Abstract：With the development of the world economy, commercial exchanges between countries are increasing. As an important marketing tool, advertising plays an important role in commercial competition. Therefore, the translation of commercial advertisements is particularly important for companies. Advertisements are used to increase the popularity of products and sales. A good advertisement translation can stimulate the desire of consumers of translation language, deepen the impression of products in people's minds, and increase the popularity of businesses. In other words, advertisement plays an important role in the market expansion and internationalization of businesses. However, because of the cultural differences and other factors, the effect of advertising translation may not be as expected. The improper use of words in translation is a very important reason. For example, in China, the improper wording of advertisement translation is quite serious, especially for the translation of some culture-loaded words, which makes it difficult to achieve the goal of advertising and damages the image of the business.
This article starts with the cultural factors of culture-loaded words and uses culture-loaded words in commercial advertisements as research objects. This paper explores the translation skills and principles of commercial advertising, the current commercial advertising translation of culture-loaded words processing skills and deficiencies through a large number of examples. Hopefully, This will increase commercial advertisers’ understanding of culture-loaded words and improve the quality of their translation.
Keywords: commercial advertisement; culture loaded words; translation skills
中文摘要：随着世界经济的发展，各国的商业往来日益增多;广告作为一种重要的营销手段，在商业竞争中发挥着不可忽视的作用。所以商业广告的翻译对企业来说显得尤为重要。广告的作用在于增加商品的知名度从而提升销量，一则好的广告译文能激起译入语消费者的购买欲，加深产品在人们心中的印象，提升商家知名度，在商家扩大市场，走向国际中扮演着重要角色。然而由于文化的差异性等其他因素的影响，译者在翻译过程中往往会用词不当，导致广告译本效果不如预期。比如在我国，广告翻译的用词不当就相当严重，特别是对一些文化负载词的翻译，生搬硬套，这样不仅不能达到广告的目的，而且还会破环商家形象。
本文从文化负载词这一文化因素入手，以商业广告中的文化负载词为研究对象，通过大量实例来探讨商业广告的翻译技巧和原则，分析当今商业广告翻译对文化负载词处理的技巧和不足，从而加强商业广告翻译者对于文化负载词的理解，提高商业广告翻译的质量。
关键词：商业广告；文化负载词；翻译技巧
Contents
Abstract
中文摘要
Chapter One Introduction-1
1.1 Background of the Study-1
1.2 Significance of the Research-1
1.3 Research Methodology-2
1.4 Structure of the Thesis-2
Chapter Two Literature Review-3
2.1 A Brief Introduction to Culture-loaded Words-3
2.2 Previous Studies on Translation of Culture-loaded Words-4
2.3 Previous Studies on Translation of Commercial Advertising-5
Chapter Three Translation Strategies of Culture-loaded Words in Commercial Advertising-8
3.1 Factors Need to Be Considered in Translation of Culture-loaded Words-8
3.1.1 The Aim of Originator-8
3.1.2 The Target Audience-9
3.1.3 The Effect-10
3.2 Suggested Skills-10
3.2.1 Literal Translation-10
3.2.2 Free Translation-11
3.2.3 Transliteration-11
3.2.4 Supplementary Translation-12
3.2.5 Corresponding Translation-12
Chapter Four Conclusion-13
4.1 Major Findings of the Research-13
4.2 Limitations of the Study-13
4.3 Suggestions for Further Research-13
References-15
