广告语文本类型及其翻译探析

广告是一种实用型文体,其文本翻译的实践个案分析或者翻译具体策略的选择一直是译界致力研究的重点,对于其文本性质的全面阐述却并不多见。本文试图从讨论广告语文本的本质出发,探析其翻译策略的选择,并认为广告语的翻译实践必须忠于其文本性质。

Translators have been making consistent efforts to analyse specific cases and translation strategies for advertisement, a practical writing style, but few of them have illustrated the nature of the writing style in a direct way. This paper intends to explore the application of translation strategies, based on the discussion of language essence in advertisement, and believes that translation is supposed to comply with the text itself.