Abstract:As the rapid development of society of our country economy, reforming and opening deepen further, and China's accession to WTO, more and more Chinese products export to the world. Meanwhile, a large number of foreign products are pouring into the Chinese market constantly. Under this kind of background, the position of English-Chinese translation of commercial advertisement should improve constantly. And the international exchange and competition has presented the higher demand to the commercial advertisement and its translation. However, the research of the commercial advertising translation between English and Chinese can not meet its demand because of the differences in nations’ culture, folkways, custom and values, etc... The quality of translation is not fully up to the expectation, and the faults will be found in the commercial advertising translation of English-Chinese usually.
The text is talking about the translations of commercial advertising on trademark, title and slogan, and analyzing some commercial advertisements, the thesis briefly makes some study on the translation skill, and the matters needed attention and the important meaning on metaphase and free translation of the commercial advertising. In conclusion, firstly, commercial advertising should obey the rules of the ordinary translation, and on the footing of it, commercial advertising should meet the demands of the commerce, understand the psychology of customer and show the characteristic of the goods. Secondly, the translation of advertisements should correspond with the different culture and custom in Chinese and English so that the goods can appeal to the customers in the various countries.
Key words: advertisement; commercial advertisement; advertising translation; literal translation; free translation
中文摘要:随着我国社会经济的迅速发展、改革开放的进一步深化和“入世”的成功，越来越多的中国商品走向世界。与此同时，大量的外国商品也不断地涌入中国市场。在这种背景下，商业广告英汉翻译的地位也随之不断提高，与此同时国际间的交流和激烈的竞争也对商业广告及其翻译提出了更高的要求和需要。然而，由于英汉语言文化、风俗习惯和价值观等方面的差异，中英商业广告之间的翻译的研究并不能满足其需要。翻译的质量并不尽如人意，在商业广告英汉翻译中经常发生语用失误现象。
本题从商业广告的商标、标题及口号的翻译等方面入手，通过分析一些商业广告，简单介绍了商业广告的直译与意译的翻译技巧、注意事项及重要意义。最后得出的结论是，（1）商业广告的翻译不但要遵循普通翻译的规则，还要在这个基础上符合商业的需求，了解顾客的心理，更好地体现产品的特点；（2）广告的翻译要符合中英两国的不同文化及习惯，才能吸引各国消费者的购买。
关键词：广告；商业广告；广告翻译；直译；意译
