to overcome the barriers to successful translation of advertisements.
Key words: advertisement; translation; feature; principle; method
中文摘要:广告作为一种主要的促销手段，在全球经济高度发展的今天，发挥着越来越重要的角色。随着信息技术，尤其是大众媒介的高度发展和全球资源的共享，广告源语言已被翻译成不同的目标语言传遍全球。广告是向一定的社会群体宣传其商品、服务或观念，并劝说他们购买或采取相应行动所使用的一种实践技术。广告翻译也必须力求达到原广告相同的宣传目的来吸引目标消费者。
广告翻译的根本任务就是要能够以艺术的形式充分体现原文的表现力和说服力，最终达到刺激消费的目的。
本论文介绍了有效广告的特色，提出了广告翻译中必须遵循的原则，并论述了提高广告翻译的质量所采用的一些翻译方法。本文旨在使广告翻译者对广告翻译过程有更好的理解，以解决翻译中所遇到的困难。
关键词：广告；翻译；特点；原则；方法
