汉语广告语翻译探索

Exploration of translation of Chinese advertising slogans and phrases

探讨了汉英广告语翻译中的策略、方法,指出了汉英广告语翻译中对于广告词正确理解的必要性。同时,研究了广告词中的文化现象、广告词的市场功能等,从而得出结论,广告语翻译不仅是语言的翻译,而且也是文化的翻译,更重要的是它有别于其他翻译文体,是一种具有强烈广告功效的翻译。

The strategies and techniques applied in the translation of some Chinese advertising slogans and phrases were explored,and the necessity involved in correctly understanding them was thus pointed out.At the same time,an effort was made in the study of cultures and marketing functions conveyed in these advertising slogans and phrases,from which the conclusion is drawn that advertising translation is not merely the translation of one language into another,but also of the cultures.Besides,what is more important is that it is different from the translation of other styles of text:it is a kind of translation producing strong marketing effectiveness.